this list is now archived - look inside https://github.com/sw-yx/brain if you would like an updated list! thank you.

launch-cheatsheet

how smart people launch things. My own launch was on July 1.

Table of Contents

• Launches to study
• Required Reading
• Advice
• Pricing
• Affiliates
• Bundles
• Podcast Sponsorship
• Endorsements / Testimonials
  • Testimonial paid services
• Branding
• Landing Pages
• Community Landing Pages
• Landing Page Copy
• Launch Email
• Launch Tweets
• Show HN posts
• Email
  • Titles
  • Automation
• Infoproducts
• Post Launch
• Long Game
  • Email
  • Twitter
  • Sales
  • Repurposing
• Getting Started

Launches to study

Other infoproducts:

• Dev products I haven't researched yet
  • https://debuggingcss.com/
  • https://reactsecurity.io/ in progress https://www.youtube.com/watch?v=zlDnK1jxYg4&list=PLlRapu2ErjJ-qSQT9fhh3wdgLU8nynzeN&index=3
  • https://formdesignpatterns.com/ (smashing site)
  • Learn AWS by Using It
  • Dracula Pro - Launch Tweet, PH, HN flops 1, 2, 3, third party success, 6months - 56k
  • Sketching with CSS - podcast interview on Marketing an eBook - $150k lifetime sales over 8 years, still selling about $1k a year
  • Opinionated Guide to React
  • Cloud Native Web Development
  • Laravel Queues in Action https://twitter.com/themsaid/status/1298903424788987904?s=20
  • https://studywebdevelopment.com/freelancing.html
  • https://beginnertailwind.com/
  • https://makereactapps.com/
  • 14 habits https://news.ycombinator.com/item?id=23831851#23836501
  • Designing Data Intensive Applications https://martin.kleppmann.com/2020/09/29/is-book-writing-worth-it.html
• Managers
  • https://resilient-management.com/
  • https://managinghumans.com/pitch.html
• Marketers
  • https://www.refactoringgrowth.com/
• Designers
  • That Portfolio Book https://thatbook.com/portfolio/
  • https://shapeofdesignbook.com/
  • https://radicaldesigncourse.com/
  • https://letsgoto.nyc/
  • https://designsystemfoundations.com/ nice ToC
  • https://www.designingui.com/
• Misc
  • Secret Sauce - Author discussion
  • Make Book by Pieter Levels
  • Start Freelancing Today - Kelly Vaughn
  • Zero to Sold Arvid Kahl - Launch Tweet - launch story
  • https://seanwes.com/book/
  • iPhone https://youtu.be/xxBc1c3uAJw
  • hey https://twitter.com/GoodMarketingHQ/status/1281592433931948033?s=20
  • https://youtu.be/5sA_EEr9MJ4
  • Product Hunt launch tips from Derrick Reimer https://microconfpodcast.com/episodes/microconf-refresh-episode-36-reaching-the-top-of-product-hunt-with-derrick-reimer

Good meta discussions:

• https://news.ycombinator.com/item?id=13876514
• Authority Success Stories https://www.youtube.com/watch?v=f7i-clcopwI

All Adam Wathan interviews:

• https://www.ecpodcast.io/episodes/adam-wathan-creating-and-launching-courses-for-developers

Required Reading

• https://writeusefulbooks.com/ from Rob Fitzpatrick

Gabriel Mercer on the SPF podcast adopts Tony Robbins' Business Mastery roles:

• There are three roles in creating things: Talent (making things), Manager (growing things), Entrepreneur (taking risk).
• Our parallel: Artist (writing), Director (run and manage team), Producer (marketing, networking, interacting with readers)

as solo product makers we do all 3.

Chris Guillebeau's 39 steps to launch PDF and Podcast Ep 1234

• Prelaunch
  • Studio start hyping their movies a year in advance - let them know whats in advance, whats the release date
  • Set a goal - if you have never launched before (get first customer? whats a good number?)
  • Build urgency - true reason for timeliness or scarcity going into the launch
  • Remember 6 factors of persuasion: authority, commitment and consistency, social proof, liking, reciprocity, and scarcity.
  • Record a video or audio message to complement your written copy
  • Write copy in advance, proofread everything, check it on mobile
  • Test purchase your own product to make sure it works
  • Ask for help to spread the word. Your friends will help, but you have to ask.
  • og tags: https://webcode.tools/open-graph-generator/book
  • book cover: https://convertkit.com/how-to-make-an-ebook-cover
• Launch day:
  • soft launch, make sure everything working
  • post on social networks youre already active in
  • use GA to monitor website traffic - write to first 3-5 buyers, make sure everything is OK
  • celebrate your win
• Postlaunch:
  • think about next launch, write down what you learned

Launch by Jeff Walker - recommended by Emma Bostian

https://booklaunch.com/

http://onepagelove.com/100

Austen Allred's Secret Sauce book talk https://www.youtube.com/watch?v=6key9jl9w8Q

• 100x content on reddit
• all biggest second-tier publications in Medium
• Invite Queue - viral waiting list
• Twitter - follow liker, thunderclap
• some misc growth hacks for kickstarter

(thanks to @estevanmaito for the below)

An eBook pricing model that resulted in $100,000 in sales - How you price a product can have a radical impact on the revenue you make from it. My search for the perfect pricing model resulted in an additional $50,000 (a 170% increase) in revenue. Here’s how.

Six figures in 26 hours - Behind the Scenes of a $177,803 Hand Lettering Course Launch That Made the First Six Figures in 26 Hours

Mariah Coz presentation

The $61,392 Book Launch That Let Me Quit My Job - Within the first three days it generated $61,392 in revenue and gave me the confidence to quit my day job and work on my own ideas full-time. (You cited Adam, so you probably already read this, but I didn't found any mention to the email templates, so, here it is just in case)

Nailing Your First Launch - Adam Wathan - More details into the 'Refactoring to Collections' book launch

How I Made $40,000 Off A Book…Before I Even Published It. - Every product and marketing strategy is different and will yield different outcomes. Every product serves a different market need and some are more needed than others.

How mispricing an eBook got me the wrong readers. What I learned. - I had to completely remove it from sales too, to fix my mistake. That's me.

Mythbusting the best-practices of best-selling nonfiction, with April Dunford - with Rob Fitzpatrick

the Ladybug team on selling ebooks - self publishing, software, selling, pricing

Advice

• Wesbos: https://www.youtube.com/watch?v=KBlOxBQrP9I
  • 5 parts quality content
    • pick something hard-ish, that they'd take a while to learn
    • no brainer value - is it worth it? need to convince your boss? calculate ROI
    • pick something that sells itself
    • solves a pain
    • evergreen - flexbox is done
  • 2 parts personality + reputation
  • 2 parts community
  • 2 parts good marketing
    • who is this for?
    • email is king - 4.2x twitter
    • Sell hard but not too hard - social proof works
    • Launch Price - 4890 already sold! live number
    • TELL THEM its good
• https://www.katedoster.com/7-key-elements-of-a-successful-launch/
  • Don't just launch out of nowhere - as simple as "next week email" or a launch trigger - webinar, challenge,
  • Bigger isn't always better - which will you actually do? Like really?
  • Be more excited for them then your product
  • Have an audience booster close to your launch (if you can)
  • Have some type of urgency/ scarcity
  • Email more than once--- seriously.
  • Have faith & leave room for miracles and fun

Pricing

• 3 tiers. 1x, 2.2x, 5x. https://twitter.com/jhooks/status/1261687440588210177/photo/1
• 3 pronged pricing https://copywritingcourse.com/the-three-pronged-pricing-technique/
• 3 tier Do It Yourself, Done With You, Done For You pricing
• 2 tiers - http://www.youtube.com/watch?v=ajrDxZRpP9M&t=34m0s (34mins) wesbos style - real product is 2nd tier
• 3 tiers. 39/119/249 http://www.youtube.com/watch?v=ajrDxZRpP9M&t=36m0s (36mins)
• 3 tiers. 29/99/249 https://blog.asmartbear.com/selling-ebook.html
• 25%/35%/45% launch discount. stepped discount - bigger discount for big tiers
• https://onepagelove.com/tag/pricing-table
• https://www.helpscout.com/blog/pricing-strategies/
• https://convertkit.com/ebook-pricing

Pricing page swipe file

• https://swipefile.com/pricing/

Tax info

• VAT: https://twitter.com/vvoyer/status/1347488977738149888?s=20
• alternatives to Stripe https://news.ycombinator.com/item?id=27461196
• Stripe liability (or lack of) https://news.ycombinator.com/item?id=27461608

Affiliates

• wesbos https://www.youtube.com/watch?v=KBlOxBQrP9I

  • offer high cut for affiliates. 2 week cookie.
  • the right people are key. 6-7 affiliates.
  • something shady with adblockers idk

• 5 tips referral programs https://sidehustleschool.com/episode/1360/

  1. build referral language into a customer experience, at every touch point encourage them to tell their friends
  2. setup formal referral program (money, discount, with a link) - beneefit can just be more of what they're already buying from you - so your costs are going to be lower
  3. combine ongoing referral program with special promotion - eg classpass always $40 if u refer a friend, but sometimes $500 if you refer a few
  4. make a simple ask at the conclusion of a simple interaction, if they're delighted - dont miss out
  5. https://www.amazon.com/Referral-Engine-Teaching-Business-Market/dp/1591844428

Bundles

• black friday deal with other authors. High value > deep discount.
• 4 day sale.
• 3 books + videos for 49, 20k in sales

Podcast Sponsorship

wesbos https://www.youtube.com/watch?v=KBlOxBQrP9I

• Find people who run podcasts that will vouch for your product.
• make it good: "wes did an awesome job with this series etc"
• shoptalk show - sponsorship was good

Endorsements / Testimonials

REMEMBER: Your Landing Page with 8 testimonials does not need a 9th. Kick out the weakest of the bunch. - Rob Hope

• use https://helpthisbook.com/ for reviews? (its new)
• give 4-8 weeks with a final week followup?
• https://www.amarketingexpert.com/step-by-step-guide-to-getting-celebrity-book-endorsements-forewords-and-early-reviews-for-your-book/
  • book cover
  • 1pg overview of book
  • early reviews/endorsements
  • table of contents
  • 3 chapter sample
  • prewritten forward/endorsements
• https://writersrelief.com/2015/02/25/get-book-cover-quote-endorsement-famous-author/
  • Introduce yourself in a personal way, then state that you’re asking for a book jacket quote.
  • Briefly offer the details about your book: genre, story, publisher, release date.
  • Explain why you think the author in question is a kindred spirit who might like your book. Possible reasons could be: you also like his/her writing; one of the author’s titles compares well with yours; or you both love and write about the same topics.
  • Give the author a deadline for the potential endorsement, but offer as big a timeline as possible.
  • Let the author know where the blurb will be used. Will it be on your book cover, your author website, or both?
  • Don’t forget to say thank you!
• https://pithywordsmithery.com/2017/01/book-endorsement-quotes/
  • Email Subject: Will you endorse my book?
  • The introduction of the book and one or two of the best chapters, ideally put into one PDF that is marked confidential. (You should offer to send the whole manuscript, but don’t send it right away. It could seem overwhelming to review a long document and be a turn off.)
  • A jpeg of the cover art, if you have it.
  • Step 1: Insert flattery while at the same time being genuine. Bonus points if you can proactively help the person out somehow.
  • Step 2: Draw a connection between what they do and your book.
  • Step 3: Explain the project.
  • Step 4: Explain what you need and provide a deadline.
• https://blog.reedsy.com/live/get-amazing-endorsements-book/
• https://onepagelove.com/requesting-testimonials
  • Step 1: Request a detailed testimonial
  • Step 2: Edit the testimonial, extracting highlights
  • Step 3: Confirm the testimonial edit with your customer

Dear THEIR NAME,

My name is YOUR NAME and I've recently finished a book that I think you would be interested. It's called TITLE and it's DESCRIPTION OF THE BOOK. I've attached a sample of the book here to give you a better sense of it.

NOW, IN 2-3 SENTENCES, CONNECT THE BOOK TO THEIR WORK OR LET THEM KNOW WHY YOU'RE INTERESTED IN THEM OR HOW THEY INSPIRED YOU.

I'd be honored if you would consider looking at the book, and if it resonates with you, providing me with an endorsement. If you'd like, I can send you a full digital or paperback version of the book, whichever you prefer.

PERSONALIZED CONCLUSION LINE THAT, AGAIN, CONNECTS YOUR WORK TO THEIRS.

Thanks for your time and consideration,

YOUR NAME

Hi <author name>,

I loved your book <title> and found it enlightening because . . . ​<briefly explain>

I have a new book coming out this winter: <title>. It’s about <brief description, just two or three sentences>. I am in the process of gathering endorsements for the jacket. Would you consider providing a testimonial? I would be happy to send you sample chapters or the entire manuscript for review—whatever you prefer. Having your support would mean a lot to me.

Thanks very much for your consideration.

Warm wishes,

<your name>

<your website link so he/she can see you’re a pro>

Testimonial paid services

more for b2b saas

• https://testimonial.space/#testimonial
• https://www.testimonialhero.com/

Branding

• https://yourenotadesigner.com/
• https://99designs.com.sg/ contest based, controversial
• https://www.designcrowd.com/ contest based design
• https://www.designhill.com/ A creative marketplace with over 150K designers (and nearly as many clients). They feature both competitions and normal gigs.
• https://www.yunojuno.com/ creative freelancers marketplace

Landing Pages

🚧 CAPTURE LEADS AS SOON AS POSSIBLE MAKE THEM THINK "THESE ARE MY PEOPLE"!

builders:

• https://designmodo.com/startup/
• https://unbounce.com/
• https://carrd.co/build
• https://frontendor.com/
• https://gumroad.com/l/devbook-theme

Nice Landing page templates

• https://demos.onepagelove.com/html/devbook/
• https://carrd.co/build#landing (i dont love these)
• https://onepagelove.com/tag/book

see linked landing pages above

• https://www.youtube.com/watch?v=KBlOxBQrP9I
• https://www.youtube.com/watch?v=vAE1Ssc56Nc
• https://news.ycombinator.com/item?id=8471161
• https://twitter.com/jmoserr/status/1402635598423199756?s=21
• Rob Hope tips at WCEU
  1. Intro copy must resonate with the user problem
  2. All content must answer doubts
  3. Build trust with Testimonials
  4. Create haste
  5. DONT FORGET THE WHY.
• rob hope checklists
  • design https://chl.st/OObS7wYh8/
  • dev: https://chl.st/1EgYIolYA
  • testimonials: https://chl.st/A98R6wWCb
  • pricing: https://chl.st/6ZJg--z0N/
  • images: https://chl.st/RheVCrXQT/
  • prelaunch: https://chl.st/-Xfs0vIDM/
• FAQ Footers: https://onepagelove.com/tag/whitespace
• course landing oage breakdown https://twitter.com/robhope/status/1387436455400656898?s=21
• b2b landing pages https://www.mikesonders.com/saas-website-content/

Storybrand formula https://docs.google.com/presentation/d/1bKxm-LCspCyRYUcar8IrteaGECcNjBLBhOCDNCMFpak/edit?usp=sharing

Landing page checklist:

• DONT LEAVE SERVICE WORKERS ON https://twitter.com/swyx/status/1265324631101026312
• email signup that sends preview content for new traffic "sign up to get four free preview lessons on XXX"
• testimonials - use feedback from your tests
• tier from highest price to lowest price
• META TAGS https://metatags.io/
• scroll-behavior: smooth;
• Include a support email within error messages
• in page demo? https://twitter.com/robhope/status/1290621775227822082
• show value isntantly https://www.weskao.com/blog/how-to-instantly-show-your-value
• 10 tips from rob hope https://blog.emailoctopus.com/10-powerful-conversion-tips-for-a-better-newsletter-landing-page/
• harry dry's list https://marketingexamples.com/conversion/landing-page-guide
• more landing page advice https://blog.roastmylandingpage.com/landing-page-roasts/

Community Landing Pages

• https://www.smartpassiveincome.com/pro/
• https://bloggingfordevs.com/
• https://nesslabs.com/membership

**What they do well **

• The headline tells visitors exactly who the community is for. "Curious minds"; "Developers without an existing audience".

• Benefit-focused copy that addresses member's tangible and aspirational goals. People don't join a community to receive features or attend events. They want to learn new things, increase productivity, or feel more confident.

• Social proof through result-focused testimonials, real-time stats, community previews or videos. They show us what success looks like for existing members, and what we can expect to find once inside.

• A single call to action gives people a clear path to get started. Whether it's applying before X date, leaving an email address, or subscribing right away, we know exactly what step to take.

• ... and a personal touch. A community landing page that reflects your personality will inevitably stand out. Sharing a bit about who you are and why you care goes a long way in helping people trust you –– and decide to join your community!

• Donald Miller's Building a Storybrand. https://www.toptal.com/designers/ux/storybrand-framework

Landing Page Copy

• https://twitter.com/robhope/status/1265278107088347136
• “Your customers don’t care about your product, they care about their problems.” – Sahil Lavingia
• keep it positive, dont snark on competitors
• Wesbos http://www.youtube.com/watch?v=KBlOxBQrP9I&t=20m0s (20mins)
  • "Upgrade your JS Skills". "Learn React.js in just a couple of afternoons"
  • "A premium step by step training course to get you building real world React.js + Firebase apps and website components.

Launch Email

• prelaunch
  • include all package and pricing details
  • complete TOC list
  • final free content preview
• launch
  • its done
  • link
• T+1
  • email early feedback from people
• T+x
  • send another free preview
• closing the launch
  • http://www.youtube.com/watch?v=ajrDxZRpP9M&t=43m0s (43mins)
  • social proof
  • DONT SPECIFY CLOSE DATE IN ADVANCE

Launch Tweets

• http://www.youtube.com/watch?v=ajrDxZRpP9M&t=28m0s (28mins)
  • announce that you are going to announce something
• https://twitter.com/mddanishyusuf/status/1215947112187228161?s=20

Show HN posts

• https://news.ycombinator.com/item?id=20478339

Email

Titles

• Wesbos: http://www.youtube.com/watch?v=KBlOxBQrP9I&t=19m0s (19mins)
  • 3963 React.js Learners, JavaScript Challenges, and a quick question for you
  • ES6 Modules, Sublime Text Power User Update and a Redux Series!
  • 2017 React.js Learners. Thank you!

Automation

once purchased, move customer to a different list! don't keep selling sth they bought

Infoproducts

Ebooks

• pdf + epub + mobi is a must. stats: https://twitter.com/swyx/status/1265301477049790464?s=20
• typesetting https://twitter.com/dvassallo/status/1265335246393757696?s=20
• Proofreading
  • Tech Resume Inside Out - 1.25c per word, $800 for 80k words
  • Zero to Sold - Reedsy 100k words for $3k + 2.3k final editor + 800 for proofreader

people

• Wes Bos
  • launch story https://www.youtube.com/watch?v=KBlOxBQrP9I
  • 2014 https://sublimetextbook.com/
    • launch tweet https://twitter.com/wesbos/status/519123918422958081?s=20
    • HN https://news.ycombinator.com/item?id=8471161
      • 400 sales in week 1 @ 24-36
      • 16k visitors from HN
  • Command line power user (free)
  • Flexbox (free)
  • 2015 React for Beginners video series
    • https://reactforbeginners.com/ 69.50 ea
    • launch tweet https://twitter.com/wesbos/status/661551827301695492?s=20
    • HN: https://news.ycombinator.com/item?id=10499683 11k visitors
    • 1500 sales in week 1 @ 49-59
    • 29k emails -> 800 sales - $39200 in sales
• Adam Wathan
  • landing page: https://adamwathan.me/refactoring-to-collections/
  • https://course.testdrivenlaravel.com/
• Daniel Vassalo
  • http://userbase.com/
• Philip Kiely
  • https://philipkiely.com/wfsd/

Post Launch

• giveaway/pay what you want? https://news.ycombinator.com/item?id=23073126

Long Game

Email

• wesbos http://www.youtube.com/watch?v=KBlOxBQrP9I&t=20m0s (20min)
  • build a huge email list by putting up free courses
  • it establishes credibility with numbers
  • consistency: buy without reading website bc they loved prior work
  • discoverability - free on youtube, signin to download exercises

Twitter

• wesbos http://www.youtube.com/watch?v=KBlOxBQrP9I&t=34m0s (34min)
  • twitter: bring value TO twitter. they want to stay on twitter
    • hot tips 🔥 nuggets
  • creating content for your specific medium builds an audience that both trusts you and is hungry for more
  • as a creator you want to be on people's radars - say thanks, you open up dialog to get to know them better. textexpander snippet to give random thanks

Sales

• https://www.coryzue.com/writing/black-friday/

Repurposing

• https://www.useprocket.com/

Getting Started

• adam wathan http://www.youtube.com/watch?v=ajrDxZRpP9M
  • 8mins "help people where they already are"
    • 🔥 tips on twitter
    • what do you already put out that people get most excited about?
    • what have you learned from outside regular circles that you can bring in?
    • where are you ahead of the curve on? pay attention to things around you
    • what did you have to figure out yourself that would have been super helpful to past you
  • test your idea for your product
    • catalog feedback, reactions
  • define the product - package up the idea
    • written format, video course
    • plan small. always gonna turn out bigger.
    • email signup - promise content previews - screencasts with big discount
  • presales
    • http://www.youtube.com/watch?v=ajrDxZRpP9M&t=28m0s (28mins)
      • announce that you are going to announce something
    • share progress. send update with free content, or livestream to test out idea
      • tweet it out, always link to landing page so ppl can sign up
    • email once a week
• wesbos http://www.youtube.com/watch?v=KBlOxBQrP9I&t=37m0s (37mins)
  • small scale tests, blogpost, guides, downloads, see what sticks
  • do 20-30 tests
  • dont just copy people - "make it a thing" - bundle into a package and put a domain name on it
  • all about momentum - no home runs, grind it out
• authority
  • https://hiroko.io/self-publishing/