CHAPTER 11 Going Live: How Live Launches Are Changing the Game

Question 1

What is a Live Launch?

Answer 1

Delivering Prelaunch Content and/or Open Cart content as live broadcasts

Question 2

How have launches evolved over the years?

Answer 2

From plain-text emails to blogs, PDF reports, audio, simple videos, and now live broadcasts

Question 3

True or False: New tools make old tools obsolete in marketing launches.

Answer 3

False

Question 4

What is one core premise of the Product Launch Formula?

Answer 4

You need to turn your marketing into an event

Question 5

What does ‘live’ signify in a Live Launch?

Answer 5

It is ephemeral and must be experienced in real-time

Question 6

What advantage does a Live Launch provide in terms of messaging?

Answer 6

Allows for dynamic changes to messaging during the launch

Question 7

Fill in the blank: A Live Launch can be beneficial if you are good at and energized by _______.

Answer 7

being live

Question 8

What can happen during a Live Launch that requires quick thinking?

Answer 8

Things can go wrong, and you may need to deal with unexpected issues

Question 9

What is essential preparation for a Live Launch?

Answer 9

Carefully crafting the material as you would for Prelaunch videos

Question 10

What are the primary platforms currently used for Live Launches?

Answer 10

• YouTube
• Facebook

Question 11

True or False: Live broadcasts should be supported by email and social media.

Answer 11

True

Question 12

What should you do to drive registrations for your live broadcasts?

Answer 12

Use every channel and tool available, including email and social media

Question 13

How should reminders for a live broadcast be sent?

Answer 13

Send reminders the day before and multiple reminders on the day of the broadcast

Question 14

What unique approach did the author take for their first Live Launch?

Answer 14

Turned the broadcast into a ‘show’ with a countdown timer and structured segments

Question 15

Who is Anne LaFollette?

Answer 15

A woman who transitioned from corporate work to teaching surface pattern design online

Question 16

What was Anne’s first live broadcast experience?

Answer 16

She had zero viewers but used it to practice and build skills

Question 17

What did Anne’s first Live Launch achieve in sales?

Answer 17

$500

Question 18

Fill in the blank: Anne LaFollette’s revenue in her second year was nearly _______.

Answer 18

$400,000

Question 19

What are some challenges associated with Live Launches?

Answer 19

• Unanticipated technology problems
• Distractions during the broadcast

Question 20

What incident occurred during one of the author’s Live Launches?

Answer 20

Lost internet connection and had a squirrel appear in the background

Question 21

What lesson can be learned from Anne’s journey in Live Launches?

Answer 21

Even beginners can successfully use Live Launches to grow their business

Question 22

What is the concept of the ‘Squirrel Cam’ in live broadcasts?

Answer 22

A fun distraction that became a viewer favorite during a live launch

It was used to engage viewers and show authenticity.

Question 23

Why might viewers be more forgiving during a live broadcast?

Answer 23

Viewers understand the live environment and appreciate authenticity

This can enhance relatability and human connection.

Question 24

What is the typical length of a Prelaunch Content (PLC) video compared to a live delivery?

Answer 24

A PLC video is around 20 minutes, while a live delivery can take twice as long.

Question 25

What are the key components of a PLF-style launch?

Answer 25

Three broadcasts focusing on opportunity, transformation, and ownership, followed by enrollment.

Question 26

What should you use during a live broadcast to help stay focused?

Answer 26

Teaching aids like a flip chart.

Question 27

How does the timing of a Live Launch differ from a video-based launch?

Answer 27

Live Launches often have a compressed schedule with sessions on consecutive days.

Question 28

What is the recommended duration for an Open Cart phase?

Answer 28

Five to seven days.

Question 29

What is the purpose of the Open Cart phase?

Answer 29

To enroll prospects and encourage them to take action toward a purchase.

Question 30

Fill in the blank: In a Live Launch, the first broadcast of Open Cart is known as _______.

Answer 30

PLC #4 Live Broadcast.

Question 31

What is the importance of answering top objections during the Open Cart phase?

Answer 31

To move the sale forward by addressing potential buyer concerns.

Question 32

What should be included in the final broadcast of a Live Launch?

Answer 32

Celebration, answering questions, and welcoming new clients.

Question 33

What did Anne LaFollette achieve with her business in its second full year?

Answer 33

$400,000 in sales.

Question 34

What is a hybrid launch approach?

Answer 34

Combining live broadcasts with traditional pre-recorded content.

Question 35

Fill in the blank: The first day of Anne's launch schedule includes a live broadcast of _______.

Answer 35

PLC #1.

Question 36

What are the benefits of delivering a large amount of value in Prelaunch Content?

Answer 36

Higher audience retention and engagement during live broadcasts.

Question 37

True or False: You should always follow a compressed schedule for Live Launches.

Answer 37

False.

Question 38

What is the role of case studies during the Open Cart phase?

Answer 38

To showcase client successes and reinforce the value of the offer.

Question 39

What is the potential risk of extending the Open Cart phase too long?

Answer 39

It can become a 'beg-a-thon' and reduce urgency.

Question 40

What is a key characteristic of a successful launch according to PLF principles?

Answer 40

Turning marketing into an event.

Question 41

What is a hybrid approach in launching?

Answer 41

Using live broadcasts during the Open Cart week along with pre-recorded videos ## Footnote Example schedule includes videos and live broadcasts on specific days.

Question 42

List the components of a typical launch schedule.

Answer 42

* 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 ## Footnote This schedule allows for a structured approach to launching while integrating live elements.

Question 43

True or False: The launch schedule is fixed and cannot be changed.

Answer 43

False ## Footnote The schedule can be improvised based on the circumstances.

Question 44

Why is the replay experience important in a Live Launch?

Answer 44

Not everyone will be able to attend live broadcasts, especially with an international audience ## Footnote Many viewers may come from different time zones, affecting their ability to join live.

Question 45

What common mistake do people make regarding replay experiences?

Answer 45

Neglecting to create a great experience for people watching the replays ## Footnote Many focus solely on live broadcasts.

Question 46

How can you improve the replay experience?

Answer 46

* Edit the beginning of the session to remove slow starts * Provide viewers with more control over the replay experience ## Footnote Options include full video controls and playback speed adjustments.

Question 47

Fill in the blank: Many people will watch your replays instead of watching you _____ .

Answer 47

live ## Footnote Consider the replay experience as important as the live one.

Question 48

What are the benefits of using live broadcasts in launches?

Answer 48

* React quickly to the Launch Conversation * Respond to changing market conditions * Address any issues during the launch ## Footnote Live broadcasts can enhance engagement and adaptability.

Question 49

What should you consider if you are uncomfortable with live broadcasts?

Answer 49

You don’t need to use them ## Footnote It's important to play to your strengths and capabilities.

Question 50

What formula should you still follow when incorporating live broadcasts?

Answer 50

Product Launch Formula ## Footnote This includes using sequences, stories, and triggers typical of email or video-based launches.