Webinar Pitch Secrets 2.0

Webinar Pitch Secrets 2.

Webinar Pitch Secrets 2.0
Jason Fladlien, http://webinarpitchsecrets.com Page 1

Contents
Introduction.......................................................................................................................5
The Webinar Template .....................................................................................................6
Key Defining Insight .........................................................................................................8
Definition of “Key Defining Insight” ...............................................................................8
Little Known, Big Difference ......................................................................................9
Well Known, Little Understood ..................................................................................9
Revisiting the Fundamentals ...................................................................................10
Crystal Ball Theory ..................................................................................................11
"This Changes Everything"......................................................................................11
Ah-Ha Moments .............................................................................................................12
Definition of an “Ah-Ha Moment” ................................................................................12
Anatomy of a Pitch Webinar ...........................................................................................14
Introduction .................................................................................................................14
Get Attention ...........................................................................................................14
Pattern Interrupts ....................................................................................................18
Controversy ................................................................................................................19
Breaking News............................................................................................................20
Creating Excitement ................................................................................................20
Commitment................................................................................................................21

Eliminating the Competition ........................................................................................21
Value ..............................................................................................................................23
Commitment & Consistency .......................................................................................24
Give Hope Where None Existed .................................................................................25
Value Conclusion ........................................................................................................25
Advanced - Reframing Explained ...................................................................................27
Reframing the Internal State .......................................................................................28
Universals…................................................................................................................28
Historical Precedence .................................................................................................29
Social Reframe ...........................................................................................................30
Positive spin: ...........................................................................................................31
Negative spin: .........................................................................................................31
Reflexive Reframe ......................................................................................................31
De-Linking Internal Feeling to External Behavior .......................................................32
Mastering Reframing ..................................................................................................33
Pitching...........................................................................................................................34
Conception Is Everything ............................................................................................34
Disposal ......................................................................................................................35
Oh No!.........................................................................................................................36
An Hour, a Day? .........................................................................................................37
Old Habits Die Hard ....................................................................................................38

Information Alone is Not Enough ................................................................................38
Money or Excuses ......................................................................................................38
You’ll Be Thrilled .........................................................................................................39
Price Dropper..............................................................................................................39
Guarantee Selling .......................................................................................................40
One of Two Choices, Part 1........................................................................................41
One of Two Choices, Part 2........................................................................................41
The Tale of Two ..........................................................................................................42
The Hand Hold Close .................................................................................................43
What You Get .............................................................................................................44
Bonus Roulette ...........................................................................................................45
Say Goodbye ..............................................................................................................46
Now & Later ................................................................................................................46
Simulated Apathy........................................................................................................47
Social Proof ................................................................................................................47
Unimaginative .............................................................................................................48
The Sum of the Parts ..................................................................................................49
Nothing Special...........................................................................................................49
The Close Close .........................................................................................................50
Outline Revisited ............................................................................................................51
Conclusion......................................................................................................................52

Introduction
You need to know the strategy besides knowing how to execute each one of these
webinar techniques. If you don’t have the target in your sight, it doesn’t matter how good
your aim or execution is.
In this guide, you’ll discover first the overarching strategy behind each of these
techniques – then I’ll break down word for word examples for many of these techniques.
At first you may decide to memorize them as they are – and that’s okay at first.
Hopefully, over time you will get to understand intimately the underlying strategy behind
each and every technique so you can adapt them as needed and make them your
own… And do use these techniques as incentives to create your own.
I’m now going to give you a simple template you can follow when you first start doing
webinars. As you get better, you should focus less on using this template so it becomes
little more than a quick guideline for creating your own scripts.
You’ll see the template on the next page – if this is your first time reading this guide,
most of it won’t make sense to you – that’s okay. I put it here as a quick reference point.
After you read the guide, at the end we’ll revisit this template again and you’ll know
exactly how to use it.

The Webinar Template

• Introduction Section
o Lead with bold promise.
o Promise something amazing if they stay to the end.
o Be unique in your delivery and how you introduce yourself.
o Let them know it’s important they pay attention because something is
going on that changes EVERYTHING for them in the near future.
o Qualify yourself as being uniquely qualified to teach the audience.
o Get them excited about the prospect of finally being hopeful of the future
in an otherwise abysmal present.
• Value Section
o Introduce your “Key Defining Insight” – explain why it’s important, how you
reached its conclusion, and how it affects your audience both positively (if
they understand it) and negatively (if they don’t grasp it).
o Reveal the first “Ah-Ha Moment” related to your key insight… Ideally it’s
something that once revealed, your audience will say to themselves – ‘no
wonder I haven’t be able to solve that problem… Because I’ve been doing
it completely wrong… UNTIL now, based on what I just learned.
 Use at least one reframe.
 Gaining commitment is also beneficial.
 Further hope and excitement help.
o Reveal the second “Ah-Ha Moment” related to your key insight… Ideally
this one is focused on commitment – the fact that just KNOWING isn’t

worth anything unless they commit to changing a certain habit, attitude,

etc. related to the problem they’re experiencing.
 Get people excited about making new habits.
 Use at least one reframe.
 Get them to start seeing themselves playing a “role” that someone

who owned your product would play.
o Reveal the third “Ah-Ha Moment” related to your key insight… Ideally this
one proves that all the other alternatives your audience has been seeking
to gain relief from their problem(s) are futile because they are all inherently
flawed… And that you have a better approach for them!
 Save your most important “Ah-Ha Moment” for last, as it’s good
momentum to push you toward the pitch.
 Use at least TWO reframes.
 Start to get a bit more excited with your delivery and rhythm of your
voice.
• Pitch
o The Hour a Day Close

o What You Get, (modified close)
o Sum of the Parts Close
o Price Dropper Close
o Bonus Roulette Close
o Guarantee Selling Close
o Hand Hold Close
o Social Proof Close (optional)
o Nothing Special Close
o Unimaginative Close
o Say Goodbye Close
o The CLOSE Close

o Optional – work in the Old Habits Die Hard Close, One of Two Choices
Close, You’ll Be Thrilled Close, Money or Excuses Close, Info Alone
Close, the Tale of Two Close, Now & Later Close, and Simulated Apathy
Close where appropriate and as needed.
Key Defining Insight

In a 60 minute training, your attendees will not remember 95% of the stuff you show
them - at least consciously. If you make a great point that could help facilitate a sale yet
your audience forgets it... Then it doesn’t help you make money.
The idea is that each webinar presentation has a single point it’s built around and
emphasized over... And over... And over again - from a variety of different angles.
Before we go further, let’s get a definition for Key Defining Insight.
Definition of “Key Defining Insight”

Presenting a concept that is so powerful, it is likely to create a radical, beneficial shift in
behavior for the audience to help them in a way they previously couldn’t be helped.
Example: Product Creation is a worthwhile skill but it’s damn hard for most people to do
- so they don’t. The reason they don’t is they often think it will take too long, they don’t
have the knowledge to be an expert on a subject or even if they do create the product,
how are they going to get people to want to buy it?
If we were to sell product creation strategies to that group of people - who want to do it
but currently can't - we're going to have to deal with all those issues.
How could we come up with a “Key Defining Insight” that helps our audience see that
they could, in fact, create products - and do so quickly, even if they are not necessarily
an expert in anything nor do they have a built in audience already ready to purchase
these products?

The “Key Defining Insight” I came up with was "1 Problem, 1 Solution, 1 Sitting" - and
the whole webinar is built around reinforcing that insight.
The idea is that if you could identify just a simple problem a lot of people have who
would happily pay money for a solution to that problem…
And you provided that solution to them… And you could create that solution in one
sitting…
Then you probably would have a much better chance at creating information products,
and as a result finally start making real money online.
Where do I look to come up with “Key Defining Insights”…?
Little Known, Big Difference
Here is where, related to the subject, to show something that most people aren't even
aware of… And how knowing that could make all the difference in the world between
success and failure.
Example: Most people aren't aware that the reason PayPal shuts down a lot of Internet
marketer's accounts is not because they are targeting us or hate us.
It’s because most Internet marketers overlook some obviously basic stuff that ANY
merchant provider would be pissed about (e.g. not providing two forms of support
contact, not listing a full business address, forcing an opt-in after purchase… etc.).
Well Known, Little Understood
Here is where you take something that everyone thinks they know about, and show how
the nuance is so important that since most people "think" they know the right way to do
it, but miss out on this nuance, they are actually sabotaging all efforts to success.

Example: Everybody thinks that copywriting is about WRITING - that if you use certain
hypnotic language patterns, pacing, power words and are able to communicate in a
certain persuasive fashion - that will largely determine your success.
What I show is that the offer is most important - and if you focus on the right offer, it
really doesn't matter how you write out the explanation for THAT offer. Everyone
"knows" copywriting is about persuasion…
Few understand that presenting an unbelievable offer is about the most persuasive
thing you can do, and if you master that then the writing is easy and almost anyone
could become a pro copywriter.
Revisiting the Fundamentals
Here is where you show that everybody is trying things that are way too sophisticated,
advanced or just plain take too high of a skill level for any lay person to actually be able
to do - even though many lay persons are attempting to do them every day.
You come in and focus on the simple things that are most likely the difference between
success and failure as related to the topic.
Example: Everybody wants to create a whiz-bang fancy membership site with multiple
levels, stick strategies to get members paying more often, drip content so the
membership runs itself and so forth.
Keep in mind they want to do this before they even have ever put one single member in
one single membership site.
You come in and show that just creating a simple one-time membership site initially will
not only probably make you money quicker, but then it will be easy to "add on" to that
membership later… And that this approach is infinitely more likely to achieve both short-
term and long-term success.

Crystal Ball Theory
Here is where you show how what is commonly being done right now as a means for
success will most likely be rendered obsolete in the near future… And what the person
should consider doing to prepare for this "future shift" related to the problem they are
trying to solve.
Example: With the advent of "Negative SEO Update" in Google, back-linking is going to
continually become less and less of a factor to get your website ranked high in the
search engine.
Instead Google is focusing more on social signals, and if you understand social signals
you can have a huge advantage when it comes to ranking your websites high.
"This Changes Everything"
Something that has just happened in the marketplace related to the problem your
audience wants to solve has changed so drastically that if you aren't aware of it, and
aware of what to do because of it, then you're at risk!
Example: When Facebook updated their fan pages to the new timeline functionality in
early 2012, there were tons of pages that were rendered ineffective overnight.
The insight here would be that if you had a way to find those pages and contact those
owners with a service to help remedy this problem, you could make some money…
Probably easier than you previously would have ever been able to.

Ah-Ha Moments
Once you have identified your key defining insight, then you should strive to break it
down into lessons that each result in an “Ah-Ha Moment”.
Ideally I strive to give three “Ah-Ha Moments” on each webinar that I do. What is an
“Ah-Ha Moment”?
Definition of an “Ah-Ha Moment”

When you make a point so profoundly that your audience walks away with a completely
new understanding of the problem(s) they face as they search for a solution. Often, you
are striving for “this changes EVERYTHING!” as a response in the mind of your
audience.
If you can build up three of these “Ah-Ha Moments” related to your “Key Defining
Insight”, you’re going to have successfully eliminated other options as they pale in
comparison to yours.
You will have given hope to your audience where none previously existed. You will
have gotten them excited about the future, and hopefully they are excited enough to
exchange a small amount of money in return for getting your solution which helps them
achieve their goals quicker, easier and simpler than ever before!
Example: The “Key Defining Insight” I used to sell Product eClass was “1 Problem, 1
Solution, 1 Sitting”. The three “Ah-Ha Moments” in that webinar I attempted to convey
related to that “Key Defining Insight” were:
Ah-Ha Moment #1 – You can make a lot of money with tiny little $4 products
even if you mess everything up when you do it.

Ah-Ha Moment #2 – You can easily sell where you couldn’t before because 1
Problem, 1 Solution types of products are more laser-focused and often are so
specific that there is little to no competition for them. Result: it’s like calling
someone’s name from a crowd. It’s easier for people to find your products with
this approach, and they’re likely already more predisposed to buy your products.
Ah-Ha Moment #3 – Handling a present pain is far more important than just
creating a product that MIGHT enable future benefits. If you focus on these
“present pain” solutions – on how to find them and create products around them
– your success is all but assured.
Once you’ve laid the ground work with your “Key Defining Insight”, and your “Ah-Ha
Moments”, now you can start to actually script your pitch webinar.

Anatomy of a Pitch Webinar

It's broken down into three parts: (1) Intro, (2) Value and (3) Pitch. Let's examine the
purpose of each.
Introduction
What you strive to achieve in the Introduction is something that in a short amount of
time immediately hooks the audience, makes them excited for what they're about to
learn over the next hour or so, getting them to actually commit to stay with you and pay
attention - and start to also subtly but firmly start eliminating possible alternative
solutions compared to what you are going to offer later.
Oh, and the goal is to do this in ideally 5 minutes or less (and absolutely take NO
LONGER than 10 minutes!).
Get Attention
You only get one chance to make a first impression - so if you don't start off on the right
foot, you're going to lose a significant portion of your audience immediately.
How to get attention: A big, fat bold promise of immediate improvement on a topic by
the end of the presentation. For example, for Product eClass I promised that by the end
of the webinar the audience is going to know how to create products in 2 hours or less
that can convert with sub-par marketing and copywriting skills and will automatically
attract traffic to the product.
THAT is quite an interesting problem - the challenge I throw down is for them to put me
to the test to see if I can prove it!

Another way to get attention is in your delivery of your introduction. Delivery consists of
all of the following:
Tonality: the pitch of your voice (is it high, low, in between, etc.) will either attract or
repel your audience. The biggest mistakes most webinar presenters make is they don't
have enough variety of tonality. Listen to my webinars and you'll see how I go high, low,
in between and all over the place. This commands attention because it's unpredictable.
Tempo - Check out these variations of a sentence:
"The dog walked to the park quickly…"

"The dog… walked to… the park… quickly"
"The dog walked into the park… … … quickly!"
You can see the difference in tempo just by reading those - imagine what it would be
like if you spoke it.
One of my favorite ways to get attention is to build up a predictable tempo that will
culminate into a point… And then when I DELIVER the point - I do so with a different
tempo completely. You didn't expect that did you? I guarantee it grabbed your attention.
Example of this in action:
"I tried to do it in a week… Didn't get it done. I tried to do it in a day… Didn't get it done.
I tried to do it in an hour… Didn't get it done. I tried to do it in 30 minutes or less… I… …
… Got…. … It… Dooooooone!"
You got used to the same set up and delivery, and as soon as you got used to it to
where it became predictable, I changed it on you! This is a great way to get attention
and to emphasis your point.

Additional tip: one of the most powerful things you can do with tempo is to utilize the
"uncomfortable pause".
Most people don't pause that much, which is actually an indication of lack of self-
confidence. They feel that if they pause people will quit listening to them.
Other people pause, but only a "normal" amount of time because it gets a bit
uncomfortable when there is an extended period of silence - especially during a
presentation.
I LIVE for creating that tension of pausing just a little too long. Why? The audience first
of all has more time to soak up what I just said. So if I make a really good point, I'm
going to pause for an uncomfortable amount of time to let it sink in.
At the same time, this long pause also utilizes a hypnotic technique by creating
uncertainty. If you make the conscious uncertain of what to do, it becomes very
suggestible as to what it COULD do.
So they will be in a heightened state of suggestibility to the next sentence you speak
AFTER you finish the long pause.
ANOTHER additional tip:
Volume: The better the variety between "loud" and "quiet" the better - because again it
creates unpredictably and allows you to place emphasis on certain points.
One of my favorite tricks is to start building up volume with each sentence I'm delivering
that leads up to the point. Then right as I'm about to make the point I pause… And
deliver the point very softly.

This has the psychological impact of causing the audience to "lean in" to hear it - which
differentiates it as being more important because we put more effort in to hear it… But
it's also a subtle "nod" which is a commitment.
Example of this in action: Most people try once and fail. Some people try a few times
and then they GIVE UP. A handful of people try repeatedly BUT THEY, TOO, GIVE
UP! Then there are those incredible individuals who NEVER GIVE UP. THEY EITHER
FIND A WAY OR MAKE ONE. And every millionaire I know… (Now speaking in almost
whisper.) Has this attitude.
Inflection: This is the word or phrase(s) you emphasis with a particularly different tone
than the rest of the sentence. Take this sentence for example: I didn't say he hit his
wife.
I didn’t say he hit his wife. (Someone else said it!)

I didn’t say he hit his wife. (So quit accusing me of saying it!)
I didn’t say he hit his wife. (But I implied it!)
I didn’t say he hit his wife. (It was his brother who hit her!)
I didn’t say he hit his wife. (Smacked her, sure… But hit her? Nah!)
I didn’t say he hit his wife. (It was some other poor fellow's wife!)
I didn’t say he hit his wife. (Just his mistress!)
Did you notice how the sentence completely changed meaning each time, depending
upon which word was emphasized?
Now there are different ways to emphasize a word. You can change the tonality of it, the
volume of it, and/or the tempo of it.
Most people do not have the proper vocal variety in their webinar presentations
because it's not natural to intentionally manipulate tone, tempo, inflection and volume,
especially in the context of sharing information.

This is extremely important. One of the easiest ways to practice this is to take certain
paragraphs or phrases from this guide and say them out loud in variations of tone,
tempo, volume and inflection. Now you can emphasis your education while practicing
the delivery, killing two birds with one stone.
Pattern Interrupts
As complex as we are as humans, we're incredibly susceptible to "cause and effect".
Phone rings - most of us FEEL we have to answer it. No matter what… Ha! Someone
puts their hand out - all of the sudden your hand shoots out almost automatically
because you FEEL like you HAVE TO shake that hand! I yell your name and you FEEL
you have to look at me and acknowledge that you heard me.
In fact you have to do none of those things. It's just that they have been linked so well
it's hard to resist them.
Here is the problem with that: complacency. When people get complacent they aren't
interested in improvement, and when they aren't interested in improvement you aren't
going to be able to sell them anything!
Let me give you an example. With the Product eClass I start the presentation out not
with your normal "Here's what we're going to cover today" yet instead with a POP QUIZ!
I'm less than a minute into the webinar and it's already action central - people are
responding, I'm challenging them, making them guess before they get the answer, and
then giving them a brief description as to why most people don't quite understand the
implication of each answer.
Then, after I do 5 of these questions, I THEN go into the bold promise of what they'll
discover on the webinar. It's NO coincidence that each part of what I'm going to cover
was directly related to the answer of each quiz question I first asked.

One of the biggest pattern interrupts I ever invented was when I asked myself: "What if
I told my audience in the first few minutes that my plan was to sell them something by
the end of the webinar…"
In a sense I put the pitch first instead of last, where it's normally at.
That led me to the famous opening: "My goal is to show you exactly how to do ____
today. My agenda is that I hope to wow you so much with this free information that it will
make you feel obligated to purchase my product that I will offer at an incredible ‘better
than public price'. However, if I don't deliver on this promise of free training, then I
absolutely insist you don't think one second about buying what I'm going to offer, no
matter how good the deal is. Does that sound fair?"
What a pattern interrupt!
No one had ever done that before on webinars before I started doing it. By the way, I
don't care if you use what I just wrote above word for word if you wish, though I don't
recommend it. Instead, figure out how to accomplish the same thing but in your own
voice with your flavors - otherwise you're just going to sound like you're imitating
someone, which if the audience picks up on it, they’ll feel that you are being
inauthentic.
Controversy
Don't be controversial just because you can. Only do it if you feel that there is a great
injustice being carried out that few if any people are addressing so that by leaving it
unaddressed it is damaging to the audience.
This gets attention! For example, I used to do a presentation where for the first few
minutes I just hammered the 80/20 rule. This "80/20 rule" is sacred amongst time
management junkies as being the holy grail of productivity. I showed how everyone
knows about this rule, but nobody seems to be getting any more productive. So what
was the problem?

Well I went on to show how actually knowing this rule usually HURTS productivity…
And I showed what the alternative, better solution was instead. (What a great “Key
Defining Concept” by the way!)
Breaking News
People are addicted to the news. On mobile devices, the number one type of website
people access is news sites. If you can promise that somehow if your audience misses
a portion of the presentation something REALLY BAD could happen to them as early as
tomorrow that will absolutely get their attention.
Of course, you must deliver on this, or you will then never get their attention again in the
future.
Creating Excitement
In addition to getting attention, we also want our audience to be excited to spend the
next 60 minutes or so with us.
In most cases, we will be talking to an audience who has been struggling for quite some
time to solve a pressing problem in their life. The best type of excitement you can use
for these people is to give them hope that THIS TIME will be different… That you’re
going to FINALLY be the one to help them break through the barrier that is holding them
back.
Here is how you create excitement:
Vocal Tonality - we have discussed this before, but specifically you can detect
"passion" in a voice just as easily as you can detect disdain.
How do you master the art of having "passionate tonality"? Simple - get really excited
yourself first. If you’re extremely excited to present, then naturally people will want to
follow your lead and be excited to listen.

It SHOULD be exciting for you, because you're going to help people and you can get
paid handsomely to do so. Just remember this, and picture it vividly enough that you are
about to burst out of your skin with excitement for this opportunity to present.
And SMILE - a lot. When you deliver your presentation you should be smiling all the
time. Even if the presentation bombs… Guess what? You will still feel good simply
because you smiled so much!
Commitment
My goal is in the first few minutes of the presentation to get people to type into the
questions box that they are willing to stay and pay attention for the whole webinar.
Just simply doing this almost always will increase attentiveness and lessen attendees
leaving early.
Often I'll simply say something along these lines: "If you can make it all the way to the
end of the presentation, that'd be advisable because there is something you and ONLY
you will be rewarded with…
That people who can't stay to the end will miss out on. We won't even put this on the
replay so you'll never know what it is unless you stay to the end. I promise it will be
worth your time.
So if that sounds good to you, type in right now ‘Yes!’ into the questions box."
Eliminating the Competition

Or as I refer to it, ETC. In the first five minutes of a presentation I strive to have already
proven that THIS will not be a normal webinar from a normal presenter that they're
normally used to experiencing.

This alone is extremely helpful as an immediate position to have because it can then be
much more leverage-able towards making sales at the end.
Every slide - I always ask myself the question - "How can I put something on this that
will make every alternative option related to the product I'm going to sell at the end
seem inferior to my product?"
If you have done all this correctly, then you should - in the first few minutes of the
webinar - have a rapt audience hanging on every word that is excited and committed to
spending the next hour or so with you and is going to place more priority on your advice
than advice they could get somewhere else.
I hope you realize that by following this training and starting out like this, you're already
at a huge advantage over most other webinar presenters, because so very few even
have this as a goal to accomplish, much less even know the techniques on how to do it.

Value
The next section of your pitch presentation is what I refer to as the "value" section. This
is where you present information/advice around your “Key Defining Insight” that will be
helpful for your audience in order to solve the current pressing problem they are
experiencing.
The main goal is to continually eliminate potential objections people will have in
advance of what you're going to offer at the end.
Example:
When we sold WP Member Champ via webinars, since it didn't have drip content or
multiple levels of membership, I went into great lengths during the value section to
explain who should and shouldn't do these types of membership sites… So my
audience got VALUE from this but it also eliminated the competition (other solutions that
do include it).
So when creating my value portion I always like to ask myself: “What are the objections
I can disprove in advance that also provide value to the audience while simultaneously
pre-emptively positioning my offer to be attractive when I reveal what it is at the end?”
Another thing you must accomplish during the value portion of your webinar is giving
some great information related to your “Key Defining Insight”… But also making people
feel good about acting on the information that you give.
Example: "Most people will spend their whole lives not knowing about this… However,
you can see how this makes all the difference based on what I just showed you, right?
So imagine how different your life is going to be now that you know this!!!"
This reinforces the information by making it sound extra special for the listener. Nice!

Commitment & Consistency

After making a salient point related to your “Key Defining Insight”, you must get the
audience to agree with the value of that point, and commit to following that point.
The consistency comes into play when you create enough commitments that your
audience starts to develop a self-image that they then feel they must act consistent with.
Which is powerful because your offer at the end is the ultimate for their consistency, and
for your audience not to sign up would be to admit that the self-image they created for
themselves was erroneous - and that's a thing very few people want to do!
Example: Say what you're selling at the end of your call is a product about getting local
business clients on Facebook. In the beginning of the value portion you get your
audience to first commit that if there is a method that is easy for them to make $500 in
less than a week from an hour of effort, they'd be willing to follow that method to a T.
Then you get them to commit that Facebook is in fact a gold mine for making money
with the right approach.
Then you get them to commit that it's worth facing a bit of rejection if all you need is "1
out of 100" to get a yes that would be worth $500 for less than an hour of work.
FINALLY, you get them to commit that it is worth learning a few new skills if it only takes
a very short amount of time to learn those skills so that you can, in fact deliver on the
service and get $500.
Then you show them a tool that allows them to do this automatically, so it can be done
in minutes instead of hours of manual labor. If they already agreed with you that it'd be
worth it even if they did it manually, then it is WAAAAAY better to do it automatically for
a one time, low fee for the software.
THAT is the power of commitment and consistency from start to finish.

Give Hope Where None Existed

Always try to dovetail every single thing you’re teaching during the value section with a
message that it IS possible for almost anyone in your audience to do and master what
you're talking about.
The fact is I'm often teaching people things that I've spent hundreds of hours myself
fine-tuning to become a pro at. While I'm distilling the essence of all that I learned to
reduce my audience's effort to achieve the same thing - it is still daunting if you're
starting at step 1 of a 3,000 mile journey!
Hope is what makes it palatable to actually want to get out and do it.
If you can give hope that their life will be better each day if they commit to doing the
things you show around the “Key Defining Insight”, it goes a long way to make whatever
you’re teaching during the value section supremely valuable.
Value Conclusion
So ahead of time you've come up with your “Key Defining Insight” - let's say it's around
product creation, and it's "One Problem, One Solution, One Sitting".
During the value section you instruct how to find these "One Problems" that people are
having that they'd willingly and cheerfully pay money to get rid of. You show how easy it
is to create a solution to these one-off problems, and the type of solution structure a
person SHOULD follow who wants to create these products.
Then you explain the process of how to do so in one sitting.
Not only do you just instruct, you make the points mentioned above in such a way the
person feels good about doing what you’re teaching. For example, you show how the
first time you did it, you had a typo in the first sentence, your product was only 7 pages
long and you sold it for $4.

You then explain how if THAT approach led to millions of dollars later, then absolutely it
is not asking too much for the audience to follow a similar approach since so many
things were done incorrectly, but results were still obtained.
In addition you show you don't need any proof before your create these types of
products, so there is no excuse for not starting today NOW that you know the formula.
Along the way you get people to commit that if such a formula existed, they would
indeed follow it, and that they'd be willing to put in a few dedicated hours here and there
to achieve it, and that product creation is one of the surefire ways to make real money
quickly and easily.
Of course while you were executing all this, you keep in mind to show how this
approach is DIFFERENT than how other people teach this stuff, and that they're not
likely to discover this stuff from anyone else or anywhere else. This helps eliminate all
the competition.

Advanced - Reframing Explained

One of the best ways to establish feeling, hope and value is with a technique called
reframing.
The quick background is this - everyone creates a model of their reality. Such a model
is often created based on cause-effect relationships. For example, let's say you're a
short, bald fat man (appealing, right?). You might have tried to ask a beautiful woman
on a date one time and she said no, so you generalized this to your model of reality in
which no beautiful woman ever will go on a date with you.
Until you change this model of reality, you always will be limited by this type of thinking.
So if I wanted to show you that you could in fact score all the beautiful women you could
ever want, then even if I gave you the best advice ever, you'd still probably not act on
it… Because you don't FEEL good about it (since you have an impoverished model of
reality related to it) and therefore you have no hope, nor are you as willing and able to
create that self-image to be committed to act on it.
Knowing how to reframe behavior allows you to first de-link the cause and effect
relationship. (I'm fat, bald and short therefore no woman wants me.)
If you de-link the relationship, the model can no longer stand on its own, and it
implodes. Once you destroy someone's model of reality, THEN it is easy to suggest to
them a better one to put in its place. This will give them hope. It will get them committed
and then they will act consistent with that new image they have created and committed
to…
And finally they will LINK their ability to change with YOU instead of your competition,
and will eagerly buy whatever you offer at the end to continue this great experience
they've had with you thus far.

THAT is how powerful reframing is - now let me show you how to master it.
Reframing the Internal State

"I'm short, fat and bald; therefore no beautiful woman wants me… Because of this I'm
hopeless."
The internal state is 'I'm hopeless' and I assume you'd agree with me it'd be hard to sell
someone with this internal state anything related to getting a date on a Friday night with
a beautiful woman. So how could we reframe that internal state during our value
portion of our webinar?
"Most people who are not the stereotypical tall, handsome dashing males think they
have to settle for an average looking woman at best. To them going for a beautiful
woman is a lost cause.”
“However, that is silly to think that way because I've noticed that your own mindset
seems to dictate whether or not you'll actually get what you want. And if you do think
you'll get it, or don't think you'll get it - you're right either way. So I'd urge you to think
along these lines: ‘If I don't have the physical attributes that make it easy to get beautiful
women on looks alone, what would it take for me to make up for these limitations by
enhancing my personality?’ And what I'm about to show you will do just that…”
“And might even give you an advantage over handsome men because these personality
methods are so powerful, yet so little known that ONLY men who don't have good looks
will ever seek out and discover them…"
See how I reframed this supposed limitation that might be in my audience's mind - I got
them to look at their internal state from another angle.
Universals…
"I'm short, fat and bald; therefore I will NEVER get a woman…"

The universal here is the word never. You should develop radar for words like always,
every, all, never, none, and so on… Because they are easy to disprove.
When creating your value portion of your webinar, ask yourself: "Are there things my
audience currently thinks of in terms of universals that would hinder their progress
toward obtaining a solution to their problem?" If so, you should work on reframing that
line of thinking during your value presentation.
Example: "If you get nothing else out of this webinar today, your time is still well spent
just for this concept. When talking with men who feel like they can't get the women of
their dreams, I hear certain types of language patterns that almost every man who is
struggling uses.”
“They come to me and say things like 'I will NEVER get a woman' - and to them I say:
'Are you telling me that no one… Even people uglier, boring and dumber than you…
Ever got a beautiful looking woman?' I think we've all had that experience of going out
and seeing an ugly, offensive looking man with a beautiful woman hanging off of him.
So it's not NEVER - it's 'What does that ugly cretin know about getting women that I
don't?’ Ah, that's the first question you MUST ask if you want to be able to enjoy the
solution…"
Bingo! You can take it a step further and tie it down with a commitment by saying: "And
if I were to show you the techniques that this cretin knows that you don't, would you be
willing to put in 30 minutes a day of practice to learn them? And is this a worthwhile
trade off? Go ahead type in the questions box your answer right now!"
Damn that's good stuff.
Historical Precedence
"I'm short, fat and bald; therefore I will never get a woman…"
This is where you show them what their life will be like in 5, 10, 20 years and even up
until their dying day…

If they continue to operate under this exact philosophy. In addition, you can also show
what their PAST has been like by following this line of thinking. When you force your
audience to look at their limitations from this perspective, it sheds a whole new light on
the subject.
Example:
"So getting this stuff today might not be a big deal. Heck, let it go two days and you
probably won't be affected. But imagine if you end up settling with some woman you
really don't love because you just don't want to end up alone…”
“You may discover that she's not only plain, but she has a personality of a horse's ass.
Her temperament causes you discomfort, which over the years turns to ulcers. Even if
the stress doesn't kill you, it might as well because you're nothing more than a shell
going through the motions because her constant grinding has sucked all the happiness
out of your soul.”
“So your two options today are to continue doing what you've always done, or do what
I'm about to show you…"
Nice.
Social Reframe
This is where you tap into the "well everyone else is doing it, so I should be doing it as
well" angle. You can either spin it positively or negatively. Let's break down how to do
each.

Positive spin:
"Every man who has got a beautiful woman has done this. Everyone who hasn't gotten
a beautiful woman hasn’t done this. So is that all you need to know in order for you to
start doing this?"
Negative spin:
"If you walk into a bar you will see that every guy who will never get a hot date does
this during their night out. You want to actually get a hot woman. So your two options
are to do this, or start doing something else. What should YOU do?"
Hehe… This gets easy once you see the technique behind it, doesn't it?
Reflexive Reframe
Here we get them to reflect on their statement by throwing it back at them and making
them feel silly for ever even having suggested that.
People often think really dumb, limited things and nobody ever makes them reflect on
the conclusions they've come to. Note: this is different than TELLING them they're
wrong. Instead, we have them reach the conclusion they’re wrong by how we respond
to them.
At least that's how you do it if you were interacting with someone. On a webinar it's a bit
different. What I attempt to do is show how anything other than agreeing with my
conclusion would make you feel silly for having thought otherwise.
Example: "A client came to me the other day and said he never deserved to be rich. I
said to him he was right. He was shocked I agreed with him. I even told him that since
he didn't deserve to be rich, he probably didn't have any use for the money he already
accumulated so he might as well give it to me now.”

“Of course, he thought this to be absurd. However, I then asked him with sincerity: 'Well
you clearly have been able to make some money. So it's clear you CAN make money.
What must you do differently though to double the amount of money you're currently
making in a short time? What would you have to do differently?"
Reflexive reframes in webinars are often done in "I was talking with someone once…"
type of frame.
This allows the audience to assume the role of the person you're using in the example,
and therefore the result is almost the same as if you were talking to them and
interacting with them personally.
De-Linking Internal Feeling to External Behavior

And because this short, fat and bald guy can't get a woman, he is a complete failure at
life. In reality not getting a woman really has nothing to do with being a success or
failure at life. In this particular instance, you can easily demonstrate that there are plenty
of "lifelong bachelors" out there that are happy, healthy, wealthy and wise… And that
failure or success is not necessarily related to a single external behavior.
Related to webinars, how you can use this reframe technique is to show how NOT
being able to do a certain skill/technique/whatever does not constitute a barrier since it
might not even necessarily be required in order to have success with solving the
problem your audience wants to solve.
Example: "Many Internet marketers feel like they need to be good at web design,
WordPress, html, css, email marketing, search engine optimization, social media
marketing and on and on and on. In reality, here is the deal: if you get really, really,
really good at creating an irresistible offer, it doesn't matter so much how ugly your
website is… Or how bad your persuasion skills are… Or how little traffic you can
currently generate.”

“The point is if I were selling $100 bills for a dollar, would it matter if the copy I used to
sell it was great, good or horrible? Would it matter if I put it on the most beautiful
website in the world, or the ugliest one? Would it be easy for me to get others to
promote it by giving them 50% of sales, since they would make so much money
because this offer would convert well?”
“Most of these things you THINK you need to master are soooooo far down on the list of
importance that you shouldn't even entertain them in thought for now… Instead focus on
the irresistible offer... You master that… Then all other things just will seem to
automatically fall into place…"
Mastering Reframing
Reframing is not natural. What IS natural is to generalize cause and effect, or easily link
internal feelings to external circumstances, regardless of whether those links are
accurate or not.
What you have to understand is that if you are servicing an audience who has a
problem, they aren't equipped to solve that problem without someone's help. How do I
know this?
Because if they had the ability already to solve their own problem, they wouldn't be on
your webinar or need to listen to you.
You help them by showing them the NEW skill sets they need to adopt to be better
equipped to solve their own problems.
Then after you do that, if you have a product, tool, service or whatever that can help
accelerate that result, it is your duty to sell that to as many people who could benefit
from it as you possibly can.
That's where pitching comes into play.

Pitching
Thus far, I've separated webinar presentations that are designed to sell into three
sections. I only do this because it helps me teach you these concepts in a way that
facilities better and quicker learning.
In reality, you should never look at the pitch as a separate and distinct part of your
webinar.
You are always pitching on a webinar. Sometimes what you're selling is that they should
listen and pay attention to you. Other times you're selling them on a new approach that
will hopefully get them better results than what they currently are experiencing. And
sometimes you're selling something they'll pay you money for.
Sadly, so many people treat the pitch portion differently than the rest of their
presentation. Oftentimes they are very comfortable in the value portion, and then when
they start to pitch they become uncomfortable.
You can analyze it however you wish, but in the end it all boils down to one thing: the
thought that selling a BAD thing. Watch me reframe this to you in a way that will
hopefully help you fully understand how selling is something that is the BEST thing, so
you feel 100% comfortable and confident doing it.
Conception Is Everything
First of all most people have a poor concept of money. Besides burning it to keep warm,
there is little inherent utility in having money.
Money is only good for exchanging it for THINGS. Almost everyone who exchanges
money for something does so because they FEEL that what they are getting in

exchange for the money they are GIVING is greater than keeping that money or using it
for something else.
Let me say that again in a simple fashion: I spend money because what I get in return is
greater than me keeping the money or spending it on something else. At least that's my
expectation. I'll never actually know for sure until I do buy it, use it and then can assess
the situation. (Think of all the buying decisions you’ve made that seemed like a great
idea at the time that ended up being a "waste" of money…)
Your audience WANTS to spend money regardless of whether you want to take it or
not. Even more to the point, is this - if your audience is feeling a lot of pain or has a
certain problem they'd wish to remedy, being able to give you a "small" portion of money
in order to help ease that pain or solve that problem… That's a fantastic deal for them!
Disposal
Here is the other side of money - disposable income. Most people live off of their
paychecks. So at certain times of the month they have a certain amount of money they
set aside as disposable income. When it's gone that week/month/whatever, then it's
gone… But it will be renewed again the next week/month/whatever.
The point is a lot of people are going to spend a certain amount of money for enjoyment
each month, regardless of whether they spend it with you or spend it with someone
else.
Now this is a "zero sum" type of spending - If I have $100 set aside to spend this month
and I spend $50 of it buying mobile apps, then I only have $50 remaining to spend on
enjoyment that month.
The way I look at it, my job as a webinar presenter is to get you to spend your
"enjoyment" money on my products which will provide more than just short term
enjoyment, but also solve a pressing problem that will make your life better for a long,
long time to come.

So the question is if you were going to go out and blow $30 on a movie and popcorn for
you and a friend, and instead I get to you first and get you to put that $30 towards one
of my trainings, that's a fantastic thing for you!
That movie is something you consume, enjoy and when it's done, it's pretty much done.
Information products, services, software and the things that I sell on webinars are things
you can enjoy over and over and over again.
Now the trick is sometimes if you put together an offer that is so compelling, people are
willing to spend all their disposable income they set aside that month, PLUS dip into
some of their savings, and/or even leverage their credit and spend money they don't
have to buy your product today.
Oh No!
Is that a problem? Not the way I look at it. You have to understand, money is easily
replenished. For example, you could spend 20 hours learning how to do something. Or
you could pay me $50 to show you how to do it in 2 hours. I just saved you 18 hours in
exchange for $50.
Was that a good deal? You bet.
You can NEVER replenish the 20 hours you would spend. However, by giving me $50
and saving 18 hours, you can use those 18 hours to replenish the $50 you spent - even
if you just take a part-time job at McDonalds.
Too many people look at selling as you TAKING something from someone. Obviously if
this were true then selling WOULD be a bad thing. Taking something is only half the
equation.
Remember, you always GIVE in exchange for TAKING. You always attempt to give far
more than you take, which is a great service. Now you don't always achieve this -
sometimes you end up taking more than you give. It happens…

That's why I whole heartily recommend you offer a guarantee as often as possible. Now
what's the worst damage that can happen?
You buy something in the spirit of you using it to enhance your life in some sort of
fashion… You gambled a couple hours to go through it and maybe try some stuff out.
You didn't feel like you got value so you put in a support request - and you got your
money back.
How is any of this evil? The answer: it's not.
Hopefully I've got you to reexamine your beliefs towards selling in a way that will show
you how important it is for you to sell at the highest and best skill level that you can. At
best, you change someone's life in a dramatically positive fashion. At the worst, they
tried for a few hours and it didn't work for them and they can get their money back
easily.
Now that we're on the same page, you can see why it's okay to get aggressive during
your sales presentation. Let me show you my most powerful sales techniques… THEN
I'll show you how to use them.
An Hour, a Day?
"Would you agree that this was an hour well spent today learning everything we've
covered thus far on the webinar? Sadly, we can't cover everything you need to know in
one measly hour with one measly webinar. Even if we had a whole day today, we
couldn't cover everything you need to know, nor would it be practical. That's why I'm so
excited to be able to make this offer to you where you CAN get everything you need to
know… And if you act in a certain amount of time, you can get such an incredible
special deal on this offer you'll be tickled pink. Here's what it's all about…"
Explanation: Get your audience to commit to wanting more of you, and promising that
if they liked what you went over today, they’ll love spending a bit of money to get a
whole bunch more of you. Adding in the scarcity also helps!

Old Habits Die Hard

"Habits are hard to change, yes? That's why you've probably been struggling to (insert
benefit the audience so desperately desires). If we ended the webinar right now and
parted ways, would you agree with me it's highly doubtful that you'd immediately change
you habits and behavior to achieve this (insert benefit again). In fact, you probably are
already aware how easy it is to fall back into your old habits. I'm not going to let that
happen.”
“If you want true, lasting change of habits so you finally CAN achieve (insert benefit),
then you're going to need repeated exposure to these concepts, and you're going to
need accountability. Luckily for you, I have something that can make this possible…"
The offer allows this to happen.”
Explanation: You’re openly hitting head-on what causes them to fail over and over again
– and you’re emphasizing that your solution will no longer allow that to happen, and the
only way for someone to prevent it from happening is to buy your stuff immediately!
Information Alone is Not Enough

“You can’t just rely on another guide, manual, or video training. You need more. You
need tools. You need accountability. You need coaching. You need me in your ear for
the next X weeks if you’re going to make true, lasting change.”
Explanation: this is great for products that are more than just standalone information
courses, because it’s a great differentiation point for eliminating the competition.
Money or Excuses
“People are good at two things – making money or making excuses. These are mutually
exclusive. You can’t be good at both. So pick one!”
Explanation: you can basically use this one anywhere. Substitute “money” for
something more applicable to your niche if need be.

You’ll Be Thrilled
“I’ve seen you struggle. I’ve seen you become frustrated at your lack of success. I’ve
seen you work hard day and night yet seemingly getting nowhere. That is why you’ll be
thrilled with what I put together for you today. It’s my pleasure to introduce…”
Explanation: this is more for you than the audience – it frames your offer as a welcome
solution, and if you do that you will feel more comfortable selling your product during the
pitch portion.
Price Dropper
“With everything I have for you today – including the bonuses… You can see why we
think it’s a good deal to offer this to you for just $2999.95.”
“At least that’s what most people would offer a special deal like this for, and let me tell
you, you’d still be getting the bargain end of it.”
“We decided, however, to let you have it for just $1999.95 – if you were the general
public. You’re not though. You’re special. You’re here because (you’re on my list, so
and so invited you, etc.) so you’re getting a better than public deal.”
“If you act immediately right now you can practically steal this for just [insert actual
price]. Plus in reality, you risk nothing with our guarantee which is…”
Explanation: This is the technique of relative comparison – you get your audience to
understand the true value is way, way higher than the price.
The example above is just a dramatic way to do it – think of your own different dramatic
ways you can make the value seem extremely high compared to the tiny little price
they’ll pay to get it.

Guarantee Selling
“I’d like to claim that you risk nothing today because of our special unconditional
guarantee – but that wouldn’t be entirely accurate.”
“While it’s true your financial risk IS NOTHING, you always will risk time. That’s why
you’ll love my ’30 minutes or 30 days’ guarantee which goes like this…”
“Sign up immediately today. If you don’t like it, don’t even give me a reason. I don’t even
care if it’s 30 minutes after you sign up… You contact our support desk and say ‘Give
me my money back now!’ and we will.”
“Or you can go up to 29 days, 23 hours, and 59 minutes and THEN ask for your money
back – again, without even giving a reason why – and I’ll return every single penny back
to you promptly and quietly – plus we can still remain friends.”
“The real question is – is it worth gambling a few minutes of your time to check this out
– which if it does even half of what I’ve claimed today on this webinar will [insert benefits
here]”
Explanation: too many people get lazy with guarantees and just kind of use a bland,
“going through the motions” type of guarantee.
You need to make your guarantee unique and dramatic, and really sell the heck out of
it. The example above is just one of many ways you might consider doing so.

One of Two Choices, Part 1

“When deciding on what your investment would be for this wonderful package today, we
were left with two choices.”
“The first choice is we could go cheap to try to sell as many units to as many people as
possible. The problem with that is then we wouldn’t be properly incentivized to really
stack the value… And go the extra mile for over-delivering to give you every possible
advantage we could in this package.”
“Our second option was to require a little higher investment on your part – but in
exchange, we would be able to devote so many more resources to help solidify your
success with [insert benefits].”
“Well… We decided to leave the low level solutions to the other guys and instead ask a
little more of you, but give you a lot more in return.”
Explanation: Helps eliminate the competition, and gets your audience to understand that
price really isn’t the issue, yet value is – if you don’t handle this head-on, you allow your
audience to draw their own conclusions – and why would you do that?
One of Two Choices, Part 2

“You’re faced with one of two decisions to make today – the first decision is to do
nothing, not take the leap of faith and not put your investment into this course, which is
100% risk free…”
“And instead settle for what you have now and continue to get what you’ve always got.
If you’re cool with that, let me ask you – how’s that been working out for you?”

“Your second choice is to pony up this small investment today compared to all the value
you get in return and just give it a shot. If it works, great! If it’s not for you, great - just
ask for your money back and you’ll get it.”
“Either way, though, you invested in yourself and that will always be to your benefit in
the end to help you get what you deserve.”
“With that said, I think it’s clear which choice you must choose now…”
Explanation: This is an emotional play – if the people don’t buy your products, they
have to accept they are failures. On the other hand, the first step to success is so easy
– just giving you some money to get your solution.
The Tale of Two

“When creating offers like these I typically find myself addressing two different types of
people – the Timid Tommy’s and the Brave Bob’s.”
“The Timid Tommy’s will look for every excuse as to why what I have to offer you today
won’t work for them. They’ll cite that it’s too expensive, which is silly because you can
always get your money back if it’s not for you.”
“The Timid Tommy’s will say that they don’t have time to learn this stuff – as if any of us
really have any time for anything these days. You don’t wait until you have time for the
important stuff – you MAKE time for the important stuff.”
“The Brave Bob’s, on the other hand, look for every reason WHY this WILL work for
them. They understand it’s not a cost, it’s an investment. It’s a ‘win only’ investment
because at the very least they tried something new and it didn’t work out so they got
their money back.”

“The Brave Bob’s know anything worth enjoying is worth working hard for – so they
sacrifice a few minutes a day to MAKE time to invest in bettering themselves… And
that’s why the good life is reserved for them.”
“My question to you is: ‘Who do you want to be? A Timid Tommy or a Brave Bob?’ You
have a decision to make that, regardless of what you choose, will affect the rest of your
life. I’ve done everything in my willpower to give you the best value at the best price with
the best chance of your success. Now it’s time to meet me half-way. [Then tell them
how to sign up]”
Explanation: This is classic ‘us or them’ – or in other words, you’re either with me or
against me! This not only gets more people to finally get off the fence and decide
whether or not to buy your stuff, but it also helps reinforce those who already have
bought.
The Hand Hold Close

“Open up your favorite browser on your computer right now – whether it’s Internet
Explorer, Firefox, Chrome, Safari, whatever – and type in that URL I just provided to
you. When you go to that page I want you to make note of the following…”
“First see this countdown timer? When that baby hits zero you will in fact miss out on
the fast-action bonuses, so make sure you sign up as soon as you can.”
“Second, at the bottom of this page – and all of our pages for that matter – is a link to
support. This is where you go if you need anything at any time and we’ll be glad to
assist you.”
“Now, see this ‘Add to Cart’ button? I want you to click on it. When you do it will take
you to this screen where you can agree to our Terms of Service if they’re to your liking –
then fill out the first part of this acceptance form.”
“After you fill out the form, click ‘Checkout with PayPal’ and you’ll be taken to this screen
that you now see in front of you.”

“If you wish, you can simply complete your acceptance form by using PayPal. Or if you
don’t have PayPal or prefer to use a credit or debit card, then click ‘Don’t have a PayPal
account’.”
“Regardless of how you decide to invest right now, as soon as you complete your
Check Out you’ll be immediately whisked away to the member’s area where you can
start downloading and going through everything you get in mere minutes from now.”
Explanation: You might have to change the specifics to adapt better to your actual
checkout process – but notice how in-depth I go through every step.
You have to show them how easy it is to order as well as that ANYONE can order and
what to expect during the checkout and order process.
What You Get

“It’s with great pleasure I introduce to you [insert product name]. Let’s break down
everything you’ll get immediate access to when you sign up today.”
“The first session is… [Give your session a sexy headline just like you would write for a
sales letter.] As you go through this section you’ll discover [give 3 benefits in bullet point
format – again like you’d write for a sales letter…]”
[Repeat this process for each session/module/component/whatever that makes up the

core part of your offer.]
Real world example – “That’s why it’s with great pleasure I introduce to you Product
eClass 2.0. This coaching program has created more 6 figure earners than any other
program I’ve ever done. Here’s what you’re going to get access to when you sign up
immediately today.”

“The 1st session is already waiting for you in the member’s area and it’s called ‘How to
create high quality info products in 2 hours or less’. As you go through this coaching
session you’ll discover:”
“How to effortlessly find the perfect product ideas that you can easily transform into
finished products in two hours or less – regardless of whether you’re an expert in the
topic or not.”
“How to create your info product so you already have committed traffic sources
agreeing to send tons of traffic to your yet to be finished product ahead of time – so
when you push the button and make the product live, minutes later it will be avalanched
with traffic.”
“The exact sales letter formula you can copy, paste and fill in a few blanks to sell these
info products so they convert extraordinarily well even with ordinary sales copy.”
“After you complete the 1st session, turn your attention to the second session which
covers… [Then repeat the process again.]”
Explanation: people care less about what they get and more on what it does for them.
It doesn’t matter if I’m teaching you webinars or cat juggling, if it helps you reach your
goal quickly and easily, and it’s a good deal, you’ll buy it.
That’s why I don’t spend too much time going over the specifics of any product – I just
make it short, punchy and effective, dovetailed mainly to the benefits the audience can
enjoy with each portion of my core offer.
Bonus Roulette
[First go through your bonuses… Then say…]
“As you can see I have some great bonuses for your today – so great in fact that
unfortunately we will not be able to give them to every single person who signs up.”

“The way it works is: the faster you sign up, the more bonuses you’re going to get. If
you’re one of the first 25 to sign up, you get all 7 bonuses…”
“If you’re 26 through 49 you miss out on these two bonuses [put a red cross-out through
these bonuses on your slide]. If you’re [now continue until all the bonuses are gone].”
Explanation: this is just one of many ways you can consider using and positioning
bonuses in your webinar.
Psychologically bonuses are more powerful than the core offer, because your audience
generally views your core offer as “what I’m paying for” and your bonuses as “what I get
for free”.
I often spend more time selling the bonuses than the core offer because of that fact.
I always try to spice the bonuses up as well by making them scarce in some form or
another and I urge you to come up with your own techniques.
Say Goodbye
“Once you get your hands on these strategies you can say good bye to [pain point #1].
You can say goodbye to [pain point #2]. You can say goodbye to [keep this up by all the
pain points you can quickly go through…]”
Explanation: Just one of many “stock phrases” you can develop that really sells the
benefits and eliminates the pains your audience experience. I like to have a ton of these
on hand that I can roll out whenever I need to. For example…
Now & Later

“This is what your life is right now [list the pain points and troubles they experience…]
This is what your life could be like once you get in on this special offer [list the core key

benefits and experiences they could now enjoy]. And all you have to do to start is [insert
call to action]”
Explanation: another stock example 
Simulated Apathy
“I don’t care who you are… Where you are… Or what you want… I have something for
you today. It’s not a matter of IF you should invest, it’s a matter of how quickly you
should invest, because the quicker you do, the better the deal you’ll get. Here’s what I
mean… [Then introduce the scarcity]”
Explanation: another stock example 
Social Proof
The thing about testimonials is that it’s important if you have them to present them, but if
you just read from them, then your audience will be quickly repelled. Instead, you want
to dramatize your testimonials.
What I do is introduce the person whose testimonial I’m citing with something punchy.
Then I read a single sentence or two from their testimonial. Then I tie it down in a way
that would relate to my audience.
Example:
“When Kieran first came to me he told me if he invested in this course, it would be with
the last dollar he had to his name. He asked me if he should do it, and I told him no
unless he was absolutely committed to following what I told him to do. So he signed up,
and this is the email he sent me when the class was over:
‘Jason, since I took your eClass I was able to earn $12k in 6 weeks with a brand new
product just following your strategies. You changed my life mate!’

“Now Kieran enjoys a six figure a year business thanks in part to what he first learned in
this eClass. What will you discover as you go through this eClass that will help you
make YOUR BREAKTHROUGHS?”
The idea here is if you do have testimonials (and start collecting them ASAP if you
don’t!) then you can stack 15 or 20 of them in the span of a couple of minutes, which will
help dramatically facilitate the sale!
Unimaginative
“If I had to guess why you haven’t signed up immediately to gain access to this special
offer, I’d have to assume it was one of these three reasons:”
“Reason 1 – [explain the reason, then diffuse the reason as a non-issue for signing up.”
“Reason 2 – [do the same thing]”
“Reason 3 – [do the same thing]”
“Now that you understand these are really non-issues, it is your duty to march on over
to [URL] and sign up right now. You’ll be glad you did…”
Explanation: This is pretty straight forward, but it guarantees that YOU are focused on
handling their issues that currently might be preventing them from signing up for your
offer.
There are more sophisticated ways you can deal with this, but at first just use this
technique until you get comfortable with it and it becomes second nature. Then you can
start to develop your own.

The Sum of the Parts

“If I stopped the offer right here and you ONLY got just THIS – it’d still be a deal for the
price I’m asking. In fact, we already have people signing up and we haven’t even gotten
to the best stuff yet.”
“For example, check THIS OUT – (then introduce your second element). Now even
more smart people like you are signing up just from the value they’ve gotten from these
two things, and we still haven’t even shown you everything you’re getting today.”
“The third thing you’ll get immediate access to is…” [And then repeat this build up with
each component of your offer, and always do a quick call to action after revealing each
component and giving a quick benefit statement related to it.]
Explanation: You get people to psychologically feel like they’re already getting a good
deal and have already sold themselves on wanting it. Then you make it EVEN better.
This feeling of surprise makes it more memorable and creates a greater impact on your
audience, which often results in them purchasing.
Nothing Special
“Listen, what I’ve been able to do is nothing special when you consider the facts. The
facts are I’ve spent the last several years of my life using trial and error methods to
discover the secrets that I can GIVE you today for a small investment.”
“Now I’m not of above average intelligence, I wasn’t blessed with above average skill
nor did I have any other advantages going in other than the ability to work hard, fail
often and never give up.”
“You can do the same. You can go out there and spend countless hours… Dealing with
all the stress, headaches and making all the same mistakes I did.”
“My question is why?”

“Why would you do that? When you can shave thousands of hours of headache and
heartache off by simply exchanging a small amount of money for my roadmap to
immediate success.”
“Breeze past the pitfalls as I give you the essence of my thousands of hours of
experience so you can shortcut your path to success to a matter of hours or days
instead of months and years. When you look at it like that I think you’ll agree with me
that you’re getting the deal of the century when you sign up today for [insert price, then
call to action]”.
Explanation: as a webinar presenter, you have inherent authority simply because

you’re the center of attention since you’re presenting. You can successfully get people
to believe that YOU can do it, but that doesn’t mean that they believe THEY can do it.
This helps you show that they can do it, by making you supremely relatable to your
audience.
It’s a great starting point on this concept, and you can use it at first – my hope is after a
while, you start to develop your own techniques for showing that it’s not about the
individual, but about the step by step process the product/service/etc. provides.
The Close Close

“Well I want to thank you for attending today and staying with me to the end. Since you
committed your time to be with me here until the end that tells me you’re someone who
is dedicated to success.”
“It seems to me you’d be perfect to try out our offer today so do so now. You’ll be happy
you did. So go here and sign up – [insert call to action] – and I’ll speak with your shortly.
Goodbye for now…”
Explanation: You should have a standard way you sign off on every webinar – that way
if you don’t have any specific way on a presentation to say goodbye, at least you don’t
sound like a bumbling idiot as you wind down on a webinar.

Plus this is your last chance to actively close, so you might as well make it a good one!
Outline Revisited
Now that we’ve broken down each section, let’s revisited the outline again…
• Introduction Section
o Open Loop
o Bold Promise
o Unique Delivery
o Elicit Commitment
o What Makes You Different
o Creating Excitement About the Future
• Value Section
o Key Defining Insight
 Its importance
 How you discover it
 How it affects your audience
o Ah-Ha Moment #1
 Reframe
 Enhance commitment
 Enhance hope and excitement
o Ah-Ha Moment #2
 Reframe
 Excitement toward habit
 Form new audience identity
o Ah-Ha Moment #3
 Most powerful Ah-Ha Moment
 Pile up on the reframes
 Build up the excitement to pre-frame the pitch
• Pitch
o The Hour a Day Close
o What You Get, (modified close)
o Sum of the Parts Close
o Price Dropper Close
o Bonus Roulette Close
o Guarantee Selling Close
o Hand Hold Close
o Social Proof Close (optional)
o Nothing Special Close
o Unimaginative Close
o Say Goodbye Close
o The CLOSE Close

o Optional – work in the Old Habits Die Hard Close, One of Two Choices Close,
You’ll be Thrilled Close, Money or Excuses Close, Info Alone Close, the Tale of
Two Close, Now & Later Close, and Simulated Apathy Close where appropriate
and as needed.
Conclusion
I have now given you the strategy, the technique and the formula to use within your
webinar.
It will take you some practice at first to get good at this – that’s okay. In fact, if you want
to print this stuff out and just have it on hand to read from it when you’re doing your first
few webinars – that’s fine.
The idea is that through doing it over and over again it will quickly become second
nature to you. After a while you can just “close on command” with little to no preparation
or effort.
When you get that good, let me know – I’d love to do some webinars with you!

Webinar Pitch Secrets 2.0

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Webinar Pitch Secrets 2.

Jason Fladlien, http://webinarpitchsecrets.com Page 1

The Webinar Template .....................................................................................................6

Key Defining Insight .........................................................................................................8

Definition of “Key Defining Insight” ...............................................................................8

Little Known, Big Difference ......................................................................................9

Well Known, Little Understood ..................................................................................9

Revisiting the Fundamentals ...................................................................................10

Crystal Ball Theory ..................................................................................................11

"This Changes Everything"......................................................................................11

Ah-Ha Moments .............................................................................................................12

Definition of an “Ah-Ha Moment” ................................................................................12

Anatomy of a Pitch Webinar ...........................................................................................14

Get Attention ...........................................................................................................14

Pattern Interrupts ....................................................................................................18

Creating Excitement ................................................................................................20

Jason Fladlien, http://webinarpitchsecrets.com Page 2

Eliminating the Competition ........................................................................................21

Commitment & Consistency .......................................................................................24

Give Hope Where None Existed .................................................................................25

Value Conclusion ........................................................................................................25

Advanced - Reframing Explained ...................................................................................27

Reframing the Internal State .......................................................................................28

Historical Precedence .................................................................................................29

Social Reframe ...........................................................................................................30

Positive spin: ...........................................................................................................31

Negative spin: .........................................................................................................31

Reflexive Reframe ......................................................................................................31

De-Linking Internal Feeling to External Behavior .......................................................32

Mastering Reframing ..................................................................................................33

Conception Is Everything ............................................................................................34

An Hour, a Day? .........................................................................................................37

Old Habits Die Hard ....................................................................................................38

Jason Fladlien, http://webinarpitchsecrets.com Page 3

Information Alone is Not Enough ................................................................................38

Money or Excuses ......................................................................................................38

You’ll Be Thrilled .........................................................................................................39

Guarantee Selling .......................................................................................................40

One of Two Choices, Part 1........................................................................................41

One of Two Choices, Part 2........................................................................................41

The Tale of Two ..........................................................................................................42

The Hand Hold Close .................................................................................................43

What You Get .............................................................................................................44

Bonus Roulette ...........................................................................................................45

Say Goodbye ..............................................................................................................46

Now & Later ................................................................................................................46

Social Proof ................................................................................................................47

The Sum of the Parts ..................................................................................................49

The Close Close .........................................................................................................50

Outline Revisited ............................................................................................................51

Jason Fladlien, http://webinarpitchsecrets.com Page 4

Jason Fladlien, http://webinarpitchsecrets.com Page 5

The Webinar Template

o Lead with bold promise.

o Promise something amazing if they stay to the end.

o Be unique in your delivery and how you introduce yourself.

o Qualify yourself as being uniquely qualified to teach the audience.

 Use at least one reframe.

 Gaining commitment is also beneficial.

 Further hope and excitement help.

Jason Fladlien, http://webinarpitchsecrets.com Page 6

worth anything unless they commit to changing a certain habit, attitude,

 Get people excited about making new habits.