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The Product Launch Formula (PLF) is a strategy popularized by Jeff Walker, designed to create anticipation and drive sales using a series of structured content releases—especially video.
Core Phases of the PLF:
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Pre-Prelaunch (Build Audience & Interest)
- Start engaging your target audience by identifying their pain points.
- Create a lead magnet (free PDF, webinar, challenge) to build an email list.
- Use social media, paid ads, and organic content to warm up your audience.
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Prelaunch (The Video Sequence)
- Release a 3-part video series (or blog posts/livestreams) to educate, engage, and create demand.
- Video 1: Opportunity & Transformation – Explain the big idea behind your product, its potential, and why it matters.
- Video 2: Objections & Social Proof – Address doubts, show case studies/testimonials.
- Video 3: The Blueprint & Next Steps – Teach key insights, hint at the upcoming launch.
- Encourage comments, shares, and community discussion.
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Launch (Offer & Call to Action)
- Release a final video (sales video or webinar) that clearly presents the offer.
- Use scarcity tactics (limited spots, early-bird pricing, bonuses).
- Have an email sequence supporting the launch with urgency-based messaging.
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Post-Launch (Cart Close & Evergreen)
- Keep promoting via follow-ups, answering objections.
- Offer last-chance deals before the cart closes.
- Optionally transition into an evergreen funnel (on-demand videos, automated email sequences).
Video Tactics on Launch Day
- Go live (YouTube, Instagram, LinkedIn) to answer last-minute questions.
- Release an official launch video with testimonials and a direct CTA.
- Send out an email with a video message reinforcing urgency.
- Run retargeting ads with clips from your prelaunch videos.
This formula has been used for coaching programs, software launches, courses, and physical products, making it a proven way to go-to-market by building excitement and convert sales.
