Hey, it’s Jeff Walker.

If we've just met for the first time, a bit about

me before we begin…

1996: I was a stay-at-home dad... started an

online business teaching about the stock
market. My desperate goal was to make
$10,000 in a year to help support my family.

1997: first launch made 5 sales (and $1650 –

epic at the time!).

1997-2004: I became obsessed with launches, and did them over and over.

2005: I published the 1st version of Product Launch Formula® (i.e., PLF)... the
first ever course about online launches.

2005-present: I kept making PLF better and the results kept growing... my
clients have since done $1+ billion in sales. I've personally sold $100MM+ of my
products and courses through launches.

My life changed when I made my first sale. It was the first time I'd ever
made any money outside of a paycheck.

The idea that I could create value in the world, and someone would give me
money for that value was a revelation. Something in my brain changed at that
moment.

All the success since then was simply a gradual evolution of getting a little bit
better every day.

Since that first launch way back in 1997, I've had 21 consecutive million-dollar
launches (most of them did multi-million dollars).

I've lost count of how many million-dollar days I've had.

I once did a million dollars in sales in 53 minutes.

And the most important launch I've ever done was that first one that did
$1650.

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Because that's the one that proved to me that this business could actually
work.

Since then, it’s become my life’s work to bring that same realization to as
many entrepreneurs as possible – the reality that your thoughts have value…
and that you can bring that value into the world in an authentic and real way,
and create a great living for yourself while you do.

This Launch Guide is designed to get you started along that path. Whether
you’re looking to launch your very first business, or you’ve already got a
business and are looking for a proven system to put it on rocket fuel.

So let’s get started…

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The Launch Guide

#1. What is a launch?

Think of a launch like an online event.

The vast majority of products, services, coaching, etc. simply get “released”.

I hate to see that. Someone works incredibly hard building something they
know can provide value to people. It could be a physical product, it could be a
book, or often it’s an information product (like how to knit a sweater, get your
band booked for shows, homeschool your children, etc.).

They pour their blood, sweat, and tears into it… and they create something
they are so proud of.

Then they just…

… release it.

They just put it up on a website… and they WAIT.

And usually nothing happens.

That’s not a fun spot to be in.

Because, sadly, most of those sites get little (if any) traffic… and those hopes
and dreams slowly fade away.

A launch is the exact opposite.

Think about how Hollywood releases a movie… or how Apple releases a new
iPhone. They don’t just release it, right?

You never would just show up at the store and, “oh hey, there’s a new
iPhone…”

They create real buzz and real excitement around their new creation, so that
by the time it’s released, there’s a line around the block of people waiting with
credit card in hand. People who set alarms, took time off work, and stood
around for hours… just for the opportunity to buy.

That’s a launch. It’s a buildup of excitement and buzz, so the actual release of

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The Launch Guide

the product becomes something to look forward to.

The good news is, you don’t need Apple money or Hollywood status to do a
launch…

The reason my Product Launch Formula was so revolutionary when it came

out – and why it’s the longest-running product in the online marketing
industry, is that it takes the power of those big launches and puts it in your
hands.

It’s crazy to think about… but you really can harness that same launch power.
You can turn the release of your product into something that people literally
cannot wait to buy. And I can show you how.

Let’s continue…

#2. What makes a launch work so

well?
There’s a lot of things that come together in a well-planned launch… but two
of the biggest are Authority and Scarcity – two of the 16 Mental Triggers that
come into play during a well-planned launch.

When you launch a product using the Product Launch Formula, you start by
giving value.

This comes in the form of what I call Prelaunch Content (or PLC for short).

Your PLCs can be videos, they can be live broadcasts, they can even just be
emails or words on a webpage.

In your PLCs, you give real, actual value… valuable teachings that your
prospective customer can take and actually use.

I think about it like this…

If your course or product takes people from 0-100… then your PLC content
takes them from 0-1. You give them a quick win or a quick solution to a
problem they are having… and then you invite them to go deeper by
purchasing your course.

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The Launch Guide

Here’s the key though:

YOU ACTUALLY GIVE THEM VALUE WITH YOUR

PRELAUNCH CONTENT.

This isn’t about trying to trick anyone or wow them with a fancy
presentation… you give real value, and you solve real problems in your
teaching here.

And by teaching them the first few steps, you build real AUTHORITY.

As your prospect goes through your Prelaunch Content and learns from you,
you demonstrate your knowledge and mastery of your topic. They start to see
how what you are teaching holds real possibility for them… and as you pull
back the curtain, your prospect begins to see you as a real authority in your
topic – they start to see you as a trusted mentor.

Then, you make an offer for your main product… and you put a deadline on it.

This creates SCARCITY… and it is ABSOLUTELY KEY.

Just like there’s a limited stock of new iPhones when it’s first released, or how
a new movie will only be in the theater for a few weeks… you have to put a
deadline on your offer.

Nothing spurs people to action like a deadline… and by putting an end date
on your offer, you get people off the fence and into action.

#3. What do I need to do a launch?

Do I need a big business or a lot of
resources? What about the tech?
One of the greatest things about this business is all you really need is a
computer (or a phone) and access to the internet.

It’s never been easier to create a website, capture email addresses, or take
credit card payments (there’s even services that will let you do all of that for

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free!). You can upload videos to free websites like YouTube or Vimeo… and live
streaming is just a click away on Facebook or Instagram.

The sky’s the limit here in terms of how creative you can get… but you can
literally get all set up with all the tech you need in a matter of minutes for next
to nothing.

#4. Why would I want to put a

deadline on my offer? Shouldn’t I
always let people buy my product?
A deadline is a magical thing.

It might seem counterintuitive… but by putting a deadline on your offer, you

can often double the results you would have gotten otherwise.

And I say that from personal experience.

When I was first creating my Launch Formula, I saw this firsthand. When I did
my first ever launch, I kept the shopping cart open indefinitely. There was no
deadline… people could sign up whenever they wanted.

A few months later, I went back and launched that very first product a second
time… but with one key difference… I put a deadline on it.

That launch went on to do almost FOUR times the sales of that first launch.

and here’s the extra crazy thing…

Every one of those extra sales came in RIGHT at the deadline.

I learned something massive that day, and I’ve never launched without a
deadline since.

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The Launch Guide

#5. Can I launch if I don’t have a ton

of followers or a big email list?
Here’s the really cool thing…

A launch is one of the single best ways to build a following.

The launch process naturally creates a buzz in the marketplace… and the
great information you share during your Prelaunch
Content is nearly tailor-made for sharing via word of
mouth.

I’ve got a big business these days… and so my results

are a bit outsized as a result… but it’s not
uncommon for me to add 30,000 or more people to
my email list in a matter of weeks during a launch.

All you really need to get started is a small following… 100 people or so is
usually enough for a Seed Launch®… and the launch magic takes it from
there.

#6. I teach XYZ… can I do a launch?

The short answer for nearly everyone is: YES.

When I first published PLF in 2005, I was confident that it would get results
for people… but I could never imagine the crazy range of products and
services that people would launch.

I could never imagine that it would be used in every corner of the world. And
people would launch in dozens of languages.

No matter what your market, I’ve had people launch in more obscure ones.
Carving wooden dolls? Yes. Holstein Cow Embryos? Check. Learning How to
Scream? Yes.

Surface Pattern Design, Dressage, Reading Echocardiograms, Estimating

Roofing Jobs, Japanese Fly Fishing, Growing Cannabis, Sword-fighting, Sex

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The Launch Guide

Therapy?

Yes to all of them.

Unless your product is a pure commodity or an emergency service… this is the

formula for you.

#7. What if I don’t have a fancy

certification or a lot of letters after
my name?
One of the best parts about a launch is how it naturally builds your authority.
Unlike most traditional marketing methods, your audience never has to “just
trust you” or take a leap of faith.

You demonstrate your knowledge and mastery as you go through the launch
process… and you build trust along the way that’s worth far more than any
certification.

#8. I sell something other than

information (physical products, art,
my book, etc.), can I still do a
launch?
Absolutely.

There’s a few ways to go about it… and there’s one clear winner :-)

I’ve seen countless people launch their physical product, art, or book with PLF
successfully. I’m talking everything from hand-spun yarn to grass-fed steak
and fresh caught seafood to high-ticket art sales. It absolutely works… and you
will want to lean into telling the story of what makes your product so unique
in your Prelaunch Content.

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And… for as many people as I’ve seen have great success selling their physical
item… I’ve seen that success multiplied many times over when they start
selling information.

After all, if you’re a successful artist, writer, or you

have a real skill in creating physical items… then
you have knowledge that countless people
would LOVE to have.

I’m thinking of folks like John Fealy, who had a

very successful business building sheds for
clients… and who built a 6-figure business on the
side teaching other folks how to have a shed-building business just like his.

If you have real knowledge or a valuable skill… I’d highly encourage you to
think about how you could teach what you know. Information is one of the
easiest things to sell (and the most scalable), and there are people out there
who would love to learn from you.

#9. What if I don’t have a product

yet? Can I still launch?
As funny as it might sound… the answer is ABSOLUTELY.

You’ll want to do what I call a Seed Launch, where you can actually launch
without already creating the product (and, as a bonus, you don’t need much
of a following either).

You do need to know what you’re talking about… but here’s how it works…

You make an offer for a small-group, highly interactive coaching product. You
sell a small number of seats to people who are interested in learning from
you… then you send them a survey and ask what they specifically want to
learn.

You then host a series of small-group coaching calls over Zoom, and you
teach exactly what they want to know on those calls.

You make sure that everything is being recorded… and at the end of the

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course (usually 4-6 weeks), you now have a bunch of super-happy clients who
learned exactly what they were looking for. And, you have all the recordings,
which you can use to create a product that is tailored to exactly what your
market wants.

#10. Where can I learn how to put

together my own launch?
You’re in the right place!

I’ve spent the last 20+ years teaching entrepreneurs how to launch, and I’m
excited to support you as you build your own.

I publish weekly videos, podcasts, and free content to help support your
launch journey – and I’ll be opening up registration soon for a FREE training
where I’ll go deep and share my entire launch formula with you.

Until then, if you’re looking to move as fast as possible… I have two extra-fast
ways to go deep on building your own launch.

1. “Launch” – my #1 New York Times best-selling book. You can pick it up

off Amazon (usually for around $15).

I packed as much as I could into this short book (along with case
studies, examples, and even free downloads linked to the content)… and
the results have been legendary. I personally know dozens of
entrepreneurs with amazing businesses that got their initial jump-start
from the teachings in this book.

2. “Launch Quickstart” – this is a short course that I developed a few years

ago to help get people launched FAST. It’s a bit older now, but aside
from the fact that it doesn’t mention AI… it’s still a really solid course.

It’s delivered in short-bite sized lessons delivered over a few days,

making it an incredibly easy (and effective) way to get your launch built

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The Launch Guide

in minimal time.

It honestly has everything you need to get launched… but since it is a

bit older and doesn’t mention how to use AI in your launch like some of
my more recent trainings, I’m offering it completely free. Just go enter
your email address on [Link] and I’ll send it over.

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