CHAPTER 14 Creating a Business from the Ether

Question 1

What is Ruth Buczynski’s profession?

Answer 1

Licensed psychologist

Ruth runs the National Institute for the Clinical Application of Behavioral Medicine (NICABM.com)

Question 2

What type of medicine is NICABM known for?

Answer 2

Mind-body-spirit medicine

Question 3

How long has NICABM been an accredited provider of continuing education?

Answer 3

More than 20 years

Question 4

What was Ruth’s primary method of training before 2001?

Answer 4

Live, in-person conferences

Question 5

What event significantly impacted Ruth’s business in 2001?

Answer 5

September 11 terror attacks

Question 6

What percentage of Ruth’s clients are licensed practitioners?

Answer 6

The majority

Question 7

What did Ruth transition to after the decline in live events?

Answer 7

Virtual events

Question 8

What is the ‘Gold’ level in Ruth’s virtual events?

Answer 8

Includes recordings, transcripts, and bonuses

Question 9

How many virtual events does Ruth hold each year?

Answer 9

Three or four

Question 10

What was the attendance of one of Ruth’s recent webinars?

Answer 10

9,000 people

Question 11

What is the Business Launch Formula?

Answer 11

A method to build or grow an entire business using PLF concepts

Question 12

What was John Gallagher’s first product launch?

Answer 12

A board game about edible and medicinal plants

Question 13

What recurring revenue model did John Gallagher create?

Answer 13

Membership site LearningHerbs.com

Question 14

How much does each member of John’s site pay monthly?

Answer 14

$12

Question 15

What is Susan Garrett known for?

Answer 15

Being one of the best dog trainers in the world

Question 16

How much did Susan make from her first ebook launch?

Answer 16

$27,000

Question 17

What did Susan aim to achieve with her business after adopting PLF?

Answer 17

Help far more dogs and dog owners

Question 18

What was Will Hamilton’s initial launch revenue?

Answer 18

$35,000

Question 19

What industry does Will Hamilton work in?

Answer 19

Online tennis instruction

Question 20

Fill in the blank: Ruth’s business transitioned from _______ to virtual events.

Answer 20

Live conferences

Question 21

True or False: Ruth Buczynski markets primarily to the general public.

Answer 21

False

Question 22

What was one of Ruth’s first pieces of Prelaunch Content?

Answer 22

The Two Things You Can Do Today for Your Brain

Question 23

How did Ruth’s business perform after transitioning to virtual events?

Answer 23

Grew by 160 percent

Question 24

What is the key benefit of the Business Launch Formula as demonstrated by John Gallagher?

Answer 24

Constantly delivering value to the market

Question 25

What did Susan Garrett achieve apart from financial success?

Answer 25

A simpler, nearly travel-free lifestyle

Question 26

How many national championships has Susan Garrett won?

Answer 26

More than 25

Question 27

What is the initial launch amount that Will Hamilton started with?

Answer 27

$35,000

Question 28

How much total revenue did Will Hamilton's subsequent launches generate?

Answer 28

More than $340,000

Question 29

Which professional tennis players did Will Hamilton partner with?

Answer 29

* Bob and Mike Bryan * Pat Rafter * Martina Navratilova

Question 30

What is the essence of the Product Launch Formula (PLF)?

Answer 30

Giving first and asking for the sale later

Question 31

What is the Business Launch Formula a natural extension of?

Answer 31

Product Launch Formula (PLF)

Question 32

What should you always deliver during your launches according to Key #1?

Answer 32

High-Value Prelaunch Content

Question 33

Why is it important to deliver real value in your Prelaunch?

Answer 33

It builds trust and can lead to sales when prospects are ready

Question 34

What does having a warm list allow you to control?

Answer 34

Your destiny in business

Question 35

What happens to the relationship with your list when you provide value?

Answer 35

It builds or detracts from the relationship

Question 36

According to Key #3, what should you do during your launches?

Answer 36

Make More Than One Offer

Question 37

What is the 'Circle of Awesome' in launching?

Answer 37

Seed Launch -> Internal Launch -> JV Launch

Question 38

What is a key benefit of the Internal Launch?

Answer 38

It usually brings greater financial results than the Seed Launch

Question 39

What is the purpose of a Relaunch?

Answer 39

To maintain demand and continue selling a successful offer

Question 40

What does Evergreen Launch mean?

Answer 40

Moving new leads through their own Launch Sequence based on when they joined the list

Question 41

True or False: It's easier to sell to a previous client than to acquire a new client.

Answer 41

True

Question 42

What is the ratio of ease in selling to a second-time buyer compared to a new client?

Answer 42

About 15 times easier

Question 43

What strategy does the author suggest for overdelivering to clients?

Answer 43

Hold back on bonus items and surprise clients after the purchase

Question 44

What is the ultimate goal of the Business Launch Formula?

Answer 44

To create a series of launches that build a business

Question 45

What happens to the list and offers as each launch builds on the previous one?

Answer 45

* The list gets bigger * The offers get better * More past buyers to sell to * Stronger JV partner support