Find out which are the 6 main types of product launches according to the Launch Formula – WAU

When launching a product or service, the chances of your company having better marketing and sales results are increased. In this post we list the six main types of launches pointed out by the Launch Formula, a sales method built to bring more customers through a structured launch process.

If you continue to execute your marketing actions in the same way, the results will also be the same.

To increase them, make the company an authority in its niche and generate more sales, it is necessary to innovate its marketing strategies, and one of the ways is to launch new products or services. For this, you must know the types of product launches.

The Launch Formula brings a method with which you can launch offers from your company in an effective way, in order to make the public anxiously wait for the launch day, which can make your revenue grow considerably.

And so that you understand what the Launch Formula is, how it works and what are the types of launch that can be used in your marketing management, follow us to the end of this article.

What is the Launch Formula?

Launch Formula is one program that enables the development of marketing and sales techniques related to the launch of products and services.

This process was originally developed by Jeff Walker in the United States. In London, he became known through Erico Rocha, who adapted the methodology for the London market and everyone interested in developing online releases.

Therefore, the Formula is applied in launches of digital products or infoproducts. For it to occur efficiently, it is necessary to apply marketing and sales techniques.

How the Launch Formula Started

The Launch Formula (or Launch Formula, in English) was coined by Jeff Walker, who developed strategies to increase online sales. Through them, Jeff transformed Digital Marketing, becoming a benchmark in the industry worldwide.

His book Launch: An Internet Millionaire’s Secret Formula to Sell Almost Anything Online brought readers the opportunity to understand how to increase their revenue through the launch of digital products, so that the public is eager and eager to buy them.

For 20 years, Jeff has worked with several entrepreneurs to help them launch their digital products and services online and has managed to generate over $ 400 million.

Erico Rocha was the one who brought the method to London and called it the Launch Formula. With just one launch of the course, he earned R $ 10 million.

How the Launch Formula Works

When the Launch Formula came into being, its structure was very simple, as it functioned in cycles that started in the relationship, passed through the content, arrived at the offer and ended in feedback.

Since then, Formula has undergone several changes, but has maintained relationship-based to generate sales and so it has been applied to bring results to everyone who adopts it in their strategies.

The current Formula has two fronts: online training and live events. At the online training, access to a member area is offered where all classes in the course are available, as well as bonuses (if any) and rich materials.

In addition, there is also a private community on Facebook for questions and relationships with other students. Due to the interaction and sharing of difficulties and results, it is seen as one of the best points of the course.

The other front is the Formula events, which are attended by many professionals from different areas and business owners who also wish to be successful when launching.

Being present at these events is part of the experience of the subscribers, who can also count on lectures by influential people in the world of entrepreneurship. Jeff Walker himself was one of the speakers.

As the events bring together the two annual classes, there is not always space for everyone. So it is important to register as soon as possible.

What are the 6 types of product launches?

Now let’s see what are the main types of launches covered in the Formula.

1. Internal release

This is one of the most effective release types. However, it requires a greater effort to be put into practice, as it requires very well developed strategies that involve the use of various types of media, including videos.

As the name implies, this is a launch aimed at your own contact base. That is why, the chances of revenue are higher, since the target audience knows your brand and offers.

The use of videos is efficient precisely because your leads can share them with friends, who can also join the launch.

2. External release

The external launch occurs after the internal one is put into practice. It helps to build partnerships, in addition to being an efficient way to create contact lists from the image that your company has.

However, care must be taken when making this type of launch, as it must be executed strategically and in conjunction with the internal one. Your financial return may be higher, but it also requires greater investment.

3. Lightning launch

The lightning launch lasts 4 to 7 days and can be done via email marketing. If you don’t already have a list of leads, you can use your customer base.

The purpose of this launch is to create and offer a unique offer in a short period of time. Therefore, one of the ways to make people buy more in this type of launch is to add benefits to your offer, for example:

  • “Buy on launch day and receive an exclusive bonus!”
  • “Buy on launch day and get two products entirely free!”

4. Seed launch

The seed launch is one of the simplest and cheapest, which is why it is usually performed by those who do not yet have much experience, expertise or even a product.

Yes, that’s right. The main differential of this type of launch is that you can do it without having a product ready.

The strategy is based on attracting people interested in a certain subject and getting them to expose their problems and desires so that you can create a product or service with these characteristics.

5. Affiliate launch

This type of launch is similar to lightning, but instead of offering their services, third-party products are offered, a main feature of affiliate marketing.

The basis of this launch is the creation and offering of a product or service for a limited time. For this, the affiliate can:

  • offer other products and services included in the launch;
  • offer exclusive bonuses from you or the product owner;
  • make a promotional price that can be used during the launch period.

6. Perpetual release

It consists of repeating a previous launch for new people who have joined your contact list.

Therefore, its main advantage, in addition to saving time, is the possibility to automate the launch for everyone who joins your contact list.

In order to make a successful perpetual launch, it is essential to have made a successful internal launch previously, with a good flow of leads and the necessary marketing automation tools.

What techniques can be applied to different types of product launches?

Now that you know the types of releases, check out how you can apply them.

E-mail list

This is one of the most common ways of putting the formula into practice – we emphasize the importance of not buying lists, as it is necessary to have permission from users to send their content.

To raise this list, you need to have a landing page that offers something in exchange for the lead’s contacts. E-books, infographics and spreadsheets work very well in this type of action.

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Mental triggers

One of the techniques applied by the formula and that work very well are mental triggers. After all, they attribute to you the authority necessary to make the public interested in your opinion.

In addition, the triggers also work at reciprocitybecause if you offer value to your audience, they feel the need to give something back – which includes buying your course at launch.

When people know that something is coming, they are anxious for that day to come – that’s the trigger of anticipation.

Another is the social proof, which uses testimonials from clients and successful cases to bring even more credibility to its offer.


Once the launch is done, observe the reaction of your audience and make an exclusive offer for a limited time, ideally ranging from 24 hours to 7 days.

The goal at the beginning of this launch is to generate a sense of urgency in the public. So, monitor his progress from start to finish to make sure everything is going well. And for that, as Jeff points out in his book, it is essential to build the confidence of your audience and also to offer a quality product.

By applying these techniques to the types of product launches featured in this post, you will have a better chance of increasing your sales – and once you gain new customers, also try to retain them in your business. To learn how to do this, check out in this article how the retention funnel is able to retain customers.