Product Launch Checklist

I’m going to give you a very simple product launch checklist that I’ve used with enormous success. It’s AWESOME. And, it’s a gift. Nothing for sale here, OK?

But, before I spill the beans… I want to tell you about my first experience with Jeff Walker.

It was 4 years ago. Jeff was promoting Product Launch Formula and I was watching it all very closely. I almost bought the product… but decided not to pull the trigger.

I was afraid. I was scared. “Too much money…!” went through my brain again and again. (Fear is the mind killer!)

The truth is that I definitely had enough money but I just didn’t have the courage to make the investment. I let fear kick my ass.

So, I missed the offer. But then… Jeff re-opened the cart!

OK, so my initial reaction was “Yippee! I really am ready to INVEST NOW!” but my logical brain triggered some ANGER.  You see, I felt like Jeff pulled a quick one… I thought the offer was actually closed. It was bologna that it was opening again.

I thought: FALSE SCARCITY.

At first, I was going to let it go… but then, I’m like… this is unfair. This is crap!

So, I wrote a note to Jeff. I wrote 5-6 very long paragraphs about how I wanted to invest in Product Launch Formula but that I didn’t pull the trigger and missed the deadline, but that I was very disappointed with the false scarcity.  (I was steaming mad by the end!)

I knew that Jeff would NEVER write back.  “This multi-million dollar guru will NOT write me back…” But, at least I felt better, right?

Then, something shocking happened. Seriously, this blew my socks right off.

…

JEFF WALKER WROTE ME BACK.

…

It was not some lame boilerplate response… it wasn’t just a few words… it wasn’t just 1-2 sentences. Jeff wrote back a very long, logical and clear response to every single thing I brought up. Quite literally, my jaw dropped.

I won’t go into all the details but I was tell you two important things:

1. There was no “false scarcity” at all. There were some refunds and credit card declines so there was room in the PLF training program. This was a good reason for the cart re-open and it was totally, 100% ethical. Sure, it gave Jeff a reason to make more money, but it was not a “fake” re-open just to extract more cash. It’s bigger and more strategic than that. (There’s a big mini-lesson here for anyone paying attention to this strategy; huge value here!)
2. I bought Product Launch Formula after reading Jeff’s long, from-the-heart note to me. The investment still made me a little nervous because it was the biggest money I ever spent online. However, I can honestly say that Jeff’s PLF training program has helped me more than any other marketing training program… EVER. Yes, that includes great content from folks like Gary Halbert, Dan Kennedy, Frank Kern and others. I can’t give a perfect estimate, but I know that it’s responsible for over $100,000 in additional sales in my business… probably much more.

And, here’s something else…

In 2010 I did a bunch of work for Jeff Walker behind the scenes. I can’t go into the details out of respect for Jeff’s business and because of a non-disclosure agreement (NDA) that I signed. But, I was behind-the-scenes for more than 8 months and it was an amazing experience… mostly because Jeff is the “real deal” … down-to-Earth, sincere and absolutely focused on customer success.

OK, so I’m telling you this because it’s a story you cannot hear from anyone else… it’s my story about Jeff. But, now YOU understand my experience and you know that Product Launch Formula is amazing… and that Jeff can transform your life. He’s a class act.

But, enough about me –!

Now, let’s talk about how I can help you with my Product Launch Checklist.

Big Fat Disclaimer: This is about reducing mistakes, not transforming chicken poop into gold eagle coins.

Here we go:

• What’s the goal for your launch? What do you expect? Specifically: when your launch is over how much money do you expect, how much will your list grow, and what do you want? Write these goals down before your launch. Be specific. Be able to measure your success.
• What’s your timeline for the prelaunch, launch and post launch? What are the dates of the launch content being distributed? When does the cart go live? When do you reach out to your list? When do you reach out to JVs and affiliates, if you’re doing a big launch? Again, be very specific. Get a calendar out and write down the dates, with actions required and who is responsible, if you have a team.
• Who is your ideal customer? As Eben Pagan and Jeff Walker would ask: Who is your avatar? Specifically: Write out a clear description of your customer in terms of annual income, age, gender, habits, hobbies, appearance, and more. Have this person clear in your mind. If your “avatar” was sitting at your kitchen table… what would they look like and what would you say? What words and phrases matter? What would get them excited? What keeps them up at night?
• What is your main hook? What is your core offer? Be specific about the hook… what is the one thing that will grab attention and keep your prospects engaged, thrilled and otherwise mesmerized? Be specific about the offer… what are you going to be selling? What is the content? What is the format? What is delivery timeline? What is the name of the product? What are the bonuses?

Wow… right?

There are no less than 35 questions above! Simply take those questions… and start answering them. Start to dig into this Product Launch Checklist.

Then, launch! Enjoy the money, list building and expert status. Explode in your market. Get the power and respect you deserve.

OK, here’s what you need to do next… to burn this into your brain… take action! In the comments below tell me about how YOU are going to use the Product Launch Checklist.

Tell me what you think… and specifically, share your story!

Tagged as: Jeff Walker, product launch checklist, product launch formula