Video of the Day30:08Jason Fladlien · Tutorial
These 13 Slides Reveal a $9.8 Million Secret
A slide-by-slide teardown of the opening minutes of a webinar that sold a million dollars a day for eight days straight.
August 23rdThe argument in one line.
Public speaking that actually converts is not information delivery -- it is a rehearsed system of call-and-response, bumper-sticker soundbites, engineered spontaneity, and dual-level messaging that a presenter drills the same way an athlete drills a play.
Read if. Skip if.
READ IF YOU ARE…
- You run webinars, sell from stages, or pitch on sales calls and want to see exactly which words and pauses are doing the persuading.
- You coach or consult and want a live, word-for-word script for handling an audience's unspoken objections.
- You're building a keynote or workshop and want a structural checklist that goes past 'know your slides'.
- You write VSLs or offer docs and want to see how spoken persuasion patterns turn into setup-and-payoff structure on the page.
SKIP IF…
- You're looking for the actual 15-step webinar framework Jason references on stage -- this video is the delivery teardown, not that content.
- You want polished, corporate-safe presentation advice -- this leans into profanity and manipulation-as-a-stated-tactic that won't fit every room.
The full version, fast.
The speaker plays a recording of his own paid keynote and pauses it constantly to explain what he just did and why it worked. The core mechanism: open with a joke and a frame, then run the whole talk as call-and-response so the audience gets used to complying before the offer ever appears. Rehearsed one-line soundbites get repeated and written down so they stick, hard truths get delivered inside jokes so they land without resistance, and at least one moment of spontaneous clapping or gasping gets engineered into the script ahead of time. Sell the smallest believable promise instead of the biggest one, set up what you're going to sell multiple times before you sell it, and close on the highest emotional note because audiences forget almost everything except how the ending made them feel.
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00:00 – 01:04
01 · Cold open: the $50K/day promise
Fladlien states his fee, frames the video as a breakdown of a real paid keynote rather than theory, and sets up the format: play the clip, then dissect it.
01:04 – 03:01
02 · Taking the stage: three opening moves
The first three things he does on stage -- open with a joke, set the frame for why non-webinar people should still listen, and plant a vague suggestion using conversational hypnosis.
03:01 – 06:07
03 · Call-and-response and the compliance loop
He establishes a call-and-response pattern early ('the offer has five parts... how many parts?') to build compliance, then uses a long silent pause to make the audience laugh and lower resistance.
06:07 – 07:58
04 · Bumper stickers: soundbites built to stick
He delivers 'the thing we sell hardest is the thing we give away for free' and 'we don't sell the plan to heaven, we sell the path out of hell' as rehearsed one-liners, then has the audience write them down and fill in the blank on repeat.
07:58 – 10:07
05 · Contrast, cadence, and picking who to serve
He explains pairing value against risk, using contrasting forces to create rhythm, and reframes success away from conversion rate toward 'how many souls will I move.'
10:07 – 13:22
06 · Preempting objections and hiding lessons inside stories
He raises audience excuses before they're voiced, sets up later offers (like community) early in the talk, fakes an off-the-cuff aside for credibility, and describes doing only the 80/20 hardest step as a 'done-for-you' upsell.
13:22 – 15:49
07 · Manufacturing the aha moment
A riff on how consistency beats being nice-but-inconsistent becomes a scripted insight moment, followed by a live coaching demo reframing fear of failure as 'succeeding at failing.'
15:49 – 20:02
08 · Engineering spontaneous reactions
He flags a designed-in spontaneous-clap moment, explains calibrating profanity to the room, and shows delivering a hard truth (money doesn't buy happiness past a point) wrapped in humor so it lands without resistance.
20:02 – 23:35
09 · Exaggerate the fear, then show don't tell
A comic exaggeration of what happens if your first webinar flops, followed by the real truth (nobody notices your first webinar), then his favorite closing frame: teach for free first, then offer to go deeper together.
23:35 – 27:51
10 · Targets, small promises, and detached amusement
He compares un-targeted speakers to 'blind archery,' explains why the smallest believable promise outsells a big one, and describes presenting a claim with detached amusement -- true whether or not the room agrees.
27:51 – 31:38
11 · Show, not tell: the firewalk lesson
When something breaks on stage, he weaves it into the pitch live. He then explains two levels of teaching -- what's on the slide versus what he demonstrates in action -- using Tony Robbins' firewalk as the reference point for why demonstration beats explanation.
31:38 – 34:58
12 · Permission, presence, and the minimum viable offer
He walks through his ask-agree-deliver-tie-down permission cadence, shows unshakeable stage presence by using an intentionally outdated reference, and lays out 'the mechanism': remove the unnecessary, optimize what's left, add the minimum needed.
34:58 – 38:00
13 · The quadrant close and the emotional sign-off
He teaches a simple 2x2 for social content strategy, tells the 'dinner with 8 million people' story as a closing high note, and signs off asking the audience to report back their results.
Lines worth screenshotting.
- The thing you sell hardest is the thing you give away for free -- say it out loud and audiences write it down.
- The biggest secret to selling isn't the plan to heaven, it's the path out of hell.
- Manipulation isn't automatically bad: if the audience doesn't accept the suggestion it costs nothing, and if they do, they get a better result.
- A great presentation runs on two channels at once -- the conscious pitch on the slide and an unconscious suggestion underneath it.
- Consistency beats character: a mediocre, inconsistent nice person loses to a consistent degenerate every time.
- Coaches have an unfair selling advantage because a fear like 'I'm afraid I'll fail' can be dismantled live, in a back-and-forth, instead of pre-empted on a slide.
- Spontaneous claps and gasps aren't luck -- they get engineered into the script before the presentation is ever delivered.
- Past a certain income, more money stops adding happiness and can even correlate with less of it.
- The smallest, most specific promise converts better than the biggest one, because people can't actually believe a claim they can't picture themselves inside.
- Presenting a claim with detached amusement -- true whether or not you agree -- earns more buy-in than trying hard to convince someone.
- When something breaks on stage -- a light, a slide, the AV -- weaving it into the pitch live makes a speaker look more in control, not less.
- Audiences forget almost everything you say but remember exactly how you made them feel, which is why demonstration beats explanation.
- A 99% verbal compliance rate on a stage still loses the room's psychopaths -- plan for the loss instead of chasing 100%.
- Whatever you're going to sell at the end of a talk should be set up two or three times earlier, so the audience has already talked itself into wanting it.
The exact mechanics behind a $50K-a-day keynote
WHAT TO LEARN
A stage talk that converts is a rehearsed system of call-and-response, soundbites, and engineered spontaneity, not a smarter script.
01Cold open: the $50K/day promise
- Framing a breakdown around a real, high-stakes clip (rather than theory) raises the credibility of every claim that follows it.
02Taking the stage: three opening moves
- Open with a joke, then a frame for why the topic matters to everyone in the room, then a vague suggestion the audience can't consciously object to.
03Call-and-response and the compliance loop
- Establish call-and-response early so the audience gets used to complying with you before you ever ask for money.
- Use silence deliberately: a long pause makes a room uncomfortable, and audiences laugh to relieve that discomfort, which lowers resistance.
04Bumper stickers: soundbites built to stick
- Keep roughly 25 rehearsed one-line soundbites ready, and reinforce the best ones by having the audience write them down and repeat them back.
- The thing you sell hardest in a market is usually the thing worth giving away for free first.
05Contrast, cadence, and picking who to serve
- Pair value with risk in the same breath -- contrasting forces are easier to follow and easier to deliver in rhythm.
- Measure success in people moved, not conversion rate -- it keeps you going after the majority who won't buy say no.
06Preempting objections and hiding lessons inside stories
- Set up whatever you're going to sell at the end of the talk two or three times earlier, so the audience arrives at the offer already wanting it.
- Preempt objections before the audience voices them, and let a 'this isn't on the slides' aside double as a credibility move.
- A done-for-you upsell only needs to cover the single step clients get stuck on, not the entire process.
07Manufacturing the aha moment
- Manufacture at least one clear aha moment by wrapping a real insight in enough contrast and buildup that the audience feels it land.
- In coaching or Q&A, reframe a stated fear (like fear of failure) live instead of pre-answering it on a slide -- it lands harder in dialogue.
08Engineering spontaneous reactions
- Design at least one spontaneous-clap moment into the talk before you ever step on stage -- it doesn't happen by accident.
- Calibrate profanity and edge to the specific room; used well, it reinforces authenticity and authority.
- Deliver hard truths wrapped in humor -- the laugh signals the audience accepts a truth they'd otherwise resist.
09Exaggerate the fear, then show don't tell
- Exaggerate the downside of inaction, then undercut it with the real (milder) truth, so the audience relaxes and acts anyway.
- Teach for free first, then offer to go deeper together -- asking permission before the pitch raises compliance.
10Targets, small promises, and detached amusement
- Pick the smallest, most specific promise the audience can believe rather than the biggest claim you could defend -- small promises are easier to act on.
- Present a claim with detached amusement -- true whether or not the room agrees -- for more buy-in than open persuasion.
11Show, not tell: the firewalk lesson
- Favor demonstration over explanation: audiences forget almost everything you say but remember exactly how a moment made them feel.
- When something breaks on stage, weave it into the pitch live -- it reads as command of the room, not a mistake.
12Permission, presence, and the minimum viable offer
- Run an ask-agree-deliver-tie-down cadence throughout a talk to keep the audience actively agreeing instead of passively listening.
- When solving any business problem, remove what's unnecessary and optimize what exists before adding anything new.
13The quadrant close and the emotional sign-off
- Close on the highest emotional note you have, because the last feeling in the room is what the audience actually remembers.
- Ending with a personal, low-pressure ask (share your results with me) reads as an invitation, not a transaction.
Terms worth knowing.
- Bumper sticker
- A short, rehearsed one-line soundbite a speaker can deliver on command, built to be quoted, written down, and repeated after the talk ends.
- Call and response
- A presentation pattern where the speaker asks a question and the crowd answers out loud, training the audience to comply before any offer is made.
- Paradigm (smallest promise)
- Choosing the smallest, most specific and most believable promise an audience can picture, instead of the biggest claim you could technically make.
- Detached amusement
- Delivering a claim as settled fact, indifferent to whether the audience agrees with it right away, which tends to produce more buy-in than open persuasion.
- Done-for-you (80/20 version)
- A service tier where the provider personally completes only the single step clients get stuck on, instead of doing the entire process for them.
- The mechanism
- A three-step method for solving a business problem: remove what's unnecessary, optimize what's left, then add only the minimum new capability actually required.
Things they pointed at.
00:00bookOne to Many (book)
Lines you could clip.
06:17
“We don't sell the plan to heaven. We saw the path out of hell.”
12:51
“If you put the words done for you in an offer, it usually increases conversion.”
20:56
“If people remember nothing else from a presentation, they remember the last thing they felt.”
24:49
“Don't speak French to an Italian.”
26:02
“This is gravity. You can pretend it exists or not.”
Word for word.
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metaphoranalogystory
I get paid $50 ,000 a day to speak. Damn. And in this video, I'm going to share my public speaking secrets with you by breaking down a recent talk that I gave in Thailand for the legendary Taki Moore.
As the world becomes more AI, the need for and value of public speaking will increase. If you can look an audience in the eye, speak in command language that will travel through the ears, to the brain, and then into the heart, that completely changes somebody's perspective. If you can transform them from limited to empowered, from I can't to I must, from uncertainty to absolutely to help them find more of who they are and have more of that show up in the world, then riches, my friend, can flow into your bank account.
as well as into your soul i teach to you today not with theory but actual clips of me speaking in front of a real audience with real stakes and real money on the line i'm going to play you the clip then we're going to undress the science and the art underneath of it you ready to go well let's start at the start okay so watch what i do immediately when i take the stage thank you thank you thank you I don't have a lot of time, so we're going to cook right away.
Taki told me to do a 15 -minute introduction of who you are, what you stand for, none of that shit, right? I'm going to show you 15 steps for webinar success. This will be useful to you if you never run a webinar in your entire life because you're going to learn more important than a webinar, which is how to make an offer.
You're going to learn communication strategies. You're going to learn how to actually control a market with the frame and presence that you show up with that market. Hey, I'm gonna do some sneaky shit, put it inside your unconscious, and when you are least aware, the lesson will come at a time that's most opportune to you.
Okay, so there's three things I did immediately. The first one is I made a joke. Breaking the tension with a joke is a great way to start a conversation.
Now in this case, Taki told me specifically, don't get up there and don't go on and on and on. And so many speakers, they spend too much time proving how amazing they are. They should show how amazing they are with their presentation.
So that's the first thing that I did. The second thing is I set the frame immediately. I explained that even if you don't do webinars, this will be useful for you because I knew most of that audience.
hadn't done a webinar yet and then the third thing was is I use conversational hypnosis and this is something I don't see very many people use in their public presentations is I use the vague wording of you will discover things and they may show up in ways that you are unsure of exactly consciously yet until you see them in place and then once you do you will look back and be like wow that was super effective so by using both conscious and unconscious communication strategies and public speaking you will hit an audience at two levels and you are significantly more likely to convert an audience because they will be wait a second how will i know when i use this oh jason says it will just show up and they will accept that if they don't accept it it doesn't cost us anything but if they do accept it we get a happier audience because they get a better result how many parts awesome good crowd right first part is the core offer this is what they will pay for after they see how cool the free thing is in the webinar or the thing that you
trained in the webinar. So the reality is the webinar is entirely a setup for the offer that you make at the end of the webinar. Now, is that manipulative?
Okay, so immediately what you want to do is establish a call and response with your audience. Have it be a conversation more so than a presentation. This gets compliance.
This demonstrates authority. You tell them what to do and then they do it. So I say, the offer has five parts.
How many parts? then they say five if you get the cadence of always call response you tell them what to do and they do it this audience will go anywhere with you and then the next thing i do here is a combination of humor again and you should track in your presentations how many laughs per minute do i achieve and you want it to be probably about one laugh per minute on average if not more and one of the ways i use humor here that's so tough for many people as public speakers is the pause is this manipulation And then I get really quiet, and the audience gets somewhat uncomfortable.
And when people get uncomfortable, they laugh to break the tension of being uncomfortable. And then they accept it. Okay, yes, it is manipulation, but manipulation might be good.
So this is a subtle way to undermine an audience's resistance to a concept, but also at the same time, it establishes a deeper frame of authority. Because I'm... challenging the notion that most other presenters won't challenge them on.
Too many people who do public speaking, they cater. And I hate this so much. If you can challenge an audience to go to a deeper level, you will get more authority and more respect from that audience.
Okay, so this is another master class in rhetorical speech devices for public speaking I use a bumper sticker or what we call a sound bite and you should have a running list of 25 of these when you hit a stage You should have rehearsed 25 like tweet tweetable lines that you can rattle off at will whenever you wish to that you can say as easily as you know the name of your children and so in this case is the thing we sell the hardest is the thing we give away for free then i say write that down this is a command again we want to create as much compliance for the audience as possible to whatever we say and also on top of that i repeat it back and then i let them fill in the blank so this is interaction in motion As we've shown earlier, that call response effect with the audience.
Also on top of that, repetition. When you read stuff in print, it's easy to go back if you miss something. When you hear it spoken in real time, one word after the next, it will go in one ear and out the other.
And so you should learn to speak in repetition, which is what I've done here. I made the bumper sticker moment. I had them write it down.
I repeated it again with a pause so they can fill in the blank. And now it's really stuck. Value.
And this is a big secret, right? And then the risk. Everything has risk.
You want to know the biggest secret to the hundreds of millions of dollars that I produce to myself and clients? Would you like to know what it is? Yes.
. We saw the path out of hell. So this is another soundbite moment.
And also the setup. This is what you really have to get good at when you're speaking in front of a stage. You don't just jackhammer the information.
You don't just say to them, here's what you do. Then you do this. Then you do that.
Then you do this. Then you do that. I say, would you like to know the biggest secret to ever exist?
Would you really want to know the secret of all secrets when it comes to X, Y, and Z? And this creates excitement. And this is...
Lean in kind of language and people like yes I want to hear it because again people's retention when they're hearing things spoken out loud is very low And so we want to have less information But we want to have the information that we communicate land as powerfully as possible and because we have a live audience We can get compliance again.
They can say yes Jason. I want to know yes. Tell me yes.
I'm interested Yes, I'm excited and we're commanding the language vocally notice how I change the tonality to set up the point get them leaning in and then I deliver the point.
This is another great example of repetition. It's done slightly differently. So if you're always repetitive in the same way, the audience becomes bored out of their mind with you but if you understand the principle of repetition and find the variation of different ways that you can repeat a message the more effective it is and this is yet another bumper sticker moment or another sound bite as we call it by the way notice how i am creating cadence in how i'm delivering the information so the audience can follow along follow along follow along And then I stop, and then they're like, oh my God, back to consciousness.
I got to figure out, and I got to stay on my toes. I got to keep up with this guy. So I can follow along simultaneously most of the time, but I know every so often he throws the right hook.
So I always got to be focused with my brain on everything that he's saying and he's doing when he's presenting. So even when you do all of this right, the result is the majority of the people that should buy for you will not buy for you. And that's okay, because we only need a couple at a time to say yes.
And so this is who we sell to, this is who we serve, this is who we help. But you have to get it out of your head, conversion rate, and you need to get it to your heart, souls. How many souls am I going to touch?
How many souls am I going to move? And so we use both the carrot and the stick. We use both all the value and plus all of the risk mitigated.
And we do pretty well, despite the fact that most people are going to be programmed to say no to you, even though the best thing for them to do is to say yes to you. Is this resonating? Contrasting forces, paired opposites, people who should say yes to you say no to you.
We don't just give carrot. We also give stick. It's not just about reward.
It's all about. Risk so when you put two things against each other it makes it easier for people to understand your point It also allows you to speak more rhythmatically and so people can follow along easier and they can have that cadence in that Rhythm that they can keep up with and then again we throw that right hook at them at the last second.
I don't mess around I expect that I will have to work hard to get somebody to say yes. Who should say yes?
And so this is why we do everything we can to make the offer as irresistible as humanly possible. And then we write the webinar afterwards or the VSL or the offer doc. Really powerful thing here.
So notice the repetition or the VSL or the offer doc or the thing you'll get distracted by next month. So I have to broaden it back because the audience is, how does this relate to me if I don't do webinars? How does this topic apply to me specifically?
And I know the room and you have to know the room. And that last point that I drove home both shows I know the room and creates the deepest... authority.
So I'm not just another speaker with average authority. I am the speaker with the most authority. I say, or whatever AI will distract you by next month.
And then they laugh because they're like, man, Flatland called me on my bullshit. Even though he is liking in terms of developing rapport with me to get me to like him, he's not afraid to challenge me. He's not afraid to call me out.
And he knows my limitations and he understand me. He's done his homework to have the privilege to to speak to me on a stage.
So you're picking up the patterns by now, hopefully, and it's really easy to get good at these patterns. You just drill them repeatedly. The other thing that you do here is you anticipate where the audience will make excuses.
So I bring it up very early on that, will this work in this scenario? Not exactly. Will it work in that scenario?
Not exactly. Will you have to adjust it for this other scenario over here, which I know all of these scenarios are relevant to this audience. I say yes, because what people want is precise, made to fit exact for them, which you can never give in a room full of people with all kinds of different backgrounds.
So you make the general point, you address how it needs to be changed to the specific. but then you allow them to know that it's okay for them to take the general strategy and slightly adjust it and tweak it as needed to their particular circumstance. So the whole webinar, by the way, this is a little secret, I don't have it on the slides, but write this down, is everything that you sell needs to be set up several times throughout the webinar presentation.
So if I'm going to sell a community, I should talk about in the introduction how a challenge in this space is the fact that too many of us are doing it alone. Because later on, coincidentally, when we offer community, we've already given them a reason to want a community. Does that make sense?
And then we will show, as an example in the content section, the difference of somebody who won in a community and somebody who lost outside of a community. So then they think, gee, I wish I had a community to be a part of. You guys laugh, but this is serious.
Most of you are like, you're raw dogging over here doing whatever you're doing. And at the end, you hit them upside the head with whatever the deliverables are. Yeah?
I didn't have a chance to put this on the slides or something along those lines. Here's a really powerful secret that isn't on the slides and then you explain it extemporaneously. This is a showcase of your expertise.
You are okay with varying and adjusting the programming from only slides or only extemporaneous to a mixture of both and you should do both so when i'm speaking i'm also reading an audience and i'm seeing where should i maybe go that i wasn't planning on going based upon the real -time feedback i'm getting from the crowd at large and so in this particular case an idea came to me in the moment as i started talking to this audience i'm like this is relevant to them and i said this isn't on any slides and then not only does that make it sound more attractive and more valuable but then I get to show it without any props or without anything to reference.
And this shows true mastery and expertise. And this leaves the audience impressed upon and said, I better listen to this guy, maybe over every other speaker because he's dropping some insights I haven't seen anywhere else. A little secret for you.
This one is a secret. Ooh, this one is so good, right? Done for you is hard, laborious, difficult, and client management expectation is also frustrating.
But if you do just this much of the most important part of the done for you, this is the 80 -20 rule, right? If we find that step three is the step that snags everybody up, step three is easy for us to do for the client, step three gets a massive upside to the client, we done for you step three only. And they still have to do step one and two to qualify for step three.
So we increase the throughput of success of our clients, which makes it easier to sell. We decrease our cost to fulfill, both in time, effort, and energy, and money. And we get to now say, done for you in our offer.
If you put the words done for you in an offer, usually increases conversion.
So, the point that I'm making here is... Just reiterating the points that I've made earlier before. Notice the structure of speech.
Notice the cadence. Know the dueling forces, the contrasting forces that we picked up here. Notice the setup that I build up, the secret of all secrets, and the excitement in which I'm delivering it, and then the fill -in -the -blank line that I stop for at the end so the audience can comply with the request.
Hopefully, you're picking up on these little building blocks that you should master individually, and then how you can continually structure them and connect them together. Winners, key to success of winning in anything is consistency. You can be a drug addict, you can be a degenerate, you can be an asshole, and you can be very mediocre in your skill level.
But if you show up every fucking day, this is why there's a lot of idiots in America that make millions of dollars a year, right? They're not very smart, but they're very consistent. But you know the commonality of a loser?
They can be nice, they can be good, their mama can hug and kiss them goodnight and tuck them in and sing them a lullaby. They can be sincere, but if they're not consistent, they will lose are you picking up on the science that i've been dropping so far because again this is mostly review more than anything notice the language patterns notice the cadence notice the repetition notice the slight variance in rhythm to make it interesting despite the fact that we're using the same technique over and over again but what's really powerful about this is wrapped around the technique is the substance the insight where I talk about how you can be a loser and how you can be a drug addict and how you can be a degenerate and how you can be an idiot and you can also be successful if you have this one principle of consistency yet if you're nice and if you're kind and if you're sincere but you're inconsistent you will lose and this is what's called an aha moment so when you have a really powerful insight the problem with most insights is if you just give them out like I could read a book of quotes
and I'll probably not improve my life. You have to create a context and condition that makes the audience so receptive to hear it and so impressed by the insight of it. That is more important than the insight itself.
So this is me in action showing it, and when you speak it in real time in front of an audience, it has the biggest impact possible. Coaches have an unfair advantage when it comes to this stuff because most of my selling is in the coaching. Somebody says to me, Jason, I'm afraid I'm going to fail.
How would you know if you fail? Uh, they haven't got that far ahead, right? I say, well, could you fail and still win?
Uh. It's like, what if failing isn't failing, right? What if you are so good at failing that you succeed at failing?
Could we call you a failure if you're successful at failing? And they go, uh.
And you say, I'm not sure exactly when you'll fail. But when you fail in this certain way, you're going to succeed in a way that even winners will fail at succeeding at. And they'll succeed at failing in a way that you can't even remember how you failed in the first place.
And the fact that you failed your way here tells me that you can fail with grace and dignity. And I can't wait to encourage you to fail. And I'll be very upset if you succeed too soon.
Because people like you only win in week three. Not in week two. Not in week one, right?
Yeah, yeah, yeah. this is a spontaneous clapping moment and if you do not have these in your presentation you are not communicating as effectively as possible now what i'm doing here is a demonstration in front of them in real time of the very thing that i'm teaching them so it's no doubt in their mind that this guy is a hundred percent an expert and i should pay attention and i should learn from him and by the way i wasn't planning on doing this but when i started unpacking a closed technique that i was teaching them and i picked up on the audience resonating with it and liking it and building up kind of this excitement around them i leaned into it more a lot of public speaking is dynamic you need to know the material cold you need to be an expert in the delivery of the material and then you have to be loose enough to pick up on little signs to make my adjustments to get into the heart of what that audience is resonating with the most is which I did here but in your mind before you write a presentation optimize for those spontaneous clapping moments go and watch different speakers and how they elicit them and then design them in your own presentations I like to prove scarcity most people have fake scarcity fuck those people right
This is a pretty on -the -nose thing. Now you have to read your audience. So should you use cuss words?
Maybe, maybe not. That may be a personal decision for you. I have no problem using cuss words.
I typically don't use them in front of audiences unless I know that that is a culturally accepted thing to do for those audiences. And so in this particular case, making the bold stance, I say most people use fake scarcity. Fuck those people.
It really cements that authority. People... care more who you are than what you say and they care who you are based upon the authority that you could communicate to that audience and some of this audience knew who i was and some of this audience didn't know who i was so i have to set the deep authority frame as quickly as possible and this is one of the ways you can do this is where you're so authentic and present to your truth and show up and communicate that to others this is where the deep resonation occurs because so many people censor themselves too much and they show up less of themselves in front of others who are strangers who have never seen them before and then will never care to see them again afterwards.
Here's a little spoiler alert for you because I made a lot of millions in my life. After the first couple, I don't notice any difference in my lifestyle, right? If anything, there's a negative correlation between the money you make past the diminishing return and the happiness you have.
That's going to fuck a lot of you up. I'm sorry, right? But some of you will have an existential crisis as a result of thinking about that over the next couple of days.
I've been there, right? Yeah, yeah, yeah. I still flirt with it from time to time.
Again, here's another laugh. Now, this is a laugh on a serious subject. I tell them, hey, listen, I've made a whole bunch of money and then I didn't get happier as a result.
In fact, I got worse off and you, some of you are going to have trouble with this when you move into the future and you struggle with it. And they laugh even though it's a harsh truth. Part of it is how I delivered it, but part of it is they laugh because they see that I understand them.
and they laugh and they go god this guy really gets me i'm uncomfortable with the truth but i can accept this truth we accept that truth through the laughter and then maybe i save them the problem i use this technique all over the place if you study me you know this i exaggerate the negative so the person can say well it's not that bad or i make the point of where it could go be too scary for them so when they dial it back they're less freaked out by maybe i need to make an adjustment here maybe i shouldn't over optimize too much for this thing because your goal here is to help your audience be better than they were before you spoke to them in the first place they leave that room a different person than who they were when they entered and a lot of this is talking to these deeper truths and really breaking down things that are hard for most people to hear hard to admit and then finding out how to wrap those around what you are saying when you're teaching
in your public presentations.
This is not pandering. You should never pander in front of an audience. This is the deeper truth spoken directly.
I say You are the exception. Now I use humor again here.
So when you're dropping that real insight and you're wrapping it around humor, it has a more powerful effect. First of all, it's an emotional state change because sitting and looking at somebody on a stage is fucking boring after about two seconds. So we create entertainment.
But again, a hard truth or even a powerful truth wrapped around humor will have so much more. You'll also get better points on the scorecard if they're scoring you as a speaker. But in this particular case, I'm acknowledging to the audience that they are the exception to the rule, that they are here to cultivate and grow themselves, but they cannot serve their audience the same way.
Instead, they have to speak the language of the audience. But again, notice the rhythm. Notice how I set it up.
Notice how I created a call and response situation from this audience, and I stay in rapport with this audience. Deep rapport. to a deeper truth spoken from a deeper authority.
This is what you solve for when you write your presentations. Jason, I'm afraid to do a webinar. Yeah, I know you are, because you know what happens when a webinar fails?
The people that attend the webinar find your house, they kick in your door, they drag you out on the street, they rip your clothes off, and they beat your ass in public. That's what happens when you don't do a webinar successfully. And they're like, come on, Jason, it's not that bad.
By the way, spoiler alert, you know what happens to most people when they do their first webinar ever? Nobody gives a shit, right? You're not good enough for people to care about you yet, right?
You will silently do mediocre work. So this is another somewhat spontaneous clap, but a lot of spontaneous laughter. Laughter, laughter, laughter, laughs per minute.
Now, I'm speaking on two levels of communication here. This one's a little bit of advance. So sometimes when you tell a story of somebody else, the lesson is not for the other audience, but the audience you're speaking.
But if you tell them, here's what you need to do, they come back resistant. If you say, here's something this other audience needs to understand. and the lesson is equally applied to the people that are listening to you they can become more receptive of it so i'm giving the example an exaggeration for effect as we've seen earlier if the webinar sucks they will come and they will beat you up and then they that makes them feel more likely to do a webinar when they realize it's actually not that bad but then i tell them the deep truth right silent mediocrity That's how it will respond.
And the audience is like, okay, I need to get out of my own way and I just need to do the damn thing. And that's what I'm really teaching them. I'm teaching them by showing through a state of supreme confidence that you're okay and that yes, this is difficult, but you can do this.
And I know you can do this because I've put in more work to understand how to make people like you be able to do this. And this is how it shows up. on the stage my favorite position by the way i didn't have nice screenshots just put on slide decks and make it all tight and needy for you my favorite position is the following i'm going to show you how to do it on your own for free and then i'm going to make you an offer if you want to do it with me but before i make the offer to you i will first give you the greatest lesson you've ever seen when it comes to xyz then we can have a discussion on whether you do it by yourself or if you pay me money and we work together does that sound fair i get a 99 compliance rate which is really impressive because you know three percent of the population is psychopathic right literally you put 100 people on a webinar three of them are insane right and i still get two of those three to agree to me Yeah, that's my favorite position.
So again, you can hear a little bit of clap in the background. You can hear a lot of laughter. You can hear how the point gets set up and you can hear the excitement from the audience because they're like, I've never heard anybody state it this way before.
I've never heard it broken down so simply and so directly. And so. on the nose of understanding of what mastery looks like.
And this is why public speaking, this is why people are afraid to speak in public. It's not so much being in front of an audience. It's not so much the stress or the pressure, although that's somewhat an issue.
It's because... You are not such a fucking master yet that you can get up there and drop an insight that the audience has never heard before or drop something they have heard before but in a new way that has a new profound impact on them that they have not experienced before. But it's actually not that hard if you go to solve for it.
So many people, they don't have the map and so they're , shooting at targets that they can't hit and no wonder they struggle with public speaking. These are the targets that... giving you.
These are the targets that you optimize for. Once you make your mind up, I guarantee you can solve them. Maybe you can't charge $50 ,000 a day like I do for speaking yet, but you can move audience who will then give you money.
So we build them up to what's possible and then we bring them down. The contrast is there. Before you can do this, start here.
My favorite magic trick in this business is to find the smallest promise I can make to my audience that will excite them to give me money. The smallest promise, because they can believe a small promise more easily than they can believe a big promise, okay? The average person has no concept of what a million dollars is.
They can't wrap their head around it. They don't deal in millions of dollars. What does the average person in a business or financial market typically deal with?
Thousands of dollars. So don't speak French to an Italian, right? Speak the language that they can understand.
So we start with small. This is called paradigm. Paradigm is the single greatest concept on how to do a webinar.
Very hard to fucking teach. I don't know exactly how to teach it. So in this instance here, what I'm doing with the audience is I am...
contradicting a conventional wisdom and this is another thing that I do when I write my presentations I take everything that people think is true and I challenge every single one of those supposed truths because here's an algorithm for your entire life most things that people accept as truth are not actually true so if I can show them and break it down for them in real time you thought this was true it's not but because it's no longer true This is possible and I put so much of that into my presentation So this audience and most audiences and you probably believe that you need to make big claims If you want to make a lot of money big claims can help you make money but there's also a model where you can make a smaller claim and make even more money and the audience is again like I have never heard this insight or I have never been challenged in this particular way before.
Now again, we're not just challenge, challenge, challenge. You have to wrap it around humor for it to land. And there's also another emotional state.
This one's advanced as well. It's difficult for a lot of people to get, but this kind of detached amusement. I'm presenting the knowledge to the audience as if it's truth.
This is gravity. You can pretend it exists or not. but I know it's true and I don't really care if you believe it to be true or not.
And that detached amusement, will you get this or not, actually gets the most buy -in for an audience. 43, 44. Okay, here we go.
This is such a powerful presentation technique. Whenever you're speaking in public, something will not go as planned. This happens every single time on every single speech that I've ever done.
Something in the environment will occur that will disrupt the normal course of business. So in this particular case, I said this changes everything. And when I said it, Something happened in the room a light went off or some light flickered or some power source did something weird and then I incorporated that in real time into my presentation.
Now, it's hard to do this unless you practice it and have the intention of it. I was speaking at a cool Gordon event the year before, and what happened during that event is the AV went down. So I was on this slide, I was making this good point, and then the AV crashed.
And I said, this point is so powerful that the powers to be are trying to prevent me from giving it to you. And then the audience was like, damn. When you can incorporate any challenge or any disruption around you, or you can incorporate things from the environment into the presentation in real time, this is so impressive to the audience that they put you on a pedestal higher than every other presenter because they're like, this person is locked in.
This person is so in tune to their environment. I want to be like that person. So you are showing leadership.
in motion, and this is how you get people to follow you and respond to your messages. Where, when somebody hears it, they say, this changes everything. That was good timing, right?
See how that changed when I said it, right? When you have your mind made up, you will bend reality to your will as I just did, right?
Again, with the laughter, right? So anything that you want to set up and you want to pay off can be done from an amusing tone, from an excitement. A lot of this isn't the words I'm using, it's the cadence, and it's the delivery, and it's the facial features, and it's the movement of the hands, but...
I am helping the audience get that killer instinct that most audiences don't have. And I know these audiences so well. And this is so much of what makes a speech so good is knowing the audience better than they know themselves.
I know that these people are afraid to ask for money. I know that in a webinar specifically, they don't know how to set it up to be as bold and direct as they could be and should be when it comes to asking for money. And so I give them the frame of.
how to ask for money so there are two levels of teaching and i mentioned this before but i'll repeat it there is what's on the slides this is the conscious presentation like you do this you do this you do this it's minimally effective in terms of transformation telling people what to do If you have kids, you know how ineffective that typically is.
Showing in action what to do in a way that is emotionally changing somebody's physiology is much more effective and they're less on guard for it or they're less conscious of it. So I'm showing them how to sell. in action, even though it's not on the slide.
So I'm teaching them superficially, do these things, but I'm teaching them at the deep level as well as I demonstrate to them sometimes the same thing I'm teaching them consciously, but sometimes in a dual path, teaching them something else in action and in motion on a stage while teaching them something off a slide. What a coincidence, right?
What a coincidence. No, it was all set up. Show, not tell.
If you understand this principle, it will change your entire life. When you tell on a webinar, it goes one way or the other. When you show it in action, they might not even remember it, but they will remember how they felt about it, right?
Tony Robbins seminar. What's the number one thing people reference from a Tony Robbins seminar? Fire, right?
Oprah walks across a hot coals and thinks she's unstoppable now. She don't remember the 12 hours a day for seven days straight of sensory deprivation and starvation that she went through in order to get into a state where she's begging to do anything to get out of the room. And then she ends on a hot fire walk, and nobody remembers anything about what Tony said, but they all talk about the fire walk, right?
What is your fire walk moment? They're hard. It's a little hard to hear on the recording here, but the audience goes, ooh.
when I mentioned that and I had a couple other moments throughout so just like you want the spontaneous laughter and you want the spontaneous applause you want the spontaneous moment as well and so I'm giving them an example that they know of Tony is the ultimate coach of all coaches he is the biggest name in the coaching business they are familiar with it I'm giving the example of what I'm teaching which is a dramatic demonstration by a frame of reference that they can relate to and I'm also pantomiming it and I'm walking across the stage I'm using noise too when I go and like the searing noise The brain picks up noises and remembers them and imprints them more than they do with words that you speak or even visuals.
The auditorial sense, especially of primal noises, is really impactful it can really help a message land even stronger when you're using the noises here and again we're using humor as well we're not taking ourselves too seriously if you can demonstrate to your audience that at the end of the day none of this is really that serious you do it hopefully it works but as long as you have fun you're okay if you can show that you will get so many people that will be so connected to you and then want to do whatever you ask them to do after that i'm trying to push the limit of what's possible what i can give away for free Getting permission from the audience.
Super powerful. I don't do it as much as most people do because I maintain such a deep authority with how I show up that it's not as necessary, but I still like to get permission.
So I said, did I do a good job? Yes. Do I have your permission to share something for two more minutes?
Yes. This gets buy -in for the audience. This is a real easy frame for you to establish early on when you're public speaking.
Ask permission, get agreement, deliver, tie it down. Was that useful? Yes.
Can I show you something else? Get permission, get agreement from that, show it, tie it down. Was that also helpful?
Yes. Can I show you the next thing? This cadence is super duper.
powerful the other cool thing here and again this is just holding a frame if you have such a strong identity that you own that stage this is called stage presence you don't even need technique after a while i have in my head mentally rehearsed myself owning fucking stages forever and i've done it in real life for 19 years now so when i say to an audience i'm like here's the bonus features of the dvd and i go that's an outdated reference just roll with it i can do things that are antiquated silly and dumb and then the audience will just buy into it because they're like man that dude is bulletproof he can stand on that stage and command attention at will and again independent of what you teach if you can show that you will have audiences that will deeply resonate with your message not because of what you're saying but because of who you are so we'll see we'll see what happens okay this is how i solve problems these days when clients pay me a large amount of money which they all do
This is what I bring to the table with them. And I wish you to do this in your business. The mechanism is we first remove the unnecessary, then we optimize what already exists.
The last thing we do is add new capabilities. We add the least amount of new capabilities needed to solve the problem. So some of y 'all are like, man, that webinar shit that Jason just spit game on, that's a lot.
Do the minimum viable version of that. How do you remove all the friction to create a webinar to launch it in a short period of time? You say, Jason, I don't know how to sell it yet.
Don't fucking sell anything. Just show up and see if you can transform. Don't even put the sales pitch in there yet, right?
They always tell me, Jason, when's the best time of day to run a webinar? I say, yesterday is the best time of day to run a webinar, right? They say, do I automate it or do I do it live?
Yes! So I added this in here because the first day when Taki introduced the fact that I'd be speaking on day two, he told the audience that he had paid me more money than he'd ever paid anybody that had spoken on his stage before it. So not only is it a callback to that, and callbacks as a technique for speaking are super powerful to call back other speakers that have come before you, to call back to events or activities that have occurred before you got on the stage, but also in this particular instance, it shows frame.
I am comfortable with... large amounts of money I'm comfortable with getting them I'm comfortable about talking about it and so the audience can then become more comfortable as well also as an additional lever they can be okay with paying me large amounts of money and they know that if they want to hire me I'm expensive but I'm worth it so it's not just enough to be premium priced if you want to know a marketing lesson here to wrap up with this is you have to set the expectation high and then exceed that expectation even higher.
And then you can be expensive and worth it as well. Quadrant. Why quadrant?
Four pieces of information, right? Okay? Two major, minor, more, less.
We're going all in on social. I don't know why. I'm fucking insane.
I need to get my head examined, right? What I want to do, okay? So here's what we discovered.
And we've been generating a lot of views, right? Talking head straight to camera scripted. Pretty easy.
Doesn't do well on social very often. We still do it. Guys, listen.
Some people see a thousand views and they think that's a bad thing. I get a little bit hard when I see a thousand views, right? all right that maybe got one of the biggest pops of the day and it's at the end of the presentation so i'm teaching them one extra thing because they have more time so in this particular case this is a less formal environment it's a more mastermind environment a lot of successful people there but it's not done by the book that you have to do a formal presentation in this structure in this way with all these slides so i didn't know where my time was going to land so i created more slides that i could add on to the end if i had more time which i ended up doing so i'm teaching them this lesson and again i'm i'm knowing that this audience needs social they want social they're trying social but they're struggling with social because they don't think they get enough views so I'm being the example of somebody who's just like them I said I'm also not getting a lot of views it's just a thousand views but a thousand views gets me a little hard so this is pushing the line if you want to be a good speaker one of the most effective ways is to get up to the line of what's socially acceptable to the edge of it but not cross it not only does this make you memorable
but it also so many people out there are so afraid of what other people think about them that they hate it, that they censor themselves, and they wish that they could be the person that is above the opinions of the others, but they can't. And you're showing them what that could look like if they were.
So they would aspire to be like you and look up to you. And that's how it showed up in this part of the presentation right here. We go out to eat for a dinner.
We put two DJIs on the table, one facing me, one facing her. We write it off on our taxes because it's a business expense, right? We get better service than you would ever imagine because they think that we're food critics.
And I just got an 8 million viewed reel the other day talking about PowerPoint. for dinner. I had dinner with 8 million people, okay?
And this is major impact with the least amount of time. This is how you need to solve your problems creatively. What will give me the most move for the least amount of effort?
Before you do your sign -off on your presentation... And on that highest emotional note of aspiration and possibility and what that could look like. So in this particular instance, I had the quadrant there.
I had a high note that I ended on and this was the encore. So I had a second high note set up to also pull out if necessary. And I talked about dinner with 8 million people and they saw the matrix of it's this, it's this, it's this.
We do all of these and then we could aspire to be this. I added that little extra humor at the end to build, to build, to build, to build, to crescendo and then pay it off. And then after this, I sign off.
You know, I'm Jason Fladman. It's been an honor to serve you today. It would make me the happiest if you take what I showed you here and put it into action.
And if I did that for you and inspired you and you do go out there and act upon it, just kindly share the results with me. And then audiences go crazy. We send them off with the right mentality to do the thing to get the result.
tell me about it and it's done from that emotional apex of oh my god this was so good if people remember nothing else from a presentation and they forget most of it they remember the last thing they felt so program that last piece of information in your presentation to end on that emotional high note of inspiration attached to the message of exactly the behavior you want them to do as a result of speaking and you will crush it on the stage
The Hook
The bait, then the rug-pull.
Jason Fladlien pulls back the curtain on a stage clip most speakers would never risk showing: full audio, a real audience, real money on the line -- then explains, beat by beat, the joke, the pause, the cuss word, and the callback that made it work.
Named ideas worth stealing.
01:39list
The three opening moves
- Open with a joke
- Set the frame for why this matters to everyone in the room
- Plant a vague suggestion using conversational hypnosis
The specific sequence Fladlien uses in the first 60 seconds on stage to defuse tension, earn attention from people outside his stated topic, and seed an unconscious suggestion.
Steal forany keynote or webinar opening
06:07concept
Bumper sticker method
Keep a running list of roughly 25 rehearsed, quotable one-liners you can deliver on command, then reinforce each one by having the audience write it down and repeat it with you.
Steal forany live talk, webinar, or sales call that needs memorable pull-quotes
08:49concept
Value plus risk pairing
Pitch both the upside (value) and the downside of inaction (risk) side by side -- contrasting forces make a point easier to follow and easier to speak in rhythm.
Steal foroffer copy and closing arguments
12:51concept
Done-for-you 80/20
Instead of doing the entire process for a client, personally complete only the one step that snags the most people, while the client still does the rest -- raises client success while cutting fulfillment cost.
Steal forproductized service and coaching offers
31:38list
Ask, agree, deliver, tie down
- Ask permission ('did I do a good job?')
- Get verbal agreement ('yes')
- Deliver the next piece of content
- Tie it down before moving on
A repeatable permission cadence used to keep the audience actively agreeing throughout the talk instead of passively listening.
Steal forwebinars, sales calls, and any multi-part pitch
33:10model
The mechanism: remove, optimize, add
- Remove the unnecessary
- Optimize what already exists
- Add the least amount of new capability needed
The order Fladlien uses to solve any client or business problem -- new features come last, not first.
Steal forsimplifying any offer, funnel, or internal process before building something new
24:49concept
Paradigm: the smallest believable promise
Instead of making the biggest claim you can defend, find the smallest promise that still excites the audience -- people can act on a promise they can picture, and can't act on one they can't.
Steal forheadlines, webinar titles, and offer promises
34:58model
The social content quadrant
- Major
- Minor
- More
- Less
A simple two-axis grid used on stage to map which content formats to do more of and which to scale back, based on what's actually generating views.
Steal forplanning a content calendar or auditing an existing one
How they asked for the click.
VERBAL ASK
37:31next-video
“It would make me the happiest if you take what I showed you here and put it into action... just kindly share the results with me.”
Soft, personal ask rather than a hard sales pitch -- delivered at the emotional peak of the sign-off so it lands as an invitation, not a transaction.
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