Skill
Campaign Planning & Launch
When the moment comes — a launch, a market shift, an event — a plan that ships while it still matters.
Campaigns fail in the planning more than the execution: fuzzy audiences, no sequence, everything launching at once at everyone. I plan campaigns the way an engineer plans a build — who hears what, in what order, through which channel, and what happens after they respond — then ship fast enough that the moment's still alive when we arrive.
How I approach it
Speed is strategy. Market moments expire. I'd rather ship a sharp 90% campaign inside the window than a perfect one after everyone's stopped caring.
Whisper, tease, shout. Launches follow a rhythm — quiet hints to the inner circle, building curiosity in public, then the full-volume reveal. It's the launch cadence from Hormozi's $100M Leads, and it works because anticipation does half the selling before the offer even appears.
Scarcity and urgency — only when they're true. Cialdini proved scarcity moves people; Hormozi built offers on it. I use both — limited seats, closing windows, founding prices — but only when the limit is real. Fake countdown timers train your audience to ignore you. Real ones train them to act.
Segment before you say a word. The same news lands differently on a past customer, a lost lead, and a stranger. One event often means two or three campaigns — each with its own message, never mixed.
Plan the after, not just the launch. Most campaigns end at the click. Mine plan what happens next: who follows up, what the system does with each response, where the not-ready-yet people go. The launch is the doorway; the machine behind it does the converting.
Everything on one map. Channels, dates, messages, owners — written down before anything fires. A campaign nobody can see whole is a campaign about to trip over itself.
The bookshelf behind this
$100M Leads (Hormozi) for launch rhythm and the Core Four channels · Influence (Cialdini) for scarcity and urgency used honestly · Blue Ocean Strategy for picking fights nobody else is in.
Where I've done it
A market shift turned into a campaign at speed. A major insurer's return to a market, two audiences with opposite psychologies, two full sequences with tested subject lines — shipped while the news was still news, under strict legal guardrails.
Full story →A first-of-its-kind product launch. Ads, landing page, emails, and a 10-video organic series with automated comment triggers — sequenced so awareness fed the warm pool before the selling began.
Full story →A masterclass campaign with a brain. 20 emails filling the room, a live event, and a scoring system routing every attendee into the right follow-up lane — one of nineteen attendees became a five-figure buyer.
Full story →