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[Video Course] Product Launch Formula 2019 by Jeff Walker

[Video Course] Product Launch Formula 2019 by Jeff Walker

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Product Launch Formula is a proven, step-by-step process that shows you exactly how to launch a product in precise detail. It shows you exactly what to do every step of the way, right down to which blog post to release when, and what to say in every email.

Since I first released PLF in 2005, I’ve had well over 10,000 people go through this training. My students have done over $1 billion in launches using PLF – and they’ve done it in hundreds of different markets and niches, and in countries from around the world.

If you’d like to learn more about how Product Launch Formula works, then click the button below to sign up for my FREE Launch Workshop. You’ll learn how to launch your product, service, book or business with maximum success.

Product Launch Formula is one of those courses well worth going through at least once a year, especially as part of an annual planning phase. Most of the content exists in video, audio and text format (transcripts), so you can consume it in your preferred format. Enjoy.



This is about some of the core elements that make Product Launch Formula so powerful. By the end of this module, you’ll understand the 5 core types of launches (and when to use them), the Sideways Sales Letter, as well as how to use sequences, stories, positioning, and mental triggers to create a great launch.

1 Introduction [4 minutes] 2 Intro to Product Launch Formula [14 minutes] 3 Five Types of Launches [10 minutes] 4 Circle of Awesome [12 minutes] 5 Sequences [11 minutes] 6 Sideways Sales Letter [19 minutes] 7 Launch Conversation [10 minutes] 8 Mental Triggers [17 minutes] 9 The Power of Positioning [7 minutes] 10 The Power of Story [10 minutes] 11 Launch Story Themes [11 minutes] 12 Problem Solution Path [11 minutes] 13 The Alternate Path [4 minutes]


This module covers setting yourself up for success by creating a strong plan and a clear roadmap to follow for your first launch. By the end of this module, you’ll know how to identify your niche, avatar, assets and goals, plus how to build and warm your list.

1 Introduction [2 minutes] 2 Niche Selection [42 minutes] 3 Customer Avatar [25 minutes] 4 Building Your List [13 minutes] 5 Warming Your Cold List [5 minutes] 6 Asset Identification [20 minutes] 7 Your Goals [10 minutes] 8 Your Launch Goals [9 minutes] 9 Your Launch Success Path [20 minutes]


This is an important step that will help you lay the groundwork for your launch. Combined with the Prelaunch, this step is the bread and butter of Product Launch Formula. By the end of this module, you’ll know how to identify what your market wants, craft and refine your offer, and build serious buzz leading into a launch.

1 Introduction [2 minutes] 2 Pre-Prelaunch Strategy [6 minutes] 3 The Pre-Prelaunch Sequence [4 minutes] 4 Identify & Test Your Offer [15 minutes] 5 The Shot Across the Bow [24 minutes] 6 Refining Your Offer [9 minutes] 7 Characteristics of Buzz [11 minutes] 8 Pre-Prelaunch Case Studies [7+15+4 minutes] 9 Pre-Prelaunch Planner [no video]


Your Prelaunch Content (“PLC”), when done right, helps your potential buyers understand the Opportunity, the Transformation, and the Ownership Experience promised by your product. By the end of this module, you’ll know how create each of these pieces of content, how to get people onto your launch list, and what to mail during your Prelaunch.

1 Introduction [2 minutes] 2 The Prelaunch Sequence [5 minutes] 3 Prelaunch Content 1: The Opportunity [15 minutes] 4 Prelaunch Content 2: The Transformation [14 minutes] 5 Prelaunch Content 3: The Ownership Experience [14 minutes] 6 scripting Your Prelaunch Content [7 minutes] 7 Prelaunch Content Walkthroughs [2 hours 44 minutes] -Nicholas Wilton: Here I walk you step-by-step through the PLC transcripts for Nicholas Wilton’s Launch for his Art2Life course and break it all down for you into the critical components.
-Susan Garrett: This is a walkthrough of a super-successful launch by Susan Garrett for one of her dog agility products. She’s in my Platinum Plus mastermind group, and she’s had incredible success, but she came into Product Launch Formula as a COMPLETE newbie with no list and almost no technical skills.
-Will Hamilton: This is a walkthrough of an excellent launch by Will Hamilton that did over six figures in sales in a niche market – and these Prelaunch videos are a fantastic example of how to do it right. Please don’t be intimidated by the quality of this launch – it was NOT Will’s first launch. The thing to remember is that he was truly struggling when he first joined PLF.
8 Types of Prelaunch Content [8 minutes] 9 Creating Prelaunch Videos [36 minutes] 10 Creating Other Types of Prelaunch Content [8 minutes] 11 Building Your Launch List [13 minutes] 12 Mailing Your Launch List [20 minutes] 13 Launch Metrics [14 minutes] 14 Building your list during launch [19 minutes]


The Open Cart phase is when you finally start taking orders! By the end of this module, you’ll know exactly what you need at every step of the way, from your Open Cart email sequence to how to script your sales video.

1 Introduction [2 minutes] 2 The Open Cart Sequence [19 minutes] 3 Stoked On Selling [16 minutes] 4 Bonus Strategies [16 minutes] 5 Sales Strategies [19 minutes] 6 Creating Your Sales Video [34 minutes] 7 Sales Video Walkthroughs [128 minutes] 8 Sales Page Walkthroughs [10 minutes] 9 Open Cart Planner [no video] 10 Post-Launch Email Sequence [18 minutes]


This module goes more in-depth with Internal Launches and Seed Launches. These are the two primary types of launches that you will want to perfect before moving on. By the end of this module you’ll know which type of launch to use when, and how to plan and execute them.

1 Introduction [2 minutes] 2 Internal Launch Strategies [13 minutes] 3 Internal Launch Timeline [6 minutes] 4 Internal Launch Case Studies [64 minutes] -Dylan and his partners built a successful business selling physical products on Amazon. They developed a system for wholesaling products, and started teaching their method to other sellers.
-Nicholas is a fine-art artist who has led offline workshops to teach people how to paint. Then he used PLF to bring his workshop online
-Julie practiced psychology in a traditional setting. She wondered if she could take her mental health training online. Her first launch brought in $17,000, and her second launch, three times that.
-Susan does million dollar launches in her dog training niche, without JV partners. You’ve seen her Internal Launch PLCs and Sales Video, now listen to her story – it’s incredible.
5 Internal Launch Planner [no video] 6 Seed Launch Strategies [9 minutes] 7 Seed Launch Prelaunch Plan [7 minutes] 8 Creating a Crushing Offer [12 minutes] 9 Seed Launch Timeline [9 minutes] 10 Creating Your Seed Launch Product [14 minutes] 11 Interviewing Experts on Hyper Seed Launch [10 minutes] 12 Webinars and Summits [12 minutes] 13 Seed Launch Case Studies [126 minutes] -Tara & David Marino, an AMAZING Case Study of a Seed Launch that only sold 6 units – but it quickly led to a business that did $500,000 (that’s a half-million dollars) in sales!
-Kami McBride was an absolute tech newbie… but did a 5-figure Seed Launch for her course “Handcrafted Healing Herbal Oils”. Here you’ll find an interview, case study walkthrough, and swipfile of Kami’s Seed Launch.
-JJ Virgin, author of the NY Times Bestseller “The Sugar Impact Diet” shares how she developed and wrote her book using a Seed Launch and made six figures in the process – before the book was even written
-Erik Solbakken, after 26 years as an accountant he found a surprisingly hungry audience and did his first launch, bringing in $10,000 before even creating his product. In just 10 months after starting his online business, Erik made $220,000 in revenue.
14 Seed Launch Walkthrough [103 minutes] 15 Seed Launch Planner [no video]


This is where you attract, train, and work with partners who will promote your product for you. By the end of this module you’ll be able to take what you learned about the Internal Launch and use it to create a Joint Venture Launch.

1 Introduction [2 minutes] 2 Joint Venture Launch Strategy [10 minutes] 3 Finding Joint Venture Partners [12 minutes] 4 Getting Joint Venture Partners [17 minutes] 5 Preparing Your Partners for Launch [7 minutes] 6 Training and Supporting your Joint Venture Partners [14 minutes] 7 Joint Venture Email Sequence Walkthroughs [28 minutes] 8 Joint Venture Launch Case Studies [43 minutes] 9 Joint Venture Launch Planner [no video]


Now we take your entire Internal Launch sequence and put it on autopilot. By the end of this module you’ll be able to take the concepts and strategies of the Internal Launch and adapt them to the Evergreen Launch.

1 Introduction [2 minutes] 2 Evergreen Launch Strategy [13 minutes] 3 Types of Evergreen Launches [10 minutes] 4 Making Your Launch Evergreen [11 minutes] 5 Scarcity in Evergreen Launches [4 minutes] 6 Evergreen Launch Case Study [9 minutes] 7 Evergreen Launch Walkthrough [5 minutes] 8 Evergreen Launch Planner [no video]


This module is a roadmap for building your business with launches. By the end of this module you’ll know how to build out multiple products and offers to your list with the different types of launches you’ve learned about in Product Launch Formula.

1 Introduction [2 minutes] 2 The Launch Life [19 minutes] 3 Business Launch Strategy [17 minutes] 4 Building a Team [18 minutes] 5 Mental Game and Self Care [13 minutes] 6 Conclusion [3 minutes]



If you’re just starting out in your online business journey, or you’re about to launch a new business, this is how you get started fast so you can start making money quickly.

1 Introduction [14 minutes] 2 Mental Game, Part 1 [20 minutes] 3 First Steps [36 minutes] 4 Tools  [15 minutes] 5 Mental Game, Part 2 [13 minutes] 6 Conclusion [7 minutes]


Learn how to grow and scale your business without working yourself to death.

1 Introduction [17 minutes] 2 How to get Leverage [21 minutes] 3 How to Scale [22 minutes] 4 How to get the Life you Want [14 minutes] 5 Conclusion [8 minutes]


If you’ve ever considered helping other people with their launches – as a Launch Manager, a Launch Consultant, or even as a full business partner – then this will be critical to your success.

1 Introduction [3 minutes] 2 Client Selection [13 minutes] 3 Three Types of Deals [16 minutes] 4 Negotiating [14 minutes] 5 The PLM Model [17 minutes]


If you already have a list, this is a great way to bring in money fast with a story, a few emails, and a deadline.

1 Introduction [2 minutes] 2 Quick Launch Strategies [13 minutes] 3 Quick Launch Case Studies [66 minutes] -Tax Sale, Go Romance, Wildcraft: Here I have three examples I’m going to walk you through. They’re very different examples, but you’ll see how the Quick Launch can work in a lot of different ways.
-Will Falconer: Here I walk you through Will Falconer’s ebook bundle Quick Launch. This Quick Launch was done for a $25 product, with 6 emails over a U.S. Holiday weekend and ended at almost $9,000 in quick revenue
-Debbie Arambula: Debbie is the “Heart Artist” – she paints hearts, and she’s very successful at it. This is how she uses Product Launch Formula to sell her paintings and prints and includes a story of how she did a Quick Launch to pay for new tires for their RV.
4 Quick Launch Planner [no video]


This is about how to promote other people’s launches as an Affiliate or JV Partner.

1 Introduction [13 minutes] 2 Strategy & Key Considerations [14 minutes] 3 Three Ways to Drive Traffic [15 minutes] 4 Deep Dive: Promoting PLF [27 minutes] 5 Using Bonuses to Boost Sales [23 minutes]


This is all about how to launch your book, PLF-style (a Case Study with Jeff’s NY Times Bestseller, Launch).

1 Book Launch Goals [8 minutes] 2 Book Launch Prelaunch – Part 1 [10 minutes] 3 Book Launch Prelaunch – Part 2 [13 minutes] 4 Bestseller Campaigns [18 minutes] 5 Book Launch Interview with fiction authors Sean Platt and Johnny B. Truant [69 minutes]


On this bonus call, we spent 75 minutes crowdsourcing ideas for each other’s lead magnets.

This was one of the most fun and productive sessions… and by just going through the replay and transcript, you’ll leave with at least a dozen new ideas for super effective lead magnets for your own business.


The Sparta Launch is all about selling very high-priced, small-group workshops or retreats via email.

1 The Sparta Launch [14 minutes] 2 The Sparta Panel at LaunchCon with Jeff’s Platinum Plus mastermind members, Erico Rocha, Sebastien Night, and Will Hamilton. [51 minutes]


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