Step by Step on How to Close 30% of Your Audience with Webinars
A 30-minute slide-by-slide autopsy of a webinar that closed at over 30%, with every psychological mechanism named in real time.
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2 years ago
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educational
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Big Idea
The argument in one line.
A 30% webinar close rate is the output of a specific mechanical sequence: pre-emptive objection destruction, a transparent selling frame, and a bonus stack where each item kills one remaining excuse to not buy.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You sell courses or info products via webinars and want to understand the structural decisions behind a high-conversion presentation.
Your webinar close rates sit under 10% and you do not know which section of the presentation is leaking.
You have been told to be transparent in selling but do not know how to turn that into actual slides and scripts.
You are creating your first low-ticket info product and want a production formula that gets you to launch fast.
SKIP IF…
You are looking for webinar platform or tech setup guidance. This is purely presentation psychology and slide structure.
You already run above 20% close rates on a proven format you are actively iterating.
TL;DR
The full version, fast.
A 30% webinar close rate is built on pre-emptive objection destruction, not better persuasion after objections surface. The opening True/False quiz addresses every major objection as interactive content before the pitch begins. The content section teaches a single product creation formula (one problem, one solution, one sitting) and deliberately depressurizes success expectations so the audience believes they can execute. The close uses a transparent frame, stating upfront the conditions under which buying makes sense, then stacks seven bonuses each targeting one specific remaining objection, and locks the offer with a double-your-money-back guarantee that places all risk on the presenter.
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Five True/False questions used as an off-kilter opener. Each secretly neutralizes a specific objection. Interactive format creates engagement while pre-loading the audience with answers.
03:22 – 04:54
02 · Open Loop + Promise
Promise stated in an if/then frame. The stated impossibility of the claim creates a retention hook.
04:54 – 07:18
03 · Credibility Sequence
Rapid-fire credential stacking followed by a deliberate relatability reset: from Alex Hormozi testimonial down to a $3.58 first sale receipt.
07:18 – 10:03
04 · The Formula
1 problem, 1 solution, 1 sitting. Introduced with personal origin story (rapping monk, ADHD, PTSD). Formula named, repeated, expanded with production constraints.
10:03 – 13:21
05 · Depressurization
Explicit permission to fail: most products will flop, and that is fine. Customer testimonial shows the formula working for a non-expert.
13:21 – 16:24
06 · Four Keys to Better Products
Better than free, pain before gain, instant gratification, hyper specific. Each taught in three moves: definition, juxtaposition, tie-down.
16:24 – 18:56
07 · Content-to-Close Bridge
Pattern interrupt: you probably would not act on this. Product positioned as the mechanism that changes that outcome.
18:56 – 27:09
08 · Product + Bonus Stack
Product eClass 5.0 introduced with a shed-in-Iowa story. Seven sessions reviewed rapidly. Seven bonuses, each killing one specific remaining objection.
27:09 – 30:11
09 · Price + Guarantee
Price anchored at $4,995 in-person, dropped to $499. Mullet technique. Double-your-money-back guarantee. CTA repeated.
Atomic Insights
Lines worth screenshotting.
A 30% webinar close rate comes from eliminating objections before they surface, not from handling them better after the pitch.
A True/False quiz is an objection-killing machine disguised as an engagement device. Each question is a pre-loaded answer to a specific buyer fear.
The most disarming thing you can say in a sales presentation is that the audience probably will not act on what they just learned. It creates more urgency than any artificial scarcity.
Transparent selling outperforms covert selling: state the conditions for purchase upfront and the audience self-selects in before the pitch begins.
Open loops retain attention better than anything except genuine interest. Give them a claim they cannot believe, then make them stay to see if it is true.
Show not tell: every major claim needs a visual such as a screenshot, a proof receipt, or a side-by-side comparison, not a bullet point.
A double-your-money-back guarantee is more powerful than a standard refund because it signals the presenter believes in the outcome more than the buyer does.
The bonus stack is an objection elimination sequence, not a value stack. Every bonus should kill one specific excuse for not buying.
Price anchoring feels cheesy and still works: removing it consistently drops conversions, so use it anyway.
After heavy credibility stacking you become unrelatable. Always follow with a relatability reset before moving into teaching.
Slice your best story across the whole presentation: introduce the screenshot early, reveal the product name in the middle, show the results later.
Selling a cheap info product first is faster and more honest than trying to optimize price before the market has validated the idea.
Pain before gain: people spend faster and at higher prices to stop an existing pain than to achieve a future gain.
Instant gratification beats complete information. A 10-page guide that delivers one win today outsells a 384-page book on the same topic.
One point per slide is the ideal. Anything more trains the audience to stop reading your slides.
Takeaway
What makes a webinar close at 30%.
WHAT TO LEARN
The gap between a 5% close and a 30% close is not persuasion skill. It is architectural: the objections are killed before the pitch begins, the selling frame is stated transparently, and the bonus stack is engineered to remove excuses one at a time.
Start your webinar with an interactive format where each question secretly neutralizes one specific buyer objection before the teaching even begins.
State the conditions for purchase explicitly in the opening: if I prove X, I hope you will invest; if I cannot prove it, do not buy from me. This converts the audience from skeptics to willing evaluators.
Open loops are the most reliable retention tool: make a claim the audience cannot believe is possible, then make them stay to find out if it is true.
After stacking credentials, immediately follow with a relatability reset. The early struggle, the first small win. Or you will become unrelatable to the audience you are trying to sell.
Teach each tactical point in three moves: state the principle, show a concrete visual or juxtaposition, then tie it down with a rhetorical question that forces the audience to affirm what they just learned.
Depressurize success expectations explicitly. Tell the audience that most products will not work out perfectly, and that is fine. Removing the fear of failure unlocks action better than any urgency tactic.
The bonus stack is not a value pile. It is an objection elimination sequence. Identify the remaining excuses for not buying and build one bonus to kill each one.
A double-your-money-back guarantee with a specific compliance requirement reduces risk for buyers while actually increasing the percentage who take action and succeed.
Price anchoring works even when it feels transparent. Anchoring to your in-person rate before offering the webinar-only discount creates a legitimate reference point rather than a fabricated one.
Use the mullet technique: state the price before the bonuses, not after. Every bonus lands harder when the audience has already processed the number they are paying.
Glossary
Terms worth knowing.
Tie-down
A rhetorical close at the end of a teaching point that forces the audience to affirm the principle just taught, typically through a rhetorical question. Used to lock a lesson in place before moving to the next point.
Open loop
A promise, question, or claim left deliberately unanswered so the audience stays engaged to receive the payoff. More retention-effective than transitions alone.
Mullet technique
A webinar close structure where the offer price is stated first and bonus value is stacked afterward. The order matters for how each bonus lands psychologically.
Conditional bonus
A bonus that requires the buyer to hit a specific milestone before they can redeem it. Functions as an incentive to act, a filter for serious buyers, and a testimonial generation engine simultaneously.
Relatability reset
A deliberate narrative move after heavy credential stacking that brings the presenter back to an early, humble moment so the audience can see themselves in the story.
1 problem 1 solution 1 sitting
A product creation formula that constrains scope to exactly one problem and one solution, delivered in a format completable in a single sitting. Designed to force shipping over perfecting.
“Being completely over, not getting fancy with it. Coming right out and setting it up here are the conditions in which I would like to sell you this thing.”
Rare honest description of how transparent selling actually works→ TikTok hook↗ Tweet quote
12:23
“Really good marketing is finding a way to align the reality with the perception not to pretend the reality is something that it is not.”
Quotable counter-narrative to typical guru advice→ IG reel cold open↗ Tweet quote
07:18
“Show not tell. Show as much as you possibly can. Tell as little as you possibly can.”
“I probably know you better than you know yourself. You are stubborn. And if I let you, you will quickly default back to your old habits.”
Confrontational and surprising from a sales presentation→ TikTok hook↗ Tweet quote
18:48
“The more risk you are willing to incur on behalf of your prospects, the more prospects you will turn into customers.”
Clean counterintuitive business principle, standalone→ Newsletter pull-quote↗ Tweet quote
The Script
Word for word.
Read-along
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metaphorstory
I wanna break down for you right now this webinar that I did recently that converted at over 30%. My name is Jason Fladlin. Everybody considers me the greatest webinar presenter of all time.
I certainly have the track record to show for it. You'll actually see the proof inception style in this, but let's break this down. When you start any webinar, you wanna hit the ground running.
You gotta do something to hook people in, get them excited, and it's even better if it's kind of off kilter, like what's gonna happen next? I've never had a frame of reference for a webinar starting like this before, so that's what I try to do if possible. And in this particular case, I do this with a true false quiz.
So in and of itself, that's interesting, automatically creates interaction, which is really powerful to use on a webinar, but it does something very subtly underneath of it.
Every question attacks an objection. So one of the questions is you gotta be good at marketing to sell info products, and I give them an answer.
So the answer helps them understand that you don't have to be an expert marketer, but marketing does serve a function for info products. So people are generally in one of two camps I've noticed. They're either all expert, no marketing, and they don't make any money, and they don't help anybody, or they're all marketing, no experts, and that's a problematic challenge that only a psychopath, a narcissist, or a sociopath would be okay.
Hey, let me sell something that isn't very good. So I'm helping them already kinda right fit. I don't have to be an expert marketer, but there is a style of marketing that I can learn and apply very easily, and I don't have to be an expert, by the way, for an information product to be published either.
And I will demonstrate this. This is what's exciting. If you have something really powerful that you can show on a webinar, which is what you should aspire to, then you can make bigger claims.
The bigger the impact you can make, the bigger the claim that you can proceed it with. And what's exciting about webinars as opposed to other types of advertising is we get approved the claim in the webinar. Traditional sales is I'm gonna make a claim, you gotta buy the product, and then hope the claim gets proven.
So I'm gonna lay the foundation that they can learn the style of marketing if they're not good at it that I'm gonna show them. They don't have to be an expert. There's a way around it, and in fact, in some cases, it's better to not be an expert.
I handle the objection of, hey, there's all this free information out there on YouTube and on podcast, and so on and so forth. How it's an itch that creates more scratching, and the fact is that the info business is a 148 times larger than it was when I started, which was back in 2007.
So I'm getting people excited about that. All the good product ideas have been taken. I hook into the recency of AI at the time, which is a really hot thing.
And then the last thing here is true or false, speed is more important than ever when it comes to cashing in an enormous profits waiting online for you to claim as rightfully yours. This is very powerful what I'm doing here. I have learned that in almost every single market that you can interact in, people prefer a small win by tomorrow as opposed to a bigger win six months down the road.
So most training, most teaching, most education, most anything is this massively delayed gratification.
Yeah. I get it. That's how most of the world works, but it doesn't always have to work that way.
I'm on a pursuit. I am looking for that whale, that Moby Dick, if you will, on where is there a case where there can be instant gratification, and I proved that in this webinar, and I demonstrated, and that's what we've done here.
We've set it up, and this is a really really important slide here. This is open loops. Open loops create retention better than anything else that you could do from a technique perspective other than just be interesting.
So interesting is the most important thing, and open loops are the second most important thing. So I say on this webinar, you discover how to create a specific kind of high quality info product in less than two hours that automatically attracts buyers and sells well even if you suck at marketing. Here's the intended response to this that I anticipate my audience will have.
They'll say, that's not even possible. I can't imagine that could ever be true, but on the off chance, the one in a million that it might be true, I'm gonna stick around to see if he can prove it, and that creates the subtle frame.
If he can prove it, I'm gonna be very open to buying whatever he sells. And in fact, I lean right into that. I say my promise, I'm gonna give you this, and if that's the case, then I hope you invest in what I offer at the end.
For most people starting off, the easiest way to sell something is to tell people I want to sell you this thing and here's what I'm going to do for you first before I sell it to you. Being completely over, not getting fancy with it, Coming right out and setting it up, here's the conditions in which I would like to sell you this thing.
If we meet them, then you're gonna be excited to know what this thing is I wanna sell you. If we don't meet them, then please don't ever entertain the idea of buying anything from me. That's the subtle frame that's created there and that's really really powerful and people are already like, oh, I wonder what he's selling.
I can't wait to see what he's selling. Now we do definitions. Never assume that your market knows something that is key to them getting a benefit out of what you're teaching.
So I define here what's an information product, then I show why information products, and this is where you can hit the benefits. I don't spend a whole bunch of time on this. One thing you'll notice on this webinar is one point per slide is the ideal.
I don't do that as much on this webinar as I do on other webinars because the price point for the product that we're selling here is $499. Now I wanna show you how I introduce myself on this webinar.
Whenever you're selling a webinar, you gotta have the who am I and why you should listen to me. I try to spend as little time on it as possible. What is the fewest things I can say that can have the hugest, like, oh my god.
If there's anybody to listen to on this topic, he or she is the person to listen to. I started and frame it with, I've created over a 100 information products over the last fifteen years. I was a millionaire before 30, multimillionaire soon after.
I've worked with multi billion dollar companies. I did the biggest internet marketing launch in history, and and then I show this testimonial from Alex Hermosy here, the guy who sold more books on offers than anybody credits me with the single best course he's ever seen on offer creation.
That's really powerful, and that's about the real time of how I spend introducing myself. The thing about a webinar people don't get is your best proof element of who you are and why somebody should listen to you is being interesting. How you captivate somebody.
How you can show them that you are the real deal and you've thought about their problems more than they have, and it shows how you address them and communicate with them will do far greater than anything you could put on any number of slides. Now people overcompensate that by putting too much on slides, and I get it.
I have some of the most compelling insane proof if you think about it because Zoom brought me in. I did the biggest launch. Alex Hermosy is probably the hottest name in the space right now.
I have a testimonial from him on the topic. I get that you probably don't have that. I used to not have that either.
So but you gotta think about the different ways you can show your proof elements, so they can have the biggest impact with the least amount of time, and it just really kinda clears the air. Okay. I get it.
He's the expert, so I should really pay attention. That's what you're shooting for here. Now what's really cool here is I've built myself up to this massive thing, which makes me completely unrelatable to my audience.
So I have to bring it back to reality. And I say before you make millions, what turns your life around is the first dollar you make, and I show the first product I ever sold. I have the screenshot.
Show not tell. Show as much as you possibly can. Tell as little as you possibly can, meaning that the less slides that have all words or if you're making claims, the more you have visuals on those claims, the better.
And now I get them very excited. There's also the implicit expectation that if you continue to follow along, you can turn a small amount of success into a large amount of success just like I have done. And then I give them the formula.
One problem, one solution, one setting product creation. Now when I reveal the formula here, I don't go immediately into teaching it. You wanna get buy in with whatever you're gonna teach before you teach it.
Get people leveraged to have tension around it, so they're excited to learn it. So they say, come on, please, please, please show it to me, and then we'll have more impact when you do show it to them. And so I set the framework.
I go, if you got a month to create it, you probably won't. If you got a week, if you got a weekend, the product needs to be done when you sit down and when you stand up, it's finished. That's the paradigm that I'm working on in this webinar right here.
And notice I don't just say it, I romance it. Now, so I come back to the first product again. One of the things that you'll learn the more you do this is it's better to take a concept, slice it up, and then give it out in chunks throughout the webinar.
Since it's a long form media, what you do is you find ways to unfold the story. You really have multiple story threads running simultaneously, and you're putting this piece of the story in here, that piece of the story in there, that piece of the story in there.
So this is a callback. They've seen the screenshot before. Now I'm adding a little bit more foundation to it.
Before, I didn't tell them the name of the product. Now I'm showing them the name of the product. I give them the anatomy of the product, and I get them excited about them.
I show them the results about that. I get them pumped up because I I say on this slide here, I say, even if I didn't get better and I had a whole lot of room to get better, I knew if I just repeated the same thing over and over again, it would completely change my life, completely change my finances. And that speaks to the customer because anybody who's really attending a webinar has a low self worth related to whatever they're tuning in for.
And so they think whatever you're gonna do, they can only do one tenth or one one hundredth of it. So they're thinking worst case scenario, and you're selling best case scenario.
So I'm always trying to calibrate to worst case scenario even reading their mind, hey, but you're Jason, so you have some superpower that us mere mortals don't. Now this is an interesting thing too, because I could have told this story earlier on the who am I, why am I telling you this section, but it goes back to what I'm talking about of slicing and dicing content and putting it out in puzzle pieces.
So this is where I tell the story that, yes, in fact, I was a rapping monk. And now I tell a little bit more about my story, the personalization of it. You don't become a monk because life's going well, it's because things are very hard.
You show where you came from. You show what it took to get there, and you relate it back to the audience. And now I challenge the audience a little bit here.
It's always important to challenge the audience. The person that just caters and patronizes to the audience is not gonna get as big of an impact as the person that challenges. So I say you need to have some ambition, you need to have some focus, you need to have some desire, and I'm asking for commitment.
I say are you up for that? Once you combine that with this thing, now I unpack a little bit further. I've introduced them to this concept of one problem, one solution, one sitting.
I've now repeated it a few times, and now I add to it presented in step by step format, sell it at a low low price. Here's what's interesting about this. This flies in the face of everything else that they've been told from every other guru.
I'm telling them to sell the things super cheap and not to be concerned with maximizing profit right now and being totally okay with leaving some money on the table because if you try to dress it all up, it never gets done. That's my whole point. My other point is all the money is in the existing customer list.
It's not in the new customers. But see, most other people don't wanna tell them that because they're afraid that would stop the sell. I'm using that to my advantage.
People can see themselves more easily selling a really cheap product. And as a marketer who's super successful, I'm telling them to sell a really cheap product. It's very interesting to them, it gets more poor in a way they normally you wouldn't get.
And then I introduce a testimonial here of a person, I show the testimonial and I and I point out to them something very interesting which is paragraph two, I said I've already had the idea of what I wanted to do for as long as two to three months but never got around to doing it. And I know subtly there's so many people on this webinar that feel the same thing, that they have this great idea inside of them, and they just can't figure out a way to get it out.
So I'm showing them how this formula will get it out in the easiest, simplest form, and then if it's valid and people like it, then they can enhance it, they can go further with it, they can do a whole bunch of stuff with it. But right now, we wanna take something that's inside of them that they're not making money with and get it outside of them so they can make some money with it.
And again, this is always going back to mind reading. What is the person thinking when I'm telling this? What is the potential objection, excuse, or limitation that they would push back on?
And they're scared. Hey, well, if I try this and it doesn't work? And so I frame that to them that, hey, if it sells well, great.
If it doesn't sell well, great. Because you can use it as an asset, you gain the experience, it can be a lead magnet, it can be a bonus, and if it does okay, great, because you can stack a whole bunch of okay's together and still have life changing income. And now they feel very comfortable, I've depressurized the process.
It doesn't have to be great, which gets them off the hook, and it isn't great, that's the reality. Really good marketing is finding a way to align the reality with the perception, not to pretend the reality is something that it isn't because I know not everybody's gonna create a product that's gonna sell well, and I'm flat out telling them, but I'm telling it to them in a way that they will not stop them from doing what they know that they wanna do.
And then this is where we break it down, some do better than others, some flops, some do okay, a few are huge home runs that can change your life. If you wanna stack the deck in your favor to influence having more home runs, then these are the four most important things. Now watch how quickly I teach them each of these four things.
Here's the first thing, better than free. I give them a definition. Try to give a definition of what you're gonna teach in one sentence.
I give them a juxtaposition. So in this particular case, the point is if they did it on their own, it would cost them more money than if they paid you for your information product. And again, notice there is some interaction, which is the better deal?
I'm asking the audience that. Do this, and it will literally cost them more to not buy your product. This is called a tie down.
So you make the point, they get it, and then you tie it down so they completely understand it, and then that's it. So literally, this is a good framework if you're teaching something. Introduce it, give an example, tie it down.
Great way to teach tactics. And now look at the second one here, pain before gain. And I show them before you saw the plan to heaven, provide the path out of hell.
So this is why it's important. And then again, juxtaposition. Isn't that interesting?
Who's likely to spend more? Joe who wants a wider writer's smile, so a better tomorrow, or Jane a crippling toothache, the pain of today? And I get them to tell me.
People will buy much quicker and at much larger prices to get rid of an existing pain. That's a tie down. Three slides.
So why it's important in this particular instance, juxtaposition, tie down. Instant gratification.
This is the third thing. This is really cool because it's sort of meta. I'm teaching instant gratification, and I'm leaning into it further.
Smaller results sooner, better than bigger results later, and here's a big money making secret. Now this is where I spend a little bit more time. Sometimes if you have a really cool thing or if you wanna set it up, it's okay to spend a little bit more time for the dramatic effect when you reveal the point.
So big money making secret, you can take any how to book, gut most of the content, hone in on one thing, offer an immediate win. Now I show. I don't wanna just tell.
If I have a really powerful point, it's better to show it. So here's a book, 384 pages.
Within this book that I personally bought, there's a single page. More specifically, there's four steps on this page. It was an immediate game changer for me.
I want you to imagine a scenario now and look at the juxtaposition again. Do people want a history lesson for $11 that takes eight hours to consume, or would they prefer to buy a product that's 10 pages long, takes less than twenty minutes to read, and is about the same price?
What's easier to sell? What's easier to create? So this is juxtaposition with an interactive device there.
And this really makes people feel comfortable and justified, because I know right now the skepticism of if I create these one problem, one solution, one setting products, are they really valuable? They're very thin, and people have trouble differentiating between quantity and quality.
So this is how I help them see that with this example, and then hyper specific. The more you tailor solutions, so this is the definition again, right?
I show them my example here, and then I show them other examples. One is a product e class student.
One ties back to the earlier example of me being a monk. And then I tease them with this new concept, which is just I find very interesting. I say these people make thousands of dollars per month selling live roaches on eBay.
They would make tens of thousands of dollars teaching others how to do it as well, and that gets people excited. So I didn't tie it down in this sense because I'm immediately gonna move into the close. I say regardless if you're an expert of renew, this is the best way to do that.
And now I show an example of a testimonial who took the course. I show another example of a testimonial who took the course. I show a third quick example.
I show a fourth quick example, and then I start to close. Now this is a famous close. I've taught this to a lot of people and it works in almost really any scenario where you're selling information.
I say, could go on and on. I people just like you did it. Does that mean you can do it?
And then I say, no. I say, probably not, to be specific. And this is a great pattern interrupt because people are so used to being pandered to when they're sold.
I can do it, you can do it. They did it, you can do it. So I wanna do a fake out.
I want people to feel like they got it and then say, well, hold on. You can't do it. So I'm creating tension.
I'm actually creating a problem, which then I have a solution for. This is the transition from content to close here. I say if we part ways right now, would you go out immediately, set the world on fire with your newfound product creation skills?
Doubtful. So I'm leaning into it further because the reality is I know no matter what training I could give them in forty five to sixty to seventy five minutes or even ninety or a hundred and twenty minutes is not going to change habits. It's silly and absurd that people pretend that such a thing actually exists.
So why not affirm the truth in the most impactful way possible? You'll get the deepest rapport. And I say, probably know you better than you know yourself.
You're stubborn. And if I let you, you will quickly default back to your old habits, which are not making the money that you deserve. And then I say, that's why I won't let that happen.
So I've now positioned the fact that I'm selling them something, a useful thing, which it is. It's crazy. Why would you sell something to somebody that isn't a useful thing?
And if it is a useful thing, why would you not let them know that? I don't under anyway, I said that's why I won't let that happen. You need me in your ear more than today if you're truly gonna take what I showed you on this webinar and turn it into piles of cash.
I like to take a very straight up approach if you haven't noticed this at this point in time. People wanna make a bunch of money. Yeah.
They wanna change the world. Yeah. They wanna help others, but the nub of it is they have a small bank account, and they want a large bank account.
So I call it as it is very directly, but I'm also calling in the sense that they won't form a new habit or a new behavior pattern on one webinar. They need repetition. They need support.
They need additional help beyond what I could just give them freely one session, one time. And I say best of all, if you don't quickly make twice your investment with my product creation secrets, I'll give you double your money back. So now I'm teasing an interesting part of this offer.
Better than money back guarantees are some of the most effective ways you can sell anything, and they're very rare. Almost nobody does them. Yes.
I get it. It's hard to figure one out. There's risk involved for you if you do it right because if your product sucks, you may end up paying out more money than you took in, so start small and test on a very small scale.
The more risk you're willing to incur on behalf of your prospects, the more prospects you'll turn into customers. So I'm using a double your money back guarantee in this instance.
And I'll show you what that looks like more here in a bit. And then I introduce the product. Now the interesting thing is this is five point o, which I'm not a fan of.
People like new, tried and true, even established, and all that good stuff.
It's harder to sell than a brand new thing. But the reality is I've been doing this training in some way, shape, or form now going on fifteen years. So there's something to be said about the longevity of this course.
And this is the fifth version that I've taught from the ground up. And we released this a little bit earlier this year in 2023. So product declassed.
Now look at how little time I spend on what's in the course itself. And then look at how much time I will spend on the bonuses. I introduced the product, but I don't immediately dive into it.
I set the stage so somebody could understand how great the product is with this slice of life story. I say, here's where I got started. In this little shed here in Coral Ville, Iowa, where my living room was my office, was my bedroom.
I couldn't fit both a desk and a bed in there, so I slept on the floor. So I'm telling them a story about me and a time I had to make a sacrifice. And they can now step into those shoes and see themselves having to make a sacrifice of time and money in order to better themselves.
And the story continues. What made the difference is when I had my first big investment to work with the right mentor who gave me no other option but to succeed, and I wanna extend that beautiful gift to you as well. So I showed them that it's a really smart idea to pay somebody else to help you even if the payment is a lot of money and it's painful to make the payment.
I put myself into their shoes. I remember the first ever high ticket course I bought. It's a $2,000 course, And the guy I was working for at the time was painting houses.
I called him up because I didn't have a credit card to charge it on, and they had no alternative method. I said, hey. Come over to my shed in Coralville, Iowa, which he did.
Put it in there, and I'll pay you back. I'll write you a check. That's how I had to buy my first course.
That was the position I was in, and I didn't have a bed. This time, I did sleep on the floor. And then now I show what's in the course.
I explain what it is, so I have one slide that kinda gives the snapshot overview of what it is. I break down each session so it has a sexy headline, has a a couple really powerful bullet points, and a screenshot of one slide in the course.
And I do the same thing with session two. This one has only three bullet points. Session three, same thing.
Session four, just two bullet points. Session five, and there's all our sexy title, one or two to three to four to five bullet points, one cool imagery from within the course itself.
Same thing with session six. In this case, I use a proof element. Usually, it's preferable to use proof elements attached to it.
So a sexy title, couple bullet points, reason why it's a bonus, proof element, tie it down in terms of how valuable it is with a price anchor. It should be this much.
It's yours free. That's the best procedural way to do bonuses.
Since this product is lower ticket, it's only about $500. I don't even go that far. Although reviewing this now, I think maybe I should.
And then here's session seven. Same formula. So we blow through that.
It takes maybe three minutes to give them the whole spiel on here's what it is, here's what it does, and here's what you get, here's how you get it. And that's this slide here.
And then I start to do the price drop. Price anchoring basically is you start at a high thing and then you lower it to a very low thing.
I think it's somewhat cheesy, but every time I've not used price anchoring, I've converted less than when I have used price anchoring. So I use it. So how much successful people have made 5 figures, so charging 5 figures would make sense.
When I do my in training seminars, they cost $5,000 about.
Notice the proof element. Normal price to the public is this, and if you look at it, this is not a pitch to sell product e class to you here today. This is just showing you how the sausage gets made, and it is.
That is the regular retail price. If you can get on one of my webinars in the rare few times or an affiliate webinar where we run these, then we do run time limited offers. Every webinar should have some special offer to it.
It should have some sort of discount and some sort of additional bonuses, the best way to do a webinar. So I give them a time limited special offer, in this case, $99.01 time or one ninety four three installments.
I try not to use the word cost or pay. Sounds and feels better if it's $4.99 1 time or $1.94 3 monthly installments. And then you do your first call to action.
And then, in my opinion, is when the real selling starts. Because I then start to build on the bonuses. So we put the price up front, put the value in the back.
We call this mullet technique. Offer and price short in the front, bonus in the value long in the back.
And now check out this bonus stacks. So bonus number one, a 101 killer product topics. The purpose of this bonus is to eliminate the objection.
Well, gee, Jason, I don't know what to sell. I don't know if I'll ever come up with an idea. And so that is the primary and sole purpose of this bonus is to kill that objection.
Bonus number two, AI product creation secrets. And so because AI is the hottest, coolest thing right now, you should have some sort of bright shiny object in your bonus package. For no other reason than it would be inconspicuous in its absence.
This thing must not be fresh and must not be cutting edge if he has this huge omission in it that everybody else is talking about. So that's bonus number two. Bonus number three, marketing software secrets.
This shows them all the tech that they would have to use in order to sell a product online, and people are so weirded out about the tech. It is a huge objection. So this is another objection killer.
Now, we don't tell them the platform and the software outright. We don't say, hey, use Kartra. We will show you step by step how to use Kartra.
And the main reason why is because in the future, we might change that. So it's better to be flexible here, and then have to go back and redo every single thing that built up to it. But we're positioning it as we'll show you exactly how to run the technical stuff.
Bonus number four, templates. These are just sizzle. It's the icing on the cake.
It gets people excited because it shows them how they can do things that are normally hard very easily. So this is to take in additional resources like sales templates, bullet point templates, interview question templates, content cheat sheet as a template, given it to them. I could have just shipped it in the course, but it's cooler to pull it out and make it its separate thing.
Bonus number five is a nice bonus technique that you can use. My friend and alumni in my mastermind, my $20,000 mastermind at Driven, Rachel Miller is her name, and she has a course that she doesn't really sell it anymore, but it retails for $9.97.
So she's not out there pushing it and trying to sell it, but the course is that's what it cost, and it's really good for traffic from an organic social perspective, which I don't do and I'm not good at. But I can now put that in here. So this helps them see themselves yet another way for them to get traffic above and beyond.
Because otherwise, they think if I can create an info product but not get traffic, then I'm screwed and they won't buy. So third party bonuses, and I don't have to pay anything for this. Just work out a deal.
Hey. Can I include it in? In this case, she says, yes.
She just wants the exposure. What a cool way to get a bonus. That's bonus number five.
Now here's the the real big bonus. It's resell rights to three of my So then I can say 100% of my people who take product e class have a product.
And I mean, I don't ham it up and really lean on it and push it, because I feel like that would be deceptive, but the idea here is is these are valuable because people can see themselves using the marketing techniques even if they don't create their products on products that I will give them, and they are super high quality products.
I don't show them anymore because we change them, and we add more from it from time to time, so from a scalability perspective. But back in the day, I used to show the products, then I used to show the funnels as well.
So they get the products and they get wholesales funnels. And we also position it as this is good practice for you so you can go through the ins and outs of setting up a product online before you even create your first product. So it's a very sexy bonus.
And then bonus number seven, this is called a conditional bonus. It's always nice to have a conditional bonus because then you can offer something even more outlandish than what normally you could on a bonus. And this is a consult with me, And they have to sell $10,000 first before they can book a consult with me.
This is a great way to get testimonials, by the way. So if it helps incentivize people to be successful, and then when you talk to them, you learn their story and can use it as a testimonial later.
Very powerful stuff. And then I always link bonuses on webinars. They're exclusive.
So if you went to the main website, you would see it cost twice as much for the product, and it doesn't come with any bonuses. This is they get a half off, and they get all these bonuses. Call to action slide always should have one when you do a webinar where you, at a glance, if you could only have one slide to show everything that you sell, this would be it.
Notice the biggest font on here is the URL they would go to. That URL is not functional anymore.
That was for a a private webinar that we did for a client. And then the double your money back guarantee. So when they go to the URL, we have all the details listed.
It's super easy to comply with the guarantee. It's like create a Google document, document what you do for that day, do that for sixty days straight.
And then if you haven't doubled your money back, we'll give you double your money back. And if there's one other condition, you actually have to set up a product and do a test payment to verify that somebody could purchase the product.
I'm talking ridiculously low barrier of entry. Because often what separates people from success or not is the first step.
Most people just psychologically can't commit to that first step. So the doubling your money back guarantee helps conversion, obviously, because it reduces risk, but it also, if you do it right, increases people's success, which is why I love a double your money back guarantee.
In this case, we have the regular guarantee on top of that as well. So if for any reason none at all, they want their money back, they can get it. And then we talk about support, which kinda lends into people feeling like, yeah, well, what if you promise that you'll give me my money back and then disappear?
So this kills that feeling right there. One more kind of inspirational shove into the buy button, which is like, look at how big this is.
You wanna get in on this? And then I frame it as, well, look what I've done. I'm your guide.
I'll get you there. And then this is something recently. So for Alex Hermosy's book launch, he paid me $25,000 to consult with him.
And then back to the call to action slide. And then what we do from here on out with live webinars is we just handle objections, and we answer questions, and we'll spend another hour or two or three in some instances, depending on how many people are on the webinar.
Now we have an automated version of this as well, and that works really good. And what we'll do in that instances is we know kind of the general questions people ask, so we'll answer that, but we don't pretend, hey, Sarah said blah blah blah. None of that nonsense or goofiness.
We just go more impersonal. Here's some of the things that you may be thinking that could influence whether you would say yes to this or no to this.
So here's the first thing, and then we would talk about that and speak extemporaneously on that. But this is a great webinar for most people to model, I feel, because it's so straightforward.
There's not a lot of moving parts to it, and I think
The Hook
The bait, then the rug-pull.
Most webinar advice is theoretical. This one is an autopsy. Jason Fladlien, whose launches have moved over a quarter billion dollars, walks through a presentation that closed at over 30% slide by slide, mechanism by mechanism, naming out loud every psychological move his audience never saw coming.
Frameworks
Named ideas worth stealing.
07:18model
1 Problem, 1 Solution, 1 Sitting
Create an info product that solves exactly one problem, offers exactly one solution, and is completable in a single sitting. Sell it cheap. A forcing function for shipping rather than perfecting.
Steal forFirst product creation, lead magnets, trip-wire offers
23:29concept
The Mullet Technique
State the offer price upfront, then spend the rest of the close building value through the bonus stack. Order matters: putting price before bonuses changes how each bonus lands.
Steal forWebinar close sequence structure
13:21model
Introduce, Example, Tie Down
State the principle
Give a concrete juxtaposition or visual
Ask a rhetorical question that forces the audience to affirm the principle
Three-move teaching sequence that locks tactical points in place. Works for any claim that needs to stick.
Steal forTeaching any tactic in a sales or educational presentation
03:34concept
The Transparent Selling Frame
State the conditions for purchase before selling: if I prove X, I hope you invest; if I do not prove it, do not ever buy from me. Converts the close from a persuasion event into a mutual agreement.
Steal forWebinar promise slide, VSL opening frame
26:49concept
The Conditional Bonus
Require the buyer to hit a milestone before redeeming the bonus. Functions as an incentive, a buyer filter, and a testimonial generation engine simultaneously.
Steal forHigh-tier bonus on any info product offer
CTA Breakdown
How they asked for the click.
VERBAL ASK
23:29product
“$499 one time or three monthly installments of $194 at producteclass.com/theplan”
Price anchored at $4,995 in-person rate, then dropped. Mullet technique used. Double-money-back guarantee eliminates final risk objection. CTA slide repeated three times.
A five-category breakdown of fifteen spoken-language patterns — swapping direct claims for questions that get the listener to convince themselves — pulled from a track record of $100M+ in sales.
A single continuous talking-head breakdown of eight offer-design moves — from price anchoring to status signaling — pulled from launches that sold $9.8M in eight days and $57.9M in 226.
A 16-minute numbered-rules breakdown from a man who has done $57.9M launches and consulted billion-dollar companies — no sponsor, no filler, just nine earned principles.
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