Page 125 · Module 05, Market Your Message · this screen continues that page
All 108 frameworksProduct Launch Playbook
You launch something and get a brief spike of attention that fades in 48 hours. You're
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
The single most valuable pre-launch action is a waitlist. Even 50 people on a waitlist changes the psychology of your launch, it creates social proof before the launch, tells you demand is real, and gives you a warm list to open to first. Start your waitlist before you finish building.
Who should run this prompt
Module role profileWho should build and review your marketing? Marketing fails at two points: when the message is unclear, and when it reaches the wrong people. The roles on this page cover both failure modes. Internal roles help you build, sharpen, and distribute. Outside perspectives — especially the cold customer — tell you whether what you built actually works before the campaign launches.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesannouncing, not launching. The difference is what happens before the launch date.
How the framework works
From the printed pageJeff Walker's Product Launch Formula, distilled for founders and operators, is a pre-launch sequence that builds anticipation through a structured four-phase approach: Seed (plant the idea and gauge interest), Pre-Launch Content (deliver value that creates desire), Launch (open with urgency and social proof), Post-Launch (follow up with those who didn't convert and collect testimonials). The pre-launch phase is where most founders underinvest they spend 90% of their energy on what happens on launch day and almost nothing on the weeks before it.
The method, in four moves
Do these in orderStart pre-launch content at least 3 weeks before your launch date.
Each pre-launch piece should deliver standalone value not tease a sale.
Build a list of warm leads before launch day, launch to people who already want it.
Define your launch window: open and close dates create urgency that open-ended launches don't. A close date only creates urgency if it's real fake scarcity gets noticed and remembered. If your "launch window" quietly reopens next month, you haven't built urgency, you've taught your audience your deadlines don't mean anything. Urgency Needs to Be Real Build anticipation before you ship not just noise after
Where the framework comes from
Jeff Walker, Product Launch Formula, 2005 — adapted for B2B and SaaS contexts
Pairs well with
As printed with this frameworkModule 05 — Market Your Message
Build the system that makes your right customer find you.
10 frameworks, printed on pages 114–133.
When this page changes, your copy of the book does not have to.
The book prints the framework. This page keeps it — and keeps the prompt current, because prompting technique moves faster than print does. When it moves, this page is rewritten and the code in your copy keeps pointing at it. No second edition, no replacement purchase, no account.
If something here looks wrong — a prompt that does not match its framework, a figure that reads oddly — tell Raphy. That correction reaches every printed copy at once.
Copying is free. An account keeps them.
Nothing on this page is behind a login and nothing ever will be. Save any prompt to your own list, pick up on another device, and send a colleague a link with your name on it. No card, no trial, no paywall on the prompts themselves.