Introduction
In the crowded digital marketplace, simply having a great product isn’t enough. The challenge lies in cutting through the noise, capturing attention, and converting that attention into sales. This is where the art and science of a product launch come into play, and no one has mastered this domain quite like Jeff Walker. His flagship program, Product Launch Formula 2018 By Jeff Walker, isn’t just another marketing course; it’s a comprehensive, battle-tested blueprint for orchestrating massively successful product releases. This system has been the secret weapon behind countless entrepreneurs, artists, and experts who have generated millions of dollars in revenue. This review will take you deep inside the Product Launch Formula 2018 By Jeff Walker, exploring its core principles, module structure, and real-world impact to help you determine if it’s the catalyst your business needs. Whether you’re launching your first e-book or scaling a seven-figure coaching business, understanding the mechanics of a proper launch is non-negotiable, and this course promises to be the definitive guide.
Course Description
The Product Launch Formula 2018 By Jeff Walker is a detailed, step-by-step coaching program designed to demystify the process of launching any product or service online. At its core, PLF is a methodical system that guides you through every phase of a launch, from initial planning to post-launch follow-up. The course is structured around high-definition video training where Jeff Walker personally walks you through each stage of the launch sequence. You’re not just learning theory; you’re getting a behind-the-scenes look at the exact strategies he has used and refined over two decades. The program provides a treasure trove of “swipe files,” which are proven templates for emails, blog posts, video scripts, and sales letters. This “copy-and-paste” resource library alone is invaluable, saving you countless hours and guesswork. Beyond the core content, the program fosters a supportive learning environment through live Q&A sessions and “hotseat” calls where Jeff offers direct, actionable feedback.
What sets the Product Launch Formula 2018 By Jeff Walker apart is its emphasis on a holistic, psychology-driven approach. It’s not just about sending a series of emails; it’s about creating an event, building anticipation, and forging a deep connection with your audience. The formula teaches you how to position your offer as the ultimate solution to your audience’s most pressing problems, using a narrative-based “Sideways Sales Letter” that engages and converts. The program is designed to be digestible and actionable, breaking down complex strategies into manageable weekly steps. With a full year of access, case studies from successful students, and a wealth of supplementary materials, PLF is more than a course—it’s a complete business operating system for anyone looking to achieve predictable and profitable growth through strategic launches.
Ideal Student
- Aspiring Entrepreneurs & Info-Product Creators: If you have knowledge to share and are planning to create and sell an online course, membership site, or coaching program, this course provides the foundational launch strategy to ensure your first (or next) product is a hit from day one.
- Existing Business Owners Seeking Growth: For those with an existing product or service that has plateaued, PLF offers a system to re-ignite sales, attract a new wave of customers, and create significant revenue spikes through well-executed launch events.
- Authors, Artists, and Creators: Individuals like fine artists or authors who want to sell their work (books, prints, workshops) online can use the PLF system to build an audience and generate massive demand, moving beyond unpredictable sales to a controlled, profitable launch.
- Consultants and Service Providers: If you sell high-ticket services or consulting, PLF’s strategies can be adapted to launch new service packages, fill client rosters, and establish your authority in a specific niche, moving you from a one-to-one to a one-to-many model.
- Brick-and-Mortar Businesses Expanding Online: Business owners with a physical presence who want to transition to the digital world or launch an e-commerce arm will find PLF invaluable for building an online customer base and driving significant sales for their online offerings.
Learning Outcomes
- Master the Product Launch Psychology: You will learn the core mental triggers that compel people to buy and how to ethically weave them into your launch sequence for maximum conversion.
- Execute a Flawless Launch Sequence: Gain the skills to plan and implement the entire PLF launch process, including the Pre-Pre Launch, Pre-Launch, and Open Cart phases, with precise timing and messaging.
- Craft Compelling Launch Content: Learn how to create engaging videos, write persuasive emails, and structure the “Sideways Sales Letter” that tells a story and positions your product as the must-have solution.
- Build and Nurture a Profitable Email List: Discover the strategies for rapidly growing a responsive email list full of potential buyers, even if you’re starting from scratch, using the “Launching Your List” bonus material.
- Analyze and Optimize for Future Success: Develop the ability to dissect your launch results, identify key metrics, and use that data to make your next launch even more profitable, creating a repeatable cycle of growth.
Course Modules
The Product Launch Formula 2018 By Jeff Walker is structured to take you from foundational concepts to advanced execution. Each module builds upon the last, ensuring a comprehensive understanding of the entire launch ecosystem. Below is a detailed breakdown of the core curriculum.
Module 1: The Foundation & Launch Psychology
This initial module sets the stage for your entire launch journey. Jeff Walker introduces the core philosophy behind the Product Launch Formula, explaining why a traditional “sales page” approach often fails and why an event-based launch is so much more effective. You’ll dive deep into the psychological triggers that drive human behavior and purchasing decisions, such as scarcity, authority, social proof, and reciprocity. The goal here is to shift your mindset from simply “selling” to creating an immersive experience that your audience actively wants to be a part of. Key lessons include understanding the Profit Pyramid, the concept of the “launch as a journey,” and how to position yourself as a trusted guide. This module is crucial for building the right strategic foundation before you even think about writing an email or recording a video. It ensures that every subsequent action you take is aligned with proven psychological principles.
- Introduction to the Product Launch Formula core concepts.
- Deep dive into the 10 mental triggers for a successful launch.
- Understanding the Profit Pyramid and your business model.
- The mindset shift from seller to trusted advisor.
Module 2: The Pre-Pre Launch & List Building
A successful launch is impossible without an audience. This module focuses on the critical phase that happens before the official “pre-launch” begins: the Pre-Pre Launch. You’ll learn how to prime your audience and start building momentum well in advance. Jeff details his most effective list-building strategies, drawing from the bonus “Launching Your List 2.0” course. You’ll discover how to create a high-value “seed” content or a simple, irresistible free offer (what Jeff calls a “Sideways Sales Letter” in miniature) to attract your ideal prospects. This module covers the technical setup of squeeze pages, the art of creating compelling lead magnets, and initial engagement sequences to warm up your new subscribers. The objective is to build a responsive list of people who are genuinely interested in your topic, making your actual launch far more impactful. It’s about laying the groundwork and ensuring you have a hungry crowd waiting for what you have to offer.
- Strategies for rapid list growth from scratch.
- Creating effective “seed” content to attract prospects.
- Crafting high-converting squeeze pages and lead magnets.
- Writing the initial welcome and engagement email sequences.
Module 3: Crafting Your Launch Story & Offer
At the heart of every great launch is a compelling story. Module 3 is where you’ll learn to craft the narrative that will carry your audience through the launch process. Jeff introduces the “Sideways Sales Letter,” the cornerstone content format of the PLF method. This isn’t a long, boring sales page; it’s a series of engaging content pieces (usually videos) that deliver immense value while simultaneously making the case for your paid offer. You’ll learn how to structure this story, what to include in each piece of content, and how to seamlessly transition from giving value to presenting your product. This module also guides you through the process of defining and structuring your offer itself. Using principles from the “Product Creation Code” bonus, you’ll learn how to package your knowledge or service into a product that your audience perceives as incredibly valuable and a “must-have” solution to their problem.
- The anatomy of the Sideways Sales Letter.
- How to structure a three-part (or more) video launch sequence.
- Storytelling techniques to build connection and desire.
- Defining your product’s core promise and unique value proposition.
Module 4: The Pre-Launch Sequence Execution
This is where the launch event officially begins. Module 4 provides a day-by-day playbook for executing the Pre-Launch phase. You’ll be releasing the valuable content pieces you created in the previous module, and this module shows you exactly how to do it. Jeff breaks down the email sequences that accompany each content release, providing templates and swipe files from his own $7 million dollar launches. You’ll learn the timing, the cadence, and the specific messaging for each email to drive open rates, engagement, and anticipation. This section covers how to handle the comments on your blog or launch pages, how to build social proof through community interaction, and how to create a genuine buzz. It’s a masterclass in event orchestration, teaching you how to manage the energy of your launch and guide your audience towards the upcoming open cart period with excitement and urgency.
- Day-by-day email sequence templates for the Pre-Launch.
- Strategies for managing launch blog comments and community.
- How to create and leverage social proof in real-time.
- The psychology of open loops and building anticipation.
Module 5: The Open Cart & Sales Conversion
The Open Cart phase is where all your hard work pays off. This module is a detailed guide to the most intense part of the launch: the period when your product is available for purchase. Jeff walks you through the entire sales page creation process, from headline to final call-to-action, providing proven templates and copywriting formulas. You’ll learn the critical emails to send during this window, including the “Open Cart” announcement, urgency-building reminders, and the ever-important “Final Call” emails. The module covers pricing strategies, payment plan options, and how to stack bonuses to increase the perceived value of your offer. You’ll also learn how to read your launch metrics in real-time and make small adjustments to optimize sales. This is a high-stakes, high-reward phase, and Module 5 gives you the confidence and a clear roadmap to navigate it successfully and maximize your revenue.
- Writing a high-converting sales letter (VSL or text).
- The complete Open Cart email sequence (from open to close).
- Using scarcity and urgency ethically to drive action.
- Handling objections and questions during the sales period.
Module 6: Post-Launch & The Profit Multiplier
The launch doesn’t end when the cart closes. Module 6 focuses on the crucial post-launch phase, which is key to long-term customer satisfaction and future profitability. You’ll learn the proper follow-up sequences for both buyers and non-buyers. For buyers, the focus is on onboarding, delivering a great initial experience, and reducing refund rates. For non-buyers, the strategy is to maintain the relationship, understand their objections, and potentially make a future offer. This module introduces the concept of the “Profit Multiplier,” which involves strategies for generating revenue from your launch long after it’s over. This could include a downsell offer, a continuity program, or using the new list of buyers to market a different, related product. It’s about turning a single revenue event into a sustainable long-term asset for your business.
- Buyer onboarding and welcome sequences.
- Non-buyer follow-up and survey strategies.
- Implementing the Profit Multiplier concept.
- Analyzing launch data for future improvements.
Module 7: Bonus – Launching Your List 2.0
This is a full bonus course included within the PLF 2018 package, dedicated to the most important asset in any online business: your email list. If you don’t have a list, or your list is small and unresponsive, this module is your starting point. Jeff reveals his most current and effective strategies for attracting targeted subscribers. You’ll learn how to create “squeeze pages” that convert at high rates, how to drive traffic to those pages using both free and paid methods, and how to craft a lead magnet that your ideal customer can’t resist. The course goes beyond just getting subscribers; it teaches you how to engage them from the moment they sign up, building a relationship that primes them for a future launch. This module is perfect for beginners or anyone looking to build a solid foundation for their launch activities.
- Advanced squeeze page design and copywriting.
- Traffic generation strategies for list building (organic and paid).
- Creating high-value lead magnets that solve a real problem.
- The “Instant Relationship Builder” welcome sequence.
Module 8: Bonus – Product Creation Code
What if you have the audience but no product to sell? This bonus module solves that problem. The Product Creation Code is a complete guide to taking your knowledge, expertise, or passion and turning it into a marketable and valuable product. Jeff breaks down the process of creating info-products like online courses, membership sites, and coaching programs. You’ll learn how to outline your content, what formats to use (video, audio, text), and how to structure your delivery for maximum student success and retention. This module also covers how to price your product and how to avoid “creator’s block” by using a simple, effective framework. It’s the perfect companion to the launch formula, as it ensures you have a high-quality offer ready to present to your audience when the time comes.
- How to outline and structure an online course.
- Choosing the right media for your content.
- Strategies for rapid product creation.
- Pricing your information product for profitability.
Module 9: PLF Live & Community Immersion
Learning in isolation is difficult. This module highlights the immense value of the community and live events that come with the Product Launch Formula 2018 By Jeff Walker. You get two tickets to the exclusive, 3-day PLF Live workshop, where you can network with fellow entrepreneurs and learn directly from Jeff in person. This module covers how to prepare for the event to get the most out of it. Beyond the live event, you get access to the vibrant PLF owner’s community. This is a place to ask questions, share your progress, get feedback, and find launch partners. The module also details the Q&A coaching calls and the “hotseat” sessions where Jeff critiques real student launches. This access to direct feedback and a supportive peer group is often cited by students as one of the most valuable parts of the program, accelerating their learning and success.
- Maximizing your experience at the PLF Live workshop.
- Leveraging the private PLF community for support and feedback.
- Preparing for and getting the most from hotseat coaching calls.
- Networking and building relationships with other entrepreneurs.
Module 10: Advanced Launch Strategies & Scaling
Once you have a successful launch under your belt, the next step is to scale. This final module is designed for students who are ready to take their business to the next level. Jeff covers more advanced launch strategies, such as the “Seed Launch” for testing a new idea with a small group, the “Internal Launch” to an existing list, and the “JV Launch” for partnering with others. You’ll also learn how to incorporate webinars into your launch strategy, how to use paid advertising like Facebook Ads to amplify your reach, and how to build a team to delegate launch tasks. This module is about creating a true launch-driven business model, where you can orchestrate multiple product launches throughout the year, creating predictable revenue streams and establishing yourself as a dominant force in your market. It’s the path from a single successful launch to a sustainable, scalable enterprise.
- Different types of launches: Seed, Internal, and JV.
- Integrating webinars into your launch sequence.
- Using paid ads to scale your launch reach and revenue.
- Building a team and systemizing your launch process.
Real-World Applications and Success Stories
The principles of the Product Launch Formula 2018 By Jeff Walker are incredibly versatile and can be applied to a vast array of businesses and industries. At its core, the system is about creating a profound connection between a creator and their audience. This means it’s not limited to just “internet marketers.” Artists like Nicholas Wilton have used it to sell over $400,000 worth of fine art workshops online, transitioning his entire business from an offline model to a thriving digital one. Authors use it to orchestrate best-selling book launches, ensuring their message reaches a massive audience right upon release. Consultants and coaches deploy the formula to fill high-ticket programs, moving away from the grind of one-on-one client acquisition. Even brick-and-mortar business owners, like Shelley Brander with her yarn store, have used PLF to smooth out seasonal revenue dips by creating a powerful online sales channel. The formula is a universal language for selling anything of value in the digital age.
The true power of the course is best illustrated by the success stories of its students. These aren’t just one-off anomalies; they are representative of what’s possible with the system. Luis and Gabby, who run a parenting school in Mexico, were overwhelmed by the struggle to get new customers. After implementing PLF, their first launch generated $14,000, and they’ve since gone on to do nearly $750,000 in sales from seven launches. Kami McBride started with virtually no online presence and has now completed four launches, three of which have surpassed $10,000 in sales. Barry Friedman, a performer whose career was ended by an accident, used PLF to build an entirely new online business from scratch. Des and Michael O’Neill, consultants for accountants in Ireland, saw their first launch bring in 180,000 Euros, transforming their business. These stories demonstrate that regardless of your niche, your starting point, or your product, the Product Launch Formula 2018 By Jeff Walker provides a reliable, repeatable path to significant business growth and financial freedom.
Pricing
Investing in the Product Launch Formula 2018 By Jeff Walker is a significant decision, and the pricing reflects the immense value and comprehensive nature of the program. The course is offered as a one-time payment, providing you with full access to all materials for a full year. This structure is designed for serious entrepreneurs who are ready to commit to implementing a proven system to transform their business.
- One-Time Payment: The investment for the full Product Launch Formula 2018 coaching program is $1,997. This single payment unlocks all six core modules, all the bonuses (including “Launching Your List 2.0” and “Product Creation Code”), the massive swipe file, access to the Q&A and hotseat calls, and two tickets to the exclusive PLF Live event.
While the price point is premium, it’s important to view it as an investment in your business’s future rather than an expense. The system is designed to generate a return on that investment many times over with your first successful launch. Considering the inclusion of high-ticket bonuses like the live workshop tickets and the direct coaching access, the $1,997 price point positions PLF as a top-tier business accelerator for dedicated individuals.
Pros and Cons
Pros
- Proven and Time-Tested System: The Product Launch Formula isn’t theoretical; it’s a system Jeff Walker has refined for over a decade with documented results totaling over a billion dollars in sales for his students.
- Comprehensive and All-Encompassing: The course leaves no stone unturned, providing everything from foundational psychology to advanced scaling strategies, including crucial bonuses on list building and product creation.
- Invaluable Swipe Files: You get access to Jeff’s personal, multi-million dollar launch templates for emails, sales letters, and video scripts, drastically reducing the time and guesswork of creating launch materials.
- High-Level Support and Community: The program includes live Q&A sessions, hotseat coaching, a private community, and an in-person workshop, providing unparalleled access to support and networking opportunities.
- Versatile Across Niches: The principles are not industry-specific and have been successfully applied by artists, authors, consultants, local businesses, and info-product creators alike.
- Potential for Massive ROI: The cost of the course can be recouped many times over with a single successful launch, making it a high-potential investment for serious entrepreneurs.
Cons
- Significant Financial Investment: At $1,997, the course is a major financial commitment that may be prohibitive for new entrepreneurs or those with limited budgets.
- Requires Substantial Time and Effort: This is not a “get rich quick” scheme. Successfully implementing the formula requires a serious commitment of time to watch the training, complete the work, and execute the launch.
- Can Be Overwhelming for Beginners: The sheer volume of material and the complexity of a full-scale launch can be intimidating for someone who is completely new to online marketing.
- Potential for Outdated Information: As the 2018 version, some of the specific tactics regarding social media or advertising platforms may have evolved, though the core psychological principles are timeless.
- Success is Not Guaranteed: While the system is proven, your results still depend on your ability to implement it effectively, the quality of your product, and your market’s receptiveness.
- Focus on a Specific Launch Model: The course heavily emphasizes the PLF launch sequence. Those looking for a wide variety of different, non-event-based marketing models may need to look elsewhere.
FAQs
Is the Product Launch Formula 2018 suitable for absolute beginners with no online business experience?
Yes, it can be, but with a caveat. The course is comprehensive and includes foundational training like the “Launching Your List” and “Product Creation Code” bonuses. However, the sheer amount of information can be overwhelming. A dedicated beginner who is willing to put in the work can certainly succeed, but they should be prepared for a steep learning curve.
What if I don’t have a product or an email list yet?
This is one of the strengths of the PLF package. The included bonus courses, “Launching Your List 2.0” and “Product Creation Code,” are specifically designed to help you build these two crucial assets from scratch. The program guides you through creating your offer and building the audience to sell it to.
Is the 2018 version of the course still relevant today?
Absolutely. While specific platform tactics (e.g., a particular Facebook ad feature) may change, the core psychological principles and strategic launch sequence taught in PLF are timeless. The fundamental human triggers that drive a launch—anticipation, social proof, scarcity—do not change. The 2018 version provides the essential, evergreen framework.
What kind of support can I expect from Jeff Walker personally?
You get a significant amount of direct access. This includes live Q&A coaching calls where you can ask questions, as well as “hotseat” calls where Jeff critiques live student launches. You also receive two tickets to the PLF Live 3-day workshop, which is led personally by Jeff.
How is this different from other product launch courses?
The primary differentiator is its proven track record and comprehensiveness. Jeff Walker is the originator of this launch model. The course isn’t just a strategy; it’s a complete A-to-Z system with detailed templates, community support, and live coaching, making it one of the most robust and well-supported programs in the market.
Is there a money-back guarantee?
While the specific guarantee policy should be confirmed on the official sales page, premium courses of this nature typically offer a satisfaction guarantee within a certain period (e.g., 30 days). This allows you to review the initial material and ensure it’s a good fit for your needs.
Final Verdict
The Product Launch Formula 2018 By Jeff Walker is, without a doubt, one of the most comprehensive and impactful training programs available for anyone serious about selling products or services online. It’s not a cheap, superficial course; it’s a deep, strategic immersion into a system that has generated extraordinary results for thousands of students. The strength of PLF lies in its perfect blend of timeless psychological principles and actionable, step-by-step tactics. The detailed modules, the invaluable swipe files, and the high-level support from Jeff and his community create an environment where success is not just possible, but probable for those who do the work. The course excels at taking the mystery and guesswork out of what is often the most stressful and critical part of running an online business: the launch. It provides a clear, proven roadmap to follow, which is an invaluable asset.
However, this course is not for everyone. The significant financial investment and the substantial time commitment required mean it’s best suited for committed entrepreneurs who are ready to treat their business like a business. If you are looking for a magic bullet or are unwilling to put in the effort, you will be disappointed. But if you have a valuable product or service to offer and you’re looking for a proven system to bring it to the world in a big way, the Product Launch Formula 2018 By Jeff Walker is arguably the best investment you can make. It’s a business-transforming program that provides the skills, tools, and confidence to build a predictable, scalable, and profitable enterprise around your passion and expertise. For the right person, the ROI is not just financial—it’s the freedom and control that comes with mastering the art of the launch.
