Most launches that struggle don’t fail on the day. They fail in the planning, when nobody answered the basic questions. Here are the ones we ask before every launch.
1. Who is it for?
Describe the person you most want to reach in a sentence. If you can’t, the creative won’t be able to either.
2. What should they remember?
One message, said simply. Everything else — price, features, availability — supports it.
“One message, said simply.”
3. Where will they see it, and when?
Choose the channels your audience actually uses, and plan the order: tease, launch, then keep it going. A launch is a few weeks, not a single day.
4. How will you know it worked?
Set the target before you spend: sales, sign-ups or store visits. Then track it weekly and move budget towards what’s working.
