Why Every Real Estate Team Needs a Webinar Strategy with Jason Fladlien

[00:00:00] Jason: I can have the ability to personalize. I can do that live. Nothing beats live by the way.

[00:00:05] Jason: I the trade off is it takes your time. But the benefit is, is you're in this unique. Space and time that's unfolding in real time with an audience, and I'm still selling people one to one, but I'm selling this guy in front of. Thousands of other people at the same time. And sometimes when I'm selling to him, she buys, or when I sell to him and her, then this person over here needed both of those answers for them to buy.

[00:00:29] Jason: , And that is super efficient and super effective.

[00:00:40] Suneet: What's up everybody? Welcome to another episode of the Reside Platform podcast. Super stoked to have somebody I've been trying to get on the show for a while. Mr. International a bit. , Flatley. Jason, what's going on dude?

[00:00:56] Jason: I'm happy to be here. Very happy to be here.

[00:00:58] Suneet: Yeah. So, , in my notes is number one, it's a big privilege to talk. Jason. I am in Jason's mastermind, the Driven Mastermind, which we've done videos at. Lewis did one of those videos and we talk about Driven in the, podcast episode, Jason. So you'd get a kick out of that. , And you're also known as the hundred million dollar webinar ban.

[00:01:22] Jason: Quarter billion now.

[00:01:24] Suneet: Quarter billion. Is that the first time that you've said that

[00:01:27] Jason: the branding needs to be updated. It's, it's a couple, several years ago I achieved that. But when you do nine figures, it doesn't really matter at that point. It's what matters is it's nine, nine figures. So there you go.

[00:01:40] Suneet: not a lot of people can say that. , So those people on here who don't know you, I. Your background is unique. I think it's awesome. You've been a rapper and a hardy Krishna to like the go-to dude for a lot of the digital marketers to help them with their pitches and present and sell their stuff, right?

[00:02:01] Jason: True. All of the above is absolutely factual. A hundred percent.

[00:02:06] Suneet: Yeah, man. So like what do you think? Those old school rapper and monk days, how do you think that like impacted approach to business, bro,

[00:02:19] Jason: Yeah. I mean. Philosophically I was meditating. We'll start philosophically and then we'll talk practically, philosophically. I was meditating two to four hours a day, , which allowed me to really be able to quiet the mind and focus and dial in. So I got really good at that. So then I can template that and apply that to anything that I wanted to master.

[00:02:38] Jason: So being able to have a strong meditative background is a superpower in business also, like. It gave me purpose. So as a monk, I was connected spiritually to a bigger purpose. Before that, my life was chaotic. I was depressed, I had panic attacks. 2, 3, 4 times a day. I had, , agoraphobia. I was afraid to leave the house.

[00:03:00] Jason: , Open spaces scared me. So the opposite of. Claustrophobia. , And I was just lost. I was focused on my problems. That was it. They were too big to focus on anything else. , When I got connected spiritually, I was focusing on service of being something beyond myself, and that motivated me to put myself into my music first.

[00:03:20] Jason: So I had this like burning desire. , I was very driven to try to make an impact and to try to use this blessing, which is the human experience. , To do something with it. And then on a practical level, the music was not working. I mean, hindsight is 2020, right? But I don't think there was a huge market in a small town of Iowa where I came from for the stuff that I was doing.

[00:03:44] Jason: Uh, Like no, obviously right,

[00:03:47] Jason: but you dunno at the time, you know, so, but I was struggling with the music and I said, how do I. Do better at the music. Let me figure that out. And then that led me into studying business, which led me into studying marketing. And then I started doing more marketing and less music.

[00:04:03] Jason: And 18 years later, here I am.

[00:04:06] Suneet: Yeah, dude, I did some rap shows myself. I think we've ever talked about.

[00:04:12] Jason: I did not know that. That's awesome.

[00:04:15] Suneet: Of that playing the guitar was too hard, so I'm gonna rap instead. I did a couple shows, I said I'm gonna stick to the guitar. It's like a shield, right? It's like a shield where I have something, , that's protecting me from the audience. So let's go to webinars, dude, and just presentations in general 'cause that's what you're known for. And honestly, you've given me some of the best techniques or webinars I've ever got How many people, first of all, have told you that?

[00:04:45] Jason: Probably more than, I mean, if you know me and you put me against the other webinar trainers, I probably have a, the highest percentage. So I may not have sold the most trainings on how to do webinars, but I've certainly impacted the most people. My techniques are utilized across billions and billions of dollars of commerce these days.

[00:05:08] Jason: I am a very good doer of webinars. People consider me the best and I'm also a very good teacher of webinars. So usually in any business you're either good at doing it or you're good at teaching it. It's hard to

[00:05:20] Jason: be both, and I've been fortunately very blessed. I spend more time trying to teach other people how to do webinars than getting better at webinars myself.

[00:05:30] Jason: At this point, , I should just hunker down and just continue to get better myself and not even try to teach this to others. But I, I have a teacher's heart. , I naturally like to help and train and coach, probably, you've either used my techniques 'cause you know who I was or you used my techniques and you didn't know who I was because somebody else.

[00:05:48] Jason: Taught you something that they learned from me, , which is why I'm now out here Sun. 'cause I, I wasn't on social media, I wasn't really pushing out there. I was working with a lot of clients and, you know, I had the, my reputation was so strong, people found me. But now I'm going to the market 'cause I got tired of people coming up to me saying, oh, I learned so-and-so from X and then I later on discovered that came from you.

[00:06:08] Jason: And then once I learned directly from you, I had much better result. And so like an obligation.

[00:06:17] Suneet: Yeah, dude. And do you know how many people I send to your frigging YouTube and your Instagram?

[00:06:23] Jason: I don't know how many, but I'm grateful every single time.

[00:06:26] Suneet: a lot because like I was talking, here's a good example. You know, John, my business partner, right? Like

[00:06:33] Suneet: John's son is doing a fitness thing and is really. Wanting to learn how to better present. And I sent him to your staff. he texted me the other day. He is all, I've been watching it. Gimme more info. So Good, , Why webinars though?

[00:06:49] Jason: It's one of the best ways to do a mass market style promotion online. It is hard to beat in terms of its persuasive capabilities. It's at the intersection of efficient and effective. So most marketing is either efficient or it's effective, but it's not both. So let me explain. , Effective would be like one-to-one selling.

[00:07:13] Jason: Get on the phone or in person is even more effective in person, nose to nose, toe to toe. Hey, you know, what are you trying to achieve and what gets in the way of that? And then you listen for 30 minutes and then when you're done, you help them understand that your solution doesn't have the issues that stop them in the past and can provide the things that they specifically want, and you can, , contextualize it to that individual prospect one at a time.

[00:07:35] Jason: Hyper. Hyper effective. Woefully inefficient. 'cause you can only talk to one person at a time. Right? On the other side of the spectrum is you can create like a sales letter or even a video sales letter and it's a generic message. , And it's done and it's recorded and that is very efficient 'cause it can reach everybody all at once and a million people can watch it just as easily as one person from a fulfillment standpoint.

[00:08:01] Jason: , But it is not. Uniquely tailored specifically to any individual person watching the video. , So you ultimately want the best of both. And so what's great about webinars, especially live webinars, is I can do individual selling in mass. Simultaneously, I can both educate and sell in one sitting.

[00:08:21] Jason: Typically, marketing is one or the other. Either we educate today and sell tomorrow, or we don't educate at all. We annoy and sell today, and then hopefully we make up for the product. , So this is really exciting to me because, , I can have the ability to personalize. I can do that live. Nothing beats live by the way.

[00:08:37] Jason: I the trade off is it takes your time. But the benefit is, is you're in this unique. Space and time that's unfolding in real time with an audience, and I'm still selling people one to one, but I'm selling this guy in front of. Thousands of other people at the same time. And sometimes when I'm selling to him, she buys, or when I sell to him and her, then this person over here needed both of those answers for them to buy.

[00:09:01] Jason: , And that is super efficient and super effective. , And also, here's another important lesson too, is I play to my strengths and everybody should play to their strengths. So I like teaching and that the fundamental heart of a webinar is teach selling is optional, but. Is necessary when I create these, right?

[00:09:22] Jason: I don't want you to leave the same as you showed up. I want you to be unable to have the same problems you had prior to the webinar. So I wanna fundamentally have an impact on you that makes you better after, as a result of the webinar. And if you buy, you buy. And if you don't, you don't. But ultimately, objective number one is an improvement in quality of each person that attends.

[00:09:42] Jason: So that. At the heart of it, that motivates me and I'm good at it. I'm naturally excited to use it. So we'll lean into your advantage. , And secondly, I just love to sell, which is why I don't like to do one-on-one because I don't get to sell to as many people doing it one-on-one. , So, and I'm good in front of an audience, I feel energized in front of an audience.

[00:10:01] Jason: And so all of these things. Lend themselves naturally to predisposed advantages that I already have. , And in most spaces where you have a personality or where there's an A brand or if there's a connection between the person and the audience, not just the products. , Then the webinar helps extend that personal connection.

[00:10:24] Jason: , And so this is why you see at the heart of every big launch that happens is some sort of event. Now, you could call it a webinar. You could call it a challenge. You could call it a masterclass. , You could call it a live stream, you call, whatever the hell you wanna call it. But essentially presentation.

[00:10:41] Jason: That is designed to help somebody make a buying decision at the end of it. , And to me that's all of, that's a webinar. We can stack four webinars in a row in four days and call it a challenge. We can do one. it's a presentation done to transform people and then to sell the right people to the product that is more costly for them not to buy.

[00:10:59] Suneet: Yes. Now, do we wanna sell in every presentation, Jason? I do, I do, and I have a big problem because I want to hard, almost hard. I just wanna go for the close at the end of everything.

[00:11:17] Jason: If you're doing one-off webinars, then essentially that's exactly what you do. If you're doing multi-day events, then traditionally, maybe day one, we don't sell a product. We sell an idea. We always sell something on a webinar. , But then we set it up to sell it on day two, or maybe we sell it on day three.

[00:11:34] Jason: Whatever strategically makes the most sense. , But in most instances, and I'll, give you a real big game changer for me, sun, that I learned many, many years ago when I first started doing webinars. You know, I had this blog, so we're talking like, I send people to comment on a blog post that I.

[00:11:51] Jason: Five comments, 10 comments, then I would launch a new product. Then I wouldn't even use a webinar necessarily back then. It maybe a $17 product or $27 product, short sales letter. Hey, I, I just created this new product. If you buy in the next 40 hours, you get it at half off. , And I would sell more than five or 10 units of that product.

[00:12:07] Jason: So I, discovered the insight was very interesting. It was easier to sell products than it was to get blog comments, and even today. Facebook constantly. You see it, right? I'm trying to do something every single day. , It's a good day if I get 50 or 60 comments, it's a good day. If I get 200, 300 likes and you've seen the numbers, sometimes I'm hitting 300 likes I sell more than 300 units when I launch a product, right? So people would rather buy. Than be entertained. They would rather buy than be educated. They would rather buy than not buy if it's the right thing to buy. And it's targeted to the right person because they don't even wanna buy. They wanna get a transformation.

[00:12:51] Jason: They wanna get a transformation and, and they're more likely to get it with a paid product than they are with a free blog post or with a Facebook thing or a YouTube thing or what have you, right? So fundamentally, you are doing an audience no favors if you are not creating the very best. Combination of education in sales, pitch into some sort of online vehicle, and then using all the senses, so the visual, the , the interactivity, right.

[00:13:17] Suneet: Yeah, dude, that's so good. what you're talking about, the transformation part of, what you want people to get when they attend anything that you do. I wanna let you know that I have my notion file of Jason Flatley in notes, and that's the first thing in there. So every time I do a presentation, I go look at that and say, okay, what do listening? I. think everyone out there should get a copy of hopefully lots of sales. It. Damn good book, dude.

[00:13:52] Jason: It is too good.

[00:13:53] Suneet: It's too.

[00:13:54] Suneet: So, um, what do you think inside of real estate, we have a big real estate. Audience of like the power of like personal branding and especially in this presentation type stuff, right? Because you're like marketer who's marketed for other brands, who's marketed for other stuff, and you know how realtors are such into the personal brand part.

[00:14:17] Jason: Yeah. Anybody who's doing personal branding should a hundred percent utilize webinars. to be clear, in service-based businesses, oftentimes the call to action in a webinar isn't Go here and buy this product. It's go here and book this call. , So any, if you're working hands on with clientele or strategic partners, the best deal tension to have is to have 50 potential them and only one of you, , choice in on the supply demand curve is everything.

[00:14:43] Jason: , So if I can do a webinar in. Produce a lot of potential leads, and then hand select the ones that are the easiest to deal with, that have the highest reward with the least amount of pain in the ass. That's really intelligent business. , And so webinars position you as the ultimate authority and the audience sees the social proof and the scarcity based upon the calendar that you fill up You can screen, you can t, you can sort and you can be more efficient if you're in a service based business, which is a lot of real estate is service based. Like if we're talking agents, right? And we're talking selling homes or selling even commercial property. , Now at the same time too. , Real estate agents can provide products and education and all kinds of other stuff and expand their brand and their personal impact.

[00:15:29] Jason: Doing that, of course, right? But even if we just take it from a service perspective, , here's the thing I always say to clients, sun is like you at your very best in 45 minutes. Where can I find that? And for 99% of professionals, the answer is nowhere. So you've never said, this is what I say to him.

[00:15:45] Jason: So you've never sat down and spent whatever amount of time it takes to capture the very best version of you doing the very best of what you do and putting it into 1 45 to 60 minute presentation that doesn't exist, and they're like, no, it doesn't exist. Hmm. Is that a good strategy to not have the very best version of you that is orchestrated out, that shows you, , and what you can do with the biggest impact?

[00:16:07] Jason: See, everybody will write tweets and they will do these small bite-sized. Content pieces, but it's hard to make a massive impact with short form content. you can't do it. Okay? You can get attention with short form content. Short form content is great at getting attention, but it's hard to have massive transformative paradigm shifting, changing impact with short.

[00:16:32] Jason: So I just got back from Dubai. , Good place to visit, but I wouldn't wanna live there. Right. , But I was with a client who we reached a half a million plus people, , on this launch that we did and

[00:16:44] Suneet: million.

[00:16:45] Jason: yeah. Half a million. Right. , So, he would do the presentation, then I would come in and do the closing and the sales experience.

[00:16:52] Jason: We projected in the launch going in the numbers we're like, if we can close 1.5% of people that we reach on a half a million, Then that means whatever that means. I don't have the notes in front of me, but let's just do the, I'll do the math right here. that's 7,500 buyers, right?

[00:17:07] Jason: Now if the average buyer is worth $1,500, which they were worth more when you include the upsells and downsells, but if we can get $1,500 on average per buyer, that's $11.25 million. It's an $11 million launch, right? 7,500 people. Out of a half a million. So here's the mistake a lot of people make.

[00:17:27] Jason: Sunni is they think they're doing webinars for everybody. The reality is we're doing the webinars for the 1.5% of people who are gonna buy, not the 98.5% of people who are not gonna buy. we go deeper and longer and more thorough for that few percent of the market that spends a majority of its money.

[00:17:43] Jason: And this is a thing that nobody gets. And this is why I'm out here trying to help people understand this, right? We don't do it for the people who aren't willing to go deeper. We go for the people who are looking for depth and aren't getting it because those are the ones that are gonna spend the most amount of money and have the biggest impact on.

[00:17:58] Jason: But this is why people are resistant in not creating these long form pieces of content. 'cause they don't think the juice is worth the squeeze. 'cause it's hard. It is hard to put together the best 45 to 60 minute version of you that you. On the internet, but you only have to do it once. And then you have, I call it the I have a Dream speech, right?

[00:18:17] Jason: Martin Luther King Jr. I have a dream legendary speech. We need to have the, I have have a dream speech for every brand, what they stand for, what they're willing to, to do on behalf of their constituents. , Something that moves the heart as well as the head, right? We need that. Every brand should have that.

[00:18:35] Jason: And then of course, why not attach an offer at the end of it. I mean, even if you didn't though, it'd still be impactful to have. So that's what I do when I think of it, and I don't care what industry it's in, but any personal brand related industry should have that. And if you don't have that, you are playing the game without a full deck.

[00:18:53] Suneet: Yeah, Looks like I have homework for next week, Jason. Dammit. Because as you're saying it, I'm, I got good shit out there, but do I have all of that? That I have a dream? No. So. have a question on something that you just said, and I think I know the answer, but I wanna talk about it for the listeners and viewers. because your webinars, you're known to go longer than average. Would that be safe to say

[00:19:17] Jason: Yes, much longer.

[00:19:19] Suneet: the average length of one of your, uh..

[00:19:22] Jason: I mean, ideally four hours. , We don't always go that long because the audience isn't always big enough. , But. We'll go six hours if it makes sense. , And I say this, this is gonna sound funny. Unfortunately for this last launch that I was doing, we weren't able to go as long as I would like. Now let me explain the conditions of why.

[00:19:42] Jason: So we would do these live streams on YouTube. , Live streams would start at 9:00 PM to buy time, so it's already late. So that makes it harder for us to go longer. So that's first strike against. Second strike is we do a VI event. We sold VIPs, so they would have a private one hour conversation with us before we did the live event.

[00:20:02] Jason: , Which by the way, is super intelligent because they feel special, they get extra love, they've already spent money with you. So if people spend a small amount of money with you, then they're more likely to spend a large amount of money with you. You know, people always ask me, how do I sell to cold audiences?

[00:20:15] Jason: And I say, the best way to sell to a cold audience is to make them warm. And they say, how do I make them more? And I say, give them to give you any amount of money. And then they go from cold to warm, just like that. They go hot for a short period of time, at least. So we would start at 8:00 PM we do an hour training with the VIPs.

[00:20:29] Jason: q and a, training, insights, excitement, state management, that kind of stuff. Then my client would go from nine to nine 30.

[00:20:36] Jason: So now we're two and a half hours in from when we started, including the VIPs. Then I would tag in and then I would typically go two to three more hours. So this is a total of five and a half hours, and then we would end the stream and my heart would break a little bit 'cause there would be. On.

[00:20:57] Jason: 11,000 people on.

[00:20:59] Jason: Right. , And I'm like, I know if we stuck in there with them longer, we would have more impact than we would make more sales. But we're talking one in the freaking morning now and I'm already jet lagged and we have to do this five days in a row. So we were. Only on average doing four to five hours a day streaming.

[00:21:16] Jason: , If we were more strategic, I would've had somebody else there with me presenting that I could tag in, so I could take a break and we would keep cycling in and out.

[00:21:25] Suneet: Dude, I just recently, I wanna share this with you. I was about to text you and I just did a presentation three hours straight with like one 10 minute break. it was something else. and that's the thing, right? So I, did have a, , selling opportunity that I, converted on and then, The travel is becoming a challenge on that, so I'm gonna try and do those things virtually, right, and still have the same amount of impact. What advice would you have for me on that, bro?

[00:21:53] Jason: Learn in the field is how I always say it, right? So get in front of an audience, observe what happens, and then adjust. So I call this attempt to observe, adjust. So how fast can we switch to virtual and how quick can we get our reps in? And then as we're getting our reps, and we do these postmortems, so we do the webinar.

[00:22:13] Jason: When it's over with, we look at it, we say what went right? What didn't go as planned and what can we learn to invest in the next webinar? And then we invest it into the next webinar and we make a small improvement, and then we repeat that a couple hundred times and pretty soon we're the best in the whole entire industry.

[00:22:29] Jason: , We're making money along the way and we're impacting people, but it's, , so much is done the webinar that is just overthinking, because.

[00:22:37] Jason: If you're in front of an audience and you're sincere and you're attempting to better them, they will be very forgivable of mistakes that you make. And they'll be very open to continuing to listen to you.

[00:22:46] Jason: And you only need to say the right thing to them one time and connect to them one time to get them to buy. , As long as they're showing up, you can continue to try a multitude of different things. And so the idea here is to how quickly can we go from the concept that you're talking about to a reality where that's happened that we.

[00:23:05] Jason: Before you get good, just get going.

[00:23:07] Suneet: How much focus should be spent on like audience drop off in that process?

[00:23:13] Jason: , Minimal, , who leaves isn't as important as who stays. , So at first we say, who cares if they leave? Let's serve who stays and let's see how well we do. Now if nobody buys, then we got a problem. , So if we have more people that stay and don't buy, that doesn't solve our problem, that actually makes our problem worse.

[00:23:34] Jason: So, but if a bunch of people buy and we say, okay, we've nailed that portion of it. So now how do we get more people to show up and stay longer? , But oftentimes. You know, drop off rate for most people starting off now for major clients that I work with, where every little percent can mean millions of dollars, it's a whole different story.

[00:23:52] Jason: But when you're just getting started, , drop off rate is, is a hard data point to quantify its impact. Here's what I mean by that, because again, if, I'm converting at 5% on the webinar, like say I'm selling a thousand dollars product

[00:24:06] Suneet: What's my conversion goal on average for low ticket and high ticket.

[00:24:11] Jason: , It depends. There's so many factors, but I'm just gonna give you a number right now. It's like, say we're selling a thousand dollars product and our goal is to convert 5% of the people that show up,

[00:24:19] Suneet: Sure.

[00:24:19] Jason: Whether those other 95% stay or leave on minute, 1, 2, 5, 10, 15, 20, or 40, it doesn't really matter. What matters is can we get the 5% to stay that are most likely to buy?

[00:24:31] Jason: So oftentimes the things that you will do to increase stick rate will decrease conversion rate. Like this is tricky stuff. So at first we optimize for those who show up and stay and we don't for those who are leaving otherwise. What you do is you water down the message to get more people to stay longer, but it has less teeth.

[00:24:48] Jason: So we get the sales first then we improve stick rate, show rate, those other things as well. , You know, you can do fancy techniques like open loops, , which I'm a huge fan of and I teach very, , very much, You can do commitment frames, which you absolutely should.

[00:25:02] Jason: All of those things are good technique, but they're advanced. But first, do you have a message that if the right person heard, it would be electrifying to them? If you do, then we're good. Let's start there. And then in due time, when we become unconsciously competent at that. Then we can circle back around and try to optimize for the rest, but we can't be good at everything immediately.

[00:25:22] Jason: So we have to pick and choose what we wanna be good for initially, and then when we become good at that, then we can become better at other things too.

[00:25:31] Suneet: What is the format somebody to. For a novice to create their presentation with.

[00:25:39] Jason: The one that will get it done the fastest and in front of the audience quickest. Right? So. If you say, Hey, listen, I hate slides. I'm really good speaking straight to camera. Go. Let's do that. Let's start there. Right? If you're somebody who's like, I don't want to be on camera at all and I hate a live audience, then we make it an automated webinar, right?

[00:25:58] Jason: , We can talk objective best, but if you're not using it. Then it doesn't matter if it's objectively the best or not, we want subjective best because any webinar is better than no webinar. So we start with how do we get it online and see what happens? And then once we get it online, we now know things we could never know before because we have the reflective perspective.

[00:26:17] Jason: , And that's great. Now we can get insight that we couldn't get otherwise, and then we can adjust it and improve it and optimize for it. My favorite webinars for clients just getting started. Sunita are this one. Hey, listen, I'm trying this new media, I've never done it before. It's called a webinar. I have no idea if it'll work or not.

[00:26:31] Jason: I'll probably fail miserably, but on the off chance, maybe I can possibly. , Perhaps change your life when it comes to X, Y, and Z. So will you kindly show up just so I have an audience to present this on? , 'Cause I'm freaking scared outta my mind, but I feel like if I get it right, it. So do you wanna come and check it out?

[00:26:51] Jason: You know, and just be as open and transparent as possible? And if you're selling product, you say, and also I'm gonna try to sell you something. I have no idea if that's gonna work, right? I could totally strike out like, but I'm gonna try because I think if you're the right person, this is gonna be super helpful for you.

[00:27:07] Jason: So kindly indulge me, show up to this webinar. Get your popcorn and we'll see what the heck.

[00:27:12] Suneet: That's a good copy. Okay, good. What about structure? Like how should I set it up when I do a presentation?

[00:27:20] Jason: Intro content transition, , close.

[00:27:28] Jason: Offer, , I'm working on a, new product right now, , partnering with, Onyx Ngal and we're launching this thing and

[00:27:35] Jason: , Optimized even further the structure, So I've got it down to this. , I'm trying to find it right now here. It's okay. So intro, typically five to 15 minutes. , And the introduction, this is what I suggest clients do, hook, pain, gain, and position. So Hook is like, how do we get immediate favorable attention related to your topic and related to you?

[00:27:56] Jason: That in and of itself, , makes somebody feel emotionally grateful and excited to be on the webinar and also sets them up later to be most receptive to the offer. So that's a hook pain. I go to pain next because people show up to webinars to solve problems. More than anything. So they're in a pain state.

[00:28:13] Jason: So the best thing you can do is to gain rapport with an audience, and that is you meet them where they're at, so you address the problems that get in the way of their desired outcome. , Then you talk about the gain. And then once these problems are removed, here are the things that they could look forward to.

[00:28:29] Jason: Then finally you position yourself why you are uniquely qualified to help 'em reach that outcome and why specifically with the vehicle that you're gonna show them today, that's gonna give them the best advantage. So that's the con or that's the introduction section. Then the content section is you wanna create a content section that has a paradigm, , shift.

[00:28:48] Jason: So a paradigm shift is once they hear it. Right, like presented properly in the right context. They say, oh my God, this changes everything. I can never go back to the way I was before. I'm broken. Fundamentally from my excuses, I can no longer live with them. So therefore I must either accept that I'm not serious and not buy at the end, or I have to accept that I am serious and then I will buy at the end.

[00:29:09] Jason: Right? SubT, contextually, that's what the paradigm shift does. , So I'll give you a couple examples, right? Estate. Let's say that there's a subsegment of an audience that thinks because their credit score is so miserable that they'll never get approved for a loan no matter what. And so they think that they are limited and that they can't even buy a house.

[00:29:29] Jason: And then you can get on there and do a training that shows them how this is actually not a constraint and that there's a whole. Opportunity for them that they didn't even know exists through some sort of creative way of financing, , that is not known to many people. So this one big excuse can shrink that has held them back before is no longer valid.

[00:29:48] Jason: So then they have to decide, do I really wanna buy a house? Or am I not serious about it? that's a paradigm. Another paradigm could be, there are certain, and I can't remember 'cause I've worked with some real estate people in the past, but it's been a while. Like there are certain different loan programs like, you know how military has.

[00:30:05] Jason: Really favorable ways for them to get homes. There's other programs like that. So like if you go to a market and you educate them on a program for, , buying a home that they didn't know existed, it's a whole paradigm shift. Wow. I have this huge advantage in my back pocket that I'm not using now that I know I can use it.

[00:30:23] Jason: Should I use it or should I squander it? Right? , So these are examples of paradigms. , You know, like. AI in any field right now is a paradigm shift. These people are doing it the old fashioned way. Here's a disruptive technology. If you know how to use this technology, then oh my God, what an advantage you have.

[00:30:41] Jason: And right now nobody's using it. So if you're the first to get in, oh God, it's gonna be good for you. for certain markets that I reach is like the webinar, right? Where's the very best 60 minutes of you online that I can watch?

[00:30:53] Jason: Oh, there isn't one, huh? are we sure that's a good idea or not? Now, what if there could be one, and it could be easy, quick, and simple, and you could snap it together piece by piece, almost copying and pasting it with minimum, , effort on your part to get an amazing result. That's a paradigm. There are the mechanisms.

[00:31:12] Jason: , So there's this concept. Of the 80 20 rule, few inputs get a majority of outputs, right? So, you know, a few customers spend a a majority of money. A few criminals commit most of the crimes. A few drivers make most of the wrecks, right? A few of us pay most of the taxes. A few real estate agents sell most of the homes.

[00:31:32] Jason: And many real estate agents don't even sell more than three homes a year, right? , So we are looking at the 80 20 rule. What are the few things required in order to get the paradigm? What are, typically it's two to four. , What are the two to four things that matter most when it comes to achieving this paradigm?

[00:31:51] Jason: we identify those in the content and then we set 'em up. So here's a psychological principle that most people aren't aware of. It's like you're teaching an unknown thing typically on a webinar. So nobody has a frame of reference to an unknown thing. So we bridge that gap by linking it to a thing that they already know. And then when we show them the unknown thing that they have no experience with, now they can understand it.

[00:32:11] Jason: They have an emotional connection to it, , and they can see themselves using it. So, done very well in the Amazon space teaching people how to sell , products on Amazon, and one of the models we teach is wholesaling, where you approach brands or the representatives and you say, Hey, I would like to be a reseller of your product on Amazon.

[00:32:27] Jason: How do we make that happen? Now here's the interesting thing. So that's kind of the paradigm. The paradigm is you can be a reseller of these major products on Amazon, and just by listing these products on Amazon, you can make some decent money. , That's the paradigm. It's like this aha moment. there's two essential mechanisms.

[00:32:42] Jason: One is you have to know which products to be a reseller of. And two is you have to know how to approach the brands to become a reseller. That's it. I just have to show them those two things to satisfy that paradigm. , Now if I go straight and raw and be like, here's what's gonna happen. You're gonna reach out to these manufacturers or these brands or the representatives, and you're gonna approach 'em and you're gonna say X, Y, Z, one, two, and three, and you're gonna follow this process.

[00:33:02] Jason: What'll happen is people will get scared outta their mind. The average person. Because they're like, oh my God, I'm brand new. Why would a brand owner listen to me? , Oh my God. What if I look like an idiot when I approach them? , And they get very scared. So they don't buy into it emotionally, even though logically they can understand it and follow it.

[00:33:19] Jason: Right? So we set it up. So the way I set it up here. As I said, Hey, listen, when you were younger, your parents gave you a piece of advice, was good, but they didn't put an expiration date on it. And they said, don't talk to strangers. And that was good when you were growing up, but here you are, a full grown adult and you're still afraid to talk to strangers, which is a problem.

[00:33:36] Jason: 'cause how are you gonna make new friends? And if you're single, how are you gonna find the love of your life and how are you gonna have connections? Afraid of people in your life who are now close are.

[00:33:52] Jason: That's the setup. So I'm going to ask you to talk to strangers now. I'm gonna give you the scripts. I'm gonna show you how you can talk to them in the way that's as easy as possible for you.

[00:34:03] Jason: We're gonna give you multiple options, and then you can pick the one that you're most comfortable with. How does that sound? I say great. Now, now you go in and explain how to contact the brands, but first you get the buy in

[00:34:13] Suneet: you get the buy-in from the setup.

[00:34:16] Jason: Yeah, you get the buy-in. So now they're in a state of mind that says, yes, please show me this awesome thing that you're about to show me. Whereas most people, they just show them the thing. But that's, remember earlier when I said state management, this is the ultimate state management. I get somebody in a, state that says, please show me the thing.

[00:34:30] Jason: And then I simply say, okay, I'm glad you asked here. Here's the thing. Versus me saying, let me show you the thing. One hits

[00:34:38] Jason: the.

[00:34:43] Jason: We get them. Now that you know this, are you committed to going forward and actually using this in your life to create change and impact or whatever the case may be? That's just an example of a commitment, right? So it's not enough to show somebody how to do something. More important is to get them to commit to you that they will actually do the thing.

[00:35:00] Jason: , And that's the content portion. That's typically 45 to 60 minutes, depending on subject matter, depending upon, you know, your call to action, whether you're selling a product or not. At the end, if you're selling a product, you typically have to go longer in the intro and content. And then if the more expensive the product, the longer you typically have to set the stage.

[00:35:17] Jason: , If you're booking calls, that can be shorter. It could be intro five, content 45. So it's around that range, right? And then we go into the transition. What I do in the transition is I first recap all the awesomeness that I covered in the webinar. So it's can be as simple as, so far today on this webinar, you discovered this thing and then you also learned this thing.

[00:35:33] Jason: And then, , wasn't it awesome when you saw this thing? And what about this thing and this thing and this thing and this and this mentally, . People don't remember most of the stuff they hear after hearing it. , They forget it at a conscious level. Now, unconscious. They still have it imprinted on them and it will affect their behavior, but they have hard time recalling what they just heard.

[00:35:53] Jason: So recapping it allows them to run back and re-experience in a, in 60 seconds, essentially what.

[00:36:01] Jason: Now they're like, whoa, that was really awesome. Whereas if you don't do that, they will forget how awesome this thing was. So you remind them and you put 'em in a state of gratitude and they say, well, that was a lot. And then you tie down, , with a series of agreements, how valuable the webinar was for. So did you learn something today that you didn't know before?

[00:36:18] Jason: Yes. Did you get excited to see how tomorrow can be better than today? Yes. , What are some of the first things you're gonna use? Is it gonna be this or is it gonna be this, or is it gonna be both of them? , Are you happy with the time that we spent together today? Is the future now brighter than it was before we got together?

[00:36:31] Jason: Stuff like that. Right Now you can make it more specific, more personable, more related to the context and the content, but we get them in a series of yes questions. Because you know, the big ask is buy my product. Yes. Here's my money. So instead of going from cold to a big yes, we go from cold to smaller yeses and then to the big yes.

[00:36:50] Jason: , And then we do a, juxtaposition. Essentially a two choices is my favorite way to end the transition. I say now. There's two ways we can go from here. One is you can go on your own and I could hope and pray that just with the information we discussed today, that you'll go out there and make a success for it.

[00:37:04] Jason: And if that was your only option, it'd be a worthy one to pursue. But what if there was another option? What if we could work together? What if I could give you all my resources? What if I could support you? What if I could take an active, , role in your outcome? Wouldn't that be wonderful? And that's exactly what I decided to do.

[00:37:17] Jason: So it's with great pleasure that I introduced you. Whatever the program is.

[00:37:23] Jason: When you sell something, people only look at the downside of it. So you put something in front of somebody and they analyze only what they see. They do not analyze the invisible. So you say, here's this thing, here's the money that it's gonna cost. And they only focus on what it costs to buy the product.

[00:37:40] Jason: They don't see the invisible, which is what it costs to keep the problem. So we remind them of that. The cost of going alone, they save the money, right? They're alone. The cost of going alone is they have to create their own resources instead of leveraging the resources that we've created for them, right?

[00:37:59] Jason: , So we are giving them a better decision making criteria. Do I want the cost of. Doing this without the product, or do I wanna incur the cost of the product, which is more expensive? That's essentially the frame that I, build. And for most, you know, for right fit prospects, it's always more expensive to not buy the product.

[00:38:18] Jason: And so this helps them understand that in the transition. And then we go to the offer, , offer is essentially introduce the product. Explain what it is, what it does, why it's awesome, how it's delivered. Now, generally do that in two to three minutes. Don't spend too much time on that, and then go into the price we anchor to a high price.

[00:38:36] Jason: You say, Hey listen, I've taught this before and it's been worth this much to this person. It's been worth this much to this other person and this person, and every day we sell it on the website for X. Since you've been here on the webinar with me, I'll give you a special deal. You can get it for just y when you go to.

[00:38:53] Jason: Price. We started with a high anchor and then a reason why it would be worth it at that price. We drop it, drop it again, drop it again, and then give the special deal. , Now if it's a call to action, we don't have to do price where we wanna book a call, you know, instead we still increase the value.

[00:39:06] Suneet: How about offer stack? Is that what you mean by increasing the value

[00:39:10] Suneet: too, or?

[00:39:10] Jason: I simply mean it's, it's like because we're selling the call and then on the call we're gonna sell something. So we still sell the outcome of that on the webinar, , in non-financial markets. 'cause people always say, well Jason, this is easy. You know, if you're in real estate and you're teaching a re real estate agent, hey, if this only allowed you to sell two more homes in the next year, how much more commission would you make?

[00:39:30] Jason: Right? That's why this is an incredible deal for a number that's significantly less.

[00:39:38] Jason: You could still set that up and you could say, it's only gonna cost you a phone call to find out if it makes sense for us to work together, then I'll show you how we can work together. If it doesn't make sense for us to work together, I will not under any circumstance, allow you to give me money.

[00:39:52] Jason: Oh. Either way you're building value. Now typically what I'll do is after revealing the price, then I'll add bonuses. And when you sign up today, I have some extra special, exclusive, free things for you. Here's the first thing first, and then you show what that is. Then the second, then the third, then the fourth, and then the fifth

[00:40:08] Suneet: Dude, your stuff on bonuses

[00:40:10] Suneet: from Product E Class is the best. Dude, I love that shit. I love that. Bonus chapter.

[00:40:17] Jason: the biggest impact I've probably made in this space is everybody, before Meit talked about a formula that says, here's everything you get and now here's the price. And the problem with that is it ends on price. The way I do it is different. Here's the core thing you get, here's the price for it.

[00:40:34] Jason: Now here's everything else you get. And then I end on value. and that's the difference. I could teach for hours just on bonuses alone. And I think in most offers, the bonus is the best thing you could focus on to get the best conversion on your webinar is the bonuses.

[00:40:50] Suneet: Any sales situation, not, just a webinars, it's the total bonuses.

[00:40:56] Jason: I mean, the highest level, the risk reversal is gonna have the biggest impact on your offer, but it's, that's a lot more difficult to get good at. Bonuses are the easiest thing for most people to learn and implement and get. Significantly better results than they're currently getting. And you're right, it psychologically changes every offer you make in every media once you understand how to do bonuses.

[00:41:21] Jason: , And man, I know, I know a whole bunch of tricks on bonuses, but the most important part of it is people, what they get for free, they value more than what they pay for. 'cause they're already linking the cost with this thing. But then the psychological impression of, I get this for free, I get this for free, I get this for free.

[00:41:37] Jason: It's like, oh my God, what an incredible deal. That's an easy way for them to understand value. , And then we deal with risk, and then we introduce scarcity. Scarcity is generally, Hey, I'm doing this webinar. I. So it's only a special deal for those of you who have watched this webinar. It expires at this time, and then the price goes up.

[00:41:53] Jason: This thing goes away and or something else happens that they miss out on. And then the risk is either mitigate that with a guarantee, if that makes sense, or you address and or you address the risk, which is, here are the things that. You are concerned about that are stopping you from saying Yes today, let's have a conversation about those things.

[00:42:10] Jason: And then you just work through those. And that's, by the way, on my webinars that take the longest, that's where we spend a majority of time on is the risk issue. , Call to action is generally dropped between 45 and 70 minutes on the webinar. . And the slides, we run out at about 75, 80 minutes into the webinar.

[00:42:28] Jason: And then we spend the next two or three hours addressing risks, perceived and real, and most of them are perceived. And then helping people make a decision if that risk is worth them not buying, or if it's really actually not a significant risk and it's riskier not to buy. And that's where we spend most of our time on our webinars.

[00:42:48] Suneet: Good dude. We could go for so long. I know. You gotta stop. I gotta stop, bro. You brought it today and for everyone who's gonna listen to this and watch it, I wanna learn more about the webinar goat, Jason Flatley. Where should they go?

[00:43:04] Jason: They should a get this book on Amazon. So this is one to many. It's like nine bucks on Kindle, 20, on.

[00:43:12] Jason: And then, , YouTube, I am now trying the best I can to get started on YouTube. , And so if you can follow me on YouTube, it's not the highest production value, but damn, I'm dropping game on there as, as sun can attest to. So.

[00:43:25] Suneet: percent I would think is the most valuable YouTube channel that I go to. A Well dude, I guess I'll see you like in two months if I don't talk to you like next week. So, , thank you so much for, , being a guest on the show. Really appreciate the time, everybody listening and watching. This was a fire episode. Listen to it again. I'm going to, and we'll see you on the next episode of the Reside Platform podcast. Thank you.