Use Message Lab

Most launches fail at the message, not the product. If a stranger cannot explain what you do in one line after reading your launch post, the rest of the channels will not save it. Message Lab is where you write the lines once and reuse them everywhere.

Each block has a type so you can scan, filter, and reuse the right copy in the right place. The standard types below cover almost every launch.

One sentence that explains what the product is and who it is for. This is the line you say out loud, the line in your bio, and the line at the top of the launch post.

The hero on the landing page or launch post. Specific, benefit-led, and readable in under a second. Save the cleverness for the subheadline.

The follow-up sentence that earns the click. It expands the headline with the key proof point or the specific audience.

A short paragraph used on Product Hunt, the App Store, the press kit, and anywhere else a longer description is needed. Plain language, no buzzword density.

Variants of the same message tuned for different audiences — e.g. founders vs. developers vs. operators. Same product, different entry points.

Per-channel drafts: X/Twitter thread or single post, LinkedIn long-form, short video script. Keep one block per channel so the team can review and approve without comment-thread chaos.

Subject line, preview text, and body. Only send to people who opted in — see the privacy and consent guide.

The why-now narrative: what you noticed, what you tried, what you built, and who it is for. This is the post that travels — keep it human, not corporate.

The 5–10 questions you keep getting asked. Answer them in launch copy so customers, journalists, and partners do not have to ask.

The 3–5 most common reasons people say no, with the honest, non-defensive response. Useful for outreach replies and sales calls in launch week.

Each block moves through Draft → In review → Approved. Only approved blocks should be published or sent. Keep drafts visible so the team can see what is still in progress, and archive or delete blocks you abandon.