Launch
by Jeff Walker
The Product Launch Formula: a sequence of pre-launch content (opportunity, transformation, ownership) that builds anticipation before the cart opens, then a short, deadline-driven open period. Walker invented much of modern online launching and the sequence is repeatable.
Read it if…
you want to launch a digital product with a built-in audience sequence.
Skip it if…
you sell continuously; this is event-based.
Three things you will actually use
- Anticipation is manufactured in sequence.
- Deadlines create decisions.
- A launch is a conversation, not an announcement.
Do this first
Map a three-video pre-launch sequence for your next offer before you build the sales page.
Our verdict
The launch sequence, from its inventor.
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