Tag Archives: product launch formula

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 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.

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 maximizes 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” — 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

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 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.

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.

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

6 Mental Triggers That Will Make Your Launch Irresistible

Every successful product launch isn’t just about content or the offer, it’s about psychology. Human decision-making has always been influenced by hidden levers in our minds, what Jeff Walker calls mental triggers.

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

These triggers are hardwired. They’ve guided our choices for thousands of years, and they still shape every buying decision we make today.

By weaving them into your pre-launch content, you transform a simple series of videos or posts into a powerful momentum-building experience that makes people want to buy.

Here are six of the most powerful triggers, and how they build on each other when layered together.

1. Community: Belonging Drives Behavior

We all crave belonging. When we identify as part of a group, we instinctively behave in line with its norms. Online communities can be just as strong as offline ones. Think of fandoms, mastermind groups, or Facebook, Skool or Mighty Networks communities.

When your launch content creates a sense of “we,” you spark commitment. Viewers aren’t just watching your videos, they’re joining a tribe of like-minded people on the same journey. That belonging drives action far more than logic alone.

2. Anticipation: The Pull of What’s Next

From birthdays to season finales, anticipation makes experiences magnetic. In a launch, you’re not just dropping random videos, you’re building a storyline. Each pre-launch piece hints at the next, creating curiosity and excitement.

When your audience eagerly awaits the next installment, they’re leaning forward. That anticipation keeps them engaged right up to the cart opening, and ensures your offer feels like the natural “next episode.”

3. Authority: Expertise Creates Influence

When someone wears a white coat or a uniform, people listen. Authority is a universal shortcut: if you’re an expert, people assume your advice is valuable.

In launches, authority is built by teaching valuable insights in your pre-launch content. Each lesson you share demonstrates mastery. Over time, viewers stop asking, “Do I trust this person?” and start asking, “How can I learn more from them?”

4. Reciprocity: Give to Receive

Humans are wired for fairness. When someone gives us a gift, we feel compelled to return the favor. This is reciprocity, and it’s one of the most reliable triggers in marketing.

When you deliver free, high-value content before asking for the sale, you activate this instinct. Viewers feel grateful and want to give back, whether by commenting, sharing, or eventually buying your program.

And these positive comments can be the most powerful marketing you can get. Quite often one enlightened comment from somebody they have never met can be the fence-tipper for people who were undecided about joining your program.

5. Social Proof: We Follow the Crowd

When we’re unsure what to do, we look at what others are doing. That’s why restaurant reviews, Amazon stars, and testimonials matter so much.

In your launch, social proof grows organically as people engage. Comments, shares, and testimonials show that others value what you’re teaching. The message becomes: “If all these people are in, maybe I should be too.”

6. Scarcity: We Want What’s Rare

Gold, diamonds, limited-edition sneakers: scarcity makes things desirable. In launches, scarcity usually comes from limited enrolment windows, disappearing bonuses, or a capped number spots.

Scarcity shifts decisions from “someday” to “today.” It’s the final nudge that turns hesitation into action.

How the Mental Triggers All Work Together

Individually, each trigger is powerful. But stacked together in your pre-launch, they’re transformational:

Authority + Reciprocity → From the first video, you’re proving expertise while giving freely. Your audience respects you and feels indebted to you at the same time.
Anticipation + Social Proof → As the sequence unfolds, viewers look forward to the next release while noticing others are also engaged. Excitement compounds.
Community + Conversation → In the comments, people connect, answer each other’s questions, and begin to feel like they belong. They’re no longer passive viewers, they’re members of something bigger.
Scarcity layered on top → By the time the cart opens, your audience is eager, engaged, and surrounded by proof that others are joining. Scarcity pushes them over the line.

The result? A launch that feels less like a sales pitch and more like a movement.

The Core Insight

Jeff sums it up best: “Any one of these mental triggers is really powerful. Layer them on top of each other in your pre-launch, and that’s where the magic starts to happen.”

You’re not manipulating people. You’re aligning with the psychology that naturally guides human decision-making. When you combine value-driven teaching with these timeless triggers, you don’t just sell a product, you create an experience people are grateful to be part of.

Final Takeaway

The six mental triggers: community, anticipation, authority, reciprocity, social proof, and scarcity, are the secret engine behind product launches that don’t just sell, but scale. Use them wisely, weave them together, and you’ll find your pre-launch content becomes irresistible, your sales natural, and your impact unstoppable.

I’d love to hear how you are using these mental triggers in your Product Launch.

Warm regards,

Rocky Tapscott
Product Launch Strategy

Deliver Powerful Pre-Launch Content W/O Giving Away the Farm

When getting ready for their product launch, one of the biggest fears people have when creating free pre-launch content is this:

“If I teach too much for free, won’t people just take it and never buy from me?”

It’s a fair concern, but it’s also the wrong way to think about content. When you follow Jeff Walker’s P.S. Path (Problem–Solution Path), not only will people still buy from you…

…but they’ll also love you more for the journey you take them on. You’ll build trust, goodwill, and authority while preserving plenty of value for your paid program.

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

To show you how this works, here’s a step-by-step look at how the P.S. Path works.

Step 1: Reframe the Goal of Pre-Launch Content

Most people assume pre-launch content should deliver the entire system up front. That’s overwhelming—and it leaves you with little left to sell.

Instead, Jeff says to think of your full product—whether it’s a course, membership, or coaching program—as taking someone from Step 1 to Step 100.

Your pre-launch content doesn’t need to do all 100 steps. Its job is simply to move people from Step 0 (no belief, no action) to Step 1 (hope, clarity, and a vision of possibility).

That small shift is huge. It gives people momentum and belief, which are often more valuable than information.

Step 2: Understand the Power of Zero to One

Don’t underestimate what it means to take someone from “nothing is possible” to “I can do this.”

Even a single new perspective, small win, or mindset breakthrough (what I’ve heard Brandon Lucero call a “thought reversal”) gives people a positive and desirable vision of their future self. And when you’re the person who sparked that change, they’ll naturally want to keep learning from you.

Your pre-launch content is not about completing the whole transformation—it’s about giving people their first taste of it.

Step 3: Thin Slice With the P.S. Path

Here’s the formula:

Define a problem your future clients have.
Solve that problem in your first piece of content (PLC1).
At the end of your PLC1, introduce the next problem, one that naturally emerges from the solution you just gave them.

This is critical: Every solution contains the seeds of the next problem.

For example:

Problem 1: “I don’t know where to start with guitar.”
Solution: Teach them a simple 3-chord progression.
Next problem: “Now I can play chords, but I don’t know how to make them sound like a real song.”

Each solution builds goodwill, and each new problem sets up the next piece of content.

Step 4: Repeat the Cycle

In PLC2, you solve the next problem you introduced, and again reveal the next challenge that naturally arises.

By the time you reach PLC3, you’ve created a rhythm: define problem → solve it → reveal the next.

Across 2–3 pre-launch pieces, you’ll have solved several real problems for your audience. The result? They already see you as their guide, and they trust you before you ever ask for the sale.

Step 5: Transition to Your Offer

When the cart opens, your audience has experienced your teaching, felt the value, and tasted real wins. They now have:

Belief that change is possible.
Momentum from solving real problems.
Curiosity about how to go further.

At this point, your paid program is the obvious next step. It’s the bridge from Step 1 to Step 100.

Step 6: Choose Your Medium

Most people today use video or live broadcasts for pre-launch content because it’s engaging and simple to produce. But don’t think you must be on camera. The P.S. Path works just as well with written posts, emails, or audio.

The formula isn’t tied to the medium, it’s about the sequence of problem → solution → next problem.

Step 7: Layer in Mental Triggers

Once your P.S. Path is in place, you can amplify its impact with mental triggers like:

Reciprocity (people feel compelled to give back after receiving value).
Authority (your expertise shines through the problems you solve).
Anticipation (people look forward to the next solution).

These triggers aren’t manipulative, they’re simply the psychology of why people pay attention, take action, and invest.

Now there’s a caveat here. Some people will use these mental triggers TOO manipulate rather than persuade. The difference between persuasion and manipulation is INTENT.

Will buying your offer benefit your customer more than you? That’s persuasion. Will buying benefit you more than your customer? That’s manipulation. DON’T DO THAT.

Why the P.S. Path Works

The genius of the P.S. Path is balance. You’re:

Giving away enough value that people feel helped and trust you.
Holding back the complete solution so your product remains necessary and desirable.

By the time you transition into your offer, your prospects don’t feel sold, they feel served. And buying from you feels like the most natural next step.

Final Takeaway

If you’ve ever worried that teaching free content will undercut your sales, remember Jeff Walker’s words: “Every solution has inherent in it the seeds of the next problem.”

When you follow the P.S. Path, your free content sets the stage for your paid program. You’re not giving away the farm. You’re planting seeds that grow into loyal customers and lasting success.

I’d love to see how you incorporate the P.S. Path into your next Product Launch.

Warm regards,

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 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 Product Launch Masterclass Starts Next Week

Jeff Walker’s Product Launch Masterclass starts next week, and as soon as you register, you’ll receive an email where Jeff shares some cool info about how he’s raising the bar for this year’s Masterclass.

Jeff and his team have some exciting plans for this year, including surprise bonuses and “Easter eggs” in the lessons.

This year’s Masterclass is coming at a very good time, because a lot of people feel uneasy about the future right now. And a lot of things that used to work in launches aren’t working anymore.

But Product Launch Formula has worked for the past 20 years, and it’s still driving million+ dollar launches – including his own.

So starting on Monday, August 18th, he’s going to take you behind the scenes of his biggest launch of the year.

You’ll get to see how he’s shaping his offer, the messaging he’s using now, and the entire strategy, as it’s unfolding.

Register for the Product Launch Masterclass here, and then you’ll be able to check out the sneak preview, and you’ll be all set for when the first lesson drops on Monday!

Warm regards,

Rocky Tapscott

P.S. Lesson 1 drops on Monday, August 18th. Register for the training here then save the date in your calendar so you don’t miss it.

Why TODAY Is The Best Day To Plan Your Product Launch

So many of us put off planning for our next product launch because we feel like there’s just not enough time.

But here’s one good reason to start planning your launch TODAY…

Do you know what the Healthy Life Expectancy is for a person in the United States?

It’s 66 years (and most other advanced countries would probably be similar).

Only SIXTY-SIX years is how long you are expected to be HEALTHY.

Full retirement age to get 100% social security in the US isn’t until 67.

And in Australia where I live, retirement age is also 67, but requirements for qualifying for the Aged Pension are getting stricter all the time.

If we do what everyone else does…

We are already sick, or disabled, or in some other way impaired for a year before we reach the age where we can rely on “the guvment” to look after us.

Mind you, social security or the age pension is not going to do too much “looking after”.

In the US, stats show it will be out of funds some time in the next decade.

In Australia there are soon going to be more ‘retired’ people on the Old Age Pension than those working to pay for it.

The situation is only going to get worse. And nobody’s coming to save us…

Am I trying to scare you?

NO!

I’m tryna make you 💩your pants!

If the “plan” is to…

Work until I am too sick, then depend on the guvmint to take care of me and then die a few years later?

Pardon my French…

But FUCK THAT.

You might be thinking the same thing.

That’s why today is the BEST day to start planning your next launch.

And next week is the perfect time to run your next launch.

If you’re not sure how to use a product launch to verify your product idea has legs, and do it in 72 hours or less…

And then how to go from nothing to cash in the bank within 7 days or less.

Then grab a spot in my new Product Launch Mastery Skool Community while it’s free (It will be a paid Community at some stage in the future).

Inside I’ll show you how to monetise your products and expertise in ways you have never considered before.

In fact, you don’t need your own product. You don’t need your own audience. You already have everything you need to create true, generational wealth. As a member you will be:

Making irresistible offers your prospects are already pre-sold on buying
Going from idea to your first launch profits in the bank in 7 days or less
Doubling your sales at higher prices without changing deliverables
Earning 100% to 1,000% ROI by CLONING your own and other people’s assets
Profiting from 5 or 6 figure launches without your own product or audience
Creating passive, recurring income from every promotion
Building a buyers list for free (and solving your traffic problems forever)
Share this with your kids and create financial freedom together
And more…

As I said, membership is free, but will become a paid soon. Click here to join us now and you will be grandfathered in and your membership will always be free regardless of what membership costs in the future.

This is your chance to use one product launch as a springboard to create generational wealth for yourself and your lineage.

I’ll see you inside.

Warm regards,

Rocky Tapscott
Product Launch Mastery

What’s Covered In Walker’s Product Launch Masterclass?

I’ve had a few questions from people wondering what is going to be in Jeff Walker’s free Product Launch Masterclass. So here’s what you can expect from this transformative Masterclass:

1. The Sideways Sales Letter® (PLC 1): Learn the core strategy that has helped build thousands of businesses over the last two decades. This lesson will show you how to create massive demand for your product by delivering real value in your marketing.

2. The 3 Types of Launches (PLC 2): Discover the three main types of launches—The Seed Launch®, the Internal Launch, and the JV Launch. You’ll learn to identify which launch type suits your situation best and how to apply it effectively.

3. The Launch Blueprint (PLC 3): This live session will bring everything together, offering you a comprehensive blueprint to follow. It’s the perfect opportunity to see how all the pieces fit together and how you can apply them to your own business.

In addition to these core lessons, the Masterclass includes live Q&A sessions with Jeff, bonus trainings, and case studies that provide real-world examples of successful launches.

This Masterclass is designed to be engaging and actionable, ensuring you walk away with a clear plan to use launches in your business. And the best part? It’s completely free to join, but only for a short time.

Don’t miss out on this chance to learn from the best and gain the skills needed to transform your business.

You can register for the Product Launch Masterclass here.

Warm regards,

Rocky Tapscott
Product Launch Strategy

Unlock Your Potential with The Product Launch Masterclass

I wanted to share something that has truly transformed my life and could do the same for you. Before I discovered Jeff Walker’s Product Launch Formula (or PLF), I was dabbling in online marketing but never really getting anywhere.

I was making a few low ticket affiliate sales here and there, but I didn’t have a real strategy for selling medium or higher-ticket products. It felt like I was trying to piece together a puzzle without a picture or a map.

After seeing a bunch of top marketers running massive, profitable launches with PLF in 2007 and 2008, I decided I needed to step up and I finally joined the program after wasting two years trying to do launches myself.

It was a big investment and took a huge leap of faith, but one that paid off more than I could have imagined. My first half-arsed launch, where I did a lot of stuff wrong, brought in around $1,100.

It was proof that I could finally make money online, and using what I learned, my next launch generated over $4k, and since then, I’ve used PLF to run launches to earn tens of thousands of dollars.

The real magic of PLF is the ability to generate cash flow on demand. It’s like having a superpower. A superpower that I’ve also been using to help other creators run their own profitable launches, with both of us sharing in the profits.

After doing it for a couple of years, I think the potential for running launches for other people is enormous and is one of the biggest blue ocean opportunities for 2025 and beyond.

With over 20 million creators online who could benefit from somebody helping them to monetise their expertise, the pool of partners is practically unlimited.

To give you a taste of what Product Launch Formula is and does, Jeff Walker is holding the 2025 The Launch Masterclass right now so you can see for yourself how PLF can transform your business and life.

You can register for the Masterclass here.

Warm regards,

Rocky Tapscott
Product Launch Strategy

Can You Run A Profitable Product Launch Using Just DMs?

If you can ONLY sell your offer using a Product Launch Formula style launch and it won’t sell any other way, your offer is HARD to say “YES” to.

The answer is NOT pushing harder with more hype, bigger promises, or high pressure sales calls.

It’s making your offer EASIER for someone to say, “Yes, I’m in!”

We are closing all kinds of sales, and even LICENSING DEALS using simple DMs.

Most would say the offers we are making could only be sold on a Zoom call or with long sales cycles.

But…

Because we are making it EASY to say YES, we can close them in minutes by DM.

Now…

Some might say it’s because these people are existing customers who already know, like and trust you. That’s part of it…

But…

We are also consistently making sales without a product launch where people don’t know us.

What we are doing is tailoring our offers to make them easy to say YES depending on who we’re talking to.

We make a DIFFERENT OFFER to a stranger than we do with someone who knows us well.

So if you’d like to see how we are quietly closing high ticket sales WITHOUT a full Product Launch with all that entails, let me know

Cheers

Rocky