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.
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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:
- 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. - 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. - 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.