Launch is an online marketing guide written by Jeff Walker. In it, he describes his Product Launch Formula, a method for selling anything online.
Or is it?
Yes, Jeff talks about all of the elements of building and using a email mailing list to launch new products and businesses. However, what the book really describes is an application of the lessons learned from Dale Carnegie, Robert Cialdini, Norman Vincent Peale, and Mike Cernovich. It combines the positive, high-energy mindsets from Peale and Cernovich with the lessons on influence from Carnegie and Cialdini. Then Jeff tells you how to make money with those lessons. And after you’re done reading, you’ll feel prepared to begin making your first list and planning your first of many launches.
Jeff begins by giving his story of going from stay-at-home dad to making six-figures in a week. How? He had a list.
The key element to the formula is having an email subscriber list. Using the list, you will communicate directly with people who have already shown an interest in you and the products/services you provide. The communication will be a series of emails over a period of around a week to ten days. The communication is what Walker calls a Sideways Sales Letter. One of the best ways to get people to buy things is to create anticipation. The SSL builds anticipation prior to a product launch. The way it creates anticipation is by providing a story and high-value content, such as instructional videos or free tutorials, that provide real value to people before they’ve even bought your product.
That last sentence hides a secret. The secret is an abundance mindset and an understanding of one of the pillars of influence: reciprocacy. If you adopt an abundance mindset—a belief in the abundance of value all around and in us—then you are much more likely to give away high-value things away for free. Generosity is a defining feature of the Product Launch Formula. If you are generous to your potential customers, they are more likely to buy. People tend to reciprocate kindness with kindness, value with value.
Of course, it isn’t only the free goods that do all the heavy lifting. Jeff spends chapter five talking about what he calls “mental triggers”. If you’ve read other books like Dale Carnegie’s How to Win Friends & Influence People, or Robert Cialdini’s Influence, then you are already acquainted with the contents of this chapter. He talks about authority, reciprocity, trust, etc.
In addition to telling the story of his first launch, he gives several other Case Studies that demonstrate other people using his methods to launch their first products, businesses, and gain financial freedom. After reading those stories, I really felt like the results he talked about were entirely achievable for me in the future, if I am willing to do the work to make it happen.
Jeff also provides details on how to get paid to create content, using that content either as free content for future launches, or as paid products in and of themselves. Essentially, Jeff has given the details of a system for continuous product development and launching that is organic and beautiful. Some of the marketing methods and devices you’ll learn about in Launch include:
- Opt-in subscription forms
- Squeeze pages
- A:B testing
- Using ads, social media, word of mouth, and affiliates to drive people to your squeeze page.
- Questions to get answers to before launching a new product.
- Outlines for pre-prelaunch, pre-launch, launch, and post launch emails.
- Seed launches (for those without a product to sell currently)
- JV (affiliate) launches
- Masterminds (business and product idea brainstorming communities)
On top of the pillars of influence, supported by the foundation of an abundance mindset, sits the Product Launch Formula. It is the actualization of that knowledge in the business world.
Do you have a business and want to give it a boost? Buy this book.
Do you have a product that you want to sell? Buy this book.
Do you want to be free? Buy this book.
For those that read until the end, in this video, I talk about what Jeff calls the Seed Launch.