Creating a Product That Lasts

How does an information product last on the market for almost 15 years? It’s hard to boil it down to one thing – but for me, it’s been all about getting results for my clients. Here’s how I’ve done it – and a look at the latest evolution I’m trying this year to keep a good thing going…
Here’s the link I mentioned in the video: https://productlaunchformula.com/PLFLive2019n/

Hey, it's Jeff Walker. I've got something new that I'm doing this year that I'm super excited about.

Now, the irony is that in some ways it's not new at all, but let me just tell you about it. It's Product Launch Formula Live. It's PLF Live, and that's my live event. I've been actually doing it since 2010, so we're in our 10th year now, but up until now it's been a closed ecosystem.

The only way you could get in is if you're a member one of my high end coaching programs. But this year I've decided to actually open it up to the general public for the very first time, and I would love to have you come. I would love to invite you to come out to it now.

This video is going to be a little bit of me telling you why PLF Live is amazing, but also sharing what it's done for my business in a strategic sense and how you can take something like that and put it into your business.

I have now built a brand. PLF, Product Launch Formula, is now an actual brand out in the world. I first brought PLF out in 2005, October 21st, 2005, was when I released Product Launch Formula. Back then, people would release an information product and the shelf—the half life—of an information product was about three months, and then they would just move on and they'd create something else. People didn't build out information products and sell them for… well, it's been 14 years now. 

And it's gotten better and better and better. My results got better and better. My business has grown and grown. My business is at a new peak. We just came out of it – 2018. We're at a new peak. We're doing great. The business is doing great and, fundamentally, it's built off of Product Launch Formula. I think I've done a number of things to turn it into a brand—but one of the biggest things was PLF Live.

PLF Live, the first event, was in 2010 and if you remember, we were in the depths of the Global Financial Crisis, and it might've seemed like a crazy time to come out with a live event. Back then people were pulling back in their business. They were terrified in their business. No one was investing in their business. People certainly weren't doing live events because they thought no one could travel, but I had this vision for this different type of an event, and it was PLF Live.

What PLF Live is, and the reason it's so different is, instead of having a parade of speakers coming up and having a bunch of different topics, it's a structured curriculum led by me. I'm on stage the entire time. Typically, we might have one guest speaker. In fact, this year we're gonna have one guest speaker. I'm on stage the entire time walking everyone in the room through this curriculum that builds out their launch.

What happens is people come in, we give them what we call our Launch Book. We give them the Launch Book, and throughout the event, with my guidance, they create their plan for their launch. They come in with no launch, and they walk out the door with a complete launch plan. That's what PLF Live is, and that's why it's so completely different.

The cool thing—and this is the big strategic lesson—is that for those first four or five years when I published Product Launch Formula, my students were having great success, and my success was built on their success. As they got more, better results, then I had more case studies to share. I had more word of mouth. As they got results, they became affiliates, they became partners. They built my entire ecosystem. That was great for those first four or five years. Then once I started doing PLF Live in 2010, I realized there was just no better way to make an impact on people than get them in the room with me, so you don't have any other distractions. They're forced, in a very fun and loving and awesome way, but they're forced to do the work.

When they committed and they came and they were face to face with me for three days, and I lead them through and I answered their questions and I gave them exercises and I showed them results— then they got massive results. My entire business has been based on getting my people results. This might not sound that revolutionary, but back when I started doing it in 2005, and then PLF Live in 2010, no one was doing this type of thing. If you're looking to build out a brand, you need to get results for your students and your clients.

I think one of the best ways to do that is get face to face with them. It doesn't have to be live in person face to face. Maybe you can do it via via Facebook Live or Instagram or some other live stream. Or maybe you could do it via webinar. I know, for me, when I get students in the room and we're physically in the same place, and I'm able to walk them through and we're able to look each other in the eye and they're able to work with other people there.—they get to rub shoulders with the stars of the PLF world and understand what's really possible—that's when I really get results. That's when they really get results and it's built out so much for them, and it's built up so much for me.

My high end Plat Plus Mastermind came out of it. That wouldn't have happened if it wasn't for PLF Live. My Launch Club, high-end coaching program wouldn't have come out. That came out of it. My New York Times number one bestselling book wouldn't be a thing.

PLF is licensed around the world in four different languages now, in addition to English. All those things came out of PLF Live, but they came out of getting massive results from being face to face for three days.

Product Launch Formula, I think arguably the first brand ever in this industry, it's like a true brand right now, and it's done amazing things for me and it's done amazing things for my students.

Like I mentioned earlier, this is the first year we're inviting people, the public, to Product Launch Formula Live, to PLF Live, and I would love for you to come. The reason I'm doing this is I've just realized that since I'm getting such massive results, why don't I bring in a few more people outside of just my PLF Owners? Why don't I bring in a few of the general public and get those results for them? It'll be fantastic for them, and it just helps my business grow even more.

This year, for the first time ever as an experiment (I'm not promising it will be forever), this year, we're inviting the general public. I've got a limited number of seats of course. We can only hold so many people. It is a big event. We typically have 900 to 1,000 people.

I think we've got space for 1,000 this year. If you're interested, I'll put a link down below this video. If you've got a business already and you've got a following, maybe you have a product, then this is just… it's just money in the bank to come out, get your launch plan, do your launch. If you're just starting out, you're going to be like so many other people. This is how you get launched.

I would love for you to join me. We have people come from around the world. Typically, we'll have attendees from 35 to 40 different countries. They come from every corner of the world, as far away as you can imagine. They have an amazing event. We have a lot of fun. Everything I do is built on having fun because I think that we learn and we achieve better when having fun. We have a ton of fun. You'll get the chance to meet amazing people, to find your next partner, to get inspired, to meet incredibly successful people and get your launch done.

I hope you come out to PLF Live. I think building something like this, where you really invest in your students, really invest in your clients to get them results, is the number one way you can build your business. That's the way you can turn your business and your product into a brand.

I'm Jeff Walker. Wherever you're watching this, scroll down, leave a comment for me. I'll put that link down below to PLF Live, and let's go get ‘em this week.