| name | launch-formula |
| description | Turn your marketing into an event that makes people beg to buy before you even release the product Use when: **Launching a new product or course** and want to maximize first-day sales; **Building anticipation** for an upcoming offer instead of "surprise" launching; **Growing your email list** while simultaneously warming them up to buy; **Creating urgency without being sleazy** with legitimate scarcity; **Turning skeptics into buyers** through sequenced value delivery |
| license | MIT |
| metadata | {"author":"ClawFu","version":"1.0.0","mcp-server":"@clawfu/mcp-skills"} |
Product Launch Formula - Launch Event Mastery
Turn your marketing into an event that makes people beg to buy before you even release the product
When to Use This Skill
- Launching a new product or course and want to maximize first-day sales
- Building anticipation for an upcoming offer instead of "surprise" launching
- Growing your email list while simultaneously warming them up to buy
- Creating urgency without being sleazy with legitimate scarcity
- Turning skeptics into buyers through sequenced value delivery
- Relaunching an existing product to generate new excitement
Methodology Foundation
| Aspect | Details |
|---|
| Source | Launch (2014) + Product Launch Formula Course |
| Expert | Jeff Walker - Generated $1M+ in a single day, students have made $1B+ |
| Core Principle | "Give first and ask for the sale later" - deliver so much value during prelaunch that making the sale is almost an afterthought |
What Claude Does vs What You Decide
| Claude Does | You Decide |
|---|
| Structures video workflow | Final creative vision |
| Suggests shot compositions | Equipment selection |
| Creates storyboard templates | Brand aesthetics |
| Generates script frameworks | Final approval |
| Identifies technical requirements | Budget allocation |
What This Skill Does
This skill replaces the traditional "long sales page" approach with a Sideways Sales Letter - spreading your sales message across a sequence of valuable content delivered over 7-10 days.
Instead of one moment of decision, you create:
- Multiple touchpoints building relationship and trust
- Anticipation that makes people excited for your offer
- Social proof as others engage publicly
- An event that people want to be part of
- Natural urgency from a real open/close cart window
The result: 50% of sales typically happen on the LAST day of your launch, from an audience primed and ready to buy.
How to Use
Prompt Examples
Plan a complete product launch sequence for my [product] targeting [audience].
Include pre-prelaunch, 3 PLC videos, and cart open/close email sequence.
Write the Prelaunch Content outline for PLC 1 (The Opportunity) for my
[course/product] that teaches [transformation].
Create the Cart Close Day email sequence (4 emails) for my [product]
using Jeff Walker's PLF urgency framework.
Design a Seed Launch strategy for validating my [product idea] with a
small audience before building the full course.
Map out the 9 Mental Triggers for my [product launch] - show me how to
incorporate each one throughout the sequence.
Instructions
Step 1: Pre-Prelaunch (1-2 Weeks Before)
Purpose: Build anticipation and buzz before revealing anything.
Actions:
- Warm up your audience with "sneak peeks"
- Let them know something awesome is coming
- Ask for feedback: "What TWO questions do you have about [topic]?"
- Get them invested - they help shape the product
Example Email:
Subject: Something big is coming...
I've been working on something for the past 3 months.
It's not quite ready yet, but I wanted to give you a heads up because
you've been with me for a while.
Before I finalize it, I need your help. What are your TWO biggest
questions about [topic]?
Hit reply and let me know - I'll make sure to address them.
Hollywood Parallel: This is when trailers are released and actors appear on talk shows.
Step 2: Prelaunch - The Sideways Sales Letter (7-10 Days)
Release 3 pieces of Prelaunch Content (PLC) that deliver massive value while building toward your offer.
PLC 1 - The Opportunity (Days 1-3)
Answer: "What's possible?"
Structure:
- The Problem - What's frustrating them right now?
- The Solution - What did you discover?
- Your Story - How did you discover it?
- The Opportunity - What's now possible for them?
- Tie to Pain/Desire - Connect to what they want most
Mental Triggers: Authority, Anticipation, Reciprocity
Example Hook:
"In the next 20 minutes, I'm going to show you the exact system that took
me from $0 to $127,000 in my first launch - and why everything you've been
told about [topic] is holding you back."
PLC 2 - The Transformation (Days 4-6)
Answer: "Why should I believe it's possible for ME?"
Structure:
- Bring focus back to THEM
- Share case studies, testimonials, success stories
- Walk through ONE aspect of your process in depth
- Get them doing exercises and engaging
- Show what transformation FEELS like
Mental Triggers: Social Proof, Trust, Community
Example:
"Meet Sarah. She was exactly where you are 6 months ago - overwhelmed,
skeptical, and honestly pretty tired of 'gurus' making big promises.
Here's what changed for her..."
PLC 3 - The Ownership Experience (Days 7-10)
Answer: "How will it feel to own this mastery?"
Structure:
- Paint the picture of their future
- Give them a taste of the full experience
- Sow seeds that an offer is coming
- Let them know you can help them even more
- Create anticipation for the Open Cart
Mental Triggers: Anticipation (peak), Likeability, Events
Transition to Offer:
"You've now seen what's possible, you've seen others do it, and you've
gotten a taste of the process. Tomorrow, I'm going to show you how I can
help you get there faster than you ever thought possible."
Step 3: Open Cart (5-7 Days)
Purpose: Release tension, open doors, make sales.
Key Principle: Cart is only open for LIMITED time (5-7 days maximum).
Daily Email Strategy:
| Day | Focus | # Emails |
|---|
| 1 | "The doors are open!" + excitement | 2 |
| 2 | Case study - transformation story | 1 |
| 3 | FAQ - handle objections | 1 |
| 4 | "Closing tomorrow!" + bonus announcement | 1 |
| 5 | Cart Close Day (see Step 4) | 3-4 |
Day 1 Emails:
- Morning: Announcement - the program is now available
- Evening: Early bird results - "Already X people enrolled!"
Important: Don't be afraid to sell. You're being honest about deadlines.
Step 4: Cart Close Day (THE Big Day)
The Big Day: Typically 50% of sales happen on the LAST day.
Email Sequence:
| Time | Email | Purpose |
|---|
| Morning | Simple reminder | "Deadline is tonight at midnight" |
| Midday | Story-based | Why they want it, how they'll feel missing out |
| Evening | "Now or never" | Short, direct, deadline emphasis |
| 1hr before | "LAST CHANCE" | Final push (optional but powerful) |
Morning Email Example:
Subject: [CLOSING TONIGHT] Last chance for [Product]
Quick reminder: The doors close tonight at midnight.
Once they close, you won't be able to get [Product] at this price
(or possibly at all) for at least another year.
[Link to join]
This is your last chance.
Final Hour Email Example:
Subject: 1 HOUR LEFT
In 60 minutes, this page goes away: [Link]
If you've been on the fence, now is the time to decide.
I'll see you on the inside - or I'll see you next year.
[Name]
The 9 Mental Triggers
Weave these throughout your entire launch:
| Trigger | How to Apply |
|---|
| Authority | Deliver real expertise in PLC content |
| Reciprocity | Give valuable content before asking to buy |
| Trust | Share failures alongside successes |
| Anticipation | Build to the open cart reveal |
| Likeability | Share personal stories, be human |
| Events/Rituals | Make the launch feel special and time-bound |
| Community | Enable comments, showcase participation |
| Scarcity | Real deadline, limited enrollment |
| Social Proof | Testimonials, "X people enrolled" |
Examples
Example 1: Online Course Launch (Photography)
Pre-Prelaunch Email:
Subject: I need your help with something...
I've been secretly working on a new photography training.
But before I finalize it, I need to know: What are your TWO biggest
frustrations with getting sharp, professional-looking photos?
Hit reply - I read every response.
PLC 1 - The Opportunity:
- Hook: "Why 90% of photos look 'amateur' and the one setting that changes everything"
- Problem: Blurry, flat, unprofessional photos
- Solution: Understanding light triangles (simplified)
- Story: My journey from phone snapshots to paid gigs
- Opportunity: "You're 3 settings away from photos people think came from a pro"
PLC 2 - The Transformation:
- Case study: Student went from "Instagram likes: 5" to "paid wedding shoots"
- Walk through: Exact process for golden hour portraits
- Exercise: "Try this with your phone today and post in the comments"
PLC 3 - The Ownership Experience:
- Paint picture: "Imagine never hesitating to share your photos again"
- Preview: Show inside the course platform
- Seed: "Tomorrow I'll show you how to access the complete system"
Cart Close Emails:
- 8am: "Doors close tonight - here's what's inside"
- 2pm: Student testimonial video
- 8pm: "Why I almost didn't create this course" (personal story)
- 11pm: "1 hour left - this is it"
Example 2: Coaching Program Launch (Business)
Launch Timeline:
Week 1: Pre-Prelaunch
├── Day 1: "Something's coming" teaser
├── Day 3: Survey - "What's your #1 business challenge?"
└── Day 5: "Your responses blew me away - here's what I'm building"
Week 2-3: Prelaunch Content
├── Day 8: PLC 1 - "The 3 reasons most businesses plateau at $10K/month"
├── Day 10: PLC 1 reminder + engagement
├── Day 12: PLC 2 - "How Maria went from stuck to $47K months"
├── Day 14: PLC 2 engagement + exercise
├── Day 16: PLC 3 - "The 90-day blueprint revealed"
└── Day 18: "Tomorrow the doors open..."
Week 4: Open Cart
├── Day 19: OPEN - "We're live!"
├── Day 20: Case study email
├── Day 21: FAQ + objection handling
├── Day 22: Bonus announcement + "closing tomorrow"
├── Day 23: CLOSE - 4 emails (morning, noon, evening, final hour)
Open Cart Day 1:
Subject: The doors are OPEN (finally!)
After 3 weeks of showing you what's possible...
After you've seen Maria's story, and Tom's breakthrough, and the exact
blueprint I use with my private clients...
The Business Accelerator is officially open for enrollment.
But only until Friday at midnight.
Here's what you get: [Full stack of value]
Join now: [Link]
See you inside,
[Name]
Checklists & Templates
Pre-Launch Checklist
## Pre-Prelaunch (1-2 weeks before)
- [ ] Teaser email sent ("something's coming")
- [ ] Survey sent (collect TWO questions)
- [ ] Responses reviewed and incorporated
- [ ] Buzz-building content posted on social
## Prelaunch Content Ready
- [ ] PLC 1 - The Opportunity (video/content)
- [ ] PLC 2 - The Transformation (video/content)
- [ ] PLC 3 - The Ownership Experience (video/content)
- [ ] All PLCs deliver real value (not just teasers)
- [ ] Each PLC has comments/engagement enabled
- [ ] Email sequence for each PLC loaded
## Open Cart Ready
- [ ] Sales page complete
- [ ] Payment processing tested
- [ ] Day 1-5 emails written and loaded
- [ ] Bonus offers defined
- [ ] FAQ page ready
- [ ] Cart close deadline set (technical)
## Mental Triggers Mapped
- [ ] Authority established in PLC 1-3
- [ ] Social proof gathered (testimonials)
- [ ] Scarcity element defined (deadline/seats)
- [ ] Community element enabled (comments/group)
PLC Outline Template
## PLC [1/2/3] - [Title]
### The Hook (30 seconds)
What will you show them that gets immediate attention?
> "In the next X minutes, I'm going to show you..."
### The Problem (2-3 minutes)
What's frustrating them right now?
- Pain point 1
- Pain point 2
- Pain point 3
### The Solution Preview (5-7 minutes)
What did you discover? (Don't give everything away)
- Key insight 1
- Key insight 2
- Why this is different
### Your Story (3-5 minutes)
How did you discover this?
- Where you started
- The struggle
- The breakthrough
### The Opportunity (2-3 minutes)
What's now possible for them?
- Outcome 1
- Outcome 2
- Connection to their dreams
### The Bridge to Next (1 minute)
What's coming in the next PLC?
> "In [PLC 2/3/the offer], I'm going to show you..."
### Call to Action
- Comment below
- Share with someone who needs this
- Watch for the next video
Cart Close Day Email Templates
Email 1 - Morning (Simple Reminder):
Subject: [CLOSING TODAY] Your last chance
Quick reminder: [Product] closes tonight at midnight.
After that, you won't be able to join until [next opening].
If you've been thinking about it, now's the time to decide.
[Link]
[Name]
Email 2 - Midday (Story-Based):
Subject: What happens if you don't join?
I want you to imagine something for a moment.
It's 6 months from now. You're still [struggling with problem].
You think back to today - the day you almost joined [Product].
[Paint the "stay the same" picture]
Now imagine the opposite...
[Paint the "transformation" picture]
Which future do you want?
The choice is yours, but only until midnight.
[Link]
Email 3 - Evening (Now or Never):
Subject: 4 hours left
This is it.
In 4 hours, this page disappears: [Link]
No extensions. No exceptions.
If [Product] is something you want, you need to act now.
[Link]
See you inside (or maybe not),
[Name]
Launch Types Reference
| Type | When to Use | Scale |
|---|
| Seed Launch | Validating a new idea | Small list, low expectations |
| Internal Launch | Launching to your own list | Standard PLF approach |
| JV Launch | Partnering with others | Massive reach, revenue share |
| Evergreen Launch | Automating a proven launch | Runs continuously |
Seed Launch (For New Products)
Perfect for validating before building:
- Survey your small audience
- Pre-sell based on their responses
- Build the product WITH early buyers
- Use their results for future launches
Common Mistakes to Avoid
- Launching without prelaunch - Going straight to "buy now"
- Too much content at once - Sequence and stagger for impact
- Not collecting feedback - Pre-prelaunch questions increase engagement
- Fear of selling - Being apologetic about your offer
- Fake scarcity - Destroys trust forever
- Ignoring close day - Most sales happen on the last day
- One email per day max during close - Send 3-4 on close day
- No stories - Facts don't sell, stories do
- Skipping mental triggers - Each piece should hit multiple triggers
- Not asking "what's in it for them" - Always customer-focused
Skill Boundaries
What This Skill Does Well
- Structuring video production workflows
- Creating storyboard frameworks
- Suggesting technical approaches
- Providing creative direction templates
What This Skill Cannot Do
- Replace professional videography
- Edit video files directly
- Make final creative judgments
- Guarantee audience engagement
References
- Book: Launch by Jeff Walker (2014)
- Course: Product Launch Formula (PLF)
- Key Quote: "You're just one funnel away from changing your life"
- Source:
sources/books/walker-product-launch-formula.md
Related Skills
- dotcom-secrets - Build the funnels that follow your launch
- grand-slam-offers - Create the irresistible offer for your launch
- email-writing - Master the email sequences
- copy-frameworks - Write compelling PLC scripts
- storytelling-storybrand - Structure your launch narrative
