Nowadays, it`s very common, for every marketing Guru to teach its own funnel/formula, that make them millions in sales.

Some of them:

*Digital Marketer Custom Value Optimization: Content - Lead Magnet - TripWire - CoreOffer - Profit Maximizer
*Ryan Levesque Ask Method
*Todd Brown Descending Funnel

But the father of them, and mostly the father of all the direct marketing web is: Jeff Walker.

He invented the first funnel of all: The product Launch Formula.

This formula has been successful since the mid 2000, and is maybe the most common funnel in the whole web.

So my idea is to review it, and explain the main concepts.

What is the product launch formula?

Product Launch Formula (PLF) is a Step-by-Step Guide for entrepreneurs who want to launch their product online in most effective and successful way. PLF was designed by Jeff Walker who is well established online marketing coach for the last 20 years. Jeff Walker believes that he can help anyone achieve their goals by creating successful online business.

Core Elements

Jeff Walker’s primary focus in PLF is on pre-launch stage where you will have to deliver really good content to your audience. Pre-launch Content (PLC) is called: “Sideway Sales Letter” which is a series of 3 videos rich in very powerful content preparing your customers to buy a product:

PLC 1 – Talks about passion, things people want in life the most, their desire to do something exciting
PLC 2 – Transformation – how these dreams can become a reality. Includes a series of case studies
PLC 3 – Ownership experience – what is it like to be financially free and enjoy your freedom. Includes more case studies

Pre-launch content is very important as it suppose to establish these key “Mental Triggers” in your customers:

Authority – You deliver a powerful message in yor videos building an authority
Anticipation – Your customers want to hear more about this product and how it can help achieve their goals
Conversation – Your customers start talking to other people about your product and how good it is
Social Proof – Your customers talk to other people and find common points creating a buzz for this product
Community – Your customers talk in groups about this product which builds more authority
These are only few mental triggers, there are total 20 which PLF talks about. Pre-launch stage is a key element as it gets the audience ready to buy your product and creates anticipation when the product actually launches.

Other Types of Launches in PLF

*Jeff Walker also talks about JV Launch which is promoting your product to other people’s mailing list. You will learn how to get buyers mailing list where people have proven track record of buying products.
*Another type of launch is called: Launch Stalking which is essentially leveraging from one launch to the next launch, promoting to the same mailing list. This certainly requires to have a very good product which would establish your credibility and will allow you further promote to the same list.
*Seed Launch – when you have no business and have no idea where to start Jeff Walker will give you good ideas on the starting point.

Who is PLF For?

Jeff Walker outlines 3 categories of people who can successfully use PLF:

*People who already have an online business but want to take it to a higher level. PLF can be used to launch new promotions, create new bonuses, basically re-launch business again.
*For people who have service based business where they help others, for example: practitioners, accountants, plumbers etc.. For this category the only natural growth is by working more hours, however PLF can help launch an online product which will create powerful residual online income.
*People who don’t have any business and don’t even have any business idea. This is where Seed Launch comes in the picture.

Is Product Launch Formula For Everyone?

Here is what you really need to know: If you are just starting out online I would not recommend PLF as you will find it completely overwhelming.

To understand better PLF is more for people who fall in these 3 categories:

*People who have a business and want to take it a step further
*People who have idea in mind but need a full fledged solution on how to launch their idea
*People who understand online marketing concepts and want to launch their own product but don’t have any idea on what product to launch

Another key element of PLF is that Jeff Walker uses Email List to promote products to. He teaches you how to build your list through social networks or how to buy a list from reputable places. He believes that you should not heavily rely on social media or SEO to promote your product as they can shut you down any moment. Email list that you build is an asset which you own and can promote to any time.

This is absolutely true and Email Marketing is super powerful, however this is specific approach Jeff Walker uses. If you build your blog focusing on good clear content then SEO is the most powerful source of Free traffic that you don’t have to pay for.

Email list also has disadvantages when there are not many buyers and it simply saturates. You need to keep on building new list all the time.

If you want to see this funnel in action, I suggest you entering his web:

http://productlaunchformula.com/

Where you can see the funnel in action, where he actually uses to sell you the training.