Launching a new vegan or cruelty-free product? Here's your copy checklist to make it a smashing success.
Look at you. You’re thiiiiis close to launching your new product. You did the research and development. You found the right ingredients and materials. You put it all together and now your product is ready for the market. But wait… you forgot one thing… launch copy. From the words on your packaging to the official product detail page of your product, the right launch copy that will resonate with potential customers at every stage of the buyer’s journey is essential to the success of your launch. Here’s what you need to make your launch a smashing success.
Packaging Copy
Contrary to popular belief, packaging copy isn't just about the specs of your product—it’s also a chance for your brand to make an impression. Not only should your packaging copy talk about the technical details of your product like how many milliliters it contains or what ingredients are inside, but it should also briefly and concisely describe the “why” and “how” of your product.
What does your cruelty-free skincare product do and how does it reduce wrinkles or improve hydration? What does your plant-based CPG product contain and why is it healthy, energizing, satiating, or otherwise helpful for someone? Packaging copy should also not overpromise ands should comply with the regulations of the Federal Drug Administration (FDA) or your local regulatory body. Packaging is one of the only impressions and touchpoints your brand can make with new customers. Make it memorable for your big launch.
You can book a-la-carte packaging copy services. Contact me here!
Product Detail Page Copy
Once your packaging copy is complete, you’ll want to create your product detail page or PDP. Your PDP is your packaging label but blown out. On this page, you’ll want to get detailed on your product describing what it is, how to use it, and why people would benefit from using it. This is also your opportunity to go deeper into ingredients, the material, and the function of your new product, as well as relevant process notes on how it’s made or where it comes from.
Your PDP should bring it home and explain why a customer would want your new product over the competition and should address frequently asked questions and customer concerns. Whatever might stop a customer from checking out with your new product should be addressed on your PDP.
Product detail page copy is part of my Web Copy Remix package. You can book a discovery call here to chat more about it.
Sales Landing Page Copy
Much like your PDP, your landing page (LP) or sales page is your online salesperson. While you’re sleeping at night, making your next product, or meeting with stakeholders, your sales page sells for you. Your sales page should have even more details about your product than your PDP. It should also be more emotional. While your PDP gives the straightforward, technical details of your new product to customers, your sales page explores the joy, anger, fear, and desires of your customers.
For example, a skincare customer’s desire might be to look younger and that’s why they would be interested in your new retinol product. Or a potential customer fears that they won’t look chic enough for an upcoming gala, so your high-end sustainably-made purse will help them feel fashionable in the best way. Perhaps a potential customer wants to eat healthier and is looking to your plant-based CPG product to help wean them off unhealthy foods and feel better in the long term.
Essentially, your sales page paints a picture of what a customer can expect from your product and how it will transform their life. Like your PDP, be sure to include frequently asked questions that address customer concerns and remove the barriers to purchase. Don’t forget to add gorgeous product and lifestyle photos, and pair them with smart, conversion copy.
You can book a-la-carte landing page copy services. Contact me here!
Email copy
Now that your packaging, PDP, and LP are all ready to go, you can write your launch emails. You’ll want to create 2-3 emails in order to prep customers for your launch. I recommend creating one teaser email that garners attention and gets customers drooling on their computer screens. This should tease what the launch might be, its potential benefits, and a loose idea of when it’ll be ready to purchase.
Then, you’ll want to create an official launch email with many of the same details found on your PDP and landing page. This should be your big launch email that’s full of fireworks and goes out with a bang. We want email recipients to know this is the big launch email and that they should strike on their purchase at the very moment they receive the email.
Then, you’ll want to create one final email with customer testimonials and unique selling propositions (USPs). This email is a follow-up for those customers who read the teaser and launch email and still have hesitations. Sometimes all you need is one final email to remind buyers that now is the time to check out your new product.
Email copy is part of my Email Megaphone package and my Launch It Good package. You can book a discovery call here to chat more about it.
Social Post Copy
For some companies, social media isn’t where they get their most sales. But I’d argue though, that if you’re going to launch a new product, it’s best to announce it somewhere on social media. Apply the same logic you did to your email copy to your social posts. Tease potential customers on social media with pre-launch content that doesn’t quite reveal the product but gets them excited about what’s to come.
Create engagement with an expertly crafted caption by asking followers, “What do you think our new product could be?” From there, create 1-5 posts that highlight the product, focusing on key ingredients and benefits, testimonials from real customers, use cases, and unique selling points. Sprinkling social copy around your launch, before and after, will help keep it top of mind for current customers and will keep potential customers informed as they’re digging around your social profile.
Social media captions are part of my Launch It Good package. You can book a discovery call here to chat more about it.
Launch Blog Post
One of the most underrated long-game strategies is creating a blog post to accompany your other launch assets. Blog posts act similarly to your PDP or LP but offer more opportunities to educate customers than the other assets. For example, you can create a blog post with a recipe featuring your new CPG product. Or you can a “how to wear it” blog post showing the use case for your new sustainable fashion product. Or perhaps you make a get-ready-with-me (GRWM) routine or ingredient spotlight for your clean beauty product. Highlighting your new product's USPs, qualities, and uses will help potential customers make a purchasing decision. Don't forget to ensure your launch blog post is SEO optimized for select keywords so potential customers can find your product on the internet well after it’s launched.
Launch blog posts are a part of Launch It Good package. You can book a discovery call here to chat more about it.
Launch Ads
The final step in your launch checklist is to make ads. Ads are totally different from the previously mentioned assets. While highlighting your product’s features and benefits is important, they’re not as important as creating a hook that captures your customers’ attention. What is the main perk of your new product and how will it transform their life?
For launch ads, the goal is to create short and catchy copy for social media sites like Facebook, Instagram, and TikTok that draw in your ideal customers and get them to click through to your PDP and/or sales landing page. For the best success, all ads should be linked to your money-making LP or PDP. Then, those pages will pull potential customers through your funnel and to the checkout page.
You can book a-la-carte ad copy services. Contact me here!
Launch Your New Product with Flying Colors
When it comes to your launch, so much can go wrong. Ingredients can arrive late, packages can be missing essential components, and changes in your supply chain can make it difficult to launch well. But one thing you can have on lock is your copy.
Your launch copy can make or break your product launch. Skipping steps like making a sales page or forgetting about your teaser email can keep thousands of dollars in sales from reaching your business’ bank account. Every piece of copy matters to the success of your launch.
That's why I'm proud to introduce The Launch It Good package, a done-for-you launch copy package that includes:
1 product detail page
1 sales landing page
3 email launch sequence
1 blog post (1,500 words max)
2 Facebook and/or Instagram ads
2 social media captions
2 rounds of revisions
Check out the Launch It Good package and my full service list here and let me help you launch your new product with flying colors.
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