The 3 Types of Launch Content
Stop Thinking a Launch Is Just One Post
If you’ve ever “launched” by throwing up a single post that says, “Hey, my new thing is live — go check it out,” you’ve probably been disappointed.
A good launch is a slow build. It’s about bringing people along for the ride so, when you finally open the doors, they’re already leaning in.
There are three types of content that make this work — and they need to be used in the right order.
Pre-Launch Content – Warm Up the Room
Before you sell anything, you need your audience to feel the problem you’re solving. Not in a fear-mongering way — just enough that they think, “Yeah… I could use some help with that.”
When to Use: 1–3 weeks before your launch.
What to Post:
Short stories about the problem your offer solves
Behind-the-scenes of you creating the product
Quick tips or mini-wins that tie to your topic
Questions to get your audience talking
Example:
Before launching a new LaxPlaybook, I shared a quick story about a team I coached that wasted half the first quarter figuring out plays. I teased that I was working on something to fix that.
The Goal: Get people to start paying attention — without mentioning a price or “buy now” yet.
Launch Content – Make the Ask
This is where you actually tell people about your product. You’ve earned their attention — now it’s time to show them how you can help.
When to Use: While the cart is open (usually 3–7 days).
What to Post:
Announce what you’re selling and why it matters
Show exactly who it’s for (and not for)
Share what’s inside, how it works, and why it’s different
Add urgency — bonuses, deadlines, or limited spots
Sprinkle in testimonials or early user wins
The Goal: Make it ridiculously easy for someone to say, “Yes, this is for me — and I need to grab it now.”
Post-Launch Content – Keep the Momentum
Most people go quiet after a launch. That’s a mistake. Even if someone didn’t buy, they’re more aware of what you do — and you can use that momentum.
When to Use: Right after launch and into the weeks ahead.
What to Post:
Wins from customers who did buy
Lessons you learned from the launch
Mini tutorials pulled from your product (so they see the value)
A soft tease of what’s coming next
The Goal: Strengthen the connection, keep delivering value, and get people excited for next time.
The Bottom Line
A launch isn’t one loud post.
It’s a sequence:
Warm them up (Pre-Launch)
Make the ask (Launch)
Keep them engaged (Post-Launch)
Use all three, and you’ll stop feeling like you’re “shouting into the void.”
