How to have a successful launch… even with butt-ugly copy

If your last launch didn’t go quite as well as you’d hoped, or your hotcakes didn’t sell like… well, you know… 

… it might not be your writing that’s causing the problem.

In fact, odds are, it isn’t.

As a copywriter, I shouldn’t be telling you this, but, because I’m a half-decent human being, I will:

It’s not about the words you use.

When you’re making an offer to a bunch of people – your people – your success doesn’t hinge on the words you use.


The first time I heard someone say “40-40-20”, I thought… “Crikey, she must have trouble staying upright!”

40-40-20, it turns out, isn’t a ladies measurement…

… it’s a ratio – the ratio for what makes a launch or sale successful.

40% is the quality of your audience – who are you selling this to? Are they primed to buy?

40% is the quality of your offer – do they really want this?

20% is your copy – the words you use to sell them on it.

The best copy in the world won’t sell the wrong product to the wrong audience.

I don’t care who you have writing it – it won’t work.

So, before you sit down to think of some amazing hooks, angles and lines for your sales page…

… ask yourself some questions about your audience and your offer.

Here are a few to get you started:


– Are your audience used to hearing from you, or are they just a name languishing, neglected, in your rusty Mailchimp account?

– Have they bought from you before, or is your list made up entirely of friends, family and freebie-seekers?

– What do you need to do to warm up your audience, so they’re begging to hear about your offer?


– Is your offer something they actually want, need and desire? Are they screaming out for this solution?

– Are you delivering it in the way they want to consume it?

– Have you priced it at a level that makes it seem like a total no brainer?

Your audience and offer will determine 80% of your success – they’re worth spending time on.

Good copy accentuates AUDIENCE and OFFER, not replaces them.

While we’re continuing with things I shouldn’t be telling you as a copywriter…

… even lacklustre copy can sell the right product to the right audience.

Just don’t tell anyone else though… please?