My First Product Launch Formula Launch

Product Launch Formula Review

Here’s What Your New product Launch Looks Like

In this Product Launch Formula Strategy post, you’ll get an inside look at the very first product launch I ever did when I purchased Product Launch Formula way back in around 2007.

Back then, I had a small coaching business helping people get started on their first or second websites, and the coaching course was priced at $147.

SIDEBAR – Looking back it was way too cheap, because I was giving every student personal hand holding for as long as they needed it in addition to 12 months worth of written and video lessons on how to build a profitable online business.

For some students, that personal hand holding lasted for over a year…

But at the time, I was happy to help, so it didn’t seem like a big problem and I was happy to help. – END SIDEBAR

The Product Launch Details

I went through Jeff’s Product Launch Formula training (it was all on DVD’s and printed manuals back then; all came shipped to your house) and decided I’d do a special offer for my coaching program because sales had been pretty slow.

For the promotion, I ended up offering less personal hand holding (due to the time constraints) and more course materials and hands-off training, and cut the price 50% to $77.

After I sent my readers a quick survey (using SurveyMonkey) asking them how I could improve the training I had already been giving them, I sent my ‘Shot across the bow” email on a Monday, letting them know there was something cool coming – something that was going to help them with the problems they’d raised in the survey, and hinting that they’d be getting a great deal on a limited product release.

Three days later, I sent my first piece of pre-launch content (a PDF Report) and they LOVED IT.

People were emailing me back and asking for more info, and there was A LOT of buzz building in anticipation of the second piece of pre-launch content I’d told them about, which was a video that took people on a deep-dive further into the stuff covered in the PDF.

Three days later, I sent the video to my readers and they totally loved it. More emails came in thanking me for it, and wondering what was coming next.

I didn’t use a third piece of pre-launch content like Jeff recommends at the time, because I didn’t really have anything prepared and from the response I was getting, it didn’t look like I needed it anyway.

So a couple of days after the video, I sent the ‘We’re Open” message and let people start buying the course.

The first day it started off a bit slower than I had hoped, but sales came in steadily for the first two days and I made over $1,000, which at the time was my biggest day ever since I started working online.

The Walker W And Stacking The Cool In Your Product Launch

On day 3, I added another bonus to see if that helped to increase sales. Jeff calls this the ‘Walker W’, and Frank Kern calls it ‘Stacking the cool’, and it’s responsible for an additional burst of sales once the initial pent-up demand starts to die down and sales did pick up again.

As we started to come to the end of the launch, I introduce some scarcity – only 2 days to go,, only 1 day to go – that type of thing, and sales again picked up as people realized they might miss out on the 50% off deal and extra bonuses.

With 24 hours to go, I sent the FINAL NOTICE message Jeff gives you in the PLF training, and got a big burst of sales again.

During that last day, I followed the Product Launch Formula training and sent a ’12 hours to go’ and a ‘4 hours to go’ notification message, and sales continued right into the close when I took the page down.

Since I had people emailing me telling me they’d missed out and could they PLEASE open up again so they could get in, I had a 2 day re-opening which let more people into the program who had been too slow the last time.

Jeff often does this as a way of giving people one last chance to join a program that’s going to be closed for a while (like Product launch Formula usually is – it’s only opened up once each year).

The Big Product Launch Secret Many People Miss

The bottom like is I ended up making just over $5,500 in around 10 days, simply by creating a great offer and sending about a dozen email messages. There ware a bunch of things I could have done better, but the main thing was I took imperfect action.

The beauty of the PLF process is that it doesn’t matter if you miss a few things, the momentum you build up still carries you through to the end.

It’s very cool.

So if you’d like to learn more about using Product Launch Formula to make a bunch of extra sales for your product or service, check out PLF here.

Talk soon,


PLUS: When you’re ready, here are 4 ways I can help you to grow your business using product launches:

1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. My 1-2-3 List Building Cheat Sheet will show you how to build a responsive list of prospects who are ready to buy from you during your launch. Click Here

2. How To Create A Signature Product Out Of Thin Air In 72 Hours Or Less
Creating your product does not need to take weeks or months. My 72 Hour Product Creation Guide shows you how to build high value products one after the other in 72 hours or less. Click Here

3. How To Outsource Your Product Creation And Make It Hands Free.
Outsourcing the creation of some or all of your products and bonuses is a great way to save your time for the more important (and more fun) things you’d rather be doing. Grab my Hands Free Outsourcing Cheat Sheet to learn more. Click Here

4. Work One-On-One With Me
If you’d like to work directly with me to run a launch for your business… just send me a message by emailing me at rocky [at] and put “One-on-One” in the subject line… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details!

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.