CHAPTER 7 Sell Them What They Want: The Power of Prelaunch Flashcards
What was the initial plan for FuzzyYellowBalls.com?
To publish videos on YouTube and make money through advertising.
What was the price of the membership site that Will and his partner created?
$25 per month.
What was the outcome of the initial membership site after 10 months?
It was close to being written off as a failed experiment.
What was the revenue from Will’s first launch using the launch formula?
$35,000 in sales.
How much did the second launch earn compared to the first?
$65,000, nearly doubled from the first launch.
What was the revenue of the launch for the Tennis Ninja product?
$170,000 in sales.
What product did Will create with the Bryan Brothers?
The Bryan Bros Doubles Playbook.
What was the revenue generated from the launch of the Bryan Bros Doubles Playbook?
$450,000 in sales.
What does the Prelaunch Sequence aim to achieve?
To deliver value and build a relationship with potential customers before asking for the sale.
What is the structure of the Prelaunch Sequence?
It has three pieces of Prelaunch Content (PLC) that form a story arc.
What are the three acts of the Prelaunch Sequence?
- Teaching about opportunity for change
- Solid teaching showing transformation
- Ownership experience pivoting to product discussion.
What mental triggers are activated during the Prelaunch Sequence?
- Reciprocity
- Authority
- Trust
- Community
- Events and Ritual
- Anticipation.
What is the benefit of using video for Prelaunch Content?
Video often has a higher perceived value and helps build a relationship with potential clients.
What are the two primary types of video mentioned?
- Screen-capture video
- Full-motion video.
What is the purpose of PLC #1 in the Prelaunch Sequence?
To grab prospects’ attention and answer the question ‘Why?’
What is the core of every product or offer?
An opportunity for transformation or change.
Fill in the blank: The Product Launch Formula is a __________ that transforms your sales process.
coordinated, engineered formula.
True or False: The Product Launch Formula is only effective for experienced marketers.
False.
What is at the heart of every product or offer?
An opportunity for transformation or change.
What are two ways to describe the transformation offered by a product?
Change or impact.
What are the two basic outcomes a product can deliver to a client?
Taking away pain or delivering pleasure.
What does the adage about selling drills imply?
You’re selling ‘holes in wood’ instead of drills.
What is a common reason people do not buy a product?
They are not interested in what you’re selling.
What is another reason people might not buy a product?
They don’t have the money.
What can cause people to distrust a product’s claims?
They think you’re not telling the truth or are mistaken.
What is a reason a person might believe in a product but not believe it will work for them?
They have had previous unsuccessful attempts.
What will Product Launch Formula help address?
Building belief in the value of the offer.
What is the first piece of Prelaunch Content (PLC #1) focused on?
Showing the opportunity and how life will change with the product.
What are the key components of PLC #1?
- Show the opportunity
- Position your authority
- Teach
- Raise objections
- Foreshadow PLC #2
- Call to action
What does PLC #2 focus on?
The ‘what’ of the transformation and how it will change prospects’ lives.
What is a key goal for PLC #2?
To impart valuable tips or tricks in 5 to 10 minutes.
What should you do in PLC #2 after expressing thanks?
Recap the opportunity and positioning.
What is the focus of PLC #3?
Answering the ‘how’ question about achieving the transformation.
What is important to build throughout the Prelaunch Sequence?
Excitement and tension.
What should you do at the end of PLC #3?
Pivot to your offer and seed the scarcity.
What is the recommended duration for a Prelaunch Sequence?
7 to 10 days.
What is the typical structure of a 7-day Prelaunch Sequence?
- Day 1: Release PLC #1
- Day 3: Release PLC #2
- Day 5: Release PLC #3
- Day 7: Open Cart
Why should you consult an attorney regarding case studies?
To ensure compliance with FTC regulations on testimonials.
What should you do if your prospects raise the same objections in different ways?
Answer those questions again, even if already addressed.
What is a ‘soft landing’ in the context of PLC #3?
Preparing prospects for the offer without being too aggressive.
What should you do in each PLC regarding objections?
Crush objections by addressing them directly.
Fill in the blank: PLC #1 is about the ‘____’, PLC #2 is about the ‘what’, and PLC #3 is about the ‘how’.
[why]
What does building a Launch Conversation achieve?
Creates an instant community and provides insights into objections.
What is the suggested duration for a low-priced product launch?
7 days or possibly even 5 days
What is the suggested duration for a higher-priced product launch?
10 days
What is the typical sequence for a 7-day product launch?
Day 1: Release PLC #1
Day 3: Release PLC #2
Day 5: Release PLC #3
Day 7: Open Cart
What is the typical sequence for a 10-day product launch?
Day 1: Release PLC #1
Day 5: Release PLC #2
Day 8: Release PLC #3
Day 10: Open Cart
What is more important than the timing of the Prelaunch Content?
Delivering real value
What is a common misconception about the Product Launch Formula process?
It is just a bunch of marketing tricks and psychological tactics
What is the key to making the Product Launch Formula work?
Delivering massive value to your market
What should be the focus when creating a Prelaunch Sequence?
Creating value for all the prospects
True or False: Giving away all your resources for free is necessary for a successful launch.
False
What type of content should be provided during the Prelaunch?
Real content that creates real value
What do people often comment on regarding the free content provided during launches?
They are shocked at the amount of content given for free
What is the relationship between business success and value creation?
Closely tied to the amount of value created in the world
What happens on launch day when you Open Cart?
The payoff for the value created during the Prelaunch
