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About the book “Launch”

Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams by Jeff Walker is a comprehensive guide to launching a product or business online. Based on the author’s own experiences and successes, the book lays out a step-by-step process for building a successful online launch strategy.

The book is structured around the Product Launch Formula (PLF), a process that Walker developed and refined over years of trial and error. The PLF consists of four phases: pre-launch, launch, post-launch, and evergreen. Each phase is designed to build momentum and excitement around the launch, and to generate maximum sales and impact.


  • The pre-launch phase is all about building anticipation and buzz for the upcoming launch. Walker argues that this phase is critical to the success of the launch, and he provides a variety of techniques for building buzz, creating a sense of urgency, and positioning the product effectively. He also emphasizes the importance of building an email list and cultivating a relationship with potential customers in advance of the launch.
  • The launch phase is when the product is finally unveiled to the world. Walker lays out a variety of tactics for generating sales, including the use of scarcity, bonuses, and social proof. He also provides guidance on how to structure a launch for maximum impact, including the use of webinars, videos, email sequences, and more.
  • The post-launch phase is about capitalizing on the momentum generated by the launch and keeping the sales coming in. Walker provides several strategies for follow-up marketing, including upselling, cross-selling, and creating a sense of community around the product.
  • The evergreen phase is about turning the product into a long-term, sustainable business. Walker provides guidance on how to create a marketing funnel that will continue to generate sales over time, and how to use data and analytics to optimize and refine the marketing strategy over time.

Throughout the book, Walker emphasizes the importance of creating a connection with your audience and building a relationship of trust and authority. He provides practical advice on how to create content that resonates with your target audience, how to position yourself as an expert in your field, and how to use social media and other online platforms to build your brand and drive sales.

Key themes of the book

One of the key themes of the book is the idea that launching a product online is not just about making money – it is also about creating value for your customers and having a positive impact on the world. Walker argues that by focusing on creating value and solving real problems for your customers, you will naturally attract a loyal following and generate sustainable growth over time.

Another important concept in the book is the idea of the “sideways sales letter”. This refers to the idea that the launch process is not just about writing a sales page or creating a sales video – it is about telling a compelling story that engages your audience and builds excitement around the product. Walker provides several examples of successful launch videos and webinars, and he provides guidance on how to create a story that will resonate with your audience and drive sales.

In conclusion

Overall, Launch is a comprehensive guide to launching a product or business online. Walker’s writing is clear, concise, and engaging, and he provides numerous examples and case studies to illustrate his points. Whether you are an entrepreneur looking to build a business, a marketer looking to improve your skills, or simply a curious reader interested in the world of online business and marketing, Launch is a book that is well worth reading.