Jeremy Weisz 18:24
You do something, Jason, also, people can be awkward with selling from the get go, and you do something in the very beginning of a webinar to get agreement. And that also is two things, talk about that.
Jason Fladlien 18:35
Yeah, I’m glad you brought that up. So when I first started on webinars, I was very uncomfortable with this idea that it felt like I’m tricking my audience. Hey, come to this free thing that of the goodness of my heart, I’m going to teach you, site, buy this product, right? It felt like almost a timeshare pitch, and I was very uncomfortable about that. So I said to myself, how do I reconcile these feelings? Because I realized the webinar is a superior medium of advertisement. Most advertisements like I will annoy you, and then hopefully what I sell you will make up for the fact that I just annoyed you. A Webinar is like, I will provide value to you, and then you will get an experience of the value I can provide. And then you will want to continue that by investing in the product.
So there’s value there. But I was still uncomfortable, so I came up with this close very early on. And it would go something like this, and then when I say close, it happens in the first two or three minutes of the webinar. So it’s in the introduction. So I would say something along the lines, I say I have two agendas here today. My first agenda is to sell you a product at the end of this webinar. I just flat out tell them right? My first goal here today is to get you to buy a product that I will offer you at the end of the webinar. My second agenda is to teach you how to do XYZ.
Now the XYZ Jeremy is some ridiculous what they feel would be impossible for me to show them in 45 to 60 minutes. Some big, bold claim, that’s what I’m going to say. So I’m like, I have two agendas. One is to sell you a product. The second is to teach you this thing. If I can teach you this thing in the limited time that we have together, then I insist that you invest in my product at the end of this webinar. However, if I cannot teach you XYZ, then never buy anything that I will ever attempt to sell you ever again. Do we have a deal? And I have many variations of that, but I basically set the framework where I say, if I can do x, then you should buy y. If I can’t do X, please never buy y. And the audience will agree to that. Almost 100% 99% of people will say, yeah, that sounds reasonable.
I was looking at a webinar that Tony Robbins did with Matthew McConaughey last year. Was a really gigantic, big webinar, and it did really good. And I’m like, I could have done even better if they would have done the technique that we just described, because especially with a major celebrity to a mainstream audience, where any type of selling they think is a scam, right? It’s even more powerful to be very clear about your motives up front, but frame them in a way so people could understand them, otherwise they will assume the worst. So if I don’t tell you I’m selling you something, you will assume that I’m trying to trick you or manipulate you or something sneaky is going on. If I tell you up front, I’m going to sell you and I can explain it on my terms, then you will be more comfortable. You’ll still probably think, yeah, you’ll think two things.
One, there’s no possible way he can teach that, so it’s a safe bet for me to agree to that. But number two is like, if he can really do that, yeah, I would want to buy that thing. That thing would sound amazing if he can actually do what he says. And so we changed the whole interaction from yes, I will or no, I won’t buy, to I will buy under these conditions. And that is so powerful. And you do that in the introduction.
Jeremy Weisz 18:35
And Jason, you’ve sold things from $17 to $12,000 software on webinars. And I don’t know if you do this anymore, but like, let’s say someone right now, they’re like, yes, I have a big webinar, huge webinar coming out, and I want Jason to audit this webinar. What are the different things that you do now for people?
Jason Fladlien 22:39
Yeah, so we do a lot of consulting, like I did consulting for Alex Hormozi last year, pay me 25k for a day where we went through his big book launch, and his plan coming in was completely different than when he left. And there’s a huge lesson there, because he came in and he explained what he was thinking to do on that presentation, that live stream that they did, and I completely changed his whole outlook on that where I’m like, you should be making the offer 30 minutes in. I’m like, you don’t have to do the standard formula that most people would do for most of these situations.
So I’m always being very hyper contextual to that person, their capabilities, that audience, that market, that time of year that media and that’s often what we do for clients that can make the big difference when there’s big stakes on the line. What I’ve also discovered with clients Jeremy is just because I can do it doesn’t mean you should try to do it. So I have sold $12,000 by the way, per year. That’s not just a one off payment. That’s a $12,000 a year license to a software on a webinar without sending anybody to a phone call to talk to anybody in person, true One to Many selling where I live and die by my ability to close on the webinar itself. And we did that webinar one-time to $3.29 million in 90 minutes, without follow up, without replay, nothing.
So it’s possible. And so sometimes I used to coach clients on how to do those techniques, too. And then I realized, oh, that’s ridiculous. It’s better to either have them just send them to a phone room and not have the webinar do all the heavy lifting, or maybe we just build a business where we don’t have to rely on being that good at webinars in order to do that. So I’m always looking for that with the client to right fit it, because the cost that I paid to be as good as I am at webinars didn’t allow me to be better at buying traffic, like these guys are better at buying traffic than me. Usually, it didn’t allow me to build a team like an army would be. I’m more of like a SEAL Team Six, like, I can’t run a platoon, but you give me six guys and we’ll go kill bin Laden, that kind of thing, right?
So I often tell people, don’t try to even emulate those things. Instead, focus maybe on a front end offer that you could just run in perpetuity. And scale that thing over the next three to five years. What’s really great about this, though, Jeremy, is I can take the technique that’s really sophisticated, that would be required to sell a $12,000 thing, and we can extract that and build a model. So I’ll give you a great model. That webinar was done to an audience, inside of an audience, inside of an audience. And so people think the best. Here’s why people think webinars are only to front end clients who have never bought anything from you ever.
And the reason why is because 99% of the webinars you ever see in public are in that situation. But by and large, the best webinars you could ever do are to existing customers who’ve bought a different product from you, and people just don’t know that. So the model is more important than the specifics of how we did it in this one instance. But in this one instance, we were like, hey, listen, you can’t even come to this webinar unless you’ve bought this product in this other product, and if you can, and then the webinar we wrote, would not make sense to anybody unless they had certain experiences. So normally on webinars, you can’t use jargon. I had a consulting client the other day, and he had this thing that was called like, B2B Ecomm method that was one of the strategies that he was teaching to his on his webinars. And it was to a front end customer, and I said, I don’t think they know what B2B is, and I don’t think anybody really knows what Ecomm is. That’s jargon.
So generally, we eliminate jargon. When you eliminate jargon from a webinar, it’s really hard, because jargon has a purpose. It encapsulates, like 50 word ideas into two words. But jargon, nobody knows what it means. Nobody can resonate with it. So we were changing some of his stuff on his webinar to like the virtual showroom, because everybody could understand that, versus whatever he had. I can’t even remember what he had before that, but he had some sort of technical jargony churn, and we had to be very general and we had to be very accessible on front end webinars, but on back webinars, I can use all the jargon I want. In fact, I can build up on the things I’ve already taught them. And so we’re taking gigantic leaps on the webinar, when before you’d have to take baby steps so we can cover so much more.
So that’s the value of a back end webinar. So oftentimes I advise clients to sell a front end product that’s not a webinar that opens up as many people as possible to purchase from you and then build a back end offer on a webinar that will be perfectly aligned with that front end thing. Nobody does it. Everybody does the front end webinar because that’s all they see. But the real lesson there, and then I show this to clients all the time. It blows their minds. And the other one I show to clients all the time is, if one webinar is good, two webinars are better. So oftentimes people think, in order to write a new webinar, I need a new product or a new offer. But some of my best webinars I wrote a different webinar selling the same product to the same market. So in Amazon, I’d have three different webinars that we would use to sell the product we were promoting.
Webinar number one would be a four step process. Here’s the four steps to be successful on Amazon. You select the right products, you source them correctly, you list them in a certain way, and then you launch them on Amazon. Four step process. Webinar number two of all those four steps, the launching is the most important one. So we would zoom in and focus just on the launch and build a whole webinar around how to launch products on Amazon. That was webinar number two. Webinar number three was essentially, hey, you’ve seen everything that we’ve shown to you, and you haven’t bought yet. So we’ll just sit here and figure out if you should buy or not. No content, pure objection, smashing webinar for hours on end with a whole bunch of people asking us live questions.
And we would use that three webinar funnel to produce some of the biggest promotions in the history of the internet, even to this very day. And so these are things often that are non-intuitive, that we look at for clients, and then we just figure out, of all the tools in the webinar toolkit, do we use the hammer? Do we use the wrench? Do we use the power saw? Right which one is the right fit for the right job?
Jeremy Weisz 29:02
Longest webinar you’ve ever done? There’s also probably a misconception to have a shorter webinar, right? So longest webinar you’ve done.
Jason Fladlien 29:13
14 hours. So here’s a good lesson again, Jeremy, so even forget webinars for a second. Think of how we solve problems. So one day Will and I, my business partner, we’re sitting around, and we said, how can we have a webinar where all we did was pitch all day long, and everybody was happy with it. So most people go about solving a problem this way. We can only do X. How do we do it x? So most people say we can’t pitch to our audience and just beat the hell out of them up and have a pitch fest. They said we can’t do a pitch fest. So how do we sell them without doing a pitch fest? We say, how do we sell them while doing a pitch fest, and make them enjoy it?
So we challenge the premise, we reverse it, we invert it, and then we say it. In our minds, we said, well, if we were able to go out and secure products at the biggest discounts ever offered for those products, and hook these customers up with these insane deals like almost like a home shopping network for digital marketing business products, and if we could agree with the person that the only time we’d ever offered this deal was live on the webinar, so they would feel safe giving us the biggest discount ever. Like, hey, we can only sell this on the webinar, kind of a deal.
So they would say, okay, cool, I’ll give you this product that’s normally 2000 I’ll let you sell it for 50 bucks, because you can only sell it on the webinar, so nobody will see it unless they were on the webinar. Deal. And then we go to our audience and be like, if I end this webinar, I’m contractually obligated. I cannot sell you this product ever again. Here’s the contract, right? No, the scarcity is really powerful, and so it’s a service to stay on a webinar like that until everybody buys every product that they want to buy, because they can no longer buy the product after it’s over. So we did that for 14 hours one day because we had like 27 different products that we had sourced, and got this limited time reseller license to for only the duration of the webinar. And we did it for 14 hours to make sure that everybody saw every product, everybody understood every product, and everybody had the time to purchase the products that they wanted to purchase.
And it took 14 hours. And some people started with us when the sun was going down, and they ended with us when the sun was rising the very next day. And we had a lot of fun. So that’s the power of how much people will stay and look for good deals, and how much people are appreciative and grateful if you go to great links to help them secure things that they otherwise could never get on their own. Now let’s talk about the length of the webinar. Almost inevitably, almost every single webinar that I see, I can increase the conversion of if we just make it longer, and that blows people’s minds. I’ll have people argue with me, Jeremy, about this concept.
My favorite time was when they argue with me in a seminar that they flew halfway across the country to attend on day two of the three day seminar, where they’ve already been in the room for 12 total hours, telling me that nobody stays and watches long form content anymore. I’m like, do you see the disconnect with the statement you’re making based upon your behavior? You’re 25 hours deep into investing in your own knowledge and education that you’re telling me, nobody’s doing this. What are these things computing with the other thing? So it’s generally true. 95% of your audience, they won’t even scratch below the surface.
However, 5% of your audience can never be satiated, and that 5% of your audience controls 70% of the money spent in your market. So who do you want to cater to? You want to cater to the 95% who won’t even throw a nickel your way. Or you want to cater to the 5% who will spend more money than the other 95% combined. That’s who the webinar is for, and those people, as long as it’s done in a captivating, engaging, dramatic, exciting and valuable way, they’ll always want to know more. But even if you don’t change anything about the webinar, there’s one way you can make it longer and make it more valuable, and that’s you just deal with more objections. So instead of doing three price closes, you do six price closes. Instead of doing four time objections, you do 12 time objections, instead of doing one belief objection or two belief objections, you do 19 belief objections, you just sit there and you answer every single possible excuse, big or small, one after the other that would stop somebody from buying a product who should be buying the product.
And here’s what’s cool about that, the quantity becomes its own quality. So here’s what happens. Oftentimes, we win buyers for no other reason than the following reason. They say, whoa, every other person who’s tried to sell me gave up. You haven’t given up on me because you are willing to hang in there and try to help me. I will give you my money because you’ve shown to me that you are more committed than anybody else who’s trying to help me. So we win customers not by technique, but by demonstration of how committed we are to help them. But you can’t say you care about your customers and then give up on them easily. That’s not possible, so you either care and you stay or you don’t care, and you can make millions not caring, right? But it’s a hell of an advantage if you can demonstrably show you care, and the number one way to show you care is just to hang in there longer than the next person will and you hang in for a little bit longer, and you make a lot more money, and then you could take longer vacations when it’s all said and done.
Jeremy Weisz 35:08
Obviously, so consulting people can get the book One to Many, can people still buy the course?
Jason Fladlien 35:15
We’re retiring it now. So at the end of last year, this funny, because I still wasn’t convinced. Back in 2017 the pandemic changed everything. I still wasn’t convinced most people even wanted to learn how to do webinars, because I think you have to be somewhat insane to even attempt to do a webinar. You have to be a good public speaker, and everybody’s scared of doing that. You have to be an educator, which is not easy, and you have to be a salesperson, which is also very scary. And then there’s a lot of moving parts. From a technical standpoint, what system are you going to use, and the designing of the PowerPoint and blah, blah, blah, and then there’s email involved in that. Forget about it.
One of the reasons it’s so valuable is because it requires so many separate skills to be combined together. So I’m like, no, there’s no market for this. I was totally wrong, and especially during Covid, it really changed everything. So when I created that program, I kind of 80/20 the whole deal. I said, okay, here’s the model. I spent maybe 10, 15, hours on the thing, and then I put it together, and it was a smash hit. And in some ways there’s a lot of value to that. But at the end of last year, a business partner of ours, Dylan Frost, we do the marketing and the webinar and a partnership for his Amazon program. So he hires us to come in and we do all the selling. He creates the products, he brings in the traffic and so on so forth. So it’s a nice synergistic relationship.
And Dylan says to me, says, hey, listen, if I were to get Jeff Walker to promote a new webinar course that you would create, would you create it? And I’m like, if you get Jeff to do it, then I’ll be incentivized to really dig down and create this new program. So he says, cool. So he goes out and he gets Jeff, and he books Jeff, and he says, what are we going to name? And I’m like, I don’t know. What do you want to call? He goes, let’s call it goat webinars. He says, Because you’re the greatest of all time, Jason. So I said, Go webinars. That sounds really cool. And I said, if I’m going to do it, I’m going to do it right. So this is what I got working with Alex Hormozi. Because Alex said something to me that was very impactful. He says writing a book the way I write it is 10 times as hard, but it’s 1000 times more valuable.
And I said, as I’m getting older here, and I’ve accomplished so much stuff, I really want to do it justice. So here’s what I did this time with the program Jeremy and I’ve now learned more about webinars myself in the last four months than I have in the last 15 years that I’ve been doing that. I went, I sat down one day and said, I’m gonna do it. I’m gonna do it, right? So I went through 15 years of webinars, and every time I saw anything on any slide from 15 years’ worth of webinars, either ones I’ve written for myself or for clients, I made a note. I’m like, oh, that’s a cool technique. Oh, that’s an interesting method. A lot of the stuff I was doing unconsciously I wasn’t even aware of, right?
And so I outlined the whole thing. It took about 150 hours just to audit and go through past webinars. And then I spent another 50 hours organizing the structure and the content. And then, because I do my best training live in front of an audience, we invited people to come here to LA and I trained them in person. Every one of the people in that room was an assassin. Almost every person in that room had already made a million dollars or more training them on webinars prior. So we had this killer, awesome, amazing group, small group too. I love intimate groups just to create the content. So we created it, and it’s, oh, it’s so damn good.
We haven’t officially even launched it yet, because when that was done, I stepped back and says, you know what, we really need to do a group coaching program, and we need to really build that out, and we need to teach people. Because the course is great, and the course is good, especially if you’re starting out and you don’t have, like, a business that’s chugging along yet. Maybe you don’t even have a good product yet that you’ve really refined, you should buy the course. I said, but there’s a difference between instruction and implementation. So I’m going to create an implementation program. So I want businesses that are already somewhat qualified, they’re already having an offer, probably already have a webinar. So we launched Go Coaching, which is where I take that material, that source material that we created from go webinars, and we broke it out into a coaching program.
So we ran the first beta version of it, we just concluded it, and now we’ve just launched and sold out of the second beta. And I’m really excited about it, because every single person we brought through the program so far has seen success. We have 100% success rate. So I’m really excited about it, because now what I’m trying to do is refine it to the point where I can teach it, and even if you know very little about it, you can implement it and benefit from it. So that’s kind of the evolution of where I’m at. Jeremy is, I can show you all kinds of amazing, fancy techniques on webinars, but they have very little practical application for most people. And I’m like, okay, forget that stuff. I mean, we’ll put it in there, and you could follow along with it. But the main emphasis is on, how can I teach somebody who’s very busy, who doesn’t want to learn how to be a black belt in webinars?
And how can I have them in five minutes, understand it, use it and implement it immediately. Right? And what we’re finding is 85% of almost every single webinar you could literally use the same script for and that’s really interesting to me, but in order to help somebody get there, I got to work 100 times harder just to get that little bit of an extra edge, versus just generally teaching people the techniques and then hoping they figure out how to use them.
Jeremy Weisz 40:22
So where can people find out more about Goat System, Goat Coaching.
Jason Fladlien 40:28
Great question. So it’s still so new that I don’t have a place to send anybody other than if you go to jasonfladlien.com go there. Opt in to my email list.
Jeremy Weisz 40:39
There’s a webinar. One sheet there actually.
Jason Fladlien 40:42
Yeah, there’s a thing called the 11 Sales Commandments. You can read it or not. I highly recommend you do read it, but if you opt that in there, then you’ll be on our email list right now. We’re literally only promoting it through word of mouth and email via application. So you have to apply, and then we have to look, if you make sense, to take it to take it to the program or not, but that’ll get you on the email list. And then when we launch the next one, we can do it. I mean, if you’re super, super duper serious and you want to jump the line a little bit, then you can [email protected] you can email [email protected] plead your case there. Eventually, Jeremy, we’re going to get it to the point where it is running. I’m not going to be the one coaching it here within the next year, I’m doing it now, but we’re going to bring in coaches.
We’re going to create a training program where I can take my coaches, run them through that, and then we’re going to create certification partners who are wizards at implementing the goat coaching system, and then have them build webinars for clients. But that’s like a two to three year initiative, but that’s my path now, my friend. My contribution to the universe is to stay solely and specifically in the lane of webinars and just take it to the extreme of value that I can. I mean, I’m already known as the number one webinar guy on the planet, and I’m already known as the number one trainer for webinars as well. But I want to do it even better than I’ve done it, and that’s what we’re looking forward to for the next decade.
Jeremy Weisz 42:07
I love it. And first of all, I just love the, you are a master of beta, right? I mean, if you follow Jason’s MO and framework, he proves it out, he gets testimonials, and it’s time. It’s not pretty. I think you’d agree with that in the beginning, it’s beta, and there’s scarcity, there is exclusivity. There’s so many lessons in that I feel from the beta piece.
Jason Fladlien 42:35
Love it. There’s actually a close that I use to explain that Jeremy, because people get confused by that, like when I’m selling them. So I came up with this close, and I call it the Mona Lisa in a brown paper bag. So if I had the Mona Lisa and it was sitting in a warehouse in a dark, dusty corner, and it was wrapped in a brown paper bag, and I gave it to you, it’s still the Mona Lisa. It’s still as valuable as ever. It’s just not in the art museum. It doesn’t have the lights and it doesn’t have the fanfare surrounding it. So when I pitch this, it’s essentially like, if you’re okay with the brown paper bag version of the Mona Lisa, you can get in fast, you can get in early, and you can get the best deal possible. However, it will be bumpy. If we don’t have everything organized, I don’t even have a members area properly set up. I don’t even have a damn name for the program.
In some instances, Jeremy, I’ve launched programs that I’ve made million where we literally didn’t even have a name for the course, that’s the that’s the art museum, that’s the lights that the other stuff that comes later. So the brilliance of launching something like this in beta, and everybody should do this. So some of my best webinars have been launching beta products. It’s speed to market. First of all, is so valuable. Four out of five ideas most of us have aren’t going to work. It doesn’t matter how smart we are, doesn’t matter how good we are for taking big swings and we’re really trying to move the needle. Four out of five things you do just won’t work. So we want to find out very early what will and what work, what won’t work. So we do that quickly, we fail quickly, so we can succeed even quicker. The other thing is, you never know what is valuable or isn’t valuable until it’s in somebody’s hands and you can see what they do with it.
So I could spend all night and day trying to figure it out, or I can get the minimum viable version of it into your hands and then make adjustments before we build out the full courseware. So we don’t go down dead ends and we don’t, run into brick walls. And so that’s the other brilliance of beta. But I think the best part of all is you can create a story that evolves over time. I mean, stories over promotions. That’s what I always say. So my best promotions have went the following way. I say we’re trying this new thing out. I don’t know if it will work or not. If it works, oh my god, it’ll be the next big thing. If it doesn’t work, then you’re only out X, to give it a try, you in or not. Most people will not be in. A few people will be in. You take those people in, you come back to the same audience after it’s concluded, and say, listen, remember when I said this a couple months ago? I thought it was going to do X.
Churned out. It did x plus y if it wins, right? So it was even better than I thought. But maybe I got lucky. So we’re going to try it again one more time. Are you in? And now all the people that missed the first time they see were serious. So we get more of them the second time, and we get them in in the right mindset too, which is very important. The consciousness of the person consuming the material is just as important as the material. So we get them at the deepest level of consciousness possible. And then if it wins again, then we can roll it out at large. Then I can go to partners and saying, this is the plan. The plan is we can tell the story of how this came to be, the inception point.
We can share the case studies. We can prove beyond a shadow of a doubt that this thing is effective because it was trial by fire, et cetera, et cetera, et cetera. And so when people want to use just technique to sell on webinars, that’s fantastic. You should use as much technique as possible. But this is not the brain of the webinar. This is the heart and soul of the webinar. And so if I want to cook a better meal, I get better ingredients. And so that’s the parting lesson I would give to everybody listening today, is set yourself up. So when it comes time to cook, aka, make the webinar, you have the best ingredients possible. And oftentimes that comes, I’m like, always be launching in beta, baby. Beta is the new alpha. As far as I’m concerned, it’s my favorite way to launch. Yeah.
Jeremy Weisz 46:25
The title of your next book and beta is the new alpha. Yeah, it’s good, but you came up with it. But one thing you always talk about, Jason is how there’s some very important pieces of the webinar, but one of the most important pieces you talk about is the offer. Yeah, so talk about some of the components and structure of the offer. I mean, I’ve listened to many of your webinars. Actually, it’s probably the best risk reversal I’ve ever read or heard in my life. It was one of those e-commerce webinars and the risk reversal on, they could have not heard anything on the whole webinar, and they could have listened to the risk reverse and be like, I might as well buy it. I don’t even know how much it is. I don’t know what it is, but the risk reversal on that was the best I’ve ever listened to. So talk about some of the structure and components of the offer.
Jason Fladlien 47:20
Yeah, there’s five components of an offer. There’s the core portion of the offer, what they think they’re paying for, there’s the price they pay. Then there’s the bonuses, what they get for free when they buy the core offer. And then there’s the risk that they take on when they purchase it. And then there’s the scarcity of the offer. Is it limited? Or is it not limited? Easiest way to make something more valuable is to make it more scarce. So those are all the components of the offer. Most people will focus on, so there’s three elements of those five parts. The three elements ultimately are money, time and certainty. So people will buy it if it’s the right price to value. That’s the money component. If the time to put in there is worth it for what they get out of it, and if the certainty of success is as close to 100% as possible. And of those three, certainty is the most important.
People won’t buy a $1 product that they have to spend 10 hours on. If they have a 1% certainty of it being valuable to them, they won’t buy a $1 product. They will buy a $15,000 product that they only have to put one hour in to use it, and they have a 99% certainty that it will work. And you can say, Jason, you saying everybody, I’m saying almost everybody. People that barely have two nickels to rub together will resourcefully find a way to procure $15,000 to purchase something if they believe that the certainty of it working is as close to 100% as possible. So everybody’s focusing on the first two elements. How do we get the right value in there so people can see that look at all this value compared to the price? How do we minimize the time and effort on the user’s end to get to that result?
And they always neglect the certainty. Almost all of my webinars have one thing in common, and that’s they all have better than money back guarantees. Yet every marketer you pull aside, almost none of them have ever made an offer that has a better than money back guarantee, and that blows my mind. Now, you make it conditional, otherwise, people will take advantage of you and they’ll buy for the wrong reasons. But what you do is you try to create a better than money back guarantee that satisfies the following criteria. It incentivize them to do what they should do anyway. So I’ll give you a good example. Here’s the most basic double your money back guarantee that we use. So this is a double. If you do x and you don’t see why result, not only will I give you your money back, I’ll give you double your money back.
That’s the structure of it. And one of the things that we require them to do is, every day in the morning, state their intention of what they’re going to do that day with the program, and then every day in the evening, summarize and recap what they did that day. That’s it. Do that for 60 days straight. Okay? Human nature, most people who buy courses, they cannot even comply with that simple request of 60 days of accountability. They just can’t. No wonder they have trouble succeeding. It’s hard, by the way. I empathize with them, but if I can incentivize you and give you another reason to be accountable like that, that’s good for me. It’s good for you.
Now I can link that to a condition of the guarantee. If you do that, then I’ll give you double your money back, and that’s one of maybe three components that we asked for. So one of the other components is we asked them to go through. Here’s another one. Here’s a really easy one. In business, set up your shopping cart, do a test purchase of your product and show us that somebody, in fact, on the internet, you verified that it’s possible for a stranger to buy your product. So when we teach info products, this is where I do double your money back guarantee. So one of them is document your progress every day for 60 days, and another one is set up your actual shopping cart and put a product in there, the compliance rate on that is abysmally low, and that makes sense in any impersonal offer you’re making, the compliance rate is going to be abysmally low, but we’re doing the things that people should do on their own anyway.
We’re incentivizing to doing the things that if they do them, then they will be successful, and they will not need the guarantee. Because if you do X in Y amount of time, if you don’t do X and Y amount of time, then we’ll give you the guarantee, but if you do X and Y amount of time, then you’re happier, because you’ve made more money than the double your money back guarantee would ever give you, right? So it’s powerful, because what we’re doing is we’re removing risk. We’re not necessarily increasing reward. We’re not necessarily adding value. We’re removing uncertainty, and more people will buy because of the removal of uncertainty than ever will buy because of the possibility of gain. Everybody’s all gain and no pain. I’m saying if you switch your focus to more pain and de-emphasize the priority of gain, put it in there, but make the reduction of pain more apparent, you will sell more.
So in what instances do you feel comfortable offering a better than money back guarantee, if you can do that, you’re the only one in the market probably doing that, and your customers will say, okay, I’ll buy to fail, because even if I fail, I’m still better off than I was not buying the product, and then watch them be shocked when they actually succeed on their attempt to fail. So they’re just trying to get double your money back, and they fail at it because they exceed the expectation and make even more money. These are the types of offers that make markets. These are the types of offers that launch careers and just churn you into an icon in your space.
So the goal is, how do I create a better than money back guarantee that doesn’t expose me unnecessarily, but shows the person that if you just do the most bare minimum of efforts required, I feel comfortable basically backing you, taking the risk on your behalf. It’s the easiest, simplest, most powerful way I’ve ever seen to really, really juice up an offer, and I would love, obviously, get the book, read it, because there’s a lot of ways you can do it wrong. There’s a few ways you can do it right, but if you know those few ways to do it right, it’s actually pretty easy to do a double your money back guarantee, or a better than money back guarantee.
Jeremy Weisz 53:37
Jason, I just want to be the first one to thank you. Everyone you have a chance to learn from Jason. It’s a book. Go to his website, Jason Fladlien. They have free My 11 Sales Commandments. I’ve listened to countless webinars. So if you have a chance to opt in and listen to a webinar, there’s huge value in just webinar itself, and then obviously the next step. So I’ll be looking out for the goat.
Jason Fladlien 54:05
You just reminded me we have 32 webinars that I’ve done or written that are in the goat program, like the whole slide decks from 32 different successful webinars I’ve written over the last 15 years.
Jeremy Weisz 54:19
Amazing. Check it out. One to Many: The Secret to Webinar Success. Go to jasonfladlien.com, Jason you rocked it out. Thank you.
Jason Fladlien 54:30
Thank you.
