Brief summary

Launch explains how successful online product sales can be planned and repeated. Instead of relying on chance or hope, the Product Launch Formula shows how to build enthusiasm, establish trust, and prepare customers step by step for purchase. The system transforms online marketing into a predictable process based on relationship building, communication, and targeted preparation.

General ideas

• The strategy for online sales is always the same.

• With the right steps, success can be planned.

• The internet facilitates communication, makes it cheaper and more interactive

• The online market is a conversation

• Build a relationship first, then sell.

Contents

Product Launch Formula (PLF)

• Hope Marketing: The common approach of releasing a product without a strategy and hoping it sells.

• Product Launch Formula: A system that activates the target audience even before the product launch. The goal is to generate enthusiasm for the product before it hits the market.

The phases of the Product Launch Formula

Pre-Pre-Launch: This phase focuses on building a relationship with the market. Duration: one to two weeks.

Goals:

• Start discussions with potential customers

• Build a list of committed individuals

• Raising expectations

• Understanding market reactions and objects

• Identify main resistances

  
  

Pre-launch: During this phase, three valuable pieces of content will be released. Duration: five to twelve days

Goals:

• To awaken interest and curiosity.

• Actively involve the audience in the solution

• generate entertainment and excitement

No sale is made here, and the product is not mentioned.

Launch (Open Cart) : The product is presented on the day of release. Duration: four to seven days.

Goals:

• Create scarcity by raising prices after launch

• Bonuses disappear or the offer ends

Two emails on launch day: announcement and reminder. Subsequent days with social proof, Q&A, success stories, and countdown emails.

Post-launch:

Duration: seven to ten days

Continued contact with customers and prospects. Delivering valuable content and preparing upcoming campaigns.

Pre-Pre Launch

Email list:

An email list is the most important asset of an online business. Email subscribers are twenty times more valuable than social media followers. People on the list are divided into two categories:

• Prospect: A prospect is a person who has not yet bought anything, but has shown interest.

• Client: A customer is a person who has already made a purchase.

A customer list is ten to fifteen times more valuable than a prospect list. The goal, therefore, is to convert as many prospects as possible into customers. Personalized thank-you messages and bonuses foster customer loyalty.

List structure:

• Define your avatar: Clearly define who your ideal customer is.

• Creating a lead magnet: A free offer tailored to the wishes and goals of the target group.

• Squeezer Page: A simple landing page that offers only two options: sign up or leave. The lead magnet is offered in exchange for contact information.

• Driving traffic to the Squeezer Page: Paid advertising, social media, affiliate partners and joint ventures

• Email marketing services: Tools like AWeber, Beehiiv, or Mailchimp enable professional email marketing. Cost: approximately €50 per month for 2,500 subscribers.

List types:

The following types of lists help to build the launch:

• Buyer List: a list of people who have already purchased

• Prospect List: A list of people who have subscribed but not purchased anything.

• Launch List: A list of people who are interested in the current product.

• JV List: A list of joint venture cooperation partners

• Social Media List: Social media followers

Prelaunch Sequence

The goal is to activate the target audience and prepare them for the product. Emails will be sent to interested parties on the launch list on each of these days.

Day 1: Opportunity for Change: Explains why the topic is important. Addresses objections such as price, doubts about effectiveness, or relevance. Content:

• Presentation of the opportunity and possible change

• Positioning as an authority

• Conveying value

• Addressing objections

• Announcement of the next step

• Call for feedback

  
  

Day 3: Transformation: Shows the path of change.

Contents:

• Acknowledgements and Summary

• Strengthening authority

• Example or case study

• Resolving resistance

• Note on the next step

• Another call for feedback

Day 5: Impact:

It answers the question "How?" and helps the audience to imagine the success for themselves.

Contents:

• Thanks to all commenters

• Repeating the Chance

• Success story or Q&A

• Explanation of the solution

• Teaser for the offer

• Indication of scarcity

• Call for comments

Launch phase

On the seventh day, the launch takes place. The product is presented and the purchase option opens. The sales page, order forms, and thank-you page are tested. The goal is a smooth process and maximum conversion.

Launch Day:

Two emails are sent: The first message announces the start of the sale. Four hours later, a reminder indicates that bonuses or places are limited.

Launch Checklist:

• Sales page live

• All links checked

• Order form tested

• Order process fully reviewed

• The thank-you page is working.

• Confirmation email correct

• Delivery process confirmed

Post-launch

Open Cart Sequence:

Sending emails after the product goes live.

• Day 2: Email with social proof and initial success stories

• Day 3: Email with frequently asked questions and answers

• Day 4: Emphasize scarcity. Activate a countdown. Limit the offer to 24 hours. Show success stories or prominent references.

• Day 5: Three emails: one in the morning, one six to eight hours before the end, and one three hours before closing.

Triggers, Tools & Variants

Tools to help you formulate emails and win customers:

• Mental triggers: Tools to increase attention and willingness to buy. Examples: authority, reciprocity, trust, expectation, sympathy, rituals, community, scarcity, social proof.

• Tools: Email marketing software, payment providers such as PayPal and affiliate tracking software, or survey programs

• Variants: Stories, lists, or sideways sales letters as presentation formats

  
  

Launch variations:

• Seed Launch: Launch without having any customers beforehand. Goal: Gain 300 to 500 subscribers.

  Focus on committed people, use surveys, personal contact.

  
  

• JV Launch: Joint launch with partners.

  Goal: To gain access to existing lists and expand reach. Key points:

  • Maintain good relationships with partners

  • Test it yourself beforehand

  • Working together with a few, but strong partners

  • Register with potential partners and observe their strategies

This makes the product launch a repeatable process that combines planning, enthusiasm, and trust.