An interview with Jason Fladlien, about his book “One to Many: The Secret to Webinar Success”.
It’s no secret that the right type of webinar can easily double or triple your business profits. In fact, many companies today would be bankrupt if it wasn’t for having a single, solid webinar. A strong webinar allows you to get more new customers into your business—and allows you to serve and make more profit from your existing customers and clients. You can Grow Your Business with a webinar done correctly!
What inspired you to write this book?
The main reason why I wrote the book was simply because, this is kind of a funny story, but I had helped somebody with webinars who was really good at book marketing and book publishing. Her name was Peggy McCall. She said, “Listen, you’ve helped me so much with webinars, let me help you create the book.” So that was the main thing.
She came up with the title and she helped me prep it and really sold me on the idea of it because the challenge is for somebody of my stature in terms of … What I mean by that is I’ve made so much money selling such high-ticket stuff, it’s hard to justify wanting to do a book because books generally speaking, are harder to make money with directly. Now indirectly, they’re a lot easier to make money with because it helps you get more speaking gigs. It raises your stature in the marketplace, in the markets that you serve and so on and so forth. But it was hard for me to justify spending all that time to sell something for 20 bucks when I could spend half the time and sell something for $5,000 to the right audience.
How do webinars provide value?
A webinar done correctly, there’s value in and of the webinar itself regardless of whether somebody buys, but if they buy, I have found that there’s no easier way at the end of the day to get a complete stranger to pay a thousand or $2,000 with somebody that they just found out about an hour ago based on this carefully orchestrated value creation that then segues into a pitch.
Why should we add value through advertising?
The theory is this. If I can make the advertising itself transformative, that is the easiest way I’ve ever discovered to sell somebody. It’s almost like giving them a taste of what it’s like to be your customer or the experience of customer before they have to be your customer. If I can help somebody for free and lead them to believe, “Wow, if that’s what he’s willing to give away, what can I get if I pay for it,” to me, it seems like one of the easiest, most effective ways to sell something. And it can be done systematically. And certainly, I’ve laid the whole system out in the book.
If you learn that skill, you will always be valuable because other people use marketing in advertising to try to kind of trick you, right? Like nobody says, “Oh my God, yes, I’m glad there’s another commercial on TV,” or “Wow, look at my newsfeed on Facebook. I love the fact that I get thousands of ads nowadays.” Everybody tries to avoid ads. That’s why there’s ad blockers and that’s why there’s this and that’s why there’s that. So, we don’t try to trick people into consuming ads; we just make the ads so valuable that people will want to consume our ads even though they’re advertisements and then they’re dovetailed into making offers to get people to go even further. I think that will always be valuable.
How do webinars help sell information?
Here’s the first scenario. If you’re selling any information product, any course, kind of box course or digital course that they can download online, videos, audio, written work mixture of the multimedia, et cetera, et cetera, that is the best thing to use on a webinar provided it is at a certain price point.
How do webinars help sell software?
There are a lot of caveats here, but what I’ve discovered is software’s really good to sell on a webinar because the webinar can teach them everything they need to do and how to do it manually and then the software could be the automated version of that. So somebody is like, “Hmm, I could spend 50 hours doing this manually and learning how to do this or I can pay this guy this money, or this gal this money, and push some buttons and it’s mostly done for me or it’s all done for me.”
How do webinars help sell services?
I love selling services through webinars because basically the service allows you to educate somebody on what it takes to do it right and then give them the option to have you do it for them. If it’s a lower ticket service, and by lower ticket I mean like a $2,000 service or a thousand-dollar service somewhere around those lines, you can straight up sell direct from the webinar and have people buy the service. If it’s a higher ticket service, like sometimes we sell $30,000 services, it’s a two-step process. The webinar gets them to book an appointment on a phone call and then the phone call closes them.
What are some key insights from the book?
There are four sections of a webinar in my opinion. It’s the introduction, the content portion, the transition, and then the close. I think like an engineer. So, I say okay, in the introduction, what needs to happen that is critical and what else that people think is critical, that probably doesn’t matter. What we’ve discovered is there are only a few principles that need to be accomplished in the introduction to have a super powerful introduction.
One of them is establishing authority. Another way is that you create hope in the beginning. So, if people can’t get excited about a possible way that their life will be better tomorrow than it is today … A lot of people will come to your webinar in massive pain. They are desperate to solve a problem and they’re willing to hop on a webinar in order to solve that problem.
How do you deal with objections?
But that book basically is the breakdown of each and every one of those core elements. In the book, I have literal word for word examples that can be utilized in any situation that somebody could practically just copy and paste in and that will work very effectively.
There are only a few objections that will occur on almost every single thing that you sell. So, no matter what you’re selling, price will be an objection.
One of my favorite closes, and I just gave you the word for word version of the close is, “I can show somebody how it will cost them more not to buy the product than it will to buy the product.”
What’s the difference between education vs transformation?
There’s education and there’s transformation and those are two very different things. Our goal when we do webinars is not to make you more intelligent or to better give you an understanding of something. Our goal isn’t to give you intellectual understanding. Our goal is to create behavior change.
I say transformation, not education. Because if I teach you something, but you’re scared out of your mind to do it, you’re not going to do it. I’ve wasted your time and I’ve wasted my efforts. I’ve taught you something, you’re more informed, you know more about it, I’ve given you content, but I haven’t served you or helped you because I haven’t changed your emotional state, I haven’t therefore then changed your behavior. Education without behavior transformation equals failure.
Our goal here is to create behavioral transformation. If you never used the webinars, but you just took the content portion of the book and see how we structure content to be transformative, that’s going to serve you extremely well.