Variant Fund: A Must-Have Token Issuance Marketing Checklist for Cryptocurrency Project Founders

Translation: Zhou, ChainCatcher

The marketing of token issuance is similar to that of an IPO. You are not just issuing a token; you are launching a product, a market, and a brand new way of collaboration. Treat it with the same seriousness as an IPO.

It is important to note that this checklist primarily focuses on the marketing aspects of the Token Generation Event (TGE), which is the final stage of moving the token from the conceptual phase to public issuance. In addition, there is a whole set of operational processes running in parallel: negotiating with exchanges and market makers, finalizing the token economic model, management of the launch, etc. Assume these processes are already underway.

Here is a checklist of considerations to ensure you do not miss important moments.

1. Unified Messaging for Different Audience Groups

First, identify your main audience groups (contributors, token holders, users, developers, investors) and clarify the following points:

What value does the token create for each group (and why you are not just "another airdrop");
How it connects with your product, infrastructure, and ecosystem;
Where the legal boundaries lie (the regulatory framework is important, but it depends on your company's risk tolerance);
This will become your internal communication document and the cornerstone for executive communication and team collaboration.

Tip: The best messaging documents clearly state why each audience group should care.

2. Announce in Sequence

Do not throw everything out at once. Build narrative momentum in phases:

Look to the future: why this project is so important;
Educate: the role of the token and its significance;
Announce specific details: eligibility, supply situation, key dates;
Release participation guidelines: how to participate and what will happen after the project launches.

Tip: Repeatedly emphasize your core message until it resonates, and let your team, partners, and ecosystem amplify these messages.

3. Make the Token Easy to Understand

Do not rely solely on X threads; comprehensive documentation builds trust.

Establish a dedicated token trading platform;
Include token economics, key dates, eligibility requirements, and FAQs;
Use plain language: clarity can prevent FUD (fear, uncertainty, and doubt) and avoid confusion;
Be as transparent as possible within legal limits.

Tip: When the product launches, your landing page and documentation should tell a concise and credible story. A clear framework always beats exaggerated promotion.

4. Utilize the CEO as a Megaphone

Founders need to increase their visibility; think of it as a speaking tour:

Host private Q&A sessions with token holders;
Record explanatory videos;
Join podcast tours or X Spaces, live streaming with like-minded partners or top community members;
Let people hear directly from those building the network.

5. Control Your Community Channels

Token issuance can easily attract trolls, scammers, and confused users. Without trained moderators (who can be existing team members), you may lose control in your own Discord group.

For at least the first 72 hours after launch, have staff support channels available 24/7;
Prepare fixed responses for FAQs, special cases, and refund/claim issues;
Work with operations or security leads to quickly shut down fake bots and scam websites;

Tip: Unexpected events will always occur; be prepared with contingency plans before website outages, wallet failures, price fluctuations, or security incidents happen.

6. Informal Communication Channels with Influencers and Relevant Ecosystem Partners

Launch events supported by authorities often perform better, but you cannot expect people to tweet spontaneously.

Create a briefing for key partners that includes release deadlines, messaging suggestions, and visual materials;
Give like-minded builders/influencers a reason to pay attention and share background information;
Avoid chasing trends; focus on credibility and relevance.

Tip: Do not use paid bots and low-value noise, as this will make you appear suspicious and damage the quality of your other content.

7. Control Signals: Private, Gated Events

Do not rely solely on X for discussions. Host closed video events for verified token holders to submit questions and vote, which can yield better feedback/opinions and a higher signal-to-noise ratio.

8. Design a Post-TGE Marketing Plan

The launch is just the beginning; prepare for the following:

Continuous education: explain its uses in an easy-to-understand, engaging way;
Exchange promotional activities: collaborate with exchanges to maintain retail demand for the token;
Community ambassadors: empower like-minded token holders to spread the message;
At least a month’s worth of planned content, sorted by audience and channel.

Do not let the excitement of launch day fade.

9. Internal Communication is Also Important

Prepare your team:

Token issuance is just a step, not the end;
Market price ≠ product value;
The focus remains on building, not price watching.

Tip: Treat internal communication like investor relations—failed IPOs show what happens when teams mistake price for progress, leading to low morale.

Bonus: Bring Your Token to Life Through Creative Storytelling

Strong messaging is a basic requirement—what truly makes a product launch stand out is a creative story that is memorable and shareable.

Develop an initiative that keeps your token active post-launch;
Invest in visual storytelling (images, short videos, explainer animations, memes) to make it highly recognizable;
Consider how your creative concept can run through various channels: website, X, Discord, and partner posts.

Final Point: Timing is Crucial

You only get one chance to make a first impression. If your story is not compelling and the product is not ready, then wait. The market remembers chaotic launches, not those that were postponed.

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