Pre-Launch Copy: How To Build Momentum Before You Open the Cart

jbs0011
May 1
10 min read

Ever poured your heart into a launch only to be met with crickets on day one?

You’ve got the offer. The vision. The transformation people need. But when the cart open rolls around... nada.

Tumbleweeds.

Maybe a polite “I’ll think about it” or your mom cheering you on from the sidelines (thanks, Mom).

Here’s the thing: most launches don’t flop because your offer’s bad — they flop because your people weren’t ready.

No curiosity.

No hype.

No waitlist of raving fans chomping at the bit. Just a cold list and a lonely sales page.

That’s where your pre-launch strategy comes in.

By using clever pre-launch marketing tactics — like teaser content, opt-ins, landing pages, and well-timed email marketing for launches — you can build anticipation before your launch, warm up your audience, and create that delicious “OMG it’s finally here” moment.

Because nothing feels better than a cart open that starts with a bang instead of a meh.

Let’s talk about how to make that happen.

Why Pre-Launch Copy is Non-Negotiable

Here’s a hard truth: your cart open day isn’t the start of your launch — it’s the result of everything you did (or didn’t do) beforehand.

Your audience doesn’t just magically wake up the morning of your launch thinking, “You know what I need today? That program I forgot existed.”

Nope. If you want real momentum, your pre-launch marketing has to do the heavy lifting first.

In fact, nurtured leads make 47% larger purchases than non-nurtured ones. (1)

And email campaigns with a warm up sequence? They can increase click-through rates by up to 80%. (2)

That’s not just a little boost — that’s the difference between a slow trickle of sales and a flood.

A solid launch copywriting strategy doesn’t just grab attention — it builds anticipation. It creates that edge-of-your-seat feeling. The “OMG, when does this drop?” energy.

It turns casual lurkers into people who are already mentally in before you even send the cart open email.

And when it’s done right, your pre-launch doesn’t just inform — it transforms.

It builds trust. Sparks excitement. And fuels the kind of urgency that makes people hit “buy” before they finish their coffee.

So if you’re looking for real results from your online course launch, don’t skip the warm-up.

That runway? It’s everything.

Core Elements of a Pre-Launch Strategy (With Copy Tips That Actually Work)

Now that we’ve established why pre-launch copy matters, let’s dig into the pre-launch strategy pieces that warm up your audience, stir up excitement, and get people ready to hit that “buy” button the moment the cart opens.

1. The Pre-Launch Landing Page (aka your Waitlist)

A waitlist page is one of the most powerful pre-launch tools you have. And here's a secret: it doesn’t need to be a completely separate page from your program’s main landing page.

You can easily repurpose the same page to include a simple form that allows people to sign up for early access or exclusive updates on the waitlist.

Why does this matter? Simple: when you start building your email list with people who are already interested in what you have to offer, you’re getting a head start.

These aren’t random sign-ups. They’re warm leads who have actively shown interest.

By collecting these early sign-ups, you can also gauge interest and build some initial buzz before your actual launch even begins. It’s a critical piece in building anticipation, as these early subscribers will be the ones eagerly awaiting the cart to open.

Copy Tips:

Use a curiosity-piquing headline “Something big is coming for [audience paint point]...and you’ll want front-row access.”
Highlight the benefits of joining the waitlist (VIP pricing, early bid coupons, first dibs).
CTA ideas: “Be the first to know,” “Get on the list,” or “Save your post before it opens.”

2. Teaser Content (Social Posts, Blogs, or Behind-the-Scenes Emails)

Teaser content is all about building buzz and dropping little hints without giving it all away.

Think of it like teasing your audience with a sneak peek of the main event — you’re giving them just enough to get them excited, but not too much.

Whether it’s a cryptic social media post, a blog post that teases a solution, or behind-the-scenes emails, teaser content should leave your audience saying, “I need to know more!”

Why is this important? Teasers keep your audience engaged and get them talking.

The goal here isn’t to give everything away but to create a sense of mystery and anticipation. If they’re curious enough to keep following along, they’ll be more invested when the cart opens.

Plus, teaser content shows up consistently in their feeds, making sure you stay top of mind as the launch day gets closer.

Copy Tips:

Use open-loop language: “I’ve been working on something huge behind the scenes…” or “You’ll want to mark your calendar for this one.”
Drop hints about the transformation or pain point your offer solves.
Keep it short and curiosity-driven – don’t explain everything, just stir the pot.

3. Nurture Emails & Storytelling

Nurture emails are where you really start building a relationship with your audience. These emails aren’t just about talking at your potential clients — they’re about talking to them. Share personal stories, client success stories, or insights that relate to the problem you’re solving.

Basically, you want to show your audience that you understand their struggles and you’ve got the roadmap to help them get where they want to go.

Why does this matter? People don’t just buy because they see an offer — they buy because they trust the person behind it.

Nurture emails help build that trust by showing the human side of your business. Plus, when people feel like they’ve connected with you on a personal level, they’re much more likely to invest in what you’re offering when the cart opens.

Copy Tips:

Use a “Before > Shift > After” storytelling framework: Show your journey, how things changed, and what’s possible for them.
Send at least 3-5 emails leading up to the cart open.
Include soft CTAs like “Hit reply if this resonates” to encourage engagement and connection.

4. Free Opt-in or Challenge

A free opt-in or challenge is your way of giving before you ask for anything in return. Whether it’s a free download, a quiz, or a short challenge, this is your opportunity to deliver value upfront.

You’re showing your audience that you can help them get a quick win, and in turn, you’ll be building trust and nurturing the relationship. It’s like saying, “Hey, I’ve got something great for you — and it’s free. How awesome am I?”

Why does this matter? Offering a free opt-in builds your email list with leads who are already interested in what you’re offering. More importantly, these are people who are actively looking for a solution. They’ve raised their hands, so they’re more likely to be ready to buy when your full offer drops.

A well-executed freebie can also position you as an authority and help your audience see the value of your paid offer.

Copy Tips:

Frame your freebie as the first step to solving a pain point: “Take the quiz to find out what’s really blocking your gut health goals.”
If you’re running a challenge or workshop, name it like a headline: “The 5-Day Reset That’ll Reboot Your Energy Before Summer.”
Tease what’s next at the end of your opt-in sequence – a little “psst…something big is coming” never hurts.

These four pre-launch strategy elements don’t just help you build momentum — they help you maintain it. With each piece working in harmony, you’ll create a buzz that keeps your audience eagerly awaiting the launch, and when it finally happens, they’ll be ready to take action.

Emotional Triggers to Use in Pre-Launch Copy

When it comes to pre-launch copy, tapping into the right emotional triggers is like adding rocket fuel to your launch. Three of the most powerful emotions you can harness are anticipation, exclusivity, and belonging.

If you can make your audience feel like they’re part of something bigger, something exciting, and something just for them, they’ll be ready to hit "buy" faster than you can say "cart open!"

Anticipation is your secret weapon for keeping your audience on their toes, eagerly waiting for the big reveal. Now, let’s be clear — we’re not talking about the kind of teasing that makes people roll their eyes and wonder if you’re just playing games with them.

Our audience is smart, and they can spot a gimmick a mile away. Instead, create genuine anticipation by offering sneak peeks, building up the value of what’s coming, and letting them know that something truly valuable is just around the corner. Drop a few details, let them know it’s going to be epic, and leave just enough mystery to make them feel curious, not manipulated.

Exclusivity makes people feel special. When they think they’re getting access to something others aren’t, they’re more likely to sign up. Use phrases like "VIP access," "limited spots," or "early bird pricing" to make them feel like they’re part of a select group who gets the inside scoop before everyone else.

Belonging taps into the human desire to be part of a tribe. Position your offer as the solution for those who want to join a like-minded community. Make them feel like they’re stepping into something exciting — like they’ve found their people.

Copy Example:

“Here’s the deal: something big is coming — and it’s going to shake things up. If you’re tired of [insert pain point they’re solving] and want to be among the first to get in on something that actually makes a difference, sign up now. We’ll send you exclusive updates (and maybe a few surprises along the way) before anyone else gets their hands on it. Ready to jump in? Get on the list.”

Your Pre-Launch Timeline: Week-by-Week Breakdown

Okay, let’s face it. The pre-launch phase can feel like a mountain of tasks just waiting to crush your soul. But fear not! I’ve got a simple 4-week pre-launch timeline that’ll keep you on track without making you question your life choices.

Week 1: Set the Stage and Get Them Curious (But Don’t Overdo It!)

Main Goal: Tease, but don’t leave them rolling their eyes.
What to Do: It’s time to start dropping hints about your upcoming offer. Think of it like a teaser trailer — just enough to make them lean in, but not enough to give it all away. Post on social media, write a blog post, send an email that says, “Something BIG is coming. You’re going to want to be first in line.” (But don’t make them groan with fake “big news” builds, okay? Keep it real.)
Nurture: Send your first email. Share a personal story or a relatable pain point that leads into what you’re about to offer. Make them feel like you “get” them, and that something’s coming to make their lives better.

Week 2: Open the Waitlist and Drive Traffic (Make Them Feel Special)

Main Goal: Build exclusivity (because who doesn’t love feeling special?).
What to Do: Launch your waitlist page (aka your landing page with some tweaks). Tell your audience, “Hey, you’re awesome. You deserve to be the FIRST to know when we open the doors.” Bonus points if you make them feel like VIPs — you know, like a red carpet is waiting for them.
Nurture: Email #2 is all about getting them on the list and showing them why your offer is exactly what they’ve been waiting for. Drop hints about what’s coming — but remember, no overly dramatic “wait for it” moments. You're smarter than that.

Week 3: Offer Value and Get Them Hooked (No, Not Literally)

Main Goal: Give them a taste of the magic, without asking for anything in return.
What to Do: Now’s your chance to really show off. Offer a freebie, like a challenge or a quiz. This isn’t just a random download — it’s a mini-version of your program that leaves them wanting more (and also thinking, “This is awesome, I NEED the full version”).
Nurture: Send a storytelling email that highlights a success story or client transformation. Show them that you’re the real deal. Make them think, “Wow, this could be me!”

Week 4: Countdown to Launch (Cue Dramatic Music)

Main Goal: Build the FOMO and get them excited (and a little impatient).
What to Do: Start the countdown! It’s like the final season of a Netflix show — except, you actually want them to be excited for the finale. Email or post a countdown on social media, and remind them about those sweet early bird bonuses. Make them feel like they have a limited window to get in. But keep it cool — no pressure.
Nurture: This is the final email push. Get personal. Share why this launch means so much to you and why they can’t afford to miss it. People buy from people they trust, so let them know you’re in this together. Make them feel like they’re part of something bigger.

Look, I get it – pre-launch stuff can feel like a lot!

But with a simple, step-by-step plan like this, you’ll avoid feeling like you’re drowning in details.

Stick to this sequence, keep the energy up, and watch your audience get just as excited as you are.

And remember, if it feels like too much, just take a deep breath and tell yourself, “I’ve got this!” (Because, spoiler: You totally do.)

Ready to Take Action? Here’s Your Pre-Launch Copy Checklist:

You’ve made it to the final stretch, and now it’s time to turn all that pre-launch planning into action.

Use this checklist as your roadmap to keep things moving smoothly. Remember — this doesn’t have to be complicated, but it does need to be strategic.

Craft your landing page (the waitlist page): Make it irresistible with a clear, compelling offer. Give them a taste of what’s to come and an exclusive reason to sign up (VIP access, bonuses, or early-bird pricing).
Develop your teaser content. Whether it’s social posts, behind-the-scenes emails, or blog teasers, start hinting at the magic you’re about to release. Keep it intriguing without overpromising – just enough to spark curiosity.
Write your nurture emails. This is where the magic happens. Share stories, pain points, and how your program solves them. Don’t just talk to them – make them feel like they’re on this journey with you.
Create a free opt-in or challenge: Offer a taste of the value they’ll get if they join your program. Whether it’s a mini-course, workbook, or challenge, make sure it’s both helpful and engaging.
Launch the countdown: Urgency works wonders. Build excitement as you near your cart open with exclusive offers or countdowns. Don’t wait until the last minute – keep the buzz alive all the way to launch day.

Remember, the work you do before the cart opens is everything. By strategically building anticipation, trust, and excitement, you're not just launching a product — you're launching momentum.

You’ve got everything you need to make this a success, and it’s all in your hands now.

Go crush it!

Need a little extra guidance or a sanity check as you navigate your pre-launch strategy? Let’s chat!

I’d love to help you take your launch to the next level and make sure your pre-launch copy is firing on all cylinders.

Click here to schedule your FREE consult, and let’s get you set up for success.