CHAPTER 8 Open Cart: It’s Time to Launch!

Question 1

Who is Amy Small?

Answer 1

Amy Small is a business owner who designs and sells hand-spun yarn and knitting patterns.

Question 2

What marketing strategy did Amy use in the early years of her business?

Answer 2

Hope Marketing.

Question 3

In what year did Amy start her business?

Answer 3

2010.

Question 4

What was Amy’s first launch sales amount?

Answer 4

$12,000.

Question 5

What was one significant change in Amy’s business approach after reading the book?

Answer 5

She started working directly with her clients instead of selling solely to retail stores.

Question 6

What did Amy’s second launch achieve in sales?

Answer 6

$17,000.

Question 7

How much did Amy’s third launch earn?

Answer 7

$40,000.

Question 8

What type of community did Amy build through her knitalongs?

Answer 8

A strong sense of community among her clients.

Question 9

What was the total sales amount of Amy’s fourth launch?

Answer 9

$264,000.

Question 10

What was one key factor in Amy’s messaging during her launches?

Answer 10

Focus on the future transformation in her clients’ lives.

Question 11

What is the significance of scarcity in Amy’s launches?

Answer 11

It creates urgency and encourages sales by limiting availability.

Question 12

What was the monthly recurring revenue from Amy’s membership site?

Answer 12

$5,500.

Question 13

What was Amy’s gross revenue in her business for the year mentioned?

Answer 13

Well over $1 million.

Question 14

What are the four phases of the Prelaunch sequence?

Answer 14

• Opportunity
• Transformation
• Ownership
• Enrollment

Question 15

What does enrollment mean in the context of a launch?

Answer 15

Getting prospects to commit to buying the product and to their future transformation.

Question 16

What emotional state is typically experienced on launch day?

Answer 16

A peak state of energy and anticipation.

Question 17

What is the purpose of the Open Cart email?

Answer 17

To inform the audience that the product is now available for purchase.

Question 18

What should be tested before sending the Open Cart email?

Answer 18

• Sales page live
• Links working
• Order form set up
• Order process functioning

Question 19

What is the typical duration for keeping the cart open during a launch?

Answer 19

Between four and seven days.

Question 20

What percentage of orders are typically received on the first day of a launch?

Answer 20

About 25 percent.

Question 21

What should be established to ensure a successful launch close?

Answer 21

A definitive close with a negative consequence for not purchasing.

Question 22

What are three primary ways to create scarcity in an offer?

Answer 22

• The price goes up
• Limited availability
• Special bonuses expire

Question 23

What is the impact of not creating real scarcity at the end of a launch?

Answer 23

It can cripple your results, potentially cutting sales in half.

Question 24

What are the three primary ways to create scarcity in an offer?

Answer 24

• The price goes up * Bonuses are removed * The offer goes away

Question 25

How does increasing the price create scarcity?

Answer 25

A special price during the launch incentivizes people to buy before the price goes up.

Question 26

What is an example of removing bonuses to create scarcity?

Answer 26

Offering a personal Skype guitar lesson as a bonus that is only available during the launch.

Question 27

Why is the offer going away considered the strongest form of scarcity?

Answer 27

It completely shuts out prospects from taking advantage of the offer.

Question 28

Can the three forms of scarcity be combined?

Answer 28

Yes, combining them can create more scarcity and a more powerful launch.

Question 29

What is the significance of messaging during the Open Cart period?

Answer 29

Continuous promotion is necessary to keep the launch in front of prospects.

Question 30

What should the messaging focus on early in the Open Cart?

Answer 30

Social proof.

Question 31

What is the recommended email strategy for Day 1 of the Open Cart?

Answer 31

Two emails + social media. First email opens the cart, second confirms it's running.

Question 32

What type of email is sent on Day 2 of the Open Cart?

Answer 32

One email + social media focusing on social proof.

Question 33

What should be included in the email on Day 3 of the Open Cart?

Answer 33

A longer email answering top questions about the product.

Question 34

What is the goal of the messaging on Day 4 of the Open Cart?

Answer 34

To shift to scarcity and provide a 24-hour warning ahead of the close.

Question 35

How many emails should be sent on Day 5 of the Open Cart?

Answer 35

Three emails + social media.

Question 36

What is an All-Access Page in an advanced Open Cart strategy?

Answer 36

A page with all Prelaunch Content for easy access.

Question 37

What is the purpose of case studies during the Open Cart?

Answer 37

To show how others have succeeded using the product.

Question 38

What is the function of an FAQ page in the Open Cart?

Answer 38

To answer top questions and objections that prospects may have.

Question 39

What should you do if a launch underperforms?

Answer 39

Diagnose the issues, starting with testing the launch email and sales process.

Question 40

What can cause technical problems during a launch?

Answer 40

Crashing the web server due to too much traffic.

Question 41

Why is it important to communicate with your payment gateway provider before a launch?

Answer 41

To prevent issues with sudden increases in order volume being seen as a credit risk.

Question 42

What should you do if no one buys during your launch?

Answer 42

Go into diagnosis mode and test your email and sales process.

Question 43

Fill in the blank: The three primary ways to create scarcity are the price goes up, bonuses are removed, and _______.

Answer 43

the offer goes away.

Question 44

True or False: The strongest form of scarcity is when bonuses are removed.

Answer 44

False.

Question 45

What should you do if you have no sales after a launch?

Answer 45

Start testing your process ## Footnote This includes checking the launch email, sales page, order form, and ensuring everything works.

Question 46

What is the first step to diagnose a lack of sales?

Answer 46

Check your launch email and ensure the link works ## Footnote This involves verifying the email broadcast and the link to the sales process.

Question 47

How can you determine if you are getting traffic to your site?

Answer 47

Check the stats on your email broadcast and website ## Footnote Look for email delivery, click-through rates, and traffic stats to the sales and order pages.

Question 48

What indicates a conversion problem after a launch?

Answer 48

Traffic is present but no sales are occurring ## Footnote This can stem from issues with the offer or the sales message.

Question 49

What should you evaluate about your offer if sales are low?

Answer 49

Is it compelling and does it solve a problem that the market cares about? ## Footnote Consider if it addresses prospects' hopes, dreams, fears, and aspirations.

Question 50

What aspects should your sales message cover?

Answer 50

Articulate transformation, make benefits tangible, and clarify the buying process ## Footnote Ensure it includes product cost and guarantees.

Question 51

True or False: It's too late to improve your launch if you have an offer or sales message problem.

Answer 51

False ## Footnote Adjustments can lead to significant turnarounds during a launch.

Question 52

What is a key outcome of a successful launch?

Answer 52

Creating goodwill with the market ## Footnote This includes both buyers and those who engaged with your content.

Question 53

What should you do after closing your cart to strengthen relationships with buyers?

Answer 53

Overdeliver and provide unexpected bonuses ## Footnote This enhances customer satisfaction and differentiates you in the market.

Question 54

What is an important part of the Post-Launch phase?

Answer 54

Implementing a solid follow-up process for new clients ## Footnote Automated follow-up emails can help maintain engagement.

Question 55

Why is customer service important after a launch?

Answer 55

It builds trust and is a strategic part of business growth ## Footnote Excellent customer service can turn into a competitive advantage.

Question 56

What should you do with prospects who did not buy?

Answer 56

Follow up with additional content after the launch ## Footnote This keeps them engaged for future offers or launches.

Question 57

What is the Seed Launch?

Answer 57

A method to launch without an existing list or product ## Footnote It focuses on building a business from a simple initial launch.