Launch: An Internet Millionaire's Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams

Jeff Walker introduces the Product Launch Formula, a step-by-step guide to launching products online. This formula emphasizes building anticipation and engagement before the product release, ensuring a successful launch. 

The book delves into nine mental triggers—such as authority, reciprocity, trust, anticipation, likeability, events and rituals, community, scarcity, and social proof—that influence purchasing decisions. Walker explains how to incorporate these triggers into marketing strategies to enhance product appeal.

Walker emphasizes the importance of delivering valuable content during the prelaunch phase. This approach builds trust and positions the product as a solution to the audience's needs, leading to a more receptive market at launch.