The Product Launch Formula Success Stories of 2020

The creator of PLF, Jeff Walker, and I had interviewed Susan Pierce Thompson, on how to go from zero to $100k with Product Launch Formula. Follow the lines below to see how efficient could product launch class be if you implement it carefully.

One of the things I have taught over the years, it’s one of the most significant ways to build a list of both prospects and clients, is by doing a launch. Moreover, Susan shared her experience over, which illustrates this point in a very dramatic way. I thought you’d find this interesting, so Susan will tell you a little bit about her business and what’s gone on in the last year or so.

Implementing The Product Launch Formula – Review Of The Situation

Jeff Walker and Susan Pierce Thompson
Sure, so I’m in the weight loss business, I’m a tenured psychology professor, and I teach people how to lose weight. I have been doing that in my personal life just through one-on-one consultations and teaching a college course on the psychology of eating.

About a year ago, I had sort of an epiphany in my morning meditation that I really ought to be sharing this with other people. Many people are experiencing that their brain is blocking them from losing weight, and they don’t know why and as a neuroscientist and a psychologist, I can explain that to them.

I’m a formerly obese woman myself, and I lost all my weight 12 years ago. Weight loss was the biggest struggle of my life. So I think, many people who build businesses like this have the experience with overcoming something, or learning something in their own life. So then they create a business to teach other people from their findings. That was my story, and I knew I was sitting on a bunch of information and a perspective that would be valuable to many people.

So what I did was, I started by getting Jeff Walker’s book Launch. It just coincided right with the release of the book and I didn’t have the extra money to buy Product Launch Formula at that time. So I just started with Launch book where Jeff Walker explained all about the value of a list, the importance of building a list, nurturing that list and so on. On August 5th of 2004, I launched my list, and that is the date for me at the beginning of my business.

How did you start with Jeff’s launch formula?

I just sent out an email to all the people that I knew who already knew that I was an expert in this field, saying: “Hey, I’m starting this list where I’m just going to share for fun and for free the psychology and neurosciences of sustainable weight loss. From August 5th and till two or three months later I built that list up. At first, it was like 200, then 300 people.

The fundamental fact of what Jeff teaches in the Product Launch Formula and the Launch book is that you need to give something in exchange to your subscribers so that you can collect their email. I had an excellent free report called: “The three huge mistakes that almost everybody makes when they try to lose weight.”

So that first piece was just like signing it out to friends on Facebook and asking to share it publicly. The first day I got 75 people, and then over in the next 2, 3, 4 weeks, I got a couple of hundred people. Then it stalled out, so it took quite a while to get up to 300 people. From August to late October, I got up to 380 people. I was busy writing emails, and I was keeping in touch with my list, which is something Jeff Walker teach in his Product Launch Formula course.

The important thing was to build a relationship with my list, so I was sending out great content. However, word of mouth is slow when you have a few people and then what happened was, I did my first launch. I did it with the book Launch and not the Product Launch Formula course.

Recommendation for FREE product launch technique

When I was watching the product launch class video, I remember Jeff mentioned that he has three bonus videos for the product launch formula course and that this is the second best marketing course in the world. So I took that second video on how to do a seed launch, and I created a seed launch out of that plus what was in the book.

That’s the little tiny red spike down here. I mean it looks tiny on this graph, but it was pretty big because I went from 380 people to 680 people. So I almost doubled my list off one webinar and just a seed launch. I just told people that I’m just going to take them through a six-week a teleconference course after I present some rock-solid knowledge to them.

Susan pointing on red spike

How much did that seed launch end making?

This launch formula made me eleven thousand dollars. That money meant a lot to my family, as I have three little kids. My husband and I are from California, and my kids had never visited our family because we couldn’t get all five of us on an aeroplane. So when I did that seed launch, it was in October, and we took all of our kids out to visit our family after Thanksgiving. Eleven thousand dollars meant a lot to us. Our kids met their cousins and aunts and uncles. I was still delivering the course, and I delivered it. So it went great. After the launch, I read the Product Launch Formula review on Jerry’s website and bought the program.

Look at this growth here in my list. I was starting from almost nothing from 680 people in four and a half months up to 833 people. That’s what it took to get all that and then in February with product launch formula I did my first real launch. In two weeks of doing that product launch, my list went from 833 people to 6,400 people, and that launch made $165,000 by creating great content.

My course – The Break-line Eating boot camp is the best weight loss course in the world, and I have data to back that up. However, my three free videos on the psychology and neuroscience of sustainable weight loss, that I use for the pre-launch content – that’s the second-best weight loss course in the world.

These videos got much viral traffic because I explain stuff that nobody knows about – how the brain blocks the weight loss. So that was all people sharing my videos on Facebook and people sending out emails to other people about my content.

How much in sales did that product launch do?

Techniques from PLF brought me a hundred and sixty-five thousand dollars. Meanwhile, I’m a college professor, where I’m teaching college courses. I had three little kids when I built this business. I must admit, sleep was rough, I mean mostly because the business was so exciting. 

It’s heady stuff when you do it’s right on the edge of your comfort zone, and I frequently had the experience of coming to consciousness at 5:00 a.m. with business ideas rolling through my head. Before that, I used to sleep like a lot.

So then I delivered that course but look again, as no list growth, even though people now I had (6400 people), that knew about me, knew about my stuff, my free report on the three huge mistakes that everybody’s making when they try to lose weight. That was all still out there, but from February to June, my list grew from 6400 to 6,800 – like almost no list growth, even though the same content was still out there. So it stayed like this until I did my next launch which was in June and my list again in two weeks went from 6800 to 11,000. I used the same videos again in this launch.

How did my product launch impact the people going through my course?

As a formerly obese woman, I still lie on the floor and write letters to God, like there’s got to be a way I could run a marathon. I got a PhD in brain and cognitive sciences, and I can’t take off this weight, and it’s crazy.

I relate to the people who can’t lose weight like really, and they’re getting my tagline “is happy, thin and free”. It changes everything. It’s not just about losing a few pounds. It’s about gaining freedom from food obsession, confidence in your skin, living your right life and not like having all those extra pounds and not being able to tie your shoes.

It’s just uncomfortable getting into a car, buckling a seatbelt and all of a sudden being able to throw your shoulders back. My product launch changes people’s lives from the inside out. There’s a hollowing out of one’s integrity that happened for me when I woke up every day, promising myself, that it was going to be different and that I was going to eat differently. I was sitting in front of TV, eating junk food once again and then promising myself again the next day I will get to a place, which is what I teach people in my course – how to change their brains.

They can finally live in congruence with what they want to be, eating in according to their values, based on what they already know about sound nutritional principles.

I’m watching people get their self-esteem back, their self-efficacy back, their self-confidence back. When you give someone a survey about what being overweight is affecting. People report that they’re waiting to live their life until they lose their weight. They’re not contributing their gifts to the world because they’re waiting till they lose their weight and the average dieter tries four or five new attempts every year and never succeeds.

Fewer than 1% of people take off all their excess weight and keep it off. I’m teaching people how to do that, and my stats are outrageous. People lose their weight on my program three and a half times faster than with similar programs. What I think is important that we are building a tribe within the program we launched. Our community is just gorgeous. We’re just banding together; we’re making this break-line eating movement.

There’s nothing like having that impact, and Jeff Walker is having an impact on me because he’s teaching me how to do marketing. View a detailed breakdown of course in the product launch formula review.

How will you use product launch formula in the future?

These metrics are pretty predictable, like a particular percentage of people are opting in, and a precise portion of the people are buying the course. So what we have planned in a couple of months is a launch. If all the metrics hold, promotion is going to bring my list to about 50,000 people, and the launch is going to do about a million dollars. I will deliver the course to five times as many people as I have in the past, so I’m hardening my infrastructure and ramping up for that.

Then I’ll write a book, and that’s where I will leave my job. I can’t afford to be a professor anymore. I’ve asked the board of trustees for an unpaid leave of absence because I can’t teach my classes, mother my kids and lead my business at the same time. I love being a professor, I’ve been a professor for 12 years, I have tenure, have been promoted, but this is so much more rewarding because I have an impact on a much higher level.

Product Launch Formula course for sure supports this fantastic story and incredible impact. Give it a chance and read the PLF review on

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Jerry Kriznar - author of ProductLaunchClass

Jerry Kriznar


I’m a 34-year-old entrepreneur from Slovenia, a father, and a husband who loves internet marketing. I’ve been an owner of Product Launch Formula since 2012, so I know this program from the inside out. I help others launch, do SEO and enjoy adrenaline sports (surfing, snowboarding, mountain biking).