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Launch by Jeff Walker (Book Review)

Launch By Jeff Walker (Book Review)

If you run an online marketer or entrepreneur you will have probably heard of Jeff Walker, Founder of the Product Launch Formula. Back in September Jeff opened the doors to Product Launch Formula and after being bombarded with emails and facebook adverts I decided I should finally check out his book Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life of Your Dreams.

Launch starts by sharing Jeff’s journey from “Stay-at-Home Dad to Six Figures”. This is a story I had heard before as Jeff often mentions it. However, what I hadn’t heard before was how to made the transition from his first business (trading) to his current business (online marketing/entrepreneurship).

There is no doubt that the internet has changed the way businesses operate and succeed. The reason Jeff is so positive about his formula is partially due to the formula taking advantage of those changes: speed of communication, cost of communication and interactivity.

Jeff’s launch formula is centred around the “Sideways Sale Letter”. Essentially, rather than creating one amazing sales letter he advises you create 3 pieces of content. This should be high-value content, which gets your potential customers engaged and discussing.

Jeff believes there are 10 mental triggers that play a role in selling online. Those 10 mental triggers are:

  • Authority
  • Reciprocity
  • Trust
  • Anticipation
  • Likeability
  • Events and Ritual
  • Community
  • Scarcity
  • Social Proof

The book then walks you through the launch stages: pre-prelaunch, prelaunch, launch and post-launch.

Now an issue many people face when starting a business is not having a list or not having a product and Jeff has an answer for that – The Seed Launch™. So if you are thinking the book is only for people who already have a book up and running that is not true. Even as a beginner Jeff will show you how you can use launches in your business.


Compared to the books I usually read I wrote down hardly any quotes, however, one sentence that did catch my attention was “The only true security is your ability to create value and get paid for that value”. When it comes to starting a business people often worry about leaving the security of a job, but times aren’t what they used to be. There is no security in a job and in fact, the best way you can ensure your ability to financially support yourself forever more is by working out how you, as an individual, can directly get paid.

Overall, I was a little disappointed by this book. This may partially be down to the fact I had watched Jeff Walker’s launch videos and therefore I wasn’t coming to the topic with new eyes. There were a few sections I found interesting and useful, but on the whole, I was underwhelmed and I felt there were too many rags-to-riches case studies. Also, the book is written in a very informal personal tone, which I didn’t resonate with.

I read this book in preparation for launching PropelHer’s Book Club for 2018. The doors are currently open so if you are an ambitious woman who enjoys reading for personal development and professional success check out


Like what you read? Why not buy a copy of Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life of Your Dreams for yourself?

Rather listen than read? Launch is also available on audible.

Charelle Griffith

Charelle is book-loving Marketer, Success Coach and Founder of PropelHer. Charelle is passionate about personal development and blogs about non-fiction books. She also runs PropelHer's Book Club - a non-fiction book club for ambitious women.

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