Pre-Prelaunch: This is where you begin. You use it to start building anticipation among your most loyal fans (and I understand that you might not have any loyal fans yet—I’ll get to that in Chapter 3). The Pre-Prelaunch is also used to judge how receptive the market will be to your offer and to figure out some of the primary objections people will have. (Objections are the concerns that a prospect has about a potential purchase—about buying your product.) Surprisingly enough, the Pre-Prelaunch can even be used to tweak your final offer.
