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

by Jeff Walker

Now at that point a lot of people would start thinking about borrowing money, either from a bank or possibly from a friend or family member. But that isn’t what I was thinking. My first thought was “What type of offer can I make to my email list to raise that kind of money quickly?” That’s the power of the list. It means that you have the ability to create a big payday on demand. And that’s exactly what I did. I looked at all the interactions and feedback I’d had with my list, and I sat down and mapped out an offer that I knew the people on my email list would want. I also made sure it was a product that I could create quickly and easily. And then I put together a launch for that product. That’s the backstory behind my first six-figure launch—the first “six in seven” that I mentioned in Chapter 1. The result of that launch was that I did $106,000 in a single week, and of that about $103,000 was profit. And just that quickly I had my down payment for my house. That’s the power of the list (and, of course, a well-orchestrated Product Launch Formula-style promotion).