Prelaunch: This is the heart and soul of your sequencing, where you gradually romance your market with three pieces of high-value Prelaunch Content. You use your Prelaunch to activate mental triggers such as authority, social proof, community, anticipation, and reciprocity, and you do all that while answering the objections of your market. Typically, you release your Prelaunch Content over a period of 5 to 12 days. The format for that content can vary widely, from videos to podcasts to email to written PDF reports to webinars to live broadcasts (and I’m sure we’ll invent a few more formats as
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