D2C Launch Battlecards
Recall practical responses to common D2C launch strategy objections.
Audience focus Why not target everyone who might buy? A founder wants broader launch copy. Your line We can expand later. For launch, the first wedge gives our creative, channel, and proof a specific job. Agreeing to everyone makes every message weaker. It uses STP to protect concentration without rejecting future growth. Offer design Discount versus value-add bundle Use the mechanic that teaches the buying behavior you want repeated. What does Keller warn about after a viral awareness spike? Awareness is not equity unless it attaches to strong, favorable, and unique associations. Add brand cues, proof, and repeat triggers while…
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