The book "Launch" by entrepreneur and digital marketing expert Jeff Walker (originally titled "The Product Launch Formula") outlines a proven, step-by-step methodology for launching and selling a product or service online. Walker's approach provides a practical strategy designed to secure immediate profits and build a business with flexibility and autonomy, often with little to no start-up costs.
Walker suggests leveraging mental triggers (psychological principles) to influence potential customers. These triggers support three key factors for success:
Build Value: Giving value free of charge establishes trust, authority, and expertise, making customers feel inclined to reciprocate by buying the product later.
Build Relationships: Forging strong relationships by maintaining steady communication makes the business more memorable than competitors. Building a sense of community is also essential, as individuals are more likely to act when they feel part of a group with common interests.
Build Desire: The launch should be treated like a major event with a clear countdown to generate excitement and anticipation. Introducing a definite window for purchasing creates scarcity and urgency, which effectively drives sales.
The primary strategy involves breaking the sales pitch across several days using the Sideways Sales Letter.
Stage 1: Create an Email List (Prepare to Launch): This initial stage involves defining a niche and ideal customer persona (avatar). The goal is to drive traffic (organic, social media, or paid advertising) to a "squeeze page" or landing page that offers a valuable, free incentive ("bait" or lead magnet) in exchange for contact information.
Stage 2: Gauge Interest (Pre-Prelaunch): In this phase, anticipation and buzz are built around the upcoming launch. The entrepreneur solicits engagement by asking the email list for feedback and questions (often via a survey) to gauge receptivity and identify objections. This step is similar to the Lean Startup method of testing an offer with minimum commitment.
Stage 3: Build Anticipation / Prelaunch (The Sideways Sales Letter): This typically spans 6 to 10 days and involves sending a series of valuable content pieces (PLC) to demonstrate the transformation the offer provides.
◦ PLC 1 (The Opportunity): Reveals the major opportunity available to the audience.
◦ PLC 2 (Transformational Education): Delivers valuable content, proving the system works and showing how others have succeeded.
◦ PLC 3 (The Ownership Experience): Encourages the prospect to imagine what it would feel like to own the mastery (the product), priming them for the upcoming offer.
◦ Sales Insight: The book suggests that approximately 25% of orders occur on launch day and 50% of orders occur on the final day, necessitating strong "last chance" communication.