BTS of my (current) launch

Got a sec? Do a gal a solid and let me know how you feel about the copy you're putting out into the world:

I’m in full launch mode over here, Reader.

In case you haven’t noticed from the last few weeks of emails, the Quarterly Copy Pass is about to open back up.

So, I thought I’d pop into your inbox with a little behind-the-scenes look at 7 ways I've been preparing for the launch – partly because who doesn’t love some BTS content??

And partly because, if you’ve got your own launch coming up, maybe some of it's useful to you.

Off we go!

1) I’ve spent the last few months focused on audience + list growth.

In preparation for the launch, this summer has been list-growth galore – freebie swaps, joint workshops, a summit or two, email takeovers, a bundle. All strategically timed early enough that anyone new has had some time to settle in.

(Oh hi there if you’re someone new!)

I also gave my list a good scrub – deleting several hundred inactive subscribers – to make sure I was ready to launch to the right crowd.

2) I listened to what didn’t work last time. And left the rest alone.

After my last Quarterly Copy Pass launch, I sent a survey to the people who didn’t join. And their reasons for not joining weren’t about offer or the price.

(Want to know what the top reason actually was? I wrote a whole email about it here – it’s a pretty annoying but universal business truth.)

So, I didn’t touch the offer structure or pricing since those were already validated. What I did change was the launch window itself.

This time it’s tighter – under a week instead of 10 days. There’ll also be more emails in that shorter window. Though I promise I’ll give you an easy way to opt out if it's not your thing!

3) I’ve been planting the seeds for months rather than weeks.

Sure, you can pull off a decent last-minute launch. But I suspect a lot of the secret sauce is in the pre-launch work nobody sees.

From my end, that’s looked like being far more intentional in my newsletters instead of just allowing them to go wherever my brain takes me in a given week.

So if you’ve been reading along, then yup, you’ve been getting seeded :-)

(And no shame in going back through the last few to connect the dots if you’re into that sort of thing!)

Beyond the newsletters, this has also meant giving myself as many chances as possible to talk about the Quarterly Copy Pass, including:

networking features,
hot seats in my various business communities,
and plenty of 1:1s.

Not in a sales pitch-y way, but as a way to "plant that seed" and make sure people know it exists.

4) I prioritized my waitlist and started building it waaaaaay early.

They say it’s not a real launch if you’re not sick of talking about your offer.

Given that I’ve had a consistent waitlist CTA for months now, I fear I may already be borderline sick of talking about it... and the official launch hasn’t even officially begun. 😅

Want in on said waitlist? Early access opens next week, but only for waitlisters. Join here.

5) I’ve been dipping more into the world of segmentation. (*Finally!*)

An embarrassing confession: I regularly advise clients on email segmentation and the relevant follow-up campaigns.

And yet, I’ve historically been pretty terrible about doing it for my own business.

So this launch, I made time to be more strategic.

Not everyone on my list will be getting the same set of emails. Some of you are on the early-access track. Some of you are getting the general sequence. And a few of you – the people who’ve shown me you’re a little more into copy specifically – might get a couple of extra notes on top.

I know there’s faaaaar more I could do here. But we’ll save that for next time!

6) I migrated my entire email system *well* ahead of launch.

After months of deliverability issues with my previous platform, I made the decision to migrate to Kit to A) give myself the best possible chance of landing in the inbox, and B) because Kit has some pretty great features. (Like that fun poll at the top of this email!)

If you'd like to know more about why I made the switch and how Kit sneakily got inside my head (it's a solid lesson in understanding your audience), click here for all the deets → I’ve been got!!!

7) I’ve been intentional about giving people a low-stakes way to see what it's like to work with me.

Nearly every single person who’s ever grabbed a Quarterly Copy Pass started by attending one of my Quick Copy Clinics first.

Not because I pitch the Quarterly Copy Pass at the Clinic (I really don't – I'm too busy reviewing everyone's copy live and trying to remember to breathe!).

But there's definitely something about sitting in a live session, watching how I think through someone's copy in real time, and walking away with personalized feedback on your own copy that does the "selling" for me.

Knowing how well this works, I doubled down on the Clinics this launch and even added a second September event after the first one sold out.

There are still 2 tickets left if you want one (just 9 bucks each)!

~~~

Anyway, that’s the behind-the-scenes tour. Hope you found it helpful!

~Nicole

P.S. Stay tuned. Launch is almost here!

P.P.S. Read through this whole novel-length email but still have no idea what launch I’m even talking about??

It’s for my Quarterly Copy Pass – which is made for business owners who write their own copy (or write it with the help of AI) and want ongoing, personalized, *human* feedback to make it as strong as possible.

Join the waitlist here for early-access details (coming next week… but only if you’re on the waitlist ;-)