Launch

About the Author

Jeff Walker is a pioneering figure in the world of digital marketing and entrepreneurship. Known primarily for developing the Product Launch Formula (PLF), Walker's impact on online business strategies has been profound since he first introduced the formula in 1996. With over two decades of experience, Walker has helped countless entrepreneurs achieve success by teaching them how to launch their products effectively, even with little to no start-up costs. His approach is not just about making sales; it’s about creating a business that offers flexibility, autonomy, and the potential for immediate profits. Walker's journey from a stay-at-home dad to a leading authority in digital marketing is a testament to the power of the strategies he teaches.

Main Idea

The main idea of Launch is simple yet revolutionary: instead of focusing on the product first and hoping it sells, prioritize building an engaged audience through value and relationships. By doing so, the sales will naturally follow. Walker’s Product Launch Formula (PLF) is designed to guide entrepreneurs through this process, ensuring that their product launches are not only successful but also sustainable in the long term. The core of Walker’s strategy is the email list, a tool he believes is crucial for cultivating interested buyers before the product is even released. The formula is not just about launching a product; it’s about creating an event that builds anticipation, desire, and a community around the product, leading to a successful launch and a strong, lasting business.

Table of Contents

• Introduction: The Power of a Product Launch
• Chapter 1: The New Marketing Landscape
• Chapter 2: The Product Launch Formula
• Chapter 3: Building an Email List
• Chapter 4: Creating Value and Building Relationships
• Chapter 5: The Pre-Launch Sequence
• Chapter 6: The Open Cart and the Launch
• Chapter 7: Post-Launch Strategies
• Chapter 8: Variations on the Launch
• Conclusion: The Future of Online Business

Introduction: The Power of a Product Launch

In the rapidly evolving digital age, the traditional methods of launching a product—creating it, putting it on the market, and hoping for sales—are no longer sufficient. Jeff Walker’s Product Launch Formula offers a revolutionary approach to product launches that flips the traditional model on its head. Instead of focusing solely on the product, Walker emphasizes the importance of building an engaged audience first. The power of a successful launch lies in the preparation, the anticipation, and the relationships built with potential customers long before the product is even available.

Walker’s method is not just about launching a product; it’s about creating a movement, an event that people want to be part of. By the time the product is available for purchase, the audience is already eager and excited to buy. The result? A launch that not only meets but often exceeds expectations, with immediate sales and a loyal customer base ready for future offerings.

Chapter 1: The New Marketing Landscape

The internet has revolutionized the way we market and sell products. On one hand, it has lowered the barriers to entry, allowing anyone with a computer to reach a global audience at minimal cost. On the other hand, this accessibility has created a crowded marketplace, making it harder for businesses to stand out. Walker highlights how the internet has changed the marketing game, emphasizing that traditional methods are no longer enough to ensure success.

"In the crowded online marketplace, your product needs more than just good features; it needs a story that resonates with your audience and creates a sense of connection and desire," says Walker.