Take your signature product from unproven concept to high-converting evergreen sales funnel in just 12 weeks.




"This is the most comprehensive system I've ever seen for launching a product. Nothing was left to guess at or try to figure out. Ruth explains everything step by step by step."

 –Rosemarie Groner, The Busy Budgeter


You know you should be selling a product, but you have no idea what you're doing wrong....

Let's face it—there's nothing more frustrating than working like crazy to grow your blog or online business, only to feel like you're spinning your wheels and never actually seeing the results—or the income—that you want. And there's nothing more disheartening than pouring your heart and soul into developing a product—whether it be writing a book, designing a course, or offering a service—only to have your sales fall flat.

You've heard all the talk about sales funnels and product launches and the promise of making money while you sleep. Maybe you've even tried launching a product or setting up a funnel of your own.

And yet, it's not quite working.

Your Facebook ads are too expensive. Your list isn't growing. Your sales copy doesn't convert. You spent months creating what you thought was going to be the perfect product, but you haven't seen a single sale.

Other people make it look easy. But for you, it's been anything but. You thought that the hard part was going to be getting your website up and running, but as it turns out, that was only just the beginning. And now you feel like you must be missing something.

Well, guess what?

You are missing something.

And you're not alone. Most bloggers and online business owners are.

The truth is that having the right product to sell in your online business is a game-changer, one that will allow you to maximize your profitability, make more money with a smaller audience, and yes, with a high-converting funnel, even allow you to make money while you sleep.

The problem? Nailing your product offer AND your launch strategy AND your sales copy AND your graphics AND your Facebook ads AND your email sequence AND all those other essential elements of a successful product ALL AT THE EXACT SAME TIME is not that easy. There are so many different potential points of failure that sometimes it feels like you may as well be shooting in the dark.

But what if there was a way to make sure you got all these pieces right?


And I want to help you solve your product problems for good.

Since first starting my online business in 2010, I've launched more than 50 different products—everything from books to online courses to physical products—and my business generates well over a million dollars in product sales each year.

And while my business now enjoys healthy profit margins from high-converting digital sales funnels (that literally make money while I sleep), please believe me when I tell you that making money wasn't always this easy.

I spent years learning how to hone in on the right products to sell, as well as how to launch & sell them effectively. I made many, many mistakes along the way, but ultimately I learned what worked, as well as how to replicate those results again and again.

And that’s exactly what PLP Academy is all about. Originally created as a training manual for my own team, it is the Secret Sauce to my 7-figure business, and it is going to rock your world!


Imagine having a signature product for your business that actually converts into sales, every single time.

Here's what that would look like....

  • You'd only spend time creating and delivering a proven concept, an idea that you know for a fact is going to sell because you've already sold it. No more time wasted on ideas that may or may not turn into actual dollars in your pocket.
  • You'd have a captive audience of customers ready & waiting (and EXCITED) to buy from you. No more struggling to grow your list or get people's attention.
  • You'd have a high-converting lead magnet & compelling entry-point offer (also known as a tripwire) that consistently more than offset the cost of your ad spend and allowed you to build your list for free. No more crossing your fingers (or giving away the farm!).
  • You'd have the confidence to spend money on paid advertising because you'd be able to consistently predict the results and see a strong return on your investment. No more panicking that your ads aren't working!
  • You'd have a clear understanding of product launch strategy and know exactly how to balance live launches with high-converting evergreen sales funnels in order to drive consistent revenue for your business. No more relying on algorithms or factors outside of your control.

Sound like a fantasy? It's not. In fact, it's a reality that is so much closer and so much easier than you think.


“The Product Launch Playbook has totally transformed the way I think about selling products. Before, I used to think that all I needed to do was create a product and if it was 'good enough' it would sell! Oh my goodness, how wrong I was! Even the best products in the world will fail if they don't have solid marketing promoting them. That's what the Product Launch Playbook is–a step-by-step system to take your product from zero sales to raving customers. It showed me what to do, when to do it and how to plan for the entire process.”

 –JoAnn Crohn, No Guilt Mom


The program that will help you confidently create, launch & sell your signature product in just 12 weeks.

Product Launch Playbook Academy is a comprehensive program designed to help you conceptualize, create, launch, and sell a product from start to finish, so that you understand, step-by-step, exactly how to select the right product, how to prime your audience, how to make sure your idea is viable, and, most importantly, how to actually drive sales, both initially and on an ongoing basis.

The Product Launch Playbook was originally created as an internal training manual for my own team, intended as a way to allow them to easily duplicate my own results with product launches, launches that have generated nearly $20 million in product sales since 2010.

It literally is the secret sauce to my business.

In fact, the original PLP was so good and so full of proprietary information that I actually refused to sell it for several years. But since 2020, and all the changes brought by the pandemic, it has become astonishingly clear to me that the world needs more high-quality digital products and resources than ever before.

And yet, successfully launching the RIGHT product to your audience is not always easy, even with a playbook in hand, which is why I decided to go one step further and develop a program unlike any other—Product Launch Playbook Academy.

Through 12 totally comprehensive, in-depth lessons, I'll personally guide you through my proven 3-phase process for creating, launching, and selling your signature product. Normally only available inside our ACTIVATE Coaching Program, the opportunity to purchase PLPA on its own is one that will likely not be offered again for a long time.

If you have a blog or an online business (or if you have thought about starting one), this is an opportunity that I promise you will not want to miss.

“The PLP has been an invaluable resource for me as I am planning my launch. The real-life examples, screenshots, and email copies have given me the confidence to know that I am actually doing things right. And just using these strategies in affiliate launches has already improved my sales by 5,000%!

 –Jennifer Roskamp, The Intentional Mom


A proven 3-phase process that eliminates the guesswork in order to fully optimize your results.

When it comes to creating a product, there are many ways you can go wrong, and nearly infinite potential points of failure. Our powerful, game-changing framework is simple but designed to get you the massive results you are looking for, in less time, with far less frustration than if you tried to do it on your own. Here’s a look at how our comprehensive 3-Phase EBA Product Launch Playbook framework is structured:

- P H A S E O N E -


The first phase of planning and executing a successful product launch is to nail your CONCEPT. Because believe it or not, selling your product starts before you've even created it. In this phase, you'll need to get clear about what your audience needs, then map out your signature program and construct your foundational lead magnet and entry offer, as well as create your essential launch assets.

- P H A S E T W O -


The second phase of planning and executing a successful product launch is to actually PROOF your concept. After all, not every idea is a good one that will actually sell, which is why you need to get it to market as quickly as possible. In this phase, you'll first prime your audience, then plan and execute your Baby Seed Launch, before actually delivering your product and assessing your results.

- P H A S E T H R E E -


Once you've proven your product is viable, the third and final phase in planning and executing a successful product launch is to SCALE. This is the fun stage, because this is where you start reaping the rewards of all your hard work! In this phase, you'll build out your evergreen funnel and ongoing launch strategy, as well as level up your ad game & learn how to continually optimize for better and better results.

“The Product Launch Playbook has taken me from disbelief to excitement about launching a product of my own. Until reading the PLP I didn't even think about launching my own product because it felt too big and overwhelming. Now I have a step-by-step action plan that breaks it down into manageable tasks that I am working through as I start the beginning steps of launching a product. Thanks to PLP I can finally say that...I'm planning on launching a product!”

 -Janel Hutton, Nellie Bellie


Discover a playbook so powerful and effective, we actually stopped selling it.

The Product Launch Playbook was originally designed as an internal training manual for my team. As such, it's jam-packed with so much proprietary information that it actually made me a little nervous to share it. It hasn't been offered to the public since 2017, but those who were lucky enough to get access can't stop talking about it!


"She teaches you step-by-step, so that you don’t have to be overwhelmed or confused. You just do every step that she talks about, and at the end, you have a product launch, and you make a lot of money, way more than you could have ever made on your own."


"I use this Playbook for EVERYTHING now—any time I am going to launch ANYTHING, it is the first thing I turn to. It’s so nice to be able to use it over and over again, and continually get results."


“I wondered why my products weren’t selling, and now I KNOW. I know now because the Product Launch Playbook goes into such detail about what you need to do. I was failing with my sales page, and now I know how to fix it.”


"I relaunched my product this June, and I am excited to say that it exceeded all of my expectations, and then some! I am SO fired up! Before the EBA® Product Launch Playbook, I HATED launches, but now they are actually FUN!"


“I’ve always struggled with sales and marketing. I worried about appearing spammy or aggressive, and it held me back for DECADES. But the Product Launch Playbook actually showed me how to sell without feeling spammy at all! In only 6 days of “open cart” time, I enrolled 204 students and earned $12,401.93—on my first launch with my blog being less than a year old!” 


"I avoided launching a product for a while because I felt completely unsure of myself. But after following the steps in the PLP, we sold 168 cookbooks AND grew our email list to 10,000 by using Ruth’s plan. We made at least ten times more than we invested in the PLP, and that’s just on the first product we launched!"


"You really don’t need a huge team or a huge budget to launch a product and be successful with it. You need a plan, a really good one, from someone who has been there and done it and that is what the Product Launch Playbook gives you." 


"I used to be nervous about emailing too much, but using the PLP strategies and templates I saw how to do that in a way that made sense. Following the steps in the PLP I had my best launch ever—beating out previous ones by 900%!"


"I finally got past the fear of not being good enough or not having a good enough product. I finally found the next steps. I made my product, launched it, had a sales page, a funnel, and everything within 30 days. I never could have done that all by myself." 


"We didn't know where to begin, but after reading the Product Launch Playbook it gave us the confidence to say, 'We can do this'! Ruth gives you the exact strategies she uses to run very profitable and successful launches!" 

“I couldn’t have done it without the PLP. Ruth gives you the step-by-step instructions on how to market your product and even gives example product launch emails to make it even easier to see how it all comes together. I’ve sold over 12,000 copies so far, and now I know that when I’m ready to launch the next one I have the tools I need to make it a success.”

 –Kristy Doubet Haare, Life-N-Reflection


Get all the tools you need to successfully create, launch & sell your signature product, again and again and again.

When you enroll in the Product Launch Playbook Academy™, you'll get access to a powerful formula for creating, launching, and selling your products. Our comprehensive framework provides a step-by-step plan for how to develop & sell the perfect products for your audience, and with PLPA you’ll never wonder what your next step should be.

Here's what your tuition includes:


Product Launch Playbook Academy shares a proven formula and blueprint for creating, launching, and selling your product, one that you will be able to use again and again, no matter what you are selling or who you are selling to. It breaks up the process of effectively launching a product into three critical phases, each of which will be vitally important to your success. 

The first phase—the CONCEPT phase—shows you exactly how to develop the right product for your audience by beginning with the end in mind, then mapping out your product, along with your corresponding lead magnet and entry point product, before finally pulling together all the essential assets you'll need to start selling.


  • Lesson 1: Begin with the End In Mind
  • Lesson 2: Map Out Your Program or Product
  • Lesson 3: Create Your Entry Point Offer
  • Lesson 4: Design Your Essential Assets

The second phase—the PROOF phase—will first help you prime your audience so that you have an eager market ready and willing to buy. You'll then learn how to write really good sales copy, as well as how to put together a killer sales webinar. The goal of this stage will be to make sure you have a product people are excited to buy.


  • Lesson 5: Prime Your Audience
  • Lesson 6: Write to Sell
  • Lesson 7: Drive Sales with a Kick-Ass Webinar
  • Lesson 8: Deliver & Refine Your Product

Of course, learning the process of planning and executing a successful launch is just the beginning, because once you've proven your concept it is time for our third phase—the SCALE phase. This is where you'll learn how to design an effective evergreen sales funnel that drives a steady stream of revenue for your business. And trust me—this phase ROCKS!


  • Lesson 9: Design Your Evergreen Funnel
  • Lesson 10: Advanced Sales Strategies
  • Lesson 11: Fill Your Funnel
  • Lesson 12: Optimize, Optimize, Optimize

This course was originally taught live and all recordings are now available inside the course portal, to go through at your desired pace. Each lesson also has a Q&A replay from the session as well, to take the lessons a step further and answer real questions from real students.


It's always helpful when you can see real life examples of a successful launch, which is why I'm sharing ACTUAL launch strategy plans from four of my own product launches—launches that have resulted in almost $3 million dollars in sales and even a spot on the New York Times Bestseller list. I provide sample plans for four different types of products—a digital course, a book, a physical product, and an affiliate promotion. 

I will tell you that this is information that most online business owners won’t share. No one wants to give away their secrets, because they know just how valuable they are. The truth is that these concepts are not difficult, and when you are able to see the whole plan in action, you realize just how easily you can implement it for your business as well. Of course, this is also why I am making PLP Academy available only to a small number of people for a very limited time. 


Next, we know that one of the hardest parts of creating a product and planning and executing a product launch is feeling overwhelmed by the amount of work that needs to be done, as well as not knowing who to ask for help, or even what kind of help to hire.

That’s why we’ve added a second AMAZING bonus called The Launch Team Handbook: How to Execute a Launch on Any Budget. This Launch Team Handbook is an invaluable resource for understanding all the moving pieces of a launch, and for knowing who you might need to hire to help, how much it might cost, and how and where to cut costs so that you can stay within your launch budget. It also covers essential information like how to manage your launch team and keep everyone moving in the right direction. 


The EBA® Product Launch Playbook is designed to show you how to create, launch, and sell your signature product in a methodical, step-by-step way that gets real results, and we want you to purchase with confidence. In fact, we are so sure that our program works, we are willing to put it in writing and offer a money-back guarantee. If you complete the course and all your course assignments and do not feel we delivered on our promise, you can ask for a full refund, no questions asked*. 

*In order to be eligible for a refund you must submit your completed homework within 3 months of purchase.

“I just relaunched my online course using the EBA® Product Launch Playbook and cannot believe what a difference it made, both in my sales and in the ease of planning and executing the launch! I had been DREADING writing my email sales sequence. But when I finally sat down to do it with the Product Launch Playbook beside me and reviewed the sample sales sequences that Ruth has used herself, I was able to write out my entire sales sequence in less than an hour. It was so easy and my email sequence is so much stronger than it would have been if I hadn't had the PLP. I will NEVER launch a product without following the steps in this guide!

 –Tasha Agruso, Kaleidoscope Living


Enroll now to save more than 50% during our 12 Days of Steals Encore event.

This is an exclusive opportunity to enroll in Product Launch Playbook Academy, and it won’t last long. This is a product that is normally impossible to get your hands on unless you are a member of our ACTIVATE coaching program (which is not currently accepting new members). Don't miss your chance to get access to the program that will literally change everything for your online business.

Here's what your tuition will include:

  • Lifetime access to the full EBA® Product Launch Playbook Academy Curriculum, which will be delivered LIVE over the the course of 12 weekly lessons. You'll also get log-in access to our course portal where you can access the lesson recordings, as well as download your lesson materials and workbooks. (a $2997 value)
  • BONUS #1: Access to four Real-Life Sample Launch Plans that will allow you to see an entire launch plan in action so that you can easily implement the same strategies in your own product launches. (a $997 value)
  • BONUS #2: Access to our our EBA Launch Team Handbook, which will walk you through all the moving pieces of a launch, including for knowing who you might need to hire to help, how much it might cost, and how and where to actually cut costs so that you can stay within your launch budget. (a $97 value)
  • Get ongoing support and encouragement in your Product Launch journey, including access to our entire EBA support team. (priceless!)
  • Get a 100% Satisfaction Guarantee. If you follow our plan for your next launch and do not feel we delivered, you can request a full refund, no questions asked*.

*In order to be eligible for a refund you must submit your completed homework within 3 months of purchase.


$4091 $997



“I felt as if I had hit a plateau of sorts with my blog income. So I decided to walk through the EBA® Product Launch Playbook step-by-step and put out my very first product. In my first month, I instantly increased my income by $500, and it was totally passive. It gave me serious momentum and excitement for making my own products to help my audience. Now I use it for every new product I put out and also used it to launch my traditionally published book.”

 –Kim Anderson, Thrifty Little Mom 


Is Product Launch Playbook Academy going to be right for me?


Before enrolling in PLP Academy you should already have your business website set up, along with social media accounts for your business on Facebook, Instagram, and Pinterest. We won’t spend any time on “establishing your brand,” so you should already have a clear understanding of what your business is about and who your target customers are.

If you don’t yet have a website set up, we recommend first taking EBA® Foundation which will focus on quickly building your foundation with confidence.

If you are a Legacy EBA student, we recommend that you have gone through at least Unit 3 of EBA before starting with PLP Academy.  

That said, enrollment in Elite Blog Academy is not a prerequisite for attending Product Launch Playbook Academy, and if you have no interest in blogging or content marketing, but do want to create and sell products in the online space, PLP Academy will likely be a good fit for you.


Recordings and all other program materials will be delivered digitally through a password-protected members-only site. As soon as you enroll, you’ll be emailed your login information with a username and password. You can then log into the site and have instant access to all course materials

The course outline is as follows:

  • COURSE INTRO: What to expect, how to prepare
  • LESSON 1: Begin with the End in Mind
  • LESSON 2: Map Out Your Program
  • LESSON 3: Construct Your Entry Point Offer
  • LESSON 4: Design Your Essential Assets
  • LESSON 5: Prime Your Audience
  • LESSON 6: Write to Sell
  • LESSON 7: Drive Sales with a Kick-Ass Webinar
  • LESSON 8: Product Delivery & Improvement
  • LESSON 9: Design Your Evergreen Funnel
  • LESSON 10: Advanced Promotional Strategies
  • LESSON 11: Fill Your Funnel
  • LESSON 12: Optimize, Optimize, Optimize

Each lesson is accompanied by a workbook & includes specific assignments to help you apply what you are learning to your own business. 


This special opportunity to join PLP Academy will be offered at a one-time rate of just $997. This is a program that is not normally available at any time, except to the members of our ACTIVATE coaching program (which is not currently accepting new members).

Because we are not a bank, we don’t have the ability to offer more flexible payment options. We encourage you to check out other options for financing!


Success in this program requires that you take consistent, focused action, that you actually show up, and that you take the time to apply what you are learning and complete all your course assignments. 

The bottom line is that you can’t expect Product Launch Playbook Academy to magically work for you. You need to do the work. 

That being said, our team is completely dedicated to your success—and that means doing whatever we can to support you along the way. If you still don’t find what you’re looking for, shoot us an email (—we’re happy to help you find the answers.


I will be the first to admit that PLP Academy is not right for everyone. The EBA® Product Launch Playbook was originally created as a resource for my own team members, to systemize the process of planning and executing a successful product launch so that we could duplicate our success over and over again. 

PLP Academy is designed for bloggers, authors, and online business owners (or those who aspire to be) who want to know exactly what steps they need to take to successfully create, launch and sell their own signature product, and who are willing to actually take those steps. If you are not interested in doing the work, then please don’t bother. All the value of this playbook comes from your implementation of our strategy, not from just reading about what to do.   


The short answer? If you’re trying to grow an online business, then YES.

The longer answer is this: PLP Academy is for anyone who is in the online space and wants to make real money from selling products, whether you already have them or whether they’re just in your head. It’s for anyone who has been scared to sell, or frustrated that their sales efforts don’t seem to be working, or for anyone who needs help increasing their conversions.

PLP Academy is designed to take the mystery out of successfully creating and launching the right product for your audience, and designed to help you take your product from concept (as in—it doesn’t even exist yet) to high-converting sales funnel in just 12 weeks.  

And so, whether you’re an ambitious beginner looking to monetize as quickly as possible, an intermediate level blogger looking to break through a plateau, or a pro blogger already earning an income online, Product Launch Playbook Academy will provide the detailed instruction, support, and resources to help you successfully create, launch, and sell your signature product.


Absolutely. Product Launch Playbook Academy is completely focused on helping you create, launch, and actually sell your signature product.  

For online business owners, there is no better way to maximize your impact or your revenue than through selling your own products online (and preferably your own digital products). PLP Academy will show you exactly how to develop the RIGHT product for your audience, then how to actually sell it in a way that gets real results.

If you have struggled with monetization or conversions in the past, this is the program that will finally help you break down that mental block and get you earning real money from your online platform, even if you have a very small audience.


With recorded lessons, there is plenty of room for flexibility so that you can fit your coursework into your own schedule. You should plan for 90 minute lessons each week, as well as for 5-10 hours of independent work to apply the lessons that you are learning. 


Live lessons were originally hosted on Zoom. The lesson recordings and all other course materials will be delivered digitally through a password-protected members-only site. As soon as you enroll, you’ll be emailed your login information with a username and password.

"I am using the PLP as my guide to launch The Power Squad Project. Even though my product is slightly different than most online launches the PLP is so comprehensive in its To-Do Lists, sample templates, and things to think about. It has helped me immensely in the planning and execution of this email community for women entrepreneurs!”

 –Ashleigh Blatt,


Still not sure? Just see what our original PLP users had to say!


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