The launch-day
checklist.

Build the wait before there is anything to buy.

• Lock the launch date, and the time of day it goes live
• Write the one sentence the launch is about, and delete the second sentence
• Decide what you are holding back for day four
• Shoot everything in one session, not three
• Tease the category, not the product: no reveal yet
• Warm the email list with one send that does not sell
• Set the paid account up now, so launch day is not day one of learning

One story, told everywhere at once.

• Schedule the announcement post, do not post it live and hope
• Cut the hero asset into reel, static, and story before you need them
• Write the launch email, and the subject line last
• Brief anyone posting on your behalf, in writing
• Check every link, on a phone, logged out
• Load the paid creative and leave it paused
• Put the in-store or physical touchpoint up two days early

The day is execution, not decisions.

• Post at the time you said, not when you feel ready
• Send the email within an hour of the post, not the next morning
• Unpause paid once organic has an hour of signal
• Reply to every comment in the first three hours
• Screenshot the good ones as you go: you will want them later
• Put a story up mid-afternoon, not just at launch
• Do not change the creative today, whatever the first numbers say

The second wave, when the room goes quiet.

• Post the thing you held back
• Lead with a customer, not with yourself
• Send the mid-campaign email to non-openers only
• Move budget to the ad that is working, cut the one that is not
• Answer the question that keeps coming up in the comments, as a post

Close it properly, then bank what you learned.

• Send the last-chance or farewell email
• Write down which asset carried it, and why
• Save the winning creative somewhere you will find it next time
• Ask one customer for a line you can quote
• Book the next launch in the calendar before the momentum goes