Stop Selling. Start Launching.

The 3-step launch system creators use to sell out without ads

October 19, 2025

Read Time: 1 Minutes 45 Seconds

Hey — Ryan here.

In today’s edition we’ll be covering:

  • The 3-step framework to create a successful launch

  • Why these tactics work

  • Real-life examples from creator-led businesses

Have you ever wondered how certain creators can go from 0 followers to a fully monetizable business?

It’s not silly entertainment videos, the latest ‘viral trend’, and definitely not by hard-selling to their audience.

It all comes from the same launch framework:

Introduction → Series → Announcement

It’s the same strategy @sourmilk, @sult, and @surfing cow used to create viral launches that sell out

Let’s break it down:

Step #1: Introduction

So what makes a great intro video? It’s simple:

You answer who you are, why you do it, before you even talk about what you do

Check out @couchwoman who hand-sold over 5,000 yogurts in NYC

Or @erickprrk who’s building a coffee pop-up in SF (with our help)

Why this works:

  • Curiosity gap: People wonder if you’ll succeed or fail, building interest

  • Relatability: Telling people your story makes you feel real and authentic

  • Inspiration: Makes the viewer feel inspired to create something of their own

But how do you keep building up momentum from here?

You give them a reason to continue following along…

Step #2: Series

A series is a repeatable format that continues to build up each video

Think day in the life’s like @crustbycarson, 30 life lessons by 30 like @chloe.shih, or education lessons on a specific topic like @jerryhlee.

If you’re a creator or founder, documentation is the easiest format:

@surfingcow does a daily series growing his sunscreen brand

Another good example is this one by @drinksult 

Why it works:

  • Viewer buy-in: Viewers want to know what happens next and they feel a part of the journey

  • Pattern recognition: Your visuals, story, and style become familiar to the audience

  • Consistency: Builds momentum leading up to a launch

Step #3: Announcement

Okay…so it’s finally the big day

Time to announce your launch

Truth is, nobody likes to be sold to

So you want to be quick, punchy, and to the point

Use a teaser format like @wantsandneedsbrand_ to get 1.4M views:

Or this video by @citizen_theartist that got 12.8M views

Why it works:

  • Entertainment: Sells your product without leaving a bad taste in the viewer’s mouth

  • Viral potential: Can still garner virality, increasing views and sales

  • Payoff: Feels like a reward to the audience for sticking around

Thanks for showing up this week. We’ll see you in the next ❤️

Sincerely,

Ryan To