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Intro
Are you considering enrolling in Jeff Walker’s Product Launch Formula (PLF)? Reading this PLF review will help you decide whether the PLF coaching program is the suitable training you need to launch your online business, get results, make money online and gain financial freedom.
This review explains the PLF, its author, how it works, and why it is so effective for launching products and businesses. Learn about the course’s pricing and get an in-depth look at the training modules and bonus training from the member’s area.
I will review module by module and share how they affected my learning experience. For your convenience, I include screenshots, allowing you to preview the course content firsthand. I’ll present my takeaways and the pros and cons of this training. I’ll conclude this review and answer some FAQs at the end so you can decide if this course is the right choice to boost your business.
While the right sidebar provides a concise overview of the PLF, read further for more details about this coaching program.
What is the Product Launch Formula (PLF)?
Product Launch Formula (PLF) is a course by Jeff Walker, published in 2005, that provides detailed, step-by-step training to launch a product or service online. PLF has become a staple tool in the online marketing world, especially for creators and entrepreneurs seeking scalable, event-based strategies.
The training has made its mark in various industries (eCommerce, local business, arts, online courses for business, marketing, learning guitar, etc.), across markets (America, Europe, Asia, Africa), in multiple languages (English, Spanish, German, Slovenian, etc.), and diverse locations (USA, Brazil, South Africa, Germany, Slovenia, UK, and others).
Its success lies in its proven effectiveness, making it more than just a passing trend. According to Forbes, PLF has generated millions of dollars in sales and changed how people run online businesses. By following the internet marketing principles taught in this course, you can ensure a smooth and successful product launch and potentially become one of PLF’s many success stories.
Inside the PLF Program
Who’s the author?
Jeff Walker is the founder of Product Launch Formula (and a New York Times bestselling author) who shares his proven and tested formula once a year. You might be curious about the origins and timeline of PLF, and Jeff provides detailed insights on that within the program.
In this review, I delve into Jeff’s attitude and the level of support he offers during the course. To learn more about Jeff Walker, read this article.
Jeff has collaborated with top industry names like Tony Robbins and Dean Graziosi, who have praised his product launch strategies as essential for digital entrepreneurs.
What is Jeff Walker’s teaching style in the course?
Jeff Walker is a practical coach who provides clear directives and actionable steps, going beyond theoretical concepts. He shares exactly what to do and where to start, using real success stories as references for inspiration. Jeff offers clear, step-by-step instructions throughout the course to ensure you understand and can apply the information effectively. Following his guidance, I determined which steps to prioritize and which lessons were essential for launching dog training courses in the US market in 2019.
How does the PLF coaching program work?
The Product Launch Formula works by turning the marketing for your product or service into an engaging event. The program leverages the Sideways Sales Letter™ and integrates three powerful components:
- stories,
- sequences and
- mental triggers.
Jeff explains these core concepts in detail in his yearly Launch Masterclass workshop. I shared my notes from the workshop on this page, where you can grasp it quickly and get an idea of how the PLF works.
How much does the Product Launch Formula cost?
The Product Launch Formula is priced at $1997 for a one-time payment or $2382 if you pay in six installments of $397 each.
This program does not have any hidden costs associated with it. Yet, it’s important to note that certain tools or services recommended within the PLF are not free (particularly those related to the technical aspects of launching, including website hosting, landing page softwares, etc).
The Breakdown of the PLF Course: What Can You Find Inside The Members’ Area in 2025?
When you buy the course, you gain access to a comprehensive training program designed to guide you through every step of launching online. Here’s what you’ll get:
- Core Modules: Six in-depth modules covering different launch phases and types.
- Live Weekly Coaching: A full year of group coaching sessions.
- Case Study & Examples Library: Offers real-life success stories and insights on applying PLF strategies across various industries.
- Launchy.ai™: An AI tool to streamline your launch process.
- Community: Access to a vibrant community of coaches and fellow students.
- Bonus Training: Sixteen mini-modules to refine your strategies.
The PLF provides a clear starting point with checklists, templates, and scripts to align your strategy with business goals.
As we explore the modules below, you’ll gain insights into Jeff Walker’s time-tested formula for successful product launches.
The 6 Core Modules
Below, I’ll review the six in-depth modules that cover different launch phases and types of launches.
Module 1: Your Launch Foundation
This module introduces you to the Product Launch Formula® (PLF) and its cornerstone strategies. You’ll discover the classic Sideways Sales Letter®, which turns your marketing into an event. Jeff Walker emphasizes building authority and trust and teaches how to use sequences, stories, and mental triggers to your advantage. You will also learn about the three main launch types: the Seed Launch®, Internal Launch, and JV (Joint Venture) Launch.
Some lessons might be familiar if you’ve attended Jeff’s Launch Masterclass. This section sets the foundation for the next 5 core modules, which delve deeper into the launch strategies. The core modules include exercises, templates, and step-by-step Action Guides to support you on your business journey.
Module 1 in PLF also covers other foundational elements for a successful product launch. Essential steps to prepare for your launch include:
- Define Your Niche & Avatar: Identify a specific market segment and create a detailed profile of your ideal customer (client avatar).
- Create Your Transformation Statement: Express the main benefits and changes your product will bring to your customers.
- Build Your List: Start creating an email list, aiming for 300-500 prospects before launching.
Module 1 lessons quickly helped me decide which type of launch to use for our first release of the Doggy Unifursity dog training courses in 2019. We used the PLF templates and integrated pre-launch sequences into our videos and sales letters. Addressing the mental triggers strategy yielded promising results in building authority and anticipation. Our first launch resulted in 15 sales, which, though modest, was promising for our initial effort. We had a seed email list of 100 prospects and a Facebook custom audience of 1,000 people. The next attempt was more successful, with sales to 24 customers.
The first module helps you understand your market and your ideal customer. I learned how to apply the classic direct marketing rules to refine my message to be more persuasive. In the re-launch of the dog training course, I was able to boost conversion rates from 2% to 4% solely by modifying the transformation statement using the strategy taught in this module. The library’s case studies provide even more practical insights into the lessons from this module.
Module 2: The Launch Formula
Module 2 guides shaping core messaging and presenting an offer in a structured, high-converting way. It bridges the gap between early-stage preparation and the Open Cart phase.
Start by mapping the Problem-Solution (P.S.) Path, which outlines the narrative of the launch – guiding prospects from unaware to ready to buy. Next, create your Prelaunch Content (PLC), built around three core storytelling components embedded in your videos or other materials:
- The Opportunity: introducing the gap in the market and presenting the potential for transformation.
- The Transformation: outlining the journey and outcomes your audience can expect.
- The Ownership Experience: helping your audience visualize themselves benefiting from your offer.
These components form the Sideways Sales Letter® – a method that builds anticipation, authority, and trust over several days through emails, launch videos, and webinar sessions rather than through a single sales message.
With prelaunch content in place, the next lessons outlines how to craft a compelling sales page, produce a sales video, and configure the email sequence. You’ll also learn how to drive traffic, present the offer clearly, and apply advanced sales and conversion tactics to maximize launch performance.
The result is a structured path that leads prospects from curiosity to purchase, with every message, asset, and touchpoint working in sync.
The Prelaunch lessons were pivotal in shaping the strategy for the 5-Tier Coaching System. We refined the prelaunch video scripts to align with the audience’s transformation journey – integrating the Opportunity, Transformation, and Ownership narrative into the messaging. That clarity improved the transition to Open Cart and lifted conversions.
The Open Cart lessons stood out for their simplicity. By following Jeff’s structure, we scripted the sales video and email copy with clear intent, creating a smooth buying experience aligned with the audience’s journey.
Module 3: Seed Launch
The Seed Launch allows you to get paid while creating a product that you know will be successful.
The idea is to run a live training with a small group of people, where you gather valuable insights and material to develop your product for the launch. With a small “seed” list, you can test your product and gather buyer feedback to refine and improve it for future releases.
The strategies taught in the module are ideal for those without a market-tested product or those looking to create a new product. This type of launch (Seed Launch) avoids the pitfalls of developing unwanted products. By the end of module 3, you’ll understand the strategic fit of Seed Launches in your business and how to plan and execute them.
We used the seed launch to launch our dog training courses for the international market (brand: Doggy Unifursity). We integrated the feedback of our first 15 customers for the re-launch of this course. The positive aspect of this launch type is that we published the first two modules and then gradually released more as we received feedback and understood what our students were looking for. Jeff provided a smart approach that helped us develop a much better course, thanks to this module.
Module 4: Internal Launch
Module 4 focuses on the Internal Launch, a strategy for presenting your market-tested product to an existing list of prospects. This type of launch is perfect for products that have already achieved sales.
The Internal Launch follows a three-phase (Sideways Sales Letter) approach:
- Pre-Prelaunch: Begin building anticipation.
- Prelaunch: Engage prospects with compelling content.
- Open Cart: Drive conversions with a solid call to action.
Note: These three phases require detailed attention and are covered in the module 2.
By the end of this module, you will have a clear plan for executing an Internal Launch. Lessons include setting timelines, crafting compelling offers, and segmenting your email list. You will also learn to engage your audience to drive sales and gather valuable feedback. This strategy excels when paired with a strong email marketing campaign, especially when using segmented lists.
Embrace a humble and open mindset as you learn from real-life examples in the Case Study & Examples Library. In these case studies, you’ll hear from PLF Owners who’ve had massive wins with Internal Launches.
The Internal Launch module was crucial when I helped Aleksander Sinigoj with his 5-Tier Coaching System. Thanks to this module, we were able to craft a complete strategy and plan for this launch. We chose the Internal Launch approach because we already had a sizable email list of prospects (around 2000) due to his established coaching career in the NLP world.
Module 5: Joint Venture (JV) Launch
Module 5 focuses on joint venture launches, a strategy that involves partnering with others to promote your product. This approach leverages your Internal Launch assets and adds new materials to train and support your joint venture partners.
The lessons in this module will show you how to find, contact, and nurture your JV partnerships to scale your business to the next level.
By the end of this module, you’ll know how to execute a successful JV Launch, attract and train partners, and understand the value of promoting for others. You’ll also have the opportunity to become an affiliate of PLF and promote it to your audience.
Module 6: Launch Life
The “Launch Life” module guides you in building a sustainable business using launch strategies. This module teaches you how to expand your products and offers, manage many launches, and achieve long-term growth. Whether you’re building a passion project or scaling an established online business, this module helps tailor your launch system to long-term lifestyle and income goals.
Here’s what you’ll learn:
- Creating Your Launch Life: Learn how to build a business around launch types that align with your desired lifestyle and income goals.
- Secrets of Leverage and Scale: Discover strategies for growing your business, including time management, team building, and goal setting.
- Launch Mindset: Strengthen your mental game to maintain progress and overcome challenges.
- Launch Metrics: Understand and track key metrics to optimize your launches and improve sales and conversion rates.
This module teaches how to track sales revenue, engagement, and conversion benchmarks for future optimization. You’ll also gain insights into protecting your time, building a team, and defining your business objectives. By the end of this module, you’ll have a solid foundation for building and scaling your business using the Product Launch Formula®.
Summary of the Modules
The PLF modules provide a comprehensive and systematic approach to product launches. Whether you’re launching your first product or looking to scale your existing business, the PLF training offers valuable insights and practical strategies that bring results. The course is well-structured, and each module builds on the previous one, ensuring a seamless learning experience.
Additional Components of the PLF
Live Weekly Coaching
One of the most valuable features of the Product Launch Formula is the live weekly coaching sessions (available for 12 months). These sessions offer an opportunity to ask questions, get feedback, and receive coaching support from Jeff’s team of experienced coaches. They provide additional guidance and help ensure you stay on track with your launch plan.
You can catch up by watching the recorded replays if you miss any sessions due to your busy schedule. Recordings make it a highly efficient way to get valuable guidance. You will mainly work with Jeff’s coaches, as Jeff Walker primarily guides his Launch Club members.
Case Study & Examples Library
The Case Study & Examples Library is a treasure trove of real-life success stories and practical examples. It includes detailed case studies from various industries and niches, demonstrating how the PLF strategies have been successfully applied in different contexts. These examples inspire and provide valuable insights to apply to your launch.
Launchy.ai™ – Artificial Intelligence tool
Enrolling in PLF grants you a year of complimentary access to Launchy.ai™. This pioneering AI tool, integrated with the Product Launch Formula®, allows you to effortlessly and precisely shape your entire strategy with just a few clicks. Launchy.ai™ guides PLF students along a well-defined path, eliminating the daunting “blank page” hurdle.
The Launchy AI and the mini-modules Next Level Launchy Secrets and AI Momentum are invaluable resources. Before our launch, these AI tools and supporting materials were unavailable. I explored them last year and found Launchy to be a game-changer. The speed at which you can create materials is astounding; it almost feels like cheating.
Access to a Vibrant Community
Enrolling in the Product Launch Formula also grants you access to a vibrant community of like-minded entrepreneurs. This community is a valuable resource for networking, sharing experiences, and getting support from fellow PLF members. The community aspect of the PLF adds a layer of accountability and motivation, helping you stay focused and committed to your goals.
The PLF community has transitioned from a Facebook group to Mighty Networks’ custom community portal, accessible online or through its mobile app (IOS or Android). The community was helpful when I was brainstorming ideas for launching the dog training courses in Slovenia.
Bonus Mini-modules
You can access various bonuses and benefits that exceeded my expectations when I purchased the course. The bonus mini-modules currently available inside the course include:
- Launching Your List: A mini-module that teaches you how to build, grow, and profit from your list.
- Product Creation Code: This module teaches you how to create a product your prospects will buy. We used it before launching the 5-Tier Coaching System.
- Tech Stack Quick Start: Training on Jeff’s recommended software and tech tools that he use to build effective landing pages, opt-in forms and checkout flows. I often watched this module when choosing tools for the 5-Tier Coaching System, including Infusionsoft (now Keap). This quick course provided a solid starting point.
- Case Study & Examples Library: This is a collection of stories, examples, and case studies from fellow PLF owners. I found Susan Garret’s call particularly helpful, as she worked in a similar market to ours and addressed the same customer objections.
- Lead Magnet Crowdsource Call: Training that helps you develop a compelling Lead Magnet (for example, a PDF to get people on your email list).
- Advanced Launch Multipliers: Cover launch types for special occasions, including Live, Quick, and Evergreen Launches.
- Launch Partnership: Training on various partnership models for growing your business. This course was invaluable before I formed an affiliate partnership to launch the 5-Tier Coaching System. It’s a must-watch if you’re negotiating a partnership for the first time.
- Winning Book Launches: Training on how to launch your book – PLF style.
- Transformation Statement Crowdsource Call:Teach you to turn your idea into an offer people will want to buy.
- PLF Backstage Pass: This bonus takes you behind the scenes of the business and shows you how Jeff’s team orchestrates every element of a high-converting product launch through the example of Jeff’s Launch Masterclass.
- Presentation Mastery: In this bonus, the video experts break down the essential elements of creating high-impact launch videos – what to perfect and what to avoid – so you can start quickly.
- “Nail Your Offer” Crowdsource Call: Training that gives you insights on making your offer.
- 80/20 Launch Roadmap: This bonus training teaches you the must-know concepts for success with launching.
- Next Level Launchy Secrets: This mini-module teaches you how to get the most out of Launchy.ai™.
- AI Momentum: The three-part series, taught by Launch Club member Alison Vidotto, teaches you how to use Launchy.ai to build your best launch yet!
- Accelerate Your List Building: Techniques for creating high-converting “Opt-in” and “Thank You” pages.
As someone who enjoys learning through reading, my favorite bonus is the collection of guides and mini-modules. The “Advanced Launch Multipliers” and “80/20 Launch Roadmap” mini-modules were particularly noteworthy to me. They teach you how to maximize your results with minimal effort. Please refer to the image below to see the complete list of available resources.
Other Things Worth Mentioning About the Course
Beyond the main content, there are extra features that, while not the main focus, have proven helpful in supporting my journey. These elements offer guidance, answer questions, and even provide opportunities to benefit financially. As we look closer, you’ll see how they complement the main content, enhancing the overall experience.
Launch Path
The Launch Path is an interactive section designed to guide you from your current position, whether starting out or looking to grow your existing business, to the life you’ve always wanted. It provides clear instructions on your next steps toward a successful online launch, helping you stay informed and focused on your goals.
Using the Launch Path feature helped me maintain focus and make informed decisions, making it much easier to reach my goals.
Launch FAQ
The Launch FAQ section provides answers to the most common questions from PLF students. It allows you to find answers quickly and ensures a smoother, more focused learning experience.
The Pros and Cons of the Product Launch Formula
Pros: What is good about the program?
- Comprehensive Training: The PLF provides a detailed, step-by-step guide to launching a product or service online, making it suitable for beginners and experienced entrepreneurs alike.
- Proven Success: The strategies taught in the PLF have been successfully applied in various industries, resulting in hundreds of millions of dollars in sales.
- Support and Community: The live coaching sessions and access to a supportive community provide additional guidance and motivation.
- Practical Examples: Entrepreneurs can apply real-life success stories and valuable insights from the Case Study / Examples Library to their launch.
- Flexible Payment Options:The PLF offers flexible payment options, making it accessible to a broader audience.
Cons: What is NOT good about the course?
- Cost: PLF is relatively expensive, which may be a barrier for some entrepreneurs. There is a $297 upgrade fee to access the newest version and additional support each year.
- Time-Consuming: The training modules and resources require a significant time commitment, which may be overwhelming for first-time launchers.
- Additional Costs: Some recommended tools and services within PLF are not free, increasing the overall cost.
- Outdated Delivery Style: Some users find the course’s delivery style outdated, as it relies on traditional teaching methods that may not suit everyone.
Conclusion of My Review
In conclusion, the PLF course proves to be highly valuable for both new business owners and experienced entrepreneurs. Yet, it’s important to note that the program comes with a significant price tag, which may only be feasible for some after proper consideration.
This training program is a gift that keeps giving, even after you finish the course. All you need to do is put in the work, stay committed, and remain open to new possibilities.
Was it worth it?
The Product Launch Formula is a worthwhile investment for individuals willing to learn strategies for launching and building their businesses. From my experience, it is precious, and I would make the same decision to purchase it again!
Course Takeaways
The Product Launch Formula provides practical strategies and knowledge to launch a product effectively. Throughout the course, I learned how to:
- Select a Niche and Define My Customer Avatar: Identify a specific market and create a detailed profile of my ideal customer.
- Master Sales and Marketing: Leverage psychology to craft persuasive sales videos and compelling content that resonates with my audience.
- Apply Various Launch Strategies: Explore 9 different launch types and choose the best fit for my business.
- Build and Engage My Email List: Use the provided swipe files to understand the technical aspects of email marketing and list building, from creating opt-in pages to nurturing leads with email sequences.
- Develop a High-Quality Product: Follow the Product Creation Code to strategize, design, and deliver a product that meets market demands.
Are there any risks in buying the PLF course?
The Product Launch Formula course comes with a 14-day, full money-back guarantee. If you are not satisfied at any point within the first two weeks, you can return the course for a complete refund of your payment, including shipping and handling. This guarantee is offered without any questions or hassles.
The priority is your satisfaction, ensuring you feel confident and secure in your investment. Take advantage of this risk-free opportunity and begin your learning journey today!
To summarize, by investing in Jeff’s Product Launch Formula today, you will receive over $9,497 worth of bonuses…
FAQ
Is the Product Launch Formula suitable for beginners?
How much time do I need to invest in the PLF?
Are there any additional costs associated with the PLF?
What kind of support is available with the PLF?
What’s new in PLF 2025?
Can I get a refund if I’m not satisfied with the PLF?
Are there any success examples and testimonials from PLF members?
Which launch types does the course cover?
- Seed Launch: enables you to create a product your market is willing to buy while getting paid. It involves offering and delivering live training to a small group. The recordings of this training are then used to create a more refined product. The Seed Launch is interactive, as your members contribute to co-creating the product with you. If you still need a market-tested product, this launch type is ideal for your first attempt. It is also suitable if you have an existing business and want to develop a new product.
- Internal Launch: follows the classic Sideways Sales Letter® approach, targeting your email list without relying on JV partners. For this launch, you need a list and a product tested in the market.
- JV Launch: involves attracting, training, and collaborating with partners who will promote your product to their lists. It employs strategies and concepts similar to those of the Internal Launch but leverages the reach of your JV partners to expand the impact.
- Quick Launch: this is a speedy way to generate immediate revenue. It entails offering existing products to your current email list to create quick cash flow.
- Evergreen Launch: transforms your one-time product launch into an automated and ongoing process. Regardless of when leads enter your world, they will receive pre-launch content followed by the sales letter. This launch type ensures every prospect experiences the sequence, creating a continuous flow of new customers.
- Live Launch: This launch method uses live broadcasts to share your Prelaunch Content. It helps you provide more value and keep your audience engaged longer.
- Sparta Launch: This type is ideal for selling high-priced, small-group events or exclusive programs with a few emails or even just one email. It was created by some of Jeff’s Platinum Plus Mastermind members, whom you will meet in the Sparta Launch Panel.
- Pasare Launch: This launch involves releasing all your prelaunch content at once, followed by an offer. This is not your first launch – you need to have well-tested assets and a list of warm prospects. The Pasare Launch is a re-launch, and it’s great for delivering massive value to your prospects without much work.
- Book Launch: can be more complex than a standard launch because there is no scarcity element (customers can buy the book from other sources like Amazon). Yet, you can still achieve a successful book launch by adding value and employing creative strategies.
Product Launch Formula login: Where can I access the members area?
Does Jeff Walker offer any free content?
- The Launch Masterclass,
- His personal blog,
- Social channels, especially videos on Jeff Walker’s Youtube channel.
This review offers a detailed overview of the Product Launch Formula to help you determine if this comprehensive coaching program is the right fit to launch your product, achieve your business goals, and gain financial freedom.
Jernej "Jerry" Kriznar is a 37-year-old entrepreneur from Slovenia, a father, and a husband who loves internet marketing. Jerry has owned Product Launch Formula since 2012, so he knows this PLF course in detail. Jerry helps others implement strategies to launch businesses, products, or services. In his private life, he enjoys adrenaline sports (surfing, snowboarding, mountain biking).
Hi! I wanted to give my opinion on Jeff Walker´s PLF course. I enrolled in 2020. I found it overwhelming as they give way too much information. I do not recommend it to people launching for the first time. YOu will only benefit from a fraction of the lessons, most of them will not apply to you. I find the information is delivered in an antiquated way, and although Jeff seems nice, his style is very old fashion, drawing on a piece of blank paper.
You probably will have guessed that I did not launch my course successfully, it was a complete flop. I must mention that now in 2024 I have tried accessing the course again and they have taken it down. I have begged the support team to give me access to the course again but they are asking for a 297$ upgrade, which I find offensive. I already paid 2000$ and for this price the least they could do is host the course for several years.
Hi Sandra,
Thanks so much for sharing your thoughts on the Product Launch Formula. I totally understand how the course can feel overwhelming, especially when you’re just starting out. It covers a lot, meaning some lessons might only seem relevant after some time.
Jeff Walker’s traditional style works for many, but it isn’t everyone’s cup of tea. As for the $297 upgrade fee, it goes towards keeping the content up-to-date and providing ongoing support, though I can see how it might feel like an unexpected cost.
I’m sorry to hear about your initial launch challenges. I’ve integrated feedback like yours into my review to help others get a fuller picture before they dive in. I hope you continue to find value in the community and resources as you refine your approach.
Thanks again for your candid feedback—it really helps others make informed decisions.
Best,
Jernej