Launch - Jeff Walker

Launch - Jeff Walker

Discover the secret formula for selling practically any creation or product on the Internet, increasing the notoriety of your business and consequently improving your life.

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Ever wondered how to make a product launch that makes a profit of $ 106, 000 in the first week? All inside your home, without a support team and practically no cost? It seems almost impossible, doesn't it? But Jeff Walker did just that. He tells the whole process in his book "Launch".

In this book, he presents his "secret" formula for launching products on the Internet and how to achieve succes with them.

Are you going to miss those tips? Continue on this summary to get more!

About the book "Launch"

Published in 2014 by Morgan James Publishing, the book "Launch" is a guide to selling products online and building a successful business.

In the first pages of the book, comments from various renowned authors and entrepreneurs are displayed talking about the work. In addition, the publication reached the level of being the number one bestseller of the New York Times.

In 14 chapters, author Jeff Walker explains the whole step-by-step process for launching a product - from initial planning to aftermarket, be it a course, a book or even an app.

About the author Jeff Walker

Jeff Walker is an entrepreneur who started selling products online in 1996. Since then, he has founded several businesses that have made him a billionaire. As founder of Alchemy Internet, he sells online courses for entrepreneurship on the Internet.

To whom is this book indicated?

The author's teachings can serve to help people who wish to establish a digital business. This includes entrepreneurs who already own a company and want to increase their results and people starting from scratch.

In addition, it can help those who need to create a solid and efficient marketing plan.

Main ideas of the book "Launch"

The highlights of the book are:

  • The product launch formula is based on three elements: the stories, the sequences, and the mental triggers;
  • The Internet has completely changed the way business is done;
  • Your mailing list is your most valuable content during launch planning;
  • While social networks have changed the way we use the Internet, emails still have the most lasting impact on potential buyers.

In thisPocketBook we will analyze the main points of the formula developed by the author: the stories, the sequences, and the mental triggers.

So, are you ready for the launch? Let's go!

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[Book Summary] Launch - Jeff Walker

Overview: Element 1 - Stories

In the era of digital communication, every day we are bombed with an absurd amount of information. This volume offered only tends to increase and within it are several offers of the most varied products.

So in such a crowded information environment, how do you differentiate your product and gain prominence in the eyes of potential buyers?

Jeff Walker begins to answer this question with the first element of the product launch formula: the stories.

We communicate through stories. Think about the classes you attended as a child, probably the ones you remember most are based on stories told by the teachers.

So the author explains that if you want your business to thrive and your advertising gets attention, you need to tell a good story.

It is important to note that you do not have to become a great novelist for this. Basically, it should be a captivating story about your product that conveys the message of how it will be important to the buyer.

In this way, in addition to attracting the immediate attention of the interested party and generating curiosity about its offer, a good story makes your product to be remembered by the consumer.

Overview: Element 2 - Sequences

The next important element of the product launch formula created in "Launch" by Jeff Walker is the sequence. According to him, you can not rely solely on a marketing message.

You should use a supported communicative sequence, that is, the current message always complements the previous message. So your product is gaining fame and you create an expectation about it.

For the launch of a product, the formula has the following sequence:


This is where it all begins. It is the moment when you start your journey of catching people's attention to a product that will be released in the future.

This step can be used to analyze the market's receptivity about its idea, as well as to identify initial objections to be corrected.

The author lists ten questions that must be answered during the planning of this step:

  1. How do you let people know that something new is on the way without looking like I want to sell something?
  2. How can I pique your curiosity?
  3. How can I make this collaborative?
  4. How to discover your objections?
  5. How do I begin to engage potential buyers about my offer?
  6. How to do it in a fun and humorous way?
  7. How can I differentiate myself?
  8. How do you figure out how the market wants to be sold?
  9. How to create a great offer?
  10. How do I get this to my pre-launch?


In the next step, you already have your valuable email list ready and attracted the interest of potential buyers. So now is the time to show them that there is great value in what you are offering.

The author highlights the content that should be present in your pre-release material. They are:

  • Opportunity: should contain why the buyer wants your product. So the interested part starts to believe in you and the product you offer. In addition, you must show the objections identified in the previous step and reveal your solutions to them.
  • Transformation: You need to show the person concerned the change your offer will generate in their lives. If the previous content was the "why", now you display the "what".
  • The experience: in this part, you will explain the "how". You need to continue to build value for your product by presenting how your product will solve the problems of the interested party.

It's important to always put a call-to-action at the end of each content, such as a comment on your blog and on your social networks. The author also says that these contents should be sent with an interval of a few days between them.

In addition, Jeff Walker explains that these messages can be of the most diverse nature: texts, videos, presentations, images, among others.


Finally, the big day has arrived. The author calls this "open cart" action. After all your planning, those interested should be ready to buy your product. It's time to release.

An important aspect of launching content, according to the author, is to use it for a limited time, as it creates a sense of scarcity, an important mental trigger (we'll talk more about them below).

It is essential that you have a well-developed sales process that makes the buying process as easy as possible for the buyer. In this way, no sales are lost due to the inefficiency of the system.


This is the final part of the launch sequence, Jeff Walker continue to deliver value to your buyers through well-structured support and upgrades. That way you can build your brand, according to the book "Launch".

In addition, it is important to attract those stakeholders who have not yet purchased your product.

At the end, the author points out that part of his post-release is the beginning of preparation for his next release.

Overview: Element 3 - Mental Triggers

This is the last piece of the puzzle: mental triggers. The author indicates that most of our decisions and attitudes are based on emotions and mental programming.

Jeff Walker product launch formula explains that mental triggers are constantly working in our subconscious and have great influence on the way we act.

That is why it is so important to activate the mental triggers of your buyers. For this, the author provides tips for the main triggers:

  • Authority: you should establish yourself as expert in your field;
  • Reciprocity: After receiving free content, people feel "obliged" to reciprocate. In case, buy your product;
  • Trust: Trust is built along the planning stages explained above;
  • Expectation: The countdown to the launch of your product generates the famous "hype", which increases the curiosity and will of the buyers;
  • Sympathy: Build a strong personal connection with your potential buyers. Use "I", not "We";
  • Events: Turn your advertising actions into events, this attracts more people;
  • Community: People tend to act equal when they are in the same community. To achieve this, make use of social marketing;
  • Shortage: People value things more when they know they are running out. You can use phrases like "the first 100 buyers will receive X% off!";
  • Social proof: Always use reciprocity and interaction on your blog and social networks, so you can prove your worth.

What do other authors say about it?

Tom Chatfield, author of "How to Thrive in the digital Age", states that, nowadays, content on the internet becomes relevant no longer due to the endorsement of an expert on the subject, but because of the popularity that it achieves among the public. This approach leaves room for the mass of consumers to be subject to manipulation. This could even produce the imposition of lies and rumors about the truth.

On the importance of the Internet for marketing, Seth Godin, author of the book "This Is Marketing" explains that the internet has changed the rules of the game. It is the most massive means of communication that has ever been created, as it connects billions of people.

No livro "Marketing 4.0", de Philip Kotler, Hermawan Kartajaya e Iwan Setiawan, os autores trazem a importância de estarmos sempre atentos às mudanças no mundo digital e como isso afeta o marketing.

Okay, but how can I apply this to my life?

Basically, you should follow these tips to make the techniques developed by Jeff Walker in the book "launch" to work:

  • Keep constant contact with your potential buyers;
  • Build a well-crafted email list;
  • Deliver value before, during and after the sale;
  • Know your buyers;
  • Make use of mental triggers;
  • Tell a story with your products;
  • Follow a sequence.

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In addition, to see all examples, tips and ideas of the author, you can buy the full version below:

Book 'Launch'