From zero to $100k (with Product Launch Formula) - from Jeff Walker

he's Jeff Walker and I have Susan Pierce Thompson with me and one of the things I have taught over the years it's one of the greatest ways to build a list of both prospects and

clients is by doing a launch and Susan shared her experience over I think the last year with me which illustrates this point in a very dramatic fashion I

thought you would be my I thought you'd find this really interesting so Susan could you just tell a little bit about your business and what's gone on in the last year or so sure and so I'm in the

weight loss business I'm a tenured psychology professor and I teach people how to lose weight and I have been doing that in my personal life just through

one-on-one consultations and teaching a college course on the psychology of eating and about a year ago I had sort of an epiphany in my meditation my morning meditation that I really ought

to be sharing this with other people because a lot of people are experiencing that their brain is blocking them from losing weight and they don't know why and as a neuroscientist and a psychologist I can explain that to them

you actually knew life I actually knew why and I'm a formerly obese woman myself and I lost all my weight 12 years ago and weight loss was the biggest struggle of my life so I think a lot of people who build businesses like this

have that experience where they overcome something in their own life or they learn something in their own life and then they go build a business to teach other people what they learn and that was really my story and so I knew I was sitting on a bunch of information and a

perspective that would be valuable to a lot a lot of people so what I did was I started by getting your book launch it just coincided right with the release of

your book I got the book at that time I didn't have really the extra money to buy product launch formula so I just started with your book and you explained all about the the value of a list the

importance of building a list nurturing that list and so on August 5th of 2004 I launched my list and that is the date for me of the beginning of my business

and I just sent out an email to all the people that I knew who already knew that I was an expert in this field saying hey I'm starting this list where I'm just going to share for fun and for free the

psychology and neuroscience of sustainable weight loss and from August 5th and till I don't know two three months later I built that list up - at first it was

like 200 then 300 people I had a really good free report that was called still there the three huge mistakes that almost everybody makes when they try to

lose weight mm-hmm and so so that initial piece was just like signing it out to friends yeah Facebook you know sending it out to friends so you know

the first day I got you know 75 people and then over in the next 2 3 4 weeks I got a couple hundred people and then it kind of stalled out so it took quite a while to get up to 300 people and then I

mean really from August to September to October to late October I got up to 380 people which is awesome yes I began I was busy writing emails I was keeping in

touch with my list which is something you taught me how to do you know you build that relationship I was sending out great content but where the mouth is slow when you just have you know a few people and then what happened was I did

my first launch and I did it with the book launch and not the product launch formula course but the video you often say that you're three free videos for the product launch formula course or the

second best marketing course in the world and I took that second video on how to do a seed launch and I created a seed launch out of that plus what was in the book and that's the little tiny red

spike down here so I went from I mean it looks tiny on this graph but it was pretty big because I went from 380

people to 680 people so I almost doubled my list off one webinar and just a seed launch and I just told people you know I'm just going to take you through a six-week course a teleconference course

and you know then it took me how much did that seed lunch making eleven thousand dollars I was like and you know

that um that money meant a lot to my family like I have three little kids am i I'm gonna cry my husband I are from California and my kids had never visited our family because we couldn't get all

five of us on an airplane and why did that seed launch I was in October and we took all of our kids out to after Thanksgiving to visit our family you know so I mean eleven thousand dollars meant

a lot to us you know we bought tickets for Thanksgiving it we've all our kids met our cousins and our aunts and uncles and those awesome it meant a lot salt and I I was still

delivering the course so I delivered that course and it went great and then I bought product launch formula that's great the seed launch fun did it yeah

exactly and then and then all the way but look at this growth here in my list right almost nothing you know from 680 people in one two three four and a half

months up to eight hundred and thirty three people that's what it took to get all that and then in February with product launch formula I did my first

real bona fide launch and in the two weeks of doing that launch my list went from 833 people to 6,400 people and that

launch made $165,000 could you say those nuts eight eight hundred and thirty three hundred thirty three six thousand four hundred six thousand four hundred and two weeks in two weeks

unbelievable and by creating great content by creating great content so my thing my three you say this in the business area I say this in the weight loss area my course the breakline eating

bootcamp is the best weight loss course in the world and I have data to back that up but my three free videos on the psychology and neuroscience of sustainable weight loss that I use for my launch that's the second best weight

loss course in the world and they got a lot of viral traffic because I explain stuff that nobody knows about how the brain blocks weight loss so that was all people sharing my videos on Facebook and

people sending out emails to other people about about my content yeah fantastic so you just went from August this is August 2014

August 5th I think it was just read and then we're into February February 2000 6,000 how much how many how much in sales did that launch do a hundred and

sixty-five thousand dollars that's amazing yeah and meanwhile I'm a college professor I'm teaching for college courses I have three little kids like I built this business like I don't I would

sleep right no zero sleep I would sleep was rough I mean mostly because the business was so exciting that it was to me up you know this is exciting it's heady stuff when you do it's you know like right on the edge of your comfort

zone and you know getting ideas and there I mean I frequently had the experience of coming to consciousness at 5:00 a.m. with business ideas rolling

5:00 a.m. with business ideas rolling through my head you know which I was I used to sleep like a log you know and yeah days are gone I get them back every

now and then yeah so then I delivered that course but look again like no list growth even though people now I had six thousand four hundred people that knew about me knew about my stuff my free report on the three huge mistakes that

everybody's making when they try to lose weight that was all still out there but from February to March to April to May

to June my list grew from 6400 to 6,800 like almost no list growth even though the same content was still out there until I did my next launch which was in

June just just just recently and my list again in two weeks went from 6400 to 11,000 in in two weeks I used the same videos again so same videos in in each

launch yeah about six no four months Marty yeah four months a Marshall part basically the time to deliver the course and then regroup and do another launch I mean

you've had three big spurts I mean this looks like at a nice perk now but going down the list going from 380 to 16 is a huge huge first back then and you know

our standards of measurement always evolve over time but boom and boom and now you're at like near 12,000 be a little over 11,000 okay hello over and

what did this launch do a hundred and seventy-one thousand dollars 170 then thousand out it's amazing unbelievable and we're talking about from August and we're not even into a

year yet yeah ten months yeah absolutely amazing so talk a little bit about the people going through your course and the

impact you've made enough so as a formerly obese woman I still lie on the floor and write letters to God like there's got to be a way I could run a marathon I got a PhD in brain and

cognitive sciences and I can't take off this weight it's crazy and I relate to the people who can't lose weight like really and um they're getting my tagline is happy thin and

free it changes everything it doesn't just it's not just about losing a few pounds it's about getting freedom from food obsession confidence in your skin living your right life like having all

those extra pounds not being able to tie your shoes like it's just you know uncomfortable getting into a car buckling a seatbelt and all of a sudden being able to throw

your shoulders back and you know go into a department store and buy clothes and just wake up and feel like you're in your right skin bounce out of bed with energy it's changes changing people's

lives I mean completely totally transforming people's lives from the inside out because there's a there's a hollowing out of one's integrity that happens that happened for me when I woke

up every day promising myself that it was going to be different and that I was going to eat differently and that I was going to get it together this time and then by that night I was sitting in front of the TV shoveling and food once

again and then promising you again the next day and to get to a place which is what I teach people how to do to change their brains they can finally live in congruence with what they want to be eating in according to their values

based on what they already know about sound nutritional principles I I'm watching people get their self esteem back their their self efficacy back their self-confidence back you know when

you give someone a survey about what being overweight is affecting people people report that they're waiting to live their life until they lose their way hmm they're not they're not contributing

their gifts to the world because they're waiting til they lose their weight and the average dieter tries four or five new attempts every year and never succeeds you know fewer than 1% of

people take off all their excess weight and keep it off and I'm teaching people how to do that I mean my my stats are outrageous you know people lose their weight on my program you know three and a half times faster than Weight Watchers

and seven times more weight you know and that's the that's the currently established national best you know so just to be able to offer that to people and to we're building a tribe it's just a community it's just gorgeous we're

just banding together we're building this bright line eating movement it's it's there's nothing like having that impact you know and you're having an impact through me because you know you're teaching me how to do this I I don't know anything about marketing I

don't know anything I'm a professor I don't know right I know about sharing information that's all I know so I'll tell you the first time we shot this no not we just shot this but first time citizens like can I share this with

you and she drew this chart up but she's like oh it's messed up because like it ended at 6,000 she's like it's actually really all the way up there so um you know I know you're just

starting pretty soon where are you going are you well we already these metrics are pretty predictable like a very specific percentage of people are opting in and a

very specific percentage of the people are buying the course so what we have planned in a couple months is a launch that if all these metrics hold true is going to bring my list to about 50,000

people the launch is going to do about a million dollars and yeah that's and then I'm going to deliver this course to five times as many people as I have in the past so I'm sort of hardening my

infrastructure and ramping up for that and then I'll write a book and you know that's where it's just my I honestly I can't afford to be a professor anymore I've asked the board of trustees for a an unpaid leave of absence because I

can't I can't teach my classes and mother my kids and do this at the same time and I've weighed out the impact I love being a professor I've been a professor for 12 years I have tenure have been promoted but this is so much

more rewarding because I have impact on such a much bigger level so it's awesome so where can people find your your material um so I have my squeeze page my

materials are available at happy thin and free comm so WW happy thin and AMD fre fre e.com absolutely amazing amazing

story amazing impact thank you for sharing it thank you you're welcome oh that's awesome so i'm jeff blocker if you're watching this anywhere else besides on my blog

head on over there it's Jeff Walker calm and give Susan a thumbs up on this video and scroll down leave a comment and let her know what you think and let's go get

in this week