How to Write a Launch Post People Actually Read
To write a launch post people actually read, open with what the product does in one sentence and say who it’s for. Then explain why you built it in your own words, list what works today and what doesn’t, and end with one specific question. That’s the whole structure. In our view, the honest parts are the ones most worth keeping, and adjectives are the first thing to cut.
A launch post is the text that introduces your product on launch day. It might be the maker comment on a launch directory, a post in a community or an announcement on your blog. The format changes from place to place. The structure underneath doesn’t.
We run LaunchGP, a launch directory, so we have a stake in launch posts being good, and we mention how our listing fields work. The structure is our suggestion, not a proven formula, and it works on any platform.
What goes into a launch post?
1. What it is, in one sentence
Start with the plainest description you can write. “Invoicing for freelance translators that does the VAT maths for you.” Not “Reimagining how freelancers get paid.” If someone reads only this line, they should know whether the product is for them.
This sentence is close to your tagline. If you haven’t written one yet, start there: how to write a tagline for your product.
2. Who it’s for
Name the reader. A job, a situation, a size of team. “If you send fewer than twenty invoices a month and hate spreadsheets” tells the right reader it’s for them, and the wrong one that it isn’t.
3. Why you built it
This is the part that reads as real or not, and the part you can’t fake. Say what happened: the problem you had, what you tried, why it didn’t work. Two or three sentences. If you don’t have a personal story, say what you noticed in the market and why you thought you could do better. Don’t invent one.
4. What it does today
List the few things that work right now, concretely. Stick to features a reader can try today; roadmap items belong in a later update.
5. What it doesn’t do yet
One or two lines on the limits. “No team accounts yet. Exports are CSV only.” It answers the obvious question before someone asks it, and it makes the rest of the post easier to believe.
6. The ask
End with one specific question. “Would you pay for this if it handled multiple currencies?” gets answers. “Let me know what you think!” gives people nothing specific to answer.
Is there a launch post template?
Here’s the one we’d use:
[Product] is [what it does] for [who].
I built it because [what happened]. I tried [what you tried], and [why it didn't work].
Right now it can:
- [thing that works]
- [thing that works]
- [thing that works]
It doesn't [limit] yet. That's next.
My question for you: [one specific question].
Here is what each part can look like. The lines are made up for an imaginary invoicing tool, so write your own from what actually happened.
| Part | Weak | Better |
|---|---|---|
| What it is | “Reimagining how freelancers get paid” | “Invoicing for freelance translators that works out the VAT” |
| Who it’s for | “For everyone who gets paid” | “If you invoice clients in several EU countries” |
| Why you built it | “We saw a huge opportunity” | One or two sentences on the problem you actually had |
| What it does today | A list of ten features | Two or three things a reader can try now |
| What it doesn’t do | Nothing said | “No clients outside the EU yet” |
| The ask | “Let me know what you think!” | “Do you invoice per word, per page or per hour?” |
How do you adapt it for each platform?
| Where | Length | Lead with | Where the ask goes |
|---|---|---|---|
| Launch directory | Short: the listing fields | What it is and who it’s for | In the messages you send with the link |
| Developer community | Medium | How it works, no marketing language | At the end of the post |
| Social media | One or two lines, then a screenshot | The one-sentence description | In a reply or the next post |
| Your blog or changelog | As long as it needs | The story of the build | At the end, with a way to reply |
On LaunchGP, your product page shows your tagline (80 characters) and an optional description of up to 1,000 characters. Put the first four parts there. Many communities have rules on self-promotion: read them before you post.
What mistakes should you avoid?
- Hype words. Superlatives and phrases like “the future of” say nothing specific about your product.
- A wall of features. Ten bullet points leave the reader to work out which ones matter.
- No limits. A post that claims everything works invites people to prove it doesn’t.
- Asking for upvotes in the post itself. Ask for feedback in public. Ask for votes in personal messages to people who’d use the product, and explain how voting works. More in how to get upvotes on a product launch without cheating.
- Disappearing. A launch post is the start of a conversation. Reply to every comment on launch day, even the critical ones.
Where does the launch post fit in the launch?
The post is one item on a longer list. The SaaS launch checklist has the rest, and how to launch a SaaS without an audience covers the plan around it. When you’re ready to use it, add your product on LaunchGP and paste the first part of your post into the description.
FAQ
How long should a launch post be?
Long enough to cover the six parts, usually a few short paragraphs. On a launch directory, keep it shorter than on your own blog. If a part has nothing honest to say, leave it out rather than padding it.
Should I write the launch post in first person?
Yes, if you’re the maker. “I built this because” reads as a person talking. “We are excited to announce” reads as a press release.
Can I reuse the same launch post on every platform?
Reuse the structure and most of the words, then adapt the length, the tone and the ask to each place. Copying the exact same text everywhere ignores what each place asks for.
Should I mention competitors in my launch post?
Only to say plainly how you’re different, and only with facts you can back up. Don’t criticize another product to make yours look better.
What if nobody comments on my launch post?
Reply to your own post with something new: a fix you shipped, an answer to a question someone asked you privately. Then share the link directly with people who’d use the product.