Jeff Walker, Product Launch Formula

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Jeff Walker, Product Launch Formula
Jeff Walker, Product Launch Formula
Birth Name Jeff Walker
Birth Date August 30, 1970 (1970-08-30) (age 46)
Residence U.S.
Nationality American
Occupation Internet Marketer, Copywriter
Specializations Copywriting, Sales
Earnings US$1.2 million (est. 2012)
Earnings (all-time) US$38 million
Years Active 15
IM Rich List #9

Jeff Walker is an American internet marketer and creator of the Product Launch Formula series of information products. His "formula" has garnered him much praise and many fans in the internet marketing community. He claims that his biggest launch to date made US$3.73 million and since its inception, clients and students have made over US$200 million with their own product launches. He credits this success to the wide applicability of doing product launches in many different markets and niches, such as board games, edible and medicinal plants, wooden doll carving and massage therapy.


Early Life

Walker earned a Degree in Business from Michigan State University. He started out internet marketing in 1996 when, as he puts it, he sent out his first email newsletter to 19 addresses - at the time his whole contact list. His first information product came about from his passion for the stock market, and was targeted at day traders and investors. Walker admits that the whole operation was run out of his basement on a bootstrap budget. His first list went on to attract over 80,000 subscribers.

Product Launch Idea

After a short time selling his information product to investors and experiencing some success, Walker had the seed of an idea for the product launch. His first launch netted US$1400 which he was over the moon with, and he kept on going, refining his product launch formula until he did a launch that grossed US$28,000 and another for US$106,000, and eventually US$1 million in one day.

As a result of this success Walker began teaching clients how to do their own product launches, and found his "Formula" was effective in many markets and niches. He has worked with many other top internet marketers like Frank Kern, John Reese and Mike Filsaime, helping them create their own successful product launches.

Product Launch Basics

Walker explains that the key to the Product Launch Formula is to turn the marketing into an event and create a buzz and anticipation around the launch. He advises opening a conversation with prospects, getting them involved and excited in the sales process (soft-sell), instead of the traditional hard-sell, sales-page approach which raises peoples' defense mechanisms. By doing this, he says, you can get valuable feedback and even suggestions about what the potential buyers would like to see inside the product to help them solve their problems. It is a great opportunity to handle objections and create dialogue, good will and rapport.

The "pre-launch" typically lasts 3 to 4 weeks and will involve the use of basic influence triggers like scarcity (limited quantity), social proof, commitment, consistency, and community. Throughout the process Walker recommends offering plenty of free content, videos, special pricing, bonuses and specials offers, which all help to get people to take action on launch day and buy the product or service.

Walker says the strength of this formula is the way it created a connection and builds a relationship with prospects before asking them to make a commitment to buying the product. It also makes your product stand out from the competition who are using the sales-page, hard-sell approach, where people feel disconnected or bored.

Personal Life

Walker enjoys mountain biking, skiing, playing guitar, white water rafting, hiking, and spending time with his kids. He supports the Denver Broncos, Colorado Rockies, Colorado Avalanche. His favourite books include Influence: The Psychology of Persuasion by Robert B. Cialdini & The Alchemist by Paulo Coelho. His favourite entrepreneurs and influences include Dan Kennedy, Frank Kern, John Reese, Yanik Silver, Tony Robbins.

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