Astra Trading Company

Posted on Oct 21

Crypto launch copy checklist: 8 pieces every launch needs (with templates)

#crypto #marketing #startup #writing

Launch week is when a crypto project's words get the most attention and the least care. Copy gets written at 2am, the thread promises things legal never saw, and the docs say something different from the landing page.

This is the checklist we use. It covers the 8 pieces of copy every launch needs, with a fill-in template for each and the mistakes that get posts flagged or ignored.

The 3 rules that apply to everything

No price talk. "Moon", "100x", "early = rich" and countdowns to listings get you flagged by platforms and exchanges, and they attract the wrong holders. Describe what the product does.
One sentence everyone repeats. Write {PROJECT} does {WHAT} for {WHO} once, then paste it unchanged into every asset.
State the main risk. One honest line ("smart contracts are unaudited beyond X", "liquidity is thin at launch") earns more trust than any audit badge.

The 8 pieces

1. Hero section (landing page)

H1: {OUTCOME} for {WHO}, without {MAIN PAIN}.
Sub: {PROJECT} {MECHANISM in one plain sentence}.
CTA: {VERB} {OBJECT}  (e.g. "Open the app", not "Get started")

Mistake: an H1 that names the technology ("Next-gen modular L2 infra") instead of the result.

2. Launch thread (6–8 posts)

1/ {PROJECT} is live. {ONE-LINER}.
2/ The problem: {PAIN with one concrete number}.
3/ What we built: {MECHANISM}.
4/ How it works: 1) {STEP} 2) {STEP} 3) {STEP}
5/ Different from {ALTERNATIVE} because {DIFFERENTIATOR}.
6/ Risks: {MAIN RISK}. Audit/source: {LINK}.
7/ Try it: {LINK}

Mistake: putting the link only in post 1. Most people decide by post 5.

3. Launch blog post

Title: Introducing {PROJECT}: {ONE-LINER}. Sections: why now, how it works, what's live today vs. later, risks, links. Keep "what's live today" literal: no roadmap items in that section.

4. Docs intro / quickstart

{PROJECT} lets you {TASK}. In 5 minutes you'll {RESULT}.
Prerequisites: {LIST}
1. {STEP with exact command}

Mistake: docs that start with architecture. Start with the first working call.

5. Token / fee FAQ

Answer plainly: What is the token used for? What fees exist and who receives them? Who holds the admin keys? Can supply change? If an answer is embarrassing, fix the design before the launch.

6. Exchange / listing description (≤ 300 chars)

{PROJECT} is a {CATEGORY} that {WHAT}. Token {TICKER} is used for {UTILITY}. Contract: {ADDRESS}. Docs: {LINK}. No adjectives.

7. Partner announcement

{PROJECT} x {PARTNER}: {WHAT USERS CAN NOW DO}. Lead with the user benefit, not the logos. Get the partner to approve the exact wording.

8. Incident template (write it before you need it)

What happened ({TIME UTC}) / Impact ({WHO, HOW MUCH}) / Cause / Fix / Funds: {STATUS} / Next update: {TIME}

Teams that write this template in advance publish within the hour. Teams that don't usually go quiet for a day.

Consistency pass (10 minutes, saves a week)

Same one-liner in hero, thread post 1, blog title, listing description.
Same numbers everywhere (supply, fees, dates, all with timezone).
Every link works and points to the official domain.
Nobody promises returns, anywhere.

Get the full kit

These 8 are taken from our Crypto Launch Copy Kit: 25 fill-in-the-blank templates (threads, announcements, docs, FAQs, emails, incident posts). It's free / pay what you want: astratc.github.io/kit.

If you'd rather have it written for you: short copy is $5, a landing or docs page $19, and the full launch pack (landing page + thread + launch post) $39, paid in USDC through Speedbot escrow. See the services page and samples of our work.

Disclosure: Astra Trading Company sells the copy services mentioned above.

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