PDF Summary:Launch, by Jeff Walker

In the digital age, when nearly anyone can start a business online, how do you stand out? In Launch, marketing expert Jeff Walker offers a product launch strategy that will help you market and sell a product with little to no start-up costs. By focusing on giving value and building customer engagement, you can create a business that grants you flexibility, autonomy, and immediate profits.

In this guide, we’ll discuss how the Internet has changed the marketing game and how you can adapt to—and take advantage of—this new landscape to quickly and successfully grow your business. Then, we’ll discover how you can attract interested buyers with little more than an email list, even before you have a product to sell. Along the way, we’ll draw on insights from the field of psychology to show why Walker’s strategy works and compare his book with those of other experts, such as Seth Godin’s All Marketers are Liars and Ryan Holiday’s Perennial Seller.

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Now that we understand how to acquire a list, how can we grow it? In other words, how do we get more people to see our squeeze page? Walker suggests three methods of promoting traffic to your page: organic traffic, social media, and paid advertising.

1) Organic Traffic—Drive traffic to your page by getting your website to appear higher up in the search engine’s results. This increases the likelihood that people will come across your page.

(Shortform note: But how do you get to the top of Google’s search results? The process is called search engine optimization (SEO), which involves improving your site’s ranking through various techniques such as putting keywords in your title tag or improving the speed at which your site loads. Learning to apply good SEO practices is important to getting natural traffic, since only 0.63% of Google users click on a result beyond the first page.)

2) Social Media—Use social media as a tool to draw attention and direct people to your email list. By social media, Walker’s referring to platforms that allow people to connect, follow, and share content like Facebook. He explains that there are advantages and disadvantages to using social media for your product launch:

Advantages: Social media platforms make it easy for people with similar interests and desires to gather together. This, in turn, makes it easier for you to discover and interact with these communities.

Disadvantages: Unlike email, Walker argues that social media platforms lack stability and risk falling into disuse. He adds that since you don’t own the platform, your accounts can get shut down for arbitrary reasons. Ultimately, Walker suggests using social media to channel people to your email list and to spread awareness of your product but cautions against relying on it solely to market your product.

(Shortform note: Research supports Walker’s caution against only using social media to market your product, finding that social channels result in significantly lower conversion rates than email. However, you can use social media to aid your launch. Experts recommend you use hashtags to make it easy for people to get involved and suggest you decide on a single one that is unique, memorable, and clear.)

3) Paid Advertising—Use paid advertising to drive more people to your landing page and email list. In digital marketing, this involves spending money to display your promotions on relevant platforms so that more people can discover your brand, such as Google Ads. Walker says you should approach paid advertising differently depending on who you’re targeting: those already familiar with you (warm traffic) versus those unfamiliar with you (cold traffic).

For cold traffic, use paid ads to convert them into warm traffic by guiding them to your opt-in page. For warm traffic, focus your paid advertising later on in your launch process to encourage your prospects to purchase your product.

Ad Blockers and Banner Blindness

Walker suggests using paid ads to promote your launch, but how can you be sure that your ads are effective? According to a 2022 study, 42.7% of people worldwide use ad blockers. These tools remove ad content from web browsers, which can pose a problem when you’re trying to get paid traffic for your launch. Many people state, however, that they are fine with ads as long as they aren’t annoying or disruptive.

Yet, another problem remains—when people aren’t blocking ads, they’re ignoring them. With advertisements populating practically every corner of the Internet, many users experience “banner blindness,” which means that people subconsciously ignore parts of a page that seem like they could be ads based on factors such as location and appearance. To avoid this, experts suggest creating visually-unique designs, having a clear and attractive message, or adding interactive features.

Stage 2: Gauge Interest

Once you’ve accumulated an email list, start bringing your product to the attention of your email subscribers. In this step, gauge whether you’ve got a successful product worth launching by soliciting engagement from your followers. For instance, if you’re planning to sell a 30-day yoga challenge, it’s time to start alerting your list about it.

Send a simple email to your followers telling them about the product you’re planning to launch. Walker suggests directly asking for feedback and questions through a survey with questions like: “What is the biggest thing you want to get out of a yoga challenge?” Take note of their receptivity to your offer, as well as any objections. By asking your prospective customers what they’re looking for, you can modify your product to meet their needs and increase their interest in buying. You’re re-engaging your loyal followers and kindling relationships with new ones.

(Shortform note: In addition to surveying your prospective customers online, Rob Fitzpatrick in The Mom Test advises you to seek out informal conversations with potential customers at locations they might frequent to gauge their receptivity to your product. For example, visit a park if your product’s related to health and wellness. Then, decide on three things you want to learn from your customers so you can ask direct and specific questions.)

Just like a sneak peek of a movie “coming to theaters,” announcing a product that’s not yet available sets off that first spark of anticipation. However, Walker advises you not to mention anything about sales at this stage. You might think of it like fishing—you wouldn’t want to start reeling in the line before the fish has approached the bait.

Afterwards, write another email thanking people for their input and providing a progress update. Maintaining steady communication with your list ensures you’re more frequently at the front of their minds.

(Shortform note: Walker suggests having frequent communication with your subscribers, but how much is too much? In a 2015 study about how marketers could improve their email approach, 43.9% of respondents wished businesses emailed less frequently. To avoid this, provide high-value content as Walker advocates and personalize your emails to make them more appealing to your subscribers.)

Stage 3: Build Anticipation

After you’ve introduced your followers to your offer, send three pieces of marketing content to your email list to build anticipation for your product and convince them to buy.

Walker explains that this approach is more effective than emailing a traditional sales letter to your list (which is usually a single piece of persuasive content) because people are drawn to sequences and stories. By releasing a series of content, you’re communicating with your target audience more than with a single letter, generating excitement and a narrative that keeps your audience engaged.

Walker suggests you space these marketing pieces over the course of five to twelve days. The content format doesn’t matter—it could be an email, podcast, video, or even livestream broadcasts—so long as it’s high-quality.

(Shortform note: There’s ample psychological reasoning behind Walker’s claim that a series of messages work better than a single one. According to experts, sequences help us determine what to pay attention to. People are flooded with so much information daily that it’s hard to figure out what we should pay attention to and what we should ignore. The more people see something, the more they pay attention to it. When you divide your marketing content into three sequential pieces as Walker advises, you’re increasing the chances that people notice your product.)

Offer Value With Three Content Pieces

In your three marketing pieces, Walker recommends you give your target market the answers to three questions: Why they should buy your product, what your product is, and how it will benefit them.

Piece #1: The Reason—“Why”

In your first piece, capture your follower’s attention and give them a reason to care about your product.

The first “Why” question you need to answer is “Why should I care?” Walker suggests promoting your product as an opportunity for change or betterment. For example, if your product is a series of virtual tutorials on how to longboard dance, focus on how your tips and tricks will transform people into stylish skaters within a short period of time.

(Shortform note: In The Personal MBA, Josh Kaufman agrees with Walker’s claim that people are interested in products that provide change or growth. However, he adds that there are four additional needs people try to meet when making purchases: to feel safe, minimize effort, connect with others, and feel good about themselves. To show why customers should care about your product, consider being more specific by highlighting these other needs. For example, your longboard lessons could satisfy someone’s need for social belonging and improve self-esteem.)

The second “Why” question is “Why should I listen to you?” As Walker points out, people tend to listen to those with authority—people are more likely to sign up for a workshop run by an experienced professional rather than a beginner. With the longboarding example, you’d want to share how you’d been skating for over 15 years and how you’d won several longboard dancing competitions.

(Shortform note: When showcasing your authority to potential customers, be careful not to distance yourself from them too much in status, so that they find it hard to relate to you. To increase relatability, experts suggest you lean into emotion and tell a narrative—share your flaws and the challenges you've overcome, especially those that your audience may be facing. When your prospects feel like you share their experiences, they’re more likely to listen to you and think that your product is relevant to them.)

Walker recommends you not only reveal your new product, but also share part of the content for free. To continue the example, you could provide a free tutorial on how to do one longboard dance trick, giving something of value upfront. Finally, hint at what’s coming up (the next content piece) and encourage engagement by asking for feedback and comments.

(Shortform note: When you ask for feedback and comments at the end of your message, you’re making a call to action. In other words, you’re specifying an action you want your audience to take. According to Donald Miller in Building a StoryBrand, having a call to action like Walker suggests is crucial because people don’t usually act without being prompted to. By asking for feedback, you’re encouraging readers to do more than passively glance at your message, but to get actively involved in your product launch process.)

Piece #2: The Product—“What”

For your second content piece, Walker says you should focus on giving your prospects an idea of what they will learn or achieve if they purchase your product. To do this, summarize what you’re offering, address any concerns, and finally, offer another piece of your product for free (such as a more in-depth tutorial of another longboard trick). Lastly, end by hinting at the third piece and ask for more feedback.

(Shortform note: Research supports Walker’s tactic of offering a free sample, finding that 65% of customers who try free samples purchase the product. By providing something free and of value, you lower the risk that a customer faces when purchasing a new product. This reassurance can convert hesitant prospects into buyers.)

Piece #3: The Benefit—“How”

In this final piece, Walker advises you to showcase how people can experience the benefits for themselves and visualize their own transformation. Try to draw a link between your prospect’s goals and your offer. He suggests offering a case study to convince people that the product will work for them. For example, you could spotlight before-and-after videos of a beginner longboarder you’d taught before. Then, answer any major questions you’ve received from your feedback requests.

After that, transition into discussing your offer and the logistics of how your followers can finally attain your product (and its benefits) for themselves.

(Shortform note: Experts agree with Walker’s approach of helping people feel like your product will work for them personally. They encourage you to cultivate psychological ownership, which allows customers to feel like the product is an extension of their identity. They offer three suggestions on how you can do this: increase customer control by involving them in the process, make your product customizable, and make your product feel exclusive.)

Stage 4: Open to Sales

In this third stage of the launch process, you can open your product to the market. By this point, Walker notes that most of the work is already done. All that’s left to do before you start taking orders is to create a sales page on your website with a video or letter summarizing your offer, while emphasizing how buyers will benefit from it.

Then, send a short email with a link to your sales page announcing that your product is available for purchase. For better results, communicate regularly with your followers. Send an email each day of your launch giving updates, expressing gratitude, and answering questions.

Again, Walker stresses that you should have a definitive end to your launch to capitalize on people’s sense of scarcity. Consider having the price increase, a special bonus go away, or the offer end completely. Near the end, Walker advises you to send out emails reminding people of your cart’s closing time as many people are natural procrastinators.

(Shortform note: What happens if people add your product to their cart, but don’t make the purchase? Experts offer tips on how to remind your customers to purchase a product they had previously added to a cart by crafting a cart recovery email. In your email, display your customer’s cart and give a link returning them to their cart so that they don’t have to re-enter their information. Also, include a call to action, such as a “Return to Cart'' button.)

Stage 5: Follow Up

After your launch, continue nurturing your relationship with buyers (and non-buyers) to grow your business long-term. Walker notes that people often feel underwhelmed after purchasing a product. To address this, continue to communicate and deliver more than what they had expected. Strengthen connections by writing an email expressing your thanks, summarizing your launch results, and asking for feedback.

(Shortform note: Other experts agree with Walker’s emphasis on maintaining quality relationships after the launch, adding that when customers are disappointed in a product, they’re experiencing post-purchase dissonance. There are several different causes: a lack of product information, a low product quality, or an impulsive purchase. To avoid customer dissatisfaction in your product launch, give detailed product information and consider offering a return policy.)

Walker suggests you follow up with and send bonus content to both people who had purchased your product and those who hadn’t. For the buyers, giving a bonus gift conveys your gratitude for their support, and asking for feedback fortifies your connection. For the non-buyers, giving them more content and asking for feedback offers you insights as to how to win them over for future launches.

(Shortform note: Consider applying Walker’s suggestion of generous gifting long after your launch is over. For example, Chewy, an e-commerce pet supply company, regularly nurtures customer relationships by sending handwritten notes and painted pet portraits as surprise gifts, which make customers feel appreciated. The company’s value-driven approach resulted in its great success and eventual acquisition by a leading pet supply company, showing that small tokens of appreciation to your customers go a long way in building a lasting business.)

Variations of the Product Launch

Now that you’ve learned the basic framework of Walker’s launch strategy, we can explore two variations you can consider: launching without a product and launching with a partner company.

Launching Without a Product

What if you don’t have a product to launch? Walker says you can create a business from scratch with his product launch strategy. With nothing more than an idea, you can gauge interest, build anticipation, and make sales by asking for continual feedback at every step. With this approach, you develop your product as you’re delivering it—it works especially well when you’re offering information or training to others.

For example, if you want to start teaching people how to train their cat to do tricks, you can follow the basic formula for a product launch:

Gather a list of prospects. Walker reassures that small lists work fine—in fact, they’re often more responsive. In your three content pieces, present your offer as though you had the full product developed, emphasizing the benefits your buyers will gain. Once you’ve opened your initial product to the market and made some sales, you can send surveys asking what your buyers are looking for. For instance, ask about which tricks they are most interested in teaching their cats. Equipped with their input, you can then create the next iteration of your product (in this example, your upcoming course). Then, you repeat the process, asking for feedback before developing the next.

Customer Feedback Loop: How to Implement Feedback

Walker’s approach of asking for customer feedback and using it to develop the next stage of your product is similar to a customer feedback loop, a customer experience strategy used to improve your product through continuous communication. Experts explain that feedback is vital to satisfaction and loyalty. Instead of improving a product, you can apply the four stages of this loop to get useful feedback to develop a product:

• Collect—While Walker suggests sending a survey to your buyers through email, you can gather customer feedback in a variety of other ways, such as text message, which can be especially useful for direct questions. When launching without a product, consider interviewing some of your buyers.

• Analyze—To analyze feedback, experts suggest you separate your feedback (which may vary from comments and suggestions to concerns and questions) into categories based on the type of customer (such as those more familiar with you and your product versus those less familiar). This approach allows you to notice patterns and get a better sense of what’s important to your buyers, which will help you develop your product.

• Implement—After analyzing feedback, apply it to your product to make sure your customers feel heard and that you’re providing the value that they’re expecting.

• Follow-up—Like launching without a product, the customer feedback loop is cyclical and continuous. Following up after receiving and implementing feedback keeps your customers involved in the process.

Launching With Partners

Take your launch to the next level by doing a partner launch. In this approach, Walker suggests teaming up with one or multiple companies to promote your product to their subscribers. By having access to other email lists, you can quickly grow your own.

In the stage leading up to your launch, have your partners send emails telling their followers about your offer and directing them to your squeeze page. That way, new people join your list at the same time you’re delivering your three pieces promoting your product. In exchange for the increased exposure, your partner receives a portion of your sales.

(Shortform note: While Chris Guillebeau, author of The $100 Startup, agrees with Walker that working with affiliate companies is a powerful tool for growing your business, he cautions you to make sure you offer a decent commission to your partner companies. If you provide only a small rate, your partners may not put much effort into promoting your product.)

Walker offers these steps for finding a partner for your launch:

Step #1: Search online for keywords of what your target market might be looking for, for example, “learn cybersecurity.” The search results will show some companies offering that service.

Step #2: Browse the results for relevant companies in your field that serve your market’s goal and join their email lists—Walker recommends subscribing to around 50.

Step #3: Read their emails as they come in and see if they promote other businesses. Then, narrow down to three to five best options. To start reaching out to potential partners, Walker says you’ll need to create value to stand out. You can do this by: advertising one of their products, offering positive feedback for one of their products, or engaging with them on social media.

Walker says that you should focus on building a lasting relationship with your partners. When your partners promote your offer, they’re taking a risk. Before you involve them in your product launch, Walker suggests you run one with your own list first to make sure your product is successful. When you get good launch results, your partners will be more inclined to continue working with you.

Product Launching With Influencers

Walker writes that working with other companies is an effective way to gain exposure and grow your list of followers. In a similar vein, Ryan Holiday in Perennial Seller suggests you partner with influencers on social media to gain new customers for your launch. An influencer is someone in your niche with persuasive power and a large following of people in your target audience. This could be anyone from academics to artists to CEOs. In many ways, Holiday’s tactics to attract influencers to your launch are similar to Walker’s:

• Research—Like Walker, Holiday recommends you find people who have promoted products in the past that are similar to yours. He suggests you reach out through the lens that you’re going to improve their lives. Try to avoid those who might already be overwhelmed with requests.

• Give Value—As Walker recommends doing with partner companies, Holiday suggests offering influencers something of value. He notes that, since influencers care about how their followers perceive them, you should also consider what their audience finds valuable. You could try: giving free content, creating custom products for the influencer, or making them an unofficial brand ambassador.

• Build a Relationship—Influencers are often busy and swamped with requests to promote products. To stand out, Holiday’s advice echoes Walker’s: Focus on relationships before transactions. Treat influencers as people and focus on how you can offer value to them.