The launch funnel copy Marauder’s Map that will take you from “I solemnly swear that I am up to no good” to “Mischief managed” by launch day.
The countdown is on to get ready for your Q4 launch – and this year you’re sailing into Black Friday with a plan that will help you stay high vibe and preserve your sanity!
You’ve prepped your lead funnel to draw in the perfect clients for your Black Friday offer and get them on your email list…
You’ve picked your launch style, mapped out an irresistible offer, and started gathering the ingredients for your magical launch potion…
And now it’s time to plan out your launch copy with a timeline that moves you steadily toward launch day.
What you need now is your very own Launch Funnel Copy Marauder’s Map, so you don’t get so caught up in the zillion other moving parts of launching that you end up writing all your copy in a panic in the 10 days before your funnel goes live.
Your Launch Funnel Copy
Last week you picked your launch style, based on how you plan to run traffic to your offer:
If you’re launching a low-ticket SLO (self-liquidating offer), you’ll be using paid ads to get eyes on your offer.
If your Black Friday offer is higher-ticket and you’ll be closing the cart at the end of launch week, you’ll be launching to your email list – which you should now be building using either a lead magnet or early-bird wait list funnel.
Here are the copy assets you’ll need to prep:
SLO Funnel Copy
- Sales page
- Order bump description
- OTO page
- Checkout page (or a 2-step order form on your sales page)
- Order confirmation page
- Order confirmation/delivery email
- Welcome/onboarding email sequence
- Abandoned cart emails
- FB/IG/etc ads (plan to have at least two ad sets ready when you launch)
- Retargeting ads
- Social media posts, reels, and stories for organic traffic
Open-Close Cart Funnel Copy
- Sales page
- Checkout page
- Order confirmation page
- Order confirmation/delivery email
- Welcome/onboarding email sequence
- Abandoned cart emails
- Pre-launch emails
- Launch week emails
- Social media posts, reels, and stories for organic traffic
 Note that with this launch style, you’ll also need a lead funnel building your email list in the weeks prior to your launch.
Your Launch Copy Marauder’s Map
If this all seems like a lot of copy – well, I’m not gonna lie…
IT IS.
Which is why having a plan for creating this copy starting several weeks before your launch is so critical!
(Remember, you’ll also need to have time to design, build, and test your funnel once you’re done with the copy.)
Assuming your lead funnel is already up and running (if it’s not, pause here and go get that done)…
Here’s the launch copy Marauder’s Map that will take you from “I solemnly swear that I am up to no good” to “Mischief managed!”
1 The Great Hall: Your Sales Page
Your sales page is a collection of all the ingredients you’ll pull from later to write your emails and ads:
- It’s where you’ll dive into your perfect client’s struggles and show how your offer solves them.
- You’ll also think through and overcome all of the objections they might have to your offer.
- And you’ll lay out your entire offer and show them how each module or feature benefits them – and what that means they’ll be able to do now that they’re no longer trapped by the problem you solve.
Every topic and micro-angle you’ll use in all the other pieces of copy for your launch can come straight from your sales page…
So by writing your sales page first, you’re creating a cheat-sheet for all the other launch copy assets for your launch!
Writing a sales page is a fairly big task. Be sure to budget plenty of time to really dig into the ingredients you gathered last week (your dream client deep-dive, main offer, bonuses and upsells) before you start!
Using a template can help you organize all of those ingredients on the page in the order designed to walk your dream clients through the buying journey. (Shameless cross-fandom plug for Sales Copy Magic™: These are the templates you’re looking for.)
2 The Common Room: Your Checkout and Confirmation Page Copy
Once you’ve spent all that time writing a magical sales page, you likely need a quick win – and that’s exactly what your remaining funnel copy can do for you! Checkout and confirmation pages pull almost all of their copy directly from your sales page, so if you’re following a great template, you should be able to knock them both out in no time.
2.5 The Library: Your Order Bump and OTO Page Copy
If you’re launching an SLO, you’ll need an order bump and OTO/upsell to make sure you’re covering your ad spend and keeping your funnel profitable. Slightly more work than your checkout and confirmation page copy (but less than your sales page), you’ll want to budget a little more time for these.
Pro tip: Your OTO page is like a mini-sales page, but since it’s closely related to the problem you solved with your main offer, you’ve already built a connection with your buyer. Solidify that connection by using a video at the top of your OTO page to talk about why they need the upsell. Then use the rest of the page to go into the details of the offer.
3 The Quidditch Pitch: Your Emails, Ads & Social Posts
Sweet! With your funnel copy done, you can start designing and building out your funnel. At the same time, you can get started on your emails, ads, and social media promo posts. Use the work you’ve already done on your sales page to pull out the micro-angles, hooks, objections, FAQs, and testimonials that will make writing these copy assets a breeze.
Next Week: The Critical Post-Launch Step Most Entrepreneurs Miss
Your launch week copy is done… and you’re ready to plug it into your funnel-builder and marketing email system. But even though you’re ready to open your cart, skipping this one critical step could mean the difference between a successful launch and one that looks more like a leaky cauldron.
(This is Part 4 in the Magical Black Friday Funnels series. Missed Parts 1-3? You’ll find them here: Magical Black Friday Funnels.)
