During a PLF-style launch, you spend the entire prelaunch giving to people. That’s what the whole prelaunch is about . . . giving out great, free content. When you give out that content, you’re creating a large reciprocity imbalance. The greater the value of your Prelaunch Content, the greater that imbalance. In the end, when you ask for something back, your prospect will have a greater tendency to want to reciprocate. And at the end of the launch, that reciprocation often equates to a sale.
