The argument in one line.
A webinar's job is not to teach and then sell -- it is to move someone from suffering to committed before the offer appears, so the only remaining question is whether they do it alone or with you.
Read if. Skip if.
READ IF YOU ARE…
- You sell anything through a live or recorded presentation: course, coaching, software, or service.
- You have run webinars that convert reasonably but lose audience before the pitch starts.
- You want a sequenced skeleton you can map your existing content onto, not a philosophy lecture.
- You are building a first webinar and want a battle-tested framework before you improvise.
SKIP IF…
- You are looking for traffic or funnel mechanics -- this covers the presentation structure only.
- You already have a converting webinar and are optimizing at the margin; the 14 steps are well-known in the space.
The full version, fast.
The 14 steps are not arbitrary -- each one does a specific psychological job. The introduction (steps 1-4: hook, pain, tease, excite) loads urgency and desire before any teaching begins. Positioning eliminates the why-you objection; the paradigm shift is the one reframe that makes mechanisms feel inevitable rather than optional. Mechanisms are capped at 3-5 inputs and taught with a four-part formula. Commitments are extracted at every mechanism so the audience has already agreed to change before the offer appears. The transition bridges teaching and selling with a sixty-second recap and a two-choices frame. Bonuses get more airtime than the core offer, and every bonus must kill an objection, demonstrate value dramatically, or function as a proof element.
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00:00 – 01:07
01 · Hook
Attention that pre-sells demand, not just interrupts; hook influences every downstream asset
01:07 – 02:53
02 · Pain
Lead with the nightmare before the dream; address false beliefs, limitations, and excuses first
02:53 – 03:48
03 · Tease
Open loops written backward from finished content; increase retention and desire simultaneously
03:48 – 04:52
04 · Excite
The pot of gold: outcomes the audience obsesses over; gains layer on top of pain relief
04:52 – 06:24
05 · Position
Establish unique qualification for this specific promise; eliminate the why-you and why-now objections
06:24 – 10:00
06 · Paradigm
The one reframe that turns a limitation into an advantage; heavy use of analogies; where content truly begins
10:00 – 13:56
07 · Mechanisms
3-5 vital inputs taught in four parts: what it is, why it matters, what is involved, how to use it
13:56 – 15:32
08 · Commitment
Micro-commitments after every mechanism; move audience from intrigued to committed before the offer
15:32 – 17:54
09 · Transition
Sixty minutes in sixty seconds recap; two-choices frame bridges teaching to selling without whiplash
17:54 – 19:27
10 · Offer
Brief core presentation (2-4 min max); what it is, how delivered, proof shots; set up for bonuses
19:27 – 20:27
11 · Price
Anchor stack: internal value > peer value > market rate > normal price > webinar-only price
20:27 – 23:52
12 · Bonuses
More airtime than the core offer; each bonus kills an objection, demonstrates value, or provides proof; save best for last
23:52 – 25:10
13 · Risk
Money-back guarantee plus other risk types; frame it as riskier not to buy
25:10 – 27:12
14 · Scarcity
Legitimate urgency baked in throughout, not tacked on; quantity and date limits always traceable to a real reason
Lines worth screenshotting.
- A hook must simultaneously increase attention AND increase desire -- getting attention without pre-selling demand is just a disappointment delivery mechanism.
- Lead with pain before gain: audiences come to a webinar because they are suffering, not because life is great and they want it better.
- Open loops are written last, after the full content is built, as backward callbacks -- not invented upfront.
- Positioning must make the audience conclude they either do it through you or they do not do it at all -- anything less leaves the door open to checking competitors later.
- The paradigm shift is not a reframe of the problem -- it is the moment the audience concludes their limitation is actually an advantage.
- Mechanisms should be limited to 3-5 vital inputs; the 80/20 rule means most results come from a tiny number of actions, and teaching more dilutes the aha moments.
- The four-part mechanism formula -- what it is, why it matters, what is involved, how to use it -- works because the how-to becomes obvious once the first three parts land.
- Micro-commitments are extracted after every mechanism, not only at the pitch; by the time the offer appears the audience has already agreed to change.
- The transition recap serves the audience (they forgot most of what happened) and the presenter (reorienting to delivered value makes it easier to ask for money).
- Bonuses deserve more presentation time than the core offer -- every bonus should kill an objection, dramatically demonstrate value, or function as proof.
- Save the best bonus for last; tease it before walking through the others so people stay engaged through the full sequence.
- Scarcity only works when the reason is traceable and legitimate -- artificial deadlines create an additional objection instead of removing one.
- Perception is more important than reality for the sale; reality is more important than perception for the fulfillment -- and fulfillment creates the perception that sells the next thing.
- The two-choice frame converts commitment into a purchase decision: they are already sold on the outcome, the only question is whether they do it alone or with you.
- One amazing insight beats a hundred mediocre ones -- a single genuine aha on a mechanism does more for conversion than a complete curriculum.
The 14 jobs your webinar must do
WHAT TO LEARN
Every webinar failure traces back to skipping one of these 14 steps or executing them out of sequence.
- A hook must simultaneously increase attention and increase demand for the outcome -- grabbing attention without pre-selling desire is just a disappointment delivery mechanism.
- Leading with pain before gain builds trust first; audiences believe you understand them before they believe your solution.
- Open loops (teasers) are most effective when written last, as backward callbacks to content already built -- not invented before the content exists.
- Positioning must make the audience conclude they either do it through you or they do not do it at all -- anything less leaves the door open to exploring competitors later.
- The paradigm shift is the hinge of the whole presentation: the one reframe that turns a perceived limitation into an advantage, and the true start of the teaching section.
- Mechanisms should be capped at 3-5 vital inputs; more dilutes aha moments and reduces both satisfaction and conversion.
- The four-part mechanism formula -- what it is, why it matters, what is involved, how to use it -- works because the how-to becomes self-evident once the first three parts land.
- Micro-commitments after each mechanism mean the audience has already agreed to change before the offer appears; the pitch is a logistics conversation, not a persuasion moment.
- The transition recap helps the audience consciously remember what they absorbed unconsciously, and reorients the presenter to the value delivered before asking for money.
- Bonuses deserve more presentation time than the core offer -- each one must kill a specific objection, dramatically demonstrate value, or function as standalone proof.
- Scarcity works only when the reason is traceable and legitimate; an artificial deadline creates an additional objection instead of removing one.
- The two-choice frame converts existing commitment into a purchase decision: the audience is already sold on the outcome, so the only variable is whether they pursue it alone or with your help.
Terms worth knowing.
- Hook
- The opening device that gets attention while simultaneously increasing desire and pre-disposing the audience to invest -- not just a curiosity gap or click-bait title.
- Paradigm shift
- A single reframe delivered early in the content section that causes the audience to conclude their perceived limitation is actually an advantage -- the moment everything changes.
- Mechanism
- One of 3-5 specific inputs that drive the majority of the outcome being taught; named for the 80/20 principle that a few vital actions produce most results.
- Micro-commitment
- A small, specific agreement extracted from the audience after each teaching point -- asking when they will use it, whether they see themselves doing it -- that builds yes-momentum toward the purchase decision.
- Two-choice transition
- The bridge between teaching and selling: framing the decision as do this alone or do it with me so the offer arrives as a welcome option rather than a jarring sales pitch.
- Open loop
- A promise of upcoming information left deliberately unresolved to increase retention and desire; teasers written backward from finished content.
- Anchor price
- The first number named in a price sequence -- set high so the final price feels like a steep discount by contrast.
- Yes momentum
- A sequence of micro-commitment questions designed so the audience answers yes five or more times before the offer is presented, lowering resistance at the pitch.
Things they pointed at.
11:00channelRussell Brunson
22:36channelAlex Hormozi
Lines you could clip.
01:34
“Wake them up from the nightmare before you sell them the dream, or provide a path out of hell before you show them the path to heaven.”
05:11
“How you position something is more important than the thing itself.”
09:42
“Perception is more important than reality for the sale. Reality is more important than perception for the fulfillment.”
13:21
“One really good insight is more important than 10 decent insights.”
15:19
“We want them sold on doing it. Now we just gotta determine whether they should do it with us and spend some money or whether they should do it on their own.”
26:38
“All scarcity absolutely should be true. You are an idiot if you use fake scarcity -- ethically, legally, pragmatically. Stupid, stupid, stupid.”
Word for word.
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metaphoranalogystory
00:00My name is Jason Flatham. They call me the best in the world at webinars, and I'll try to prove it to you today in this video here on YouTube. So let's break down the 14 steps.
00:09Step number one, hook. What is a hook? A hook is a way to get somebody's attention cut through the noise.
00:15A hook needs to not only get attention because you could just say free beer. Come here. Oh, now that I got you.
00:21That's a disappointment. We want hooks that both increase attention and either overtly or covertly increase demand, desire ownership.
00:31And so I'm thinking when I'm doing anything on a webinar, what's the one most powerful thing that I can do to draw in the widest number of qualified prospects and predispose them to want to invest in what I have to offer at the end of the webinar.
00:50So before I do anything on a webinar, I gotta come up with a hook. The hook will influence everything. They influence the introduction where you only get one chance to make a first impression.
01:00It influences the landing page where you would register to show up to the webinar. It influences the advertisements and the emails that would encourage people to go to the registration page to register and attend the webinar.
01:13You want a hook so powerful that people can't resist it. They'll stay up at night saying, I gotta know the answer to that. So a large portion of what I do on my webinar is come up and try to figure out what that hook is.
01:24So that's the first step. Step number two, pain. This is the thing I think I've contributed the most to in the webinar space in terms of how I do webinars differently than everybody else.
01:34I am a firm believer of or provide a path out of hell before you show them the path to heaven. People tend to come to webinars because they're suffering and they want to alleviate suffering.
01:49It's for the same reason they do therapy. Nobody goes to therapy saying, man, life is great. Let's make it better.
01:54They go to therapy because they say, life sucks and I want it to suck less. And so when I hook somebody, that just gets them to show up and that gets them to pay attention long enough so I can talk to them for a few minutes before they decide whether they're gonna stay on the webinar or not. And this is how we talk to them.
02:09We talk to them through pain. And so we address what we think are the limitations, constraints, excuses, and limiting beliefs that that market has. These are the pains that they say, I can't do blank because of an insert excuse here.
02:23I can't be successful because I can't concentrate. I can't get rich because I lack opportunity, time, money, belief, capability, etcetera, etcetera.
02:33So I wanna know in anything that I'm teaching on in a webinar and selling on, what are the false beliefs that people have that have real consequences that keep them stuck? Because in the introduction, I'm gonna bring them up right away. I'm gonna say on this webinar here today, I'm gonna show you how to deal with blank.
02:49How even if you have blank that this will not be a limitation if you understand how to approach it differently. How if you are thinking this thing is stopping you, think again.
02:58I'm gonna show you how we can limit that for you with this unique way of demonstration on the webinar today, so on and so forth. And that's the second thing is. So we hook them in and then we bring up the paint.
03:10Number three, we tease. So this is the gain portion of it. By the end of this webinar, you'll be able to do x.
03:16You'll discover how to do y. You'll know once and for all how to do z. You'll see unveiled right in front of you a, b, c, and d.
03:25And this is one of my favorite parts of the webinar to create because I create it last. I write all of the webinar first and then I go backwards and create little teasers of what's coming up.
03:34These are also technically known as open loops and open loops are a very effective persuasion tool because people, once they hear the beginning of something, they want to resolve it and get to the end of it. This increases retention on the webinar and it also creates more desire of I gotta know what that is.
03:52Number four, excite. Excite is different than tease. Tease gets them kinda almost agitated.
03:57Like, I gotta find out the answer to that. I can see that there's possibility here. But excite is really the pot of gold at the end of the rainbow.
04:03If you're able to follow this and if you're able to totally unlock the full potential, what I'll show you today, then these are some of the things that might await you in your future. These are the outcomes that they desperately desire. These are the things that they think about night and day and obsess over that they want more than just about anything in the world, and we put those in there too.
04:20So now we have the ability to look forward to the mystery of what's gonna happen on the webinar. We have the pains. These are what you're dealing with, so I have rapport with you, empathy that I can show you that I understand you, and the premise and promise of I will be able to solve these pains for you, so I'll be able to improve the pains and improve the gains.
04:40And this is what makes such an incredible powerful webinar introduction. It doesn't just relate to webinars. Every presentation that I do, I try to put some of that into it.
04:51Number five, position. This is where you have to position yourself as the person that is more qualified to help them with the specific promise that you're offering up on the webinar than anybody else on the planet.
05:04Positioning is so, so, so important. It is an overarching theme in every marketing campaign.
05:11How you position something is more important than the thing itself. So if you look at stand up comedians, where do they position their best material?
05:20They position it at the end. So they build up to it and then they reveal it. How do they set it up?
05:28They set it up. That's how. With a punch line is how they deliver it, but they can't just go to the punch line.
05:35There needs to be a set up first. And so this is you setting yourself up. This is you showing and juxtaposing how you're uniquely qualified to teach a very specific aspect that nobody on the planet can match.
05:48Because if you can pull off that position, then people conclude, I either do it through you or I don't do it at all. But until you pull that off, there's gonna be two pushbacks to anything that you teach.
05:58The first one is, I don't necessarily believe you know what you're talking about. And the second one is, yeah, what makes you special? There's 15 other people that I could go to instead, and I'll go to them later so I won't buy from you today.
06:10I'll just take whatever you have for free and that'd be the end of it. So positioning is very important. How can you demonstrate that you are qualified beyond anybody else when it comes to what you're teaching and showing and demonstrating on the webinar?
06:23Number six, paradigm. Paradigm is the, oh, this changes everything moment that you want your audience to conclude.
06:32Once they hear that, they have a massive shift of paradigm. Oh, what I once thought was a limitation is actually a huge advantage. That's a common trope of a paradigm that I use very often.
06:45Sometimes the paradigm is, normally, I wouldn't even allow you to consider doing this because it's not for you, but because of these weird circumstances that are not normal, it's kind of forced me to have to show this to you.
06:59And that's a really exciting paradigm because it's like, oh, I shouldn't be able to even do this, but because of this weird setup, now I can do this. When we started selling Amazon many, many years ago, the whole paradigm was obvious and this is why so many people did so good on it. We were teaching information product sellers to start selling physical products.
07:16That's a tough sell. But we are able to break that paradigm through by demonstrating for all of these people that had limitations related to, uh, information products.
07:26I'm not an expert. I don't wanna put myself out there. I don't know how to drive traffic.
07:29I don't know how to create conversion funnels and all that nonsense. Physical products are like, oh, we just have to rank on Amazon. So the big paradigm shift that we really pioneered was Amazon as a search engine just like Google.
07:40The difference with Google is you're searching for information. On Amazon, you're searching to purchase products, and there's a way you can rank brand new products on Amazon. It's easier to rank on Amazon than it is on Google, and it's so much more profitable.
07:55And that was a huge paradigm shift. We've had paradigm shifts in the funnel space where the paradigm is, listen, you could funnel hack everybody else's funnel to death, but if you don't have their proof elements and you don't have their offers and you don't have the other content to talk to specific audiences that are different than everybody talking to the same audiences, then you don't have anything.
08:17You have a pretty dress with nobody to wear it, essentially. So the was let's put the things in there for you that you can license and leverage so now you can have the best of both worlds.
08:28You can have a better chef and you can have better ingredients. So that is a paradigm. And if you notice, I use a lot of analogies, and analogies are super helpful in all forms of persuasion.
08:38They're extra helpful when it comes to the paradigm shift. When we got into the crypto space, we did it completely differently than everybody else did.
08:47So everybody else was essentially sell go to the moon, you know, get rich or die trying, and a lot of people died. We were showing that there's a different alternative path that wouldn't make you be able to fire your boss overnight, but it was a way for you to play the game so you weren't sitting sidelines, eliminate most of the risk.
09:05And, yeah, you're gonna top off a lot of the upside, but not all of it. And so you can dip your toes in the water, be relatively safe, experience a new type of investment vehicle so you're not left on the outside, and do it in a way that makes sense to you because it's not so foreign and different than what you're already used to experiencing.
09:24So that was the premise of how we developed that paradigm, and it shattered all sorts of records. And the good news is is it didn't put clients in a position that was ultra, ultra dangerous. So, you know, perception and reality and marketing perception is more important than reality for the sell.
09:38Reality is more important than, uh, perception for the fulfillment. Reality creates an enhanced perception for the next thing you sell. So it's good to be amazing at both perception and reality.
09:49But we have to sell perception. That's the only way we get people to buy and to try it out in reality. And the paradigm is what's the one thing that if they understood it would change everything?
10:01And so we focus on setting that up. That's where we start really the content portion of the webinar. Number seven, mechanisms.
10:09So the old eighty twenty rule that everybody knows, but nobody truly seems to understand is that a few of the inputs gives you a majority of the outputs. 20% of customers buy 80% of the stuff that exists out there, which makes the webinar really effective, by the way, because they go after the 20% by nature. Those are the people that are looking and will spend two hours on a topic topic to get just a small advantage out of it.
10:30That's your 20%. So when it comes to teaching any paradigm, there are generally three to five elements, three to five inputs that will get the output of that paradigm.
10:42So out of the thousands and thousands and thousands of things that are important, what are the vital three or vital four? That's what I try to hone in on.
10:51So if I can only teach these things and teach nothing else about the topic, could I get somebody reasonably successful?
10:58Could I get them the outcome that they desire? And that's what I focus on with every single webinar. I'm not a three secrets kinda guy.
11:06Uh, I'll leave that to Russell. I think secrets are kind of cliche, and at the same time, secrets can be limiting structurally.
11:13So sometimes my three things are a step by step process. Other times, they're not. They're just these are the considerations.
11:19Other times, they're the they're the components. Sometimes they are the secrets. I I don't really get too caught up on what is and isn't a secret.
11:26I just say, if I had to make a majority of people the most successful at this particular topic and there's only three to five areas I could focus on to teach them this, what would those be? And then that becomes the whole focus of the webinar content portion, the training portion. If you follow that, you will train better.
11:46Forget selling for a second. If you just chopped off the pitch at the end of these webinars and just did that for your training content, you would see a significant increase in satisfaction towards your content.
11:58Then once we teach the mechanism so it's essentially the formula for the mechanism. So this is like a, b, c, d. So on step a, a, c, d.
12:06We introduce each mechanism. We explain why it's important, why it's considered so valuable as an input. Then we define it, what it is exactly, and what's involved with it, then how to use it.
12:21And that's really important. We don't just say here's how to use it. Without the proper context, most people will be stuck.
12:27Doesn't matter what you teach them. They're not ready to get on the bus and go into that world yet. So more is important on here's what it is, here's why it's important, here's what's involved, and then how to use it.
12:39If you do those other things, the how to becomes obvious. Like, if you could tell somebody, hey. Sleep is the most important thing that you can do for your health.
12:47So let me just show you how to sleep. Forget even saying that it's the most important thing. You say, here's how you sleep better.
12:52Step one, you do this. Step two, you do this. Step three, you do this.
12:54You lost it. But if you really break it down and at first you set it up, out of all the different things that you could do to influence your health, there's one thing that you can do that is more important than everything else. It is the one thing more scientists agree on than anything else that ever exists.
13:07It's something that you have a dedicated portion in your house where you do this on a nightly basis, hopefully. It's called sleep. Now here's what's involved with sleep.
13:17And so you see what I'm doing here? And then you get into here's how you use it. And we teach each mechanism that way.
13:23Here's the first mechanism. Here's what it is. Here's why it's important.
13:27Here's what's involved. And here's how to use it. And we try to not get too much into the how to.
13:33One really good insight is more important than 10 decent insights. One amazing I got this is more important than a 100.
13:43Yeah. That's pretty cool. So we want ahas.
13:46We always want these ahas in these different mechanisms that we're teaching. We want ahas in the paradigm.
13:51Number eight, commitment. We should be doing micro commitments throughout the webinar, but we want to get commitments on each one of our mechanisms.
14:00So we show the first mechanism, then we say something along the lines of, so when are you going to commit to start using this to make a difference in your life? And the more specific you could get, the better.
14:10I'm just speaking in generalities here. On the second one, you would say, do you see yourself being able to use this right now for an effective change? The third one is, if you could do this and feel confident doing this, when would you first start doing this?
14:23And, again, I'm just making these up. These are just examples to illustrate the point. There are significantly better tie downs, and the more specific you get a tie down is just another way to get commitment.
14:32Here's what I'm showing to you. Now let's tie it down to make sure you got it and you're committed to following through with it. Otherwise, you could teach till you're blue in the face.
14:39But if you don't get commitment back, you probably ain't gonna make change. This is why commitment is so important. So I commit in multiple different points and times in the webinar.
14:48I get commitment. I get massive commitment though when I show the full, here's the paradigm, here's the mechanisms, here's what it looks like high level, here is all of the moving pieces. Now that you've seen it all, what are you gonna do with it?
15:01And that's when we get a very specific commitment that they're gonna be able to use this. The goal in any webinar, if you're really doing it right, is you get somebody to the point that says, I'm absolutely committed to doing this.
15:12And then the question becomes, do I do it by myself and spend time only, or do I do it with you and spend money? That's where we want the person to be at. We want them sold on doing it.
15:23Now we just gotta determine whether they should do it with us and spend some money or whether they should do it on their own. And that leads us to number nine here, which is the transition. Uh, it it is tough to go from teach, teach, teach, teach, teach to sell.
15:36Those are two different contexts. And so if you don't have a bridge that you build between one to the other, it will be jarring when you switch. It'll be like a doctor Jekyll and mister Hyde.
15:47Hey. What the hell just happened there? I'm freaked out all of a sudden right now.
15:50And so it's kinda tough for a lot of people to make a transition. And so I recommend what you do with a transition is you call back to all the cool amazing things that you have done thus far up until the webinar.
16:02This does two things. One, it helps people remember consciously all the cool stuff because they forgot most of it anyway. Unconsciously, they feel really good, but conscious they're like, don't remember most of the stuff that happened.
16:12It's also good for you because it reorientates you to all the value you've provided, which should put you in a good mood. Look at what I've done for these people without asking anything in return, and that puts you in a really conducive state to sell. So recap.
16:25Call it sixty minutes and sixty seconds. We run back through the last sixty minutes and in sixty seconds. So so far on this webinar today, you discovered this, and I showed you this, and remember when this happened, and can you believe that now that you understand this, you could do?
16:37Boom, boom, boom, boom, boom, boom. And that's the first portion of the transition. And the second portion of the transition is this, was your time worthwhile on this webinar today?
16:44Did you learn stuff you didn't know before? Can you see yourself doing things you didn't know you could do before? These are micro commitments.
16:50So we get that yes momentum as I like to call it. Yes. Yes.
16:53Yes. Yes. Yes.
16:54And then we do the two choices. Now this isn't the only one.
16:57I got like 15 different ways to do all of these different things that I'm talking to you about here today. I'm just giving you examples of each of these. My favorite transition is so if we parted ways right now and you were left to your own devices to go off and do this on your own, it would be a worthy ideal to pursue if that were your only option, but it isn't.
17:15There is another option. There is an option where we could work together, where I could have a vested interest in your success, where I could arm you with every great resource I have to give you an advantage when it comes to blank. And I chose the second option.
17:29And when you're gonna see it, you're gonna get very excited and be glad that I did choose this option. Here's what it's about. And that's the end of the transition.
17:36So we have framed you wanna talk about positioning. We have positioned the offer so magnificently as this great service that we've undertaken on behalf of the person so they're not left only to do it on their own.
17:49They can, and we've equipped them with enough insight on the webinar at that point that they certainly could go off and do it on their own. But it doesn't have to be their only option. So this how we juxtapose it.
17:58And then we go into presenting the offer. And that's step 10, offer. Now I have a controversial take on this.
18:05Everybody disagrees with me, but I make more money than all these other webinar folks. And so I think I'm right. Is an offer has two major components to it.
18:13It has the core and it has the bonuses. The core is what they pay for and the bonuses are what they get for free. And in every really killer offer that I've ever designed or consulted on for other people, we spend far more time on the bonuses than we do on what they pay for.
18:26So we wanna position, there's that word again, position the offer of this is the thing you pay for. And I want to show them as little as possible of what they pay for before I ask them to pay for it.
18:38And then I wanna show as much as possible of all the cool amazing things that they get for free. So generally, the flow of the offer goes like this in terms of the product, what I'm selling. Here's what it is, the name generally.
18:50Here's how it's delivered to you, the mechanisms, like what's involved with it. Is it modules?
18:56Is it physical components? Is it software? So on and so forth.
18:59High level. Right? Here's what it is.
19:01Here's how it's delivered to you. Here's what's involved with it. Here's how awesome and amazing it is with some very quick proof elements and some wow kind of money shots as I'd like to call them.
19:13Look at this thing. Look at that thing. Look at this thing.
19:15You're gonna get all this stuff. This is gonna help you with this. This is gonna help you with this.
19:18This is gonna help you with that. But I'm not spending more than two to four minutes most cases on here's what I'm offering you today.
19:28And that's the first part is the core portion of the offer. Now we go on to step 11, which is the price. And I wanna link price to the core portion of the offer.
19:36So I don't spend a whole bunch of time on that as I've discussed, and then we immediately go into the price. So we start with the anchor. Here's what it's worth to me.
19:43Then we go one down. Here's what it's worth to other people that I showed this to, and then we can go one down. Here's what other people would charge for this, and it would be okay because the value would be there.
19:54Then you go down. Here's what I normally charge for this, and then here's your special deal because you showed up to this webinar here today. So for the next x number of hours, days, or whatever, you can get it for this.
20:06So this is you start high, you end low. It's cheesy. Does it work?
20:10Works very effectively because it takes the least amount of effort for somebody to understand what the true value of the thing is. And then we do a call to action.
20:18So go here now to sign up for it, to get it, or whatever. Know? Go to example.com/yes or some URL that you can very easily say out loud and people can spell.
20:28And now we're really gonna actually be in a position to start to sell because anything that is a significant investment that's not an impulse purchase, people are programmed. A majority of them will say no the first time they see anything. And so we have to get the no out of the system.
20:43We also have helped them understood that the value is related. This is what you're gonna pay for, and now we're gonna spend a whole bunch of time on the bonuses, which is step 12.
20:52So here's what you're gonna get for free, exclusively. Ideally, make them exclusive, so they're not available anywhere else. They're only available with this package, and you can't buy them anywhere, but you can get them for free if you act fast enough when you go to blah blah blah.
21:06Now the bonuses are beautiful because they're like spotlights. So bonuses, there's a whole bunch I could talk to you about bonuses. I'm not gonna get into the weeds today.
21:14That's a YouTube video for another time. But a bonus should ideally do one of the three things. It should kill an objection.
21:21So if somebody says, oh my god. This program looks amazing, but it takes so long, you have some sort of shortcut bonus that can get them there faster, a cut the corners bonus.
21:32Or if they're really, really worried about, man, there seems like I have to invest in a lot of stuff. You have the shoestring bonus. We're gonna specifically focus on how to do this if you don't have more than two nickels to rub together.
21:43Right? So those are killing objections. So that's one of the things that a bonus can do.
21:47Another thing that a bonus should do is just some dramatic demonstration of some amazing value that you can offer to them. There should be some of that in the course as well, but it should also be pulled out and put into a bonus that can be dramatically demonstrated.
22:01So when somebody sees that in just a few seconds, they say, oh my god. I gotta have that. That thing is freaking cool.
22:09And so that's a second bonus. The third bonus could be around a proof element. And so you show how good something is because you validate it with a result.
22:17So if you have some really good results, you should churn those into bonuses themselves. So I could create a bonus on webinars of how I got over 200 people to spend $5,000 to buy a digital product that they already owned.
22:29So if I was teaching on webinars or I was teaching on persuasion, I could do that and that would be my proof element. If I was selling something to coaches or consultant, I could do a bonus specifically around how I got Alex Hermosy to pay me $25,000 to help him with his big book launch that happened on YouTube recently, at least when I'm recording this, and that could be a bonus.
22:48So you want to consider either kill an objection, have a dramatic demonstration, and or have a killer proof element around it.
22:58Doesn't even necessarily have to be yours. If you can license something from somebody or interview them and use their proof element as a bonus, those are way that you can make bonuses really incredible and attractive. And we typically want five to seven bonuses.
23:11I like seven as long as they're really amazing. And we want to have a high retail value associated to those bonuses that far exceed the price of what they'll pay to get the whole package.
23:23And they should be so cool that people would buy the whole thing just to get one of those bonuses. Save the best bonus for last.
23:31Start with the second best bonus, and then you can tease that. Like, so far, you've seen all these bonuses, but I've saved the best one for last. And even before you start introducing the bonuses, when you sign up, you're gonna get these special exclusive bonuses.
23:41I'm gonna show you a lot, and just so you know, hang in there because the very best one I've saved for last. But let's check it out. Here's the first bonus.
23:48Boom. And then you start talking about these bonuses, and you typically will spend two to four minutes per bonus. And you should do a call to action after each and every bonus.
23:56So now that you've seen bonus one, doesn't it make sense for you to go to example.com/yes and get signed up right now? And in addition, when you go to example.com/yes to get signed up right now, you're also gonna get and then you introduce bonus number two.
24:07Now step 13, risk. Interesting. Lucky 13 risk.
24:10Friday the 13 risk. I don't know how it plays out that way. Risk should be sprinkled throughout.
24:14A lot of these things, you should sprinkle them throughout. But if nowhere else, you wanna put it in after you show them everything, you you know, here's the core offer, here's the offer, here's the price, here's where you go to get it, here's the bonuses if you act fast enough to get it, and then here's the risk involved.
24:28And here's how we mitigate that risk. So you can do money back guarantees. You could address other risks beyond just the money in terms of time risk, in terms of other, uh, objections people may have, what the risk is involved, and why it's not actually a risk, or it's more riskier not to buy the thing than it is to buy the thing.
24:43So you wanna spend a lot of time here focusing on risk mitigation very specifically. Extra credit if you do better than money back guarantees, which all of our biggest campaigns have.
24:53But the whole purpose of it is some portion of your webinar after you've made your offer has to focus very heavily on what's the risk involved, and here's how it's not actually a risk.
25:03Here's what we've done to deal with that risk on your behalf, and that's number 13. And then step number 14 is scarcity. Now, it's not something you just tack on to the end.
25:13It's something you also sprinkle throughout. As you've noticed, I I talk about exclusive bonuses. It's better to have bonuses that people can't buy anywhere because then there's scarcity related to those bonuses.
25:23Those bonuses are attached to the offer, and the offer expires at a certain period of time. Some of your bonuses may be extra exclusive. They may be quantity limited or date limited for reasons that are ideally beyond your control.
25:38Hey. I was only able to talk to this vendor over here. He wasn't able to give it to everybody cause that would be insane cause it's like a $2,000 piece of software, but he did say that I could give it to the first 100 people that invested.
25:49And that's very powerful scarcity. So you'd put that in the bonus, which you would also remind that at the end, you would emphasize that, that fear of missing out.
25:58You have to these days because there's 6,000,000,000 offers that somebody can pick upon. So if there's not some urgency to make a decision, then the default is to make no decision. So we wanna put those in place.
26:08We wanna have a reason why for the scarcity. It can't just be like buy now or this bunny's gonna get shot. Right?
26:14It's gotta be, uh, legitimate. It's gotta be believable. It's gotta make sense.
26:20It's gotta be like, oh, yeah. It it it can't create an additional objection. So when we launch group coaching programs, the scarcity is very obvious.
26:27I start training and coaching on this day. So the bus leaves. So if you're on the bus, you're with us, and if you're waiting there, we gotta go at some point in time.
26:34We just can't sit around and wait for everybody. And that's a really powerful scarcity. All scarcity absolutely should be true.
26:40You're an idiot if you use fake scarcity ethically, legally, pragmatically, all of the above.
26:47Stupid, stupid, stupid. So find ways to make scarcity legitimate and then really hammer it home because it is the strongest motivator for taking action that exists on planet Earth.
26:57But that's the 14 step process. For webinars. I could spend days and days and days upon it, but if you need a quick start and you wanna go somewhere, just go down this list and make sure all of these 14 components are in your webinar and let me know your results, I'll see you on the next video.
The Hook
The bait, then the rug-pull.
The claim lands in the first ten seconds: world's best webinar presenter, no hedging. What follows is 27 minutes of evidence -- a step-by-step dissection of the same sequenced framework behind some of the highest-grossing product launches in direct response history.
Named ideas worth stealing.
10:00model
The 4-Part Mechanism Formula
- What it is
- Why it matters
- What is involved
- How to use it
The sequence for teaching each of the 3-5 core mechanisms; skipping the first three makes the how-to land flat.
Steal forAny tutorial, course module, or sales presentation that teaches a process
15:32model
Two Choices Transition
- Do it alone (with what you now have enough to do)
- Do it with me (the offer)
Frames the pitch as a logical continuation of commitment already made. Audience arrives at the offer already sold on the outcome.
Steal forAny transition from teaching content to making an offer
20:27model
Bonus Trifecta
- Kill an objection
- Dramatic value demonstration
- Proof element (results-based bonus)
Every bonus must do one of these three jobs. Bonuses that do none of them are filler and dilute the sequence.
Steal forOffer design for any info product or coaching program
19:27list
Anchor Price Stack
- Internal value
- Peer validation
- Market comparison
- Normal price
- Webinar-only price
Starts high, ends low with a legitimate reason. Takes the least cognitive effort for the audience to understand the value.
Steal forAny price reveal in a sales presentation
How they asked for the click.
VERBAL ASK
27:12next-video
“Let me know your results, I will see you on the next video.”
Soft close with no hard CTA URL -- YouTube tutorial; meta-CTA is to apply the framework and return to the channel.
Visual structure at a glance.
