Advantages of using Chatgpt

 Six Keys to the Business Launch Formula

Key 1: Always Deliver High-Value Prelaunch Content in Your Launches

First, you want to deliver high value to the market with your launches. That means delivering great Prelaunch Content that provides value all by itself, whether your prospect buys or not. This isn’t news—I’ve hammered this point pretty hard throughout the post.

Not all your prospects will buy from you during your launch. In fact, in almost every launch the vast majority won’t buy. There are lots of reasons why, but a common one is that the timing just isn’t right. If you’re selling wedding dresses, and your prospect isn’t getting married in the next year, you’re probably not going to make the sale.

However, in our current market where everyone can be a publisher in social media, where everyone can have an outsized voice if they so choose, the benefits of creating hundreds or thousands of raving fans are far-reaching. The relationship you build during your launch can have an amplified effect. Each one of your prospects has a potentially viral impact on your business, so creating fans has never been more critical to your success.

And make no mistake—delivering real value in your prelaunch has a lasting effect. I’ve had people watch me through several launches before they were ready to buy. But when the time was right, they remembered me. I delivered huge value and built up a significant level of trust, and they came back and bought.

Key 2: Always Be Building Your List and Building Your Relationship with That List

Once you have a warm list (even a small list of a few hundred subscribers), you realize that you are now in control of your destiny. The ability to write an email, send it to your list, and see the response within seconds will change what you think is possible. And at that point, you get very focused on building your list. Of course, to even use the phrase “your list” is simplistic. you will have many lists. But in broad conceptual terms, I’m talking about your list universe, which will become the most valuable asset in your business. And to the extent that you build your list and your list relationship, you will build your business.


Every interaction with your list will either build on or detract from your relationship with the list. That doesn’t mean that you should just send content and never ask for a sale. It means providing value AND making the sale. Remember that moving someone from being a prospect to being a client will increase the value of that relationship more than almost anything else. Once a prospect buys from you, they will be more likely to buy in the future, and they’ll be more likely to buy at a higher price point. They will also be more likely to refer clients to you.

Key 3: Make More Than One Offer

It happens to almost everyone who goes through the PLF process. Amid your first launch, you get at least one great idea for your next offer or product. That’s because of the launch conversation—your launch process creates a great deal of interaction with your prospects, and you’ll get lots of ideas and suggestions. And many offers will likely lend themselves to periodic launches(such as Ruth Buczynski’s annual summits). Often PLF Owners will do three or four launches per year and sometimes even more.

In my various businesses, I have found the sweet spot to be somewhere between two and four launches per year. Typically one or two of those launches have been big JV Launches that dramatically build my list and make lots of sales. And the other launches are smaller Internal Launches that help me refine new offers and products before I roll them out as JV Launches.

Key 4: The Circle of Awesome: Seed to Internal to JV

There is a cycle of launches that works well. I call it the Circle of Awesome. I know that’s not the most grammatically correct term, but I invented it when I was with my son. And what it lacks in grammar, it more than makes up in, well . . awesomeness.

It goes like this. You have an idea for a new product, so you use a Seed Launch to help birth the product. The Seed Launch is great for getting your first few clients, making sure there’s a demand, and creating a great product.

After the Seed Launch, you take the finished product and do an Internal Launch your list. During your Internal Launch, you build out a full Prelaunch Sequence and dial in your launch. By its very nature, the Internal Launch will usually bring you much greater financial results than your Seed Launch.

Then if you have good results with your Internal Launch, you move on to the JV Launch. You have the data and metrics from your Internal Launch to show to potential partners, and you have your Prelaunch and Launch Sequences largely done and tested. The JV Launch has a lot more moving parts, but since you’ve done most of the work already in your Internal Launch, it’s a lot more manageable. And the results of a successful JV Launch are often exponentially larger than your Internal Launch.

And just to bring it full circle, after you go through that sequence of launches, you’ll usually have several ideas for your next product. That’s when you go back and test one of your new ideas with a Seed Launch and start the entire process over again. The only difference is that this time around you’ll have significantly more experience, probably a much larger list, and lots of happy JV partners who will be ready to promote your next JV Launch.

It’s one big circle, and it can be pretty awesome.

Key 5: Relaunches and Evergreen Launches

Relaunches can be very effective—just look at the way Barry Friedman did it. He ran his Showbiz Blueprint class over and over. The small class size kept the interaction level high, which meant he could charge a premium price. It also kept the demand high, so he was able to continue relaunching the offer.

Part of the effectiveness of your relaunches will be dependent on your ongoing list building. If you have new leads coming into your list, and you’ve got a proven Launch Sequence, then you’ve got a great opportunity. You can either run periodic relaunches, or you can use an Evergreen Launch.


Evergreen is really beyond the scope of this post, but it means that as new leads come onto your list, they will get to move through their Launch Sequence based on when they joined the list.

Key 6: Take Care of Your Clients and Launch to Them Again

This is a universal truth of business: It’s a lot easier to sell to someone who has bought from you in the past than it is to generate a new client.

The exact numbers on this vary, but they are always dramatic. Based on my experience in my various online businesses, it’s about FIFTEEN times easier to sell to someone a second time than it is to get a new client.

That means you want to make sure you take care of your clients. I’m a big fan of over-delivering on my promises. This is something I plan out in advance. When I’m designing a new offer, I will hold back on some bonus items. I won’t put them in the offer, nor will I talk about them during the sale. And then sometime after the purchase, I will surprise my clients with the extra bonuses.

Even the most grizzled customer is delighted to get a bonus that wasn’t promised. And it’s often shockingly easy to surprise and delight your clients—you don’t have to get crazy to surprise and delight them when you’re sending extra goodies.

It’s not hard to impress your clients. Give them what you promised, give them great customer support, and then give them an extra surprise or two along the way. Do those things and you will be paid back 100 times. And your clients will not only be ready for your next launch, but they’ll also be raving fans who support you during that launch.