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

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Source: Variant Fund

Compiled by: Zhou, ChainCatcher

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

It is important to note that this list primarily focuses on the marketing phase of Token Generation Event (TGE), which is the final stage of advancing the token from the conceptual phase to public issuance. In addition, there is a complete set of operational processes being carried out in parallel: negotiating with exchanges and market makers, finalizing the token economic model, listing management, and so on. Assuming these stages are already underway.

The following is a checklist of items to consider in order to avoid missing important moments.

1. Unified information transmission for different target audiences

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

What value does this token create for each community (and why you are not just “another airdrop”);

How it connects with your products, infrastructure, and ecosystem;

Where are the legal boundaries (the regulatory framework is certainly important, but it depends on your company's risk tolerance);

This will become your internal communication document and the cornerstone of executive communication and team collaboration.

Tip: The best messaging documents clearly articulate why each audience group should pay attention.

2. Publish announcements in order

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

Looking to the future: Why this project is so important;

Education: The role of tokens and their significance in existence;

Announce specific details: eligibility, supply situation, key dates;

Participation Guide: How to Participate and What Happens After the Project Launch.

Tip: Emphasize your core message repeatedly until it resonates deeply, and let your team, partners, and ecosystem amplify the influence of this message.

3. Make the tokens easy to understand

Don't rely solely on X threads; comprehensive documentation is essential to establish trust.

Establish a dedicated token trading platform;

Including tokenomics, key dates, eligibility requirements, and frequently asked questions;

Use plain and understandable language: Clarity can prevent FUD (fear, uncertainty, and doubt) and avoid confusion;

Be as transparent as possible within the bounds of the law.

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

4. Utilizing the CEO as a spokesperson

Founders need to increase their exposure, and you can think of it as a tour.

Hold a private Q&A session with token holders;

Record explanatory video;

Join podcast tours or X Spaces to live stream with like-minded partners or top community members;

Let people directly hear the voices of those building the network.

5. Manage your community channel well

Token issuance easily attracts trolls, scammers, and confused users. Without trained administrators (who can be existing members of the team), you may lose your voice in your own Discord group.

For at least the first 72 hours after going live, the employee support channel will provide 24/7 service.

Prepare fixed replies for frequently asked questions, special situations, and refund/claim issues.

Collaborate with the operations or security director to quickly shut down fake bots and scam websites;

Tip: Unexpected events will always occur. Be sure to have a contingency plan ready before website downtime, wallet failures, price fluctuations, or security incidents.

6. Informal communication channels with influencers and relevant ecosystem partners

Release activities supported by authoritative figures often perform better, but you cannot expect people to spontaneously tweet.

Create a brief for the main partners, including 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, Gate-Controlled Events

Don't rely solely on X for discussions. Hold closed video events limited to verified token holders, allowing them to submit questions and vote, which can lead to better feedback/comments and a higher signal-to-noise ratio.

8. Design the marketing plan after the TGE

The press conference is just the beginning, and the following preparations need to be made:

Continuing education: Explaining its purpose in an easy-to-understand and engaging way;

Exchange promotional activities: Collaborate with exchanges to maintain retail demand for tokens;

Community Ambassadors: Empower token holders with shared values to spread information;

At least one month's worth of planned content, sorted by audience and channel.

Don't let the excitement of the release day fade away.

9. Internal communication is also very important.

Prepare the team well:

Token issuance is just a step, not the end point;

Market price ≠ product value;

The focus is still on construction, not price observation.

Tip: Treat internal communication as you would investor relations - failed IPOs demonstrate what can happen when teams mistake price for progress and lead to low morale.

Extra rewards: Bring your tokens to life through creative storytelling.

Strong messaging is a fundamental requirement – what truly makes a product launch stand out is a creative story that is memorable and enjoyable to share.

Develop an initiative to ensure your token continues to function after its release;

Invest in visual storytelling (images, short videos, explanatory animations, memes) to make it highly recognizable;

Think about how your creative concept can run through various channels: website, X, Discord, and partner posts.

The last point: timing is crucial.

You only get one chance to make a first impression. If your story isn't compelling enough and your product isn't ready, then wait. The market remembers chaotic launches, not the products that were delayed.

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