If you've been around the world of internet marketing for any length of time, you'll be very familiar with product launches. They happen just about daily in the IM space, and increasingly in many other markets as well.

And you may also be aware that Jeff Walker has been fairly unanimously credited with inventing the online product launch model that is now being used in markets ranging from the micro-niche obscure such as "horse ballet" aka "dressage" to massive product launches like the Apple iPad (yes, Jeff Walker's marketing methods have indeed been consciously applied by Apple's marketing execs, to the tune of hundreds of millions of dollars in iPad pre-orders.)

Jeff started back in 1996 with a barely online email newsletter in the stock market investing niche. I say barely because his launch of the first version of that paid newsletter didn't even include a method of accepting payment online - he actually asked people to mail him checks for the subscription fee of his online newsletter. Yet, by the standards of the time, his launch was a huge success and paved the way for Product Launch Formula.

PLF is Jeff Walker's hallmark contribution to modern internet marketing and in many ways, it revolutionized how products (both digital and physical) are sold online. Many top marketers have co-opted the PLF launch approach and most of them have been direct students or clients of Jeff's at some point in their careers:

Frank Kern, Eben Pagen, John Reese, Yanik Silver, Rich Schefren, Brad Fallon and Andy Jenkins, Dan Kennedy and Bill Glazer

and that is just a sampling from the heavy hitting A-lister category. There's a ton of other "regular people" that have used Jeff's launch strategies to achieve life changing results for their businesses, in markets as small and specialized as "baton twirling accessories."

The "Secret" Behind Product Launch Formula

So, exactly what is so revolutionary about PLF? There are several key principals that when combined, yield massive results in a short period of time. If it had to be stated in just one word, I believe Jeff would say that word would be "sequence".

Every launch is sequence of messages and content that is specifically designed with mental and emotional triggers built into them. And, the word sequence implies the concept of time - more specifically, a limited period of time. The key word there being "limited", which translates to "scarcity" in the world of marketing.

To summarize the "secret" then, it involves properly designed content and email messages, delivered in a specific order, to a list of pre-qualified members of a targeted market, in the context of limited product availability (only available for x days or to x number of people) i.e. scarcity.

As Jeff describes it, he teaches people to take the traditional concept of a typical long form sales letter and turn it on it's side, so that each section of the persuasive sales message is delivered in bite sized chunks over a period of days or weeks, during the pre-launch phase (rather than all at once with an overwhelming 20 page sales letter.)

By doing that, when the launch day arrives, anticipation for the product is so high that the product will likely not need a sales letter at all - because the prospects have all made a buy decision days before the product goes live and becomes available.

Anyway, if you are interested in learning more about product launches and PLF, go pick up his free training material while it is still available. He is in the middle of launching PLF 3.0, and has released a series of pre-launch training videos and PDFs that essentially give away his entire PLF system for free. You can get all of that here for a very limited time:

Product Launch Formula 3.0

(That's not an affiliate link. Jeff's affiliate program is highly exclusive, and generally closed to all but a select few with lists in the hundreds of thousands.)

And, if you're interested in following Jeff's work, check out his recently launched blog at

http://jeffwalker.com