YOUR 21-DAY

L AUN CH PL AN
INCLUDING A QUICK LOOK-UP
LAUNCH CALENDAR
INSIDE
02 The 3-Phase Launch at a Glance

03 The Quick-Reference Calendar

06 The Launch Content Plan

08 Launch Emails

17 Exceptional Launch Execution

PRELAUNCH

13
The first 12 days of your 21-day
launch are dedicated to building
anticipation within your list and
filling your list with fresh leads.
The newest subscribers tend to
make up 50% of sales in
launches, so don't worry about
prelaunch
the size of your list going into
cart-open - just focus on growing
it during Prelaunch.

LAUNCH

6
Days 13 to 18 are your launch
days, or the period in which your
cart is open / your bonuses are
available. All of the goodwill
you've built up is now yours to
use to generate revenue for your
launch
biz - so be ready to email great
leads frequently. Bonus: generate
even more revenue by having an
upsell ready to go.

POSTLAUNCH

2
The final 3 days of your 21-day
launch are all about converting
those shoulda-woulda-coulda
folks into the paying customers
they wish they'd become. While
postlaunch
some extend their deadline by a
day, we've found downsells work
great without hurting your brand
like an extension can do.
THE QUICK-REFERENCE CALENDAR FOR
LAUNCHINGYOUR PRODUCT IN 21 DAYS
Your 21-day launch is broken into three phases: prelaunch, launch and postlaunch. The major events in each of the phases are noted here.
After you've used this launch schedule once, be sure to modify it to suit your product, business and audience.

SUN DAY M ON DAY TUESDAY W EDN ESDAY

Pr om ote l au n ch Pr om ote l au n ch Video / Tr ain in g 1, Pr om ote l au n ch V

m agn et to add fr esh m agn et to add fr esh based on l au n ch m agn et to add fr esh
l eads to l ist l eads to l ist m agn et l eads to l ist

Video / Tr ain in g 3 Video / Tr ain in g: O

Pr odu ct pr eview 1

Cl ose bon u s Live webin ar with Cl ose car t Down sel l D

bon u s
 TH URSDAY FRI DAY SATURDAY
"Big In sigh t" l au n ch Pr om ote l au n ch
m agn et m agn et to add fr esh
l eads to l ist
Video / Tr ain in g 2

Open car t with Pr om o Pr om o 1 en ds Add bon u s

1

Down sel l cl oses

Not included in this 21-day launch are some of the great anticipation builders, like running a contest or holding a competition. Consider
both, and try other anticipation-builders as you grow. And if it suits your brand to do so, you may wish to add a 24-hour extension after
your cart closes.
THE CONTENT PLAN

Wh o w ill cr eat e? Deadlin e

Big Rock Content Big Insight Launch Magnet

List Building Ads to promote launch magnet

Landing pages to download launch magnet
Retargeting ads for visitors that don't buy
Ads to promote video training
Landing pages to house video training
OTHER: ____________________

Video Training Video 1

Video 2
Video 3
Video 4: Product preview
OTHER: ____________________

Sales Content Emails to nurture new leads

Long-form sales page, with or without video
Webinar
Webinar sign-up page
Webinar nurturing emails and show-up sequence
Sales emails, by segment
OTHER: ____________________
"The last 10% it takes to launch something takes as
much energy as the first 90%."
Rob Kalin, Co-founder of Etsy
EMAILS TO WRITE

Video Tr ain in g Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:
EMAILS TO WRITE

Nu r t u r in g New Leads

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
REM EM BER:
Topic:
Reason to open: Pl an em ail s for
Reason to read:
cu stom er s, too. If you 'd
Reason to click:
l ik e to r edu ce r efu n d
r equ ests, you sh ou l d
con tin u e en gagin g
cu stom er s
post-pu r ch ase to for m
a str on g r el ation sh ip.
EMAILS TO WRITE

Sales Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read: SEGM ENT
Reason to click:
As am azin g as yo
Goal: be, com pl ain ts fr
CTA:
Topic:
abou t "too m an y
Reason to open: a r eal dam per on
Reason to read: wh y you sh ou l d
Reason to click: l ist in to at l east 3
Goal: in ter ested, 2) in te
CTA: al l in ter ested. E
Topic:
Reason to open:
gr ou p fr equ en tl
Reason to read: gr ou p in fr
Reason to click:
 EMAILS TO WRITE

Sales Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
ENTATION: Reason to read:
Reason to click:
s you r l au n ch can
s fr om su bscr iber s Goal:
CTA:
n y em ail s" can pu t Topic:
r on th in gs. Th at's Reason to open:
u l d segm en t you r Reason to read:
st 3 gr ou ps: 1) ver y Reason to click:

n ter ested, 3) n ot at Goal:

d. Em ail th e fir st CTA:
Topic:
n tl y an d th e th ir d Reason to open:
n fr equ en tl y. Reason to read:
Reason to click:
"The opportunity of a lifetime must be seized
within the lifetime of the opportunity."
Leonard Ravenhill, Author
EMAILS TO WRITE

Webin ar In vit at ion Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

EM AIL COPYW RITING:

Tem pl ates can h el p you
m ak e sh or t wor k of th e
r ath er l ar ge task of wr itin g
em ail s for you r l au n ch . Be
su r e to ch eck ou t 10x
Em ail s, featu r in g Six Figu r e
Em ail s: 6 tem pl ates u sed in
six-figu r e l au n ch es.
EMAILS TO WRITE

Webin ar Sh ow -Up Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:
EMAILS TO WRITE

Post -Webin ar Sales Em ails (In clu din g Bon u s En din g)

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:
EMAILS TO WRITE

Dow n sell Em ails

Segm en t Deliver y
Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:

Goal:
CTA:
Topic:
Reason to open:
Reason to read:
Reason to click:
 LET'S EXECUTE!
LEARN HOW LIVE IN:

Watch your inbox for this FREE training on

high-converting launch execution.
PRESENTED BY
JOANNA WIEBE
The creator of Copy Hackers, Joanna has run six-figure
launches for her courses and written sales copy for
brands like Neil Patel, Josh Shipp and Dan Martell. In
2017, she'll teach email copywriting on the stage of
Jeff Walker 's Product Launch Formula event. She is the
co-creator of 10x Emails.

RY SCHWARTZ
A highly sought launch advisor, Ry has been behind
the six- and seven-figure launches of some of the
world's top names in online training: Amy Porterfield,
Todd Herman, Danny Iny and dozens more. He is the
co-creator of 10x Emails.

BY COPY HACKERS