Tag Archives: launch masterclass

Jeff Walker’s Product Launch Masterclass Is Starting Soon

Jeff Walker is now kicking off his FREE deep dive launch training called the Product Launch Masterclass.every week on Sunday!

He used to only run the Masterclass once each year, but now he’s starting it fresh every week so more people can have access to the training, and start using his launch strategies to sell more of their products and services.

Here’s the problem a lot of people face…

Every day, entrepreneurs take product launch advice from people who’ve never actually run a big launch, or even a single successful one.

And Jeff gets it. 20 years ago, he was just trying to find his way, too. He was a desperate stay-at-home dad with only 17 people on an email list, and it was hard to know who to listen to.

His first launch brought in just $1,650.

Not a crazy amount of money, but it was life-changing for Jeff. It was PROOF that he was onto something. And it was the seed that turned into Product Launch Formula®.

A system that he’s used to build a $100 million business.

And a system that’s helped his students generate over $1 BILLION in sales over the last 20 years.

And now, we have the chance to see it in action again.

This is where he pulls back the curtain on the entire Product Launch Formula system, which has built countless 6, 7, and even 8-figure businesses. So don’t miss out!

👉 Click here to save your seat.

See you there,

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, 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 Structure Your Product Launch Cart Close Sequence

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.

Apply Launch Masterclass Strategies To Your Product Launch

Running a Product Launch can feel overwhelming. There are so many moving parts: content, timing, technology, audience engagement, sales messaging, that it’s easy to get lost in the weeds.

That’s why Jeff Walker’s Launch Masterclass has become such a powerful annual event. Jeff and his team don’t just teach launches, they demonstrate how to run one at the highest level.

The good news? You don’t have to be Jeff Walker or have a million-person audience to apply the same principles. Whether you’re launching your first coaching program, online course, or physical product, here’s how you can take the core lessons from the Masterclass and use them in your own business.

1. Lead With Value Before You Sell

One of Jeff’s central philosophies is simple but powerful: deliver massive value before you ever make an offer.

The Masterclass is free. Attendees receive training that could stand alone as a paid course. Why? Because when people experience your best work upfront, they naturally think: “If this is what they give away for free, their paid stuff must be even better.”

How to Apply It:

Before your launch, plan 2–3 pieces of free, high-value training.
Each piece should help your audience make progress or have a breakthrough.
Don’t hold back. The more useful and actionable it is, the more trust you build.

Think of it as creating momentum. You’re helping your audience win before they pay you, which makes the buying decision feel obvious.

2. Use a Hybrid Content Model

The Masterclass has evolved through many formats, from ugly screen recordings, to slick studio videos, live streams, and now a hybrid approach combining short, polished video lessons with live Q&A sessions.

The lesson? People learn and engage differently. Some love the convenience of on-demand video, while others thrive in a live, interactive environment. By combining both, Jeff’s team maximises impact.

How to Apply It:

Pre-record short videos (10–15 minutes) that deliver the core strategies. Keep them tight, focused, and easy to consume.
Host live sessions where people can ask questions, get coaching, and see your energy. Position these like “office hours” calls, casual but high-impact.
Add support materials like PDFs, worksheets, or checklists so participants can implement faster.

This balance gives people flexibility while still creating opportunities for connection and excitement.

3. Keep It Simple and Consumable

Jeff emphasises the editing process. With decades of launch experience, he and his team could easily teach for 24 hours. But they deliberately cut down to only what is essential.

Why? Because overwhelmed people don’t take action. And a launch is only successful if your audience feels confident enough to buy and implement.

How to Apply It:

Resist the urge to “teach everything.” Instead, identify the minimum viable lessons people need to understand your method.
Break your pre-launch content into digestible parts. For example:
- Lesson 1: Big-picture strategy
- Lesson 2: Types of launches (and choosing yours)
- Lesson 3: How to make the offer and ask for the sale
Edit ruthlessly. Ask yourself: “Does this move them closer to a buying decision?” If not, cut it.

4. Make Your Launch an Experience

The Masterclass isn’t just a series of videos. It’s an event. From fun surprises like the famous “squirrel cam” to live coaching, Jeff’s team creates an environment that feels alive, engaging, and community-driven.

This builds anticipation, keeps people coming back, and makes the launch memorable.

How to Apply It:

Think beyond information. How can you add fun or human touches?
Share behind-the-scenes moments, stories, or even spontaneous events.
Add an element of surprise (bonus gifts, unexpected Q&A guests, fun themes).

People don’t just buy products, they buy into experiences and stories that help them to become better version of themselves.

5. Teach by Example

One of the most meta lessons from the Masterclass is this: Jeff launches by launching.

He’s teaching how to run a product launch while actually running a product launch. Participants not only hear the strategies but watch them being modeled in real time. This transparency creates trust and reinforces the principles.

How to Apply It:

Be open with your audience: “This training is part of my launch. Watch what I’m doing as much as what I’m teaching.”
Point out key launch elements as they unfold: the emails, the live sessions, the timing of your offer.
Frame your launch as a learning lab. People love feeling like insiders.

6. Match the Right Media to the Right Message

Jeff’s team carefully chooses which lessons are best for video, which are best live, and where coaching is essential. For example:

Strategy overview? Short pre-recorded video works best.
Choosing the right launch model? Tight, step-by-step content.
Making the sale? Live coaching is critical because people need encouragement and nuance.

How to Apply It:

Map your pre-launch content to the most effective delivery format.
Ask: “Where does live energy matter most? Where do people just need clarity and brevity?”
Build your schedule accordingly.

7. Balance Professionalism With Authenticity

The Launch Masterclass is polished, but it’s not sterile. Jeff’s willingness to acknowledge real-time distractions (like squirrels or kittens on camera) shows authenticity. Instead of breaking the flow, these moments create connection.

How to Apply It:

Don’t stress over perfection.
If something unexpected happens during a live session, embrace it.
Share small personal stories or quirks, they make you relatable.

Remember, launches aren’t about looking flawless. They’re about building trust and momentum.

Final Thoughts

The biggest takeaway from Jeff Walker’s Launch Masterclass is this: a successful launch is about creating value, momentum, and connection before you ever ask for the sale.

By blending formats, keeping content consumable, delivering massive value upfront, and leaning into authenticity, you can create a launch that not only sells but also strengthens your relationship with your audience.

Your launch doesn’t need to be perfect. It just needs to help people believe in themselves, believe in the process, and believe in you. If you can do that, you’ll set yourself up for your best launch yet.

If you’ve been inspired by Jeff’s launch Masterclass and you’d like to join me in Product Launch Formula 2025 while it’s open for the next couple of days, you can become a PLF member here.

Warm regards,

Rocky Tapscott
Product Launch Strategy

4 Lessons From Jeff Walker’s Launch Masterclass

As we get closer to the end of Jeff Walker’s Launch Masterclass, and Product Launch Formula 2025 is now available for membership, I thought I’d share some of my notes and the new things I’ve learned so far.

Imagine standing in line at midnight, waiting for the release of the latest iPhone. Or scrolling through social media as Taylor Swift drops cryptic clues about her new album. The buzz, the anticipation, the feeling that something big is coming. It’s no accident. It’s the result of a process.

That same process, when applied to your business, is the secret to turning a product launch into an event people don’t just notice, but eagerly anticipate. That’s exactly what the first two lessons of the Launch Masterclass teach us.

The Sideways Sales Letter

Most entrepreneurs think selling means making a pitch, but in reality, the best launches start long before you ask for the sale. This is where the Sideways Sales Letter comes in.

Instead of a single sales page, you “turn it sideways” and stretch it out across multiple pieces of content. Each piece builds anticipation, delivers real value, and stirs desire, so that by the time your offer is available, your audience is already leaning forward, eager to buy.

Think of it as a three-act play:

Show the Opportunity.
Your first pre-launch content ~~(PLC1)~~ is about possibility. You paint the picture of what’s available: relief from a nagging, emotionally charged present pain or the promise of a desirable gain. Whether it’s learning meditation, losing weight, speaking a second language, or building a business, the key is to show your audience that change is possible and attainable.The magic lies in helping people see that the outcome you promise doesn’t just give them a new skill. It makes them a new person. Someone calmer. Healthier. More capable. A better version of themselves.
Reveal the Transformation.
The second PLC deepens the vision. It’s no longer just about the opportunity, it’s about the transformation. What happens when their life changes in the biggest way possible? For example, launching a product isn’t only about earning income, it’s about gaining freedom. The freedom to work where, when, and with whom you want.Here, your role is to help your audience feel the impact of that transformation. It’s not abstract anymore, it’s personal.
Invite Ownership.
By the third PLC, you shift gears into helping your audience take ownership. It’s about identity: who they are about to become once they achieve these results. Ownership solidifies the transformation as not just possible, but inevitable.

Together, these pieces form a bridge between curiosity and commitment. And when you finally open the cart and your offer goes live, your audience isn’t surprised. They’ve been walking toward this moment with you the whole time.

The Mental Triggers at Work

This Sideways Sales Letter isn’t random. It’s powered by mental triggers, psychological levers that influence decision-making.

Authority makes people pay attention to you.
Reciprocity ensures they feel grateful for the value you’ve already given.
Scarcity (the lesson explored next in the Masterclass) adds urgency to act.

These aren’t tricks. They’re timeless human tendencies. And when you layer them thoughtfully into your content, your marketing doesn’t feel like marketing, it feels like a movement your audience wants to join.

The PS Path

But what about how you structure this value? That’s where the PS Path comes in.

The PS Path is a rhythm of defining problems and offering solutions. You start by naming an initial problem your audience feels deeply. Then you solve it by delivering real, actionable value. But here’s the twist: every solution naturally reveals a new problem.

That next problem leads seamlessly into your next piece of content. Step by step, your audience stays engaged because you’re guiding them through a logical, helpful progression. Eventually, the final “problem” becomes clear: they can’t go further alone. That’s when your offer arrives, not as a hard sell, but as the natural next step in their journey.

Turning Lessons into Action

Let’s return to our opening examples. Apple doesn’t just launch a phone. Hollywood doesn’t just drop a movie. Taylor Swift doesn’t just release an album. They all use the Sideways Sales Letter in disguise: a sequence of anticipation, transformation, and ownership.

And you can, too.

Whether you’re an artist, an author, or an entrepreneur with physical products, your goal isn’t just to sell something. It’s to turn your marketing into an event. To create anticipation before your product is available. To deliver value in advance so people are not only ready, but excited to buy when the moment comes.

The first two lessons of the Launch Masterclass remind us that a launch is more than a grand opening. It’s not a one-time act, it’s a repeatable process. A way to build momentum, deepen relationships, and turn every product release into a story your audience wants to be part of.

Because at the heart of every great launch isn’t just a product. It’s a promise of transformation. And when you guide people toward becoming the best version of themselves, your launch stops being about selling, and starts being about leading.

I’d love to hear your thoughts on this summary of the Launch Masterclass so far.

And if you are ready to join me in the 2025 version of Product Launch Formula while it’s open for the next couple of days, you can become a PLF member here.

Warm regards,

Rocky Tapscott
Product Launch Strategy

Apply Jeff Walker’s Launch Masterclass Design to Your Launch

Running a Product Launch Formula style launch can feel overwhelming. There are so many moving parts: content, timing, technology, audience engagement, sales messaging… that’s why Jeff Walker’s Launch Masterclass has become such a powerful annual event.

Jeff and his team don’t just teach launches, they demonstrate how to run one at the highest level.

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

The good news? You don’t have to be Jeff Walker or have a million-person audience to apply the same principles.

Whether you’re launching your first coaching program, online course, or physical product, here’s how you can take the core lessons from the Masterclass and use them in your own business.

1. Lead With Value Before You Sell

One of Jeff’s central philosophies is simple but powerful: deliver massive value before you ever make an offer.

How to Apply It:

Before your launch, plan 2–3 pieces of free, high-value training.
Each piece should help your audience make progress or have a breakthrough.
Don’t hold back — the more useful and actionable it is, the more trust you build.

Think of it as creating momentum. You’re helping your audience win before they pay you, which makes the buying decision feel obvious.

2. Use a Hybrid Content Model

The Masterclass has evolved through many formats. From ugly screen recordings, to slick studio videos, live streams, and now a hybrid approach combining short, polished video lessons with live Q&A sessions.

How to Apply It:

Pre-record short videos (10–15 minutes) that deliver the core strategies. Keep them tight, focused, and easy to consume.
Host live sessions where people can ask questions, get coaching, and see your energy. Position these like “office hours” — casual but high-impact.
Add support materials like PDFs, worksheets, or checklists so participants can implement faster.

This balance gives people flexibility while still creating opportunities for connection and excitement.

3. Keep It Simple and Consumable

Jeff emphasizes the editing process. With decades of launch experience, he and his team could easily teach for hours. But they deliberately cut down to only what is essential.

Why? Because overwhelmed people don’t take action. And a launch is only successful if your audience feels confident enough to buy and implement.

How to Apply It:

Resist the urge to “teach everything.” Instead, identify the minimum viable lessons people need to understand your method.
Break your pre-launch content into digestible parts. For example:
- Lesson 1: Big-picture strategy
- Lesson 2: Types of launches (and choosing yours)
- Lesson 3: How to make the offer and ask for the sale
Edit ruthlessly. Ask yourself: “Does this move them closer to a buying decision?” If not, cut it.

4. Make Your Launch an Experience

This builds anticipation, keeps people coming back, and makes the launch memorable.

How to Apply It:

Think beyond information. How can you add fun or human touches?
Share behind-the-scenes moments, stories, or even spontaneous events.
Add an element of surprise (bonus gifts, unexpected Q&A guests, fun themes).

People don’t buy products, they buy a better version of themselves.

Use this understanding to include experiences and stories in your launch content to show how they can achieve that.

5. Teach by Example

One of the most meta lessons from the Masterclass is this: Jeff launches by launching.

He’s teaching how to run a product launch while actually running one. Participants not only hear the strategies but watch them being modeled in real time. This transparency creates trust and reinforces the principles.

How to Apply It:

Be open with your audience: “This training is part of my launch. Watch what I’m doing as much as what I’m teaching.”
Point out key launch elements as they unfold: the emails, the live sessions, the timing of your offer.
Frame your launch as a learning lab. People love feeling like insiders.

6. Match the Right Media to the Right Message

Jeff’s team carefully chooses which lessons are best for video, which are best live, and where coaching is essential. For example:

Strategy overview? Short pre-recorded video works best.
Choosing the right launch model? Tight, step-by-step content.
Making the sale? Live coaching is critical because people need encouragement and nuance.

How to Apply It:

Map your pre-launch content to the most effective delivery format.
Ask: “Where does live energy matter most? Where do people just need clarity and brevity?”
Build your schedule accordingly.

7. Balance Professionalism With Authenticity

The Masterclass is polished, but it’s not sterile. Jeff’s willingness to acknowledge real-time distractions (like squirrels or kittens on camera) shows authenticity. Instead of breaking the flow, these moments create connection.

How to Apply It:

Don’t stress over perfection.
If something unexpected happens during a live session, embrace it.
Share small personal stories or quirks — they make you relatable.

Remember, launches aren’t about looking flawless. They’re about building trust and momentum.

Final Thoughts

The biggest takeaway from Jeff Walker’s Launch Masterclass is this: a successful launch is about creating value, momentum, and connection before you ever ask for the sale.

I’d love to hear how you are applying the lessons from Jeff’s Launch Masterclass in your Product Launch.

Rocky Tapscott
Product Launch Strategy

Which Product Launch Is Right For You Right Now?

Here’s a quick summary of the 6 types of Product Launch Jeff Walker discusses in Lesson 2 of his 2025 Launch Masterclass so you can choose which option is right for you right now.

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

Six Paths to Using the Product Launch Formula

The beauty of Jeff Walker’s Product Launch Formula (PLF) is that it works no matter where you’re starting from. Whether you’ve got a thriving business, a small practice, or you’re starting from zero, one of the three main launch types, The Seed Launch, Internal Launch, or JV Launch can help you take the next step.

Here’s a simple breakdown showing which launch works best depending on your situation.

Path 1: The Established Business Owner

If you already have a business and an email list, the Internal Launch is your go-to strategy. It’s the fastest way to take an existing offer and turn it into one of the biggest months you’ve ever had.

By releasing three pieces of pre-launch content (using the “Sideways Sales Letter”) to your subscribers and then opening the cart with a clear deadline, you’ll create urgency and sales momentum.

Many established businesses are surprised at how quickly an Internal Launch turns into six-figure or even seven-figure months.

Path 2: The Practitioner, Coach, or Consultant

If you’re working one-on-one with clients and running out of hours in the day, it’s time to leverage your expertise. The Seed Launch is perfect here.

With a Seed Launch, you sell a simple live training or group coaching program before you even create the full product. This lets you get paid to create, while also freeing your schedule.

Later you can evolve your Seed Launch into a polished product and run an Internal Launch to scale it further.

Path 3: The Influencer

Influencers often rely on sponsorships or platform algorithms, which makes income unpredictable. A launch puts you back in control.

In most cases, the best move is to start with a Seed Launch. You’ll offer your followers a short live program, build it in real time, and ensure it’s exactly what your audience wants. This creates stability and independence, turning attention into a real, owned business asset.

Once you’ve proven your product, you can run an Internal Launch for scale, and later, even a JV Launch to grow beyond your current following.

Path 4: The Author or Artist

Authors and artists often think their job ends when the book or artwork is finished, but the reality is that the marketing is up to you. A launch ensures your work gets seen.

Which launch you choose depends on your stage:

Just starting? Run a Seed Launch to create a product or training around your work.
Have a small following? Use an Internal Launch to energize your fans.
More established? Partner with others in your niche for a JV Launch to reach new audiences.

Every author or artist fits somewhere on this spectrum, and each launch type provides a tailored path forward.

Path 5: The Complete Beginner

No product. No list. No business. No idea where to start. This is where Jeff Walker himself started, and it’s where the Seed Launch shines.

You don’t wait around trying to build a big list or a perfect product. You simply make an offer for a short live training, let your first buyers shape the content, and record everything.

By the end, you’ve been paid to create a product, you’ve got your first list, and you’ve broken free from perfectionism.

Path 6: The Launch Manager

Not everyone wants to create their own product. Some people love helping others launch. If that’s you, your path is to partner with product creators. You can become a JV manager, strategist, or tech assistant and earn commissions, fees or a profit share by supporting other people’s launches.

The demand is huge because every product creator needs help. And since you’ve mastered the Seed, Internal, and JV Launch strategies, you can apply them on behalf of others.

The Big Picture: Which Launch Fits You?

Established Business: Internal Launch
Practitioner/Coach: Seed Launch → Internal Launch
Influencer: Seed Launch → Internal Launch
Author/Artist: Any launch type, depending on stage
Beginner: Seed Launch
Helper/Partner: Support others’ Seed/Internal/JV Launches

Visual Summary: The Six Paths Framework

[1] Existing Business → Internal Launch → Bigger Sales  
[2] Practitioner/Coach → Seed Launch → Internal Launch → Leverage Time  
[3] Influencer → Seed Launch → Internal Launch → Control Income  
[4] Author/Artist → Seed / Internal / JV (stage-dependent)  
[5] Beginner → Seed Launch → First Product + List  
[6] Helper → Support Others’ Launches → JV/Tech/Strategy Roles

No matter where you’re starting, there’s a launch strategy that fits. The key is to pick your path, commit, and start small. Your first launch won’t be your last, and each one builds momentum for the next.

You can get all the details on how to use each of these launches here in Lesson 2 of Jeff Walker’s Launch Masterclass.

I’d love to hear where you are in your Product Launch journey after watching this training.

Rocky Tapscott
Product Launch Strategy

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

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

How Jeff Walker Would Run YOUR Next Product Launch

When it’s time to run a Product Launch, too many entrepreneurs are taking an airplane just to travel around the block.

Meaning, they’re launching in a way that doesn’t fit. And the results they are getting show it.

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

The better, more profitable approach is to meet your customer where they are, with the right type of product launch.

That’s exactly what you’ll discover how to do today, when you register for lesson 2 in Jeff Walker’s Launch Masterclass.

When you join, you’ll also:

Discover the proven system Walker used to go from a $1,650 launch to a $100MM business…
See how to strip away everything that doesn’t matter so you can focus on what drives results…
Get surprise bonuses you can use in your own launch…
Watch a world-class launch unfold in real time, from the inside, with the chance to ask Jeff questions…

… and more!

Jeff only does this once a year, so register now for the Launch Masterclass and discover which launch type is right for you today.

Warm regards,

Rocky Tapscott

P.S. When you know which type of launch to run, life is so much easier. Your audience lights up, your sales get a major bump, and the process just feels natural.

Find your ideal launch type by joining the Launch Masterclass.

I Was Waiting To Launch A Product…

Waiting to have enough followers to launch a product to.

Waiting for the “right” audience size.

Waiting for permission to sell.

You know what wasn’t waiting?

My bills. My kids needs. My wife’s needs. My goals.

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

So I stopped waiting.

I wanted to run a test.

I had 74 people who had opted into hear more from me.

74 people reading my stuff.

74 people who showed me they were paying attention when they opened and read my messages.

And I asked myself…

“What if I treated these 74 people like they were enough?”

What if I gave this group the same energy I’d give it had 5,000?

What if I created something valuable for them? Right now.

Not later when I hit some magic number.

So I did.

I put together a product launch for something that was only an idea to see if they wanted it (we call these a “Seed Launch”).

I would only build the thing if they wanted it.

After all, everyones got an opinion until you ask for a Credit Card.

I treated my small group like it mattered.

Because it does.

Then I made over $5,800 in a week.

And I learned something important.

You don’t need permission to start, and you don’t need a bigger audience.

You need to work with what you have while you’re building what you want.

Stop waiting for someday.

Start working with today.

If you have even a small list or social media following, you can run a Seed Launch to launch a product that doesn’t exist yet, and if people buy it THEN co-create it with your audience.

Check out Jeff Walker’s Launch Masterclass to watch how easy it can be to monetise a small audience using what you already know and AI to create all of your launch content.

Start here with Lesson 1.

We don’t live forever…

Rocky Tapscott
Product Launch Strategy

How The Sideways Sales Letter Powers The Launch Masterclass

With Jeff Walker’s Product Launch Masterclass starting today, I thought I’d give a quick insider’s look into one of the most powerful elements of a successful launch strategy: The Sideways Sales Letter.

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

Since 2007 the concept of the Sideways Sales Letter has been a revolutionary approach to creating pre-launch content because of the way it builds anticipation and demand for your product or service. U

Unlike traditional sales letters that present all the information upfront, this strategy unfolds over time as a story, engaging your audience and nurturing their interest.

Here’s how it works:

Engagement Through Storytelling: The Sideways Sales Letter leverages the power of storytelling to captivate your audience. By sharing relatable stories and valuable insights, you create an emotional connection that resonates with your potential customers.
Delivering Value First: Instead of leading with a hard sell, this approach focuses on providing genuine value through educational and entertaining content. This builds trust and positions you as an authority in your field.
Creating Anticipation: By releasing content in a sequence, you build anticipation and curiosity. Each piece of content is designed to lead your audience to the next step, creating a natural progression towards your launch.
Addressing Objections: Throughout the pre-launch content, you have the opportunity to address common objections and concerns, smoothing the path for your audience to make a confident purchasing decision.
Building a Community: As your audience engages with your content, they become part of a community. This sense of belonging increases their investment in your success and makes them more likely to support your launch.

The Sideways Sales Letter has proven to be a game-changer because it transforms the way you communicate with your audience. It’s not just about selling a product; it’s about creating an experience that leads to a deeper connection and ultimately, a successful launch.

Join Jeff Walker’s Launch Masterclass to dive deeper into this strategy and learn how to apply it to your own business. This is your chance to master the art of launching and see firsthand why this method works so well.

You can register for the Launch Masterclass here.

See you inside.

Cheers

Rocky Tapscott
Product Launch Strategy

Disclosure: At the end of the Product Launch Masterclass, Jeff is going to invite you to join Product Launch Formula as a paid member. If you purchase PLF 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.

The Final Launch Masterclass Live Event With Jeff Walker

The Final Launch Masterclass Live Event With Jeff Walker is starting in 90 minutes, and you can register to join us here.

In this quick closing day update, Jeff is going to share how there’s been two big trends in launches lately… and they both seem to be holding true during this Product Launch Formula launch.

LIVE broadcasts are converting the best
People are waiting until later in Open Cart to buy

Understanding this allows us to incorporate these two tactics into our final closing plan…

Jeff is going to be closing the cart LIVE on a final broadcast, starting at 8pm ET (New York time) and he will keep the broadcast going until he closes the cart at 10pm ET.

This final Live is called The Path Forward… and it’s all about next steps.

And he is not just inviting our prospects to join… he’s also inviting new BUYERS to come join in as well and celebrate the big step they’ve just taken.

This will be the third year he’s done this… and each year, they’ve seen a MASSIVE spike of sales accompany it.

Make sure you use this Live strategy in YOUR next launch if you possibly can.

And make sure you register here to watch how Jeff uses it in today’s final cart-close event at 8pm ET (New York time).

Warm regards,

Rocky Tapscott
Product Launch Strategy

Disclosure: At the end of today’s Live, Jeff is going to invite you to join PLF as a paid member. If you purchase through a link on my website, 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.