During Jeff Walker’s Launch Masterclass, he shared the ideal structure for creating the critical Cart Close Sequence for every Product Launch Formula launch.

As he says: “The launch isn’t won at the opening. It’s won at the close.”

Here’s a day by day timeline for an optimised 5-day Cart Close sequence:

Day One: The Fast Start

Once you’ve finished delivering your pre-launch content, you want to kick off your cart close sequence strongly. The first cart-open email should offer a clear Fast Action Bonus for everyone who enrols on the first day.

If you’ve done your job correctly, there should be pent up demand for your product, and the Fast Action Bonus will help to push your action takers over the line.

Day Two: Momentum Builders

On Day Two, resist the temptation to over-explain what is coming later in the week. The rule is always: “Every day is the most important day to buy.”

That’s why instead of teasing future bonuses, a great option is to send a five-minute “insider tour” of the course platform. Screen-share a quick run through of the modules showing how simple it is to navigate, and if possible spotlight any comments from the first students who have already joined.

At the end of your video, invite people inside by saying something like, “If you’ve been wondering what it looks like inside, now’s the time to see it for yourself and to join us.”

More enrolments will normally come in, but don’t be discouraged if it’s only a few.

Day Three: The Case Studies

If you testimonials, this is a great place to share them. Even if it’s only from a couple of beta students from a pilot version of your course, or from friends who you helped to get a result.

Just record a couple of quick interviews with them, capture their stories of how your system has saved them time, brought in new clients, or helped them to get the results your new students want to achieve.

Turn those into a “Case Study Email” with the subject line: “See how Sarah landed her first 3 clients in 2 weeks.”

If you have any sort of proof, share it by email or on social media on day 3 and it will drive another wave of sign-ups. Day 3 is also a great time to add in another bonus to sweeten the offer. The bonus should be something that helps people overcome one or more objections that have been stopping them from buying.

Day Four: The FAQ

By Day Four, sometimes you’ll notice people are hesitating. Your inbox might be full of questions that aren’t really about the course, they will be from people giving you objections for why your product may not be right for them.

Your main objections are usually based around what we call T.I.M.E.R.

This stands for Time, Identity, Money, Energy and Reputation

• Do I have enough Time to implement this?
• Does my Identity allow me to put my heart and soul into this? 
• Will I get a return on the Money I invest in this, and does it have a refund if I need it?
• What if I burn through a lot of Energy and then find this doesn’t work for me?
• How will doing this enhance or hinder my Reputation with my family, friends and peers?

You can use a FAQ email, a video or a Livestream to answer all of the T.I.M.E.R. objections and show people how they are not buying a product, they are buying a better version of themselves.

You can close your email or wrap up the video or livestream with a reminder: “Enrolment closes tomorrow. This is your window if you want to get [the transformation your program delivers].”

Offering another bonus here usually helps too. Done right, your sales dashboard will light up again.

Day Five: The Final Push

This was it, the big day. Jeff recommends you send four messages.

• Morning: A straightforward email: “We close tonight at 10 PM. If you’ve been on the fence, now is the time.”
• Afternoon: A personal story video. In Jeff’s Launch Masterclass he shared what he calls his “Running Tree” moment. He explained how he never wants to run, but he has a rule: when he reaches a certain tree on his jogging path, he has to start running. That little ritual makes his workout inevitable. You could say something like, “Joining this program is like reaching your Running Tree. It’s the small step that makes your transformation inevitable.”
• Evening: Another short email: “Just a few hours left, don’t miss this.”
• Final Countdown: Ninety minutes before the cart closes, Jeff sends a last courtesy reminder. Subject Line: FINAL NOTICE. With the message along the lines of, “You might have meant to register earlier and forgotten, but this is your final chance to get [the transformation your program delivers].”

A lot of people get nervous about sending four emails in one day, but remember:

If your product truly does help people make the transformation you are promising, you have a sacred mission to them to do everything you can to help them jump in and join you. 

The Results

As the clock ticks down, you’ll notice sales usually pouring in. By the time the cart closes, you will typically have doubled your revenue from the first four days. That’s NOT a guarantee, but this is what Jeff has noticed when your Cart Close sequence is done correctly.

What makes the difference isn’t magic. It is clear messaging, storytelling, answering objections, and steady reminders that help people across the finish line.

The Lesson

Cart closing isn’t about pushing harder, it’s about helping people make a decision they already want to make. If they’re still watching, still opening emails, still following along on Day Five, they want in.

Your job is to guide them over the line. To make acting inevitable. To be their “Running Tree.”

And when you do? That’s when the biggest results happen, often doubling your launch sales on the final day…

If you can see the power of a properly structured product launch, and you’re ready to join me in the 2025 version of Product Launch Formula while it’s open, you can become a PLF member here.

Warm regards,

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.