Launch – Jeff Walker [Book Summary]

by Nick

Launch” will help you quickly create your own business.

Jeff Walker is an entrepreneur who, in 1996, with very little capital, first started making money on the Internet to provide for his family. Since then, he founded a number of companies that made Walker a multimillionaire. As the founder and CEO of Internet Alchemy, Jeff Walker teaches other entrepreneurs the secrets of his incredible success.

This book is available as:

AudiobookeBook | Print

Think: the Power of the Internet is Cool.

Internet technology can reach billions of people with a minimum of investment. Just imagine what opportunities are opening up for your business!

However, there is one drawback: billions of other people can do the same. Therefore, competition is very developed on the Internet, but it can also be used to create and develop your business out of the competition.

This is where the Product Launch Formula comes into play. Created by Walker and based on his personal entrepreneurial experience, this formula will help distinguish your product and your business from competitors. The formula emphasizes pre-launch, attention to your product before you even introduce it.

It is at this moment that you must create the maximum excitement around you. How do you do this? You will find an explanation in this book, but if you need more motivation to read the Formula, keep it up: Walker used his formula to earn his first million dollars in just 1 hour.

From this book you will learn:

  • why mailing is the most important tool for your own business;
  • why the basic concepts of marketing are ineffective here;
  • how scarcity and deadline help sell your product in record time.

The Instant Communication Power of the Internet Leaves Base Marketing Only a Ghostly Hope

You spent years cherishing your fantastic business idea and dreaming about achieving your goals and your victories. One fine day, you thought: “What the hell – I have to carry it out!” Of course, you can take the money, start your own business and introduce it to the world. In this case, you sit back and wait for someone to decide to sponsor your project, and you will begin to spin up your business.

The only problem is that no one considers your idea as enchanting as you think it is. Just think how many entrepreneurs fail at the very beginning, relying on the basic foundations of marketing, making a product or service affordable for everyone and deciding that it will be a success.

No need to hope that this is the key to a successful enterprise. If you want to succeed, you should not hope, you should seek and control all the opportunities for the development and success of your business.

You probably think that speaking is easy, but doing … Fortunately, the modern world provides us with ideal tools to protect us from rash steps and hope for basic marketing strategies.

The key to building a successful business is interacting with your prospects. Your potential clients and communication capabilities of the Internet will help you solve this problem.

Previously, you would have waited several days, weeks, or even months after the presentation to get information about how interesting your product is to potential customers. Using e-mail, you can solve this problem in a few minutes. The Internet allows you to quickly find out your prospects, customer interest and

available shortcomings. And the sooner you find out which ideas work and which don’t, the sooner you will begin to act.

In addition, along with a tremendous increase in speed, there is an incredible reduction in material costs: not so long ago, sending an e-mail or publishing an advertising article could cost you a small fortune. And today it will not cost you a dime.

But this does not mean that with the help of the Internet you will receive instant profit. You should use your best tools wisely. How to do this, you will see in the following chapters.

Referring people to purchase your products with psychological triggers, such as shortages and deadlines

All this talk about using online technology, capturing new markets, etc. may make you think these ideas are modern and effective. But this is not entirely true. An effective start is based on many time-tested strategies.

One such strategy is to use mental triggers to promote your idea, service, or product.

Psychological triggers program the mind and guide you towards making certain decisions that are necessary for those who use these triggers.

In order to function effectively, the brain is prone to using stereotypes and models when making decisions. Subconsciously, our mind scans clues from the environment and uses them to influence our actions. These are psychological triggers, and therefore they are so powerful. By including them in your marketing plan, you are guaranteed to increase the flow and concentration of attention on your product.

But how do you do that?

There are many examples of psychological triggers that you can use to arouse interest in your product.

Two are particularly effective are credibility and scarcity.

Authority is a great trigger because we are predisposed to agree with the opinions of authoritative people. That is why we so willingly believe the advice of doctors when it comes to health or the accuracy of the routes laid by the police.

By including factors that give credibility to your point of view in the strategy of promoting your idea, for example, a list of famous people you represent, your achievements, qualification awards, etc., you will achieve multiple increases in potential customers. The number of people trusting you will increase significantly (compared to using strategies that do not use triggers).


Another mental trigger is a deficiency. When people think that a particular product is available only in limited quantities (like diamonds or Ferrari, for example), they automatically decide that this product is of great value and want to get it as soon as possible so as not to miss it.

The Easiest Way to Use This Trigger is an Ad Unit With Information That the Price of the Product Will Rise in the Near Future.

For example: offering a “special pre-sale price for a limited time” is a sure-fire way to generate interest in your product.

The secret to creating a successful product is in sequence and stories.

Suppose you have created what you modestly consider the greatest product of all time. But after a short search on the Internet, you are faced with an obstacle: similar products are already on the market. And, although they are not as good as yours, they are, and they are the first.

In this case, how can you convince others that your product is the best?

In a world full of similar companies and products, leaving competitors behind and breaking into the lead is only possible with a successful marketing strategy.

One of the most effective methods of such a strategy are sequences. This is the use of various marketing techniques for a certain period of time.

As an illustration of the effectiveness of this technique, the story of Harry Potter can be cited: which of the books was the most anticipated in this series – the first or the last? Ask yourself. Of course the last one!

The sequential publication of books led to the fact that the excitement and demand for the latest edition only grew – everyone was interested in how the story ends! (You’ll learn more about the best performing sequences later in this book.)

Another Proven Method to Guarantee Potential Leads is to Use Stories.

Put yourself in the shoes of the client, and ask yourself: what will excite me more – an exciting story or a dry theory based on empirical data? Obviously, this is a story. Everyone loves good and interesting stories. After all, every religion in the world comes from history, the same applies to our traditions and cultures.

Therefore, when developing an advertising strategy, make sure that it is based on a good living story.

Sharing history and sequence is especially effective: each subsequent part of your strategy should develop the history begun. This will support interest in your product.

The Secret to a Successful Virtual Business – Quality Newsletter

So, how exactly can you use the Internet and your ability to reach billions of potential customers in order to make your business successful?

Learn to use the Product Launch Formula! What this formula implies will be described in this synopsis, and it begins with the word “customer base”.

Each successful business begins with a mailing list and a database of people who follow your letters. This is the technique that will attract your most loyal, valuable and responsive customers, who will determine how successful you become.

To illustrate the capabilities and strength of the customer base, I will give you an example: imagine that you need to make a down payment for a new home. To do this, you need to quickly find cash. If you have a list, you simply offer the already developed customer base a new product, and within a week you receive a sufficient amount.

However, it is important to remember that the quality of your database depends not only on its size, but on how effective it is, how often people from this database check their email, for example. In this case, a base of 100 people, in which 60 will accurately read your message during the day, is much more effective than a base of 1000 people, among which only 1 will read your letter.

So how do you put together a good base?

One solution is to create what is known as a landing page or landing page.

This is a web page representing your business. It contains information about you, your product and, as a rule, a pop-up window with the message: “enter your email address so as not to miss our promotions” and “leave the page”. The advantage of landing is obvious: if in the future a person wants to go to the site, he will enter his contact information.

But not every prospective client will register. To prevent such contacts from passing by, make an incentive for customers: offer a gift for registration. A gift should be associated with your business, and it should be interesting and useful to the client.

For example, do not offer a free video tutorial titled “Learning to Play Golf!” If you are a business consultant.

The process of introducing a successful product begins with preliminary preparation

Imagine that you are the captain of a navy ship in the 18th century.

In the distance, you see an unfamiliar ship. Squinting through the fog, you cannot make out the enemy or friend. What to do?

And if you were savvy in the rules of naval battles of the 18th century, you could fire a “warning shot” on another ship. The purpose of this shot is not to damage another ship, but simply to attract his attention.

And what has worked with sailors in the past also works in marketing today. Before you even think about launching your product, you must grab the attention of your future customers with pre-training.

Preliminary training will attract the attention of potential customers and arouse their interest. This is also a great opportunity to get feedback on the product or service that you are going to offer in order to understand if it is interesting or needs to be improved.

For pre-training to be effective, you must follow a number of principles.

Most importantly, you are not selling anything directly. If your pre-launch campaign is too saturated and resembles a commercial offer – this can push people away.

There are many strategies for preliminary preparation, but the author is inclined to one of the most effective: a short letter (no more than 80 words) containing presentation information and information about the benefits of the product.

This message is concise and to the point. It informs the reader about a new product, which will appear very soon, and offers to fill out a short questionnaire for feedback.

That’s all. No promises about a product that will change lives – just a short notice and seek help.

And, according to the author, this strategy works in 95% of cases!

Make sure that your product matches the wishes of the target audience at the “pre-launch stage”

So, you have a mailing list, you attracted the attention of potential customers with pre-launch events. Now is the time to start the main work. At this stage, you will make sure that your expectations and prospects are comparable with the value of your product on the market. This is achieved by dividing the pre-launch stage into three separate stages.

At each of these stages, you should release content filled with psychological triggers that will increase the chances that your potential customers will be interested in your product. This content can take many forms: PDF reports, emails, blog posts, or the most popular form of content is video.

To make the start of the pre-launch campaign successful, follow these steps: Highlight a portion of your pre-launch content: its function will be to answer the implicit question of potential customers about why they need your product. Show how he can change their life.

For example, if your business is the sale of golf lessons, you should tell a potential customer how they will play better with their help. If you are engaged in business consultations, then tell us about how you will transform the client’s business and what prospects he will have.

Two or Three Days Later, You Proceed to the Second Stage – Presenting the Prospects of Your Project.

At this stage, you will provide a little more information about your product, its development, and prospects, as well as the customer’s benefit from its purchase.

This is exactly the time to connect the story: tell us about the person who achieved success in the game of golf, using your lessons. Transformation stories are a powerful tool for sales.

After another two or three days, the third stage begins, in which you answer the question of how your customers will be transformed using your product.

You should end this stage so that your client can get your product out of turn and not waiting for the actual launch, and it should also be noted that the most advantageous offers will be received first of all by the subscribers. This is the use of such a psychological trigger as a deficit.

The feeling of lack of time and shortage motivates your niche customers to quickly buy your products

After creating all this enthusiasm and interest in your product, you will be ready to launch.

But before you begin, it is worth recalling the crucial aspect of prelaunch preparation. Toward the end of the third stage of pre-launch preparation, you should create a feeling of shortage of your product.

By doing so, you lead potential customers to the idea that the inevitable launch of a product will make it publicly available and, therefore, can be sold out very quickly. This feeling of scarcity causes excitement and prompts a speedy decision.

If everything is done correctly, then the launch of your product will smoothly flow from pre-launch preparation, because the right mood and attention to the product has already been created, and people are looking forward to it.

When it comes to preparing the launch day itself, when customers will already have the opportunity to purchase your product, you should also follow a few simple rules:

First, make sure you have an affordable, well-designed and user-friendly selling page on which Buyers can register.

Secondly, send a short message to contacts from your list stating that your product has been released and is available for purchase.

If you did everything right during the pre-launch preparation, now you can relax and watch how your sales grow.

Of course, the sale of a product should be limited in time or quantity, since you initially created the impression that it is a shortage. In addition, this will further fuel the interest of potential customers and their excitement that they may miss the chance to purchase your product.

For example, a message stating that soon the price of a product will be increased or customers will lose the opportunity to receive additional services or other bonuses as a present.

You may even have to make the product really scarce and stop selling it after the start-up period for a while.

During the sales of your product, you should also do a newsletter informing you that soon your offer will lose its relevance and the client will not have time to purchase it on the most favorable terms.

Now you have learned all about the steps in the new product launch process. However, there is even more interesting information for you: for example, how to start a launch even without a product!

Using a seed launch, you can create a successful business even before you have a product or a market is ready

The formula described in this book is not only useful for launching your product in the most efficient way.

It can be used both for selling goods and for developing a list of customers, even before you have something to sell!

If You Are Just Starting Your Business, You Can Create a So-called Seed Launch.

The purpose of this approach is to start from scratch and make launch after launch, each of which will be larger than the previous one. As the saying goes: mighty oaks grow from tiny acorns. Take Tara Marino. She wanted to help people live a more fulfilling life, but she did not know exactly how. And, although she had not yet come up with a product, she decided to act. She used the launch formula to appeal to a small number of people, and managed to gain $ 3,000 from the first sales!

Based on reviews and feedback, Marino created her product – teleseminars. Then, after the release of this product, she used feedback to create a more professional, attractive product that would appeal to more people, and earned $ 12,000.

The next launch brought her already $ 90,000. And then $ 190,000.

It is very likely that the potential customer base you’ve collected from your first launch will be tiny and include only those people that you will attract from social networks.

But this is not bad. Small bases tend to be more flexible and productive than larger ones.

The small lists also contain, so to speak, hyperreactive – the most excitable and loyal fans. So even with a tiny list, you can generate a decent number of sales.

Once you start the startup process, it is very important to get as much feedback as possible. Be interested in opinions about your product, send polls – be active.

Use every opportunity to use the desires and needs of your potential customers when finalizing your product – this will help turn your small undertaking into a real business empire.

If you want to increase the potential of your launch, use the mailing lists of your partners

Now you know that you can create a successful launch with only a small base.

But let’s not get carried away. The reality is that increasing the strength of your launch requires expanding your base.

A great way to access large databases is to use databases created by another company. This is called a joint launch (JV launch).

It is likely that you can well combine your base with the base of a partner company. A quick Google search will confirm this.

If your business idea is an online sale of video lessons in golf, then try searching for “how to learn to play golf” in the search engine and see what happens. Register on the sites found, read their contents and see if they are similar to yours.

If so, and the site you have chosen is successful (of course, with a large mailing list), invite them to consider collaborating with you.

Of course, no one will cooperate with you well-intentioned. They need some kind of incentive. Offer them a percentage of each sale received with their assistance.

By this you not only indicate their commercial interest, but also convince them that you are interested in sales growth, and hence profit, both of yours and your partner.

One way to prove this interest is to launch your product on your own base. The success will make partners think that your launch may be useful to them. Thus, you will receive mutually beneficial cooperation.

As soon as they agree to work with you, your landing page will appear in their newsletter.

The Final Words

You can’t just hope that your product will be successful: planning is the key to the success of your business idea. Fortunately, the Product Launch Formula offers you concrete steps to develop your strategy and launch a successful product.

Keep in touch with your customers. A successful launch of your product does not mean that your work is completed. After your client subscribes to the newsletter and even buys your product: do everything to get feedback on it. Keep feedback, do everything to not only justify but also exceed the expectations of your customers. This will significantly increase the likelihood that they will subscribe to the purchase of your next product!

Why You Should Read “Launch”?

  • To create an online business.
  • To create the perfect marketing strategy.
  • To grow your personal brand and business online.

This book is available as:

AudiobookeBook | Print