Launch (Updated & Expanded Edition): How to Sell Almost Anything Online, Build a Business You Love, and Live the Lifeof Your Dreams

by Jeff Walker

You can’t rely on one single marketing message; instead you need to think in sequences. Instead of relying on a single communication to make your point, you use a sequence of communications that build on each other. Our product launches use a series of sequences—the Pre-Prelaunch, the Prelaunch, the Open Cart, and the Post-Launch.

If you want to make your business and your marketing memorable, then your marketing needs to tell a story. That doesn’t mean you have to become a novelist, but you need to tell an engaging story about your products and services and why they matter to your prospects. And you need to communicate that story to your prospects.

a list of customers (or buyers) is a lot more valuable than a list of prospects. In my personal experience, a person on your buyer list is worth 10 to 15 times what a person on your prospect list is worth. This leads to a couple of key points. First, you want to try to move people from your prospect list to your buyer list (and incidentally, a PLF-style product launch is the best way I’ve found to do that).