Product Launch Formula: What it is and how to launch Jeff Walker-style

Jeff Walker was a Motorola product analyst who grew weary of the terms his company offered him. He went home and decided he wanted to be a financial analyst . In this post I tell you about Product Launch Formula: What it is and how to launch Jeff Walker style.

With a $ 400 budget, he sent his first email to a list of 19 people – he and his wife included – with information about the stock market.

Recipients put his advice into practice and achieved some success. This resulted in the subscriber  亚美尼亚电话号码列表 growing and the first product launch arrived, earning $ 1,600.This is the germ of the Product Launch Formula launch structure . He has managed to earn thousands of dollars with this system.

Jeff Walker has had profound and resounding success in the online world developing this new product launch formula in different phases that we will tell you about throughout this article.

What is Jeff Walker’s Product Launch Formula?
Phases and structure of Jeff Walker’s PLF
Pre launch
Post launch
Does the Product Launch Formula really work?
How to launch a Product Launch Formula
What is Jeff Walker’s Product Launch Formula?
Product Launch Formul a, PLF or Launch Formula , in Spanish, is a digital marketing strategy that is applied in the launch of products with the aim of selling.

This technique is widely used for three reasons:

Offer valuable content
Resolves many objections
It has a very marked structure that indicates step by step what to do at all times.
It is one of the most complex sales funnels on a technical level and is based on a series of four videos that aims to expose a new product or customer service.

The entire process must be developed in about 10 days and is designed for medium-high ticket product launches.

For it to work we must have two factors:

➡️Be very clear about the sales pitch and develop it throughout the strategy.

➡️The seller’s charisma and projection capacity towards his community.

Jeff Walker places a lot of emphasis on using mental triggers to get the sale. Some of the ones we can put into practice are:

Authority: it helps us to shorten our decision process, we usually follow leaders who generate authority for us. For example, sharing quality content will trigger this mental trigger.
Reciprocity: during the PLF we give free information to users, so that feeling of reciprocity with people is generated.
Trust: No one is going to buy from you if they don’t trust you, which is why this trigger is so important. The PLF formula is based on trust to achieve sales, users must trust us. Quick, one-time announcements do not give us the confidence that the PLF Formula 警报消息 can give us, as it is a long-term job.
Expectations: generating expectations such as the launch date of your product or service, is something that we carry deep within us since we were children. Shoppers like to have a date on the calendar, something that will generate that much desired buzz.
Sympathy: being kind and building trust in the other through sympathy. Surely you would not buy a course from a person who you dislike or who does not like the way they explain. Is demonstrated. Respond politely to all questions from your audience.
Events: when you turn your marketing into an event, it is ideal because it attracts many users, an event that generates expectation, feeling part of an event makes people a part of it.
Community: creating a community is the basis for your online business to take off, interact with them and answer their questions.
Urgency / Scarcity: we always want more and when there is less, even more so. When we think something is going to end, this mental trigger is activated. For example: limited units. Use it in your PLF strategy.
Social proof: we are sociable and we are continually influenced by what the people around us are doing. This is why testimonials and opinions about your business are so important.
Phases and structure of Jeff Walker’s PLF
This complex sales funnel is divided into three very different phases that we are going to see one by one:

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Pre launch


Post launch

Pre launch
It is time to capture the leads that will later be nurtured and bought from you. This is where we will announce the free training or webinar that we will launch, including the form so that the user can leave their data.

This would be the scheme of this part of the funnel:

Product Launch Formula: What it is and how to launch Jeff Walker-style

Retargeting campaigns reinforce the connection of the seller and the product with the audience.

To capture these leads, we are going to put into practice different strategies to attract them:

Own database : it is part of your community and since it already knows you it will be more receptive to participating in what you propose than an unknown user.
Facebook and Instagram Ads : the advanced segmentations that we have today make it a great opportunity to attract new qualified leads to our community.
Affiliates: they will be ambassadors of your brand in exchange for a commission.
Organic content on social networks and blogs: Although slower than advertising, it is another way to capture qualified leads.
With all of them, we will take the user to a recruitment page where we will announce the webinar , training or masterclasses, that is, the series of four videos that we will talk about later. On this same page of recruitment we must include a registration form so that the users who arrive leave us their email and their name .

Product Launch Formula: What it is and how to launch Jeff Walker-style

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Now we must configure the side sales page , which will be the site where the series of four videos in which the training or webinar is structured is hosted.

These videos will be broadcast to subscribers on specific dates and each one has a different objective and characteristics :

➡️Video 1 : The opportunity. It’s about building trust with the audience. What is the password? This video must have content of very high value, that is practical and that of tangible results. The opportunity to solve a need that will be solved with the launch is exposed before returning to the state of comfort in which the public that now listens to us was settled.

➡️Video 2: The transformation. You must tell what happens when that need is solved. If in the previous video we presented the opportunity to solve the need, now we explain what they will experience when the transformation occurs.

➡️ Video 3: The experience gained. Here you should compare the before and after the transformation from your experience. At this point the seller’s charisma and his ability to connect with the audience plays a big role.

➡️Video 4: Sale. In it we reach the final goal. It begins with a summary of all the above and the launch info-product is presented. It is time to talk about ‘our book’. We can expand on terms, price, content. You should also raise potential objections and resolve them – it should be released three days after the last video.

Let’s see how this audiovisual sequence would be applied to the launch of an image consultant who wants to sell a course to learn to dress well.

Product Launch Formula: What it is and how to launch Jeff Walker-style

The last of these four could be live . In addition, a question and answer session can be offered in the last part to help clear up doubts about the info-product.

We must bear in mind that the user who is captured in the first phase will go through a more or less long process until it reaches the sale, so it is necessary to generate that prior trust in the recipient.

In this phase all the channels are important: a well-kept database, blog and social networks, affiliate network, even campaigns on Facebook and Instagram ads. Everything is part of a strategy that adds up and you never know which channel the sale may come from.

It begins in the last video of the sequence where all the details about the info-product have been given and it has been underlined that the offer is for a limited time .

The ball is in the court of potential clients.

Now users are sufficiently ‘nourished’ to make the purchase and you should have the sales page ready for when they arrive.

The sales page must be optimized to avoid brakes in the purchase: The purchase process must be simple and fast.

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The interface of the sales page should avoid distractions. We can include a countdown timer that reinforces the sense of urgency.

This period must be accompanied by a sequence of emails in which both the scarcity and urgency triggers are applied to incentivize the purchase.

The number of emails that are sent depends on the product in question and the seller. Although in general, the first email is usually longer because it is the one that includes the link to the sales page.

We must know that there is no single type of release. These are the main ones:

➡️Seed release: It is a first release in which you have a global idea, but there are still aspects to be specified. This launch-tester allows you to interact with a small number of clients in order to adapt the info-product to the needs of your ideal client.

➡️Internal launch : They are well-defined product launches to a small database, with which any business usually starts. This launch expands this small database and also has significant sales.

➡️Mass launch: Collaborative relationships are established between players who target the same audience but who have different databases to amplify dissemination.

This would be this part of the PLF schematic:

Product Launch Formula: What it is and how to launch Jeff Walker-style

It is important to tag leads according to their behavior in order to contact them appropriately in each case.

It would be the REGISTRATION stage :

Where to send all the users we have attracted in phase 1? We would send them to the registration landing, to collect the data of the interested users. The copywriting plays a fundamental role in this phase will help everything goes smoothly. If you don’t get the results you are looking for, you will have to review both the copy and the designs to analyze what is wrong.

Post launch
Once the cart is closed, we can continue to act on the community that we have built throughout the process.

In this step we will have to have the leads labeled in two different groups : those who have bought the launch and those who have not.
We will continue to offer buyers valuable content and ask them for feedback on the purchased product. These comments will be our social proof and will be very valuable when it comes to triggering the purchase of future customers.

It is in the group of non-buyers where we must continue trying to achieve conversions.

In the first case, we will continue to give you valuable and free content, in the second case, for non-buyers, they will go to another sales funnel that can be directed to another product of lower value than in the launch. Remember that you must have available the product or service that you are going to offer them.

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