Tag 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:

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.
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.
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:

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

Jeff Walker’s Launch Masterclass Video 2 Is Live

Thousands of folks have checked out the first Launch Masterclass video here, and Jeff has let us know say that the engagement has been through the roof.

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

He and the PLF team are seeing the same thing they saw last year: these super tight, Shorts-style videos are getting people to watch right until the very end.

This is great news for YOUR next launch because it proves the short video format is what your people are going to WANT instead of long form content or the long-arsed videos we used to use.

Lesson 2 is here and it’s another tightly packed on-demand video.

It’s about the three main types of launches:

- The Seed Launch
- The Internal Launch
- And the JV Launch

…and shows you which is right for you right now and what your next step is.

People love the Seed Launch because it’s perfect for you if you are brand new and don’t have an audience or an offer yet, and are wondering where to start.

But the Seed Launch isn’t just for those who are new to this…

It’s the fastest and easiest way to verify there is market demand for your offer (after all, everyone’s got an opinion until you as for a credit card) and get paid before you even create it.

For you seasoned girls and guys looking to quickly and profitably launch new offers, the Seed Launch is the way to go.

Like Lesson 1, if you watch until the end of the video, you will be able to download a special “expansion pack”, featuring fill-in-the-blank worksheets, some of Jeff’s best AI prompts, and case study walkthroughs for each type of launch, so you can see how it all works.

So check out the entire video here and then grab all the extra goodies (the link to download the Expansion Pack pops up at the end of the video).

I’d love to hear how you might use a Seed Launch after watching this training.

Rocky Tapscott
Product Launch Strategy

Check Out Lesson 2 In Jeff Walkers Product Launch Masterclass

Lesson 2 of Jeff Walker’s Product Launch Masterclass was epic. This one’s all about Your Launch Path and covers the three primary types of launches – the Seed Launch, the Internal Launch, and the Joint Venture (or JV) Launch – and how to know which one you should use in your specific situation.

Here’s the link to the broadcast:

CLICK HERE for the Concierge page

Plus, Jeff covered Launch Stacking and the “Circle of Awesome”.

There’s a ton of goodies for you to check out on that Concierge page. That’s where you can grab the PDF downloads that go with each lesson… plus, he’s just added a bunch of Case Studies, including:

Anne, who started her business at an age most people are retiring – and raked in six figures in her first year

Elliott, who’s been bringing in more per month than many people’s annual salary… and he only started in March

So go check out lesson 1 and lesson 2… you’ll find all the goodies on the Concierge page:

CLICK HERE for the Concierge page

Definitely bookmark that page, if you haven’t already. It has the schedule for the live Masterclass lessons, plus all the links you need, and I’m going to keep adding goodies there.

I’d love to hear what you think of the Masterclass.

Warm regards,

Rocky

Here’s The REAL Power Behind A Product Launch Formula Style ‘JV Launch’

There are a LOT of benefits in following the Product Launch Formula to run a big JV Launch.

First up, as long as you’ve tested your pre-launch content, your offer and the rest of your sales process (usually best done using a Seed Launch or an Internal Launch), you can make a hell of a LOT of money because you are leveraging the lists of a lot of other people who are all sending you their prospects and customers.

Then there are the great relationships you’ll build with other people in your market who supported you during the launch. Any way you look at it, helping people to make more money and grow their influence is always going to have a positive effect on your business too.

But there’s a third big benefit that most people don’t realise is the most powerful one of all.

It’s the big list you get to build during your JV Launch that creates much more value than the actual sales you make at the time.

Here’s why:

Let’s say your business is in the golf market, and your Launch is for a coaching program that helps amateur golfers take strokes off their game while improving their mental toughness.

If you play your cards right, you’ll have a bunch of JV partners driving traffic to your website, and all of those people will be added to YOUR email list.

When your launch is over, YOU get use that new, bigger list as a distribution channel to sell all kinds of other products and services and you get to keep ALL OF THE PROFIT on those sales.

That’s because once somebody has shown their interest by making a golf related purchase, they are far more likely to buy other products and services in that category than somebody who has never purchased a golf product.

And you use joint ventures with other vendors to get access to all of these other products.

Just think of the possibilities when combined with a Product Launch Formula inspired launch…

You could offer:

Additional training programs that add to and complement your own.
A set of new golf clubs and all kinds of accessories to help improve their game.
New golf shirts just like the pros wear on the PGA tour.
New covers for your woods and maybe even their irons.
Private or group lessons from a club or touring professional to improve their game even more.
You could team up with a travel agent and offer golfing tours and holidays so they can play at the best courses around the country or the world.
And of course there are all kinds of other products and services you could offer as well…

And you can earn a great commission or referral fee on every one of these additional sales you make, for as long as people stay subscribed to your email list.

That’s why the list you build during a JV launch is such a valuable asset, in addition to the immediate income you generate.

Here’s proof that this list building technique works

You’ll see a screen shot of the JV leaderboard in the lead generation contest for Jeff Walker’s Product Launch Formula launch. The people with red arrows next to their name have ALL recently completed launches of their own…

A Step By Step Strategy For Creating Your Own Product Launch

In this video I recorded for a client a couple of years ago, you’ll see how to how to strategise a profitable product launch for a mid priced product, while setting the scene to launch a high ticket product shortly thereafter.

As you can see, there are quite a few moving parts and lots of work to do, but the difference between using a product launch like this and running a normal promotion are like night and day.

You can register here to learn more about creating a profitable product launch for your business.

Talk soon,

Rocky

PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.

Your Product Launch Formula All-Access Pass

Jeff Walker is getting ready to close down registrations for his Product Launch Formula launch in a couple of days.

Before he does, you have a final chance to watch all of his pre-launch videos again (or for the first time if you missed them) here.

There all on one page, and you don’t need to opt in to watch them.

Once the launch is over, the videos will be coming down, so if you want to watch how the inventor of the online product launch launches how own product, check them out again while you still can.

Personally I always use Screenflow to record everything Jeff does so I can go through the videos again later and model them myself (but I’m a bit anal about this stuff LOL)

But you could at least make some notes and take some screen shots of the process for yourself if you want to use this launch process for your own business.

You can check out Jeff’s pre-launch videos for the last time here.

Chat soon,

Rocky

Put Your Business Growth On Autopilot With An Evergreen Launch

One of the beautiful things about the Product Launch Formula process is that once you’ve done your Seed Launch, your Internal Launch and your big JV launch (or even any of them), and you’ve perfected the process of turning cold visitors into customers, you can put your business growth on autopilot by creating an Evergreen Launch.

An Evergreen Launch is a great way to generate a large, ongoing profit stream from assets you only had to create one time. All that’s required is a constant stream of traffic into the front of your launch funnel, and sales will continue to come out of the back end.

Here’s the details of running your Evergreen Launch…

So as I mentioned, an Evergreen product launch is how you take a one-time product launch and turn it into an ongoing, recurring process. As people subscribe to your email list, they will go into a product launch shortly afterwards and be introduced (some might say indoctrinated into) your world. Even a very simple launch sequence will vastly outperform any type of what Jeff Walker calls “hope marketing”.

The basic steps are: run a product launch using the format Jeff teaches in Product Launch Formula, and then leave the product or service on the market so it’s available any time. Another way you can do it is to do a launch, take the product off the market for a period of time, and then relaunch it every so often.

An important thing to note is that there’s no one right way for everyone to use this. You can have multiple products and be using multiple different strategies. You don’t have to get everything perfectly right for this to work.

With an Evergreen Launch, new subscribers will start going through your product launch content maybe just 3 days after joining your list. So within 10-15 days, you are going to find out whether it converts or not, and you can make adjustments accordingly.

One thing to remember is that if you’re trying to do an Evergreen Launch with JV partners, it can be tough to motivate your partners to continue promoting. Their mailing calendars are typically full with JV Launches, so the chances of them wanting to promote for you on an ongoing basis are lower.

One way this can work is if you can get JV partners to add your launch sequence to their automated email followup sequences. That way your traffic AND sales from them will be evergreen, as long as your sequence keeps converting for them.

You can learn more about setting up an Evergreen Launch in Jeff Walker’s Product Launch Formula.

Talk soon,

Rocky Tapscott

The Fastest Way To Build A List Of Targeted Prospects Without Paying For Traffic Up Front

As Frank Kern says on his website’s home page (screen shot below), “The Most Dependable And Consistent Way To Generate Wealth Is To Turn Advertising Into Profit.”

Frank Kern Home Page

This is so true, and if you can develop an offer that allows you to generate a large number of leads while breaking even or make a small profit on the front-end, you have the opportunity to create an extremely profitable business by monetising the back-end.

For many small businesses, the problem is coming up with an advertising campaign that can do that after factoring in all of your customer acquisition costs.

One proven way (although obviously it’s not suited to every business) is to do a product launch.

Here’s why…

1. When you launch a new product or service using techniques such as email sequences and video, you create an enormous amount of buzz, authority, and social proof for you and your business.

And by turning the release of your product or service into an Event like this, you are also benefiting from a range of powerful mental triggers including:

Reciprocity
Anticipation
Proof
Community
Interaction and conversation
Scarcity

2. By recruiting JV partners and affiliates to send you traffic, you only pay a commission for sales after your affiliates have made them. You usually don’t pay for all the leads you generate (more on this below).

Of course you’ll have to do some preliminary testing to make sure your launch is going to convert for your affiliates. This is where a Seed Launch and an Internal Launch will set the scene for a profitable JV or partner launch.

A Seed Launch only requires a very small email database to succeed, and allows you to get paid to create an information product that contains the exact training and insights the people in your market want to buy (because they helped you to create it).

And an Internal Launch lets you create your pre-launch content, develop a killer offer, and test your systems in a low risk environment (your prospects and customers will be more forgiving of minor mistakes you might make).

Once you’ve developed your product and tested your systems using your existing email database of prospects and customers,, you can confidently roll out your JV launch with selected partners.

3. A product launch allows you to do a massive list-build of targeted prospects who can buy from you again in the future.

Your JV partners all mail their email lists and send their subscribers to your optin page so you can send your pre-launch content to their people.

You get to keep this list of prospects after the launch is over, and that means you can go from a few hundred or a few thousand people on your personal list, to potentially tens or hundreds of thousands of people in a very short period of time.

Here’s an example from a recent launch of how Peter Diamandis generated over $430,000 in sales, 46,000 new leads, and 18,350 books sold (here’s a link to the article).

Product Launch Sales Funnel

Want some proof that this list building technique works?

In Jeff’s recent PLF launch, the JV leaderboard for the lead generation contest was dominated by people who had ALL recently completed launches of their own…

In fact SIX of the top 11 people on Jeff’s JV Leaderboard had recently launched their own products, and are now using the lists they built during those launches to participate in and dominate a completely different launch for somebody else’s product.

How cool is that?

Can you imagine doing this for yourself?

If you’d like to learn more about doing a launch for your product or service that sells a bunch of stuff while building a list of targeted prospects you can sell to later, you can do that here.

If you have any questions, let me know in the comments below.

Cheers,

Rocky Tapscott

PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.

The JV Launch – Leverage Your Work With The Biggest Product Launch Of All

The Joint Venture (or JV) Launch is the pinnacle of applying Jeff Walker’s Product Launch Formula because it allows you to leverage all of the work you’ve done on your Seed launch and your Internal launch, and multiply your results using partners who are paid for results.

The JV Launch lets you tap into the audiences of your partners to generate a huge windfall of sales, and grow your list exponentially in the process. That’s because you could be putting your launch content in front of thousands or tens of thousands potential customers.

Yes you pay an affiliate commissions to your partners, but the great thing is you only pay them AFTER they’ve made sales for you, AND you get to keep every subscriber, even those who didn’t purchase this time.

Then you can promote other products and services to your new subscribers, so you can make a fortune on the backend.

If you’d like to learn more about using the PLF process to run a super profitable JV launch, watch these videos.

Warm regards,

Rocky Tapscott

PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.

Launch Stacking The Product Launch Formula Way

Once you’ve used a Seed Launch to create your product, and you’ve run your Internal Launch and your JV Launch, you will have seen the power of the Product Launch Formula process for yourself.

As Jeff Walker says, you’ll never just do one launch.

In fact, once you see how well a launch generates sales while building your email list, it can become addictive (in a good way 🙂

So that’s where Launch Stacking comes in.

If you’d like to learn more about using the PLF process to run one super profitable Product Launch after another, make sure you watch these videos.

And if you have any questions, or if you’d like to talk with me about any facet of launching (or re-launching) your own products or services using the Product Launch Formula process, feel free to get in touch by emailing me at rttgemails [at] gmail.com

PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.

How To Use An Internal Product Launch Step By Step

An Internal Product Launch is great if you have an existing business and you would like a quick injection of cash while growing your relationship with your prospects ad customers.

It’s the logical next step after you’ve finished your Seed Launch and your product is ready to be promoted to a wider audience.

Or you can learn more about creating a Seed Launch here.

You can use an Internal Product Launch to:

Launch a new product or service to your existing database
Re-launch an existing product or business to generate a windfall of new sales
Launch a new business or line extension quickly instead of taking the slow, painful and expensive path of trying to grow

The Internal Product Launch Quick Steps

Step 1: Create and publish your Sideways Sales Letter

Create a series of Prelaunch Content (PLC) that provides value:

PLC1 – Shows the Opportunity

PLC2 – Paints the Transformation

PLC3 – Gives the Ownership Experience

Most PLC is created with video, but you don’t have to do video. You could use email or blog posts or other types of content.

Step 2: Email your list sending them to your Prelaunch Content

Use a sequence of email messages to share your valuable Pre Launch Content with your subscribers (as discussed in the Product Launch Blueprint).

Also post about your PLC to your social media channels so you get the maximum exposure.

Step 3: Release your Sales Video and start taking orders

This is the fun part. Create a sales video that shares the details of your program and makes what Jeff Walker calls a ‘Crushing Offer’.

A Crushing Offer is one where it’s easier for people to say YES to what you are selling than no.

Some components of a Crushing Offer might include:

Immediate access to the entire training program which includes video, audio and PDF transcripts
Checklists, Cheat Sheets, Calculators, Mind Maps and other tools to help students get the most value from the training
One on one calls with you or somebody on your team (this might be in the platinum package only)
A Private Mastermind group (on LinkedIn, Facebook or inside a community such as New Kajabi)
Regular live calls with you or a team member to have additional training and student’s questions answered
A rock-solid guarantee that removes the risk from the student and puts it all on you to deliver the results you’ve promised

There are plenty of other options for making your offer irresistible. If you’d like my advice on coming up with a Crushing, irresistible offer for your product or service, feel free to get in touch.

And if you’d like to get all the details on how to run a profitable Internal Launch, you should check out this video training.

Warm regards

Rocky

PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:

Also, check this out 🙂

Jeff Walker’s free Product Launch Formula training.