JASON FLADLIEN: Secrets for Making $100M from Webinars

So welcome to Ali and you'd the Business Success and lifestyle show. I am Alison Maslin. My friends call me Ali. And I'm a business growth mentor. And I created this show because I love to bring to you entrepreneurs that are out there hustling, making it happen, and that are sharing their brilliance, their genius with you so that you can break through to the next level in your business.

And.

And today I am so excited to have Jason Fladlin with us. I've been trying to get Jason on this show for a while and we were just trying to get our schedules together and I.

Man.

So Jason, that kind of says it.

All is more aligned. That doesn't mean they'll do it, but it kind of gives you an idea at least of are they interested enough to invest in themselves? And once they do make an investment, I have found based on observation is that identity shifts are more likely to occur when money is exchanged, when ideas just free flow. Maybe change can occur in terms of behavior like this was limiting me and now it's not limiting to me anymore. This is where I was at and now I'm here, I'm up higher. Usually that type of shift does not occur as often if there's not some sort of monetary exchange that takes place. And so the idea here is if we can change you positively in one way, shape or form, whether it's a financial transformation, whether it's a body transformation, whether it's a mental transformation, whether it's a relationship transformation, whatever have that we might be selling. Right. We will eventually get paid more based on the merit of our product, the value and the service of it. But unfortunately that takes a long time for people to buy your product, experience it, get the benefit, and then shout it from the rooftops how great it was. Until that occurs. Most businesses are going to run out of money because they have to have the perception of what is going to be like for the product before anybody ever gets their hands on it. And that's where the really the big marketing comes in is how do we get people emotionally engaged to make an investment in themselves that will also ideally lead to a behavioral positive change. So. So that way short term we can get the customer and long term we can build the business. And yeah, that's. I mean, we're already jumping way ahead.

Oh, I know. But saying put your money where your mouth is.

That's right.

It's all about that commitment and taking action. But let's back up a little bit.

Yes.

I love all this conversation. It's great. Why Webinars for you because there's so many different platforms and especially now, and it can be overwhelming and you've really stayed true along with the webinars all these years. What is it that you love about them?

Yeah, so that's a great question. So the idea is what is the most powerful way I could sell something to somebody? Because essentially that's what all businesses. Nothing happens till something gets sold. Whether people want to admit it or not. Sales is the only thing that makes profit. Everything else is an expense. And so the most effective way somebody can sell is one to one, nose to nose, toes to toes, in the flesh, it's the most effective way. But it's the least scalable way. So there are challenges that are associated with that. So then you say, okay, what's the second most effective way to sell? The second most effective way to sell is over the phone or at least one to one virtually not in person. And that's effective, but it has the same scalability issues. At least you don't have to pound the pavement, instead you have to dial for dollars. Right. So then the third way is what's a one to many situation that's effective? It's if we can reach many people with one message instead of one person with one message. Well, that happens to be from the platform, live in front of an audience, and that's more efficient. But it still involves a lot of travel and still involves a lot of. You can only be in one place at one time. And so webinars are like literally the virtual seminar. It's the web version of a seminar. And I can then reach many different people simultaneously in a one to many message that is going to be as effective as possible. Because every step we take aback from one to one, and every step we take back from personal in the moment is a step that we lose in effectiveness of conversion. So for me personally, because there's a personality that's attached to this as well. So the first thing is it's a very efficient vehicle. So that's why I like webinars. But here's the second reason why is I like the webinar Ali because I can serve before I sell. What I mean by that is I have found if you can give people a taste of what it's like to be your customer before they actually have to be your customer, then they're more likely to be your customer. So another way of putting that is if I can give you the experience risk free of, hey, no matter whoever you've interacted with up until this point related to the problem you're trying to solve. Maybe you've been working for 60 hours with 60 different gurus to try to figure this thing out. And then I come and in 60 minutes, I give you more insight than the other 60 gurus combined. Right. That's an experience of what it's going to be like to interact with me as a customer before you ever have to pay me. Now, a not every business model is set up to use that benefit. Like, if you say, jason, I'm selling silicone spatulas, how would I use webinars? My answer is, you wouldn't use them because they're different tools for different jobs. Right. But the second thing is, you say, jason, I don't necessarily have to have anything that is transformational when I'm selling them up front with a lot of education involved. Then don't use a webinar. And then you say, jason, I'm not very good at being educational. I'm really good at execution and operations, but I'm not necessarily somebody who can educate well, then maybe webinars are not the thing for you, although I would urge you to reconsider that. But for those of us who believe in the power of ideas and information presented in the right way, we sell information. Most of us do these days, whether it's in a book format, whether it's in a course format, even a free podcast, I have to sell you on listening to a free podcast because you're going to pay in time or not pay in time if I didn't sell you properly on it. And so the idea here becomes most things that we sell have a massive benefit if there's education that occurs in advance of the sell. And so therefore, I said, my biggest angle is instead of having an advertisement that doesn't have any value inherent in itself, I mean, we see 3,000 advertising messages a day, and a majority of them, the only benefit that can be construed to that ad message is if at the end they buy it, and then, and only then, they use it, and then they get a benefit. But as I'm selling you on a webinar, regardless of whether you spend money with me or not, I'm using a type of advertisement that is going to make you happy to have heard the advertisement. And that's exciting to me. And so I'm like, ooh, the more I serve, the more I can sell. I've now set up what we call a positive double bind scenario, where I am incentivized to serve in A format that doesn't allow me to get taken advantage of. So I can serve. And the more I serve, the more I can sell. The more I sell, the more I can serve. It's a virtuous feedback loop. And to me, the webinar, as of right now, is the most efficient way to accomplish and do that. If in the future, like hologram technology happens where you can push a button and out of your phone pops a little holographic guy and they give you the sales pitch, then I'll be writing those. Right. But right now, I have found that this is the most efficient model where if we use information in advance of the cell to make a more empowered, more informed consumer, therefore, we win and reach the masses in a scalable fashion. The webinar is still to this very day, the most powerful way to accomplish that.

Right. I mean, you can be at home and an hour before hanging out with your beautiful kids, and then all of a sudden you're global. Your message is around the world.

That's right.

It's, you know, it's kind of mind blowing, actually.

So it's incredible is what it is. It's truly a brilliant time that we live in a small town, Iowa boy like me can reach hundreds of countries instantaneously from this place. Just my home office.

Yeah, no, it's fantastic. And it helps us to create more of a quality of life. And I know that you're a family man and that's really important. So I want to just dive in and share some strategies. Is that okay?

Oh, I would love to.

Go ahead. Now, I know that you are going to be sharing with the viewers this awesome template that you have, and I know this is kind of hard to see, but we're going to gift all of you, actually, Jason is. And we have a library. We're going to put the link below. It's allisonmaslin.com library where you can go and get this download and other downloads from our awesome guests on Allie and you. And so, Jason, can you kind of take, take us through? Because I've seen you teach your process with webinars and I mean, I was just writing notes like crazy and I've delivered, I don't know, hundreds of webinars and we do well on the webinars, but I've always felt like, you know what? I know that we could do better. Maybe I'm not delivering it correctly because I'm so passionate about the work that we do. And, and I know that if somebody doesn't move forward, I get frustrated. Because I know that I can help them. And so why don't you. Can you walk us through this a little bit?

Yeah, I would love to. And to provide context here is. This is kind of after about the 700th different webinar that I wrote and delivered, I was like, you know what? Regardless of whether I am conscious of it or not, there are certain rules that I typically follow over and over again. There are certain elements that I see consistently showing up a large majority of my webinars. And so I kind of stepped backwards and I said, if I was working on a system, what would that look like? And over time, I'd substituted and put things in and tried them and removed things. And in general, there's always exceptions to these rules. Here's what I discovered. First of all, I discovered that if I think of the webinar as four distinct separate parts, it helps me create better webinars. So these parts are introduction, content, transition, and close. Now, this isn't exactly revolutionary. Most people actually teach intro content in pitch or intro content in close. I literally one day decided to make the transition its own section because I've noticed that a lot of presenters on webinars, they are extremely comfortable giving educational material. But the moment they have to ask somebody to pay for something, they become a different person. We literally, I mean, we could hook them up to a heart monitor and their heart rate would change. I. If we measure their breathing, their breathing patterns will be different. And the biggest giveaway is the posture, if you could see them. And most times you can't see. I recommend webinars where nobody can see you, by the way, just slides. We can talk about that later if we have time. But the auditorial component, their voice changes, their delivery changes, their tonality changes, the volume of their voice changes, the pacing changes, Everything changes because you're scared to sell. And if you're scared to sell, they're scared to buy. And so I thought, wow, the transition is so critically important because people would just do this cold shift. Okay, I've taught you all this stuff. Now let me do something to you. And selling isn't something you do to somebody. Selling is something you do for someone. And so that's why we had that, the transition.

But what I've noticed with Take a note just before.

Yes. Anytime you want to, Ali, I welcome you.

I don't mean to cut you off here.

That's okay.

I love that you added a transition from content between the clothes because. And I, you know, I'm. I speak on stage all over And I'll offer our events and things like that. And that's something early on I had to work on. I think that when I made that shift, I started sounding, I would be really into the content and then I started sounding like Minnie Mouse. And so I've. And I work with my clients on this too to just really feel grounded and just talk the same tonality that you're giving your speech.

That's right.

It really is about giving. But the one thing that you said that really struck me and that's so important. People get hung up on sales when sales, the Latin word for sales, I think it's salus, which actually means giving. You can't help them until they move forward with you.

Yeah. And I mean, I understand the uncomfortableness of selling, but when we switch the focus away from us as sellers and we shift the focus on the buyers, then we all sudden we don't have an issue anymore. And the transition is deliberately designed to do that. Because I said how come I can close in a way when most people get scared to close? Is there commonalities? And that goes into the transition section, which will definitely unpack. You know, there's an over emphasis I've discovered Ali on the closing section. In my opinion, the close is the least important part of the process in the sense that it's largely the most formulaic. But the reality is this, this is the introduction, I think is the thing that people can benefit the most from right now in the webinars that the transition. Because the joke I always say is we all have that fat broke uncle who's went through several divorces, given us money, health and relationship advice, or at least one of those. Some of us have an uncle that does all of those right. And that's posture, that's authority. That's why in the introduction section on the download, you're going to see authority is the very first thing that we attempt to create. Introduction. Ultimately we want to have an authority that we don't even have to barely say anything. And people say, wow, that person's kind of a big deal when it comes to blank. You know, real powerful authority is just who you are is impressive or what you stand for is impressive regardless of what you say. And then therefore everything you say becomes infinitely more effective and have much more depth to it simply because of the authority. So one of the things I said is how do I get authority when I do webinars? And there's some very, very, very common ways of doing that. So results, personal results. What have you been able to accomplish that most people have not accomplished, you know, positioning. What this means is how can you relate yourself to known entities and known things that have established value or are impressive already in people's minds? Celebrity. And celebrity could be literally celebrity. Like, you know, I could talk about the time that I had a private dinner with Alice Cooper in a house built by Frank Lloyd Wright, and I saw a client's product in there that I helped put on Amazon. And that's kind of cool as a teaching lesson where I could say, listen, and this is true. This is a true story. I could say, hey, when you're on Amazon, you can reach anybody. And that could be a teaching lesson. But what does that also say? Well, how did that dude have a private dinner with Alice Cooper? Frank Lloyd Wright's an impressive name. That had to be a pretty great experience. There was John Lennon autographs, and there was, you know, George Harrison autographs literally five feet from us when we were eating dinner. And that's impressive because these are celebrities and celebrities are impressive people. But it also could be local celebrities. So if you're into bowling and there's like. And I'm not into bowling, so unfortunately, I can't tell a celebrity off my head. But there's probably somebody who's bowled more perfect 300 games than anybody. And if you had a bowling audience now, nobody in the world besides a bowler who's really serious is going to know who that person is. But to that that person is a celebrity. If you go to Ali's events, she's a celebrity at those events. And same thing is true.

Better than bowling. I'm the throw in the gutter celebrity.

Oh, If I break 100 in bowling, I consider it a good day. But the idea here is I analyze what creates authority, and then most of the things that create authority unfortunately take hours, days, weeks, months, or years. So I said, if we only had five to 15 minutes as a component in our introduction of essentially why we are so powerful to listen to and why what we have has insight to them that is going to be more effective than insight they can hear anywhere else. How do we do that? And so testimonials are another way of doing that, because not only did it work for me, not only am I peers with these pretty big things or these really important things, I've had some influence over, some connection with, and not only amongst people that you look up to. I am one of those people. Even if you don't know me, you know, my kind. But look at these other people that are Just like you that I've helped. And if I can help them, even if I only help you a little of how I help them, would it be worth it to you? And that immediately gives you this authority. It gives you leverage. Because nobody walks into a webinar with a blank slate. They don't just say, I'm neither positive or negative related to this topic at hand. I'm a clean, clean slate. And whatever you put into my brain is what I'll consider. No, they typically walk into a webinar and they're like, well, first of all, not only am I jaded on this topic because I tried to solve it a hundred times and none of them have worked. Right? But in addition to that, my wife or my husband or my kids or even my dog is now looking at me weird and giving me a lot of stress. You know, I'm not sleeping well at night because I've been consumed with this issue. And, and I have 15 other marketers who I'm following and considering their products, and they're all telling me conflicting information. And I'm showing up to your webinar, and now I'm going to listen to you. That's not a blank slate. Very little of that's positive. Because, by the way, Most people think 70% negative thoughts on a daily basis and only 30% positive in general. Right? So our authority has to counteract that.

We have to immediately call that they're bringing all that to the call.

So more often than not, the more important it is that you sell, the more likely it is that they're bringing that. So, like, I typically sell to businesses who need to grow their business. And guess who's most incentivized and most willing to invest time to learn how to grow their business? It's a person whose business right now is not growing. And so they're coming in with all this stress. And I, and I always look at the webinars, how do I shake them out of this fog and almost slap them upside the head and say, hey, listen, here's the way, Pay attention, because this is going to be life changing. Right? That's authority. And so we have to do that in introduction. Now, a lot of people either do it one of two ways, Ali. They either do it in the here's who I am and here's why you should listen to me. And hey, if you do that, that's better than nothing. That is elementary in my opinion. And I'm not looking down anybody who does this, so don't feel guilty, But I Always say, come on, you owe it to your customers to try a little harder than that, don't you? But, you know, the other thing is people, a lot of people just don't do it. They. They assume that people are aware of who they are or because they live in their own head so much. And we're all guilty of this. That's why I use a system that we forget that we were where they're at 10 years ago or a thousand hours ago. And it's hard for us to relate to them in that context. And so I want to create that context. I want to have the same authority as when the doctor walks in with a white coat on. In a clinical environment, it might be the worst doctor in the world, but you assume they know what they're talking about without them even opening their mouth. So we work on authority. The second element here is commitment. The interesting thing that I've discovered is if you just talk at somebody instead of having a conversation with them, your persuasive abilities dwindled down to almost nothing. And in some medias, that's all you can do. You can't have a conversation in print. It would be annoying if I tried to talk to you in print because, you know, I'm not going to listen back to anything you say. To me, it's physically impossible. But on a webinar, if, especially if it's live, we literally can interact with each other. And even if I don't actually interact with you, but I create the ability for you to interact with me, it still feels good. It still feels authentic. So it's one thing to say to somebody, hey, I'm going to show you today how to do XYZ to change your life. It's another thing to say to them, hey, I'm going to show you how to do X, Y, Z to change your life. And if I do show it to you, will you promise me to actually do it? That's commitment. And you can feel the difference, can you? If you just think about that, Ally, it's. You know, kids are the greatest example of this, right? You can say to them, hey, go clean your room. And that's one thing you could say. After you clean your room, then we can go to the park, or you can stay in and not clean your room, and we won't go to the park. And they say, I'll clean my room. Okay, so just so I understand that you're willing to clean your room if it means that afterwards we will go to the park. Got it? Right. That's commitment. We do this naturally, but we don't seem to do it on our webinars. And I think a lot of it stems we're afraid of to confront people, but the reality is if we just talk at them and we don't get their feedback, if we don't make sure they're on the same page as us, we run a tremendous risk of losing them. And if we lose them, we can't help them. So we have to consistently make sure. Like, if I go to somebody say, hey, listen, if I show you how to do webinars, and you thoroughly believe that this is going to help you tremendously in your business, are you willing to put something else aside and make this a priority for the next two weeks and see what happens? Now, I'm getting you to think through a different lens. Not just wow me and let me be intellectually satiated by your information and your wisdom. And a lot of times we learn very passively. We've been taught in school to learn passively like that. But when I say, no, no, no, no, no, I want you to think about it as you see yourself doing it. Are you willing to do that? And small commitments lead to big commitments. The biggest commitment, of course, at the end is, here's my money in exchange for your product. And again, introductions. You know, I've seen Allie where people talk to somebody for 50 minutes and never ask them one time how they felt during the conversation on a webinar. And that's the kiss of death.

Well, it's just like if you're on stage, right, you really want to make it interactive, otherwise they're going to fall asleep.

Yeah. And you know, I have found if you give somebody a target to aim for, they're much more likely to hit. So the commitment is the target. I'm going to do xyz, and if I accomplish xyz, then will you do this for me in return for that? Because, by the way, we're not just, you know, we're, we're not just giving them something freely. Truly, if we're giving something of value, doesn't it make sense for us to ask for something in return? That's a normal social contract. But when we give freely and don't ask for anything in return, we literally set ourselves up to be taken advantage of and we should be taken advantage of in that situation. They say, well, why would I need to buy something from you when you're willing to overcompensate for your lack of self worth by just giving me everything for free? No, it's like I'm giving you something for free, but I'm not doing it with no strings attached. I'm doing it because I want to see the transformation. And you have to hold your end at the bargain as well. And then, of course, when you form that identity that that commitment brings, you're more likely to form an empowered identity that's going to align with your solution, which is not only going to make them buy, but. But it's also going to be more likely that they're going to be successful.

You're both coming together with that commitment.

So that's absolutely right. Now, here's the interesting thing is objections always exist in your people that come to your webinars. And they're usually only three or five, maybe seven. But don't pretend they don't exist. Don't act like they don't exist. But the thing is, most people only handle objections that could get in the way of the sale when they start to close. And I'm like, we start handling objections in the first few minutes because, you know, always be selling, right? And so it's. So I might say to somebody, hey, listen, even if you're not sure how you're going to find the time to do this today, let me just make sure you understand that time is not the most important thing here. Because this person did it with no time. This person had no time, and this person actually freed up time as a result of this. So would you be willing to put on hold this whole idea of I would only do it if I had the time? And let's just assume that if you had the time, you would do this. Let's watch and pay attention throughout the rest of the training with that. Will you do that for me?

I like that. I doubt. I love the way that you said.

That because now otherwise, anything I put in their head, they're going to kick back out. They're going to say, well, I can't do that because blank. Well, I can't do that because blank. And so I'm just chipping away at the ejection in the beginning most of the time. But I say, listen, I'm not asking you to fully agree with me. I'm just asking you not to fully disagree with me. And so that's how we bring that up. And now the second time we bring up the ejection, it's softer for me. Them because you say, now, listen, we talked about time earlier, and now let's talk about time a little bit more in the Context of what are you doing right now that you know is not worth your time? And do you think you could do this in half the time and then take the other half and go on a vacation? That's a close. But, you know, we could do that later on, but this is what we do. And then hope. This is very interesting to me. Carrot and stick. So. So, Ali, it's like there are two things that motivate every single human being with a heart and a pulse. It's pleasure and pain. And of the two, pain is more motivating than pleasure by far. It's like wider, brighter smile. Yeah, I might go one day to the cosmetic dentist, but toothache, I'm going right away because the pain hurts. But here's the problem. If people don't see a better tomorrow, there is no incentive to invest today to realize that better tomorrow. There's just absolutely no reason to, because nothing matters. It's very depressing.

We all need hope to. To move forward in any area of our life, right?

Absolutely. So you have to meet them where they're at, which is in a state of misery more often than not, because again, most people seek out solutions out of desperation, not out of prosperity. And then we have to, though, show them that once this is taken care of, the world is truly a bright, beautiful, wonderful place. We just have to get you out under this dark cloud. So, again, we don't give them that hope of the future being better in the first few minutes, then it doesn't matter what we're going to say, because they're going to see it from an unresourceful state of mind. They're only going to see it from a bleak, dark, dismal existence. And this is funny because I don't think, Allie, before I started teaching this stuff, that anybody had consciously thought this much about the introduction. And it's not even that it's necessarily harder. It's just this is as a result of several years of trial and error, figuring out the things that grab and like intrigue is like, how do we hook them? So that way they're always constantly engaged on what's coming next. It's. You know, movies do this incredibly well because even a movie doesn't mean you're going to pay attention to it, but that it's two hours long, just like some of our. Most of our webinars. And so the idea here is, how do we continue to pay off short term? So they get excited to see what's next so we can also keep their attention for the long term. And there's your introduction. And so I've given little tips under there on kind of a shorthand. And I try to, as much as possible, hit all five of these things and do a little bit of each under the five of these things in my introduction and try to make it 15 minutes or less.

Yeah, no, that's fantastic. And I want to jump right into content, but I do. I love how you really take the time for the intro. I think, you know, I definitely learned a lot watching you and seeing. Because oftentimes I think we're rushing through the intro because we want to get into the content. We know that there are on the other end listening and waiting to hear that. And, you know, so we jump ahead when. If you don't position it correctly, then you've lost them for the rest of the.

It's all about leverage, right? So there's one thing where it's like, if they're begging to hear that content, if they're electrified about what's to occur, then whatever I teach them is going to have more impact. But if they're lukewarm, like, yeah, show me what you have, they're going to bring that baggage into the content and my content, no matter how good it is. Again, nothing happens in a vacuum, right? So we are setting up the proper mindset in which to be most receptive to our content. And I will tell you, here's the big secret that's way more important than whatever you teach. It's how they feel going into what you're teaching is going to have more effect than what you actually teach. Based on my experience, I can tell you unequivocally that that's true.

Yeah, that's wild. All right, so content.

So content. So the content is the easiest part, by the way. The content is the most natural part. All of us have overemphasized education through what we do. Most of us, especially in the business world, who use education, we've been taught with education. So in school, unfortunately, none of us got excited to go to school. Very few of us did. So we were taught content in a situation where learning was not fun and not enjoyable. But we have this very, very much ingrained in our society of content. So we should already know very comfortably how to do content. So this is actually the easiest part. The trickiest thing is this is having a target that you both are aware of. Because, you know, if I'm, for example, like, if I teach somebody how to do Amazon, which is one of the biggest markets that we have successfully dominated is starting people selling on Amazon physical products is. It's one thing I could teach a million things related to Amazon and even on like webinars, I could teach you 100,000 different techniques if I really wanted to. But we would need 50 days in order to cover it. All right, the real question is, what do we teach in 45 to 60 minutes? And what do we teach that creates the ability for them to do something that they previously couldn't do? That's the literal identity shift, behavioral change that we're accomplishing here. And it's very funny because when you start thinking with this kind of theory of constraint of not what's everything we can teach them, it's what's the minimum that we can teach them to hyper focus on this one type of result. Two things happen. One thing again is fuzzy targets don't get hit. So now you have a target, you have a whole goal with your content. So it's not just catches catch can content. It's not scatter shot content. It's not, you know, an inch deep and a mile wide type of content. It's truly impactful content, which is just as simple, essentially subtraction, not addition. It's like here's the block of marble and here's what we chip away to have the masterpiece. And that's the defined outcome. But here's what's beautiful. I used to just do this for me, I would say, okay, my goal is in 60 minutes, the average person who watched this webinar, here's what they can do now in their life or in their business that they previously couldn't do. And all my content was geared to make that one thing, that one transformation happen. And then here's the interesting thing, Ali, when I started sharing with my clients, hey, here's my goal in the next 45 to 60 minutes to get you to be able to do this. That changed everything because now we're both on board. Now we're both like, okay, how can we do this together? I know they know my outcome and they're going to rise to the occasion to meet that outcome. They're going to look specifically for ways to validate. This is called confirmation bias and cognitive bias. And I love it. They're going to look for ways to make it so, which is what they should do if we're going to truly help them. So we let them know, here's the goal, here's how we're going to do this. And we typically do this with step by step. So we're going to show you a step by step way to achieve this defined outcome. And then let's break down the first step. Now again, the first step is not here's what you do. The first step is here's why this is important. So again, this is whole the setting up the context pre framing, education. The second thing is here's what's going to happen when you're able to do this. And that's the vision. So they can see it in their mind. If they can see it in their mind first, they're more than likely to actually do it. They're also more than likely to form an identity that's going to be congruent with what you're going to sell at the end. Right? And then we give them the strategy. Okay, now that you understand why this is important, what I'm about to show you now you understand what you can be capable of once you do this. Here's how you actually do this. And then they now you give them a tip. And it's honestly, it's not that much. You don't have to tell them a lot at that point. You just tell them the most important thing related to that at that point. Now they say, okay, I get it. This is what matters and this is what I'm focusing on. And now I understand why it's important. Now you hit every type of thinking because different people think differently. Some people are why motivated. They have to know why before they could do anything. Other people are what motivated. And some people are just how motivated. I'm a how motivator. Typically, entrepreneurs are more just don't tell me about the labor pains, just show me the baby kind of people, right? But we've hit them all, and we've hit them all together. And it's more powerful, more exponential when you combine them together in this fashion.

Okay, all right.

And then we just get commitment. Ali. So this is what's great, is when I show you step number one, I say, okay, now that you've seen step number one, are you more likely to feel like you could be successful with this or less likely? They're going to say more likely. Or if I say, if you want step number one to show up in your life, what do you think needs to be done to make it happen? They tell me, I'm going to do this, or I might say to them, hey, listen, when's the best time to start putting this to work for you? And they're going to say, immediately, right? So I'm going to get them to commitment I'm not just educating them. I'm educating them with an intent for them to act upon that. And I don't just leave that to chance. I get them to tell me, yes, Jason, I will do this. Yes, Jason, I will do this. Not only is that good for them, but I'm also creating compliance so they're more likely to comply with future requests, including, of course, go here and buy this. Yes, I will, Jason. Because it's not uncomfortable telling you yes when we get to the pitch, getting.

Them in the habit of saying yes and. Or just in that mindset. And it's as if you're partnering with them, process instead of speaking at them.

That's right. I always look at it as. And I got this from Zig Ziglar. I'm an assisted buyer. It's their money, but I'm assisting them in buying. I'm not a seller. Right. I am an assisted buyer and I like to think of things that way. And the content helps the system if it's right for them that they should buy this.

Awesome. And then you move into the transition. Great intro set up. Then you've spent, you've got here 45 to 60 minutes on the content and again you're going to get this on the download. So. And we'll have the link below here. But now you're in transition.

Yeah. So the transition is the most selfish portion of this whole training. And I love this because once you remind yourself of all the great, wonderful things you've done for your audience, then it becomes a lot easier to offer them more things that you can do for them in exchange for some money. And that's what's great about the transition, is it puts you into. The thing is, you don't focus on something you're doing to them. You focus on something that they're going to get a benefit out of. And then you're not even selling any more, you're servicing. And so the first thing I do is 60 second recap. So I say, if I could cover everything up into this point on the webinar that was important to them in 60 seconds, what would I put into that? And you're going to rattle off 30 to 40amazing things. Maybe not that many. I talk faster than a normal person. But you're going to say, so far today on this webinar, we discovered this and you learned how to do that. And then you learned how to do this. And remember this over here? And now you can do this. And wasn't this great when you showed this over there and you saw this over there, remember when we broke this down, isn't this going to give you leverage, etc. Etc. They're like, oh my gosh. Not only do they remember every single positive feeling that they had when you taught the content, they're reminded of it, but not over 60 minutes. They're reliant minded over it over 60 seconds. And that compounds the feeling and it makes them very appreciative and very grateful for what you have done for them. And it reminds you of all the great, amazing things you've done for them in the last 60ish minutes. Right.

Fantastic. This is so good. I love that you're sharing this and I know that you watching this, if you can apply these strategies that Jason's talking about, it's going to make a big difference on the outcome and the impact that you're going to make for your audience.

That's right. And I make it easy. And it is easy after you do it a couple thousand times. Right.

But I love you put it in a process. This is your own signature process and that's very powerful. So then we move into the close.

Well, so we got. Yes. Momentum first in the transition. And so again, I like to get as many yeses as possible. Like, I don't feel comfortable unless I've gotten 150 yeses before I ask them for some money. Allie, it would be fun just to transcribe this if somebody's listening and count how many times I've asked a yes question. You'd be surprised at how natural it comes at this point. But just simply things of like, now that you've seen this webinar, do you feel you can do blank? And isn't it easier to do blank than before the webinar? And now do you feel excited about blank and was our time together today well spent? Even simple questions like that is I want them to build that. I want to get their head nodding, yes, I can do this. Yes, I can do this. Yes, I can do this. Because I want to empower them. Yeah.

Does this resonate with you? Is this making sense to you? Is this something that you can see yourself putting action?

Right? Absolutely. You know, and it doesn't take much, but you're reminding them in a different way that, yes, I can do this. Yes, you're empowering them. And when you empower somebody and then give them a tool, a software, a service, a coaching program, whatever you're selling, then they're going to feel very confident to use that tool. And this is how we transition, finally from the transition to close. Now, I have a couple different ways to do this, but this is the one I use more often than any other. I said listen. So here's what we can do next. I mean, the real challenge is with today is it's one webinar, one hour. And it's really hard to make lasting change together in one measly hour, no matter how good I am and no matter how well you listened. Now, I understand if you're in an unfortunate position where you have more time than money on your hands and you have to go at this alone, and sometimes that's the only option. And I've given you everything today to empower you to go and embark on that journey on your own, do everything you can to build this up from scratch, just like I did. And if that's you, that's a noble pursuit and a worthy pursuit to go after. However, there's a second option. A second option is if I could put everything I have in my power to tip the deck or to tip the scales in your favor, to stack the deck and your odds, right? What if I could do this with you so you wouldn't have to be alone? And what if I had a vested interest in your outcome and your success? What if I made sure that you had everything you need in order to be able to do blank? If I had something like that and it required you to make an investment, would you be interested in knowing more? Something like that. Okay. And if I said it again, I'd say it a different way. I literally, I teach. Well, it makes sense, doesn't it? It's like, ha, do it alone and have no resources created for me. But a little money. Or do it together. Spend a little money, but have everything. You're like, duh, of course I want to. I want to know what you're selling.

The results, you know, instead of spinning out and wasting time, money, getting frustrated, headaches, and I mean, you know, this.

Morning, Ali, I had oatmeal, right? So here's what I did. I went down, I got the yolts out. I milled them personally. No, I didn't do any of that. Right. I paid somebody money, they gave it to me, and then I just drove some water on it, you know? But wait, hold on. I went to the well first. I got. No, I didn't do that. Right. It's like, we want to spend money on things because they typically make our life better as a result than not spending money on them. But left to our own devices, and not given the opportunity. All we've done here is frame what we're doing them in the mode of service, not in the mode of I want to get something from you, but this is the reason I'm selling you, is the very reason all of us are selling anything. We truly know what we have is powerful. I'm just reminding you, the seller in the webinar, that that's what you're doing. And then I'm reminding the buyer, oh, yeah, that's what he's doing, or she's doing it. Now, everybody's comfortable. They're comfortable hearing about your offer and you're comfortable making it. And then that's when we jump into close with all the momentum behind this. Now, here's the interesting thing is nobody buys anything for what it is. They always buy it for what it does and what it can do for them. So the old saying is, you don't buy the drill for the drill, you buy it for the hole. Right. The thing, though, is we can't just sell pure benefits of what it can do for them without telling them what they're going to get. You can sell emotionally like that, but then you're going to likely lead people to be confused on whether they should buy it or not. And maybe they get excited, all jazzed up and impulsive, but later they feel like they're taking advantage of you can't sell logically, though, either. You can't say, well, it's 72 videos with 36 minutes of content per video and this is everything it is, because they're not going to be emotionally engaged. You need both logic and you need emotion. Now, of the two, you need more emotion than logic. But they need to feel comfortable that what they're buying, which is what it is, is a good deal based on the money they're going to exchange to get that. And so the offer is your core essential things that they're going to pay for. So if I'm selling, let's just say I'm selling an information course that teaches people how to get started on Amazon. So I could literally, it might be eight modules, and they each might have like six to 12 training videos with some worksheets and some cheat sheet guides and maybe a couple tools that help automate some things, and maybe a community where they can interact with people and get help. Right? That's the essential, core part of the offer. That's kind of like they need these things, and if they don't have these things, they don't have the essentials. They don't have the foundations. They don't have the things that are really important to their success. I want to explain. That's what they get. That's. Here's what it is. That's the features, essentially. And we're going to, you know, sell a little bit. You know. Module one, you're going to discover how to do blank. Module two, you're going to score how to do blank. But essentially, we want to link our price to that, and we want to do it in the first five minutes of the pitch. The reality is we cannot decide whether we want something and say yes to it or say no to it until we know the price of it. If I said, do you want this Ferrari and you don't know the price of it? You can't answer me. If I say you want this Ferrari and it's $1, you'll say yes, no more information needed. If I say, you want this Ferrari, it's $10 billion, you'll say no, no matter how much information I give you. But nobody could actually make a buying decision, yes or no, until they know the price. So my idea is, let's give them the price as soon as possible, but let's not stop there. So we link price to offer. Here's what you get, and here's what you pay for it. So, you know, we essentially, we put the price out there as favorably as possible. We can say, listen, you know, this information has helped people make hundreds of thousands of dollars in very quick order. So for the right person, this is worth $100,000. I know that there are seminars and training programs I've invested plenty in that are 10 or $25,000. And I felt like I got a good deal. That's why to get everything at your fingertips and immediately get started today for not $3,500, but just 1999 is an incredible credible deal as long as you act fast enough by going to example.com, you know, whatever the call to action is now. So we position prices as well as we can, and we say, this is the price, is what you get in exchange for your money. This is your core offer. And now we give them the opportunity to say yes or no. Now, let me tell you this, Ali. Most people will say no in this situation, and that's good, because the reality is most people don't like to say yes immediately because they were taught not to rush into anything, not to dive into anything, not to be impulsive. I mean, these are good morals to teach our children, right? But often they get away in the way of really good life changing opportunities. Because all of us can think of a time when we were too cautious and we shouldn't have been. You know, and just purely from a selling perspective, I know most sales occur the sixth time you ask somebody to buy. Not the first, second, third, or fourth or third. So I want to ask them, I'm like 26 times. I'm going to ask you for the order 26 times before I'm done. Because I feel like as long as I can give you new information that's valuable to you, you'll be okay with me asking for the order after I give you new information. So if this information wasn't good enough for you to say yes yet, let me give you some more information and then see if you say yes. Now, here's the beautiful thing. You can leave anytime you want. This isn't a timeshare pitch. If you want to just hit end webinar, you can hit end webinar. I'm not holding anybody hostage here.

Right, right.

But here's the beauty of this, Ali. So the bonuses are what they get for free. The offer is what they pay for. And free in advertising is the most powerful word you can ever use. And what I love about this is if I can delink the bonuses, which are the really powerful things, they're not necessarily the essentials, but they're the shiniest objects, they're the most alluring things, are the sexiest, that immediately, if you show them to them, their mouth starts to salivate. Right. That's what we want to use as bonuses. And so we say, what are the bonuses? I spend more time on my bonuses, both in explaining them and actually creating them for my courses. Because they look at, I'm paying $1,500 for all of this, and they might have even considered it. But then when I stack 10 bonuses that seem to be even more valuable than the thing that they were going to pay $1,500 for, and they were already thinking about paying 1,500 bucks for that, the psychological impact of that makes them say one thing and one thing only. Oh, my God, I got a good deal. Not oh my God, I'm paying a lot of money. It's, oh my gosh, look at all the value I'm getting. And that's designed deliberately. And it's free, right? Technically, is it free? No. At the end of the day, what you exchange and what you get in totality, that's everything. But we've all bought something because it came with a free alarm clock, or it came with a free set of steak knives, or it came with some sort of premium that normally has an.

Established value in the Cracker Jack box.

Hey, hey. I mean, all of us are really kids at the end of the day. And if there's a toy in the cereal box. I know sometimes we literally make decisions, purchasing decisions on what cereal we want to eat as kids based on what the toy is in the box. And we think as we get a Do it alone and have no resources created for me, but save a little money or do it together, spend a little money, but have everything. You're like, duh, of course I want to. I want to know what you're selling.

The results, you know, instead of spinning out and wasting time, money, getting frustrated headaches and.

That's. Right. Well, I mean, you know, this morning, Ali, I had oatmeal, right. So here's what I did. I went down, I got the yolts out. I milled them personally. No, I didn't do any of that. Right. I paid somebody money, they gave it to me, and then I just drop some water on it, you know? But wait, hold on. I went to the well first. I got. No, I didn't do that. Right. It's like we want to spend money on things because they typically make our life better as a result than not spending money on them. But left to our own devices and not given the opportunity, all we've done here is frame what we're doing them in the mode of service, not in the mode of I want to get something from you, but this is the reason I'm selling you, is the very reason all of us are selling anything we truly know. Yeah. So the transition is the most selfish portion of this whole training because. And I love this, because once you remind yourself of all the great, wonderful things you've done for your audience, then it becomes a lot easier to offer them more things that you can do for them in exchange. For some. What we have is empowerful. I'm just reminding you, the seller in the webinar, that that's what you're doing. And then I'm reminding the buyer, oh, yeah, that's what he's doing, or she's doing it. Now, everybody's comfortable. They're comfortable hearing about your offer, and you're comfortable making it. And then that's when we jump into close with all the momentum behind this. Now, here's the interesting thing is nobody buys anything for what it is. They all money. And that's what's great about the transition is it puts you into. The thing is you don't focus on something, you always buy it for what it does and what it can do for them. So the old saying is you don't buy the drill for the drill, you buy it for the hole. Right. The thing though is, is we can't just sell pure benefits of what it can do for them without telling them what they're going to get. You can sell emotionally like that, but then you're going to likely lead people to be confused on whether they should buy it or not. And maybe they get excited, all jazzed up and impulsive, but later they feel like they're taking advantage of. You can't sell logically though either. You can't say, well, it's 72 videos with 36 minutes of content per video and this is everything it is because they're not going to be emotionally engaged. You need both logic and you need emotion. Now of the two, you need more emotion than logic. But they need to feel comfortable that what they're buying, which is what it is, is a good deal based on the money they're going to exchange to get that. And so the offer is your core essential things that they're going to pay for. So if I'm selling, let's just say I'm selling an information course that teaches people how to get started on Amazon. So I could literally, it might be eight modules and they each might have like six to 12 training videos with some worksheets and some cheat sheet guides and maybe a couple of tools that help automate some things and maybe a community where they can interact with people and get help. Right. That's the essential core part of the offer. That's kind of like they need these things. And if they don't have these things, they don't have the essentials, they don't have the foundations, they don't have the things that are really important to their success. I want to explain doing to them. You focus on something that they're going to get a benefit out of and then you're not even selling anymore, you're servicing. And so the first thing I do is 60 second recaps. That's what they get. That's, here's what it is, that's the features essentially. And we're going to, you know, sell a little bit, you know, say if I could, if I could cover everything up into this point on the webinar that was important to them. In module one, you're going to discover how to do blank, module two. You're going to score. How to do blank? But essentially, we want to link our price to that, and we want to do it in the first five minutes of the pitch. The reality is, we cannot decide whether we want something and say yes to it or saying no to it until we know the core price, the seconds. What would I put into that? And you're going to rattle off 30 to 40amazing things. If I said, do you want this Ferrari and you don't know the price of it? You can't answer me. If I say, you want this Ferrari and it's $1, you'll say yes, no more information needed. If I say, you want this Ferrari, it's $10 billion, you'll say no, no matter how much information I give you. But nobody could actually make a buying decision, yes or no, until they know the price. So my idea is, let's give them the price as soon as possible, but let's not stop there. So we link price to offer. Here's what you get, and here's what you pay for it. So, you know, we essentially, we put the price out there as favorably as possible. We could say, listen, you know, this information has helped people make hundreds of thousands of dollars in very quick order. So for the right person, this is worth $100,000. I know that there are seminars and training programs I've invested plenty in that are 10 or $25,000. And I felt like I got a good deal. That's why to get everything at your fingertips and immediately get started today for not $3,500, but just 1999 is an incredible, credible deal as long as you act fast enough by going to example.com, you know, whatever the call to action is now. So we position prices as well as we can. And we say this. Maybe not that many. I talk faster than a normal person. We're going to say, so far today on this webinar, we discovered this is the price. This is what you get in exchange for your money. This is your core offer. And now we give them the opportunity to say yes or no. Now, let me tell you this, Ali. Most people will say no in this situation, and that's good, because the reality is most people don't like to say yes immediately. Yes. And you learn how to do that. And then you learn how to do this. Remember this over here? And now you can do this. And wasn't this great when you showed this over there and you saw this over there? And remember when I. We broke this down. Isn't this going to give you leverage, etc. Etc. Because they were taught not to rush into anything, not to dive into anything, not to be impulsive. I mean, these are good morals to teach our children, right? But often they get away in the way of really good life changing opportunities. Because all of us can think of a time when we were too cautious and we shouldn't have been, you know, and just surely from a selling perspective, they're like, oh my gosh, not only do they remember every single positive feeling that they had when you taught the content, they're reminded of it, but not over 60 minutes. They're reliant minded over at over 60 seconds and that compounds the feeling and it makes them very appreciative and very grateful for what you have done for them and it reminds you of all the great amazing things you've done for them in the last 60ish minutes. Right?

Fantastic.

I know most sales occur the 6th time you ask somebody to buy not.

This is so good. I love that you're sharing this. And I know that you want the.

First, second, third or fourth or fifth. So I want to ask them. I'm like 26 times. I'm going to ask you for the order 26 times before I'm done. Because I feel like as long as I can give you new information that's valuable to you, you'll be okay with me asking for the order after I give you this.

If you can apply these strategies that Jason's talking about, it's going to make a big difference on the outcome and the impact that you're going to make for your audience.

That's right. And I make it easy. And it is easy after you do it. A couple thousand new information. So if this information wasn't good enough for you to say yes yet, let me give you some more information and then see if you say yes. Now here's the beautiful thing. You can leave anytime you want. This isn't a timeshare pitch. If you want to just hit end webinar, you can hit end webinar. I'm not holding anybody hostage here. Right, right, right.

I love you. Put it in a process. This is your own signature process and that's very powerful. So then we move into the close.

Well, so we got yes momentum first in the transition. And so again, I like to get as many yeses as possible. Like I don't feel comfortable unless I've gotten 150 yeses before I ask them for some money. But here's the beauty of this, Ali. So the Bonuses are what they get for free. The offer is what they pay for in free. And advertising is the most powerful word you can ever use. Use and what I love. Ali, it would be fun just to transcribe this if somebody's listening and count how many times I've asked a yes question. You'd be surprised at how natural it comes at this point. But just simply things of like, now that you've seen this webinar, do you feel you can do blank? And isn't it about this is if I can delink the bonuses, which are the really powerful things, they're not necessarily the essentials, but they're the shiniest objects, they're the most alluring things, are the sexiest, that immediately if you show them to them, their mouth starts to salvate. Right. That's what we want to use as bonus. Easier to do blank than before the webinar. And now do you feel excited about blank? And can you. And so we say, what are the bonuses? I spend more time on my bonuses, both in explaining them and actually creating them for my courses. Because they look at I'm paying fifteen hundred dollars. Our time together today well spent. Even simple questions like that is I want them to build that hours for all of this. And they might have even considered it. But then when I stack 10 bonuses, want to get their head nodding, yes, I can do this, yes, I can do this. Yes, I could do this because I want to empower them.

Does this resonate with you? Is this making sense to you? Is this something that you can see.

Yourself that seemed to be even more valuable than the thing that they were going to pay $1,500 for, and they were already thinking about paying 1500 bucks for that. The psychological impact of that makes them say one thing and one thing.

Putting action right.

Absolutely. You know, and only, oh my God, I got a good deal. Not oh my God, I'm paying a lot of money. It's oh my gosh, look at all the value I'm getting. And that's designed deliberately. And it's free, right? You know, technically, is it free? No. At the end of the day, what you exchange and what you get in totality doesn't take much. But you're reminding them in a different way that, yes, I can do this. Yes, I'm you are empowering them. And when you empower somebody and then give them a tool, a software, a service, a coaching program, whatever you're selling, then they're going to feel very confident to use that tool. And this is that's everything. But we've all bought something because it came with a free alarm clock. How we transition finally from the transition to close. Now, I have a couple different ways to do this, but this is the one I. Or it came with a free set of steak knives, or it came with some sort of premium that normally has.

An established value in the Cracker Jack box.

Hey, hey. I mean, all of us are really kids at the end of the day, and if there's a toy in the cereal box, I know sometimes we literally make decisions, purchasing decisions on what cereal we want to eat. I use more often than any other. I said, listen. So here's what we can do next. I mean, the real challenge is with today is it's one webinar, one hour. And it's really hard to make lasting change together in one measle the hour. No matter how good I am and no matter how well you can listened as kids based on what the toy is in the box. And we think as we think as we get adults, that we somehow evolved past that. The reality is it's not cereal anymore, but it's still now. I understand if you're in an unfortunate position where you have more time than money on your hand toy in the box. And really, it's not a secret. We tell them what it is, and they get excited about it.

What's a lot better for you than the Cracker Jacks?

But yeah, absolutely. And you have to go at this alone. And sometimes that's the only option. And I've given you everything today to empower you to go and embark on that journey on your own. Do everything you can to build this up from scratch, just like I did. And if that's you, that's a noble pursuit and a worthy pursuit to go after, or the cereal, for that matter. But the thing is, we sell the bonuses in a very similar way that we sell the offer of those core things, but we focus a little bit more on the outcome. We focus a little bit more about the impact. And we always leave our best stuff, the stuff that's truly electrifying. However, there's a second option. A second option is if I could put everything I have in my power, not in the core offer, which is it drives people nuts when they think about this. Who are sellers. We literally take our very best thing and we don't put it in the product that we're selling it. We leave it as a bonus to standalone and shine that light on it and say, wow, look at this thing. And of course, we Give the foundational tip the deck or to tip the scales in your favor, to stack the deck and your odds. Right. What if I could do this with you so you wouldn't have to be alone? And what if I had a vested interest in your outcome and your success? What if I made sure that you had everything? The fundamental things are in the course. But guess what is the most boring thing of all? It's the funny thing you need in order to be able to do blank. If I had the metals, what's the most essential? The fundamentals. What's the most boring? The fundamentals. So we give them the fundamentals in the offer. We can link price to that. We can say, look at all the stuff you get for free. And now we help them better understand the total value involved in this. And they get very excited. And each time we throw a bonus in, we ask them for the order. So we're consistently asking them to say yes. And that's something like that. And it required you to make an investment. Would you be interested in knowing more? Something like that. Okay. And if I said it again, I'd say it a different way. I literally.

I teach people saying yes.

Well, it makes sense, doesn't it? It's like, huh? And we reverse the risk with the guarantee of why they risk nothing in money and. Or in time, do it alone and have no resources created for me, but save a little money or do it together. Then we specifically start hitting on the objections in terms of things that might get in the way of them saying yes when it shouldn't get in the way of them saying yes. And we really work those. And this is where a lot of most of this is just technique, you know, like, I know 15 different ways to handle a price objection, 10 different ways to handle a time objection, and seven ways of handling a belief objection. Actually, I know way more than that and a little money, but have everything. You're like, duh, of course I want to. I want to know what you're selling.

The results, you know, instead of spinning out and wasting time. Money.

Right. But most people don't know one way.

To handle a car for price. Do you feel frustrated? Headaches, and that's Right.

Well, I mean, you know, this morning, Ali, I had oatmeal, right. So here's what I did. I went down, I got the yolks out, I milled them personally. No, I didn't do any of that. Right. I paid somebody money, they gave it to me, and then I just drove some water on it, you know? But Wait, hold on. I went to the well first. I got. No, I didn't do that. Right. It's like we want to spend money on things because they typically make our life better as a result than not spending money on them. But left to our own devices and not given the opportunity, all we've done here is frame what we're doing them in the mode of service, not in the mode of I want to get something from you, but this is the reason I'm selling you, is the very reason all of us are selling anything. We truly know what we have is powerful. I'm just reminding you, the seller in the webinar, that that's what you're doing. And then I'm reminding the buyer, oh, yeah, that's what he's doing, or she's doing it. Now, everybody's comfortable. They're comfortable hearing about your offer, and you're comfortable making it. And then that's when we jump into close with all the momentum behind this. Now, here's the interesting thing is nobody buys anything for what it is. They always buy it for what it does and what it can do for them. So the old saying is you don't buy the drill for the drill, you buy it for the hole. Right. The thing, though, is, is we can't just sell pure benefits of what it can do for them without telling them what they're going to get. You could sell emotionally like that, but then you're going to likely lead people to be confused on whether they should buy it or not. And maybe they get excited, all jazzed up and impulsive, but later they feel like they're taking advantage of you can't sell logically, though, either. You can't say, well, it's 72 videos with 36 minutes of content per video, and this is everything it is, because they're not going to be emotionally engaged. You need both logic and you need emotion. Now, of the two, you need more emotion than logic. But they need to feel comfortable that what they're buying, which is what it is, is a good deal based on the money they're going to exchange to get that. And so the offer is your core essential things that they're going to pay for. So if I'm selling, let's just say I'm selling an information course that teaches people how to get started on Amazon. So I could literally, it might be eight modules, and they each might have like six to 12 training videos with some worksheets and some cheat sheet guides and maybe a couple of tools that help automate some things and maybe a community where they can interact with people and get help. Right? That's the essential, core part of the offer. That's kind of like they need these things. And if they don't have these things, they don't have the essentials. They don't have the foundations, they don't have the things that are really important to their success. I want to explain. That's what they get. That's. Here's what it is. That's the features, essentially. And we're going to, you know, sell a little bit, you know. Module one, you're going to discover how to do blank. Module two, you're going to do blank. But essentially, we want to link our product price to that, and we want to do in the first five minutes of the pitch. The reality is we cannot decide whether we want something and say yes to it or saying no to it until we know the price of it. If I said, do you want this Ferrari and you don't know the price of it? You can't answer me. If I say, you want this Ferrari and it's $1, you'll say yes, no more information needed. If I say, you want this Ferrari, it's $10 billion, you'll say no, no matter how much information I give you. But nobody can actually make a buying decision, yes or no, until they know the price. So my idea is, let's give them the price as soon as possible, but let's not stop there. So we link price to offer. Here's what you get and here's what you pay for it. So, you know, we essentially, we put the price out there as favorably as possible when we could say, listen, you know, this information has helped people make hundreds of thousands of dollars in very quick order. So for the right person, this is worth $100,000. I know that there are seminars and training programs I've invested plenty in that are 10 or $25,000. And I felt like I got a good deal. That's why to get everything at your fingertips and immediately get started today for not $3,500, but just 1999 is an incredible credible deal as long as you act fast enough by going to example.com, you know, whatever the call to action is now. So we position prices as well as we can, and we say, this is the price. This is what you get in exchange for your money. This is your core offer. Now we give them the opportunity to say yes or no. Now, let me tell you this, Ali. Most people will say no in this situation. And that's good because the reality is most people don't like to say yes immediately because they were taught not to rush into anything, not to dive into anything, not to be impulsive. I mean, these are good morals to teach our children, right? But often they get away in the way of really good life changing opportunities because all of us can think of time when we were too cautious and we shouldn't have been. You know, and just purely from a selling perspective, I know most sales occur the sixth time you ask somebody to buy, not the first, second, third, or fourth or fifth. So I want to ask them, I'm like 26 times, I'm going to ask you for the order 26 times before I'm done because I feel like as long as I can give you new information that's valuable to you, you'll be okay with me asking for the order after I give you new information. So if this information wasn't good enough for you to say yes yet, let me give you some more information and then see if you say yes. Now here's the beautiful thing. You can leave anytime you want. This isn't a timeshare pitch. If you want to just hit end webinar, you can hit in webinar. I'm not holding anybody hostage here.

Right, right.

But here's the beauty of this, Ali. So the bonuses are what they get for free. The offer is what they pay for. And free in advertising is the most powerful word you can ever use. And what I love about this is if I can delink the bonuses, which are the really powerful things, they're not necessarily the essentials, but they're the shiniest objects, they're the most alluring things, are the sexiest, that immediately if you show them to them, their mouth starts to salvate. Right? That's what we want to use as bonuses. And so we say, what are the bonuses? I spend more time on my bonuses both in explaining them and actually creating them for my courses, because they look at, I'm paying $1,500 for all of this, and they might have even considered it. But then when I stack 10 bonuses that seem to be even more valuable than the thing that they were going to pay $1,500 for, and they were already thinking about paying 1500 bucks for that. The psychological impact of that makes them say one thing and one thing only, oh my God, I got a good deal. Not oh my God, I'm paying a lot of money. It's, oh my gosh, look at all the value. And that's designed deliberately and it's free. Right. You know, technically, is it free? No. At the end of the day, what you exchange and what you get in totality, that's everything. But we've all bough something because it came with a free alarm clock or it came with a free set of steak knives, or it came with some sort of premium that normally has an.

Established toy in the Cracker Jack box.

Hey, hey. I mean, all of us are really kids at the end of the day, and if there's a toy in the cereal box. I know sometimes we literally make decisions, purchasing decisions, on what cereal we want to eat as kids based on what the toy is in the box. And we think as we get adults, that we somehow evolved past that. The reality is it's not cereal anymore, but it's still the toy in the box. And really, it's not a secret. We tell them what it is and they get excited about it.

Well, it's a lot better for you than the Cracker Jacks, but yeah, absolutely.

Or the cereal, for that matter. But the thing is, we sell the bonuses in a very similar way that we sell the offer of those core things, but we focus a little bit more on the outcomes, we focus a little bit more about the impact. And we always leave our best stuff, the stuff that's truly electrifying, not in the core offer, which is it drives people nuts when they think about this. Who are sellers. We literally take our very best thing and we don't put it in the product that we're selling it. We leave it as a bonus to standalone and shine that light on it and say, wow, look at this thing. And of course, we give the foundational things, the fundamental things are in the course. But guess what is the most boring thing of all? It's the fundamentals. What's the most essential? The fundamentals. What's the most boring? The fundamentals. So we give them the fundamentals in the offer. We can link price to that. We can say, look at all the stuff you get for free. And now we help them better understand the total value involved in this. And they get very excited. And each time we throw a bonus in, we ask them for the order. So we're consistently asking them to say yes. And then we reverse the risk with the guarantee of why they risk nothing in money and. Or in time. Then we specifically start hitting on the objections in terms of things that might get in the way of them saying yes when it shouldn't get in the way of them saying yes. And we really work those. And this is where a lot of most of this is just technique, you know, like I know 15 different ways to handle a price objection, 10 different ways to handle a time objection, and seven ways of handling a belief objection. Actually, I know way more than that. Right. But most people don't know one way.

To handle for price. Do you feel like there's a sweet spot on a webinar?

There absolutely is a sweet spot on a webinar. First of all, it depends on your market, right? So if I'm going to sell weight loss to a mass market audience, my mass, mass market is, you know, for better or worse, tens of millions of people just in America alone that potentially could be qualified for my product. So we're going to sell a lower end type of product. We might sell something for 200 to $500. That's going to be the sweet spot. Most businesses though, or I mean most people selling something on a webinar, your sweet spot is going to be about 1,000 to $2,000. Certain markets you can go up higher than that. My best webinars sell things that are $10,000. But that is an anomaly. There are certain things, no matter how good the webinar is, can't replace the touch of a one to one conversation. But in that case, a webinar can set it up. But I always look at what's the highest price point that I can sell something to somebody without having to personally touch them, Meaning I can do it in a one to many situation. What can the market bear at the absolute top end? And that's where I start. Most people start at the low end or they start at the middle. I say, listen, if I can see these other people over here in this market are selling something that frankly I think is second rate at best, but people are buying it for $2,000. I'm going to make something five times better than that and I'm going to sell it for $2,000. And if I notice instead people in that market are paying $3,000 willingly, I'm going to find something that's five times better than what they're paying $3,000 for and sell that. But yeah, that's a great question. Because there are things that a webinar can't do and there are certain times when you don't want to emphasize and use them on the webinar where they can be wasteful. But a lot of this, you know, a lot of things is like we have to be salespeople whether we want to admit it or not. And so you're not a salesperson if you can't handle a price objection. If somebody says it costs too much. I mean, there's probably no joke. Ali. Probably 50 ways I could answer that question. And most of them I just have memorized. At one point in time, I used to do a close a day, so I would write a close on a three by five note card. And I wake up in the morning not know the clothes. And by the end of the day I would know that close cold. And I did that for six months. And then everybody said, oh my God, Jason, you're so good. I'm laughing, I'm like, I didn't spend any time, but I prepare because I felt obligated to be at my best so I can help my customers. And that's what the objections are really going to do. Because most sales are not lost in the no, they're lost in the maybe. They're lost in the maybe. More than anything, most people don't want to say no. Most people, because no is final.

You know, I think when in a lot of the business owners that I talk to and depends on the level that you're at, I think that once you're getting in the higher six figures into seven figures, you know, you realize you really have to have a revenue driven company and it is all about cash flow. But the thing is, is that when you are truly passionate about what you're doing and you really believe in it, you don't want to settle for someone's no or their objection because you know that they're just holding themselves back. I mean, if it's a good fit and if you really can help them. And I know from webinars that we've done over the years, I've been able to have people take that step, work with me, I mean, all over the world. And it has changed their life. And so it just, it feels really good to share that. So. But it, you have to, like you said, I mean, you really took the time to practice in your head and to overcome those objections. Because I think when people say no, even if it's like silence on the webinar, then people freeze and they don't know what to say. And then they go, but the person says no. And they go, okay, yeah, well, I.

Mean, a lot of people, again, they're not going to say no. They're going to say, well, let me think about it. Or they're going to say, they're going to say, I think I'm going to do It. Or they're going to say, okay, I got to talk to somebody. Or they're going to say, gee, I don't know. Because they're afraid to make a decision. Most people are simply afraid to make any decisions. Like the boy works with psychiatrist and he says, I'm not. And the guy says, let me understand, you have trouble making decisions, is that right? And he goes, well, yes and no. It's funny to see this, but it's true. And unfortunately, most people let little things cheat them out of big opportunities. And so it's so silly to have somebody say, well, gee, Jason, I can't afford this thing for $200. And then you say, well, pull out your statement, your credit card statement. So you spent $200 in movies and Starbucks. And they last week, and how is that helping you fix this problem? And they're like, oh, gee, you're right, it's not a matter of the money or not. I was looking at that incorrectly. Your job is to help them see if they're making the right decisions because clearly whatever decision making strategy they're working right now isn't working for them. And so the objections help do that. The beautiful thing about these are they're universal, is like, I will tell you, I know people that are worth maybe even a billion dollars. People call them billionaires. I don't know if they actually worth a billion or not, but they're my friends. And they'll be concerned about paying $10 too much for a piece of like a clothing, like a shirt. Right. Or shoes. Like, I don't know if I should spend $200 on that shoes. Maybe I'd get these other shoes for $100. And you say, listen, you have to buy three pairs of those $100 shoes in the time that that one pair of $200 shoes is going to last. And billionaires have that problem, that deficit of thinking when it comes to making a decision, because they fear making the wrong decision more than they fear making a decision. And making a decision is easier to make it right than it is to make the right decision. So the objections are what do that? And that's where most of your money is going to be made is after everything else is done, hanging in there. Now, I sell harder than anybody about Ally, but I've never been accused of being a hard seller. Well, I won't say never, but very rarely do I ever get accused of the hard sell because it comes across in the service attitude that I provide of the education first. And secondly, it comes across in My ability to show that I'm willing to hang in there with them and put up with some of their little excuses and little things that they're trying to tell themselves and not accept that, because I believe in them more than they believe in themselves. And that's how we demonstrate that. It's one thing to say it, it's another thing for them to feel it. And that's way more valuable. And that's ultimately what's going to get those tough sales. And then scarcity, the last thing here, on the other thing is we put that throughout the whole presentation is people, unfortunately or fortunately, depends on how you look at it, are today presented with more choices than they ever had before. You know, like when I was a kid, we had. If we had cable, we had 30 channels. You know, when my parents were kids, they had four channels. My children have over 900 channels just in cable alone with the speaker of Netflix and Hulu and all that kind of stuff, right? And, you know, if you go down just to bring up cereal again, go down the cereal aisle and see how many different choices of cereal there are to choose from these days. And if you've ever seen one of those drink machines at a restaurant where it's not just like six fountain sodas, right, it's literally a combination of 3,000, you can have Sprite, you can have Sprite Diet, you can have Sprite Diet with cherry in it, right? We face more choices than ever before, and therefore we're less likely to make a commitment than we ever have before, good or bad. But I also know for those of us who went to school, oftentimes the thing that we studied the most, that when we study the hardest is the night before the exam, right? For better or worse, the human being is made up of not wanting to make a decision. Scarcity is going to be the thing that motivates them most likely to make a decision. So we have to have a reward for acting on something that's good for them and a penalty for not acting on something that's good for them in a period of time. So that could be a price increase. That could be. The offer isn't going to be available anymore. That could be a bonus goes away. That could be any number of variations of those things. But absolutely, it's essential, no matter what you sell, that you have to introduce scarcity, not indirect, like, hey, one day this might go away. It's like, no, here's the deal. By Tuesday, if you haven't made a decision, let me just make that decision. For you, I'm going to take it away from you. So you either have to decide once and for all to confront this and really look deep down in your heart and soul and say, is this for me or not? And you got until Tuesday to make that happen. Now they're like, okay, now I'm going to pay attention to you and not the 6,000 other things that are bouncing around my brain right now.

Right, right. But if you do make that decision and you do move forward, it's. You're going to be so happy for whatever the transformation or the result that's to going, going to occur. Otherwise, you jump on Jason's webinar a year from now, and you're in the same place that you were.

That's the close. You know, the clothes.

That's much more of a travesty.

That's funny, because that's one of the commitment frames we use. Ali, as I say, listen, nothing pains me more, nothing hurts me more than if I show you how to solve your problem. And I run into a year from now. And I say, how's it going? And you say, not so good. And I say, why? You say, jason, unfortunately, I saw that first same problem. I say, well, did you do what I should? And you said, no. I said, that's like driving a dagger through my heart. So promise me that you won't do that. That could be commitment in the intro, in the close, it could come down to, hey, listen, if I have to. If I have to reach deep down inside and give you a little push to help you get started, I'm going to do that. And that's what the scarcity is. Because left to your own devices, without dialing up the pressure a little bit, it's easy for you to get complacent. And remember what I said earlier, if I ran into you a year from now and you haven't done anything, how much that hurts, hurts me. This is how you're going to help me, and this is how I'm going to help you. And this is where it starts. You got to act right now, though, at this URL, blah, blah, blah, yada, yada, yada, right? So a little of this. I mean, some of half of this is attitude. Do you truly believe you have something that is worth far more than you're asking for and for the right person is going to make the difference for them? And then secondly, if you do believe that, that's the attitude portion, that's 50% of the other 50%. If. Have you done the preparation you can't just show up and wing it. I wish you could, but you can't. Winners have to do the things that losers won't do. And a lot of this is just a lot of unspectacular preparation that precedes spectacular performance. I'm telling you, you don't have to spend as much time as I do, but you can. You can get a lot of this, the shortcut of it, by going through here. And just let me know how it works out for you. That's all I ask.

Well, I love it. So I have one quick question. And we've gone way over time, but I just let us keep.

I'm good at that, by the way.

So that I wanted to. I so appreciate you sharing your wisdom, your time. Jason, one quick question. This, because you've got.

By going through here and just let me know how it works out for you. That's all I ask.

Well, I love it. So I have one quick question. And we've gone way over time, but I just let us keep.

I'm good at that, by the way.

So good that I wanted to. I so appreciate you sharing your wisdom, you, your time. Jason, one quick question. This, because you've got the transition, and again, we're going to give this to you when you go to our library, and that's when you start transitioning to the close your seating of the offer, which is what I had always learned, but I had it before, you know, something like for the transition. And again, we're going to give this to you when you go to our library, and that's when you start transitioning to the close your seeding of the offer, which is what I had always learned. But I had those of you that are going to want to go deeper with this, that are so inspired, do not worry, because we're going to be able to give you an opportunity towards the end of the call, but we're going to dive into the content right now. Is that something that you do?

I've done. I do everything. So I'm constantly experimenting. So hilariously enough, I invented a technique probably eight or nine years ago. We're in the introduction. Ali, I would say, listen, my goal here today is to give you XYZ and essentially allow you to do xyz. And I said, if I do xyz, then at the end of it, would it be okay if I sell you something? As long as I make good on my promise to do xyz? So let me ask you again, if I were able to just show you how to do X, Y and Z. That. Would it be okay for me to sell you something at the end of this webinar? Yes or no? And people would say, yes. And I used to use that technique for years, and unfortunately, I taught that technique and everybody started using it. And so I get on a webinar and say, okay, you learned that from so and so. Learned that from so and so. Who ended up learning it from me? And so I quit doing it because I was like, ah, I got to reinvent my own technique because the novelty has wore off. Right? But so I used to do that for every webinar I ever did. And I would much prefer to err on the side of being too aggressive in helping somebody than not being aggressive enough. But it is very, very comfortable for a lot of people. And I recommend it for a lot of people to say, at the very beginning, I'm going to show you a lot of powerful things today that you can do for free. Now, there are some things that we put a lot of effort into, a lot of time, a lot of resources that are proprietary. These are additional advantages that you might be interested in if you're really looking to shortcut the process to get here with whatever your childhood. Right. So not only do I have information that's going to be valuable for you today, but I also have opportunity for you if you're looking to go even further with me. But let's not put the cart before the horse. And now they're like, okay, in any situation, the more you put up front that you have something that's transformative, that doesn't cost a lot compared to what it can do for you, the more likely they are to be comfortable with it. So, like, in the content section, I will literally show them actual inserts or screenshots or pictures of part of my product in advance. Now, sometimes I tell them it's in a product I sell, and sometimes I leave it up to the imagination. But they are literally seeing, like, if I say, listen, these are the 19 emotions that somebody goes through that can influence whether they purchase or not your products. These are the three we're going to focus on today. And I might have this Beautiful spreadsheet of 19 emotions professionally laid out with all this really good graphical stuff. And you know what they're going to do? They're going to say, this is immediately what they're going to do. They say, I want that thing that he just showed me there, Right? And I might not tell them that, yeah, I'm going to sell you that thing. But they're already saying, boy, I would pay money for that if I could get it. And I want to create that feeling as much as possible. So that way it doesn't go from cold to sell. Right there, zero to 60. Right. So any of those things that we can do in advance. The reality is nobody, nobody really gets upset when presented with the opportunity to buy something. In fact, whole days are spent going shopping. Black Friday is celebrated. People love to spend money because it's more important, exciting for them to spend money than it is to just keep it. And so we're not doing anything wrong by selling something to somebody, and it's okay for us to tell them. Literally, I have a webinar that says, listen, I have the software I want to sell to you, but before I can sell it to you, there's some things you have to know about it first. So if you're willing to learn these things, I believe then you can decide if the software is for you or not. Want to come to my webinar and see what it is? And by the way, they learn a lot in that webinar. But the whole thing, frame is situated around. Maybe you want to buy this thing, take a look. And people like to buy things. It's okay.

Direct and straight and honest. This is like you're not hiding anything. You're being completely congruent.

Yeah. Now, sometimes you got to worry about sticker shock. And sometimes people are. But the whole frame is situated around. Maybe you want to buy this thing, take a look. And people like to buy things. It's okay.

Direct and straight.

And will turn themselves off to the idea and close themselves shut if you get a little too ahead of them. So all of these things are nuanced. All of these things are calibration. And everything is, you know, everything sounds good until you put in the real world and see what happens. But the idea here is we do it all. So sometimes we're very direct with the offer. Sometimes we think for this particular offer to this particular audience, it's better to lead them step by step to this conclusion. Other times we can start there and work backwards. It's all contextual. But the good news is this. Here's what I like about this, Ali. This is the thing I don't think people understand about digital marketing. If my webinar that I do to my audience misses the mark a little bit today, I can fix it tonight and I can do that webinar to a different. This is.

You're not hiding anything. You're being completely congruent.

Yeah. Now, sometimes you got to worry about sticker shock. And sometimes people audience tomorrow or even better, and we've done this. Go back to the same audience and say, hey, I kind of let you down. What do I mean? I was attempting to really show you this, and I know if I did, I think you would have got it, but unfortunately, I didn't do a good enough job. Would you be willing to come back and give me a second shot? Because I made some changes to that webinar you saw the other day. Now, some of it's the same, some of this big change, because I think if you understand this, this is going to be more helpful to you. Would you like to come and see it again? And you would not will turn themselves off to the idea and close themselves shut if you get a little too ahead, believe how receptive an audience is to a message like that. So ultimately, you have to remember this is a conversation that we're having that comes from the feeling of service and helpfulness. And that's. If you understand that, then you understand the real power of a webinar. And then. So all of these things are nuanced. All of these things are calibration. And everything is. And everything. All the technique that comes down to here, people are now going to be very happy to hear. But if you don't understand that, then, yeah, I can understand why you'd be uncomfortable selling.

Well, this was so great, Jason. Wow. You really. This was such a gift, and I so appreciate you sharing all your brilliance with us.

Well, thank you so much for having me, Ali. I really appreciate you and I'm grateful for the opportunity to. Yeah.

Well, I hope a lot of people watch this, and I just. This is probably one of our longest shows, but it's so good. So I know you all have enjoyed this, and then you can take it.

You know, everything sounds good until you put it in the real world and see what happens. But the idea here is we do it all. So sometimes we're very direct with the offer, sometimes we think for this particular offer to this particular offer and apply.

It in your own businesses so that you can just. Just go crazy and get all your products and services out there and make a difference in the world. So that's what we're all about here. And so, Jason, thanks for spending the time with us. And remember to subscribe to Ally and you, you can go to allisonmaslin.com iTunes. We are on just about every platform that's out there. You can also go to subscribetoally.com it will get you to the same place we are every Wednesday, 4 o' clock Pacific on Facebook Live. And you can audience.

It's better to lead them step by step to this conclusion. Other times we can start there, connect with us there.

And other than that, get out there and elevate yourself because.

And work backwards. It's all contextual. But the good news is this. Here's what I like about this, Ali. This is.

You are right.

The thing I don't think people understand about digital marketing. If my webinar that I do to my audience misses the mark a little bit today, I can fix it tonight and I can do that webinar to a different audience tomorrow or even better. And we've done this. Go back to the same audience and say, hey, I kind of let you down. What do I mean? I was attempting to really show you this and I know if I did, I think you would got it. But unfortunately I didn't do a good enough job. Would you be willing to come back and give me a second shot? Because I made some changes to that webinar you saw the other day. Now, some of it's the same, some of it's been changed because I think if you understand this, this is going to be more helpful to you. Would you like to come and see it again? And you would not believe how receptive an audience is to a message like that. And so ultimately you have to remember this is a conversation that we're having that comes from the feeling of service and helpfulness. And that's. If you understand that, then you understand the real power of a webinar. And then everything, all the technique that comes down to here, people are now going to be very happy to hear it. But if you don't understand that, then, yeah, I can understand why you'd be uncomfortable selling.

Well, this is so great, Jason. Wow. You really. This was such a gift and I so appreciate you sharing all your brilliance with us.

Well, thank you so much for having me, Ali. I really appreciate you and I'm grateful for the opportunity to serve.

Yeah, well, I hope a lot of people watch this and I just. This is probably one of our longest shows, but it's so good. So I know you all have enjoyed this and then you can take it and apply it in your own businesses so that you can just go crazy and get all your products and services out there and make a difference in the world. So that's what we're all about here. And so, Jason, thanks for spending the time with us. And remember to subscribe to Ally and you you can go to alisonmasland.com iTunes. We are on just about every platform that's out there. You can also go to subscribetoally.com it will get you to the same place we are all every Wednesday, 4 o' clock Pacific on Facebook Live and you can connect with us there. And other than that, get out there and elevate yourself because you are worth.