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Jeff Walker

Launch Paperback – November 20, 2014

by Jeff Walker (Author)

2,260 ratings

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Enhance your purchase

Here, Jeff Walker reveals how to sell anything online, make a fortune and fulfil your dreams. Whether you've already got a business or you're itching to start one, this book provides the perfect recipe for how to do it.

Language

English
Publisher

Simon & Schuster Ltd
Publication date

November 20, 2014
Dimensions

5.9 x 0.7 x 9.1 inches
ISBN-10

1471143163
ISBN-13

978-1471143168
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Product details

Publisher ‏ : ‎ Simon & Schuster Ltd; UK ed. edition (November 20, 2014)
Language ‏ : ‎ English
ISBN-10 ‏ : ‎ 1471143163
ISBN-13 ‏ : ‎ 978-1471143168
Item Weight ‏ : ‎ 10.4 ounces
Dimensions ‏ : ‎ 5.9 x 0.7 x 9.1 inches

Customer Reviews:
2,260 ratings

About the author

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Jeff Walker

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Jeff Walker has literally transformed the way stuff is sold online. Along the way he’s become one of the top entrepreneurial and marketing trainers in the world. But it didn't start out that way...

When Jeff started his first online business, he was a stay-at-home dad taking care of two small children. The "business" was launched from the baby's changing room - and it started with a free email newsletter sent to 19 people. That was in the Internet Dark Ages of 1996.

After that humble start, Jeff quickly developed an underground process for launching new products and businesses with unprecedented success.

But the success-train was just getting started - once he started teaching his formula to other entrepreneurs, the results were simply breathtaking. Tiny, home-based businesses started doing launches that sold tens of thousands, hundreds of thousands, and even millions of dollars in sales with their launches.

Back in the old days before he started teaching his “Product Launch Formula”,

almost no one in the online entrepreneurial world talked about “product launches” and the idea of a “million dollar day” seemed almost ludicrous. But now, in the post-Product Launch Formula world, the million dollar (and multi- million dollar) launches hardly raise an eyebrow. They’ve almost become routine.

Of course, Jeff's techniques are not just for big gurus — he’s taught thousands of students (who operate in hundreds of niches), and they’ve generated more than $1 billion in sales (and that number grows every day.)

Jeff lives in Durango, Colorado where he pursues his passions for all kinds of outdoor fun. He lives with his wife Mary and their dog Jenny. And even though the children are out of the house, Jeff still has lots of adventures with them (especially on skis and mountain bikes).

You can follow Jeff on his blog at JeffWalker.com, and get free training on marketing and launches at ProductLaunchFormula.com.

Customer reviews

5 star		73%
4 star		12%
3 star		7%
2 star		3%
1 star		5%

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Top reviews from the United States

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London

What a Ripoff!

Reviewed in the United States on December 23, 2018

Verified Purchase

This was horrible. Those people leaving good reviews must have never read a book before. The writing was elementary, but that didn’t bother me. What bothered me was his excessive usage of boring, over-inflated, gimmicky stories to fill in the silence. Any middle school kid with a smart phone could have provided all the information in the book and then more.
His ramblings were all about nothing. Completely useless and read more like a con than an expert with practical experience. All these gurus are simply making money off their gullible customers who believe their bull crap generic rags-to-riches stories. I’ve never written a review anywhere before but I had to do this to save the next sucker.

123 people found this helpful

Helpful

Dallin

Sales pitch for his course

Reviewed in the United States on December 11, 2018

Verified Purchase

Just to be super clear about what this book is for those about to buy - it’s a sales pitch for his online program. He follows the same formula he is hinting at (vaguely) in the book to sell you on his course and he even drops a healthy amount of links into the text to try and get you to go to his website.

You’ll learn a super high level overview of the sales process for selling an info product. What you won’t learn, are specifics like setting up a landing page, building an email list, picking an email provider etc.

This book will tell you just enough to want more on his website. It’s an outline. Seems to be going after people who are brand new to any type of business. The concepts were really elementary, but there’s a few nuggets.

It also could have been condensed into 2-3 pages, honestly. The whole thing felt super shady to me. Hard pass on the course after such a bait and switch experience. Releasing an entire book as a sales pitch... yikes.

107 people found this helpful

Helpful

thebudgetnista

It LAUNCHED me into an 8-figure/year business!

Reviewed in the United States on September 6, 2020

Verified Purchase

5 years ago I had an idea for a new business. An online school that taught women how to take their finances and lives to the next level, the Live Richer Academy.

By then, I already had a financial literacy firm, The Budgetnista, but I taught everything in person and I was worn out.

I had no idea how to introduce my new business to my audience, then a friend suggested I read, Launch.

Prior to that, I'd never heard of Jeff Walker.

Not only did I read Launch, but I also followed it to a T. I did every-single-step.

The results were amazing! Within the first thirty minutes of launching my school, I'd made $30,000. That was around what I used to make a year when I was a preschool teacher.

The week-long launch grossed me around $70,000. That was more money than I'd ever imagined.

About a year later, I decided to do another launch and felt like I didn't have to do all of the work as the one prior, so I skipped some steps...and it showed. That launch grossed $35k. Not bad, but I learned a valuable lesson: You get out what you but in.

With the 3rd launch, I dusted the book off again and did ALL of the steps. This time, I grossed around $250k during launch week!

The last launch I did about a year ago made, $560k in the launch week!

My online school is a monthly subscription, so the launches added tens of thousands of students into my Academy.

And I can proudly say that as of this year (2020), this former preschool teacher now runs an 8-figure/year business!

Launching is NOT easy. It's A LOT OF WORK. What I like about this book is that it lays out ALL of the work, step-by-step.

I've seen complaints in some reviews that the book is an upsell to his course. It didn't feel like that to me. And I've never bought anything else from the author.

If you're not sure how to share your new product or service with your audience, I highly suggest Launch. It helped to change the trajectory of my business and life.

I don't know Jeff personally, but I truly thank him.

34 people found this helpful

Helpful

Mike

You May Want To Launch Yourself Into Another Book

Reviewed in the United States on September 11, 2014

Verified Purchase

Well... I liked it, but... Let me start by saying that I don't review much, but I felt compelled to write on this one due to all of the five stars out there for Jeff Walker. I think there are a) either a lot of Jeff Walker zealots out there or b) there was some type of incentive to give Launch a 5-star review. A little background - I own a successful software company. We delve into all types of ventures -- I like the space and I'm intrigued by new ways to market our business. Everything from Pay Per Click (PPC) to Organic Search (SEO) to Email campaigns to Webinars to Blogs. We've done them all and continue to do so with success; however, we're learning every day. Jeff makes web marketing seem easy. You just connect the dots when it's time to make some money. Oh, btw, if it doesn't seem that easy to you sign up for Jeff's Product Launch Formula. This book is a soft sell for that product. If you finish this book and look back it's actually a step-by-step process of his outline for building authority, trust, suspense, etc. At the end I felt like I got played and just laughed to myself.

Having said that, Jeff has ideas that may work. I'm not sure I'd use them, but they may work. His general premise is to compile a good list and give the users good content. Some of it for free before you hit them with your offer. Get some feedback and tweak it. To do this there are some general steps to follow. I believe I read this in a prior review: Jeff glances over the part about creating a good list. What if you don't have a good list? Well, that's easy! Just start calling on your social media friends to subscribe to your offering! Way back in my day when I started selling we called this 'The Friends and Family Plan'. Did you ever have a friend come to you because they just started selling insurance? Yeah, it's like that. The thing is, I like my friends, or at least most of them. So, unless you have a good list you're starting in the hole. There is another option: Jeff does give you some ideas on creating your lists. I'm not sure this is the method I would follow, but it's there. Build your lists and come back to this book when you've built up a solid base.

I've read a ton of books on these types of subjects. Believe it or not, if you're into this type of marketing your may want to read the 4 Hour Work Week by Tim Ferris. It's the same idea, but I liked it better. Here's the other thing that I've learned along the way: You don't have to do all of this yourself. It literally took me years to figure this out. There are plenty of freelance sites out there that you can source literally every step of this process for real cheap, and you take on a management role saving yourself a ton of time with better results.

In short, I'm not saying I hated it. I'm merely saying that I most likely won't be using Jeff's ideas, nor will I be signing up for his Product Launch Formula.

Update -- It looks like anything but 5-star reviews are getting pushed down by quick one or two sentence reviews that add nothing. Something is definitely going on here... Buyer beware

975 people found this helpful

Helpful

Top reviews from other countries

Paul Simister

Where does great marketing stop and customer manipulation start?

Reviewed in the United Kingdom on June 26, 2014

Verified Purchase

In the mid to late 2000s, the cult of the Internet marketing gurus developed and this book's author was both a leading light and the source of the astonishing marketing theory that accelerated many of the others to fame and fortune.

Since then allegations that the product launch process was being abused as a way to bleed Internet newbies of their money has caused a number of these gurus to withdraw.

The book introduces you to the Product Launch Formula (PLF), which while drawing on old style direct marketing, brand building and the influence and persuasion tactics of Robert Cialdini is a brilliant innovation that can benefit new and old businesses, in both online and off-line markets.

You can see similarities between it and how Apple launch new products with little leaks, a big public launch announcement and then long queues outside the stores on launch day. Big Hollywood blockbuster films are similar. Think of how anticipation builds up into a crescendo for the latest James Bond film and how the news is everywhere and everyone is talking about the film, the girls, the cars and the gadgets.

The Product Launch Formula theory is so powerful and effective that it will force you to confront the issue of where great marketing stops and customer manipulation starts. For me, the difference depends on whether you are hoping to use these potentially astonishingly effective tactics to primarily help customers solve their frustrations or mainly to make more money for you and your business?

In my opinion, there's nothing wrong with you getting rich from genuinely helping others. Taking but not really giving back to customers is another matter.

The PLF ideas are both admired and hated in the "make money online" niche of Internet marketing. Another guru Dan Kennedy admits that only about 20% of the people who buy expensive training programs will do enough to recoup their money and only about 4% (20% of the 20%) will do really well. Basic human nature means the rest get sucked into buying hope and doing next to nothing about it. He spent years trying to improve the ratios but, in the end accepted them. The brutal truth is that there are doers and dreamers.

The dreamers buy the opportunity but they don't act on it.

Where does "buyer beware" end for responsible sellers? It's often said that many more business books are bought than read or acted upon but paying (and wasting) £10 for a book is very different from wasting 100 or more times that investment on training. It's a problem for tangible products too. An expensive garden barbecue grill may be sold through hard sell tactics and hardly ever used so the buyer wastes his money.

The PLF builds up anticipation, desire and want before a launch by pressing hard on emotional triggers told through a three part story and then forces the interested buyer to make a decision under time and/or quantity pressure. The choice is simple. Take advantage of this great opportunity now or miss out, potentially for ever.

The book tells the story of how Jeff used the idea to earn six figures (i.e. over $100,000) in seven days by selling a stock market newsletter and how, with him advising, another Internet guru used the process to create a million dollars of sales in just one 24 hour day. Since then it has gone on to many more successes in many different markets.

Used for good, it is terrific marketing but it can also be used for self enrichment at the expense of the customers.

It is not a simple, easy get rich quick scheme. Anyone who has gone through a big product launch will tell you that it's very demanding in logical and emotional energy.

In some senses, a business is a series of launches but experience has shown that businesses based on the pure PLF theory of now you see it, now you don't product launches are not as stable as businesses that launch a product, leave it available in the market and then launch another. A PLF business has a surge of revenue that quickly falls away and then another surge with the next all-important launch.

There is danger that, if your competitors are also using the PLF process, the entire market becomes numb and sceptical about everything going on. I feel that's been the situation with the make money online niche for some years.

The book is a very good introduction to the product launch process and it includes links to get more resources from the author's website. That's both good and bad since it tells you that the book doesn't have the entire detailed process. It will make some readers want to know everything. I disagree with some other reviews that I've read, this book is subtly selling and buyers of the more advanced and expensive products risk going into that 80/16/4% ratio.

For that reason, I've knocked a star off because it's a start rather than a definitive guide.

Should you read the book? Yes, as both a buyer and a selling, you should understand the product launch process. Should you take up some of the principles for your next launch? Yes. Should you watch other product launches and analyse the use of the tactics? Yes.

However, I am conflicted because I've seen the process used to manipulate people. Jeff Walker talks about ending hope marketing (where you design or build a product or service first and then hope it will sell) but in its place I've seen the process create too much hope buying as people are swept along by the drama and excitement of the launch.

This really is very powerful marketing voodoo but its strengths can be abused.

About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

70 people found this helpful

Chris

A very useful addition to the library

Reviewed in the United Kingdom on March 1, 2019

Verified Purchase

I've heard a lot about Jeff Walker's Product Launch Formula over the years and decided to bite the bullet and see what it's all about. Having read many books on internet marketing and the like, I was expecting another waffly egotistical installment from the internet 'Rah Rah' brigade. But I was pleasantly surprised at the quality content and common sense approach Jeff takes to his business and his teachings. If you're looking for a 'get rich quick on the internet in 30 seconds flat' then this book is not for you. However, if you want to learn proven strategies to build an internet based business through honest diligent hard work then this will certainly help you on your way.

I'll definitely be reading it again...

Chris Kent MSc
Author of "21st Century Marketing: What it is, why it matters, and how to do it"

8 people found this helpful

Antoine Ribordy

Ready. Aim. Launch.

Reviewed in the United Kingdom on March 26, 2016

Verified Purchase

Excellent book that takes you through the whole process of launching a product.

I have launched a product using Jeff's formula recently. Since I didn't try launching with and without the formula, I can't give a figure on the increased sales, but what I can say is that following a process gave me confidence and peace of mind during the launch.

And because you deliver value during your launch, the principle of reciprocity does encourage more sales so I've got good confidence that launch made a difference.

Launch is a pleasant and quick read and a book you can come back to every time you're launching a new product.

After reading the book, you won't be launching a product without the launch formula again.

I definitely recommend "Launch".

6 people found this helpful

J.F.Penn

Excellent book packed full of information whether you're just starting out or experienced

Reviewed in the United Kingdom on July 1, 2014

Verified Purchase

I've been running an business online for several years and ended up with 5 pages of notes on this book. It is fantastic value for money. There's in depth information about how to run a launch - from pre-pre-launch, through the launch to post launch aspects. There's some great info on email marketing, and the mental triggers that encourage people to trust you enough to purchase. I found myself coming up with lots of ideas for my own business as I read Jeff's words. There's also some good stuff on mindset and opportunity cost.
There are some stories that some may interpret as 'get rich quick' - but Jeff emphasises the importance of giving great value for free, of working to build to authority over the long term and the multi-6 figure launches are generally after years of work.

5 people found this helpful

Sean Flynn

Misleading. Basically designed to sell his Product Launch Formula on his website. Waste of money

Reviewed in the United Kingdom on June 3, 2016

Verified Purchase

Basically a book designed to sell his product launch formula. Constant references to "but with the PLF"... and "John, who used the PLF, earned $$$" without ever actually saying what this formula is or offering any insight into it. It's a smart way to get people to sign up for the PLF, but there is no actual hard practices offered at all. Very disappointing and very misleading book title.

12 people found this helpful

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