Category Archives: Internal Launch

How to Run a Joint Venture (JV) Launch Step by Step

In the Launch Masterclass Lesson 2, in addition to the Seed Launch and Internal Launch, Jeff Walker also discusses how to move to a Joint Venture (JV) Launch when we are ready.

Looking for a $2k to $5k cash pop as a Product Launch Formula Bonus? Visit this page to see how you can get it.

If the Seed Launch is about validating your idea, and the Internal Launch is about proving it to your list, then the Joint Venture Launch is where you step into exponential growth.

This is the launch format that can take you from modest five-figure launches into six, seven, or even multi-seven figures.

Here’s how to do it step by step.

Step 1: Leverage What You’ve Already Built

The good news: a JV Launch isn’t a brand-new format. It uses the same Sideways Sales Letter as your Internal Launch, delivered through three pieces of Pre-Launch Content (PLC). In fact, you can reuse and slightly refine the PLCs you already created.

What changes is scale. Instead of just sending PLCs to your list, you now have partners mailing their audiences and sending those people to your opt-in page. This instantly multiplies your reach.

Step 2: Recruit JV Partners

A JV Launch only works if you have partners willing to promote you. Look for:

  • Businesses or influencers who serve the same audience with complementary products.
  • Entrepreneurs with sizable email lists or strong social media platforms.
  • People who trust you and your offer, or who have seen your Internal Launch succeed.

Your pitch is simple: “When your subscribers buy through your link, you earn a commission.” For digital programs, 40–50% is standard.

Step 3: Build a Launch List

When partners mail their lists, they don’t send people directly to your sales page. They send them to your opt-in page for the pre-launch. This grows what we call your Launch List.

In some cases, a JV Launch can add tens of thousands of subscribers in just days. Not every launch will see numbers like that, but even a few thousand new leads can change the trajectory of your business.

Once people join your Launch List, they enter your sideways sales letter sequence, which is the exact same funnel you used in your Internal Launch, now multiplied by partner traffic.

Step 4: Deliver Pre-Launch Content

Each PLC serves the same purpose as before:

  • PLC 1 (Opportunity): Show what’s possible. Paint the vision of transformation.
  • PLC 2 (Transformation): Teach and bridge the gap from “where they are” to “where they want to be.”
  • PLC 3 (Ownership): Overcome objections and shift the focus toward your offer.

The difference is that this time, thousands (or tens of thousands) of fresh prospects are seeing your message, thanks to your partners.

Step 5: Open the Cart

When you announce your offer, you’re now opening to an audience far bigger than your own list. Partners mail again, pointing their subscribers to your sales page. Because your PLCs have already delivered value and built trust, conversions rise.

The psychology is the same as with an Internal Launch: urgency, scarcity, clear deadlines. But the scale changes everything. Many entrepreneurs find their first JV Launch brings in five times the sales of their Internal Launch.

Step 6: Pay Commissions and Nurture Relationships

Your shopping cart software will track affiliate referrals and commissions automatically. Once the launch closes, pay your partners promptly and thank them. Share results (opt-ins, conversions, EPCs) so they know you’re a valuable ally. This strengthens the relationship for future launches.

Step 7: Prepare for the Next Launch Cycle

A JV Launch doesn’t just generate sales. It also gives you:

  • A much larger email list.
  • More testimonials and case studies.
  • Higher visibility in your market.
  • Stronger credibility from association with partners.

And it sets you up perfectly for the next step: Launch Stacking.

Bonus Chapter: Launch Stacking

One of the most powerful strategies in Product Launch Formula is Launch Stacking. This is the art of building momentum by running launches in sequence, each one compounding on the last.

Here’s how the process works:

  1. Seed Launch
    Start from scratch. Sell your idea live to a handful of people, create the product as you deliver it, and build your first small list.
  2. Internal Launch
    Take that product and launch it to your own list and following. Now you have a polished sideways sales letter, early testimonials, and the first layer of word-of-mouth buzz.
  3. Joint Venture Launch
    Leverage your proven funnel and results to attract JV partners. They promote your PLCs to their lists, driving massive growth to your Launch List and multiplying your sales.

Each step feeds the next. Your list grows, your results compound, and your reputation expands. That’s why Jeff Walker calls it the “circle of awesome.” Each launch brings new buyers, new testimonials, and more opportunities for future products.

The beauty of Launch Stacking is that you don’t have to swing for the fences with your first launch. You grow naturally, stacking momentum. Before long, you’ve gone from six buyers in a Seed Launch to thousands of sales and a thriving business.

It’s not about luck or going viral. It’s about following a proven process and letting compounding do its work.

👉 Ready to scale? If your Seed and Internal Launches have proven your offer, the JV Launch (powered by Launch Stacking) is your path to exponential growth.

For a full explanation of how Jeff outlines all of these launches in more detail, check out Lesson 2 is his Launch Masterclass while it’s available for a few more days.

I’d love to hear how you would like to use any of these Product Launches after watching this training.

Rocky Tapscott
Product Launch Strategy

Disclosure: At the end of the Product Launch Masterclass, Jeff is going to invite you to join PLF as a paid member. If you purchase through a link on my website (and if you do, you’ll be entitled to these bonuses), I may receive a commission from Jeff as one of his affiliate partners. I only recommend products or services I use and believe in, and PLF is one of the best.

How to Run an Internal Launch (Step by Step)

In addition to teaching how to run a Seed Launch, Lesson 2 of Jeff Walker’s launch Masterclass also shares the process for running an Internal launch which is where we start to ramp up our sales.

Looking for a $2k to $5k cash pop as a Product Launch Formula Bonus? Visit this page to see how you can get it.

Here’s my personal notes on what he covered in the training:

Once you’ve validated your product with a Seed Launch, the next step is to scale your results. That’s where the Internal Launch comes in. This is the classic Product Launch Formula style rollout, built around your own audience (email list, social followers, or past clients).

If you already have an existing business and list, you can skip the Seed Launch phase and start here.

Here’s how to do it, step by step.

Step 1: Choose Your Internal Launch Offer

Decide exactly what you’re launching:

  • The product or program, usually your product from the Seed Launch
  • Delivery format (self-study, live cohort, or hybrid)
  • Price point, deliverables and bonuses
  • Clear start and end dates

Don’t overcomplicate this. Clarity about the outcome and the transformation your product delivers is what matters most.

Step 2: Plan Your Pre-Launch Content

The Internal Launch is powered by a Sideways Sales Letter, spread across three pieces of content. These can be videos, livestreams, emails, or even blog posts. The key is sequencing: each piece builds desire while teaching and adding value.

It’s important to pause here and reiterate our core philosophy:

People don’t buy products. They buy better version of themselves.

We need to remember this at every stage of creating our product and our offer so we don’t get bogged down by describing the deliverables. People do NOT buy deliverables. They buy transformations.

Our focus must be on how our customers are going to become better versions of themselves because they purchased and used our product.

With that framework in mind, here’s how your Pre Launch Content should be structured:

  1. PLC #1: The Opportunity
    Show the big vision, show how your prospects’ life will be better after achieving the result your product promises. Share your story or a client story that paints the picture.
  2. PLC #2: The Transformation
    Bridge the gap between “where they are now” and “where they want to be.” Offer teaching points or a framework that makes success feel possible.
  3. PLC #3: Ownership and Objections
    Start pivoting towards how your product will be the conduit to their new, better selves. Help them imagine themselves using it, share proof, and answer early objections. This is where urgency starts to build.

Pro tip: AI tools like ChatGPT can help you brainstorm scripts or outlines for each piece. Don’t rely on it word-for-word. Use it as a head start, then personalise.

Step 3: Deliver and Promote Your PLCs

Each time you release a PLC, let your audience know.

  • Send an email linking to the content.
  • Post on social with a teaser.
  • Keep it simple. Fancy production is optional but in some hobby markets can detract from the personal experience. Even a phone video balanced on a stack of books can work.

Consistency is what matters most: one piece flows into the next, naturally leading into your offer.

Step 4: Open the Cart

Once your audience has consumed your pre-launch content, it’s time to officially open for sales. Send an announcement email and post across your channels. Make the offer clear:

  • The transformation you know your audience wants
  • Price and bonuses (again, the bonuses must help in the transformation)
  • Start date
  • Guarantee (if you’re offering one)

This is the moment where curiosity turns into commitment.

Step 5: Create a Hard Deadline

One of the biggest mistakes people make is leaving a launch open-ended. Don’t do that. A definitive cart close is what drives sales. Most launches see a spike of orders on the final day, often in the last few hours. Use this psychological trigger to your advantage.

Consider adding smaller deadlines along the way, like “early bird bonuses” that expire after 24–48 hours.

Step 6: Wrap Up and Transition

When the cart closes, honor it. Congratulate new buyers, thank your audience, and let non-buyers know how they can stay engaged (e.g., join a waitlist or continue following your content). Closing cleanly builds trust and sets the stage for your next launch.

Why the Internal Launch Works

  • You’re selling to an audience that already knows, likes, and trusts you.
  • The sideways sales letter educates while creating desire.
  • A hard deadline motivates action.

Whether you’re stepping up from a Seed Launch or starting fresh with an existing list, this model is like money in the bank. It transforms attention into sales with a simple, structured process.

Quick Recap Timeline

  • Day 1: Release PLC #1 (Opportunity)
  • Day 3: Release PLC #2 (Transformation)
  • Day 5: Release PLC #3 (Ownership/Objections)
  • Day 6: Cart Open
  • Day 7–9: Mid-cart engagement (Q&A, emails, social posts)
  • Day 10: Cart Close

If you’ve got an audience (large or small) you can run an Internal Launch. Start simple, focus on value, and remember: the finish line is what drives the biggest results.

I’d love to hear how you might use an Internal Launch after watching Lesson 2 in the Launch Masterclass training.

Rocky Tapscott
Product Launch Strategy

Disclosure: At the end of the Product Launch Masterclass, Jeff is going to invite you to join PLF as a paid member. If you purchase through a link on my website (and if you do, you’ll be entitled to these bonuses), I may receive a commission from Jeff as one of his affiliate partners. I only recommend products or services I use and believe in, and PLF is one of the best.