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Betterment's Launch Marketing Template
Betterment's Launch Marketing Template
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Copy and Messaging

What it is/what it isn’t

[Product name] is…

1
2
3

[Product name] is not…

1
2
3

How to talk about [Product Name]

Any guidelines around referring to the feature name.
⁠

Copy Deck (consumer-facing copy)

50 character header / 70 character description

Customer
[header]
[description]

Prospect

[header]
[description]

20 words (or fewer)

IPhone unicorn cloud bread single-origin coffee bespoke neutra skateboard.

20-40 word

Synth try-hard affogato pabst pug church-key glossier skateboard poke retro put a bird on it pork belly. Woke helvetica scenester fixie vaporware asymmetrical.

Bulleted list (50-70 characters per bullet)

Vape pork belly paleo vice polaroid kickstarter kitsch gochujang tousled vaporware:
1
2
3
4
5

100(ish) word

Succulents pork belly hammock gluten-free, actually kickstarter gastropub trust fund bespoke. Helvetica glossier kombucha hot chicken tbh forage skateboard man braid kitsch aesthetic you probably haven't heard of them poutine locavore hella. Pug +1 church-key iceland stumptown. Tacos farm-to-table tbh, cronut green juice authentic sustainable quinoa. Bushwick fam affogato freegan seitan mixtape austin pabst occupy. Occupy kombucha cray, farm-to-table plaid post-ironic dreamcatcher freegan cold-pressed letterpress helvetica etsy vinyl. Four dollar toast forage poke farm-to-table.

What it is/what it isn’t
[Product name] is…
[Product name] is not…
How to talk about [Product Name]
Copy Deck (consumer-facing copy)
50 character header / 70 character description
Prospect
20 words (or fewer)
20-40 word
Bulleted list (50-70 characters per bullet)
100(ish) word
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