Welcome to the Launch Resource Center!

IDSP Business Academy

Here is the printable launch campaign calendar...



Day 1: Campaign Starts (PLC 1)

Day 4: PLC 2

Day 7: PLC 3

Day 9: Webinar (optional)

Day 11: Cart Opens - Sales Video

Day 15: Cart Closes

Here is the printable 15-minute marketing campaign worksheet...



Here is the printable 1-month social media campaign schedule...



Here is a printable 3-month social media campaign schedule...



Launch Checklist

Launch Calendar

List (to collect opt-ins & to send campaign to)

Opt-in Page

Email/Video Sequence

    - Pre-Launch Content

Blog With PLC Content

Social Media Assets

    - Memes

    - 30 Second Invitation

Referral Commission Rate

Launch Partner Sign-Up Page

 Launch Details

What: Name of Promotion/Results Based Title

Why: WIIFM – Why should they care?

How: How will program help them now?

Who: Who is it for?

When: When does it start, how long?

Where: Where is it?


Commission Rate

Low-tier Product Sales Video

The 14 Essentials That Rock Your Sales Video in 7 Minutes© - Ted McGrath

1.  Acknowledgement

Opt-in Page --> Splash Page/Sales Page with Video

    ex. Congratulations, you just downloaded [Free Gift] and it is on it's way to your inbox right     now.  It will be there in a few minutes.  Before you go there, I want to assure you that you have     everything you need to abc.

    Most of my clients who are serious about abc are also serious about xyz.

2.  Introduce Offer

    - Link Gift to Offer

3.  Credibility Drop: Brief

     - Say who you are and let audience know that you were where they are now, and that you     have found a solution and gotten results.

    ex. I've been where you are...I started off...I went on and followed this formula...I went on to...

4.  Features of Program: How they will consume the program

    - Video Trainings

    - Worksheets

    - Steps/Process

5.  3 Big Benefits with 3 Sub-Benefits

    - Name Steps

    - Master Name for Program/System/Training - All 3 Steps together, I call my xyz system

6.  Price Contrast - Establish Value

    - Something like this is worth thousands if you consider...it is easily worth hundreds...special     offer now...

7.  Price

8.  Call to Action #1

9.  Credibility: Personal Story (Short...2 min or less)

    - Develop Relationship

    a. Vulnerability

    b. Credibility

        Calling --> Pit --> Search --> Breakthrough - the results you got (relate it to the product you         are selling)

10.  Guarantee - 30 day money back

11.  Call to Action #2

12.  Case Story - Clients who got results from your process

        Calling --> Pit --> Search --> Breakthrough

13.  Call to Action #3

14.  Special Offer - Limited Time - Only Here

    ex. I don't know when we will take this down or I don't know when you might see this again

NOTE: Longer sales videos for more expensive products follow same structure with longer personal story and more case studies.

 Product Launch Formula©

By Jeff Walker

7 Launch Themes

1.  Reluctant Hero - Serve & Sacrifice - Hero

Hero is our protagonist, or central character, whose primary purpose is to separate from the ordinary World and sacrifice himself for the service of the Journey at hand-to answer the challenge, complete the quest and restore the Ordinary World’s balance. The Hero’s Journey may be a challenge of personal growth: to win a competition, to heal a wound, or to find love. Heroes may also need to answer Calls to Adventure where physical lives and even the fate of the world are at stake. These Heroes must learn to accept the sacrifice of life and limb for the service of others.Since we experience the Journey through the eyes of the Hero, we must be able to relate to him or her on some level. The Hero must be driven by universal needs: to find love, to succeed, to right a wrong, to seek justice. These drives are connected to the Hero’s Inner and Outer Problems that need to be solved. The audience can relate to a Hero’s idiosyncrasies, quirks, vices and deepest fears, while wanting to emulate the hero’s admirable qualities.The Hero doesn’t have to be all good. Some of our most endearing Heroes are actually Antiheroes,Outlaws and Loner Heroes who live by their own rules and consistently “buck the system.”The Hero usually grows and learns the most during the Journey. And although the hero may be reluctant and make excuses, and even have to react to events that surround him, by the Journey’s end he has become active, driven by his undying conviction to succeed.

2.  Loss & Redemption - Disrupt - Trickster

The Marx Brothers are the embodiment of the Trickster. They relish the disruption of the status quo, turning the Ordinary World into chaos with their quick turns of phrase and physical antics. Although they may not change during the course of their Journeys, their world and its inhabitants are transformed by their antics. The Trickster uses laughter to make characters see the absurdity of the situation, and perhaps force a change.The Trickster mask is often worn by the Sidekick in Westerns and the Mentor in Romantic Comedies (the best friend always offering comic advice to the lovelorn). In Action Adventure, the Hero may briefly don the Trickster mask to outwit or disarm a villain or enemy; while in Comedy, the Hero may rely on this mask throughout the Journey.The Trickster’s voice can be the most sane and reliable in the confusion of the Journey, as we see with the Trickster Old Mose in The Searchers.

3.  Under Dog - Warn & Challenge - Herald

Herald characters issue challenges and announce the coming of significant change. They can make their appearance anytime during a Journey, but often appear at the beginning of the Journey to announce the Call to Adventure. A character may wear the Herald’s mask to make an announcement or judgment,report anew flash, or simply deliver a letter. The Herald can reside within the Hero in the form of dreams and visions that push the Hero to change his lie. An external event, such as a declaration of war or a storm, can serve the Herald’s agenda. Whatever the form, the Herald is needed to present the challenge,and get the story rolling.

4.  Discovery - Test - Threshold Guardian

Threshold Guardians protect the Special World and its secrets from the Hero, and provide essential tests to prove a Hero’s commitment and worth. The Hero must bypass these obstacles, and use any method available: ignoring, outwitting, overcoming, appeasing, or befriending.Threshold Guardians may be characters, a locked door or secret vault, an animal, or a force of nature such as a tornado.

5.  Curation - Destroy - Shadow

The Shadow can represent our darkest desires, our untapped resources, or even rejected qualities. It can also symbolize our greatest fears and phobias. To use Star Wars as an example, the Shadow is the Dark Side, personified by Darth Vader. Since the Shadow is a reflection of the Hero’s qualities, it may represent positive qualities that the Tragic or Loner Hero may have suppressed or rejected. Shadows may not be all bad, and may reveal admirable, even redeeming qualities.The Hero’s enemies and villains often wear the Shadow mask. This physical force is determined to destroy the Hero and his cause. Or the Shadow may be an inner demon lurking within ourselves that must be accepted or purged. In Unforgiven, Will Munny constantly tempts his Inner Shadow as a bloodthirsty gunslinger.

6.  Revenge - Question & Deceive - Shapeshifter

The Shapeshifter mask misleads the hero by hiding a character’s intentions and loyalties. The Shapeshifter’s presence surfaces doubts and questions in the Hero’s mind, and can effectively infuse suspense. In romance and Romantic Comedy, the Shapeshifter mask is often worn by the opposite sex.

7.  Ascension - Guide - Mentor

An essential Archetype, the Mentor provides motivation, insights and training to help the Hero over come his doubts and fears and prepare for the Journey. Often the Mentor has traveled the road before and can provide needed guidance to a Hero who is reluctant to face the unknown. If the Hero proves his commitment, the Mentor may reward him with magical gifts (a weapon, clothing, piece of advice, or a key)that will help him on the Journey ahead. The Mentor might present a powerful magical gift to lure the Hero to accept the challenge.The Heroes of Western, as well as detective and noir Thrillers, may not have a physical Mentor, but instead may be guided by an Inner Mentor, a code of honor or justice that must be served.

Source for Archetype info:

Sideways Salesletter

Pre-Launch Content (PLC)






Ownership Experience

Sales Video

Call to Action

Problem-Solution Path

PLC 1 Opportunity

Present Problem #1

Solve Problem #1

Present Problem #2

Audience Response = "Yes!"

PLC 2 Transformation

Present Problem #2

Solve Problem #2

Present Problem #3

Audience Response = "Even I can do it!" 

PLC 3 Ownership Experience

Present Problem #3

Solve Problem #3

Present Problem #4

Audience Response = "Oh, that's how they do it!" 

Sales Video

Present Problem #4

Present Offer to Solve Problem #4

Audience Response = "This is exactly what I need!" 

9 Mental Triggers

1.  Authority
We often look to others to guide our decisions. It helps us short cut the decision making process. Every action in our lives requires thousands of thoughts and decisions every day. Following people with authority is a way our brains have evolved to make decisions more efficiently. An example of this is a person in uniform, a doctor or a policeman. Build authority in your marketing, and your leads and prospects will do whatever you ask of them.

2. Reciprocity

The idea is that when someone gives something to us we feel an obligation to give something in return. I’ve felt it, you’ve felt it, and it’s very real. A perfect example of this is a simple birthday or Christmas time. If someone gives you a gift and you have nothing to give them in return you feel bad and want to reciprocate.

Giving tons of value in your Marketing and genuinely helping your leads solve there problems creates a “reciprocity imbalance”. The more value your leads and customers feel you provide, the more likely your prospect is going to reciprocate.

3.  Trust

A powerful way to become influential in someone’s life is to have them trust you. If you want someone to do something, buy from you, be influenced by you it’s much easier if they trust you. Trust takes time, especially in the business world.

An example of this is if a friend or family member tells you something your likely to believe it without question because of the relationship with that person – as opposed to a stranger.

In our business, building a relationship and trust with your prospect is essential.

The fastest way to build trust with your prospects subconscious (the most powerful form of trust) is to either tell them a secret about you, or have them tell you a secret about them. Considering that you don’t have control over them, the first option is you best bet. Confide a secret with your prospects that they feel as if they shouldn’t share due to the fact that you may not want everyone to know it, and you’ll tap into there subconscious trust.

4.  Anticipation

Closely related to scarcity ~ the idea that someone will want something more if there’s less of it available. Also relating to events, focusing on the date and time of something coming up. An example of this is when you’re looking forward to Christmas day or a birthday gift etc. If you use anticipation right, your prospects will look forward to your content and tune into your marketing when you tell them based on anticipation.

Use open loops, set specific dates for launches, and create a sense of excitement around what you’re doing, and you’ll create anticipation that will result in sales.

5.  Likability

We enjoy doing business with people we know, like and trust… And we’re more influenced by people we know than by people we don’t know.

Being like-able simple comes down to being yourself in a genuine and real fashion. Be honest, give great content, interact with your prospects, and respond to people’s questions when they come up.

This authenticity and realness builds connection and like-ability.

Humanize your message as people want connection and authenticity.

6.  Events/Rituals

People love events and get pulled in by them. It makes them feel they are part of something bigger than themselves.

An example of this is sports games. An event people look forward to and it becomes a ritual. Rituals pull people together in a powerful way. Religion is another powerful example.

In the modern world we are starved for rituals, which leaves you with a huge opportunity when you turn your marketing into an event.

Host webinars, “inner circle hangouts”, special meetings for your top customers, and make them feel like they’re a part of something bigger then themselves. When you do this by leveraging events, you’ll see your sales skyrocket.

7.  Community

We act in accordance to how we think the people in our community are suppose to act. An example of this would be religious communities. When people are part of areligious community, they tend to act in exact accordance with what that religion outlines for there community members.

Create a community around your prospects and buyers, and once again make feel like they’re part of something bigger than themselves.

8.  Scarcity

Where there is less of something we want more. The perception of scarcity is what motivates us. It forces people to make a decision and act quickly by hopping off of the fence.

People will put off a decision if they have a choice.

The saying goes, “you don’t have an offer if you don’t have scarcity”. So if you’re trying to sell something every day of the week and letting people get that same thing whenever they want, chances are they’ll put the decision off. Where if you “make them buy” by enforcing scarcity and either making something unavailable on a set date, or by taking away a premium version of something, you’ll get people to take action and BUY NOW.

Build this into your marketing and make it clear that there will be a negative consequence if they don’t buy on specific dates.

9.  Social Proof

If someones on the fence about buying something because they don’t know whether or not it will work for them, the easiest thing to do is to simply show how it’s worked for others (social proof). If it worked for time, rick, and bobby, chances are it’ll work for them as well.

Collect testimonials and case studies about your products and services and watch your sales increase when people understand that if they do what you say, things WILL work.

Use all of these 9 sales triggers in your Marketing and you WILL see a compounding effect on your bottomline. It’s simply about being consistent and taking action, and realizing it’s a matter of “when”, not “if”.

Source: http://mishawilson.com/the-9-psychological-triggers-to-increased-sales-and-profits/

PLC Video Scripts






Sales Video

Script Criteria

Their Desired Result  (External Need & Internal Need)

Their Current Reality

Your [New] Course Name

The Name of Your Series

Your Previous Big Accomplishment

Market/Ideal Client/Specific Audience (#1: Getting Started & #2: More Experienced)

Who they desire to be

What they need

Their Main Desired Outcome #1 (Specific)

Their Desired Outcome #2 - Support #1

Benefits of Desired Outcome

What they want

Their objections

Their main frustration

Benefits of video content

Personal Story/Hero's Journey



New Problem

Obstacles that are holding them back

Challenges (External & Internal)

Course Outline (Number of Modules/Weeks)

How Course is Delivered





Call to Action

Download the worksheet....

Here's the link to get Jeff Walker's Book: Launch 



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