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Launch: An Internet Millionaire's Secret Formula to Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams

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Launch will build your business—fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction. Think about it—what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in y Launch will build your business—fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction. Think about it—what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in your market that you all but eliminated your competition? And you could do all that no matter how humble your business or budget? Since 1996 Jeff Walker has been creating hugely successful online launches. After bootstrapping his first Internet business from his basement, he 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. Launch is the treasure map into that world—an almost secret world of digital entrepreneurs who create cash-on-demand paydays with their product launches and business launches. Whether you have an existing business, or you have a service-based business and want to develop your own products so you can leverage your time and your impact, or you’re still in the planning phase—this is how you start fast. This formula is how you engineer massive success. Now the question is this—are you going to start slow, and fade away from there? Or are you ready for a launch that will change the future of your business and your life?


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Launch will build your business—fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction. Think about it—what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in y Launch will build your business—fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction. Think about it—what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in your market that you all but eliminated your competition? And you could do all that no matter how humble your business or budget? Since 1996 Jeff Walker has been creating hugely successful online launches. After bootstrapping his first Internet business from his basement, he 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. Launch is the treasure map into that world—an almost secret world of digital entrepreneurs who create cash-on-demand paydays with their product launches and business launches. Whether you have an existing business, or you have a service-based business and want to develop your own products so you can leverage your time and your impact, or you’re still in the planning phase—this is how you start fast. This formula is how you engineer massive success. Now the question is this—are you going to start slow, and fade away from there? Or are you ready for a launch that will change the future of your business and your life?

30 review for Launch: An Internet Millionaire's Secret Formula to Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams

  1. 5 out of 5

    C. Hsiung

    Hype or Real? If you’re hoping to become an instant millionaire, you’re in for a rude awakening. You’re not going to become rich just by reading this book. The Proof is in the Pudding Okay, the book title tantalized and teased...so I bought Launch a few days before its release. Jeff Walker had already turned on his Internet marketing machinery long before the book was on the shelf. It started to drive sales using the methods he teaches. The fact that it climbed to the #1 spot in The NY Times Bestse Hype or Real? If you’re hoping to become an instant millionaire, you’re in for a rude awakening. You’re not going to become rich just by reading this book. The Proof is in the Pudding Okay, the book title tantalized and teased...so I bought Launch a few days before its release. Jeff Walker had already turned on his Internet marketing machinery long before the book was on the shelf. It started to drive sales using the methods he teaches. The fact that it climbed to the #1 spot in The NY Times Bestselling List within the first couple of weeks did not surprise me. What did I learn? For starters, there’s no shortcut to success. You have to work smart and work hard to succeed. Jeff Walker shows you how to promote your product, but you still have to get down in the trenches. And speaking of product, you need one to sell one—he’ll even give you ideas for that. I have to admit that I found it incredible what some people sell…and the same goes for what some people buy. The book entertains while you learn—success stories that keep you turning the pages. Jeff Walker’s methods are credible and doable if you are serious about starting an Internet business. After reading the book and watching him speak a few times on video, I believe him. He’s not the sleazy salesman or marketer who turns you off with his pitch. Conclusion Does the book give you the license to print money? NO. Go do the work and learn some marketing tricks along the way to promote your product or service. There’s no reason why you can’t have fun doing it. Read Launch, and get some actionable ideas.

  2. 5 out of 5

    Matti

    The book contains good instructions to online marketing in a mix of stories, theory and concrete examples. My key takeaways: - E-mail list is your biggest asset. Focus on list-building! - Get a rid of "hope marketing" or just hoping that your product sells. - Your market is conversation. Open a dialogue with your potential customers and learn from them. - Product launch is about creating value to your customers. Always exceed your customers' expectations. - Product launch is actually sequence of messa The book contains good instructions to online marketing in a mix of stories, theory and concrete examples. My key takeaways: - E-mail list is your biggest asset. Focus on list-building! - Get a rid of "hope marketing" or just hoping that your product sells. - Your market is conversation. Open a dialogue with your potential customers and learn from them. - Product launch is about creating value to your customers. Always exceed your customers' expectations. - Product launch is actually sequence of messages instead of single message. - Product launch contains multiple phases: prepre-launch, pre-launch, the launch, post-launch. - You need to tell a story. Stories are memorable. - Use mental triggers. - Define your avatar, create opt-in ethical bribe and use squeeze page. - Use sideways sales letter instead of sales letter. - Don't worry about giving away too much good stuff on pre-launch (reciprocity). - Sell them: Opportunity - Transform - Ownership experience - Be a living person and avoid corporate talk There are similarities to Lean Startup methodology.

  3. 4 out of 5

    Barnabas Piper

    This book was so bad as a book. Buried within it were some very practical online product launch tips, but most of it was a puff piece about how much money he mad and then selling subsidiary products and services. The good parts would have made up about 15-20 pages (a booklet worth buying!). The problem is that the whole thing was 10 times that long. It read like a get rich quick scheme with some practical wisdom lost in the garbage.

  4. 4 out of 5

    Isaac Samuel Miller

    Great book on selling and launching your brand. I learned a lot from this tome. I would recommend this book to all entrepreneurs. My main takeaways are the mental triggers that the author brilliantly discloses. Great read!

  5. 5 out of 5

    Janine Southard

    I'm torn on how I want to rate this book, so I'm holding off on the rating for now. On the one hand, the book comes off as super-smarmy. And also like he's using it as a book-long pitch to go sign up for his (multi-thousand dollar?) Product Launch Formula course. On the other hand, he really does have examples as checklists for how to have a launch in there. Back to the first hand, I'd probably have stopped reading this and called it "trashy used-car-salesman stuff" if I hadn't heard the author int I'm torn on how I want to rate this book, so I'm holding off on the rating for now. On the one hand, the book comes off as super-smarmy. And also like he's using it as a book-long pitch to go sign up for his (multi-thousand dollar?) Product Launch Formula course. On the other hand, he really does have examples as checklists for how to have a launch in there. Back to the first hand, I'd probably have stopped reading this and called it "trashy used-car-salesman stuff" if I hadn't heard the author interviewed on the Online Marketing Made Easy podcast. On that podcast he told two of the exact same stories/case-studies as are in this book. On the podcast, they sounded interesting, exciting, and like something I'd want to know more about. In the book, they sounded like unrealistic salesy stuff. So, I'm willing to believe the guy just writes like an unscrupulous smarm-monster. He's the first to admit (in that podcast) that he's not good at writing, which is why he prefers videos. (But maybe his editor or a ghost writer could have helped with the tone?) In order to decide if this is a great book smothered by unfortunate writing, or just a piece of grrr, I'm doing an experiment. I have a modest product launch coming up in October, and I'm going to use his system (with all the checklists in the book) to run it. If I do better, then I'm going to give this book 4 stars for content. If I do the same, I'm giving it 2. If I do worse than the last time I launched (e.g., losing mailing list subscribers), then he gets a 1 star. Sounds like a fair experiment to me! UPDATED: two stars. Sigh. I was so hopeful this method, at least as laid out in the book, would be successful.

  6. 4 out of 5

    Karol Gajda

    The subtitle of this book should be: "I built a business teaching people how to build businesses while I was learning to build a business teaching people stock trading, which I knew nothing about." Run-on sentence for absurdity. Now, I know the stuff Mr Walker talks about works. He has created a solid formula if you're launching products online. But this book is more sales letter than content. It's a lot of fluff. A lot of "this is what I'm going to teach you" and not enough actual teaching. It bo The subtitle of this book should be: "I built a business teaching people how to build businesses while I was learning to build a business teaching people stock trading, which I knew nothing about." Run-on sentence for absurdity. Now, I know the stuff Mr Walker talks about works. He has created a solid formula if you're launching products online. But this book is more sales letter than content. It's a lot of fluff. A lot of "this is what I'm going to teach you" and not enough actual teaching. It boils down to this: Launch by Jeff Walker is a not-so-sly way to get you into his expensive coaching, which he mentions often. Mr Walker built his first big business -- the business the tactics in Launch are based on -- teaching people stock trading. He was making so little money trading stocks at the time that he couldn't afford web hosting. Direct quote from the book: "In fact, back then I couldn't even afford to buy a domain name or web site hosting, so my site was hosted on a free server." He mentions how poor he was when starting this "how to make money in the stock market" business quite a few times, with pride. He didn't go so far as to say, "I never traded stocks in my life before teaching people how to trade stocks," but it was implied. (Lack of) Ethics are strong on this one.

  7. 5 out of 5

    Calvin

    I feel like this book could have been about 20% of its current length. The Product Launch Formula is fairly straight forward. It's a combination of email list building, good old fashioned direct-mail style copy writing, and a little bit about the psychology of how people surf the web. I'm not at all an expert at internet marketing, that's why I wanted to read the book. But I'll say that the nuts and bolts, as presented, rang true. There weren't any brilliant insights, but I didn't feel like call I feel like this book could have been about 20% of its current length. The Product Launch Formula is fairly straight forward. It's a combination of email list building, good old fashioned direct-mail style copy writing, and a little bit about the psychology of how people surf the web. I'm not at all an expert at internet marketing, that's why I wanted to read the book. But I'll say that the nuts and bolts, as presented, rang true. There weren't any brilliant insights, but I didn't feel like calling "B.S." on it either. The rest of the book seems to be half filled with stories of people making gazillions of dollars using his formula and half filled with Jeff Walker telling you over and over that the Product Launch Formula is not a "get rich quick" scheme. The book has its merits. It will help you think about how you should launch your internet business. But I felt like I could have condensed the meat of this book into about a dozen power point slides.

  8. 4 out of 5

    Ahmad hosseini

    This is a book about launching products, marketing, and growing businesses. Author introduces Product Launch Formula(PLF). PLF is a system to get your market to engaged with your product or business. In this approach, instead of relying on a single communication to make your point, you use a sequence of communications that build upon each other. PLF use a series of sequences – pre-prelaunch, the prelaunch, the launch, and the post-launch. This book is good for running and marketing small busines This is a book about launching products, marketing, and growing businesses. Author introduces Product Launch Formula(PLF). PLF is a system to get your market to engaged with your product or business. In this approach, instead of relying on a single communication to make your point, you use a sequence of communications that build upon each other. PLF use a series of sequences – pre-prelaunch, the prelaunch, the launch, and the post-launch. This book is good for running and marketing small businesses, not big companies.

  9. 5 out of 5

    J.F. Penn

    Lots of info for the newbie & the experienced internet entrepreneur. I came away with lots of notes and ideas - just ignore the over salesy bits and dig through to the gold. Lots of info for the newbie & the experienced internet entrepreneur. I came away with lots of notes and ideas - just ignore the over salesy bits and dig through to the gold.

  10. 4 out of 5

    Morgan

    A must-read for beginners. PLF is legit. This book could've been about half the length, though. Good exercise in speed reading. Aside from that, my highlighter got a decent amount of use, along with some notes.

  11. 4 out of 5

    C.A.

    While not exactly what I needed, this book did provide me with some great ideas and examples. I think if you have a service to market, however, you could do worse. His suggestions seem really simple and possible, but he at least admits to some failures and some duds. The tone is one of cheerleading, but he believes, so what else would he sound like. All in all, a good business book.

  12. 5 out of 5

    Ryan Rodriquez

    It takes an incredible amount of energy to thrust a space shuttle into the atmosphere. There is a lot of work to be done to get out of the Earth's atmosphere. However, once it has pushed through, it takes little effort to move about the galaxy. Not only that, there are infinite possibilities as to where you can go! When it comes to digitally marketing your business, Jeff Walker has refined a process he's labeled the Product Launch Formula. In his book "Launch", Jeff talks about the path he took t It takes an incredible amount of energy to thrust a space shuttle into the atmosphere. There is a lot of work to be done to get out of the Earth's atmosphere. However, once it has pushed through, it takes little effort to move about the galaxy. Not only that, there are infinite possibilities as to where you can go! When it comes to digitally marketing your business, Jeff Walker has refined a process he's labeled the Product Launch Formula. In his book "Launch", Jeff talks about the path he took to realize this formula. He also gives case studies as to how it worked for students of his. The earnings are unlimited, but you have to be willing to put in the work, just like anything in life. If you are looking to create a digital business or you already have one and are looking for a way to market it in the most effective manner, get this book! The process and strategy will change your world!

  13. 4 out of 5

    Bryn Marie

    This read too much like an infomercial for me to finish. And really, it doesn't apply to what I'm wanting to do. I read up to like page 40, then skimmed through sections I felt might have something different. Ultimately, the whole thing reads like a "get rich quick" scheme, even though right from the beginning it literally says that that's not what it is. lol. Just get yourself a real marketing book.

  14. 4 out of 5

    Elodie

    The book was good but it didn't meet my expectations, not for the price I paid anyway... First, the entire book had too much story-telling. Don't get me wrong, case studies are important and motivate you, but I don't want to read every case study in detail in every chapter. Also, I'm not interested to hear all the time how many people became millionaires. It's great that the formula brought so much success to people, but the reason I buy this book is not to read about them but for someone to tel The book was good but it didn't meet my expectations, not for the price I paid anyway... First, the entire book had too much story-telling. Don't get me wrong, case studies are important and motivate you, but I don't want to read every case study in detail in every chapter. Also, I'm not interested to hear all the time how many people became millionaires. It's great that the formula brought so much success to people, but the reason I buy this book is not to read about them but for someone to tell me how I should do it. I missed the charts, the bullet points, the graphics... everything that should be included in a non-fiction book to an extend (I found a summary of the book on google I understood better than the book itself because the whole story-telling of other people's success distracted me from the main topic). Second, Jeff repeats all the time that you should ask questions in your emails so people get caught up in a conversation with you, but e.g. for my business (I'm a romance author) it's not that easy. I'm not solving problems with my products, I'm not selling things people need. I'm selling stories I create myself, not the readers (no matter how much I include them in the writing process). I can ask them what they like or didn't like after a launch, or about other books/authors, but it won't have an impact on the stories I sell (and even if it does, I couldn't change it anymore during the launch). Also, coaching & trainings always provide good income but not everyone is interested in doing this. Anyway, I learned a few things from the book so it was definitely helpful, but it's too general to use it for every business and every person there is in the world.

  15. 4 out of 5

    Graham Downs

    This book was recommended to me by one of my "authorpreneur" friends, in the context of making a business as a writer. It's not half-bad. All of the tactics in the book resonated with me, from building an e-mail list, to giving away lots of free value, through the pre-pre-launch, pre-launch and launch processes. I will definitely be trying some of these techniques for my next book launch. My only concern is that the book comes across as quite "over-the-top", particularly in the case studies and an This book was recommended to me by one of my "authorpreneur" friends, in the context of making a business as a writer. It's not half-bad. All of the tactics in the book resonated with me, from building an e-mail list, to giving away lots of free value, through the pre-pre-launch, pre-launch and launch processes. I will definitely be trying some of these techniques for my next book launch. My only concern is that the book comes across as quite "over-the-top", particularly in the case studies and anecdotes, where people achieved millions of dollars in sales over a period of a few days, yada yada yada. Granted, the author does make a point of continually reminding people that you can't expect those kinds of results with your first launch, but it still feels very "evangelical". I mentioned a while back, when I reviewed God for Today, that although I am a Christian, I seldom read Christian books. Well, it's kind of the same reason that I seldom read business and marketing books. Still, the Product Launch Formula seems quite sound, and I think it's definitely the way we'll all be doing product and business launches in the 21st century.

  16. 5 out of 5

    DeBora Rachelle

    Purchased this book in paperback, then went back and bought it in audio to reread it to make sure I didn’t miss any points. This strategy should be tried by everyone wishing to launch a product.

  17. 4 out of 5

    Donnovan Simon

    Good work by Jeff. There is always value in hearing from someone who has done it. Many of the elements of Jeff's model make tons of sense and will provide desired results. I like the fact that he is realistic about the key elements to business success e.g. having a great product. You cannot but respect that he is not trying to lure you into thinking that everyone and every product will be a hit. With the increasing use of the internet to drive product success, it may be useful to add another lay Good work by Jeff. There is always value in hearing from someone who has done it. Many of the elements of Jeff's model make tons of sense and will provide desired results. I like the fact that he is realistic about the key elements to business success e.g. having a great product. You cannot but respect that he is not trying to lure you into thinking that everyone and every product will be a hit. With the increasing use of the internet to drive product success, it may be useful to add another layer of realism to the model, that of teasers (from the client side). Those are people who will take initial steps but never go further and I think with the fact that so many people are doing as Jeff is (internet launches and list building), the effectiveness of the model is likely to diminish with time. No doubt more refinement will be required to combat the spam tolerance levels as well as the saturation that comes from more people seeking to exploit their lists. Overall, a lot of great ideas, and anyone who reads the book will find enough value to drive their good product to reasonable success.

  18. 4 out of 5

    Stephanie

    This is why I don’t read business books. I had to read this one for work, and the experience was like reliving the time I was a writing tutor in college, helping business and seminary students (re)write their papers. Nearly every paper had so much fluff and repetition that I began to pity college professors, or whoever else ended up grading those papers. I’m halfway embarrassed to even include it among the books I’ve read, although I can see how this book/author could be perfect for a different a This is why I don’t read business books. I had to read this one for work, and the experience was like reliving the time I was a writing tutor in college, helping business and seminary students (re)write their papers. Nearly every paper had so much fluff and repetition that I began to pity college professors, or whoever else ended up grading those papers. I’m halfway embarrassed to even include it among the books I’ve read, although I can see how this book/author could be perfect for a different audience. A handful of the ideas were interesting and useful, and I considered giving the book 3 stars for that reason. But I have too strong of a distaste for fluff, sales talk, and clichés like “live the life of your dreams.” Also, I wasn’t sure how many of the ideas were originally the author’s, since they resembled material from long-standing authors like Seth Godin. Maybe it’s a zeitgeist thing. Or maybe the author should’ve included a list of sources he’s used as inspiration. Anyway, he’s clearly found readers who connect with his style - I’m just not one of them.

  19. 4 out of 5

    Sasha

    I am glad that I read this book. It reads mildly like an infomercial at times, especially at the beginning. But don't let that put you off. (That sort of thing is generally a big turnoff for me, but I found it tolerable, with some skipping.) What's contained inside is still extremely useful, and can be adapted to a number of different purposes, with some imagination. If you're launching a product or business (or both), this book may give you many useful ideas, even if you don't follow what he la I am glad that I read this book. It reads mildly like an infomercial at times, especially at the beginning. But don't let that put you off. (That sort of thing is generally a big turnoff for me, but I found it tolerable, with some skipping.) What's contained inside is still extremely useful, and can be adapted to a number of different purposes, with some imagination. If you're launching a product or business (or both), this book may give you many useful ideas, even if you don't follow what he lays out in every detail. Note that, especially if you aren't marketing exactly the type of product he's primarily writing for (selling information over the internet, such as in the form of video classes), you'll really want to keep your thinking cap on as you read, brainstorm and take notes. This isn't information you can absorb passively and then apply--you'll have to keep thinking on how this can be adapted for your particular situation.

  20. 4 out of 5

    Barbara (The Bibliophage)

    I know quite a few people who have successfully implemented Jeff Walker's Product Launch Formula, so I was looking forward to understanding the secrets behind the process. I think the book lays the PLF process out clearly enough that you could put it into place with just this knowledge. However, you will need some understanding of technology and general marketing principles. There's also a lot of solid advice on entrepreneurship and creating a life you love. Good balance between specifics and ge I know quite a few people who have successfully implemented Jeff Walker's Product Launch Formula, so I was looking forward to understanding the secrets behind the process. I think the book lays the PLF process out clearly enough that you could put it into place with just this knowledge. However, you will need some understanding of technology and general marketing principles. There's also a lot of solid advice on entrepreneurship and creating a life you love. Good balance between specifics and general advice.

  21. 4 out of 5

    Kitty Bucholtz

    I really enjoyed this book! I've got a *bunch* of pages dogeared so I can come back and make my own list of things to do before my next launch. Jeff's writing style is like his speaking style in his videos - very engaging, transparent, honest, and helpful. I would recommend this to any writer looking to make their next book launch better (like me) and to anyone else who owns their own business and wants to share the news of their new products and services. Really helpful information!

  22. 4 out of 5

    Jeff Stanger

    I spent most of the book thinking I was going to be pitched his online courses the very next chapter. When I wasn't, I was pleasantly surprised and a little disappointed in myself for being so cynical. Lots of great resources and links to additional bonuses as well.

  23. 5 out of 5

    Lui

    Jeff Walker is an inspirational and humble person. He has written an easy to read and easy to understand manual on the PLF (Product Launch Formula). The inspirational success stories bring this book to life. Enjoyed it and will put his teachings to good use.

  24. 5 out of 5

    Laura

    I found it to be an interesting and fairly easy read. I enjoyed the case studies and even if there were things I already knew, it was a good reminder to put them into practice. Although I have not made my million yet, or even my hundred thousand. Good ways to begin again.

  25. 5 out of 5

    Bonnie Zink

    Great read, but I wish it went a bit deeper into the process and was a little less heavy on the " you can do it" stuff.

  26. 4 out of 5

    Connie Cockrell

    A good description of a process to sell your products on-line in a non-sleazy way. The chapters are straight forward and simple to understand. I'm willing to give this process a chance.

  27. 5 out of 5

    Jade Handy

    In my second reading and building my first campaign now.

  28. 5 out of 5

    Jeremy Rinkel

    Interesting read. Step-by-step formula on how to launch a product, book or website. Now I just have to sit down and plan.

  29. 4 out of 5

    Mighty Rasing

    I'm a new author about to launch two books. Launch by Jeff Walker gave me so many ideas on how to launch my book! \m/

  30. 4 out of 5

    Nick Arkesteyn

    Another great piece to the puzzle

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