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So, I've been playing around a lot with AI and ChatGPT. I just created my own GPT to be my brainstorming partner for social content. To do that, I had to give it some background on who I am and what I've done over the years. You have 8,000 characters for this, so I essentially wrote a career retrospective in 8,000 characters. 

As I edited it down and made it tighter, it got me thinking about this crazy journey I've been on—from the humblest beginnings to gradually growing a business.

From Investing to Marketing

I started by teaching about investing in the stock market. After eight years of that, I switched to teaching people about marketing because I’d figured out a few things about multi-step campaigns and specifically, launches. 

Then came Product Launch Formula®—a hundred million dollars in sales & years ago. My students have now done over a billion dollars in sales. I even wrote a number one New York Times best-selling book. 

It’s just been a crazy, crazy journey.

The Very First Launch

In writing that retrospective for ChatGPT, I got to thinking about my very first launch. This was in early 1997, starting from the most humble beginnings. 

I basically started a free newsletter about the stock market and began sending it out to everyone who I could get to subscribe. Gradually, over time, I started to build up dozens of followers, then a few hundred, then hundreds.

Then I did that first launch & tried to come out with a paid version of the newsletter. I didn't know what I was doing, but I did the most basic version of a launch before I could even take credit cards. 

I had to ask people to print out the email I sent them, write out a check, and send it to me in the mail. That was the state of online payments in early 1997, at least for mere mortals.

The Impact of the First Sale

That launch did $1,650 in sales. 

Everyone's got a different frame of reference for money, but for me, that was unbelievable. What was truly unbelievable was making that first sale. 

Outside of getting a paycheck, I had never made any money ever in my life. I'd never actually had people pay me for something I created other than working in a job. 

So, that whole launch was based on hoping some people would buy from me. Until I made that sale, until the first person said yes, it was just a hope. 

Then it became a true belief. I couldn’t believe it—someone was actually paying me money for something I created. It was unbelievable & life-changing.

In those few days during that launch, I had a few more sales come in. It was a total of like five sales and $1,650 in revenue. If I could have done a backflip, I would have been doing backflips. It was amazing. 

Everything I've done has grown from there. The confidence that first sale and first launch made was incredible.

The Journey Continues

The next launch, about four months later, did a lot better—$6,000 in sales, almost four times better. Then they got better and better over time. I did one that did $34,000—that was more than I'd ever made in an entire year. I did that $34,000 in a week. 

Then I did one over $100,000, eventually stepping up into the million-dollar launches. That didn't happen overnight. It was like 10 years later before that happened, or 12 years later. 

None of this happened overnight. But that first launch and the belief that I can create value and get paid for it was unbelievable.

That belief changed everything for me & for thousands of people who have now come through my training and changed their lives. That’s why I get so stoked for this work I do—helping people grow and launch their businesses, and grow the businesses they already have. 

Each year, I do my launch for the Product Launch Formula Coaching Program. It’s called the Launch Masterclass™. I teach all out for almost two full weeks—teach and teach and teach. 

I invite people into the Product Launch Formula eventually, after they go through all my free training.

The Power of a Great Launch

The whole idea behind the formula is that if you have something truly of value to people, if you created a great product that’s going to help people and transform their lives, then you owe it to your future clients to put together a great sales process and a great launch. 

Not doing so—failing to make your best offer in the most powerful and persuasive way—is a disservice to your future clients. You owe it to them to present your offer in a very powerful way that truly shows them the impact you can make on them.

Regular People, Great Offers

That’s what my launch formula is all about. Here’s how it works for regular people—not just amazing salespeople who could sell sand in the desert, but average people:

  • Deliver Value Ahead of the Sale: Start by providing immense value to your audience before you even ask for a sale.
  • Build Up Desire: Create a strong desire for your product before it’s even available. Show them what they’re missing.
  • Make a Powerful Offer: When the time comes, present your offer in the most compelling and persuasive way possible.
  • Feel Great About It: Ensure that your offer is something you’re proud of, and that your audience feels excited and confident about.
  • Build a Great Business and Life: Use this formula to create a business that not only thrives but also gives you the freedom and fulfillment you desire.
  • Serve Your Clients in a Huge Way: Always focus on delivering massive value and support to your clients, making their success your top priority.

Over the years, I've had over a million people in total go through the Launch Masterclass. It’s ridiculous. These numbers just add up because I’ve been doing this for so long.
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