Let’s be real for a second – launching anything (a program, a service, heck, even a new recipe) can feel like running a marathon... barefoot... in the rain.
Especially when it comes to the copy.
The pressure to get everything just right so it doesn’t flop? It’s intense. And, for a lot of functional and naturopathic providers, this is where the wheels tend to come off the wagon.
But hey, don’t panic! We’re in this together, and I promise it’s not as scary as it seems.
Writing launch copy that actually converts isn’t about reinventing the wheel. It’s about taking some simple steps to overcome the usual hurdles that trip people up and crafting a message that feels authentic, clear, and – dare I say – fun to read (yes, fun!).
So, let’s dig into some of the most common launch copy pitfalls and how you can avoid them.
By the end of this, you’ll have a few tricks up your sleeve to make your next launch way less stressful and way more successful.
Launch Copy Hurdles and How To Overcome Them
Now that we’re settled in, let’s get down to business – the kind of business that makes your launch copy work for you instead of against you.
There are 7 common hurdles I see all the time when it comes to writing copy that converts.
Think of these as those annoying speed bumps that slow you down right when you’re picking up momentum.
But don’t sweat it. We’ll clear the path, and you’ll be breezing through these challenges in no time. Let’s break them down and turn those hurdles into stepping stones!
1. Understanding Your Ideal Audience
Hurdle: Who even are you talking to?
Let’s be honest, if you don’t know exactly who you’re talking to, your message is going to be like shouting into the void.
Trying to please everyone with your launch copy is like making a smoothie with every single ingredient in your fridge – it’s going to taste weird, and no one’s going to want it.
Solution: Get laser-focused on your people.
You need to know your audience like you know your best friend’s deepest, darkest Netflix guilty pleasure.
For example, if you’re launching a hormone-balancing program for women in menopause, you’re not just talking to “women” – you’re talking to women who are tired of the mood swings, hot flashes, and bloating that make them feel like a different person every day.
Speak directly to their frustrations and show them the light at the end of the tunnel – whether that’s hormone-friendly meal plans or protocols that finally bring their body back into balance.
2. Crafting a Clear, Irresistible Offer
Hurdle: The “what do I actually get?” confusion.
You know your program is amazing – you created it!
But if your offer is as clear as mud, your audience will either scroll away confused or fall asleep before they reach your CTA.
Features like “six coaching sessions” might sound great to you, but your potential clients are sitting there wondering, “But what’s in it for me?”
Solution: Paint the transformation, not the parts list.
People don’t care how many Zoom calls or PDFs are in your program – they care about the results.
So, instead of saying, “You get access to our supplement guide and wellness journal,” say something like, “You’ll have a step-by-step roadmap to finally beat your chronic fatigue and inflammation.”
See how much juicier that sounds?
If you’re a naturopath launching a gut health program, frame the offer as the solution to digestive issues that have plagued them for years, not just a collection of modules.
3. Establishing Credibility and Trust
Hurdle: Trust me... said no one who converts.
In the wellness world, your audience is inundated with “experts,” so they’re understandably a little skeptical when someone new comes along promising big results.
If you don’t build trust quickly, they’ll swipe left on your offer and head straight for someone else who has a more convincing story.
Solution: Social proof is your BFF.
Show them you’re the real deal. Testimonials, case studies, client success stories – load them up.
For example, if you’ve helped a patient get their Hashimoto’s under control through functional medicine, shout that from the rooftops (or at least from your sales page).
And if you’re just starting out and don’t have testimonials yet, lean into your credentials: talk about your experience, certifications, and your track record in practice.
People want to know they’re in safe hands – so make sure they see that you’re more than qualified to guide them to the results they want.
4. Writing Engaging, Benefit-Driven Headlines
Hurdle: Snooze-worthy headlines.
If your headline doesn’t grab your readers by the eyeballs, they won’t stick around long enough to care about the rest of your awesome copy.
You don’t want them thinking, “Well, that’s boring, what’s next?”
Your headline should be the first thing that makes them sit up and say, “Okay, I need this.”
Solution: Headlines that pack a punch.
Your headline is your first (and maybe only) chance to hook your audience, so make it count!
The trick is focusing on benefits over features.
Let’s say you’re launching a mold detox program. Instead of saying, “Learn how to detox from mold,” how about “Kick Toxic Mold Out of Your Body and Reclaim Your Health – No Harsh Protocols, Just Results.”
See the difference?
We’ve gone from dull to irresistible by focusing on the end result – reclaiming vibrant health. Bonus points if you sneak in some keywords to help with that SEO juice.
5. Addressing Objections in the Copy
Hurdle: “But will this really work for me?”
Even when your audience is interested, they’re probably running through a laundry list of reasons why your program might not work for them.
“Is this too expensive?”
“Will I even have time for this?”
“What if my chronic fatigue doesn’t improve?”
You get the point.
Solution: Objection busting – early and often.
Address those concerns head-on in your copy, before they have a chance to fester in your reader’s mind.
For instance, if you know people often worry about time, mention how your program is flexible and can fit into even the busiest schedule (looking at you, working moms).
If price is a concern, highlight payment plans or explain the value – like how investing in your naturopathic protocol now can save them from future health issues (and bills). For example, you might say, “Tired of spending hundreds on supplements and doctors that don’t work? Our personalized gut reset could save you months of trial and error and finally bring the results you’ve been chasing.”
6. Creating Strong Calls to Action (CTAs)
Hurdle: Vague, wimpy CTAs.
You’ve written a beautiful sales page, and then at the very end, you just throw in a casual “Sign up now!”
It’s like running a marathon and then forgetting to cross the finish line.
Your call to action needs to be strong, specific, and make your reader want to click.
Solution: Use CTAs that get them excited to act.
Your CTA should have them saying, “Yes! I need this in my life!”
So, instead of a lackluster “Sign up now,” try something like “Take the first step toward healing your gut today – get instant access to our proven protocols.”
Or for a hormone-balancing program, “Say goodbye to hot flashes and hello to balanced hormones – join today and start feeling like yourself again.”
Make it feel like they’re one click away from a transformation, not just another program.
7. Creating a Sense of Urgency
Hurdle: “I’ll get to this... later.”
Without urgency, people are going to file your offer in the “I’ll deal with this next week” folder (spoiler: they won’t).
If there’s no clear reason to act now, your prospects will drag their feet, even if they know they need what you’re offering.
Solution: A little urgency goes a long way.
People need a reason to act now.
Create urgency by adding limited-time offers, bonuses for early birds, or a countdown until the doors close.
For example, “Join today and get a free personalized supplement protocol, but only if you sign up by Friday!”
Or “This mold detox program is only available to 20 participants – grab your spot before it’s gone!”
Urgency taps into that FOMO (fear of missing out) and nudges them to make a decision while they’re still thinking about it.
So, there you have it – seven of the most common launch copy hurdles, now completely cleared from your path.
Whether it’s nailing down your audience, crafting an irresistible offer, or hitting them with a CTA that packs a punch, you’re now armed with the tools to create launch copy that converts like a charm.
The best part? You didn’t have to write a single boring word along the way (because who has time for that?).
When you’re launching something that could change lives – whether it’s a mold detox program, a hormone-balancing protocol, or an immune-boosting guide – getting your messaging right is everything.
And if you’re feeling like you’ve got a little more launch copy magic in you now, well... that’s because you do!
Launch Copy Doesn’t Have to Be Hard (or Boring!)
Look, I get it – launching a new program or product can feel like trying to juggle flaming swords while riding a unicycle.
There are a lot of moving parts, and copy is just one piece of the puzzle.
But here’s the thing: when your message is spot-on, everything else falls into place. Your audience connects, your offer resonates, and suddenly, those hurdles we just crushed are nothing more than distant memories.
And hey, I know I’ve made this sound fun (because it can be), but maybe you’re sitting there thinking, “Yeah, this all sounds great, but can’t you just do it for me?”
To which I say – of course!
I’m all about helping you craft launch copy that doesn’t just sit there but actually converts.
Let’s Launch Your Next Big Thing Together
Now, let me show you how to not do a boring CTA:
“Sign up if you want”... Um, no.
“Click here, I guess?”... Definitely not.
Instead, let’s try this: If you’re ready to level up your launch copy and need a partner who knows how to make your message sing (and sell), let’s chat!
Schedule a consult, and we’ll dive into The Launch Pad – my service designed to help you create launch copy that not only converts but does it with style.
Whether you’re launching your first program or your fifteenth, we’ll make sure your copy is as polished as the product you’ve worked so hard on.
Click here to book a time, and let’s get this launch off the ground!
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