2. Stories that Cut Through
Pre-Launch Comms Sprints
Building momentum before launch.
Table Of Content
Strategic Context Types of Pre-Launch Comms Sprints How to Run Effective Sprints Using RICES to Prioritize Designing a Full-Funnel Content System Pro Tips Next Steps
Strategic Context
Pre-launch comms sprints provide structure to what is often a chaotic, reactive content process. They are short, high-impact content campaigns designed to build awareness, credibility, and anticipation before your product goes live.
Each sprint builds TOFU (Top of Funnel) assets that generate awareness, authority, and curiosity–laying the foundation for MOFU (Middle of Funnel) and BOFU (Bottom of Funnel) content post-launch.
Why They Work
Structure: Comms sprints turn scattered content ideas into clear, focused campaigns.
Speed: Short, fast bursts allow for rapid iteration without overcommitting.
Funnel Integration: Each sprint generates reusable content for TOFU, MOFU, and BOFU.
Core Types of Pre-Launch Comms Sprints
Not all sprints are created equal. Here are five core types of pre-launch comms sprints that you can run:
Sprint Type | Goal | TOFU Output | MOFU/BOFU Expansion |
|---|---|---|---|
Origin Story Sprint | Establish emotional resonance, early brand voice | Founder thread, “why now” post | About page, investor deck, podcast pitches |
Testnet Launch Sprint | Build anticipation and collect early user feedback | Blog + social about early access/testnet | Onboarding emails, how-to guides |
Product Reveal Sprint | Build excitement for the product vision | Teaser video, concept explainer | Feature deep-dives, competitive comparisons |
Narrative Claim Sprint | Establish your POV and market position | Manifesto post, market POV thread | Use-case series, integration stories |
Funding Announcement Sprint | Boost credibility and establish authority | Press release, social push | Partner blog, investor quotes, press tour |
How to Run Effective Pre-Launch Comms Sprints
A successful comms sprint follows a clear, repeatable process:
Step 1: Choose Your Sprint Type:
Align with your GTM goals (awareness, authority, engagement).
Step 2: Set Your Narrative and Messaging:
Define the core message for the sprint.
Step 3: Design Your Content Assets:
TOFU: High-reach content (threads, blogs, teaser videos).
MOFU: Value-focused content (how-to guides, use-case stories).
Step 4: Schedule Your Distribution:
Map your sprint to the Distribution Map
Step 5: Measure and Optimize:
Set clear KPIs (impressions, sign-ups, conversions).
Track performance and identify high-performing assets.
Using RICES to Prioritize Sprint Ideas
Before you launch a sprint, use the RICES framework to ensure it’s worth the effort:
List Every GTM Initiative: Brainstorm all potential ideas.
Describe Each Idea: Clarify the goal and context.
Score Using RICES: Reach, Impact, Confidence, Effort, Speed.
Rank + Focus: Prioritize high total score, low effort, fast to ship.
Initiative | Reach | Impact | Confidence | Effort | Speed | Total |
Twitter thread campaign | 4 | 3 | 5 | 2 | 5 | 19 |
Gale quest campaign | 5 | 4 | 4 | 3 | 3 | 19 |
Twitter Space with partner | 3 | 2 | 4 | 2 | 5 | 16 |
Founder podcast | 3 | 3 | 3 | 4 | 2 | 15 |
Ambassador program | 4 | 4 | 2 | 5 | 2 | 17 |
Designing a Full-Funnel Content System with Comms Sprints
Your comms sprints don’t end at TOFU, they feed your full content funnel.
TOFU: Thought leadership, POVs, educational blogs, tweet threads.
MOFU: Use-case guides, product intros, feature comparisons.
BOFU: Demos, success stories, how-to guides.
Example:
An Origin Story Sprint produces a founder thread (TOFU) → Podcast pitch (MOFU) → Case study (BOFU).
A Testnet Sprint produces a teaser video (TOFU) → Onboarding guide (MOFU) → Success story (BOFU).
Pro Tips for High-Leverage Comms Sprints
Leverage Partnerships: Use partners for co-branded sprints.
Focus on Speed: Keep each sprint short (3-5 days max).
Repurpose Assets: A great Twitter thread can become a blog intro, a podcast script, or a LinkedIn post.
Keep Iterating: Test and tweak messaging with each sprint.
Next Steps: Ready to Launch Your Pre-Comms Sprints?
Complete the [Building Your Content Funnel Guide] to align your sprints with the full funnel.
Use the RICES Scoring Worksheet to prioritize your sprint ideas.
Design your first sprint using the templates in this module.
