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

Generally at the beginning of your prelaunch you start with a powerful piece of content that sets up the overall promise and opportunity of the launch. When you share strong compelling content at the start of your prelaunch, you instantly develop authority. That authority comes naturally when you publish that content; it’s nearly automatic. You will also develop reciprocity when you do this, because you’re giving away your great content freely. You have created a need in the receiver to give back to you, which often translates into a sale. You will also have anticipation going for you, as you talk about everything else that’s coming up in your prelaunch. As you move further through the prelaunch, you develop social proof as people make public comments about your Prelaunch Content. These comments can be on your blog or in social media—either way, you start to develop strong social proof. And hopefully your interaction throughout the prelaunch starts to build likability with your prospects (and maybe even a little trust). Then as the prelaunch nears its end, and you get close to your open cart date, you hit the event and ritual triggers as people start to anticipate your product. This is a natural time to hit the scarcity trigger, when you start talking about your offer and mention the inherently limited nature of the offer. That’s a quick example of sequencing and layering mental triggers, but I hope I’ve made it clear how powerful these triggers are. And a PLF-style launch...