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.