Everything You Need Is On This Page.
There’s no doubt that over the past year and a half or so the world has changed significantly. The news is coming in so fast, it’s hard to keep up.
And make no mistake... it’s NOT just “business as usual”. You can’t just sell a product or service without acknowledging what’s happened in the world.
But here’s the thing… even though parts of the economy have suffered... online business (and online education, training, and coaching in particular) is doing quite well right now. And not to make light of a terrible situation - some people have lost jobs, and some people are still figuring out how to adjust to working from home. And a lot of people in BOTH of those camps are looking for ways to improve or learn more skills. Fortunately, data is showing that the demand for online education is up VERY SIGNIFICANTLY over the last year plus.
So even in economic downturns, people will still buy things they want and things they need. So this is less about “selling” and more about “serving”... making sure what you’re selling has real value to the people buying.
The fact is, the current state of things won’t last forever. Eventually things will turn around, but right now it’s time to embrace the “now normal” and move forward. As someone whose business survived the dotcom bust of the late 90s, then 9/11, then the Great Recession… trust me when I say that right now it’s all about doubling down on your picture of a bigger, brighter future. Just think about finding a way to serve and be helpful… and the sales will often come as a result of that customer-first focus.
Data has been coming in about how online businesses are doing since the current global crisis began. And I don’t want to sound opportunistic, but a lot of these businesses (especially education and training-type businesses) are doing really well… even while certain parts of the economy might not be in great shape.
And there are clear indications this trend of growth in what I call the “wisdom business” is accelerating.
This explains why 2020 was the best year ever for a LOT of PLF owners (even while many businesses struggled badly).
Of course, success isn’t automatic when you start an online business...
But your chances of getting the results you want will increase if you lean into the “now normal” and tap into what’s working so well for so many of my students.
The real answer is that whether you're doing launches or not, you need to have a list if you’re going to have a business. It's the one thing that every business needs. It’s also the ultimate security and leverage point in your business.
And I personally believe that the best way to actually GET a list is with a launch.
If you're starting from zero with no list at all, then you would use my "Seed Launch" to get your list started... and then you're off to the races.
If you've already got a small list, then an "Internal Launch" is the way to go. It will make you sales, and it will also build your list through word-of-mouth traffic - when you follow my launch process, then you’ll be creating the type of prelaunch material that people will share. And when they share your content, it will grow your list.
Finally, there's the "JV Launch" - which will grow your list faster than ANY other list building strategy in existence. This is an advanced strategy, and it probably won’t be the first launch you do, but I’ve added tens of thousands of people to my list in a single week when I’ve used this strategy.
(One more thing: I'm such a huge believer in list building that I've included an entire List Building course as a free bonus for anyone who registers for Product Launch Formula. It’s called “Launching Your List” and it’s all about building a list of people who want to buy what you’re offering.)
For some real examples of people starting out with no list, check out the Case Studies below. We’ve got some great examples including Anne LaFollette, Amanda and Jonathan Teixeira, Michael Walker, Dylan Frost, and many more.
When I first started teaching Product Launch Formula in 2005, I had no idea that it would be used in so many markets… in fact, it’s been used in lots of markets that I had never even heard of before.
It’s been used in markets like horse ballet (dressage), dog agility training, tennis instruction, guitar instruction, piano, singing, teaching youth soccer, baseball, getting more dates, finding a husband, youth ministry, yoga, meditation, raw food, health food, cooking with herbs, healing with herbs, alkaline water, weight loss, knitting, crochet, yarn, business coaching, blogging, reading echocardiograms, real estate, real estate investing, outdoor adventure, film documentaries, how to write love letters, how to write books, how to publish books, test preparation, professional certifications, personal training, copywriting, how to increase sales in small retail stores, tax prep, productivity courses, personal development, tapping (EFT), mixed martial arts, becoming a business analyst, digital scrapbooking, marching band accessories, cat and dog first aid, stock trading, futures trading, crypto trading, SAP programming, empowering women in Africa, carving wooden dolls, Photoshop tutorials, newsletter subscriptions, designing power circuits, loan officers, online dating, putting on workshops and retreats, diagnosing and treating autism, fetal alcohol syndrome, selling masterminds, learning Spanish, learning English, art work (i.e., paintings, sculptures, etc.), treating and living with cancer, making corsets, dentistry, handwriting analysis, how to draw, how to paint, massage therapist training, yacht rentals, etc., etc., etc.…
And that just scratches the surface!
PLF has also been used around the world in so many languages that I’ve lost count… at my PLF Live event we usually have people from 35 to 40 different countries.
We have PLF Owners who sell physical products, courses, membership sites, books, art, and… even some who have brick & mortar businesses. In fact, I’d be surprised to find a niche or market PLF does NOT work for. The bottom line is, if you’re selling something online, PLF can work for you.
Finally, you should check out the Case Studies we shared - and you’ll get a feeling for the incredible breadth of businesses, markets, products, and services that our PLF Owners are having success in.
At the end of the day, you’re going to want to have your own product or service - though you can absolutely start off by selling products as an affiliate.
In Product Launch Formula, I’ll show you how to sell as an affiliate. I call this the "Shadow Launch", and it’s a great way to get started, or make some additional revenue. But remember, in the long run you need to think about creating your own products. That's where you get control over your business.
The good news is that with the Seed Launch it’s SUPER easy to create your own product - and you can actually launch and get paid before you ever create your product.
We’ve got lots of great examples of Seed Launches in the Case Studies. Be sure to check out the ones with Jeff Noble, Kat and Jason O’Neill, Amanda and Jonathan Teixeira, Sylvie Peltier, and Max Guidi.
And one more thing... I feel so strongly about having your own offer that I created an entire course on creating your own products. And you get it for free as a bonus when you register for Product Launch Formula.
I get this… I truly get it. Because when I first learned about having an online business it sounded amazing… but I couldn’t figure out what I could possibly sell.
I lay in bed every night tossing and turning... trying to figure it out. And the crazy thing is that the answer was right in front of me the entire time! Over the years I’ve learned I’m not the only one that’s happened to. There are many PLF Owners who started in the exact same situation. They knew they wanted an online business, but they weren’t sure exactly what they wanted to do.
So one of the first exercises in Product Launch Formula is focused on helping you figure out what you’re good at… and then finding out if there is a niche market that can support a business based on your passion. If you already know your market and product, you can skip that lesson… but if you’re not sure, then PLF will help you get super clear on the kind of business that aligns with your passions and interests.
If you normally work with one client at a time, PLF is going to be a gamechanger for you.
Let me start by saying - one-on-one client work is great, and because you’re already successful one-on-one, you’ve proven you’ve got something useful that people want to buy.
The only problem is you can’t scale it without working more hours, and that’s a recipe for burnout. PLF shows you how to take what you do with your individual clients and use it to impact more people without working yourself to death.
I bet your clients have a lot of things in common. And that means that a lot of the work you are already doing can be repurposed into a course or program that lets you help more people in less time… instant leverage. PLF will show you how to do it and launch it into the world in a big way.
Great news - I’m not technical either!
Right now you’re reading these words on your browser on your phone or tablet or computer… but at some time in the past you didn’t know how to use those things either. Your browser is just a software tool that you learned how to use.
Well, the good news is that there are simple software tools you’ll use to build your online business.
I know lots of people get intimidated by the technical aspects of an online business… but here’s the thing - you don’t need a big fancy website. You can get started with a single web page - and there are some amazing tools that allow you to create that page in a matter of minutes.
Don’t get me wrong - you’ll have to learn stuff to get your business going. But it’s all 100% “figureoutable”... and because of the great tools that are now available, it’s so much simpler than it’s ever been.
And since I’m dedicated to removing every obstacle out of your way, I have a special bonus in my PLF Coaching program called “Your Tech Stack Quick Start”. So the whole idea of a “tech stack” is simple… it’s just a fancy name for the software tools that you use in your online business. And this bonus is my team showing you how to pick the tech for your business, and getting it set up. So if you’re just starting out and you’re intimidated by the “technology question”… we’ve got you taken care of.
Finally, check out the Case Studies below… you’ll find out that many of the people featured didn’t have tech skills - including Anne LaFollette, Max Guidi, and Kami McBride.
Absolutely - with a caveat. Many of my students have used PLF to do just that… before the world changed and we started self-isolating. In fact, that’s one of the best, most natural fits for PLF… and as a result, many of my students are shifting to use it for filling virtual events. From what I’m seeing, it’s working amazingly well… because people are really hungry for quality content right now, whether it’s in person or virtual.
In fact, the very first time I coached someone through a launch, it was for a live, in-person, 3-day workshop… and it sold out in minutes. And at its core, Product Launch Formula is about turning your marketing into an event - so when you’re selling a workshop, you’ve already got an event!
PLF is responsible for over $1 billion in sales for information products, membership sites, online services, offline services, physical products sold from brick-and-mortar stores, and physical products sold from ecommerce stores. Essentially, PLF has worked in pretty much EVERY market that it’s been seriously applied to… the exceptions would be emergency-type markets and services like locksmiths, plumbers, bail bondsmen, etc.
The Seed Launch is ideal for two scenarios…
The first is if you’re just starting out and you don’t have a list (or you have a very small one) and/or you don’t have a product. The Seed Launch is ideal in this scenario, because it helps you build your first small list… and it also builds your product for you. In fact, you’ll actually sell your product before you even create it. I know that sounds crazy, but it’s worked time after time. (You should definitely watch the Case Study with Erik Solbakken to hear how he used the Seed Launch.)
The second scenario is if you already have a business… but you would like to create an additional offer for a new product. In that case, the Seed Launch is the easiest way to create a new product, and make a bunch of sales before you put in the work of creating the product.
Finally, for lots of examples, be sure to check out the Case Studies below. Many of them feature Seed Launches, including Jeff Noble, Kat and Jason O’Neill, Amanda and Jonathan Teixiera, Sylvie Peltier, Nicholas Wilton, Eric Goll, Max Guidi, Erik Solbakken, Renee Fink, and Gabriela Pereira.
A JV launch is a “Joint Venture” or affiliate launch, where other people tell their list or following about your launch. There are other people who have already put in the work of building a list or a following in your market… and many times they’ll be willing to send an email about your launch in exchange for a percentage of the sales that you make to their clients.
The way this works is they mail their list about your Prelaunch Content. Then the people they send over to your launch will opt into your list. If they end up buying your product or service, your shopping cart software will track that sale back to the JV or affiliate that sent them to you. And then you’ll pay a commission to that affiliate.
There’s no such thing as a “normal” commission… you get to set what it is depending on your business and your market. It might be 10% of the sale, or it might be 60%.
What matters is this: this is a super-fast way to build your business, because you’re leveraging other people’s followings. This is how I went from launches that were in the $100,000 range, and grew into the multi-million dollar range.
Note that the JV launch is an advanced strategy, and it probably shouldn’t be your first launch.
If you make a living by giving workshops or seminars (or you’re on the road making speeches), then PLF is your ticket to time and money freedom.
I’ve had PLF Owners who were traveling more than half the year, burning the candle at both ends and desperate for a change.
Product Launch Formula allowed them to scale their business in a way that has them traveling less and running the majority of their business online. And they still have the option to work with people in person, while commanding much higher fees.
PLF can give you the freedom to pick and choose which in-person events work best for you, your schedule, and your goals… so you can spend more time working ON your business than IN it.
For examples of business owners who successfully transitioned from in-person to online services, check out the Case Studies with Elisha Celeste, Tanya Targett, and Bill O’Hanlon.
The great majority of our PLF Owners have businesses outside the “make money online” niches. We have successful students in almost every niche and market available… even stuff you might think can’t be taught online like tennis and dog agility training. PLF Owners have taught just about everything under the sun... from learning guitar, to weight loss, to drawing and painting, to treating autism, and so many more.
Here’s a PARTIAL list of some of the markets that PLF has been used in:
Horse ballet (dressage), dog agility training, tennis instruction, guitar instruction, piano, singing, teaching youth soccer, baseball, getting more dates, finding a husband, youth ministry, yoga, meditation, raw food, health food, cooking with herbs, healing with herbs, alkaline water, weight loss, knitting, crochet, yarn, business coaching, blogging, reading echocardiograms, real estate, real estate investing, outdoor adventure, film documentaries, how to write love letters, how to write books, how to publish books, how to increase sales in small retail stores, test preparation, professional certifications, personal training, copywriting, tax prep, productivity courses, personal development, tapping (EFT), mixed martial arts, becoming a business analyst, digital scrapbooking, marching band accessories, cat and dog first aid, stock trading, futures trading, crypto trading, SAP programming, empowering women in Africa, carving wooden dolls, Photoshop tutorials, newsletter subscriptions, designing power circuits, loan officers, online dating, putting on workshops and retreats, diagnosing and treating autism, fetal alcohol syndrome, selling masterminds, learning Spanish, learning English, art work (i.e., paintings, sculptures, etc.), treating and living with cancer, making corsets, dentistry, handwriting analysis, how to draw, how to paint, massage therapist training, yacht rentals…
Many PLF Owners have great success with products that are not high priced. In fact, I can think of one PLF Owner who has a multi-million dollar business, and his primary product is a membership site that sells for $12 per month.
The thing is, all markets and niches are different. Some support very high prices, many do not. The good news is that the markets that don’t generally have high prices tend to be much bigger markets - so even though you’re making less money per transaction, there are a lot more people for you to sell to.
So the real question isn’t about the price of your products, but more about the overall size of your business.
Another thing to consider is that with a properly executed launch using Product Launch Formula, you’ll have the positioning to be at the top of the market in your pricing.
So relative to other people IN YOUR MARKET, you can be one of the premium providers - in other words, you’re the Cadillac option. And that makes all the “math” work better in your business - it increases your profit margins, increases your income, and allows you to spend more money to attract more clients.
Most of my clients have online businesses… but I’ve got a significant number of clients that have used PLF for their brick-and-mortar businesses. In fact, one of my first clients was a loan officer.
Of course, if you want to use PLF in your brick-and-mortar business, you’ll need to adapt the strategies somewhat. But the fact is, they definitely still work. And the reality is that all businesses need to have some level of a digital presence - and PLF is the gold standard in the online marketing world.
PLF has been successfully implemented in more languages and countries than we can keep track of. We have PLF Owners on every continent in the world except Antarctica (although we’re working on that!).
There are sometimes slight differences in the copy you use (there are some places where they think Americans are a little too loud and hype-filled)... but the strategies work around the world. They’re based on the underlying psychology of all humans - and fundamentally, despite the cultural differences, we have the same hardwiring in the way our brains work.
I know there’s a lot of courses out there on online marketing and building a digital business. Some of them are quite good.
But there are simply NO courses out there with the proven track record of Product Launch Formula.
There are NO OTHER courses that have been published and continually updated since 2005… like Product Launch Formula has.
To my knowledge, there are no other courses with a BILLION dollars in results by clients.
In fact, here’s a big difference - almost all of those other courses were launched using Product Launch Formula. Almost all of those other course creators learned from me and from PLF how to create and launch THEIR businesses. Take a look at what they’re doing to market THEIR courses, and you’ll see that they’re mostly using PLF.
Here’s the thing - I cannot guarantee you will find success with PLF. However, I’ve received hundreds of testimonials from our customers and routinely host live events with close to 1,000 attendees from over 40 countries around the world.
Almost every major thought leader, expert, and guru in the online space has used PLF to launch their products and grow their businesses… and hundreds more everyday entrepreneur-heroes have used PLF to change their lives (and their customers’ lives) for the better.
There’s a reason PLF has been around for so long, when other “make money online” courses come and go… even through recessions and dotcom bubble bursts, PLF just works.
So while I can’t promise you success, I know that if you stick with it and work through the program, the odds are with you.
Yes. PLF has been the cornerstone strategy for hundreds of book launches.
The strategy for book launches is slightly different than a typical PLF launch, but it’s still based on the same core principles of every successful launch.
And as part of PLF, you get an entire “Book Launch” bonus module, detailing how to apply PLF to book launches.
I’ve always been a fan of using things that work… and PLF just works. I know it’s fashionable to keep moving on to new things, but it would be crazy to stop using a strategy that just keeps working. In fact, I would argue that PLF has been the single most successful strategy in online marketing over the last 15+ years.
That being said, PLF hasn’t been standing still - in fact, the latest version is almost completely re-made from the one before that. There are new tweaks and tactics built into the course every time a new version is released - making each edition of the program easier to use and implement than it’s ever been.
The proven big-picture PLF strategy remains largely unchanged - and it keeps working, but the tactics and tools are always evolving… as you’re seeing in real time with this edition of the Launch Masterclass.
I know that Product Launch Formula has been used for MLM/network marketing… but it’s not something we provide any specific training or support for.
Many PLF Owners have successfully used PLF to launch a physical product.
One of my first-ever students is a man named John Gallagher, and he used PLF to launch a board game. He’d tried to launch without PLF and sold only 12 copies of his game. After he joined PLF… well, let’s just say he sold a LOT more games - in fact, he’s sold over 100,000 games. And that was just the start of his success - he’s now gone on to create a multimillion-dollar business teaching people about edible and medicinal herbs.
Shelley Brander used PLF to revive a flagging brick-and-mortar knitting store and launch a profitable physical product offer for that business.
This is just the tip of the iceberg… bottom line is PLF works in just about every niche it’s seriously applied to.
Most people don’t think about this… but PLF is actually a B2B product being sold to a B2B market. My primary market is business owners, and I’ve been using PLF to sell PLF for more than 15 years.
Now when some people say B2B… they’re talking about big corporate sales. And yes, PLF has been used there as well. It’s not the primary market that I’m serving, but PLF has been used for things like selling big six- and seven-figure CRM systems to large corporations.
Of course, if you’re going to do something like that, you’ll have to adapt the formula somewhat. People don’t click an order button and fill in a credit card for a six-figure purchase.
But the reality is that if PLF can give you an edge in those types of sales, then closing even one more sale (or getting one more appointment) would make the investment in PLF a no-brainer.
I’ve had a surprising amount of artists, musicians and other creative folks successfully use PLF, including Sandra Angelo, who calls herself the “Fairy Art Mother”.
And be sure to check out the Case Studies with Mary Gilkerson, Debbie Arambula, and Nicholas Wilton. They’re all artists doing great things with PLF… and you can find their Case Studies on this page.
I actually lay out something I call “The Alternate Path” in Module 1 of PLF that specifically relates to how to structure your launch if you’re launching a creative project.
PLF is not a copywriting course... but the good news is that when you follow the formula, you don’t need to be a genius copywriter.
PLF gives you a formula where you will naturally create great copy - usually just by speaking it. The reality is that most of us are better at speaking than we are at writing, and PLF taps into that. When you follow PLF, you don’t need to be a great copywriter or a gifted sales person.
It’s the formula that makes the sale - and when you share your Prelaunch Content following the formula that we give you in PLF, and you follow the examples and templates that we give you, you’re going to do great. You’re going to write compelling copy.
We also give you lots of tested swipe copy and examples to work from. Many of these are plug-and-play, and you’ll be able to use them in your launch (and they all come from proven launches that have made lots of sales).
The main thing to focus on right now is thinking about how to help and be of service to your audience - and making sure your copy addresses that. When you are focusing on providing value, making sales becomes a heck of a lot easier.
The awesome thing about PLF is that you don’t have to use video if it makes you uncomfortable. I’ve personally done tons of launches where I used nothing more than email.
You can also use PDFs, blogs, podcasts, or screen-capture videos for your Prelaunch Content.
Bottom line, you can absolutely use PLF without ever showing your face on camera… and LOTS of my PLF Owners do so.
Welcome to the club!
Really, very few people are “naturals” when it comes to selling.
I am DEFINITELY not a born salesperson. I was scared of selling.
A big part of the reason PLF exists is because I was terrified of selling my first product… and kept giving away more and more valuable content so I wouldn’t have to ask people to buy from me.
Amazingly enough, my fear of selling ended up being the thing that helped me create the Product Launch Formula. Funny enough, PLF is the best sales tool online.
If you’re worried about turning into a sleazy, slimy salesperson - you can relax. Yes, this program will help you sell more of your products and services, but it’ll show you how to do it in a super-cool, super-friendly, non-sleazy, and non-salesy way.
And that’s important... because at the end of the day, sales are the lifeblood of your business. You NEED to sell if you want to have a business… and if you want to help more people. PLF will help you sell in a way that provides a ton of value and makes your audience feel happy to do business with you.
If your entire goal is to “get rich quick” without having to put in any work, then this program probably isn’t for you.
The truth is… I legally cannot guarantee you will make back your investment on your first launch (or at all). That’s the law.
And really, there are far too many factors at play for me to make any kind of guarantee like that. Personally, I made only $1,650 from my first launch. But that was perfect for me… because even more important than the money was that it proved to me that I could make it online. I realized that if I could do it once, I could do it again… and do it even better. That’s what I focused on… making each launch bigger and better than the last.
And I’ve now done over a dozen million-dollar launches. I’m not saying this will happen the same way for you, it’s just how it worked for me (and I was a struggling stay-at-home Dad when I started).
Bottom line, if you have a good product, a good offer, if you work the system, and if you continue to improve, then I know you can build an incredible business.
One of the best parts about PLF is the coaching and support you get within the program.
I wanted to give you your best possible chance of success, so I brought on an incredible staff of world-class coaches to help get you launched. You’ll be able to join monthly coaching calls for a full year.
Not only are the coaches dedicated to helping you on these coaching calls… they’re also helping out and answering questions in the PLF Portal and in the PLF Owners Alumni Group on Facebook.
You can get your individual questions answered in our group coaching calls, but the calls are not 1-on-1.
What we’ve found is that the group calls actually provide more value than 1-on-1, because you get the value of hearing the questions and answers of other PLF students.
You can also get your individual questions answered in the PLF Portal and in the PLF Owners Alumni Group on Facebook.
At the end of the day, this question is really about the support you’re going to get… and if you look at the results that our PLF Owners have gotten in nearly any market you can think of, and in dozens of countries around the world… well, the level of support is clearly there.
If I have any superpower, it’s building a community. And the PLF Community is one of the most supportive, engaged, and active communities I’ve ever had the privilege to be part of.
We’ve got the PLF Owner portal, where you can ask questions and get answers about all the training videos.
Then there are the weekly coaching calls where you can ask questions of my coaches… and you can hear the questions of other PLF Owners - that way you can get answers to questions you didn’t even know you had.
Finally, we’ve got the PLF Alumni Facebook group, where you can get advice, feedback, and support… from both my team of world-class coaches and your fellow PLF Owners. It’s also a great place to meet potential JV or affiliate partners.
You get the full PLF training program and portal that takes you through all the strategies and tactics that have driven over a BILLION dollars in launches by our students.
PLF includes nine modules that walk you through creating your first launch… and then growing your launches from there. You get a targeted timeline and checklists to help keep you on track, module by module.
You also get to see complete launch videos and scripts from launches in various markets, with full breakdowns by me. In other words, we took some of the launches by our students and (with their permission) I went through them to analyze what they did well and what they could have improved. If you love to learn by example, this is pure gold.
Plus you get my “Product Launch Swipe File” - this is the email copy from $7 million in launches that I’ve done, plus additional copy from some of our PLF Owners’ launches. You can use this copy as a starting point, so you’re not facing a blank page when you sit down to plan your launch.
There’s also additional training on how to go beyond just launches, and build your entire business with your launches (which I call the Business Launch Formula).
Then you get our PLF Portal and Community… where you can ask questions and get answers and support from my team and fellow community members.
There are also transcripts of all the training videos (perfect if you’re like me and you like to read more than watch videos).
Plus you get the audio files of all the training videos (if you would rather listen to the trainings instead of watching the videos - great while you’re driving or taking a walk).
You also get 12 months of live Coaching Calls with my in-house team of coaches.
Then there’s our amazing Facebook PLF Owners Alumni group - there’s pure gold in this group, and it’s where you can really tap into the community and interact with all our other PLF Owners (and I mean past and present… so you’re rubbing shoulders with the giants of the PLF world - people who have done six and seven-figure launches).
Plus you get these extra bonuses:
The full PLF program is 9 weeks long - we release a new module each week over those 9 weeks. We’ve found this is the process that helps you get launched as quickly as possible… and it prevents overwhelm. So the minimum is 9 weeks, but some of our most successful students continually revisit the course every time they go through a launch.
A Sparta Launch is a type of launch for a very high-end, exclusive offer. We’ve seen Sparta launches from $5,000 up to $25,000… and we’ve seen them in all kinds of markets, including tennis instruction.
The truly remarkable thing is that the Sparta Launch is one of the very simplest launches - it’s generally done with just a few pieces of email and a survey. We’ve even seen them done by relative newcomers.
You will need to understand the fundamentals for PLF to make it work… but to help make this even easier, I’ve included a bonus training on the Sparta Launch inside the PLF Portal.
You will have immediate access to the PLF portal after you register. You will find your login credentials displayed on the thank you page (where you’ll also see my welcome video).
We’ll also send an email with your login info. If you don’t receive login instructions via email within 10 minutes of ordering, be sure to contact our customer service team at firstname.lastname@example.org.
As soon as you order PLF, you’ll get immediate access to the getting started section, the 3 Bonus Mini-Modules (“Operation Quick Start”, “Secrets of Leverage and Scale”, and “Launch Partnership”), the resource section, and the case studies.
You’ll also have access to the “Tech Stack Quick Start” bonus, the "Launching Your List” bonus course, and the “Product Creation Code” bonus course.
You’ll have everything you need to get prepared for Module 1 which you’ll get access to on Monday, May 31st.
Life is pretty crazy right now. There are a lot of disruptions and complications in many people’s lives at the moment… and we all fall behind sometimes - even during the best of times.
If you get busy or need to take a break, we’ll send you some gentle reminders to help get you back on track. And if you’re really far behind, you can always pick back up where you left off… whenever you want.
The modules are released over the course of 9 weeks, but you have an entire twelve months of coaching calls… so even if you fall behind, you’ll have more than enough time to catch back up.
Plus, you have access to your version of the program for at least two years. In reality, it will probably be longer than that, but since all software systems eventually break down, we can’t guarantee it will be forever.
Finally, you can always upgrade to the latest and newest version (we generally update PLF each year) for a very low maintenance fee (just $197 to get the latest and greatest version, including a year of coaching calls).
Your investment for PLF is $1997.
We also offer a six-pay plan, which is six payments of $397 each, spread 30 days apart. If you choose the six-pay option, you can always upgrade to full-pay anytime in the first month, if you change your mind.
When looking at any type of investment, the big question is what type of return that investment will bring to you. Of course, everyone’s returns will vary dramatically - and yours will as well.
But a single launch could give you a tremendous return on your investment. It could literally make you many times more than you spend on your registration.
And the true measure of the return on your investment isn’t just that first launch - it’s what your second, third, and fourth launches make. And even beyond that, it’s the ongoing value of the business that your launch creates for you.
I have PLF Owners who wouldn’t let me buy back their copy (and the experience, knowledge, and training they’ve gotten) for literally a hundred times what they spent.
Here’s another way to think about it… compared to an MBA, you’ll get an actionable system that you can put to work within weeks, all at a fraction of the cost. (Not to mention that you won’t get a guarantee for the tuition you’ll pay for an MBA!)
I understand that choosing to invest in yourself can be a difficult decision… and for some, it might be especially scary right now.
The thing that a lot of people don’t realize is that starting your own business is really the only true form of job security. It’s how you stop depending on others for a paycheck. It’s how you control your income regardless of what’s going on in the job market… or the world.
I think that’s a pretty good thing to invest in. So I’ve decided to make it as easy as I can for you - even if you can’t pay for the full program right now.
You can get access to PLF today with a down payment of $397. We call this our six-pay plan, and after that down payment, you’d have another five payments of $397 each. You’ll have 14 days to try out the program and see if it’s right for you. And if for any reason you do not want to continue, we will give you a full refund.
You’ll get access to your version of the program for at least two years. In reality, it will probably be longer than that, but since all software systems eventually break down, we can’t guarantee it will be forever.
Plus, you can always upgrade to the latest and newest version (we generally update PLF each year) for a very low maintenance fee (just $197 to get the latest and greatest version, including a year of coaching calls).
First off, we’ve created a new interactive Launch Path for you. You’ll always know where you are in your launch journey and can get easy access to all the relevant resources here. We’ve also made it easier than ever to search within the portal and find whatever you’re looking for. No need to know which module something was in.
There are also some cool surprises hidden throughout the course as you make your way through it, including swipe files and strategy/tech breakdowns of real-life launches.
And of course, you’ll also get an entire year of coaching calls.
What’s NOT new is Product Launch Formula itself - because it’s based on strategies that tap deeply into how the human brain works. That’s why PLF has been the most impactful training course for online marketing since it was released way back in 2005.
Significantly, there is NO OTHER online business training program that’s been on the market and continuously updated for that entire time. And there’s no other program that has had the success record of PLF.
And that’s probably why over 1,200 of our PLF Owners upgraded to the latest version this year.
Yes! We always take care of our PLF Owners… and we’ve got an amazing upgrade special for you. You can upgrade to the latest version for only $197. Send an email to email@example.com, and my customer support team will get you taken care of.
The Evergreen Launch is an advanced strategy, and it’s generally not a launch that we advise starting out with. There are always exceptions, but you should make sure your launch is working first in real time before you attempt making it evergreen.
The JV or affiliate launch is an advanced strategy, and it probably should NOT be your first launch.
I have had PLF Owners start with a JV Launch, but it’s more complex, and there’s more work that needs to be done. You should probably test out your offer and Prelaunch Content with an Internal Launch first.
Yes we do. You have a full 14 days from the date the first module opens to “test drive” PLF before you decide if you’d like to keep it. If for any reason you don’t think it’s right for you, then you get a full refund - just send an email to my support team: firstname.lastname@example.org.
Not only is it possible… I highly recommend it.
The Seed Launch is a great way to sell your product first, and then create it. You get your prospects to tell you what they want you to create, and then work directly with you to create a beta version of your product.
If this seems illogical or immoral… or just plain crazy, well it isn’t. In fact, it happens all over the place. For instance, you pay for a college class before it’s actually delivered. Same thing for a newspaper or magazine subscription. And it’s the same with a play or a concert. There are examples almost everywhere you look.
And then there’s this - I see so many people who spend all kinds of time THINKING about creating a product… but they never get around to it. How much more motivated would you be to create that product when you’ve actually got the money in hand from launching it?
And the great thing is that the Seed Launch makes the product creation super easy - in fact, it’s almost automatic.
Absolutely. We find that people tend to get the best results when they go through the course as part of our class with everyone else. But it’s designed so you can go through it at your own pace. If you want to start in eight weeks, then all the material will be there for you.
And you’ll have access to your version of the program for at least two years. In reality, it will probably be longer than that, but since all software systems eventually break down, we can’t guarantee it will be forever.
Plus, you can always upgrade to the latest and newest version (we generally update PLF each year) for a very low maintenance fee (the maintenance fee is currently just $197 to get the latest and greatest version, including a year of coaching calls).
“PLF Live” is a live, 3-day, workshop where I personally walk you through each step of planning and executing your launch. It goes perfectly with the PLF online coaching program. It’s also the place where you can connect with hundreds of other PLF Owners for camaraderie, inspiration, and community.
At PLF Live, we have 1,000+ people from all around the world. And no matter what level you’re at, you’ll meet others just like you. We have complete newbies interacting with people doing million-dollar launches… and it creates an amazing event.
There really is no event quite like PLF Live. This isn’t an endless parade of speaker after speaker. PLF Live is a practical, hands-on, roll up our sleeves workshop with one goal - to map out your next launch.
At the end of PLF Live, you’ll know exactly what you need to do to move your business - and your life - forward.
And as great as last year’s was... this year’s going to be even better.
We’ll have breakout sessions with other attendees, work periods, and time for Q&A… and we’ve also got some surprises in store for you too.
PLF Live will be held in the spring of 2022. More details to come later!
If you’re wondering if PLF is right for you, here is a wall of amazing case studies that will tell you what’s possible when you decide to launch. These are real people who are just like you. They work in all kinds of niches from personal finance to selling fish… and they all started with radically different levels of experience. They’ve got some pretty incredible success stories to share. So take a look. Click on any of them to watch the full case study.
(And if you’re looking for a specific kind of launch or niche/market, you can use the dropdown menu below to filter the case studies by type.)
Janna Morishima had just started her brand new business as a literary agent in January of 2020. In March, she was seriously considering getting a new job when she suddenly remembered learning about Jeff and PLF. She went all in and grew a small list of 150 people... and when she made her first offer, she had 27 sign up, netting almost $24K for her very first launch!
When Lorraine Dallmeier returned from maternity leave, she found herself mommy-tracked. So after her first PLF launch for her side-hustle skincare company made £35,000, she quit her day job. Business has grown exponentially since then and Lorraine now has a team of 31. They had their first million-dollar launch in May, right in the midst of the COVID-19 pandemic.
Elliott Connie is a psychotherapist who teaches other psychotherapists how to do Solution Focused Brief Therapy (SFBT). Over the years he’s built a sizable practice and traveled the country as an expert speaker. He started launching back in 2016, but it all came together in March of 2020 after the pandemic led to a string of speaking cancellations. So he went all in and generated more than $50K!
Kate Bee was working 2 jobs and anonymously blogging about her journey to sobriety when she suddenly decided to apply for a business grant. When she got the grant, she decided to share her journey and wound up doing a small "accidental" Seed Launch. Then she discovered PLF and things snowballed... in 2016 she had 160 sign up for her Sober School. In 2017 it was almost 600... and she just had her first 6-figure launch!
Amy Small is in a niche of a niche… she designs hand-spun yarn and creates custom knitting patterns. Her very first PLF launch led to $12K in a single day… and her most recent one brought in $100K in the first HOUR. Her customers LOVE her “knit-along” events, especially since the start of the pandemic. Now Amy’s living a life she loves and being creative every day.
Amanda and Jonathan Texeira managed to save enough to pay off $24,500 in debt in less than 8 months. After that happened, they had people begging to learn how they did it. But life kept getting in the way… until Jonathan was suddenly laid off, and it was time to find another way to put food on the table. Their first launch brought in $6,000… and things kept getting better from there. More recently, one of their next launches made enough to pay for the high cost of adopting a child.
Jeff Noble teaches people about Fetal Alcohol Spectrum Disorders (FASD), which are the leading cause of developmental disabilities. Even though he’s not a doctor or therapist, he’s used launches to turn his passion into a global mission, and now travels the world to teach people how to cope with this misunderstood health condition.
Anne LaFollette was close to retiring from her longtime corporate job… and then she was laid off. She signed up for PLF, turned her pattern-making hobby into a business - and is about to cross the six-figure line just a year after her first launch.
Dylan Frost and his partners built a successful business selling physical products on Amazon. They developed a system for wholesaling products, and started teaching their method to other sellers. Using PLF, their first launch brought in $147,000 and each of the last four launches brought in more than $1 million. Dylan anticipates crossing the $10 million mark this year.
Mary Gilkerson is a painter who decided to take her experience teaching college-level art and use it to create an online course. Before PLF, she brought in a pretty respectable $12,000… but after PLF, her launch brought in $54,000. Now Mary’s online art courses are consistently full, and she’s selling more of her own work than ever before. AND she’s using PLF to sell her paintings for up to $12,000 each!
We recorded a case study with Thembi Bheka after she had a lot of success with PLF in the real estate market. Two years later, she's replicated that success in her virtual assistant agency. Thembi is now at a point where she brought in six figures from a 3-day, email-only launch. And while she loves the money she's learned to make through PLF, she loves being able to help women from her native Zimbabwe even more.
As a farmer, Blaine Hitzfield wasn’t sure if PLF would work for his family’s business. But his wild-caught fish launch brought in $38,000 in 7 days - double the amount the farm would normally make on seafood in an entire year. He thought it was a fluke… until he did a launch for his grass-fed and pasture-raised beef... and the numbers were just as crazy.
Dayna Abraham had JUST started her launch in March of 2020. Day one was off to a solid start… until Disney World announced they were shutting down. The NBA quickly followed suit, and the shutdown was on. By 5pm she’d called an emergency team meeting and retooled her whole approach. She pivoted to focus on serving, and kept launching… and brought in over $400K while helping hundreds of families through a global crisis.
As a young artist, Sabrina Ward Harrison couldn't find the resources she was looking for, so she created them herself. After years of in-person workshops, she worried about whether her work would translate online. The answer? She made $30,000 on her first PLF launch, six figures on her second... and now she's living in her dream home on a lake (with a dock and a canoe).
Keyboardist Michael Walker loved touring and interacting with his audience… but he wanted to be home with his bride and start a family. Now he helps other musicians grow their fan bases and tour profitably. Starting with no list, Michael now has a sales funnel that has made $30,000-$50,000 a month - every month - since he started 18 months ago. And he has plenty of time to enjoy his toddler son.
Busy mom-of-four Kayse Morris planned her first launch while she was 7 months pregnant. She met her launch goal of $25,000 in just a few hours... and her first two launches brought in more than $300,000 in less than 4 months. Kayse’s market? Showing teachers how to sell their lesson plans online.
Max Guidi teaches yoga courses online for the Italian market. After planning and executing his Seed Launch in just a week (and making a respectable $2,000 for his effort), he launched his course again… and it brought in around $90,000. Max now helps to train both students and yoga teachers all over the world and is currently developing an online yoga school.
David Wu and Sean Johnson are passionate music fans who knew they enjoyed teaching, and knew their audience wanted something cool and unique. So they spent 3 months learning how to scream… and then created a training product to teach others. Their launch brought in six figures… and they’re just getting started.
Nicholas is a fine-art artist who has led offline workshops to teach people how to paint. Then he used PLF to bring his workshop online - he started from scratch and his first launch did over $400,000 in sales. And he followed that up with another launch that made around the same.
Erik was not sure what he wanted to sell at first… but he knew he was ready for something different after 26 years as an accountant. He found a surprisingly hungry audience and did his first launch, bringing in $10,000 before even creating his product. In just 10 months after starting his online business, Erik made $220,000 in revenue (and is already planning his second launch).
Shaman and personal development expert Linda Fitch loves helping people become their best selves, but felt limited as an in-person practitioner. After discovering PLF, she's been able to offer more content... spend more time teaching and serving her tribe... and her list has grown 250%.
Luis Carlos Flores and his wife are psychotherapists who help Latin American parents become great parents. They put together their first launch in just 3 weeks, netting 130 new students in 10 days. Six-figure launches are now the norm, even though their Latin American market doesn’t usually buy online. But the best part is the daily thank you notes from happy clients…
Cathy Hay has a membership site where she teaches people how to make beautiful, historically accurate corsets. She started the site long ago, and sales were OK... but not really growing. And then she started using PLF… and the results were dramatic.
Kara Andretta helps cake decorators run successful home businesses. She had a blog that got lots of readers, but very little revenue. In her first launch, Kara more than doubled her list and made $91,000.
Kat and Jason O’Neill are in the cannabis industry. Their first Seed Launch brought in $11,500… and that was technically before their course even existed, which means they got paid to create the course! Now after doing their Seed Launch, they know so much more about their audience, and they’ve got ideas for a bunch of cool new products.
Oonagh Duncan runs a business called Fit Feels Good. She’d been making offers every month for more than a year to a dwindling list. She was starting to get worried about business sustainability when she came across PLF. Her most recent launch is on track to generate $94,000, and her clients are not only losing weight… they’re going out into the world and transforming their lives.
Dylan Ayaloo has trained yoga teachers and run personal transformation programs for the last decade and found PLF right after the pandemic lockdowns started. His in-person business model took a big hit, so he embraced online business in a big way… and it’s really paid off, helping him not only create new offers and bring in more revenue, but also have people writing in asking for personal coaching
Eva Smith has taught yoga teachers since 2008, and her first (pre-PLF) launch netted a single sale in 4 months. Then she discovered PLF and grew her business from nothing to $100K in the first year... and now has grown her business to a consistent $1MM in revenue. She now does 20-30 launches a year and says, "Every time we launch, we grow!"
John Fealy already had a successful business building sheds for people. He realized his system might be super valuable for other would-be shed builders... so he decided to launch. In March of 2020, he made his first offer to his tiny list and got 22 people to sign up. Now he's got TWO successful businesses... and his students are starting their own too!
Laura Brandenberg helps people start careers as business analysts. She was doing $20,000 launches on her own before she joined PLF... but just a few months after starting the program, she had a $96,000 launch.These days, six-figure launches are the norm - she just had her sixth in a row. One big surprise? How much her B2B, numbers-oriented clients respond to the emotional triggers PLF teaches.
Shelley Brander had a successful brick-and-mortar yarn store… but it suffered every year with the seasonal swings of the market. Then she went online with PLF, and it changed everything in her business (and her life)...
Artist Matt Tommey helps other artists make more money. He was ecstatic when he made $11,000 in his first year selling courses... but that was before he knew about PLF. Since 2016, Matt's business has grown more than 75X, and he's on track to have his first seven-figure year... while having plenty of time to pursue his own artistic passions.
Ronny Max is a coach and consultant in retail technology - a highly specific niche. Her first Seed Launch surpassed her financial goals, grew her list by 50%, and landed her lots of speaking engagements. At a time when others in her industry have lost 50-80% of their business, Ronny's is thriving.
Walt Hampton is an attorney who coaches other attorneys in marketing and business development. He had a list of 10,000 for his first launch... and was appalled when only 83 registered. Using PLF principles, he adjusted on the fly and ended up pulling in $31,500. And once bar associations starting hearing about Walt's offer, things really snowballed from there...
Susan Garrett was already a successful business owner, traveling the world teaching people how to train their dogs. But her schedule was exhausting and unsustainable. When she bought PLF, she was hoping to make enough to pay it off before the credit card statement came in and her husband found out. Her first launch made $27,000… but she didn’t stop there. Susan now does million dollar launches (in her dog training niche, without JV partners).
Pre-PLF, Elisha Celeste had been living in a tent. One year later, she’d collected a massive $400,000 from two launches - and moved into a house. Her specialty is helping people get rid of chronic pain… and she has far more impact, and income, from going online than she did after years in private practice.
I’ve probably done over a hundred Case Studies… and Bonnie Christine’s story is one of the most amazing. Her market is designing fabric and wallpaper… and her first launch did $342,000! And she didn’t stop there...
Back in 2010, Julie Duffy was stuck at home with the kids, leaving her with very little time to get her writing done. On a whim she created a 30-day "story a day" challenge, and 100 people joined her on her journey. The more she ran her challenge, the more it grew... until she realized she had to let it go or turn it into a serious business. She just did a 5-figure launch this spring, and it's only going to grow from there...
Vanessa Marin had a sex therapy business where she worked with clients on a one-on-one basis. She had a thriving business, but she thought she could help more people with an online business. She and her husband discovered PLF… and they’ve never looked back. Their first launch brought in $15,000… and their results grew from there. Their next launch did $45,000 and the one after that did $105,000.
Barry was a very successful entertainer. Then he had a mountain biking accident that left him unable to perform… and his business (and income) were dead in the water. Then he found PLF, and it changed everything in his business...
Bill O’Hanlon had a very nice business – but it was unleveraged. He was traveling three or four times per month, and his lifestyle suffered from his grueling travel schedule. So he created an online course to give himself time freedom. That course made $5,000. Then he got PLF and did a $68,000 launch with the very same course… and he was just getting started.
Julie Tupler is a world renowned expert in a niche most of us have never heard of... the better belly business. She discovered PLF and started seriously launching in January 2020 with an old, cold list of 5640 people. She brought in 60 new clients, and kept going... and launched every month for the last 7 months.
Lori Williams is one of the world's top instructors in controlled remote viewing - a super-specific niche. But her expertise didn't translate to much income... until she tried PLF. Lori went from making $40,000 a year to around $300,000 - and she raked in $160,000 during her very first launch.
Ray's been using PLF since 2005. After using PLF to get more clients, copywriter Ray Edwards later used it to sell a writing course. He tripled the results of his previous launch... and then doubled that number again the next time. Ray also owns a coffee shop. While other businesses were shutting down last spring, he used PLF principles to keep people showing up - and engineered his two most profitable months ever.
As a personal development coach and speaker, Robb Zbierski used to travel 3 months a year. When he was sidelined by the global health crisis, he knew it was time to transition to virtual events. Using PLF to launch his first one, he made $39,000... far more than the $12,000 he used to net in person. The best part? Being home with his family!
After she was diagnosed with Bipolar disorder, Gabriela Pereira decided she had to leave her dream job. Then she found PLF, and used it to create a business helping writers master their craft. Being in control of her business means she can operate on her own schedule, even on days when her health is a challenge.
Dr. Karen Leggett helps women keep their hormones balanced. Burnt out from long hours and paperwork, she did her first Seed Launch with no list and no product. Now she makes $30,000 a month selling her physical products - and she loves launches. Karen has another doctor manage her busy private practice, while she runs her online business and travels with her husband in their RV.
Renee Fink has a B2B business in the “employer records” industry. Faced with an ill business partner and the company losing money fast, she turned to PLF. Renee’s second launch led to a seven-figure contract... from an email list of just 1,000 names that she’d built from scratch, without spending any money on advertising.
Polly Alexandre is a coach who helps people with their “money blocks”. Her first launch brought in over $51,000 dollars... which snowballed into another launch and then a mastermind event. From just one launch Polly made an astounding $531,170… all while globetrotting between London, Ibiza, and Los Angeles.
Craig Peterson is a computer engineer who sells very high end B2B networking and computer security hardware, software, and services. He recently sold $700,000 from his launch… with another $400,000 in the pipeline.
An urban farmer, Stacey Murphy was passionate about bringing healthy foods to the world. To expand her reach, she created an online course but couldn’t get much traction with her audience until she found PLF. Her first PLF launch brought in 3x the revenue of her solo launch. She doubled that with her second PLF launch, and her opt-ins have increased by an incredible 8,900%.
Rob Schwartz runs a non-profit that trains therapists and healers. Despite having a ton of great assets and trainings, the non-profit was struggling. And facing his second straight year of losses, he wondered if he would have to close the doors and shut down the business. Then he discovered PLF and put it to work. He’s done $1.2 million in launches since 2015… impacting thousands and securing a bright future for his non-profit.
Sylvie wasn’t sure what she wanted to launch, so she did a launch for her painting instructor. She beat her goal of 30 sales, making 68 sales in just the first hour of the launch - and eventually pulling in $200,400. Sylvie is already planning her next launch.
Tanya Charlotte Targett had a great income, but her business was unleveraged. She had to travel constantly – her health suffered and she was away from her daughter far too much. Then PLF transformed her business...
Eric Goll had figured out how to help his family navigate daily life with his sister’s disability… but would it sell? Eric did a Seed Launch to find out - and starting with no list or product, he surpassed his goal by 65%. His new goal? Helping 100,000 families affected by intellectual and developmental disabilities live life to the fullest.
Feng shui expert Patricia Lohan had already launched on her own and saw modest results… but then she discovered PLF and her numbers really took off. Her first PLF-style launch brought in the equivalent of her annual salary at her last job. These days, Patricia is nearly doubling her list and her profits with every launch.
Dr. Julie Helmrich practiced psychology in a traditional setting. She wondered if she could take her mental health training online. Her first launch brought in $17,000 - and her second launch, three times that. An unexpected bonus? Her brick-and-mortar practice is stronger than ever.
Ross Grant teaches actors about high performance… he had a blog, but he wasn’t making any money. In fact, he was losing money with his blog every month. Then he did a PLF launch and made $15,000 from a list of 180.
Valerie Young trains career coaches who help their clients make a living without having to rely on traditional jobs. She has an unusual perspective within her niche, and she’s done super-well with it. Over the past 13 years, Valerie has done numerous launches for different products... consistently bringing in $50,000 to $90,000 every time she launches.
Des and Micheal O’Neill have a business consulting practice with accountants in Ireland. Their first launch using Product Launch Formula did 180,000 Euros and completely transformed their business… and that’s just the start of their story.
Debbie Arambula is the “Heart Artist” – she paints hearts, and she’s very successful at it. This is how she uses Product Launch Formula to sell her paintings and prints...
Kami McBride started from scratch (a few years ago she didn’t even have a cell phone), and she’s now done four PLF launches in the last year – and three of them have done more than $10,000 in sales...
Jason Miles and his wife Cinnamon had a very small business selling doll clothes – then they used Product Launch Formula to multiply their results by 10x...
Troy Dean had a successful membership site, but was frustrated because his business was stuck – and he couldn’t figure out how to grow it. Then he got PLF and put it to work – and four launches later he’s built his business to the seven-figure level...
Dayna Abraham started a parenting blog with the hope she’d be able to earn enough to pay for a box of wine. With PLF, she’s made more than enough for that wine - she’s raked in enough to fulfill her dream of opening a school! Her first launch made her over $16,000… her next one brought in $71,000... and the one after that brought in a staggering $209,000.
Thembi Bheka arrived in Canada with just $5 in her pocket, after leaving an abusive relationship in her native Zimbabwe. She knew nothing about online marketing when she discovered PLF, and launched her first course in just six months. Now she’s empowering women in Africa and teaching people about real estate investing. And she just celebrated her first six-figure launch!
Scott Glover is an equipment finance broker. After 20+ years of successfully brokering deals, he starting teaching others how to do it. Having no list made Scott the perfect candidate for a Seed Launch. Since then he's launched six more times, bringing in $30,000-$40,000 each time... pretty good for what he considers his side hustle!