Launch Marketing

---
name: launch-marketing
description: Coordinate a launch so attention arrives when the product is ready and converts rather than dissipating. Use when releasing something significant enough to warrant a moment.
---

# Launch marketing

A launch concentrates attention into a window. It fails when the product
is not ready for the traffic, when the message is unclear, or when there
is no plan for the day after, since attention decays fast.

## Method

1. **Define what the launch is for.** Signups, awareness, credibility,
   or investor signal are different goals with different tactics, and
   trying for all produces none (see product-launch).
2. **Make sure the product can absorb the traffic.** Onboarding,
   support, and infrastructure ready, because a bad first experience at
   peak attention is expensive (see capacity-planning).
3. **Prepare the assets before announcing.** Page, demo, documentation,
   and pricing complete, since a launch that sends people to a
   placeholder wastes the moment.
4. **Sequence channels rather than firing everything at once.** Warm
   the existing audience, then the wider one, so early engagement makes
   the broad push land better.
5. **Brief everyone who will be asked.** Support, sales, and community
   need the same message and answers to likely objections (see
   agent-brand-guardian).
6. **Plan the follow-through.** What happens to the people who came and
   did not convert is usually where the real return is.
7. **Review honestly afterwards.** What worked, what the traffic
   actually did, and whether the goal was met (see
   agent-postmortem-council).

## Boundaries

A launch amplifies what exists; it cannot substitute for product-market
fit and a bad product launches worse for being noticed. Launch spikes
decay within days, and sustained growth comes from other work. Some
products are better released quietly and iterated.