How to Become a Launch Copywriter in Today’s Market

Seriously, hearing clients share their members’ success stories—how their quality of life, health, or overall well-being has improved solely because they finally decided to invest in my clients’ course—makes our work meaningful and incredibly impactful. 

Personally, I’ve written for programs that help…

• Language learners become fluent and unlock a whole new avenue of travel opportunities
• Tired moms finally get their children to sleep, drastically improving their mental state
• Budding artists express themselves in new ways through abstract painting, quilting, weavings, fiber arts, and front-door decor
• Defeated moms finally overcome breastfeeding hurdles, drastically improving their relationship with their newborns and their overall mommy satisfaction
• Transgenders start their own diversity, inclusion, and sex education business
• Stay-at-home moms earn extra income, add to the family income, and finally do something for themself

Understanding the Role of a Launch Copywriter

A launch copywriter is a specialized copywriter who crafts feel-good, persuasive copy to help clients succeed with their online launches. Their primary focus is typically on creating high-converting sales pages, email sequences, overall strategy, and promotional materials that drive sales and engage potential customers.

Wait, what’s an online launch?

An online launch is a coordinated marketing campaign aimed at promoting and selling an online course, coaching program, or membership to a targeted audience. It involves a series of strategic steps designed to generate interest, build engagement, and convert leads into customers.

The Importance of a Launch Copywriter

Launch copywriters play a crucial role in an online launch because there is SO MUCH COPY needed. And without compelling, aligned copy, even the most glorious courses can fail to gain traction. A skilled launch copywriter ensures that the programs value is communicated effectively, resonating with the target audience, building storylines, and eventually driving sales.

A launch copywriter not only writes but also strategizes the entire program’s message so it lands in the right light for those who need to hear about it. Their work directly influences the success of the launch, making them an invaluable asset to any course creator!

^This is an INCREDIBLY important difference from other types of copy that are so easily overtaken by AI! *This* point alone is what keeps you relevant, in-demand, and well-paid!

• Hook: This is the beginning of all copy that grabs attention with a powerful opening statement to inspire readers to read the next line. And then the next line…
• Value Proposition: Copy that clearly states the unique messaging of the product in a way they’ve never heard before
• Social Proof: This can include testimonials, reviews, and case studies to build trust and prove that your reader is not an anomaly and they too, can overcome this problem, just like others similar to them have
• Urgency and Scarcity: People are inherently lazy (yes, even us Type A’s!). Using honest limited-time offers or limited availability encourages quicker decisions
• Call to Action: These are the simple yet strategic buttons and sentences throughout the copy that invite readers to take action. You always want to guide your readers to what their next clear step is in the buying journey

But beyond these definitions, “sales copy” is so much more than that. Sales copy is well-researched messaging that inspires readers to make the best decision for themselves. And hey – sometimes their best decision is “no” – well-written sales copy only wants the *right* people to convert, rather than every person who reads it.

And this is where my mention of IMPACT comes in. That’s because when you speak to the right person, who has the problem that your offer overcomes (read: your clients course!), it provides you with incredibly fulfilling days when what you write can improve their life.

And then seeing the sales roll in for your client… giving you more experience to increase your rates and build your business—it’s a beautiful ripple effect!

How to Consistently Attract High-Ticket Clients

Now that we’ve established what a launch copywriter does and how it can lead to more fulfilling and higher-paying work, let’s explore how to get you there.

I’ll start by saying that a portfolio is less necessary than you often think. My first sales page client asked for one, but once I stepped into conversations with even a tad more experience (and thus, more confidence), and once I started attracting more quality clients, I never got asked for one again.

All that to say, they are handy to have in the beginning – but they become less necessary as you grow. With that, here’s what you can do to get one quick, and then easily allow it to build once you start making money. (AKA don’t waste time solely on your portfolio – put in the basics to get something to share with potential clients, but then focus on making real money with what you’ve got!)

Here’s the fun part – you don’t have to go out and write an entire sales page solely for your portfolio. Your best bet is to be open and honest with your first client – share that this is the first one you’ve written, and lean on the fact that they are getting an amazing price. PLUS highlight any previous client wins to instill trust and excitement in you as a worthy writer.

Therefore, you can build your portfolio from your first paying client…

Otherwise, here are my other tips, strategies, and suggestions going forward:

You always want to have a portfolio for the type of deliverable you’re offering. For example, if you want to offer sales pages, you wouldn’t share a portfolio of blogs… you need to have a sales page to share!

Start by finding sales pages online and re-writing a few sections. Focus on improving the headlines, subheadings, and key parts of the sales copy. You don’t need to rewrite the entire page; a few standout sections can effectively demonstrate your skills. Next, capture before and after shots using a tool like the GoFullPage plug-in, which allows you to take full-page screenshots of web pages. These before and after examples can visually showcase the impact of your copywriting.

2. The “hack” to building a strong portfolio

To attract high-ticket clients, your messaging needs to reflect the value you bring and the results you can achieve. This involves positioning yourself as an expert and emphasizing the benefits of working with you.

• Value Proposition: Clearly articulate what makes you unique and why clients should choose you over competitors. Focus on the results you deliver and the problems you solve for your clients. The key here is to open conversations about bigger strategies that you tackle – the overall funnel, how your client’s audience is finding them, attracting them with the right freebie, launch plans, and your client’s overall marketing…instead of just talking about “the words you write.” That’s because in a world of A.I, there’s less emphasis on just populating words, and more emphasis on the strategy and messaging behind it.
  
• Client Testimonials: Use testimonials from satisfied clients to showcase your success stories and the impact of your work. High-ticket clients want to see proof that you can deliver on your promises and that you’ve worked with people like them before
  
• Thought Leadership: Establish yourself as a thought leader by sharing insights and expertise through various channels. This can include publishing articles, giving webinars, speaking at conferences, and sending value-packed newsletter emails to your list. Demonstrating thought leadership helps build credibility and attracts high-ticket clients who are looking for trusted experts
  
• Remove Low-Paying Work: Nothing shouts “generalist copywriter” more than offering low-paying and a la carte projects on your website. Seeing these options will actually turn away potential high-paying clients, because they don’t believe you’re a right fit for them. Instead, prospects want to see overviews of your processes, packages, and frameworks to make them feel confident and excited about investing in you

Building relationships with potential clients and industry professionals will open doors to high-ticket opportunities. This is an area that often goes overlooked and under-valued – you’ve got to start making connections online, friend!

Here’s how:

• Referrals: Ask satisfied clients for referrals and testimonials. Word-of-mouth recommendations can be powerful in attracting high-ticket clients. Don’t hesitate to reach out to your network and let them know you’re available for new projects, either. Ask if they need help with any sales page copy!
  
• Befriending Other Copywriters: Build relationships with other copywriters! I really can’t stress this one enough. Why? Your fellow copywriters will end up referring clients to you when they’re overbooked or when they encounter projects that are better suited to your expertise. They also become potential collaborators on projects, long-term referral systems, and overall pillars in your growing career
  
• Show Up in Your Prospects’ Circles: Overall, you want to consider making yourself visible in the spaces where your potential clients spend their time. This can include guesting on the podcasts they listen to, participating in the programs they’re part of, or contributing to the online communities they post in.

By actively networking and reaching out to potential clients, you can build strong relationships that lead to high-ticket projects. Combining these efforts with a compelling portfolio and strategic messaging will position you as a top choice for premium clients.

Effectively positioning your sales page service is essential for attracting and retaining high-ticket clients. In the course creation industry, savvy clients often already understand the importance of high-converting sales pages… Your task is simply to demonstrate why you are the right person for them.

High-ticket clients can immediately tell if you’re someone they can trust based on your processes. From the moment they submit an inquiry, everything should be organized and clear.

• Inquiry Response: Ensure that your responses to inquiries are prompt, professional, and informative. Provide clear next steps and what they can expect from the process
  
• Seamless Sales Calls: Make scheduling and conducting sales calls effortless. Use reliable scheduling tools, send reminders, and be punctual and prepared
  
• On-Brand Proposals: When sending proposals, ensure they are on-brand and accurately capture the client’s needs and goals. A well-crafted proposal that reflects your understanding of their project instills confidence and trust
  
• Onboarding: Have clear processes here to gather research and information you need to set the project up for success
  
• Project Management: Clear communication, organized documents, on-time delivery, and genuinely doing what you said you would will make the project run smoothly for both you and your client
  
• Offboarding: Complete your “wow” customer experience with seamless offboarding: seamless project delivery, review, feedback, testimonials, and offers for more ongoing work. When a client has enjoyed working with you, they will not only tell their friends, but they’ll keep coming back for more!

It’s important to put out content that aligns with what your clients are looking for! You’ll want to develop a strong personal brand by sharing valuable insights and expertise through blog posts, social media updates, webinars, and other content channels. This not only demonstrates your knowledge but also positions you as an authority in your field.

Remember all that messaging talk above? That’s important here. For example, writing a blog about how to start a website, would only attract clients who are in the beginning stages of entrepreneurship, and likely aren’t ready to launch a 1:many offer. Instead – what problems are your ideal, higher-paying clients facing? *These* are the discussions and conversations you want to have in your content.

By establishing trust through good processes, emphasizing quality over cost, leveraging your network, and engaging in content marketing, you can effectively position your sales page services to attract and retain high-ticket clients. Remember, your clients are looking for reliability and excellence, just like they would choose a high-end steakhouse over a fast-food restaurant.

Let’s wrap today up by sharing about the true potential a well-written sales page can bring. The following is a case study from one of my own personal 1:1 launch clients.

How Quiltpreneur Elizabeth Chappell Achieved a Record-Breaking $260k Launch with a New Sales Page

The Overview: English teacher turned quilting educator, Elizabeth Chappell, always had an entrepreneurial spirit. She had launched two businesses previously, but ultimately gravitated towards the quilting space because of her love for the industry and the immense potential for growth she saw in it.

The Challenge: Despite her success, Elizabeth felt she had hit a plateau with her launches and knew putting effort into a more aligned sales page was the next step in her growth. “I was maxed out on ideas on how to improve conversions on my sales page,” she admits.

The Solution: An irresistible, well-researched, personality-driven sales page to match Elizabeth’s expert offer and premium positioning.

The Impact: A Quarter-Million-Dollar Launch! 

• After I wrote Elizabeth’s brand new sales page, she welcomed 261 new students into her course and made a record-breaking $260K. This result was a 195% increase in sales from her previous launch, and profound levels of impact in her industry

For those looking to break into the world of launch copywriting, positioning your business effectively is just as important as honing your writing skills. Here are some practical tips to help you establish and grow your launch copywriting business…

Write Every Day

The most successful copywriters write every day to improve their craft. Consistent practice helps you develop your voice, experiment with different techniques, and refine your skills. Whether you’re working on client projects, personal projects, or just journaling, make writing a daily habit.

Build a Swipe File

Start a swipe file and save sales pages that catch your attention. Analyze why they work and what makes them compelling. Ask yourself:

• What made you keep reading?
• What did you not like on the page?
• How was the messaging of the offer communicated?
• What techniques were used to build trust and create urgency?

By studying and analyzing other successful sales pages, you can gather inspiration and ideas for your own work! This ongoing research is invaluable for staying current with industry trends and improving your own copywriting.

Follow a Few Key Influencers

It’s easy to get overwhelmed by too many voices and opinions. Instead, follow only a few launch copywriters that you admire. Choose personalities and business models that resonate with you, and go all-in on their content. This focused approach allows you to learn deeply from those who inspire you without getting distracted.

Position Your Business for Sustainable Success

Always remember that cold emailing can provide an immediate payoff (which is great!), but it’s also not long-term. Because once that single project is done, you’re back to cold emailing and searching for your next client. You overcome this cycle by setting up systems that begin to attract clients to you. As a final reminder, this happens through…

• Content marketing – publishing high-value content, podcasts, emails, etc. 
• Thought leadership – sharing your perspectives online rather than just reiterating what everyone else is saying
• Building and positioning your online brand, which builds trust and credibility
• Only offering high-value services (no more undercharging and no more offering low-paying a la carte work)
• Developing strong business processes that not only surprise and delight your clients, but help make the project run smoothly for you

These practices will help you begin to position yourself as a Luanch Copywriter, so you can step into a world of high-ticket clients who value your talents. Cheers to you and growing your copy business in a sustainable and impactful way.

Understanding the role of a launch copywriter, utilizing key strategies, positioning your sales page services, and effectively marketing yourself are all crucial for scaling your copywriting business. The launch industry is a BOOMING $325 billion industry, and there is so much room for you to do amazing things in it. 

When you’re ready, here’s your next step to make it happen – join me for a quick training that may just change everything for you and your business…