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Launch: An Internet Millionaire's Secret Formula to Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams
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Launch: An Internet Millionaire's Secret Formula to Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams

3.97  ·  Rating details ·  3,796 ratings  ·  260 reviews
Launch will build your business fast. Whether you've already got a business or you're itching to start one, this is a recipe for getting more traction.

Think about it: what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in
Kindle Edition, 170 pages
Published June 24th 2014 by Morgan James Publishing (first published June 1st 2014)
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Average rating 3.97  · 
Rating details
 ·  3,796 ratings  ·  260 reviews

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C. Hsiung
Jul 21, 2014 rated it it was amazing
Hype or Real?
If you’re hoping to become an instant millionaire, you’re in for a rude awakening. You’re not going to become rich just by reading this book.

The Proof is in the Pudding
Okay, the book title tantalized and I bought Launch a few days before its release. Jeff Walker had already turned on his Internet marketing machinery long before the book was on the shelf. It started to drive sales using the methods he teaches. The fact that it climbed to the #1 spot in The NY Times Bestse
Sep 19, 2014 rated it really liked it
The book contains good instructions to online marketing in a mix of stories, theory and concrete examples.

My key takeaways:

- E-mail list is your biggest asset. Focus on list-building!
- Get a rid of "hope marketing" or just hoping that your product sells.
- Your market is conversation. Open a dialogue with your potential customers and learn from them.
- Product launch is about creating value to your customers. Always exceed your customers' expectations.
- Product launch is actually sequence of messa
Barnabas Piper
Mar 04, 2015 rated it did not like it
This book was so bad as a book. Buried within it were some very practical online product launch tips, but most of it was a puff piece about how much money he mad and then selling subsidiary products and services. The good parts would have made up about 15-20 pages (a booklet worth buying!). The problem is that the whole thing was 10 times that long. It read like a get rich quick scheme with some practical wisdom lost in the garbage.
Isaac Samuel Miller
Jun 29, 2020 rated it really liked it
Great book on selling and launching your brand.

I learned a lot from this tome. I would recommend this book to all entrepreneurs. My main takeaways are the mental triggers that the author brilliantly discloses. Great read!
Janine Southard
Sep 01, 2014 rated it it was ok
Shelves: nonfiction
I'm torn on how I want to rate this book, so I'm holding off on the rating for now.

On the one hand, the book comes off as super-smarmy. And also like he's using it as a book-long pitch to go sign up for his (multi-thousand dollar?) Product Launch Formula course.

On the other hand, he really does have examples as checklists for how to have a launch in there.

Back to the first hand, I'd probably have stopped reading this and called it "trashy used-car-salesman stuff" if I hadn't heard the author int
Karol Gajda
Nov 29, 2014 rated it did not like it
The subtitle of this book should be: "I built a business teaching people how to build businesses while I was learning to build a business teaching people stock trading, which I knew nothing about."

Run-on sentence for absurdity.

Now, I know the stuff Mr Walker talks about works. He has created a solid formula if you're launching products online. But this book is more sales letter than content. It's a lot of fluff. A lot of "this is what I'm going to teach you" and not enough actual teaching. It bo
Jan 27, 2015 rated it it was ok
I feel like this book could have been about 20% of its current length. The Product Launch Formula is fairly straight forward. It's a combination of email list building, good old fashioned direct-mail style copy writing, and a little bit about the psychology of how people surf the web.
I'm not at all an expert at internet marketing, that's why I wanted to read the book. But I'll say that the nuts and bolts, as presented, rang true. There weren't any brilliant insights, but I didn't feel like call
Ahmad hosseini
May 09, 2018 rated it it was ok
Shelves: management
This is a book about launching products, marketing, and growing businesses. Author introduces Product Launch Formula(PLF). PLF is a system to get your market to engaged with your product or business. In this approach, instead of relying on a single communication to make your point, you use a sequence of communications that build upon each other. PLF use a series of sequences – pre-prelaunch, the prelaunch, the launch, and the post-launch.
This book is good for running and marketing small busines
Aug 13, 2014 rated it really liked it
While not exactly what I needed, this book did provide me with some great ideas and examples. I think if you have a service to market, however, you could do worse. His suggestions seem really simple and possible, but he at least admits to some failures and some duds. The tone is one of cheerleading, but he believes, so what else would he sound like. All in all, a good business book.
Aug 05, 2020 rated it really liked it
A must-read for beginners. PLF is legit. This book could've been about half the length, though. Good exercise in speed reading. Aside from that, my highlighter got a decent amount of use, along with some notes. ...more
J.F. Penn
Sep 03, 2014 rated it it was amazing
Lots of info for the newbie & the experienced internet entrepreneur. I came away with lots of notes and ideas - just ignore the over salesy bits and dig through to the gold.
Anangsha Alammyan
Mar 29, 2022 rated it it was amazing
Learning from internet billionaires is never a bad idea, especially when you want to follow in their footsteps and build an empire of your own. As an online entrepreneur, this book taught me a lot. It also gave me insights into the launch formula followed by my favorite creators online.

A successful launch can look like magic. After all, who doesn't want to make $100,000+ in just 7 days by selling something you know?

But if you do a deep dive, there's a formula that's common in almost all the succ
Feb 17, 2021 rated it really liked it
I bought this book during his big launch for it... and now I’m finally reading it, what, seven years later? By now it’s basically a classic, and I’ve seen so many knockoffs and rehashes, it all feels old. But I want the solid theory, and the way to get that is to go to the source.

Ok, I’ve read it! This was a quick read, partly because I’ve already heard almost everything in here, and partly because I didn’t make myself read every word of the fluff parts. Including: I brazenly skipped the entire
Sofia Marques
I really enjoyed this book and have pretty much highlighted 70% of it (kind of counterproductive lol) but it's a nice book to get started on online education and digital launches. I will use these strategies in my business. ...more
Brian Sachetta
I saw Walker give a keynote-style speech in 2013. I loved it. The original version of this book had just dropped, so I promised myself I’d read it and put it into practice. But then I got busy and forgot to actually pick it up.

Fast forward to 2021. I was looking for some new marketing ideas and decided to give this one another shot. So I grabbed it on audio and listened to it fairly quickly. I had some conflicting feelings.

I still loved that 2013 speech. And I have no doubt that Walker’s methods
Bryn Marie
Jan 03, 2020 rated it did not like it
Shelves: half-read
This read too much like an infomercial for me to finish. And really, it doesn't apply to what I'm wanting to do. I read up to like page 40, then skimmed through sections I felt might have something different. Ultimately, the whole thing reads like a "get rich quick" scheme, even though right from the beginning it literally says that that's not what it is. lol. Just get yourself a real marketing book. ...more
Kawania Wooten
Jan 18, 2021 rated it really liked it  ·  review of another edition
Very helpful information. My biggest takeaway is that my money was in my e-mail list. AND I need to keep my customers engaged.
Dave Reads
Aug 18, 2021 rated it it was amazing  ·  review of another edition
Shelves: 2021
When I launched my online business, I purchased a copy of Jeff Walker’s book “Launch” and it was instrumental in building my audience and expanding my sales. Walker has written an updated and expanded edition of “Launch” to include technology and ideas that weren’t widely available when he first wrote the book in 2014.

I’m glad I read the second edition.

“Launch” is based on Walker’s course, “Project Launch Formula.” While he admits the course is expensive, the book explains his successful strateg
Aug 28, 2017 rated it liked it
The book was good but it didn't meet my expectations, not for the price I paid anyway... First, the entire book had too much story-telling. Don't get me wrong, case studies are important and motivate you, but I don't want to read every case study in detail in every chapter. Also, I'm not interested to hear all the time how many people became millionaires. It's great that the formula brought so much success to people, but the reason I buy this book is not to read about them but for someone to tel ...more
Graham Downs
Jul 12, 2014 rated it really liked it
Shelves: non-fiction
This book was recommended to me by one of my "authorpreneur" friends, in the context of making a business as a writer.

It's not half-bad. All of the tactics in the book resonated with me, from building an e-mail list, to giving away lots of free value, through the pre-pre-launch, pre-launch and launch processes. I will definitely be trying some of these techniques for my next book launch.

My only concern is that the book comes across as quite "over-the-top", particularly in the case studies and an
DeBora Rachelle
Aug 05, 2020 rated it it was amazing
Purchased this book in paperback, then went back and bought it in audio to reread it to make sure I didn’t miss any points. This strategy should be tried by everyone wishing to launch a product.
Donnovan Simon
Jul 20, 2014 rated it liked it
Good work by Jeff. There is always value in hearing from someone who has done it. Many of the elements of Jeff's model make tons of sense and will provide desired results. I like the fact that he is realistic about the key elements to business success e.g. having a great product. You cannot but respect that he is not trying to lure you into thinking that everyone and every product will be a hit. With the increasing use of the internet to drive product success, it may be useful to add another lay ...more
Jul 04, 2019 rated it it was ok
This is why I don’t read business books.

I had to read this one for work, and the experience was like reliving the time I was a writing tutor in college, helping business and seminary students (re)write their papers. Nearly every paper had so much fluff and repetition that I began to pity college professors, or whoever else ended up grading those papers.

I’m halfway embarrassed to even include it among the books I’ve read, although I can see how this book/author could be perfect for a different a
Aug 12, 2014 rated it really liked it
I am glad that I read this book. It reads mildly like an infomercial at times, especially at the beginning. But don't let that put you off. (That sort of thing is generally a big turnoff for me, but I found it tolerable, with some skipping.) What's contained inside is still extremely useful, and can be adapted to a number of different purposes, with some imagination. If you're launching a product or business (or both), this book may give you many useful ideas, even if you don't follow what he la ...more
Ryan Rodriquez
Sep 27, 2019 rated it really liked it  ·  review of another edition
It takes an incredible amount of energy to thrust a space shuttle into the atmosphere. There is a lot of work to be done to get out of the Earth's atmosphere. However, once it has pushed through, it takes little effort to move about the galaxy. Not only that, there are infinite possibilities as to where you can go!

When it comes to digitally marketing your business, Jeff Walker has refined a process he's labeled the Product Launch Formula. In his book "Launch", Jeff talks about the path he took t
Mar 09, 2017 rated it it was ok  ·  review of another edition
This book discusses the key steps to building one's own online business, but most of the author's advice and recommendations can already be found in numerous blog posts and e-commerce books. One big letdown is the fact that the book barely touches on how to properly validate the potential market demand for one's product, which is undoubtedly critical to the success of any business. After all, the whole book's tips and methods would be useless without a product that enough people would actually p ...more
Barbara (The Bibliophage)
I know quite a few people who have successfully implemented Jeff Walker's Product Launch Formula, so I was looking forward to understanding the secrets behind the process. I think the book lays the PLF process out clearly enough that you could put it into place with just this knowledge. However, you will need some understanding of technology and general marketing principles. There's also a lot of solid advice on entrepreneurship and creating a life you love. Good balance between specifics and ge ...more
Kitty Bucholtz
Jul 13, 2015 rated it it was amazing
I really enjoyed this book! I've got a *bunch* of pages dogeared so I can come back and make my own list of things to do before my next launch. Jeff's writing style is like his speaking style in his videos - very engaging, transparent, honest, and helpful. I would recommend this to any writer looking to make their next book launch better (like me) and to anyone else who owns their own business and wants to share the news of their new products and services. Really helpful information! ...more
Jeff Stanger
Aug 05, 2014 rated it really liked it
I spent most of the book thinking I was going to be pitched his online courses the very next chapter. When I wasn't, I was pleasantly surprised and a little disappointed in myself for being so cynical. Lots of great resources and links to additional bonuses as well. ...more
Sep 04, 2014 rated it it was amazing
Jeff Walker is an inspirational and humble person. He has written an easy to read and easy to understand manual on the PLF (Product Launch Formula). The inspirational success stories bring this book to life. Enjoyed it and will put his teachings to good use.
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