Ready to join PLF?

Here's everything you get when you join through my link.

Product Launch Formula is the launch system I've used since 2015 to run every major campaign in my business. When you join through my link, you get Jeff's program plus my exclusive bonus package - designed to give you the mindset layer that makes the tactics actually stick.

JOIN PLF + CLAIM MY BONUS →

You'll be taken to Jeff Walker's secure enrollment page. Your bonus
package is delivered separately after your purchase is confirmed.

What is Product Launch Formula?

Product Launch Formula® is the most proven launch system in the
world of online business. Created by Jeff Walker, it's the strategy behind over $1 billion in student sales across hundreds of markets and countries - from coaches and course creators to authors, artists, and service providers.

The core idea is simple: instead of a single sales page nobody reads, you deliver a sequence of valuable content that builds trust, desire, and momentum before you ever ask anyone to buy. Jeff calls it the Sideways Sales Letter. I call it the reason our launches converted.

PLF gives you:

A step-by-step launch system that works regardless of list siz
Three core launch models to choose from based on your situatio
The complete sequence - what to create, what to say, and when
Coaching, community, and implementation support throughout
Launchy.ai - the only AI assistant trained on PLF to help produce all of your launch conten
Ongoing updates including the latest strategies for launching with AI

It's an 8-week coaching program with lifetime access to the materials.

Not sure if PLF is right for you? Start with the free masterclass at
denisedt.com/plf

I bought PLF at full price in 2015.

Here's what happened.

Before I found PLF, I was launching by feel. Sometimes it worked. Mostly it was exhausting and I never really knew why one launch would do well and another would be a disappointment.

Then my husband Mark joined the business and did something I wasn't expecting: he made me actually follow Jeff's process. Properly. Step by step. No shortcuts, no improvising. That year we did a $750,000 launch.

Not because we suddenly had a bigger list, a fancier funnel, or a huge advertising budget. We had the same audience we'd always had. The difference was the system. The year after that, we hit our first $1 million launch.

Since then, PLF has been behind every major launch in our business. We've generated over $15 million in course revenue using this system across more than 20 launches - including multiple seven-figure results - with a small team, three kids, and a modest ad spend.

I still go back to Jeff's fundamentals every single year. Not because I have to - because they work.

If you have something to sell and you've been putting off launching, or you've tried before and it didn't land, PLF is the most reliable path I know.

xx Denise

"The difference wasn't our list size or our budget. It was finally following the system."

— Denise Duffield-Thomas

PLF works regardless of where you're starting from

One of the things I tell people who are hesitant about PLF is this: I bought it before I had a big list. Before I had everything figured out. Before I felt ready. And it worked anyway.

PLF is right for you if:

You have a course, program, membership, or coaching offer you want to launch (or relaunch)
You've been thinking about launching but don't know where to start
You've launched before but the results didn't match the effort
You're a service provider, author, artist, or creator who wants to
sell something online - you don't have to be a "course creator"
You want a repeatable system, not a one-off lucky result

PLF is not a good fit if you're looking for a quick fix or a passive income shortcut. It's a system that requires implementation.

That's also exactly why it works.

What you get inside
Product Launch Formula

THE CORE PROGRAM

An 8-week coaching program walking you through the complete PLF system from offer creation through to post-launch analysis.

All sessions are recorded with lifetime access.

THE LAUNCH MODELS

Three core launch models covered in depth: the Seed Launch (perfect for starting from scratch with no list), the Internal Launch (for launching to your existing audience), and the JV Launch (for partnering with other people's audiences to scale).

THE COMMUNITY

Access to the PLF community of students and alumni - thousands of business owners at every stage, across every industry.

AI LAUNCH STRATEGIES

The current version of PLF includes Jeff's latest strategies for using AI throughout your launch - from creating content to market research to implementation speed.

LIFETIME ACCESS

Once you're in, you're in. Access to all course materials, updates, and community does not expire.

FIND OUT MORE AND JOIN PLF →

Your exclusive bonus package from Denise

When you join PLF through my link, you receive this bonus package designed to complement the PLF system with the mindset work that makes it sustainable.

PLF gives you the launch mechanics. My bonus gives you the inner work. Because in my experience, the thing that stops most people from implementing a system they've already paid for isn't the strategy - it's what comes up when you start.

Visibility fear. Undercharging. Imposter syndrome. The upper limit that hits when things start to go well. These are real, and they will come up. My bonus workshops are built from years of seeing exactly what comes up for people at each stage of a launch, and helping them move through it.

HERE'S WHAT YOU'LL GET (FREE!):

BONUS 1: LAUNCH MINDSET WORKSHOP

The mindset work behind every launch we've run. What comes up when you start promoting yourself - visibility fear, perfectionism, the urge to tweak your sales page one more time instead of hitting send - and how to handle it without losing momentum.

Best for: Anyone who has ever talked themselves out of a launch, stalled mid-way through, or knows the tactics but struggles to actually execute them when it counts.

BONUS 2: LAUNCH PLANNING WORKSHOP

How to plan and execute your launch from start to finish. A look behind the scenes at how we sequence and structure the key elements of our own launches - pre-launch content, open cart, and close cart - so you know exactly what to do and when to do it.

Best for: Anyone who feels overwhelmed by the moving parts of a launch and wants a clear, practical framework to follow alongside the PLF system.

BONUS 3: LAUNCH LESSONS & MISTAKES

Almost a decade of launching, condensed into the most honest debrief we've ever done. What worked, what we changed mid-launch, what the real numbers looked like, and what we'd do differently. No highlight reel — just the full picture.

Best for: Anyone who wants a realistic view of what launching looks like from the inside, so they can plan theirs with accurate expectations instead of guesswork.

BONUS 4: EVERGREEN & PASSIVE INCOME WORKSHOP

How to take what you launch and set it up to keep selling in the background. Covers the mindset shifts that make it easier to receive money when you're not actively working, how to move from live launch to evergreen, and how to turn a cold lead into a paying customer without a live launch window.

Best for: Anyone who wants their launch to lead somewhere — not just a spike in revenue but an ongoing income stream that works while they're living their life.

BONUS 5: $1 MILLION 5-DAY CHALLENGE WORKSHOP

A full behind-the-scenes look at how we built and ran our own $1 million+ 5-Day Challenge launch. How to structure a challenge, how to convert challenge participants into buyers, and what the marketing actually looked like - including swipe copy, marketing files, and the full campaign plan.

Best for: Anyone curious about challenge-based launches as an alternative to the standard PLF sequence, or who wants to see exactly how a seven-figure challenge comes together from the inside.

BONUS 6: OUR COMPLETE LAUNCH LIBRARY

Swipe files, strategy documents, and plans from our best launches, affiliate promotions, playbooks, and debriefs - all in one place. We've never been precious about sharing real numbers and lifting
the lid on what it actually takes. This is the most comprehensive behind-the-scenes resource we've ever put together.

Best for: Anyone who learns best from real examples rather than theory - and wants ready-to-use templates and frameworks they can adapt for their own launches immediately.

TOTAL BONUS VALUE: Over $3,000

JOIN PLF + CLAIM MY BONUS →

What's possible when you follow the system

Over the years, hundreds of people in our community have used PLF to launch their first course, scale an existing offer, or finally get something off the ground after years of thinking about it. Here's a small sample.

So inspiring!

So inspiring. Even now I know I have so much to learn, but Jeff and the coaches make it feel like it's totally achievable if you just work your way through it they way they show you. They're there to nudge you along, to keep you moving, but never with any harassment or negativity.

Caroline Leech

5x more per launch than before - in the B2B market

Laura Brandenburg helps people start careers as business analysts. She was doing $20,000 launches on her own before she joined PLF, but just a few months after starting the program, she had a $96,000 launch. These days, 6-figure launches are the norm. One big surprise? How much her B2B, numbers-oriented clients respond to the emotional triggers PLF teaches.

Doubling in size with every launch

Feng shui expert Patricia Lohan had already launched on her own and saw modest results… but then she discovered PLF and her numbers really took off. Her first PLF-style launch brought in the equivalent of her annual salary at her last job. These days, Patricia is nearly doubling her list and her profits with every launch.

READY TO GET STARTED? JOIN PLF HERE

Your PLF questions, answered honestly

Q: I don't have a product or course yet. Can PLF still help me?

Q: I don't have a big email list. Is PLF still worth it?

Q: I've tried launching before and it didn't work. Why would PLF be different?

Q: Is PLF just for online courses?

Q: How much time does PLF take to implement?

Q: What's included in Denise's bonus and when do I get it?

JOIN PLF AND GET THE BONUS

If you've been thinking about launching, this is the system.

I've tried a lot of things in this business. Most of them I'd
describe as experiments. PLF is the one thing I go back to every
single time, because it's the one thing that reliably works.

It's not magic. It's a sequence. And when you follow the sequence -
actually follow it, all the way through - it converts.

If you join through my link, you get the system plus my bonus
workshops to help you deal with everything that comes up when you
start putting yourself out there. That combination is what I wish
I'd had in 2015.