Why You Need a Webinar With Jason Fladlien

Igor Kheifets: I’m Igor Kheifets and this is the List Building Lifestyle, a podcast
for those who want to build a large profitable email list and make six figures from
anywhere in the world. If you would like to get rich by building a large email list
while helping people, this podcast is for you. I also invite you to attend a free web
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it’s time to claim your list building lifestyle.

Welcome back to another edition of The List Building Lifestyle with your host Igor Kheifets.
Today I am extremely excited because my next guest is just a diamond on top of a pile of
jewelry of guests that I’ve had in the recent month. I mean, coming off of interviews with
people like Dean Jackson. I am really excited about my next guest because in the recent
month as you know I’ve been reporting on this, we’ve been playing with webinars. Now,
I’ve been marketing online for over 10 years at this point and we never incorporated
webinars because I’ve just focused on paid traffic and scale it to three email marketing
but when we incorporate the webinars into our system we literally skyrocketed overnight
even when our webinars sucked. And for the first couple of months they did suck
very much, mostly because of me because I refuse to let go of some old notions
that prevented me from improving them. But even when they suck we still ended up
making more money. We ended up creating a brand new traffic source and scaling our
business after a two year of complacent patch.

In other words we couldn’t grow for a couple of years and then all of a sudden
with the webinar we increased our revenue by 30%. So that’s why I’m excited to
bring in my next guest who’s just a world class expert at webinars. He’s arguably
better at this stuff than anyone else, at least from the people I’ve studied. I
mean, I know it’s going to sound outrageous but I sincerely believe with every
fiber in my body that my guest is better at webinars than some of the greatest
internet marketers in history of our space including people like Russell Brunson.
Russell, no offense, we’ve [inaudible 00:02:32] on the show as well. So I’ve
tested pretty much every mainstream if you can call it that way, webinar strategy
out there. I’ve literally field tested it by running both warm and cold traffic to
it. And I’m happy to report that none of them matched the results I’ve got with
this particular strategy that I learned from my next guest.

So without further ado allow me to bring you and introduce to you my friend
Jason Fladlien, the author of One to Many or pretty much the best darn book on
webinar marketing that is right now on Amazon. So go on Amazon right now and look
it up. One to Many. And of course the creator of the world’s most profitable
webinar, I believe if my numbers are correct. Jason actually created a … I mean,
this is outrageous guys but this is true, a 100 million dollar webinar. So if you
ever heard of amazing selling system, those guys made a big splash in the
e-commerce space and in the Amazon Education Space. So Jason was actually the
brains behind the webinar. He crafted the offer, he crafted the slides, he managed
the whole campaign and he pretty much built out this incredible framework that
since then have been applied to just hundreds of different businesses and works
just as well every single time. And so Jason thank you so much for being here.
It’s a pleasure hosting you on the show.

Jason Fladlien: Igor I’m happy to be here.

Igor Kheifets: Man look, I know it’s really … I really want to dive into the
specifics of webinar marketing. I would really love to do that because this is the
stuff that excites me these days, and I will start of course on that as I was
sharing with you before we hopped on the call. But I also recognize that most of
our listeners right now probably don’t have a webinar of their own, and they
probably have a few ideas about what webinars are that may prevent them from
creating one for themselves. And that would be a big mistake for them because
webinars are really profitable. So I guess the first place I’d like to start that
is a free to share with us, why webinars? Why do they work so well? And how did
you decide to get into this space?

Jason Fladlien: Yeah. So if anybody is listening to this and you don’t have a
webinar right now I envy you greatly and I’ll tell you why. Because I have
webinars and it’s very hard for me to just take a monumental exponential leap in
my income because I’m already using what I feel is the greatest thing to achieve
that. Now, if you don’t have that and then you add it to your business, oh my God
it’s one of the easiest way. So you heard Igor in the introduction say how he
broke through the ceiling, increased by 30% because he essentially added one extra
element. There are very few things in business that allow you to do that, and the
webinar is one of them. Now, I’ll tell you why in a second that is the case, but I
just really want to dispel this notion of if I don’t have a webinar then I’m at a
disadvantage because I’m too new, I’m not qualified enough yet, I got to somehow
pay the dues, I got to climb the ladder one run at a time.

And I’m here to tell you, you don’t. You could just start at the top of the ladder
and the webinars are the way to start there. And I’ll tell you the webinar shows
your customers or potential customers what it could be like to be your customer in
advance of having to be your customer. So what do I mean by that? What I mean by
that is say whatever you’re selling. Now I’m assuming Igor most people listening
to this podcast they sell information. Would that be [inaudible 00:06:03]?

Igor Kheifets: Information products and maybe sometimes software. Some of them
are agency marketers catering to small businesses but for the most part it-

Jason Fladlien: Perfect.

Igor Kheifets: … would be fair to assume information. Yeah.

Jason Fladlien: Now let’s look at every single one of those industries. So
information marketers are great because what do you selling? Information. So if
you can provide information in advance and you show somebody my information makes
you feel better than other people’s information related to this topic. What do you
suppose happens if somebody encounters a complete stranger and that stranger in 15
minutes can give them a piece of information that completely changes their whole
outlook on a problem? Igor what do you suppose happens when you can take a
complete stranger and in 15 maybe 20 minutes have them say, “Oh my God, what you
just told me changes everything about how I’m dealing with this problem.” What do
you think happens?

Igor Kheifets: Well that’s a loaded question. I mean it happened to me with the
book, right? So when I picked up a copy of your book after going through some
failure with webinars and kind of researching every topic on it, well then just
flipping through a few pages especially the part where you spoke about the
introduction and then you broke down how the webinar needs to look like from a
bird’s eye view. That took me about 15 minutes to read and that was a big “Aha”
moment. I remember like the day and I was in my bed, it was about 30 minutes past
midnight. I was trying to figure out webinars and that was a big light bulb
moment. I dropped the book, I ran downstairs and I had to like start working on it
because the energy changes. And there’s like I feel my brain starts buzzing. It’s
so weird. From that point forward to me there was no other authority on the topic,
just Jason Fladlien.

Jason Fladlien: Now, that’s a very interesting observation that you just made
there because if I had to read the minds of the listeners hearing this they’re
going to think initially like most people do that, “Well, I don’t possess that
type of information to create those paradigm shifts or those “Aha” moments because
I’m not nearly the expert that an Igor or Jason may be.” But what you’ll discover,
at least the way I approach webinars is its less the content of the information
and it’s more how you contextualize it. So the reality is at the end of the day
everything is essentially broken down to fundamentals. There are no really massive
secrets that lasts forever, and ever. Maybe tactical advantages that can give you
some slight bumps here and there, right? But essentially it’s like you want to be
happier, you sleep better, you eat cleaner, you exercise, you meditate, right?

I mean these are not groundbreaking new concepts, but how can you take somebody
who knows they should eat better and get them to eat better within one interaction
of your … It turns out it’s not that important the kind of information you
present, it’s much more important in how it’s presented. Now, 99% of the emphasis
focus training, education out there about information and content is all put on
the content itself. What are you going to say? And so little of it is what’s
surrounding that. So for example, in the introduction section of my webinar
framework I talk about how say you have a cup and the cup is filled with … let’s
call it piss because this is [crosstalk 00:09:13].

Igor Kheifets: I love it. I love it.

Jason Fladlien: … another picture that you won’t forget, right? And I’m
trying to put tea into that cup. I can’t do it no matter what. I could have the
greatest team in the world, but your cup is filled with piss, and so I try to pour
tea into it and I’m screwed, right? You got to dump out the pee before you can put
in the tea. You know that’s the ride for you there. And so in our webinar
introduction before we can never make any message [inaudible 00:09:36], we first
have to remove the inbuilt biases that would prevent that message from breaking
through in the first place. And hopefully I’m not getting a little too technical
here, but the idea here is you can’t let in good information until you first get
rid of the bad information that’s already in the brains of your prospects that are
coming onto your webinar. And a lot of people don’t realize that.

So what they’re trying to do is they’re trying to put more liquid into a cup
that’s already filled. That is a huge mistake. Whether you end up doing, and this
is why the big gurus their disadvantage becomes your advantage is they try to use
their expertise to educate somebody who is already filled with education. And all
you have to do is remove all that noise. And then what happens when you remove
noise, you can whisper something and it will have a great impact. Where before you
might be screaming at the top of your lungs yet no one hears you, right? And
that’s the whole concept here. So if you’re a beginner in the information, how you
present the information. Your information may be exactly the same at the end of
the day as the next guys, right? But how you’ll present it is going to have such a
greater impact. And if somebody says, “Wow, this is what it’s like to consume
information from him versus somebody else. And now I have the opportunity at the
end of the webinar to give this guy or this girl more money or give him some
money.” Right?

That’s an easy sell to make. It has nothing to do with forward close techniques
and scarcity and risk reversal. All those things are nice, right? But at the end
of the day you showed in advance what it’s really like to be your customer and
then you’ve given the opportunity to become your customer. Now they’re convincing
you that they should spend money with you as opposed to you trying to convince
them, and that’s information. So you’re using information to sell information. It
seems obvious yet most people miss the obvious, right? And then you look at
software. So I started the company Rapid Crush with Wilson Mattos, my business
partner in 2011 on the whole premise of we’re going to build a software company.
Because I got tired of teaching information and not getting 100% success trait. I
have higher expectations Igor. I want every single person who spends money with me
to make more money than they spend with me. Unfortunately I’m only responsible for
a certain percentage of that equation. There’s also some responsibility on the
user side-

Igor Kheifets: Some.

Jason Fladlien: … Right? Yeah. But I would love to if possible get as many
people to be successful as I could. So I thought up until that point that the
missing link was interfaces. If I could take the information and put it into an
interface, then that would allow me to have more of an advantage in serving
customers than my competition could. So software is automation at the end of the
day. So if you’re selling software you’re selling a way to automate an outcome
which is the same exact thing that you’re teaching if you’re teaching information,
which is how to achieve a different outcome. And so a software is essentially the
same exact sale. So if you show somebody, “Hey listen, this is how you should
achieve this.” And then you give them a faster, easier, quicker, more effective
way of doing that in the form of software, you just won, you just made the sale.
But again you’re showing them what the future is like in the present, and you’re
giving them a vehicle to get to that future as quickly as possible. That’s an easy
sale if you can accomplish that.

Agencies are the same thing. The agency is, “I would rather hire you to do it than
do it myself.” Well, in order for me to know the right way to do it I have to be
informed. How do I get informed? Through education, right? And so with an agency
if you can show them exactly the process and then give them the opportunity to do
it by themselves, which nobody wants to do-

Igor Kheifets: Of course.

Jason Fladlien: … Or to pay you to do it for them, then that’s an easy sale,
right?

Igor Kheifets: Yeah.

Jason Fladlien: And so the whole concept here is I don’t care who you are,
beginner, expert, intermediate, right? The idea at the end of the day is you got
to sell something that changes somebody’s life positively. You got to sell
something that whatever they exchange in money, they get far more in return and
value. And the webinar I have found is more often than not the most effective
vehicle to show somebody that, that exchange of money for value is going to come
out in their favor.

Igor Kheifets: Wow. There’s so many things that I want to touch on. It just way
too many to cover. But you know what? Let’s focus on this. So the webinar is truly
the best way to kind of demonstrate value, show future results in the present.
Okay. Now what if we don’t necessarily have any social proof because the first
part of your process is, “Okay, within the introduction let’s really quickly
establish our social proof.” So, okay let’s just say we don’t have a social proof.
What do we do?

Jason Fladlien: Well, everybody has social proof by the way. So it’s very funny
that people are just very unaware of the leverage that they already possess. So
I’ll give you an example because … But by the way every position has an
advantage within it. And this is what I like about the webinar. So if I’m in a
market where I have no testimonials, if I’m in a market where I’m brand new,
right? How do we put that into an advantage for our audience? We say, “Listen,
here’s the deal. What I’m really offering you, this should be something that we
should sell for 10 or 20,000 dollars because how valuable it is. But because
you’re going to be my Guinea pig, you’re taking a chance on me, you’re going to
get 20,000 dollars worth value for just 1,000 dollars. And also you’re going to
get me working 10 times as hard for you as I would or as you would if you went to
somewhere else.”

Why? Because I have a reputation to make because I wanted more. And now you just
took in a huge advantage from your positioning, your leverage is the lack of
social proof becomes one of your strongest selling objectives. Advertising done
effectively is just really an articulation of the truth. It’s kind of funny
because we think that we have to run from the truth somehow to sell, which is
silly because all really good advertising is just the truth spoken eloquently. And
that’s what I did right there. Now, obviously if you don’t care about the
customer, obviously if you don’t have 20,000 dollars worth of value that you could
sell for 1,000 dollars then I hope that you never sell anything because you
shouldn’t be. You should never be able to take a customer on that you can’t serve.

So I don’t want anybody to be successful in that situation. But most of you it’s
fairly easy. You already can have that. Or if you don’t have it personally you can
find a product that does. So we sold 25 million dollars of somebody else’s
product. We weren’t the product creator, but we were the one that could best
articulate the value of that product and why it was the best solution for that
audience. And that’s how you win. So when somebody says to me like, “Hey Jason, I
don’t have customers. I’m brand new.” I say, “Great. That’s a huge advantage being
brand new.” People like an upstart. Most entrepreneurs love to take chances on the
next big thing because they can see a part of themselves in that person, right?
Every position has an advantage. What you need to realize is that you are the only
disadvantage preventing the client from seeing that.

Igor Kheifets: That’s beautiful. I love how straight forward you are too. And
then you take the skeleton, you make the skeleton dance. In copywriting that
technique is called damaging admission, right? Taking whatever’s wrong with your
product and-

Jason Fladlien: Yeah. Well, you call that damaging Igor, but I don’t think
there’s anything damaging about it. There’s no admission there. It’s the truth
spoken eloquently, right?

Igor Kheifets: Yeah. So what I meant to say, but thank you for calling me out
on that, basically you take the flaw and you turn it upside down into an advantage
into [crosstalk 00:17:02]-

Jason Fladlien: What flaw? I don’t see any flaws there.

Igor Kheifets: … Right? Well-

Jason Fladlien: It’s great.

Igor Kheifets: … that’s how it is positioned initially, right? Initially it
is-

Jason Fladlien: There’s no flaw there. It’s fantastic that you have no social
proof because you’re going to work extra hard to get your social proof and they’re
going to be your social proof. So when they sign up, they’re getting a deal with
the explicit expectation that they’re going to come out and sing your praises when
you’re done. Because you’re going to change their whole world, right? There’s no
flaw there.

Igor Kheifets: Now listening to this, now I can truly appreciate this, but when
I first got into the coaching space I went on the Warrior Forum and which I’m sure
you know what that is. And I sold my first coaching package for 300 dollars. I had
no social proof. I had no proof whatsoever. I wasn’t even making proper money yet.
But what I’ve done was they said, “Okay, here’s who I am. Or like I know how to
build lists.” And here’s a screenshot from my [inaudible 00:17:49] account. And
I’m looking to fund my wedding and I really want to take my wife to Czech Republic
to get married in a castle. And I said, “Well, I’m looking for a couple of
coaching clients and I’m doing a lifetime deal for 300 dollars.” Because (a) I
don’t have a social proof, and (b) I need the money by this date and (c) Because
look, “I’m no guru, but I’ll just work extra hard for you.”

And I’ve had three people sign up for that. Okay. All of them became successful.
The first one was a screenwriter dude from UK. I don’t know what he’s doing now,
but I took him to about a thousand dollars a month. The other was a lady from
California. She ended up building a 20,000 dollars a month business. And the third
person was a guy from Australia. His name is Jason. And I took him to 8,000
dollars per month within the first 90 days. And there was almost magical because I
wasn’t making that kind of money when he signed up with me. But it was like as
soon as he signed up and these other people gave me money, it’s almost like I
received some kind of permission to be successful.

Jason Fladlien: Everybody listening to this podcast right now wish they would
have been there and had the opportunity to take advantage of you [crosstalk
00:18:54]. Right? So who lost? Them, right?

Igor Kheifets: That’s a good one.

Jason Fladlien: And I would put it to everybody listening is all of you could
create an offer like that and until you do everybody else misses out. That’s
selfish.

Yo, it’s Igor. If you’re loving the content hop on over to
listbuildinglifestyleshow.com for more free training and a free transcript of this
episode. Oh, and I’d really appreciate if you logged into iTunes and rated the
show. It really helps. Thanks.

Igor Kheifets: That’s beautiful. And I love also the concept of partnering up
with someone else because there’s a difference between the product and an offer,
right? So you said you took someone else’s product and you sold it. Basically what
you’ve done, you packaged it into a sexy offer. And this is what people don’t
understand. There’s a fundamental difference between just having a product and
billing as a sexy offer or a sexy proposition delivered over a webinar.

Jason Fladlien: Oh, yeah. I mean, so the number one goal and anybody can do
this, which is really exciting because it’s just creative problem solving, is how
do we make a dollar only cost a dime. I don’t care how bad you are at selling. If
you’re selling dollars for dimes it’s not a very hard sell to make. So the reality
is like, “What’s your favorite sport?” Do you like sports Igor?

Igor Kheifets: Yeah, I’m a soccer guy. So-

Jason Fladlien: I knew you were going to say soccer.

Igor Kheifets: Yep.

Jason Fladlien: So imagine if you could have two goalies instead of one goalie.

Igor Kheifets: Oh, that’s nice. That would be awesome.

Jason Fladlien: That would be awesome. And maybe it’s a little complicated at
first, but if you get to penalty shootouts if you had three goalies one can dive
right, one can dive left and one can stay in the middle, right?

Igor Kheifets: Yeah.

Jason Fladlien: It would change the whole nature of the game. You would have
such an advantage. Now you can’t change those rules. That’s cheating. But in
business rules are way more malleable, right? Are malleable. So I can change the
rules. So like let’s take an offer that doesn’t have a money back guarantee. For
whatever reason the vendor is-

Igor Kheifets: Let’s take my offer. So I sell traffic. There’s a hard cost
involved so we don’t offer a money back guarantee.

Jason Fladlien: Right. And there’s many reasons why, and they may not, but as
an affiliate I can come in and offer [inaudible 00:21:04] for a money back
guarantee. I can take that risk, right? Maybe there’s a way. Now you say, “Well
Jason, but look I don’t … that seems too risky.” Well, maybe we make it
conditional. Who cares? Right? The whole purpose is if I took your offer that
doesn’t have a money back guarantee, I was willing to concoct and think of a way
to minimize my own risk, but still offer a money back guarantee to the client and
I promoted your offer. People would rather buy it from me than you because I’ve
just made your offer better than you’re making your own offer, right?

Igor Kheifets: Yep.

Jason Fladlien: And that is brilliant selling. So again to people who are
starting out don’t be the giant, stand on the shoulder of the giant because
oftentimes by the time I finally get a campaign off the ground Igor I’m exhausted.
So I’m done. And that’s where your starting point could be. You could look at
everything that I’ve done and I’ll miss things. The gaps that I missed are the
ones that you can fill in and then the clients would rather buy from you than from
the source, from me because you can add more to it than I did. The only difference
is you have to get their attention. I might already command attention because of
reputation or because I’ve built funnels and things that lead towards me, but if
you’re hungry and if you want it, you can go out there and get it.

And so again to meet anybody who says, “Well, I don’t have a product or I don’t
have this, or I don’t have that.” What I really hear Igor is they say, “The amount
of money I currently possess is enough.”

Igor Kheifets: I love it.

Jason Fladlien: That’s what they’re saying to me essentially, right? Because if
you wanted or truly, absolutely change your income level you wouldn’t let these
little nuisances get in your way. What you’re saying is these nuisances are more
burdensome to me then staying in the financial situation that I’m in. And I know
that sounds harsh, right? But this is the brilliance of information. I’m not just
educating you here right now. What I’m doing is the thing I do every time I’m
demonstrating inaction when I’m talking about it, and I teach people how to do
this obviously in the webinar training. But what I am doing here is changing how
you feel about the information that you’re used to hearing or the things that you
say. So I could come out here and explain things the way everybody else would
explain them. Boring, right? Jason Fladlien: Instead, I’m using what’s called The
Challenging Frame. I’m challenging every single listener here and I’m doing it in
such a way that you’re going to respond back. You’re probably pissed off, saying,
“Damn it. I’m going to show Jason that I’m not okay with my financial situation
and you’re going to show me, you’re going to prove me wrong by making more money.”
Thank you, right? I hope I’m wrong to every listener on this call. But that is an
example Igor of how you can present information in a way that has an impact as
opposed to just educating.

Igor Kheifets: Yeah, that’s beautiful. And I also love the fact that if you
promote someone else’s product, if you partner up with them and you package it for
them, you can actually leverage their attention and marketplace credibility and
marketplace reach by basically pimping their name, right? And kind of [crosstalk
00:24:01] that-

Jason Fladlien: Right. So let me break this one down for you Igor. I don’t
think this has been done in the history of internet marketing except for this one
time, but we built this off around somebody else’s product and it was so
compelling that people … And this is a 3,500 dollar product, right? People were
re-buying the product because they had bought from another affiliate or straight
from the vendor, and then they find out about our offer later. So they were
willing to pay twice for the same product just to get the additional bonuses that
we put into our offer. So we go to the vendor and we say, “Hey, listen, why don’t
you just promote our bonus package to all the people who don’t own it yet?” Right?
And we did a webinar and that webinar … I don’t want to speak out [inaudible
00:24:42], but it either did high six figures or low seven figures. I wish I could
remember the specific number. We literally went to the owner of the products list
and got them to pitch our bonus package to their own list of clients.

So your offer is actually one of the greatest ways to get leads, but even if
somebody won’t do that because that requires common sense, and unfortunately
that’s not so common in business, right? It’s like you can still leverage as
you’re saying, because people would go to YouTube to search for information about
that brand or that offer in there. We were on YouTube, right? So we were able to
leverage other people’s names to sell their products for them by taking what
they’ve already had and said, “What can we add to it to give us an advantage that
nobody else can realize. So therefore the consumers who are being educated and
interested in this opportunity who do their research are inevitably going to buy
from us, period.” Right? Now, Igor here’s what’s great about this. This is kind of
sophisticated, right? But in most markets nobody is using a webinar. I mean, if
they are using a webinar it’s only in name, it’s not really a webinar, right?

So imagine going to a market where good webinars don’t exist, or even average
webinars. Where only below average webinars or no webinars at all exist in these
markets. And you’re the only one that brings in a webinar. You win by default. You
win by default, right?

Igor Kheifets: Why does it seem so simple now and why it took me so many years
to grasp all this stuff?

Jason Fladlien: Yeah, it’s all mental, right? It’s until you’re ready to
actually believe that you could make a million dollars, you won’t make it, period.
But once you figure out that it’s possible, then it seems like it’s so obvious.
You’re like, “Why did it take me years?” Right? Because it only took you years. It
takes most people a lifetime and they still fail.

Igor Kheifets: Yeah. Yeah. And this is what-

Jason Fladlien: Well, thank God. It only took you years. I mean, this stuff
takes iterations, right? So when I was doing webinars, Igor and this is why I love
this business, because all of us have to pay somebody to accelerate their own
success. And that’s a great thing. And the better you understand that the easier
it is to sell. That’s why I can sell and I love to sell it. In fact, I don’t have
a fear of selling. I have a fear of not selling, right? Because I was insane
enough back in 2007 to not be able to reference by or follow any guidance on how
to do webinars. I literally had a blank page and said, “Let’s make it up.” Right?
If you could somehow find some of my first webinars, I hope nobody ever could
because I would be embarrassed. They were so cringy, they were so bad, they were
so silly. We tried everything throughout the years.

And by we, I mean like me, I say we now but back then I was just like, “Okay, I
wonder if this will work.” And opp, that didn’t work. “I wonder if this would
work.” Oh my God, that was really a trade wreck. And so I had to be the pioneer
that came [inaudible 00:27:47]. And I was insane enough to do that. That’s not
normal healthy behavior, but you can benefit from my unhealthy behavior. Now
obviously along the way of making a thousand mistakes, I picked up one or two
things that actually worked. And people can pay me money to get those one or two
things per a thousand of failures instead of having to make their own a thousand
failures. So I think that’s just a wonderful situation there. But the reality is
most of us can’t take those big steps. We have to chew around the edges. And so
the beautiful thing is you could start with a simple webinar and then here’s what
I think webinars Igor, are the thing. Webinars allow you to win no matter what.
Here’s what I mean by that.

The fundamental premise of the way I teach webinars, and this I know resonated
really well with you Igor, is that we always provide value in advance. So the
worst thing that’ll ever happen when I create a webinar is a customer who will
walk away happy they spent time on that webinar. I might not make the sale, but I
have created a net positive in the marketplace. I created a net positive even in
the world, right? I have made somebody better after their interaction with me than
they were before they started. Now compare that to your traditional advertisement.
Like you’d take a normal sales letter and a normal sales letter it says, “Here’s
all this pain you’re experiencing. Now let me get some salt and rub it in your
wounds to really heighten that pain. And now the only way you’re going to
experience relief from that pain is to buy my product.” Right?

So that’s a win/lose frame. You and the customer win only if they buy your
product. But if they don’t buy your product you’ve just given them more reasons to
be miserable with their current condition, right? There’s no value in advance of
the sale there, not really in most things. So then you take like a product launch
formula. So Jeff Walker is a good friend of mine and I loved the product launch
formula because that’s a value in advance. The only issue I have with that is
that’s 10 to 21 days of value in advance of the sale. I’m pretty impatient-

Igor Kheifets: And you love speed.

Jason Fladlien: … I like to give you value for 75 minutes and then make a
2,000 dollar sale as opposed to spending 21 days. Now that’s because I believe
that’s possible. Many people believe still to this very day, that I can’t take a
complete stranger and have them exchange 2,000 dollars with me to buy a bunch of
ones and zeros that we transferred through cyberspace, right? They think I have to
build rapport over 10 to 21 days. That I have to do all of these things. No. The
idea is if I can completely change something for you within 60 minutes done, I
will get to sell. I will get enough sales to make that totally one of the most
profitable things you can do. So when you create a webinar, one of the reasons
that it should be easy for you to adapt and do it is because you know the outcome.
The outcome is, “I will make my market better. I will help whoever comes in
contact with this.”

But I have done so in a way that also increases the probability that I will also
make the sale. So not only am I creating something that’s a good thing in general,
but it’s also the most effective way I can imagine to make the sale at the same
time, right? Isn’t that crazy?

Igor Kheifets: It’s truly. Like you can’t with the webinar. You can’t. The only
way you lose is no having one.

Jason Fladlien: You can’t lose but see here is where people do lose, because
they look at the webinar Igor, and these are some of the things that they say to
themselves. They say, “Well, that’s going to take too long to create that.” Right?
“That’s going to take a lot of effort. I don’t know where to begin.” “What if I
try to sell and somebody complains and calls me an asshole because I was hard
selling them.” “What if I create …” And here’s my favorite one, “What if I
create a webinar and I can’t get anybody to watch it.” Or, “I don’t know how to
get people onto the webinar. So until I figured out how to get people onto the
webinar then I’m not going to create the webinar.” Right? These are how you . You
because you don’t even allow yourself to get the opportunity to win. And that is a
tragedy of the greatest proportions because the reality is … Some client said to
me, you know Igor, “I don’t know how to get people on my webinar.”

And I said, “Great. Let’s solve one problem at a time. Before you can put people
on a webinar you have to have a webinar, don’t you?” “Yeah.” “So let’s worry about
that other problem another day. Let’s just get the webinar done.” And then I say
to them, “Once you have an asset that can make you money and you do nothing with
it, how much is that going to hurt?” And they’re like, “Yeah, that’s going to
hurt.” Right now you don’t have that. There’s no pain of not using your webinar
because your webinar doesn’t exist. So I say the mere act of creating the webinar
will actually make you going out and getting traffic much more likely to happen,
and make it much easier to happen. But because you want to solve all problems
before you solve any problems you end up solving no problems.

So let’s just get the webinar. And then somebody else says to me, “Well Jason I
don’t know how to get people on a webinar.” And I say, “Well, do you think you
could get 30 people on a webinar in the next month? That’s an average of one a
day.” “I don’t know. 30 that’s pretty … that’s a lot.” “I know I’m asking for a
lot here. There’s what? 7 billion people on this earth? I’m only asking for 30 of
them in the next 30 days.” “All right, I think I can get you 30.” Right? I said
you could probably stand out on a street corner with a QR code and get 30 on your
webinar, right? Now, what if only four of those people buy a product and that’s a
product that you make 2,000 dollars a sale on. It doesn’t have to be your product,
it could be somebody else’s product. It doesn’t matter, right?

Let’s just say you make 2,000 a sale, in 30 days you’ve just made a grand. You
know how few people in this world ever make eight grand in a single month in their
business or in their job? Almost nobody. And that’s about the worst case scenario.
But you can’t do that if you don’t have the webinar. And you know what the worst
webinar is that you’ll ever create? Your first one. You know what? We’ll suck a
little less. It’s just a second one and eventually by the third or fourth or fifth
webinar, everybody will be claiming you’re an expert, thinking you’re some sort of
genius when the reality is you’re only a couple of steps away from the beginning.
Most people won’t start, so of course they shouldn’t mind.

Igor Kheifets: Wow, this is amazing. This is just crazy and this is so true as
well. For me, a webinar literally enabled us to use two brand new traffic sources.
We simply couldn’t access it because we didn’t have a webinar. It was amazing. And
man, I wish I could pick your brain forever, but I know you’re very busy. So
instead what I want to do is I want to urge everybody to literally … if you’re
listening to this in your car, then pull over, if you’re in the gym, then step
aside from the workout gear and go onto Amazon right now and get a copy of One to
Many, okay? It’s a book called One to Many and it’s basically the entire manual on
how to get a webinar going from scratch minus the traffic stuff … Okay. Jason
doesn’t come on your traffic stuff, but you know where to get traffic. You just
come and talk to me. So go and get that book One to Many. And in that book you’re
going to discover The Four Step Outline and Framework, the way Jason builds
everyone’s webinars.

So right now, Jason has this high end service where he’s working with the Fortune
500 companies and he’s building them webinars. So the exact same process. You
apply it to your business, you apply to your product, you apply to someone else’s
product and you will see amazing transformation occurring in your life. Now the
other thing you’re going to get once you get the book is you’re going to get the
recordings of two of his most profitable webinars as well as the slide deck for
each of these webinars for free. Plus in that book, again I’m not sure why he did
that, it’s only 20 bucks. But in the book Jason also gives you all the closes that
he uses on the webinars. So like if you don’t know what to say to actually get
people to commit to a sale so he gives you that.

In the same book he’s giving you the magic transition. So Jason explains how to
pre-frame the sale and get the customer to tell you, “Okay, tell me what you got.”
And this is exactly what happened to me last night. We’ve done a webinar and
before you even got to a page, before I even had a product, right? I had people
typing in the chat, “Okay, I’m convinced. I want to go. Where do I go and what are
you selling? Tell me where and how much.” People are just dying to buy. So go onto
the Amazon right now, get a copy of One to Many. Get it on Kindle. Get it
physical. I don’t care how you get it. Just get it, read it and implement it
because the only way you lose is if you don’t have a webinar.

So Jason, thank you so much for breaking it down for us. It’s definitely been one
of the greatest episodes I ever recorded so far. Truly goals on the sidebar, on
the side with all the greats. And yeah. Thank you so much for sharing. Any last
piece of advice you want to share with List Builders before we wrap up?

Jason Fladlien: Yeah, I mean if you’re building a list, oh my God, a list in a
webinar together that’s how I build a 15 million dollar a year company in less
than five years from scratch.

Igor Kheifets: That says it all. Pretty much. Okay. So list in the webinar,
that’s all you need to be successful online. Cool. Jason, thank you again. Thank
you so much. List Builders thanks for your time today and until next time we chat
have a good.

Thank you for tuning in to the the List Building Lifestyle. Get access to previous
episodes, the transcript of today’s show, and exclusive content at our website at
listbuildinglifestyleshow.com. Also, don’t forget to claim your free seat at the
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