Launch: An Internet Millionaire's Secret Formula to Sell Almost Anything Online, Build a Business You Love and Live the Life of Your Dreams

by Jeff Walker

For instance, trust and authority are closely linked. It’s easier to establish authority when you have trust. And trust is something that naturally flows from having a position of authority. In fact, there is even a well-worn phrase that combines these two—”trusted authority.” Another example is scarcity and social proof. If something is scarce, it’s generally because the demand exceeds supply, which implies there is large demand. And if there’s large demand, well that’s social proof right there. So it’s almost like social proof and scarcity are two sides of the same coin. Another key point about mental triggers is that they are more powerful when you sequence them and layer them on top of each other. And that’s where the Product Launch Formula is unparalleled in its power. The very nature of the way we do launches gives you the time and space to use multiple triggers and to have them build on top of one another.