CHAPTER 7 Sell Them What They Want: The Power of Prelaunch

Question 1

What was the initial plan for FuzzyYellowBalls.com?

Answer 1

To publish videos on YouTube and make money through advertising.

Question 2

What was the price of the membership site that Will and his partner created?

Answer 2

$25 per month.

Question 3

What was the outcome of the initial membership site after 10 months?

Answer 3

It was close to being written off as a failed experiment.

Question 4

What was the revenue from Will’s first launch using the launch formula?

Answer 4

$35,000 in sales.

Question 5

How much did the second launch earn compared to the first?

Answer 5

$65,000, nearly doubled from the first launch.

Question 6

What was the revenue of the launch for the Tennis Ninja product?

Answer 6

$170,000 in sales.

Question 7

What product did Will create with the Bryan Brothers?

Answer 7

The Bryan Bros Doubles Playbook.

Question 8

What was the revenue generated from the launch of the Bryan Bros Doubles Playbook?

Answer 8

$450,000 in sales.

Question 9

What does the Prelaunch Sequence aim to achieve?

Answer 9

To deliver value and build a relationship with potential customers before asking for the sale.

Question 10

What is the structure of the Prelaunch Sequence?

Answer 10

It has three pieces of Prelaunch Content (PLC) that form a story arc.

Question 11

What are the three acts of the Prelaunch Sequence?

Answer 11

• Teaching about opportunity for change
• Solid teaching showing transformation
• Ownership experience pivoting to product discussion.

Question 12

What mental triggers are activated during the Prelaunch Sequence?

Answer 12

• Reciprocity
• Authority
• Trust
• Community
• Events and Ritual
• Anticipation.

Question 13

What is the benefit of using video for Prelaunch Content?

Answer 13

Video often has a higher perceived value and helps build a relationship with potential clients.

Question 14

What are the two primary types of video mentioned?

Answer 14

• Screen-capture video
• Full-motion video.

Question 15

What is the purpose of PLC #1 in the Prelaunch Sequence?

Answer 15

To grab prospects’ attention and answer the question ‘Why?’

Question 16

What is the core of every product or offer?

Answer 16

An opportunity for transformation or change.

Question 17

Fill in the blank: The Product Launch Formula is a __________ that transforms your sales process.

Answer 17

coordinated, engineered formula.

Question 18

True or False: The Product Launch Formula is only effective for experienced marketers.

Answer 18

False.

Question 19

What is at the heart of every product or offer?

Answer 19

An opportunity for transformation or change.

Question 20

What are two ways to describe the transformation offered by a product?

Answer 20

Change or impact.

Question 21

What are the two basic outcomes a product can deliver to a client?

Answer 21

Taking away pain or delivering pleasure.

Question 22

What does the adage about selling drills imply?

Answer 22

You’re selling ‘holes in wood’ instead of drills.

Question 23

What is a common reason people do not buy a product?

Answer 23

They are not interested in what you’re selling.

Question 24

What is another reason people might not buy a product?

Answer 24

They don’t have the money.

Question 25

What can cause people to distrust a product's claims?

Answer 25

They think you’re not telling the truth or are mistaken.

Question 26

What is a reason a person might believe in a product but not believe it will work for them?

Answer 26

They have had previous unsuccessful attempts.

Question 27

What will Product Launch Formula help address?

Answer 27

Building belief in the value of the offer.

Question 28

What is the first piece of Prelaunch Content (PLC #1) focused on?

Answer 28

Showing the opportunity and how life will change with the product.

Question 29

What are the key components of PLC #1?

Answer 29

* Show the opportunity * Position your authority * Teach * Raise objections * Foreshadow PLC #2 * Call to action

Question 30

What does PLC #2 focus on?

Answer 30

The 'what' of the transformation and how it will change prospects’ lives.

Question 31

What is a key goal for PLC #2?

Answer 31

To impart valuable tips or tricks in 5 to 10 minutes.

Question 32

What should you do in PLC #2 after expressing thanks?

Answer 32

Recap the opportunity and positioning.

Question 33

What is the focus of PLC #3?

Answer 33

Answering the 'how' question about achieving the transformation.

Question 34

What is important to build throughout the Prelaunch Sequence?

Answer 34

Excitement and tension.

Question 35

What should you do at the end of PLC #3?

Answer 35

Pivot to your offer and seed the scarcity.

Question 36

What is the recommended duration for a Prelaunch Sequence?

Answer 36

7 to 10 days.

Question 37

What is the typical structure of a 7-day Prelaunch Sequence?

Answer 37

* Day 1: Release PLC #1 * Day 3: Release PLC #2 * Day 5: Release PLC #3 * Day 7: Open Cart

Question 38

Why should you consult an attorney regarding case studies?

Answer 38

To ensure compliance with FTC regulations on testimonials.

Question 39

What should you do if your prospects raise the same objections in different ways?

Answer 39

Answer those questions again, even if already addressed.

Question 40

What is a 'soft landing' in the context of PLC #3?

Answer 40

Preparing prospects for the offer without being too aggressive.

Question 41

What should you do in each PLC regarding objections?

Answer 41

Crush objections by addressing them directly.

Question 42

Fill in the blank: PLC #1 is about the '____', PLC #2 is about the 'what', and PLC #3 is about the 'how'.

Answer 42

[why]

Question 43

What does building a Launch Conversation achieve?

Answer 43

Creates an instant community and provides insights into objections.

Question 44

What is the suggested duration for a low-priced product launch?

Answer 44

7 days or possibly even 5 days

Question 45

What is the suggested duration for a higher-priced product launch?

Answer 45

10 days

Question 46

What is the typical sequence for a 7-day product launch?

Answer 46

Day 1: Release PLC #1 Day 3: Release PLC #2 Day 5: Release PLC #3 Day 7: Open Cart

Question 47

What is the typical sequence for a 10-day product launch?

Answer 47

Day 1: Release PLC #1 Day 5: Release PLC #2 Day 8: Release PLC #3 Day 10: Open Cart

Question 48

What is more important than the timing of the Prelaunch Content?

Answer 48

Delivering real value

Question 49

What is a common misconception about the Product Launch Formula process?

Answer 49

It is just a bunch of marketing tricks and psychological tactics

Question 50

What is the key to making the Product Launch Formula work?

Answer 50

Delivering massive value to your market

Question 51

What should be the focus when creating a Prelaunch Sequence?

Answer 51

Creating value for all the prospects

Question 52

True or False: Giving away all your resources for free is necessary for a successful launch.

Answer 52

False

Question 53

What type of content should be provided during the Prelaunch?

Answer 53

Real content that creates real value

Question 54

What do people often comment on regarding the free content provided during launches?

Answer 54

They are shocked at the amount of content given for free

Question 55

What is the relationship between business success and value creation?

Answer 55

Closely tied to the amount of value created in the world

Question 56

What happens on launch day when you Open Cart?

Answer 56

The payoff for the value created during the Prelaunch