Launch Formula Skill for Claude

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

10. 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