CHAPTER 11 Going Live: How Live Launches Are Changing the Game Flashcards
What is a Live Launch?
Delivering Prelaunch Content and/or Open Cart content as live broadcasts
How have launches evolved over the years?
From plain-text emails to blogs, PDF reports, audio, simple videos, and now live broadcasts
True or False: New tools make old tools obsolete in marketing launches.
False
What is one core premise of the Product Launch Formula?
You need to turn your marketing into an event
What does ‘live’ signify in a Live Launch?
It is ephemeral and must be experienced in real-time
What advantage does a Live Launch provide in terms of messaging?
Allows for dynamic changes to messaging during the launch
Fill in the blank: A Live Launch can be beneficial if you are good at and energized by _______.
being live
What can happen during a Live Launch that requires quick thinking?
Things can go wrong, and you may need to deal with unexpected issues
What is essential preparation for a Live Launch?
Carefully crafting the material as you would for Prelaunch videos
What are the primary platforms currently used for Live Launches?
- YouTube
True or False: Live broadcasts should be supported by email and social media.
True
What should you do to drive registrations for your live broadcasts?
Use every channel and tool available, including email and social media
How should reminders for a live broadcast be sent?
Send reminders the day before and multiple reminders on the day of the broadcast
What unique approach did the author take for their first Live Launch?
Turned the broadcast into a ‘show’ with a countdown timer and structured segments
Who is Anne LaFollette?
A woman who transitioned from corporate work to teaching surface pattern design online
What was Anne’s first live broadcast experience?
She had zero viewers but used it to practice and build skills
What did Anne’s first Live Launch achieve in sales?
$500
Fill in the blank: Anne LaFollette’s revenue in her second year was nearly _______.
$400,000
What are some challenges associated with Live Launches?
- Unanticipated technology problems
- Distractions during the broadcast
What incident occurred during one of the author’s Live Launches?
Lost internet connection and had a squirrel appear in the background
What lesson can be learned from Anne’s journey in Live Launches?
Even beginners can successfully use Live Launches to grow their business
What is the concept of the ‘Squirrel Cam’ in live broadcasts?
A fun distraction that became a viewer favorite during a live launch
It was used to engage viewers and show authenticity.
Why might viewers be more forgiving during a live broadcast?
Viewers understand the live environment and appreciate authenticity
This can enhance relatability and human connection.
What is the typical length of a Prelaunch Content (PLC) video compared to a live delivery?
A PLC video is around 20 minutes, while a live delivery can take twice as long.
What are the key components of a PLF-style launch?
Three broadcasts focusing on opportunity, transformation, and ownership, followed by enrollment.
What should you use during a live broadcast to help stay focused?
Teaching aids like a flip chart.
How does the timing of a Live Launch differ from a video-based launch?
Live Launches often have a compressed schedule with sessions on consecutive days.
What is the recommended duration for an Open Cart phase?
Five to seven days.
What is the purpose of the Open Cart phase?
To enroll prospects and encourage them to take action toward a purchase.
Fill in the blank: In a Live Launch, the first broadcast of Open Cart is known as _______.
PLC #4 Live Broadcast.
What is the importance of answering top objections during the Open Cart phase?
To move the sale forward by addressing potential buyer concerns.
What should be included in the final broadcast of a Live Launch?
Celebration, answering questions, and welcoming new clients.
What did Anne LaFollette achieve with her business in its second full year?
$400,000 in sales.
What is a hybrid launch approach?
Combining live broadcasts with traditional pre-recorded content.
Fill in the blank: The first day of Anne’s launch schedule includes a live broadcast of _______.
PLC #1.
What are the benefits of delivering a large amount of value in Prelaunch Content?
Higher audience retention and engagement during live broadcasts.
True or False: You should always follow a compressed schedule for Live Launches.
False.
What is the role of case studies during the Open Cart phase?
To showcase client successes and reinforce the value of the offer.
What is the potential risk of extending the Open Cart phase too long?
It can become a ‘beg-a-thon’ and reduce urgency.
What is a key characteristic of a successful launch according to PLF principles?
Turning marketing into an event.
What is a hybrid approach in launching?
Using live broadcasts during the Open Cart week along with pre-recorded videos
Example schedule includes videos and live broadcasts on specific days.
List the components of a typical launch schedule.
- Day 1: Video—PLC #1 (Opportunity)
- Day 3: Video—PLC #2 (Transformation)
- Day 5: Video—PLC #3 (Ownership)
- Day 7: Video—Open Cart (Enrollment)
- Day 8: Live Broadcast—New Content
- Day 9: Live Broadcast—Case Studies
- Day 10: Live Broadcast—Questions and Answers
- Day 11: Live Broadcast—Final, Closing Broadcast
This schedule allows for a structured approach to launching while integrating live elements.
True or False: The launch schedule is fixed and cannot be changed.
False
The schedule can be improvised based on the circumstances.
Why is the replay experience important in a Live Launch?
Not everyone will be able to attend live broadcasts, especially with an international audience
Many viewers may come from different time zones, affecting their ability to join live.
What common mistake do people make regarding replay experiences?
Neglecting to create a great experience for people watching the replays
Many focus solely on live broadcasts.
How can you improve the replay experience?
- Edit the beginning of the session to remove slow starts
- Provide viewers with more control over the replay experience
Options include full video controls and playback speed adjustments.
Fill in the blank: Many people will watch your replays instead of watching you _____ .
live
Consider the replay experience as important as the live one.
What are the benefits of using live broadcasts in launches?
- React quickly to the Launch Conversation
- Respond to changing market conditions
- Address any issues during the launch
Live broadcasts can enhance engagement and adaptability.
What should you consider if you are uncomfortable with live broadcasts?
You don’t need to use them
It’s important to play to your strengths and capabilities.
What formula should you still follow when incorporating live broadcasts?
Product Launch Formula
This includes using sequences, stories, and triggers typical of email or video-based launches.
