name: product-launch-funnel
description: >
Jeff Walker–style Product Launch Formula funnel. Uses a sequence of
pre-launch content (PLC) videos to build anticipation before opening cart.
Best for courses, memberships, and high-ticket offers ($297–$2,000+).
Product Launch Funnel
Build anticipation over days/weeks with free value content, then open cart for a limited window.
Flow
Opt-In → PLC Video 1 → PLC Video 2 → PLC Video 3 → Cart Open (Sales Page) → Cart Close
| Page |
Purpose |
Timing |
| Opt-In / Waitlist |
Capture leads, build the launch list |
2–4 weeks before launch |
| PLC 1: The Opportunity |
Show the gap / opportunity |
Day 1 of launch |
| PLC 2: The Transformation |
Teach a concept, prove credibility |
Day 3–4 |
| PLC 3: The Blueprint |
Give actionable framework, seed the offer |
Day 6–7 |
| Sales Page |
Full offer with cart open |
Day 8–10 |
| Cart Close |
Final urgency push |
Day 12–14 |
PLC Video Page Requirements
- Video (15–30 min, educational + story)
- Key takeaways listed below video
- Comment section or engagement CTA ("Reply and tell us…")
- Countdown to next video or cart open
- Social share buttons
Email Sequence
| Email |
Timing |
Subject Line Pattern |
| Welcome |
Immediately after opt-in |
"You're in! Here's what's coming…" |
| PLC 1 Launch |
Day 1 |
"Video 1 is live: [Curiosity hook]" |
| PLC 1 Reminder |
Day 2 |
"Did you catch this?" |
| PLC 2 Launch |
Day 3 |
"Video 2: [Transformation hook]" |
| PLC 2 Reminder |
Day 5 |
"This changes everything…" |
| PLC 3 Launch |
Day 6 |
"The blueprint is here" |
| Cart Open |
Day 8 |
"Doors are open 🚀" |
| Social Proof |
Day 9 |
"[Name] just signed up…" |
| FAQ / Objections |
Day 10 |
"Got questions? I've got answers" |
| 24hr Warning |
Day 11 |
"Last chance — doors close tomorrow" |
| Cart Close |
Day 12 |
"It's over. (Or is it?)" |
Conversion Benchmarks
| Metric |
Target |
| Landing → opt-in |
> 35% |
| Opt-in → watch PLC 1 |
> 60% |
| Watch PLC 1 → watch PLC 3 |
> 30% |
| Watch PLC 3 → sales page |
> 40% |
| Sales page → purchase |
> 5% |
| Overall list → purchase |
> 3% |
Key Principles
- Give your best stuff free — the PLC content should be genuinely valuable
- Mental triggers: reciprocity, authority, social proof, scarcity, community
- Seed the offer in every PLC — mention it's coming, don't hide it
- Hard cart close — the deadline must be real
- Sideways sales letter — the 3 videos ARE the sales pitch, spread across days
By