Product Launch Formula 2019 – Jeff Walker


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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]
  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]
  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]
  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]

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