Automated  
‘Sales Symphony’ 
Launch Checklist 
Your Step-By-Step Cross-Check for Launching  
Your Next Digital Course or Membership 

by Dr. Douglas Pew 

The CopyComposer 

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 Automated ‘Sales Symphony’  
Launch Checklist

Building a successful course or membership that brings in sales on autopilot is no 

easy task. 
 
The dream is to make money in your sleep. And that sounds REALLY good!  
 
But to make it happen requires an elegant, intricate “sales symphony” with many 
moving parts. 
 
And getting this machine of a “sales symphony” built, tuned up, and running 
smoothly is much more complicated than the over-simplified vision many big-name 
gurus preach. 
 
Far too many great ideas for a course or membership fall by the wayside. It’s usually 
because of the challenges of technology, challenges of figuring out how to advertise, 
and not knowing what to do first, second, third, fourth, and so on to get to the end of 
the yellow brick road. 
 
This Automated ‘Sales Symphony’ Launch Checklist will help you make sure you’ve 
considered every important step along the way. 
 
As you walk through each of the 4 movements of building YOUR Automated “Sales 
Symphony,” don’t forget this important principle…  
 
40% of the success of your Automated “Sales Symphony” is the strength of your 
OFFER. 
 
40% is the quality of the people you’re selling to, your LIST. 
 
20% is the quality of your advertising message, your COPYWRITING. 
 
And all of that needs to be set up in a functional way so you can deliver it to the 
marketplace. That's where TECHNOLOGY comes in. 
 
The 4 movements of an Automated “Sales Symphony” and the steps to building 
each are as follows: 
 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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MOVEMENT 1: Creating Your Irresistible Offer 
 
Creating your irresistible offer begins and ends with making sure you are focused on 
bringing the right message to the right people at the right time. 
 
Make sure you’ve considered these points when creating your offer: 
 
What is the value your offer brings to your clients? What is the upside 
potential for transformation in their lives? 
Is there a big enough pool of potential clients for you to build long-term 
success? 
How urgent is the problem your perfect prospect needs to solve? 
What is the scope of your solution? 
How is your offer different from the others in this market? How is it unique? 
Novel? One-of-a-kind? 
How fast are you able to get your client’s results? 
Are you clients willing and able to pay the fees you need to make this a viable 
business? 
Can you offer scale? How much? 
How much competition is out there? How many similar offers are there? 
Is the outcome you’re promising clear? Are the steps to achieving the 
outcome clear and easy to understand? 
Does achieving this outcome for your clients excite you? Do you even want to 
do this? 
 
MOVEMENT 2: Writing, Recording, And Finalizing Your 
Curriculum 
 
Preparing to Write Your Curriculum 
Outline your customer success path from start to finish. 
Define mile markers so they can track their progress at every stage of 
the journey. 
Organize your frameworks, formulas, worksheets, and exercises. Match 
them with the mile markers you’ve established. 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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 Clearly define your “end goal,” what it looks like when your customer 
reaches the end and experiences the full transformation of your 
solution. 
Use your “end goal” to define the BIG PROMISE of your program 
curriculum. 
Conduct 5-10 validation calls with current or past customers/clients to 
ensure this curriculum is something that really fills a need. 
Name your program. 
Decide on your program’s price considering its place in your company’s 
value ladder. 
Writing Your Curriculum 
Schedule the time early on to make sure you have adequate time to 
write your program curriculum. 
Flesh out your program outline into complete modules, sessions, or 
lessons. 
Write bulleted slides or scripts for each video module. Be sure to 
consider: 
Module title slides 
Lesson title slides 
Lesson previews 
Lesson summaries 
Action lists 
Next lesson previews (open loops to speed up consumption) 
Slide design 
Consider the length of each lesson and make them “snackable” 
for better consumption 
Complete support documents such as frameworks, formulas, 
worksheets, and exercises. 
Send your slides and worksheets to a designer with appropriate 
branding guidelines.  
Recording Your Curriculum 
Schedule the time to record so you have time to edit and finalize each 
video. 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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 Choose your recording strategy: 
Video slides only 
Face-to-camera only 
Combination of slides and face-to-camera 
Make sure you have the appropriate audio and visual gear to record. 
Make sure you have someone who can edit and finalize your recordings. 
 
MOVEMENT 3: Writing Your Sales Copy, Setting Up The Tech, 
and Launching to Your List 
 
Writing Your Sales Copy 
Pre-launch assets: 
List warm-up lead magnets 
List warm-up podcast episodes 
Emails delivering pre-launch warm-up assets 
Facebook ads  
Retargeting ads 
Webinar opt-in page 
Webinar registration emails 
Webinar fill-up Facebook ads 
Email copy for affiliates 
Launch assets: 
Webinar 
Sales Page 
Checkout Page / Order Form 
Up-Sells 
Open cart sales emails 
Sales Facebook ads 
Retargeting Facebook ads 
Abandoned Cart Emails for main offer 
Re-targeting emails for Up-sells 
Post-launch assets: 
Onboarding / Indoctrination emails 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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 Onboarding / Indoctrination posts in private Facebook group 
Setting Up the Tech 
Build funnel steps (ClickFunnels, Kajabi, etc.) 
Design funnel incorporating the copy 
Define domain or subdomain 
Integrate with ESP 
Integrate Stripe or other payment gateway 
Curriculum software setup (where the program lives) 
Loading videos, audios, transcripts, worksheets 
Use Vimeo pro account for video 
Integrate curriculum software with funnel software and ESP 
Test automations and sequences 
Setup “Deadline Funnel” for scarcity 
Webinar tech 
Webinar camera/broadcasting setup 
Webinar links to sales page / checkout page 
Launching to Your List 
Prepare customer service staff 
Creating a launch calendar with dates, details, and events 
Go live on Facebook through the launch to add excitement 
 
MOVEMENT 4: Building Your Customer Acquisition Machine to 
Bring In New Customers at Net Zero 
 
Now that your flagship program is created and launched to your in-house list, it’s 
time to turn on the “new traffic” faucet by creating an automated sales machine, 
variously known as a “customer acquisition machine” or “break-even funnel.” 
 
A buyer is 16 times more likely to buy something else from you. So, by using a 
low-ticket break-even funnel, you give people you’ve NEVER met, and who don’t 
know a thing about you, a TON of value for a very low price. Why? So they become a 
happy buyer as soon as possible. Then, you sell them something else.  
 
And in this case, you’re building a series of appetizer products in a funnel that lead 
up to the MAIN OFFER you already launched to your list. You will use the income 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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from this funnel to pay for the price of the advertising, making it a truly break-even 
funnel that brings in new customers at a net zero return on ad spend (ROAS). 
 
Outlining Your Break-Even Funnel 
Funnel Step #1 - Define your free irresistible implementation tool 
Funnel Step #2 - Decide on your main, low-ticket appetizer product 
(usually $7) 
Make it SO GOOD they can’t pass it up 
Funnel Step #3 - Create a $27 Order Bump offer for the main offer 
Funnel Step #4 - Create a $47 Up-Sell 
Funnel Step #5 - Create your Thank You Page with the option to attend 
your FREE CLASS… the webinar for your MAIN OFFER 
Writing The Copy  
Funnel Step #1 
Facebook Ads 
Free implementation tool 
Automated email follow-up sequence 
Funnel Step #2 & 3 
Sales Page with checkout built in 
Bump offer on sales page 
Automated email follow-up sequence for those who don’t buy 
Indoctrination email sequence for buyers 
Retargeting Facebook Ads for non-buyers 
Funnel Step #4 
Up-Sell page 
Up-Sell automated email sequence 
Funnel Step #5  
Thank You Page with Opt-in for FREE class (sales webinar) 
Automated emails for those who don’t sign up for the free class 
Building The Funnel 
Design and build each funnel step 
Complete automations and integrations 
Dialing In ROAS 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com

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 Setting up Facebook audiences 
Tracking percentages 
Tweak ROAS at each step of the funnel until it breaks even, $1 in, $1 out 
 
Like I said at the outset… 
 
...there’s a lot that goes into building and launching a digital course or membership. 
 
And turning it into an Automated “Sales Symphony” takes even more steps, 
automations, and tweaking. 
 
This checklist will definitely help you make sure you’re on the right track. 
 
It’s all very doable, but it does take time and a lot of different moving parts all 
working together harmoniously. 
 
And that’s really why it’s a “sales symphony.” 
 
But if you’d like some help, my team and I are here for you. 
 
If you’d like to have a free 15-minute call to discover if we’re a good fit to help you 
with your launch, you can reach me at www.musicofcopywriting.com/work.  
 
We can help with any or all of the 4 movements of your Automated “Sales 
Symphony” Launch. 
 
Doug 
The CopyComposer 

Ⓒ 2020 by Douglas Pew www.musicofcopywriting.com