The argument in one line.
Offer architecture and objection engineering are the two variables that decide whether a webinar converts, and the highest-paid practitioners treat them as a system, not as afterthoughts bolted onto content.
Read if. Skip if.
READ IF YOU ARE…
- You run webinars or live presentations and want to understand why some closes generate millions while nearly identical content generates nothing.
- You have an existing offer but your close rate stalls after the first wave of easy buyers.
- You want to understand how guarantee structure, bonus modality, and objection sequencing each independently lift conversion.
- You sell a program, course, or coaching product and want a repeatable close architecture.
SKIP IF…
- You are looking for traffic or lead-generation strategy -- this is entirely about what happens after the audience is in the room.
- You want a beginner introduction to webinars -- this assumes you already run them.
The full version, fast.
The content of a webinar matters far less than the offer and objection handling around it. The talk covers a five-part offer sequence (core, price, bonuses, risk, scarcity), a bonus strategy built around modalities and objection-killing, a conditional guarantee that outperforms money-back on net profit, and a Validate-Reframe-Close framework with 53 named closes. The final third is a live pitch to the room closing around 30 percent at 2497.
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00:00 – 05:18
01 · Cold open and credibility
Host introduces the speaker. Authority established: 32 seven-figure webinars written, 57M launch record, 9.8M affiliate record in 8 days, consulting paid by Alex Hormozi and Zoom.
05:19 – 09:35
02 · Two things that matter most
Offers and objections. Best webinars converted despite mediocre content because the offer section was elite. Webinar structure diagram introduced.
09:36 – 14:30
03 · The five-part offer
Core, Price, Bonuses, Risk, Scarcity. Buyer emotional sequence. SAOBA formula. Timeline with minute ranges for each section.
14:31 – 20:30
04 · Price sequencing
Price goes before bonuses. Results-Compare-Normal-Special anchor. Getting the first wave of buyers is only a C+.
20:31 – 36:00
05 · Bonus architecture
Modalities multiply value. Objection-killing bonuses. Free-with-purchase scarcity. Proof in the bonus section. Back-end monetization, third-party software deals, blind bonuses.
36:01 – 41:30
06 · Risk and the better-than-money-back guarantee
Conditional guarantees outperform unconditional on net profit. 60-day documentation double payback. Double bind. Eight-step advanced risk framework.
41:31 – 52:00
07 · Objection mechanics
Validate-Reframe-Close. 53 universal closes. Footprints close live. 17 intro objections with 8 proof elements in under 3 minutes. Transition objection flip.
52:01 – 1:02:54
08 · Live close
Pitches GOAT Webinars plus consulting plus training programs plus software. Retail value over 24k at 2497. Hard deadline at lunch. Claims roughly 30 percent conversion.
Lines worth screenshotting.
- The offer architecture is what converts a webinar -- not the content, not the delivery.
- Put the price before the bonuses, not after. Anchoring on price first then layering bonuses shifts the buyer from cost-focus to value-focus by the close.
- Better-than-money-back guarantees appear in fewer than 0.1 percent of webinars analyzed yet consistently outperform standard refund policies on net profit.
- Bonuses built to kill specific objections outperform generic bonuses. Over half the bonuses in top-converting offers are engineered to answer one named objection.
- Modality diversity multiplies perceived bonus value. Six different delivery vehicles feel like more value than six of the same type even when the information is identical.
- Intentionally planting objections in the content section controls which ones the audience holds by close time -- more effective than addressing whatever surfaces.
- Third-party software bonuses can cost the presenter nothing: SaaS vendors pay to acquire customers, so delivering qualified buyers is worth offering a free software tier for.
- A conditional guarantee requiring documented daily actions runs a double bind: those who comply succeed; those who do not comply do not qualify for the refund.
- The transition from content to offer is itself an objection moment. Flipping pitch-resistance into gratitude for the offer removes a barrier most presenters never address.
- Risk section timing: 15 minutes to four hours. The most successful promotions ran webinars where most of the time was spent on objections.
- Running two webinars to the same audience was unusual enough in 2010 to feel like a breakthrough despite being obvious in retrospect.
- Proof inside the bonus section is where most presenters forget it. Showing the invoice for a bonus is more persuasive than stating its dollar value.
The offer section is where webinars are won or lost.
WHAT TO LEARN
Most webinar presenters spend the majority of their preparation on content and almost none on offer architecture -- yet the offer section is what separates presentations that generate millions from ones that produce mediocre results.
01Cold open and credibility
- Credibility in a sales context is demonstrated outcomes the audience can verify -- leaderboard screenshots, wire transfers, named clients -- not titles or claims.
- Framing a presentation around two variables instead of a comprehensive system creates a cleaner promise and a more memorable thesis.
02Two things that matter most
- Some of the highest-grossing webinar presentations were technically poor as content -- they converted because the offer section was engineered precisely.
- Placing objections in the intro and transition means the offer section arrives into an audience whose resistance has already been pre-empted twice.
03The five-part offer
- The core offer should feel like the natural next step after the content -- the mechanism for applying what was just taught, not a separate product.
- Scarcity belongs throughout the offer sequence as a flavoring agent, not saved as a single deadline at the close.
- Each offer section has a corresponding buyer emotion: core creates desire, price creates a value judgment, bonuses create urgency, risk removes the cost of being wrong, scarcity collapses the decision window.
04Price sequencing
- Anchoring on a personal-value number before stating the product price makes the actual price feel small relative to outcome, not to other products.
- The audience that buys at the first price reveal is the easy ten percent. The next eighty percent need the bonus and risk sections.
05Bonus architecture
- A blind bonus adds one to two conversion points purely through curiosity -- no additional production cost required.
- Bonuses free with purchase shift buyer attention from the purchase decision to the free thing, which is psychologically easier to want.
- Monetizing bonuses on the back end through continuity programs and software upgrades turns the bonus section into a revenue channel separate from the front-end sale.
06Risk and the better-than-money-back guarantee
- The actual risk a buyer faces is not the purchase price but the time, opportunity cost, and adjacent spending that follows a failed attempt. Naming that larger risk reframes what the guarantee is protecting.
- Better-than-money-back guarantees require defensible conditions -- the speaker estimates six hours of construction across three sessions.
- A conditional guarantee requiring daily documentation is self-selecting: compliant buyers do the work that produces results, so success rate rises and refund rate falls.
07Objection mechanics
- Validate-Reframe-Close works on any objection: validation disarms defensiveness, reframing gives the buyer a target, closing connects that target to the purchase.
- Having 53 named closes available means each objection can be met with a purpose-built response rather than an improvised one.
- The intro objection script makes the first sale the buyer agreement to stay open-minded -- every subsequent proof element lands on a primed audience.
08Live close
- Closing experienced sellers requires acknowledging their complacency directly -- naming their likely objection and reframing the gap between good and elite as a financial number.
- A hard deadline tied to a real constraint creates authentic scarcity -- the constraint is verifiable because the speaker explains why it exists.
Terms worth knowing.
- Modality
- The delivery vehicle for a bonus or product. The same information in five modalities creates more perceived value than five copies of the same type.
- Objection alchemy
- Turning natural buyer resistance into a structured set of objections the seller controls, pre-empts, and resolves before the audience surfaces them.
- Better-than-money-back guarantee
- A guarantee where, if the buyer follows specified actions and does not reach a stated result, the seller pays more than the purchase price back. Creates a double bind.
- Seven plus or minus two
- The psychological principle that a person holds five to nine pieces of information in working memory at once. A seller who seeds exactly that many objections controls which ones the buyer can raise.
- Blind bonus
- A bonus whose contents are not revealed, only its outcome is described. Curiosity drives measurable conversion lift without proving value upfront.
- Validate-Reframe-Close
- A three-step objection handling sequence: validate the objection as reasonable, reframe it around a desirable outcome, then close on that reframed outcome.
- Price anchoring
- Establishing a high reference price before revealing the discounted offer price, making the actual price feel smaller by comparison.
Things they pointed at.
04:10productGenius Webinars 2017
09:35book100M Offers by Alex Hormozi
03:06productASM Amazing Selling Machine
03:50productWholesale Formula by Dylan Frost
Lines you could clip.
07:26
“I will buy despite, not because of, you.”
12:26
“I make more sales when people run out of excuses to not buy than have reasons to buy.”
14:21
“The best sales pitch in the world is not a webinar. It is your product.”
14:13
“When you quit is when I take your customers.”
34:42
“Free is the most powerful word you can use in your marketing.”
Word for word.
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metaphoranalogy
00:00Here's what I want you guys to do. I want you to stand up, and I want you to help me welcome to the stage by far one of the best people when it comes to sales psychology webinars and selling, as he says, one to many.
00:12Ladies and gentlemen, Jason Fladleyn.
00:21Oh, come on. You guys are too kind.
00:26Whoo. One to many. I think somebody just did a launch, like, to many challenge.
00:30You guys see that? Good. You didn't see that.
00:33Right? Because that's my shit. Offers and objections.
00:38These are two things that matter more than anything else in your webinars. At me, at Instagram, I just started doing this stuff. I made millions of dollars.
00:44I got thousands of followers. That's fucked up. We gotta fix that.
00:49Okay? I got sixty minutes to spit as much game to you as I possibly can today. Is this 50 on the on the on the confidence monitor.
00:57Can we get that sixty? Would that be I I can't do this for fifty. I got I got a I might be selling something today.
01:06So I need those ten minutes to close the smartest people in the room. It's about 40 of you.
01:12The rest of you aren't smart enough to buy, but maybe the 40 of you in the room are smart enough to buy. So I gotta do that too. So we'll see if I can do it or not.
01:20I'm gonna teach you fill in the blank formulas. I'm gonna show you bonus hacks, I'm going to give you copy in case closes, I'm going to turn objections into alchemy, and give you the greatest sales sequence ever.
01:30And don't try to take pictures of these slides. You won't be able to. I have over 200 slides here today to go through.
01:38Okay? You want the slides? Come up to me.
01:41I'm a nice guy. I'm handsome. I'm charismatic.
01:44I'm witty. And I'll give them to you. Alright?
01:49Now where these secrets come from in brief? I went through 32 different 7 figure webinars I wrote in the last sixteen years. If you know somebody who's wrote more than $32.07 figure webinars, let me know.
02:00I will pay them whatever money I have to to learn from them. But I don't think anybody else has. Now, Joe McCall, is he here?
02:08Are you here? Two years ago, I forgot about this. In a drunken stupor, he says, hey, Jason.
02:13If you put together your best webinar slide decks, I would pay you a gigantic pile of money for that. Right? He's like, I totally forgot about that because then I did it, and I didn't follow-up and sell you.
02:24Sorry. I will fix that here today. Okay?
02:29I ran and pretty much masterminded and ran point on the biggest launch in Internet marketing history, $57,000,000 from scratch in two hundred and twenty six days. Daniel Hall, Ashley Armstrong, they were part of the team that made that happen.
02:41We all kicked some ass together. Yeah. Yeah.
02:43Yeah. Yeah. We did that, and then we did that with $400 in advertising.
02:49Yeah. Stupid, actually. Like, if we would have spent money, I think we could have made more, but I'm a fuck up in more ways than I'm brilliant.
02:56I'm brilliant at a few things, and I'm autistic at the rest of my life. Okay?
03:01So I do what I can with what I can. Right? So Onek was telling about ASM.
03:06This was the biggest promotion, ASM five. We did 9,800,000 in eight days, or as I prefer to say, we did $7,000,000 more than second place.
03:14That makes me feel a little bit better about that. That's why they kicked us off the leaderboard. They said, here's the first prize.
03:20You get it. Now bow out of the competition. Now I remember I was really pissed about the Kiyosaki deal because they're like, Kiyosaki's gonna do bigger numbers than you because he has 4,000,000 followers.
03:30We had 40,000 followers. Right? When we did the plan, we had 200,000 followers.
03:35So we're putting up numbers without Tony Robbins style 2,000,000 people opting into a launch. I know how to get a lot out of a little. And I remember being so pissed off about what they said about Kiyosaki that I'm like, I'm gonna help Onek beat him just to prove it wrong.
03:48I'm petty like that, just like Onik is petty like that. Right? One of the things I told Onik is a stupid idea, but it works so well.
03:54As I said, if one webinar is good, just do two webinars to the same audience. So sell them this way.
04:01If they don't buy, then sell them that way. I don't know. It just seems to make a lot of sense to me, but nobody was doing that back then.
04:06We were doing three webinars. Card open, card closed, and somewhere in the middle. And this kinda helps.
04:11I'm gonna give you some secrets from that. You might know this guy. His name's Alex Hermosy.
04:15He pays me for consulting to help him with his offers and with his webinars. And so these secrets have been battle tested in varieties and different situations.
04:24Zoom themselves have brought me in to help them, and they're a billion dollar company.
04:29So I think I kinda maybe can do a little bit of cool stuff here today. You know what I want, though? What do I want?
04:39You guys say sales. Right? I want money.
04:42More important than the money, I want the results. I want you to say a year from now, two years from now, six months from now, sixty seconds from now, I learned this thing from Jason. I applied it.
04:52It made me a big amount of money, and then tell me about it. Is that fair? K?
04:57I've had people literally make over a $100,000,000 with my stuff and not tell me about it. It makes me sad because I'm like, am I really that good?
05:06I don't think I'm that good. I need your testimonials so that way I can continue to have this big ass ego that I have.
05:13Alright? Because I'm kind of a big deal. Alright?
05:19My focus today, offers and objections. These are the two things that matter the most when it comes to webinars. The rest is just details.
05:25This is the two things that matter the most. Now, why do I say these two things matter the most? Here's the quick story of why.
05:31This guy on the right, his name is Dylan Frost. He runs a program called the Wholesale Formula. I write and deliver the webinar for it.
05:38I'm the spokesman. It's a great business model. I do it two times a year.
05:42I deliver the webinar. I make a gigantic pile of money, millions of dollars. He makes millions of dollars.
05:47We're both very happy. Dylan says to me, If I get this guy to promote you, will you do a new webinar training program? This guy being Jeff Walker, one of the finest human beings to exist in this business, product launch formula creator.
05:59And I said, yeah, I'll do it because I'm eight years overdue. Because the last webinar program I ever bought or created before that was Genius Webinars, which is really good, but it's eight years old.
06:10I could fill six more books up in the time that I learned from 2017 when I created this product. So I said, okay, let's do it.
06:19Jeff agrees, Jeff promotes. And I said, if I'm gonna do it this time, I'm gonna go back through every single webinar I've ever written in my life, find every technique and every strategy that I can, and put it in this training program.
06:31So I did what's called a hard target search. You ever seen the movie The Fugitive? He goes, we're gonna look at every penthouse, every outhouse, every warehouse, every doghouse until we find the greatest webinar alchemy that's ever existed.
06:42That's what I did. It was miserable. I hated life for fifty hours.
06:48But when I was done, oh my god, I got some game.
06:53I got some knowledge. And what I discovered was two things became more clear to me than ever before. Some of these things I did unconsciously, they became conscious.
07:01My best webinars were the ones where I crushed the objections, and I crushed the offers.
07:08I became convinced as I was looking at some of these webinars. Because some of these webinars that put up millions of dollars, I was looking at them, like, these fucking suck. I'm like, they're not very good.
07:17I'm like, I I didn't know how to speak at a fifth grade level. I was speaking like a college professor, and I was making all these weird intellectual and obtuse arguments.
07:25And I'm like, this is stupid. But then as long as they got to the offer, it didn't really matter what I said before then. They're like, this offer is so good.
07:34I'll buy despite, not because of, you. And I'm like, oh, it's just it's the objection, stupid. Right?
07:40It's it's the economy, stupid. That's why presidents get elected. This is how products get bought, offers and objections.
07:46I've coached more people on webinars at a higher level than anyone on the planet, and I realized this. No one does what I do with objections. I will prove that to you.
07:55For example, 17 objections in the introduction?
07:59Most of you don't even address 17 objections in the entirety of your webinar. I'm just getting started. Right?
08:04I intentionally create objections in the content. You know what's the best objections to close? The ones that you set up in advance.
08:14So you ever heard seven plus or minus two? So psychologist says you can hold seven bits of information in your mind at once plus or minus two. The smarter ones can hold nine.
08:22The dumber ones can hold five. Right? K.
08:26How many fingers am I holding up? If you can see five. Okay.
08:29Good. What about now? Nine?
08:31Some people will still say five. Like, okay. We know who's who.
08:35So if I can give you the five to nine objections to hold in your mind, I can control the objections you have in your mind. And if I have the best answers to those objections and you can't object to other things, I win.
08:46So this is the kind of stuff that we do. Transition, I actually create objections before I go into the sale. K?
08:52What's the natural state of being when somebody hears an offer? Like emotionally, physically, how do most people feel when they hear an offer?
09:01They're resistant towards it. Yeah.
09:04So I just create the resistance for them. And then I crush the resistance. So I don't try to fight the resistance.
09:11That's what rookies do. I agitate the resistance. I take the natural state they're gonna be in anyway, and I amplify it.
09:19And then boom, I close. Close off of that. We'll talk about that.
09:22Right? And then when we close, this is the offer. What to speak of how we deal with objections in the offer, which is what our focus is gonna be on for the next twenty ish so minutes.
09:32So this is the best selling book of all time, On Offers by Alex Hermosy. Sold over a million copies. And it's an interesting book because before he wrote this book, he sent me this text message one day, and it goes like this.
09:42He says, Jason, Alex Hermosy here. You may not remember me. This is how long this goes back.
09:48But you changed my life. He says, you came up to us, and you said, when it's easy is when you go hard. So if you ever heard him reference that in his social media, that's what happened.
09:57I said, when it's the easiest you can ever make money is when you should work the hardest. Most of you got it twisted. You work hard when it's hard, and then when it gets easy, you take a break.
10:07But that's where all the momentum is. But then he goes on and says something else that I find fascinating. He says, I just stumbled upon your webinar course.
10:14This was genius webinars, not goat webinars. And he says, it's the single best course on offer creation and persuasion. And I've milked that testimonial ever since.
10:27Because if this if this best selling offer author on planet Earth, if he says, I have the best thing for it, kind of a kind of a good point that he's making there.
10:40Right? And I think I've done better since then, but, you know, that was old news. That was 2018.
10:44The world goes on. But he said offer creation. He pulled what I taught about offers, which was one section of webinars, generalized it to all of marketing, and sold a million books.
10:59Insane. And he learned it from me. So would you like me to teach you a better version than what I taught Alex?
11:06Yeah. Yeah. And then when one of you son of a bitches write another book that sells a million copies, just fucking dedicate it to me.
11:13Okay? I mean, Alex quoted me in this more than anybody else, which is nice. Every time he sells 10 books, I sell one book, so I can't complain.
11:21But hopefully, you can outsell Alex with this. Offer has five parts at the end of the day. The core, the price, the bonuses, the risk, and the scarcity.
11:28This is where it gets exciting because we break it down to its first principles, its simplest elements. When you make the core part of your offer in your webinar, here's what your audience should think. Woah.
11:39This will best help me do what you just showed me on the webinar. So this is the extension of the content. The course should be extension of the content.
11:47You spent forty five minutes teaching them something that got them excited, and then the core offers is this is how you best utilize and use what I just taught you. And that's what the core does.
11:56And then when you reveal the price, if you do it correctly, the person says, wow. What a great deal. Not, oh my god, that's a lot of money.
12:06They say, what a great deal. And then you drop the bonuses, and then you say, oh my god, now I must buy. I was thinking about buying before, but now I must buy.
12:14And then you show the risk, and they say, woah, it's actually more expensive not to buy. Big secret for you there. I make more sales when people run out of excuses to not buy than have reasons to buy.
12:26They say, shit. I can't I can't do it. It's gonna cost me more not to buy, and then they buy.
12:31And then the scarcity says, I must buy now. So they go, I should buy, I will buy, I must buy, and I must buy now.
12:42And that's how I think about it whenever I create an offer for myself or for my clients. You're taking pictures. Put that shit away.
12:48You're gonna miss out on the game. This is two d. This is three d.
12:53I want you to be immersive because I want your money or result? Both.
13:00Okay? We'll call it both. Right?
13:02Now if you were to put it on a timeline, timeline looks like this. Core price, bonuses, risk with scarcity sprinkled throughout, like judiciously, .
13:11K? Core, three to five minutes. Price, three to five minutes.
13:13Bonus, ten to fifteen minutes. Risk, fifteen minutes to four hours. I don't know how bad some of y'all wanna make money.
13:21Right after we did the plan, did the $57,000,000 launch, I get on with Evan Pagan. He's got this group of people, ballers, all of them.
13:28He said, Jason, get on. Tell them what you did for the launch that was so successful. I said, let me tell you what I did for the launch.
13:32Right? And then I explained to them how the average webinar was four to six hours long because the majority of it was dealing with objections. I'm And thinking the audience is gonna be like, thank you, Jason, for sharing this.
13:43Audience was like, oh, that sounds like a lot of work. I'm like, fuck out of here with this.
13:50Right? Of course, it's a lot of work. Everything's a lot of work.
13:54There's just high paid work and low paid work, but it's all work. And then I thought about it again.
14:00I say, you know what? Good. When you quit is when I take your customers.
14:06So please keep thinking that because I'll please keep doing what I'm doing. When Onik and I are on a webinar battling out closes and my my business partner, Will, says it's not fair. It's not fair.
14:17A customer can't stand one good closer. You put two closers against their biggest excuse, it goes away just like magic. But this is typically the sequence of how we do things.
14:27You wanna break it down? K? Alright.
14:31Yes. Yes, please.
14:34K? This is some science for you. Most people don't get this.
14:37They don't realize this. I put the price up front in my offers. I don't put it at the end.
14:41If you're putting your price at the end, change that shit. I promise you, you will make more money. I promise you, you will make more money.
14:47If you read it later in a book that Russell Brunson wrote, remember it came from me first. Okay? But it will make you more money.
14:56I'm gonna give you one frame. I have multiple frame. If you have one tool in the toolkit, it only works for one job.
15:03I would rather have multiple tools in the toolkit because then I could handle multiple jobs. So this is just one frame that I could teach you very quickly.
15:12When introducing the core offer, story assumption overview breakdown access. Even though this, I think, is incredibly simple, I think it will be profound for some of you, then we can build upon it maybe later. Story goes like this.
15:23You were where they are. So you once were them. So they can see the journey at the beginning of the offer.
15:30And then the assumption is they will do what you did to get to where you are. What do they need to do as part of that to get to where you are? They need to invest.
15:42Right? Didn't you invest to get where you were at? Yes.
15:46K? Show me one person who didn't buy a course to help them get to where they are right now in this room. Did anybody in this room get success without first buying something?
15:55No. All of you had to buy something in order to transform. Sometimes you forget it, and then you can't close on it because you don't think about it.
16:02But I say what made the difference was when I made my first big investment to work with the right mentor who gave me no other option but to succeed, and I want to extend that beautiful gift to you as well. This is how you close. I said, what is the beautiful gift that I'm extending to them?
16:16What is it? My offer. Right?
16:20K? For the men in the room, which is like 99% of you, women, what what's going on? Represent here.
16:26You guys you guys get close to. Right? But let's just talk about the men.
16:29If you have a hot wife, do you hide her in a closet? You show that you show that woman off everywhere. I was gonna say something else, but my my wife would hear it if I did.
16:41Right? You show it off. You gotta treat your offer like a hot woman, or if you're a woman, treat her like a hot man.
16:48Right? I don't know. Treat her like Denzel.
16:51K? You gotta extend the GIF. And then you give them an overview.
16:54This is where people fuck this up. You if you can't sell your product in one sentence, you can't sell it in 10 slides. Now you will do both, but sell it in one sentence.
17:04Cause that will give that clarity. Write your pitch with one slide on it that sells your entirety of your product in a single solitary sentence, and then you run the breakdown.
17:13Breakdown looks like this. Three to five to seven components. You reveal all major elements of the core offer.
17:18This is the framework you can use. Headline, three benefits, proof, and future pace. Headline is what it is.
17:23Three benefits are the three coolest things that make it awesome. Proof, because if you say it, it doesn't mean it's true. So if I say Russell has learned from me, I should play a video of him saying I'm the greatest salesperson in the world.
17:36Right? And then future pace, what life will be like once they complete it. If you can bring the future into the present, it's as if they've already done it.
17:46That's what you should do when you sell. K? That's the element formula.
17:51And then you have access. I see people forget this every day. Your customers, if they can't visualize how they get your product, they're less likely to buy your product.
18:00Think of it like a kid underneath a Christmas tree at Christmas unpacking it. How do they actually get what you sell? How is it actually delivered?
18:10What are the logistics behind it? People miss this all the time. Now, this is boring.
18:14This is why we put this up front, to get it out of the way, but it's necessary. It's not sufficient, but it's necessary. And this is how you can introduce a core offer.
18:22And if you did it right, the audience is now dying. How much is it, and where can I go if I wanna buy it? And that's why we give them price next.
18:29Nobody can make a decision to buy something unless they first know what price it is. Until they know the price, they can't decide if they wanna buy it or not. That's why I put the price up front, so they can decide if they wanna buy it or not.
18:41And then we give them more reasons to decide whether they buy it after we give them the first one. But let's talk price. Again, many frameworks I could teach you.
18:52If you own all my stuff, then you have most of them. But here's the easiest one I can teach you right now. Results compare normal and special.
18:58So the results are your own results. So if I'm selling an info product, I say, hey, info products for me? If I'm teaching people how to create info products, info products to me are worth $4,000,000.
19:08That's a price anchor. $4,000,000. Then I say, I normally sell trainings like this if we were to do them in person for $5,000.
19:17Then I say, if you get it from the website, it's about a thousand dollars. However, if you act fast enough, sprinkle the scarcity in, you can get it one time for $4.99 or three monthly installments of $1.94. Anchor, 4,000,000 down to $1.94.
19:34That sounds almost free, doesn't it? That's how you price Anchor. 4,000,000 is where we started at, and then we ended at $1.94, And then we had the scarcity.
19:44Now do people buy here? Some of them buy. If you do what I just told you, pick up the first wave of buyers.
19:49Congratulations. You just got a c plus on your webinar.
19:55You you showed up. I'm happy. I'm happy for you.
19:58You made some money. Congratulations. But they ain't gonna roll off the red carpet for you.
20:02You ain't gonna keynote webinar con twenty twenty five yet. K?
20:08You get the buyers. Everyone else gets. Now 80% of winning is showing up.
20:12So when in doubt, pitch something out. That's not bad strategy, but we wanna do better.
20:18Do you wanna do better? Yeah. You wanna break records?
20:21Yeah. Alright. Good.
20:23Just don't break mine unless we're partnering together. Alright?
20:28The bonuses are what can make or break you when it comes to getting the extra sales that otherwise you would leave money on the table with. So every market looks like this. There's this ten eighty ten rule.
20:3810% will buy no matter what. They want it. You just happen to be there in front of them.
20:43They're like, it's a sign from God. Here's my money. 10% of them will never buy.
20:47You say, I don't want this Ferrari anymore. I'm gonna become a monk. Take my possessions away from me.
20:52They're like, I don't trust you, and you can't give a Ferrari away to some people. They just won't take it.
20:5780% of the market could go either way. They're bisexual. They're bitextual.
21:05I don't know. I I haven't worked that one out yet. Right?
21:07They will go either way. They will or won't buy given the right amount of information. And bonuses are one of the easiest ways to get them to buy.
21:14So let's talk bonuses. Lots of different ways you can use bonuses. Oh my god.
21:18There's so many ways you could use bonuses. I know more about bonuses than I know about core offers. I know more about bonuses than just about anything besides objections.
21:26So I'm gonna give you the quickest game I can give you in the limited time that we have here today. Modalities, objections, scarcity, and proof. Modalities first.
21:32Simple thing you can do to massively increase the value of any webinar offer that you ever make. What is a modality, Jason? A modality is the vehicle in which the bonus is delivered in.
21:44So if I sell you a car and then say, here's five more cars, how much additional value is that?
21:54No. Wrong. You should feel the shit.
21:58I'm kidding. Right? Thank you for that.
22:00I mean, you got one car. How many more cars you need? Maybe another one?
22:04Maybe another one. I mean, some of you rich assholes, you got, like, seven cars, and you only drive one of them. Right?
22:08So that's a vehicle. But would you rather have six cars or a car, a boat, a plane, a motorcycle, an ATV, a helicopter? Right?
22:18This is different vehicles. Each vehicle gets you from one place to another, but they're different experiences. What sounds better?
22:25What more sounds more valuable? Six cars or six different unique specific types of vehicles?
22:31When you give somebody multiple things, it multiplies the value. When you give them more of the same incremental at best, sometimes it takes away from it.
22:44If I have the best clothes in the world and I give you 360 more closes, you say, if that first close was so good, why do I need the rest?
22:51Right? Now you do need the rest. But the perception, if they're not understood, you could fuck up a cell that was closed.
22:58You could unclose it. So we wanted multiple modalities. So when I sold a s m five, when we did the $9,800,000, this isn't even all of them.
23:05This is just some of them. We have group coaching. We have a live event.
23:08We have software. We have video training. We have done for you.
23:11We have an app. We have a community. This could literally be the same thing, but just delivered in different vehicles.
23:17And they say, woah. I've never seen value like this before because they've never seen an offer like this before. They can't compare it to something else.
23:26They can only compare it to how well you sell it. So if you do nothing else, add multiple modalities to your offers. Second, create offer or create bonuses that kill objections.
23:37Over half the bonuses I create are meant to shine a spotlight on one key objection and just destroy it.
23:45So every one of you have customers who have this as an objection. How long does it take before I see a result? Yeah.
23:52It's like, oh, let me get on my crystal ball and predict your future. I thought, I don't know how long it takes. Jesus Christ.
23:57Right? How long does it take to make a baby? Right?
24:04Two minutes. Right? I mean, I would call that hyperefficiency.
24:09Right? I could turn any objection into a benefit. Alright?
24:13That's why we create a bonus. If it needs to be done fast because rents due by the end of the month and you ain't got the money, well, you're gonna wanna use bonus number one. And I always caveat it.
24:23I say this is not the best approach. You will cut corners. You will hate life.
24:27But if you absolutely, positively must get it done as quick as possible, if you must cook the baked potato in five minutes in the microwave, we got you. And they say, oh, I can no longer use that as an excuse anymore.
24:41Maybe I should buy. And then somebody else will say, well, Jason, what if I try this and I will and I screw it up?
24:48What if I mess it up? And I say, cool. I got eyes on you.
24:52So when you do mess it up, because you will, I will tell you, stop that. And then I will unmess it up for you. Right?
24:59And if by some small chance you actually do something right, I will encourage you, applaud you, and tell you to do more of that. And that's a bonus. The bonus is when you mess it up, here's how I will stop you.
25:09K? Ever seen those packages of peanuts that say warning may contain peanuts on them.
25:14Right? That's because some idiot somewhere messed it up, and they put the warning sign on it. Right?
25:19Hair dryer, don't use in the shower. Right? I will be that for you.
25:25That's the bonus. Alright? What if I can't get started?
25:28So most of your clients, this is the thing that stops them. Not getting the end result, doing the first step.
25:36So you offer them a bonus. My favorite bonus is a done for you just for step one. Two reasons.
25:42Reason number one, easy to fulfill. It costs me very little. I have to do all of it for them.
25:47I just have to do the first step. Reason number two, kills the objection. I can't get started.
25:52Of course, you can't get started. I know you can't get started. So I will break into your house.
25:56I will grab you by the neck. I will shove you in the shower, put water on your face, put the clothes on you, put you in front of the computer, and bang your head on the keyboard until it gets done. And they say, okay.
26:08I'll buy. Thank you. Right?
26:10That's the attitude. That's the objection. Okay?
26:15Scarcity and bonuses is the most powerful scarcity. You can't buy this anywhere else at any price. It's exclusive, and it's free.
26:25Is it really free? No. If it was free, they could get it.
26:31But if they buy a and get b for free, it's the greatest marketing of all time. Free is the most powerful word you can use in your marketing.
26:39Free has made me more money than anything. You can't have it, but you can get it for free.
26:46And they say, cool. They don't look about, I gotta buy this thing anymore. The focus isn't on buying.
26:51It's on free. I want free. Free.
26:55Free. Is this starting to make sense? Yes.
26:57K. This is where the money comes from. This makes sense, and it makes dollars.
27:02Alright? Proof. You should prove everything as much as humanly possible.
27:06You should treat your webinar like you're on trial for a murder you didn't commit, and you have 27 witnesses that can put you at the place that wasn't where the murder is at. And if I was your lawyer and I said, hey.
27:18Listen. You got 27 witnesses. Let's just call two of them.
27:21That should be good enough, shouldn't it? You'd be like, bitch, get out of here. Right?
27:25Fire my ass. Right? If you got 27 witnesses, use them all.
27:29Now, the one area where people forget this at most is in the bonuses. If they make a claim like, oh, this thing is awesome, you gotta bring the receipts. You gotta bring the receipts.
27:39So once when Russell Russell he acquired John Reese's Traffic Secrets that and he paid him a million dollars to acquire that IP.
27:48And I told him this. I said, in your bonus, say this bonus is worth a million dollars because that's what I paid for it. And then I said, show the wire transfers because ain't nobody gonna believe you actually paid John Reese's ass a million dollars.
28:02So show it. And he did. So if you guys are running events that cost a lot of money, show the invoices.
28:10Say, this is how important your success is to me, that I'm willing to pay $562,000 just for the coffee because that's what it costs at events like this. You know, $75 cookies.
28:19I've paid all of that and more. Right? Bring the receipts.
28:22K? You guys want some hacks? Yeah.
28:24K? This is a shit where you can be lazy, not really pay attention, and still make a lot of money, which is what I know most of you want. Bonus number one, or monetize your bonuses, hack number one.
28:36Not in some cheesy way, we're gonna do a coaching call. Psych, it's a sales call. Got you.
28:41Not like that. That's stupid. K?
28:44Not a discovery call where we discover how much money you have and how much you'll give to me. Right? Not that kind of call.
28:50Right? You know what the best sales pitch in the world is? It isn't a webinar.
28:55It's your product. That's the best sales pitch in the world. And so what we would do, especially bonus number three, training with Ben Cummings.
29:02This was a $300 a month continuity program. We give them two months for free. That increases conversion.
29:07And then we tell them on day 57, we're kicking you out of the program. We're not letting you continue unless you ask us for a link to sign up.
29:18And those first fifty seven days were so good, so amazing that we made millions of dollars from this bonus.
29:27It increased the front end, and it made a badass back end.
29:33Everybody sees the ASM results, but you guys don't know that 9.8, we made more than that on the back end. We made a lot more.
29:43Crazy. Just don't tell my ex wife. Okay?
29:47I'm kidding. My yeah. Anyway.
29:50You guys need split testing enough. Let's just put it that way.
29:57So all of these in all of these in Orange are monetized in the back end. We'll do your first product sourcing for you for free. And then after that, you gotta pay us for more, and they do because the first one was amazing.
30:07Third party software. You can use a version of this for free, but once you hit a certain level, if you wanna upgrade, you can upgrade.
30:15And we get a cut of that. And I would tell those people when I saw it, I hope all of you upgrade, but you'll only upgrade once you start selling products in Amazon. And by that point, I would rather have you upgrade from inside the house than have to go out and find software.
30:28So I found it for you. Use it first. When it's useful, upgrade later.
30:32And we made millions of dollars on the back of free bonuses. This is how you make a killer offer. It's hard to put bonuses in your offer because it's expensive to you.
30:39It costs you time and money. So how do you make the time and money to you so small that you can put as much of this in as possible so you could create an offer nobody can match? That's a that's a million dollar insight if ever there was one.
30:51And then use third party bonuses. You don't have to create them yourself. So I go to software providers, and I say, listen.
30:57I love your software. Here's what I need from you. Two things.
31:00One, I need to be able to give it away for free. Two, I needed you to change something about this software so it's unique to me.
31:09And then three, give me an exclusivity on it. And I can do that without paying a single dollar for third party software.
31:16You wanna know why? Why do you suppose that is, by the way? Yeah.
31:22I say to them, listen, how much do you guys pay to acquire a customer? And they say, what?
31:28First of all, I say, I don't know most of the time. Right? Whatever.
31:32Right? It's just business. Who really gives a shit about the numbers?
31:34Right? And so you gotta have this attitude.
31:39It's, like, detached curiosity. It's the best sales mindset you could ever be in. It's like, I'm gonna sell this to you.
31:44If you're smart enough, you'll buy it. If you're not smart enough, not my problem. Right?
31:47It's kind of that attitude. But I go to them, but I say, listen. It cost you this much.
31:50These guys are gonna be paying $3,500 to me. Would you like a $3,500 buyer for free?
31:56And then as long as your software works, they will upgrade for you. And I will encourage them to upgrade. Does that sound like a fair deal deal to you?
32:02And they say, where have you been my whole life? Now nine out of 10 of them won't get that because they're dumb. We don't make our business by dealing with dumb people, but we need to talk to nine dumb people to find one smart person.
32:15But these days, you could throw a rock and hit six guys that have a SaaS startup somewhere. Right? So one of those six is not dumb enough to say no to free money.
32:25The other five are, so make a deal with all of them and get one of them to work for you. This is what we would do. We put software into our stuff.
32:32Your customers are gonna find other things they need anyway. So a, don't get any money for it and hope they find a good provider or b, get money and put them with the best provider. I don't know which one you should pick.
32:45I'll leave it for you to decide. Right? Make one bonus blind.
32:51Don't tell what it is, just tell what it does. What is it? You gotta buy to find out.
32:57That curiosity factor alone will pick up another point or two in conversion, another point or two in conversion, another point or two in conversion. Alright?
33:06Here's how you should sell if you've done it right. When you introduce the product and then you said this is how much it is to get started, they're focused on cost.
33:14They say product? Cost? A lot.
33:18And they say, oh, and when you sign up, you also get this bonus, and you also get this bonus, and you also get this bonus, and you also get this bonus. And now is where's the focus at? Value.
33:29Start on price, end on value. Most of you got it twisted. You start on value, you end on price, you ain't got nowhere to go.
33:38Let's change that. Okay? Now we get into risk.
33:41My favorite part of the webinar. This is what separates the men from the boys, the women from the girls, the trans from whatever they are these days.
33:52I don't know. Right?
33:56We're not recording any of this, are we?
34:01Yeah. And what and what you're about to see next will be deleted from the webinar con slide, and that's when I sell you. Okay?
34:07Maybe I'll do that a little bit. Maybe I'll do that a little bit. Alright?
34:10Risk. You can do an unconditional guarantee, which is for any reason or no reason at all, if it's within the first thirty days, if you want your money back, you got it, just email us at blah blah blah blah blah. And that's okay.
34:20Yeah. We do that sometimes. Not my favorite thing to do, but it's better than nothing.
34:23Right? I prefer, if nothing else, doing a conditional guarantee. Hey.
34:27Listen. Just do the bare minimum. And then after you do the bare bare minimum, if think it's worth anything less than a 100% of what you paid, if you're not a 100% thrilled, I give you a 100% of your money back, and you can do a conditional guarantee.
34:38I like those better. They net profit more. You don't convert as much, point of sale, but who gives a shit?
34:45You net profit more. So you will take a small percentage decrease on conversion, but you will increase the net profit of your clients with a conditional guarantee. I much prefer a better than money back guarantee.
34:57Yeah. This is this is the best. Outside of my own webinars, I've every webinar I've analyzed, point 1% of them use a better than money back guarantee.
35:08I have to look at a thousand webinars to see one of them do a legitimate, true, better than money back guarantee.
35:17This is insanity. It's crazy. You can keep it simple.
35:21Vance and I were talking about this on day one when I came in. So this is a $500 product.
35:27And I say, listen. If you buy this product and you don't double your money in sixty days, I'll give you double your money. How's that for a pitch, by the way?
35:34Right? Pretty powerful. I said, here's all you have to do to qualify.
35:38Once in the morning and once in the night, you gotta create a Google document, share the Google document with our team so we you can't cheat it. It has the time stamps in it. And then in the morning, tell me what you're gonna do that day with the product.
35:49And in the evening, document what you actually did that day. Do that for sixty days straight.
35:55And if you do only that and nothing more and you don't double your money, I'll pay you double your money. Now who actually does that?
36:05K? Let me tell you a story. Those who do it don't need the guarantee because there's nothing more than consistency.
36:12Consistency, more than anything, gets the result. How do you write a book?
36:19One word at a time. Consistency. I don't want to close every cell.
36:23I just want to close the next cell. That's every cell, by the way. Did you get that?
36:27Some of you got that. Some you drank too much last night. Some of you smoked too much last night.
36:31Right? Consistency. If they do it, they don't need the guarantee.
36:37If they don't do it, they don't deserve the guarantee. You get it? It's called a double bind.
36:44In NLP terms, it's called a double bind. Whether you do or you don't do it, I win either way. And if you do it, I win more.
36:50I want you to do it. This will increase the efficacy of your product.
36:55You will get more success stories this way. It also increases conversion. This is a simple way.
37:00Now you can get advanced with it. Warning, you will try to phone this in. When Will and I sit down and we construct better than money back guarantees, it's a six hour ordeal.
37:08It's typically three, two hour meetings. One to ideate it, one to kinda rough in the first draft, and then one to finalize it.
37:16It's six hours, generally speaking. K?
37:20It's high risk, high reward, but it looks kinda like this if I had to summarize it very quickly. These eight steps. Do not take a picture, just pay attention.
37:27I saw you. Put that phone down. Right?
37:29Put that phone down. I gave you the slides. Right?
37:32I'm an approachable, nice young man. Alright?
37:35First thing you do is object the objection. The risk isn't the money that you put into the program. That's peanuts.
37:43The risk is all the other money you're going to spend. You know, some of you who get into yoga, you don't just take the yoga class. You're like a walking, talking, Lululemon fucking billboard.
37:54Right? That shit's more expensive than yoga. The yoga is like $15 a class.
38:00The Lululemon shirt is like $6,272. Right? So when somebody buys your product, they start buying everything else we say related to you and 15 other idiots that are in the program.
38:11Right? They buy everything. So the real risk isn't them losing their money in the course.
38:16It's them losing money beyond the course. So you you mentioned that. You actually bring that up.
38:20Then And you sell the outcome. The outcome is you don't want your money back anyway because then you're back to where you started. The customer doesn't wanna get their money back.
38:27They wanna be further along than where they were started. So give them that further along target. Specifically, this is what I will have you doing by this date, and I will remove the additional risk you have to take to go after the target that I present.
38:46And then I will I will, in case of emergency, break glass and give you an extra special resource I've held back only for people that are attempting to qualify for this better than money back guarantee.
38:58And then if it still doesn't work, I will throw you aside, I will step in your place, and I will try to get the result for you. And then if I can't do that, I'll just give you a pile of money.
39:13You ever sell like that? No. That's why you never got results like this.
39:18Yet. This is how you sell for the big bucks. This is big boy stuff.
39:23This is big girl stuff. You ready for big boy, big girl stuff? K?
39:27You ain't ready yet. Not yet. Not yet.
39:30You you you maybe two of you are. Okay? I will teach you more.
39:35You gotta prove it. Remember this?
39:38You gotta prove it. So I said, just in case I have to buy all your businesses, I got a million dollars in a bank account set aside just to do that. Because if you can't make it work, I'll make it work.
39:47And they go, okay. Alright. Wanna hi.
39:49Somebody's serious today. And if he's serious selling, I'm serious buying. If you ain't serious selling, they ain't serious buying.
39:55So the facts right there. Facts. And then you you put the conditions.
39:58You could be very thorough with the conditions. I expect a lot from you. I'm giving you a lot, so therefore, I expect a lot from you.
40:05Here's what you need to do. So we typically make these consumption bonus or consumption conditions.
40:10Just do these 34 things.
40:16I mean, you laugh, but do you think like, think about a webinar. How hard is it to do a webinar? It's fucking hard.
40:24I know more than anybody. It's very hard. Why do we do them?
40:28Because it's because it's hard. It's valuable. The few of us who can do it make the most amount of money.
40:35I sell I don't know if y'all guys saw the GOAT webinars pitch that I do, the the newest one, but it's like, you saw that. Right? Tell me if I don't start off this way.
40:42I say, I'm gonna start off this webinar in a weird sort of way by admitting all the flaws, challenges, and problems when it comes to webinars. I'm gonna tell you all the ways in which webinars are hard, in which they're tough, and in all the different deficiencies related to a webinar. I flat out start the webinar that way, admitting all the flawless problems and challenges.
41:00And then I say, but before you know it, I will have Raptor net around you, a buyer's net. And by the end of this presentation, you'll have no other choice to buy than what I'm selling you today. You'll have no other choice to buy it if you're the kind of person who blah blah blah, you get the rest of it.
41:13Right? So I say up front, here's all the problems, all the challenges, all the issues. And this is true with anything you sell.
41:19There's a lot of moving parts, but don't pretend there isn't. But, hey, if they're enrolled in a better tomorrow, they will do those moving parts.
41:28So don't shy away from them. Make them your conditions. And then hit the objections.
41:32Hit them like a pro. K? I'm gonna give you the elementary version of doing objections, which will probably be blow mind blowing for you.
41:39K? But it's like, oh, child, you don't know. You don't know yet.
41:44You don't know what I can show you. Right? I'm I'm like, you don't know till you know.
41:49It's like, I'm Morpheus in the matrix. I'm like, man, by the time we're done, I'm gonna show you how to dodge bullets right now.
41:56By the time we're done, you don't even need to dodge bullets. Does that make sense? Yes.
42:01K? Some of y'all still dodging bullets. When I'm closing, I look at the bullets and say, falls to the ground.
42:10That's how you sell. You wanna sell like that? Bullshit.
42:16Validate, reframe, close. Again, I could teach you many, many, many, many minerals. I could teach you a model that's the opposite of this, and it still works.
42:23The opposite of a thing is often as good as the thing. So I can I can teach a model where I disagree with them, but that's advanced stuff?
42:31We'll talk basic stuff. Right? Validate, reframe, close.
42:34Somebody says it costs too much. Here's a really easy one for you. Validate it.
42:37It's smart you're looking to get the most for your money. Right? You turn it into a positive, and then you reframe it.
42:44In order for this to be the best purchase you ever made, what would have to be true? And they go, oh, because if you give somebody a target, they look at the target. If you give something to focus on, they focus on.
42:55Do you see my point? You focus on it, right? And then you close.
43:01Would it need to have this or perhaps also this? And what about this? What if it had all of these things, plus it had this, and plus it had this, and plus it had this?
43:09Then would it be good enough for you to get started today at example.com/ yes, which you will go to now and you get the rest. Right?
43:16Validate, reframe, close. Here's another one. What if I fail?
43:19Yeah. Left to your own devices, you'll totally fail. You validate it.
43:24Right? Then you reframe it. What if there was a way to ensure that you couldn't sabotage your own success, though?
43:31And they say, what's that? And then you close.
43:35You say, failure pisses me off so much that I won't let you fell on my watch, which is why I put this in here, which is why I put this in here, and which is why I put this in there. And my freaking product is on hands and knees begging you right now, please buy me.
43:48Please buy me. And if you're any kind of a person who's respectable at all, you will go to url.com/yes right now and sign up.
43:55And they're like, okay. And they sign up. Not everybody, but that's a tool in the toolkit.
44:01And then I take the next toolkit, next tool in the toolkit out, and I try that one. Right? This is basic stuff.
44:07Right? Validate, reframe, close. I don't have the next I don't have another example, but they say to do it in sets of threes.
44:12What's one more objection?
44:15See you all in a trance right now. This is hypnosis. Right?
44:18Eli taught you about it. Now I'm doing it on you. Right?
44:22Hey. Yeah. Shh.
44:23Don't tell anybody. Right? Hey.
44:24So I gotta go talk to my wife. You gotta go talk to your wife. Okay?
44:27And when you talk to her, what is the first three things you're gonna say to her about how great this presentation is today? It's Jason fucking Flavin.
44:35Right? And if Jason were to offer you consulting to help you grow your business even further and it was the stupidest deal of the century and it made sense to you, then would you say yes to it today? He already did.
44:45Right? Validate, reframe, close. You could do the opposite.
44:49It costs too much. Of course, it costs too much. That's why you're gonna buy it because you don't buy cheap shit.
44:54You buy the best, don't you? Yes, I do. Go here and sign up right now.
44:59It's a tool. Got many of them. Okay?
45:03You can also just read scripts. So this is Ben Cummings. He did a million dollars in three days on his first webinar following.
45:07And he says, listen, I'm just gonna read what my mentor taught me. And then he read all 53 of these.
45:14Why not? Right? Zoom doesn't charge you by the minute.
45:19PowerPoint doesn't charge you by the slide. Right? The reason most of you don't close much is because you you're either illiterate or you don't have the book.
45:28So I don't think you're illiterate, so you just don't have the book. Right? I will give you one.
45:31You want one of these poses? Okay. You want it?
45:34Okay. Okay. I'm not I'm the cow.
45:36I don't give all the milk for free. I just give a little drop or two. You gotta buy the cow to get all the milk.
45:40Right? This one's hardcore. Some of you don't have the the guts to do this yet.
45:45I feel sorry for you. I'd like to help you change that. Right?
45:48But nonetheless, here it is. When you sign up, not only are gonna get the best deal, you're gonna get something more. You ever heard of the poem called Footprints?
45:53Poem goes like this. Man had a dream. He was walking on the beach with God.
45:57And as he walked, many moments from his life were shown in the sky. And during certain moments, he only saw one set of footprints, and at other moments, he saw two sets of footprints. And the man noticed something.
46:07He said, wow, during the hardest points of my life, there was only one set of footprints. And this got the man upset, and he got pissed. And in his pissed state of mind, he said to God, he said, God, during the hardest, darkest moments of my life, you left me to walk alone.
46:20And God said, son, those times when you only see one set of footprints, that's when I carried you.
46:27And when you sign up at example.com/yes, Not only are you getting the best deal ever, you're also getting the best support ever. And with me, if things ever get hard and you need carried, I will carry that ass.
46:43I will support you. I will be there for you.
46:46So help me help you by signing off that example that comes with yes. Right?
46:56You know what branding is? Right? It's just repeated exposure to a concept until it becomes ingrained in your brain.
47:02I brand the URL. You guys ain't branding the URL enough. Right?
47:07The biggest problem with objections though is this. You're only using them in the clothes. I'm using them everywhere.
47:14When we did this, this was the script. Now, I've templatized it. I am confident you could use this script in almost any offer, and I will prove to you after I show you the script.
47:25But pay very close attention, and I will give you the slides. I will give you the slides, so be present.
47:31Alright? Presentation. That's what you should do when you present.
47:37You should be present. Alright. You guys ready?
47:39Ready? Yeah. Okay.
47:41Let me set your expectation for today's webinar. I believe it'll be the single greatest thing you've ever seen when it comes to insert topic here. How's that for hype, by the way?
47:50See, when it comes to this, I know you better than you know yourself. I know your problems more than you know them over the last year. And my hope is if I know your struggles better than you, I can give you better solutions to them than you can find anywhere else.
48:01And here are the things that you think get in the way. Think that your money is limited. You think that you don't have the time.
48:06You think you lack confidence, and skills, and abilities, and stupid stuff like that. You're scared to get out of your comfort zone. Plus, if I had to guess, you're overwhelmed by bright, shiny objects, and you let little things get in the way of making big decisions, and you don't have enough support from the loved ones and from the other people in your life.
48:22And most marketers who pretend to have a solution for your problem actually don't have a solution for you. You face confusion, and you face conflict on a daily basis. And with that in mind, I'm nervous you'll discount what I'm about to share with you today.
48:35You'll think, it ain't worth replacing what I'm already trying to do to solve my problem, Jason. And you may think, I don't even believe what you can do will work for me. Or you might think, oh, is this just another big setup for another big fancy sales pitch?
48:49You may even think what I share is cool, but it's not that good. And you may even think you've tried already what I'm about to show you, even though there's no possible way in heaven or earth that you could have ever tried to do it the way I'll exactly show it.
49:02But if I don't address these issues up front, then it ain't gonna matter what I do afterwards. Because if I don't share anything with you that first doesn't address these objections, you will immediately reject it. You will immediately kick it out.
49:13Our time today will be wasted if I can't get you to put your biases and excuses on hold for the next fifty seven minutes. Who cares then if I show you this great result, or this great result, or this great result, or this, this, this, and this great result?
49:29If I show them to you, you might think, well, you got lucky. Or you may think, I faked those, that they're not even real, that I somehow made them up. Or you may think it was a miracle, a one in a million chance that no mere human could replicate.
49:40However, hopefully, you're also possibly thinking, maybe it is right with the right approach. Maybe I can if I follow just some of that, maybe I can get some of those results.
49:50Maybe it's worth me being at least open minded for the next fifty seven minutes, and that's all I ask, is that you just be open minded. Let me show you the exact specific approach I've perfected to get the results you're so desperate and hopeful for.
50:05I'll lay it out for you step by step, and then you can draw your own conclusions. Does that sound fair?
50:19That's the first sell. Not buy my product. Does that sound fair?
50:24Okay. Sales are a series of yeses that lead to the big yes. Okay?
50:28Run the numbers. Less than three minutes, 42 slides, 17 objections. And, oh, by the way, because I'm showing off now, I snuck an eight proof element, sir.
50:35Did you catch that? Most of you don't have eight proof elements in your whole presentation. I snuck them in in the first three minutes.
50:40Right? Crazy shit. Crazy shit.
50:44Have chat GPT do that for you. Good luck. Right?
50:47You don't need AI. You need JI.
50:52Hey. I got jokes. I got jokes.
50:55Okay, just don't tell Tony and Dean this, right? Because Tony and Dean just paid me $62,000 just for a webinar outline.
51:00That's my rate. Just for an outline, right? Just for the tip, right?
51:06Same script. Same script. Listen.
51:09Listen. When you paint the Mona Lisa once, you don't repaint it.
51:13You just hand that shit out. Alright? I'm handing out Mona Lisas.
51:16Some of you are collectors. Some of you don't know where you're at right now. Hopefully, you figure it out.
51:20Right? Once you figure it out though, it's easy. You install it.
51:25Done. Right? Objections are powerful in the intro.
51:28They're just as powerful in the transition. The transition is the bridge between the content and the offer. If you saw this, this was the biggest book launch of all time when Alex sold his $100,000,000 leads.
51:38He did a webinar. He paid me to help him with that webinar. He used my two choices close.
51:42Before the presentation today, I was faced with one of two choices. The first one is to leave you on your own in a cold, dark, miserable existence. The second option is to do everything I can to help you succeed.
51:52Lucky for you, I chose the second option. And when I did, you'll be absolutely thrilled with what I have for you today. And that's an objection.
52:00The transition goes from, oh, you're gonna pitch me something to thank you for making me an offer.
52:07Thank you for making me an offer. That's how you should set up your offer. And what about you?
52:15Should I leave you on your own? In a dark, miserable, cold, lonely, terrible struggle to figure out how to implement what I shared with you today?
52:33Should I be that cruel and mean and heartless to you to let you try to figure it out on your own? Or should I make you an offer so stupid that you'll question my sanity?
52:47Should I make you an offer? No. Yeah?
52:50K. Now I didn't know I could make an offer until last Monday. It's like seven days ago or something like that.
52:56They're like, you wanna make you wanna make an offer, Jason? I'm like, that's like asking a crack addict if they want some crack.
53:05So I rewrote my whole presentation because everything I did was a setup to make you an offer. Oops.
53:12Right? Now what I'm doing is dangerous here. I'm pitching a room full of pitch people.
53:16Kids, don't try this at home. This is walking the tightrope without a net. K?
53:21I am teaching brain surgery to brain surgeons while operating on their brains. This could blow up. It'll be fun to see what happens.
53:31Right? Most of you are sellers, but you're not buyers. You see yourself as presenters, but not attendees.
53:36You don't go to webinars. You do webinars. I'm told this is the hardest audience to sell.
53:41Fuck it. Let's see if I can do it. Right?
53:44Here's the thing, though. You guys are all really good. I mean, I tease you and I kind of get you going and all that, but you're the best of the best.
53:51You guys are kicking serious ass. Here's what I've learned about clients who kick serious ass. They get complacent.
53:56They're okay with eight out of 10. They don't know how much money 10 out of 10 is the difference. You know what eight out of 10 is?
54:02It's 1.7 on a leaderboard. You know what 10 out of 10 is? It's 9.8 on a leaderboard.
54:08The difference between amazing and one of a kind is inches. It's not miles. Good is the enemy of great.
54:14So most of you are really good, and I can make you great. But you're the most resistant to great because you're already pretty good.
54:22You're not like my young clients who are like, I gotta show daddy that I can make it on my own. He'll fucking do anything. I tell him.
54:30You guys are like, I made a million. That's good enough. Right?
54:33So let's see if I can help you. Okay? Of those that I can help the most in the world, there's not a better room of people that I can help than you in this room right now.
54:41That's a fact. That's why I'm doing this. Right?
54:43So I'm gonna make you a once ever offer that only a narcissist wouldn't buy.
54:50It's not your clothes. It's not your clothes. Okay?
54:54It's not your clothes. Okay?
54:57I gave you just the tip today. Did daddy do good? Daddy did good, didn't he?
55:00Yeah? Just a little bit though. Didn't give you the full total webinar knowledge that I could possibly give because it's impossible to do it in sixty minutes.
55:07I couldn't do it in three days. Okay? I could give you GoWebinar.
55:13Some of you own it. I know you told me you own it. Good for you.
55:15Smart. That's it retails for about $2,500 at gowebinars.com.
55:19That has way more knowledge than what I talked about today. K? This is a better course than the one Alex bought that he said was the single best course that he ever bought on offer in Persuasion.
55:29This is even better than that. K? I could give you my 32 best webinar slide decks, Joe McCall.
55:35Right? These are the 32 best pitches of all time. The Mickelson twins took one of these slide decks and built a $100,000,000 webinar out of it, and it's 80% the same stuff.
55:46I don't care if you steal for me as long as you pay me and give me credit. K? Once you're a client, you can use my shit.
55:52If you're not a client of mine, don't like it. You're stealing it.
55:55Yeah? Here's my 53 closes. You can take them and make them your own, and you should, or you can just read them.
56:01Okay? Get it going and then get it right. I also could give you murder the objection.
56:07I did this in person. It was 5,000. John Anderson, who's part of Knowledge Source, he actually attended this and paid this.
56:12Mark Anthony Bates is another one who paid it. I put Mark's invoice up here because he paid me twice. The first half of the first day was so good, he came up to me and he says, can I give you another $5,000?
56:25And I said, let me think about that for a tenth of a second. Yes, of course, you can. Right?
56:29That's how good this training is. So we talked about objections today. This is two days of me going into objection smashing.
56:36These are the best of the best techniques. Okay? I have goat offers.
56:39I'm going to launch it next year. And I typically charge 10,000 when I initially launch these courses. This is gonna give every little insight and advice.
56:48And if you hear a ringing, then it tells you that this is absolutely a sign from God that you should buy this product. It's right. It's true.
56:54It's true. Yep. Opportunity rings these days.
56:57It doesn't knock. I'm gonna show you how to do that in your offers. Okay?
57:02This has never been released before. When I do trainings like this, 500% increase in sell, about a 100% improvement, 102 sales on a webinar from two twenty attendees, 67 booked calls, highest show rate, highest close rate. Some of you were in these trainings, okay?
57:18This is a typical customer result that went through my coaching when I did a webinar coaching program. 420 calls booked, 540 k in four days.
57:28I could give you that. I could also give you my automation software. I guess the cool kids these days are calling it as if live.
57:33I've never heard that term before. I think it's pretty slick, right? This is as if software.
57:37This allows you to do automated webinars. And I could give you consulting with me, which is arguably the greatest thing, because technique don't mean shit if you don't know the context in which to apply it in. So my eyes on your stuff, best eyes you could ever possibly have.
57:50I charge $7,000 for two hours of consulting. Some of you have paid me for that already.
57:54Awkward when you see what I'm about to do next. Right?
57:58Yeah. Unlike some who price anchor, they say, I'm worth this much, but nobody pays them.
58:06I am booked full at my rate of $3,500 an hour, aka the rate of eight brain surgeons.
58:14That's what it would take to charge that much, and some of you here have already paid me for that. Now this would be a stupid offer for me to put all this together and offer it up to you because not only am I gonna do it at a huge discount from what it actually retails for, I gotta split the money. Whatever I sell at an event like this, half of it goes to the organizer.
58:31So I'm really working for minimum wage here. This is not good for me. It's good for you at the expense of me.
58:37Alright? There are easier ways for me to make money, so then why would I do it this way? Why do you think I would make this offer?
58:44You're my people. I care about you.
58:50I care about you. You're my people. I know I can help you.
58:53If you're drowning and I could easily reach down and pull you out, it's my moral obligation to do that. If I can help you get to the next level, I will help you get to the next level. I will do that.
59:04So here's the offer. Write it down. I don't got much time to go through it.
59:07I have a hard limit on this. Quick expiration. Two hours of consulting with me.
59:12You can do whatever you want with it. It can be webinars. It can be anything you want.
59:15Just fill out a form before each call so I can best serve you. You get the recording. You just must redeem this in ninety days.
59:21My calendar is literally book full. So I need to know if you're in or out. You get these, book it in the next ninety days.
59:26Okay? You get my GoWebinars coaching program, single best webinar training I've ever done. We've released it.
59:31We haven't even really marketed it yet. Some of what it includes is my 32 best slide decks and all my best webinar closes. Again, you can just read these word for word, okay?
59:40You get the recordings to the Go! Coaching Program, which was $10,000 I know Manny, you were in the program.
59:46Was that like the best program you've ever been a part of? The greatest coaching program he's ever been a part of. And Manny is a buyer, alright?
59:53So you should listen to him. Yeah. Just some of the results.
59:59This is average results. You get the recordings of that. Okay?
1:00:02You get one year of our software. We're gonna retail the bottom level of that for $99 a month, top level for $299 a month.
1:00:09You get a whole year of that. It isn't released yet. When it's released, you'll get first dibs on that.
1:00:13Okay? You get the murder of the objection training, then and you get the goat offers. We haven't launched this yet.
1:00:17When we do off launch this, you will get the recordings of this. This is gonna be eight weeks, two hour sessions each, sixteen hours of me going through the very best of the best of offers. Because if Alex can teach it to you after he learned it from me, I think I can teach it to you better.
1:00:32So you get this as well. This is an exclusive offer. I will never make it again.
1:00:36This is legitimately two hour consulting, $7,000 actual retail value, not bullshit marketer value.
1:00:43Not fictitious. It could be worth this much. It actually is worth this much.
1:00:47The Go Webinars program sells for this much, $2,497. The recordings from our coaching, when we did it, it's $10,000 program.
1:00:55One year, the auto software is at least $1,188. Murder the Objection does go for $1,500 at murdertheobjection.com. Goat offers isn't released yet.
1:01:04What it is, we'll do a $10,000 coaching program, sell the recordings for $2,497. I'm not good at math, so I had to add this up ahead of time. 24,000, that's not a bullshit number.
1:01:15You get that. Right? That's an actual retail value number.
1:01:20Webinar, con only special pricing, less than $3,000. That's half of one hour, less than one hour of just my consulting alone.
1:01:31You get it all. This is the QR code. If you don't know how to scan a QR code, this is the URL.
1:01:37Go webinars.com/webinarcon. We're going to lunch next. After lunch, I am telling my team, take the offer down.
1:01:47Because as much as I love you guys, if 40 of you buy this, that's eighty hours of my time. That's fucking insane. Right?
1:01:54If 60 of you buy this, I am going to question my choices in life. Right? I don't know if this makes sense for you to buy it or not.
1:02:03I don't know who will buy it. I know some of you were already ready to buy. I told you no because I wanted everybody to buy at once because it's a nice dopamine rush for me.
1:02:11Right? And it's good bragging later. Sometimes you got to do shit just to say you can do it.
1:02:17So this is me making you the mafia offer, the best of all offers that I possibly can. It is a 100% limited though because my time is limited just as your time is limited. So if you truly are committed to webinars, I would love to commit myself to help you get to the next level with webinars.
1:02:31My name is Jason Flaten. It has been an honor and a privilege to serve each and every one of you today. I appreciate you, and I'll be here for the rest of the whole time.
The Hook
The bait, then the rug-pull.
Most webinar presenters spend forty-five minutes refining their content and ten minutes on their close. The speaker inverts this completely -- arriving at WebinarCon with over 200 slides, a claim that some of his worst presentations generated millions anyway, and sixty minutes to prove that offers and objections are the only two variables that matter.
Named ideas worth stealing.
09:35list
Five-Part Webinar Offer
- Core (3-5 min)
- Price (3-5 min)
- Bonuses (10-15 min)
- Risk (15 min - 4 hours)
- Scarcity (throughout)
The sequenced structure of every webinar close.
Steal forAny webinar, VSL, or live pitch
13:00acronym
SAOBA Core Offer Formula
- Story
- Assumption
- Overview
- Breakdown
- Access
Fill-in-the-blank sequence for introducing a core offer.
Steal forCore offer section of any webinar
15:00list
Results-Compare-Normal-Special
- Results: personal value anchor
- Compare: normal in-person price
- Normal: website price
- Special: event price with scarcity
Price anchoring sequence.
Steal forPrice reveal section
20:31list
Four Bonus Levers
- Modalities
- Objections
- Scarcity
- Proof
Every bonus should serve at least one of these functions.
Steal forBonus section architecture
41:31list
Validate-Reframe-Close
- Validate
- Reframe
- Close
Elementary objection handling formula applicable to any objection.
Steal forAny live or recorded sales close
36:01list
Eight-Step Advanced Risk Framework
- Attack the objection
- Sell the outcome
- Present the target
- Remove the risk
- Enhance the result
- Do it for them
- Win or win
- Make it real
Framework for constructing a better-than-money-back guarantee.
Steal forHigh-ticket webinar guarantee section
How they asked for the click.
VERBAL ASK
55:09product
“This is a once-ever offer that only a narcissist would not buy.”
Hard deadline tied to lunch break. QR code and URL on screen simultaneously. Frames offer as moral obligation. Names the profit split with organizer as credibility move.
MENTIONED ON CAMERA
Visual structure at a glance.
