The biggest lie in entrepreneurship is “Build it and they will come.”

Sure, you may be insanely smart, willing to outwork everyone else. And you may, in fact, have created something - a product, program, experience or service - that is the solution to so many people’s needs.

But, here’s the thing, with very rare exception, you cannot just say, “hey, look what I made,” then have the world rush to your doorstep. You actually have to “launch” it. Translation, create and execute a clear, well-thought-out plan of action to make those you seek to serve aware of your genius solution, then create an experience that compels them to give it a try.

Do this right, the world becomes your playground. Do it wrong (or ignore it entirely) and it doesn’t matter how revolutionary what you’re offering is, it is almost certainly destined to fail.

Question is, then, how do you do it right? How do you pull off an “epic launch?” I’ve got you covered.

If you want to learn how to have an epic launch, you need an Epic Launch Playbook.

Over the past 10 years, I’ve been involved in a lot of launches, whether they were the loud ones everyone was talking about or (my favorite) the ones that were super successful but not nearly as intrusive. Whether I was launching a product or course myself, consulted on the launch, an affiliate, or a contributor to the product, there’s nothing I haven’t seen from behind the scenes of what it takes to build epic launches.

And, the sad truth is, I’ve also seen exponentially more failed launches, or launches that never happened and led to failed products, services, businesses and more. The tombstones in the product launch graveyard take up vastly more real-estate than the statues erected to those who’ve succeeded mightily.

I am what some might call a systems thinker. When I see so much failure and only a handful of successes, I want to know why. And, what I’ve discovered is that there are six fundamental reasons launches fail.

6 Fundamental Reasons Launches Fail

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1. You don’t have a big enough audience.
Let’s say you’ve got an email list of 100. The fact is, only 1-5% of your email list will convert to sales, which means if you're setting a sales goal of $10,000 for an offering that is set at $197, the numbers just don’t stack up. (Hint: you would need at least 50 people to sign up to hit that goal. You can still have a successful launch with 100 subscribers, but you have to have realistic expectations and different metrics of success. We cover this in the course.)

2. Your sales page is ineffective.
A major mistake commonly made during launches is the language used around the product being sold. You don’t need red-type sales text and giant buy buttons to have an effective sales page, but you do need to say what the product is and explain what your customer is getting.

3. You don’t have the credibility or social proof to back up a launch. 
If you’re brand-new to the online space, you can’t expect tons of sales and instant success. I’ve been at this 10 years, and that’s a long time to build up trust. You need testimonials, brand evangelists, and big names in your space to vouch for you until your brand can stand on its own.

4. You develop a product your audience doesn’t resonate with or isn’t worth selling. 
How many e-products have you got sitting on your hard drive collecting digital dust because it turned out the product was crap? You don’t want to create a product like that. Identify the questions your customers ask you over and over again and create something worth buying.

5. You don’t have the network you need to help create launch momentum. 
Effective launches don’t happen in a vacuum. You need to get your product outside of your immediate circle of influence, which means you need your network to help you promote with and for you. From interviews to guest posts to giveaways, your network can make or break your launch.

6. Your timing is bad. 
If you try ignoring the Seasons of Business, it’s not going to work out for you. Additionally, ignoring the amount of time certain phases of a launch sequence take is a recipe for disaster.

(Bonus Reason): Your product name sucks. 
I bet you don’t know what The Dojo is, do you? (Yep, I’ve launched great products with terrible names before, too, so I know what it feels like.)

So, now you know the major points of failure. But, that leaves an open question. What about success?

What'll It Take to Have an Epic Launch?

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Having a great product, service or offer is not enough.

Just as there are 6 major points of failure, there are also six critical elements of success. Below are the basics you need to create enough signal to stand out in a crowded market, no matter how good your product is:

In order to succeed, you must have:

  • A supportive network of colleagues & influencers to promote your launch

  • A great sales page that explains exactly what the offer is

  • A thorough understanding of your ideal customer

  • A marketing plan to get your offer in front of the right eyes

  • A pricing strategy to position you well & make the value of your offer clear

  • A plan to execute great follow-up after your product is purchased

Making sure you have all six elements in place and optimized is critical. Thing is, when I share the above reasons for failure and critical elements of success, I tend to get two reactions. One is a nodding, “yeah, I’ve got that all covered.” But, the other reaction (and truthfully, the far more frequent reaction) is “oh wow, I’m not even close to having those covered and, honestly, I don’t even know where to start.”

If you’re in that latter camp, it’s not a judgment. There are plenty of brilliant, big-hearted, service-minded creators right there with you. It’s just that creating is a completely different process than launching. You can be amazing at the first, yet completely unskilled at the second. That’s where most folks are. You are not alone.

Once I realized this, I also felt a certain obligation to help. To find a way to share the years of behind-the-scene launch wisdom I’ve amassed with others. So, I hunkered down and create the Epic Launch Playbook.

What's Included in the Playbook?

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The Epic Launch Playbook is a course made up of 12 core topics you need to run a successful launch. Formed from the extensive experience I’ve gained from helping engineer countless epic launches, working with hundreds of business owners to improve their business tactics, and conducting workshops for the best and brightest entrepreneurs out there, Epic Launch Playbook will get you what you need now so your next launch will increase your profits, get you more customers, and help you grow strategically.

The course takes a playbook approach rather than a cookie-cutter, one-size-fits all approach to launching because the one-size-fits-all approach only works for the person selling you that approach.

This program will give you the information to figure out what works for you, for every different product or service you might want to offer. It helps you figure out what type of offer your audience wants before you make the wrong thing for the right people. It gives you the ingredients and building blocks at the same time that it takes the mystery out of how to put them together.

Learning how to launch more effectively is a no-brainer for online entrepreneurs — if you want to make money, you have to sell. If you want to sell, you’ve got to launch. And if you don’t want to be on the constant cycle of launching to keep your biz in the black, you need to know how to do it right. We’ve offered several iterations of Epic Launch Playbook in the past. This version allows you to go at your own pace, develop your product as you move through the material, and use an action guide as a tool to help you through every step of your epic launch.

You’ll walk away from the course learning to think like a seasoned launch and marketing strategist.

Epic Launch Playbook: $197

You get access to all the course materials, audio, transcripts, Q&A calls from the previous class, and follow-on material upon purchase, plus email prompts to keep you on track.

The Playbook includes:

  • 12 content + action modules, available in video or audio-only formats, plus recorded versions of the 4 Q&A calls from the previous live class
  • 12 worksheets to help you complete your action steps
  • Downloadable slide handouts and transcripts
  • Other bonus calls and a resources section with additional videos, links, and more

Each module is broken up into easy-to-digest, (usually) 15-20 minute portions, so even the busiest entrepreneur can fit it into their schedule. The worksheets aren’t just an add-on; they help you apply the information you learned, and if you put them together, you’ll get an awesome launch binder and plan for when it’s time to launch your product.


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  • Derek Halpern, Social Triggers
    When I had the chance to talk with Charlie about product launches, one thing was inherently clear… Charlie isn’t about launching products. He’s about building real businesses. His focus on how a product launch plays into the long-term growth of a business is what makes me place a premium on his advice.
    Derek Halpern, Social Triggers
  • John Corcoran, Smart Business Revolution
    The Epic Launch Playbook really exceeded my expectations, which were already high. Charlie and his team really care about their students, as is befitting Charlie & Angela’s dual-doctorate backgrounds. He cares so much in fact that he refuses to B.S. us – he explained from day one that there are no shortcuts or end-arounds or gimmicks. He lays out a ground game that is purposeful, strategic, and multi-dimensional. It’s about building genuine human relationships and clear goals and a clear vision, then using that solid foundation to release products that have a natural audience because you’ve done the heavy lifting up front. The class included an overview of the different kinds of launches and revenue models, the strategic purposes for different kinds of online products, and how you should go about building alliances and friendships to support your launches. You will emerge from the class with a heightened sense of clarity and a strategy you can put into place immediately. When I took the Epic Launch Playbook, I had already put out a couple of digital products which had died quiet deaths. I didn’t fully know why they were such failures until I took this class. Now, I know how I will do things differently and I’m sure my investment in the class will pay off. As a result of having taken the class, I made a major shift in my approach to growing my business and started devoting more effort to building solid relationships, which are paramount to releasing successful and profitable products online. I’m sure I would have wasted many more years wandering in the wasteland without a firm strategy had I not discovered the Epic Launch Playbook. I am really glad I took it and I’m sure you will be too.
    John Corcoran, Smart Business Revolution
  • Adam Baker, ManVsDebt
    Charlie Gilkey is a business strategy surgeon. I consistently turn to him for sane, to-the-point, and practical advice on developing and launching my best offers. I’ve called him before my biggest launches for help — and I’ve called him after some of my worst to dissect what went wrong! I’ll continue turn to Charlie for advice as long as he’ll answer my calls! :)
    Adam Baker, ManVsDebt
  • Sonia Simone, Remarkable Communication + Copyblogger
    Launching is a skill, not some kind of innate talent — and Charlie Gilkey is a great resource to teach you that skill. He excels at teaching salesmanship for people who don’t think they have “sales ability,” and his approach is always ethical and respectful of your audience. I’ll be hitting Charlie up myself to brainstorm new ideas for my own launches — and because his course is so reasonably priced, you can do the same without bankrupting your business.
    Sonia Simone, Remarkable Communication + Copyblogger
  • Tara Gentile, The Art of Earning
    Charlie knows that even principled, purpose-centered business requires comprehensive strategy. You might have a beautiful message or transformative offer but if you don’t support it with the nuts & bolts of a great launch no one will know about it. Charlie and the ProFlo team embody this with everything they do!
    Tara Gentile, The Art of Earning

2 Reasons Why You Need to Buy Epic Launch Playbook Today

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Aside from it being the right time for you to be focusing on building and launching your product, here are a couple of other reasons for you to pick up the Epic Launch Playbook today:

  1. We’re re-opening Epic Launch Playbook for $197, but the price will be going up to $297 in August.  
  2. If you’re one of the first 50 customers to buy ELP, Charlie will do a screencast critique of your sales page or an email sequence for your launch if you send it to him within 90 days of purchase (we will let you know if you are one of the first 50 and tell you how to get this). He always spots and suggests ways of fixing things that’ll create or save thousands of dollars.

This introductory pricing won't last long! Grab the course now while it's 34% below list price.


The 3 Goals of a Launch

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It’s easy to think, “I’ll make a $20 info product and make boatloads of cash!” But if you’ve ever had a bad launch, you know that’s not how it works. You could spend all that time writing an ebook — but is it even what your audience wants? And even if they say it is, will they buy it? Part of the problem is not understanding that there is more than one reason to launch something — it’s not always about the money.

Productive Flourishing readers will recognize the graphic below, as it’s one of my key frameworks. Normally, I use this graphic to describe the three goals of business activities, but it can also be used to describe the goals of a launch.

Cashflow and Stage

As nice as generating cash flow is, it’s not necessarily always going to be your primary goal, especially when you’re getting started. If you get tons of visibility out of a launch, the next time you launch you’ll have more opportunity to make sales because you’ll be a more known, trusted name.

Or perhaps you sell a handful of product, but it leads to an opportunity to do a joint venture with someone you really respect. The possibilities are endless, but the key here is that you can have an epic launch without making much money.

Be one of the first 50 people to enroll and Charlie will do a FREE screencast critique of your sales page or an email sequence of your choice.


What exactly will you learn?

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We’re not going to be winging it in this class. I’ve selected the 12 most important topics and also what order they should be in for learning about launching.

The course’s modules work from strategic considerations to tactical and technical considerations in the right order. That way you don’t create a product and build a marketing plan that doesn’t actually fit your market.

Here’s what you’ll be getting into:

  • Module 1 – Size Matters: The size of your customer base makes a big difference on how you should launch and what to expect from launching.
  • Module 2 – Who’s Your Buyer?: Know what your prospects want to buy before you launch, not during it.
  • Module 3 – Do You Have Something Worth Selling?: Value and benefits, not features or mediums.
  • Module 4 – What Color is Your Launch?: Picking the launch style that’s right for you, your product, and your audience.
  • Module 5 – Mobilize Your Network: How to build a network around you that will help you with your launch.
  • Module 6 – Why Are You Launching?: It’s not always (just) about the money.
  • Module 7 – How Does the Product You’re Launching Relate to Your Other Offers: Don’t waste a launch just to sell one product.
  • Module 8 – The Product Type Helps Frame the Launch: How to develop the right product for the right launch.
  • Module 9 – Is the Price Right?: How to figure out what to price your product.
  • Module 10 – The Systems That Power Launches: Carts, autoresponders, and other techie trip ups.
  • Module 11 – Sales Copy That Works: How to get people to buy without being an asshat.
  • Module 12 – Launch Sequencing: When and how to start sending out your marketing and sales materials.

While we’ll go into the nuts and bolts of launching in Modules 7-12, discussing everything from carts to payment processors to software, I should warn you the first 6 Modules are the necessary groundwork for the rest of the course.

You can’t have an effective launch without doing the necessary pre-work first.

For instance, trying to have an epic launch without a supportive network is crazy, so during Module 5 we’ll help you assemble and build the genuine network connections you need to catalyze your hard work. We could just jump into the nuts and bolts of a launch, and you’d have an okay launch.

But I don’t want you to have an okay launch — I want you to have an epic launch.

From getting clear on your customer avatars to finding out how to launch in a way that feels good to you, you’re going to get a framework you can return to over and over again for answers to your launching questions.

Make the commitment to yourself and your business. Learn how to launch your products the right way.


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Here are some questions you’re likely to have that I want to go ahead and address. 

How will I get the content?

Upon purchase, you’ll be enrolled in the Epic Launch Playbook course on the Ruzuku learning platform.

What if I’m not satisfied?

I’m not all things to all people, so you might not be satisfied with the Playbook — though we’ve yet to receive a refund request. If you’re not satisfied, just let us know, and we’ll get your purchase price refunded to you. No hassles or hard-feelings. All I ask is that you attempt to work through a few modules before you ask, so you get a full flavor of the value of the material.

Do I need a product before I start?

No. It’d be better if you have a product in mind or at least to have been in business long enough that you have some potential customers since a lot of the course is focused on getting and having that feedback, but this would make a great preparatory product for people wondering how to launch products right from the start.

How much time will it take me to work through the materials in the Epic Launch Playbook?

Feedback from past customers suggests that the best value comes from doing the homework. Filling out the worksheets and the homework combined with going through the materials may take a couple of hours per module. While that may seem like a big commitment, the time spent learning and applying the information pays for itself in sales success.

So, will I be able to launch my product in 2 months?

Maybe, but my goal isn’t necessarily for you to be able to launch the product in 2 months as much as it is to distill the information and experience so that it’s learnable and implementable in 2 months.

I’ve already launched a product. Is there any point to buying Epic Launch Playbook?

Yes! The information in this product will help you assess how your last launch went as well as give insights into re-launching your product. It will also help you build your next launch right precisely because it focuses on launch principles, strategies, and techniques rather than the cookie-cutter approach.

Heard enough and ready to get the Epic Launch Playbook?

Sometimes people ask me if I’m ready to do something and my normal response is: “I’m always ready to do something awesome.”

I hope you are, too, and the Epic Launch Playbook will arm you with what you need to know to make your next launch even better.


  1. We’re re-opening Epic Launch Playbook for $197, but the price will be going up to $297 in August.  
  2. If you’re one of the first 50 customers to buy ELP, Charlie will do a screencast critique of your sales page or an email sequence for your launch if you send it to him within 90 days of purchase (we will let you know if you are one of the first 50 and tell you how to get this). He always spots and suggests ways of fixing things that’ll create or save thousands of dollars.