3 builders who never spoke to each other

Write the launch the way you would say it

Drop the standard product-announcement register, the one every company reaches for, and write the page the way you would explain it to a friend across a table. Sales emails included: the conversational version outperforms the formal one wherever the subject allows it. Write in the voice you want to be known for rather than borrowing the posture of a credentialed expert.

The method

1. 01

   Write launch copy the way a person actually speaks and cut the standard product-launch phrasing.

2. 02

   Don't announce a launch in the default specification-led register that every other company uses - that format is precisely why nobody reads it.

3. 03

   Write the product page the way you would describe it out loud to a friend, not in company language.

4. 04

   Write sales emails in the register of a casual conversation rather than in formal marketing language, where the subject allows it.

5. 05

   Write the page in the voice you actually want to be known for rather than adopting the posture of a credentialed expert

What it returned

• Rihanna's launch copy drops the cliches

• Sacha deliberately positioned himself as lighthearted and friendly instead of citing qualifications

Sources

• A 5-day email sequence that converts: A step-by-step guideJustin Welsh · justinwelsh.me · Closing Your Sequence With A “Why didn’t you?” Email · 2024-08-31
• @levelsio's blogPieter Levels · levels.io · Copywriting for entrepreneurs: explain your product how you'd explain it to a friend · 2020-12-05
• Real MarketingHarry Dry · Marketing Examples · 3) Rihanna's copy · undated
• Innocent know how to write copyHarry Dry · Marketing Examples · Innocent know how to write copy · undated
• $39k in eBook Sales Part 2: Design, Testimonials, and TrafficNathan Barry · nathanbarry.com · Transcript · 2012-10-08