The Proven Formula for Starting (or Growing)

Virtually Any Business Online

Part #1: Value Before Reveal

Value Before Desire Before

Reveal Availability Law of Limited
Supply How to Launch

Back when I started my first business, selling online was hard. Even just getting connected to
the internet involved a multitude of steps. And taking online payments? That was close to
rocket science.

Now, it’s never been easier to sell online – and it’s getting easier by the day.

You can create a decent-looking webpage or an entire site in a matter of hours, and you can
sign up for all-in-one platforms that will do everything from gathering email addresses to
collecting orders to processing payments.

This has led many people to believe the “website myth”:

If you build it, they will buy.

But here’s the problem: selling online has become so easy that everyone is doing it –
especially in the last couple of years. This means there’s a LOT of competition.

So how do you stand out in a crowded market…

and create the kind of buzz that makes people
want to buy from YOU?

One word: VALUE.

People know how to value commodities like a loaf of bread, an apple, or an ounce of silver.
But entrepreneurs don’t typically sell things like that. Instead, we sell information, opportunity,
and transformation in the form of products, services, and memberships.

And people don’t know how to automatically value these things…

We have to teach them.

I call this “The Commodity Continuum”:

When you’re at the left of this continuum, you’re selling a basic commodity (bread or fruit), and
you’re competing mostly on price. People look first at the price, then decide whether or not
they want to buy.

This works great for supermarkets and big chain stores… but if you’re selling information, or
teaching, or high-end services – things like learning piano, finding a soul mate, getting out of
debt, decluttering your home, or starting a business – well, competing on price just isn’t the
best model. You’re on the right side of the Commodity Continuum and you need to
compete on the VALUE you can deliver.

Think about it like this – can you remember a time you learned a skill? Something that you’d
been wanting to learn for a long time… or something that you’re SO glad you now know how
to do.

For me, it could be when I improved my skiing by working with a coach. Or when I learned to
make a perfect cup of coffee in the morning.

When I look back now, I know I could never have fully understood just how much joy I’d get
from that perfect cup of coffee. Or from finally skiing that one challenging pitch with complete
confidence.

And if the conversation about hiring that ski coach or taking a course to learn how to make
that first cup of coffee started with the price… it would have been hard for me to understand
just how much it should be worth.

In fact, if the conversation had started with the price… I might have just walked away.

So here’s the key…

If you’re on the right side of the Commodity

Continuum (and you want to be!) then you need to
demonstrate the value you can deliver BEFORE you
reveal exactly what you’re selling.

You need to teach your audience how you can positively impact their lives – well before you
ask for the sale. In fact, teaching (done right) is the BEST form of marketing. And this teaching
forms the core of your launch.
A launch is carefully designed to move you and your offer to the right of the Commodity
Continuum… so you can compete on the value you bring (instead of just trying to be the
lowest bidder).

A launch positions you as a teacher with wisdom to

share… instead of just another marketer with
products to sell.

As you teach, you develop authority, trust, and likeability with your audience, which naturally
primes them to buy from you – and only you.

One of my students, Anne LaFollette did it like this…

She teaches surface pattern design – how to create patterns that can become designs on
anything from notebooks to pillowcases. She delivers her Pre-Launch Content (PLC) as a
series of Facebook Live broadcasts. In these broadcasts, she teaches her prospective
students what surface pattern design is, how it can be a fun hobby or side hustle, then
teaches them enough so that they can actually get started and create their first design – all
before she asks for the sale.

Then, by the time she tells her new students that she has a full 8-week course, they are
already hooked and can’t wait to sign up and get started.

And this process works regardless of your product or your market. I’ve had students use this
process to launch products and businesses in countless markets, from dog training to shed
building to music lessons to training accountants.

It even works if you are selling a physical product or a service.

Take Blaine Hitzfield, for example (he’s another of my Product Launch Formula students).
Here’s how he sold fresh-caught Alaskan salmon online…

He sent out a series of emails to customers who had bought from his family farm educating
them on the benefits of fresh-caught wild salmon and sharing the journey of the fisherman
that catches them.

And when he finally opened the shopping cart and

started taking orders… he sold out half of his yearly
supply of salmon, overnight.

Now, you may be wondering…

“OK Jeff… this all sounds great, but eventually I do want to make the sale. How do I keep from
revealing my offer… and the price?”

The answer will surprise you, and it’s coming your way tomorrow in part two of this free
training.

For now, take a few moments and think of what you could teach your audience that could
show them the value you have to offer.

Or, another way to think about this is:

 "What have I learned that's made a massive difference in my own life – that I now know well
enough to teach someone else?"

And if you want to go a bit deeper on how to build value before the reveal… check out Anne
and Blaine’s full case study videos. They talk through their whole journey, including the
biggest steps that moved them forward along the way.

From Hobby to Six-Figure Business... in One Year

A Year’s Worth of Seafood Sales - in a Week

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