Book Title: Launch
Author: Jeff Walker
Publisher: Morgan James Publishing
ISBN: 978-1-63047-017-3 (paperback)
Number of Pages: 189
Year Published: 2014
Launch is a book that prides itself as an Internet Millionaire’s secret formula to sell almost anything online, build a business you love, and live the life of your dreams; and I dare say that the book delivers on its promise. Packed with real life examples and practical illustrations, the book expounds on The Product Launch Formula®, a business process created by Jeff Walker. According to the author, “The Product Launch Formula® is a system to get your target market so engaged with your product (or business) that they almost beg you to sell it to them. And this all happens before you even release the product.” The Product Launch Formula® (abbreviated as PLF) is a sharp contrast to the conventional system adopted by many would-be entrepreneurs who create their product and hope that it sells. Drawing on his 18 years experience as an Internet Marketer, the author presents a system with which he and many other entrepreneurs, most of whom are his clients, have introduced products into the market and launched successful businesses.
The book provides principles and strategies which entrepreneurs can apply to either start a business from scratch or expand an existing business while leveraging their time and impact. Unlike conventional business books, Launch is a heart-based message with down-to-earth insights and usable step-by-step advice that can help online entrepreneurs increase their impact, help more clients and make bigger income doing so; all within the context of doing what they love. The central message of the book is about creating massive value and communicating that value to the target market through strategic sequences of telling stories and activating some mental triggers which have been proven to exert massive influence over human actions. The author identifies nine of his favourite mental triggers as:
- Events and Ritual
- Social Proof
The Product Launch Formula® is about activating those mental triggers both sequentially and synergistically as you tell an engaging story about your products and services and why they matter to your prospect. The primary sequences through which you achieve this are:
- Pre-Prelaunch: This is where you start building anticipation among your most loyal fans. The pre-prelaunch is also used to judge the market’s receptivity to your offer, figure out some of the primary objections your prospects will have, and tweak your final offer.
- Prelaunch: This is the heart and soul of your sequencing where you gradually romance your market with high-value Prelaunch Content.
- Launch: This is the day you actually release your product or service and start taking orders.
- Post-launch: This is the clean-up sequence where you follow up not only with your new clients but also the prospects who didn’t buy from you.
If you need a blueprint for turning your passion into a profitable business that frees you from the conventional lifestyle and affords you the security and flexibility to live your ideal life, then Launch is the book for you. I love the way Christian Mickelson puts it, “This book isn’t just for people who want to make a lot of money in their businesses really fast. This is for people who want to live their best life, doing what they were born to do, and serving the world.” Launch is a book for anyone that wants to make a bigger impact along with a much bigger income.