Ideally, you’ve been communicating regularly with your audience, on a schedule that fits in comfortably with the rest of your obligations. Leading up to your launch, you’ll want to increase the frequency of communication. If you send a quarterly newsletter, increase the frequency to monthly. If you’re already communicating every month, increase to twice a month, or to weekly just before you launch.
You’ll likely have more news just before you launch, so it should be easy to come up with additional content. For more info, see the post about social media for writers and check out the content ideas on pre-launch communications.
Next: Send media kits.