Webinars That Sell With Jason Fladlien

Intro (00:09):
Welcome to Innovations and Breakthroughs with your host Rich Goldstein, talking about the evolutionary, the revolutionary, the inspiration and the perspiration, and those aha moments that change everything. And now here’s your host, Rich Goldstein.

Rich (00:33):
Rich Goldstein here, host of the Innovations and Breakthroughs podcast by feature top leaders in the path they took to create change. Past guests include Joe Polish, Ryan Dyson, Rick Zari. This episode is brought to you by my company, Goldstein Patent Law, where we help you to protect your ideas and products. We’ve advised and obtained patents for thousands of companies over the past 28 years. So if you’re a company that has software or product or design you want protected, go to goldstein patent law.com where there are amazing free resources for learning about the patent process. And you could email my team welcome goldstein pc.com to explore if it’s a match to work together. You can also check out the book I wrote for the American Bar Association that explains in plain English how patents work. It’s called the ABA Consumer Guide to Obtaining a Patent I have with me here today, my friend Jason Fladlien. Jason is an expert on sales, marketing and positioning. He’s the host of the Jason Fladlien Show, uh, but he’s probably best known for his record breaking webinars, having sold more than 57.9 million in launch by effectively using webinars. He is the author of the number one bestseller book that is considered by many to be the quintessential book on webinars entitled One to Many. He has helped countless businesses use and improve their webinars with 6, 7, 8, and even nine figure gains. I’m very happy to welcome here today, my friend Jason Fladlien, and welcome Jason.

Jason (01:57):
It’s a pleasure to be here.

Rich (01:59):
So let’s talk about, um, I mean you, you’re well-known for webinars, but let’s talk a little bit about how you got there, your entrepreneurial journey, really. How did you start out as an entrepreneur?

Jason (02:11):
<laugh>? Yeah. I was a, it’s a rapper, believe it or not. So I had put out a, an album and I was trying to get it to sustain me at least, uh, at the worst and at the best, maybe be somewhat successful with it, go out there and sell my, my record. And I couldn’t do it like I was having all this trouble and challenge and I didn’t understand marketing was a thing back then, not really. And so I generally, if I get my mind made up that I want to figure something out, I attached to it and just go at it as as hard as I could. And that’s what I started doing with music. I started studying what makes music successful, why people buy it, why they don’t buy it, the business of music. And then I got really interested in the, the marketing side of it.

Jason (02:58):
I thought, this is really cool. Um, the only problem was marketing entertainment is its own unique beast. It’s way less predictable on what people will enjoy and what they won’t enjoy and for how long they will enjoy it. And I’d always been a fan of information. I always like studying and learning stuff. And so I, I like the idea of marketing information and selling solutions to problems. And so that’s where I started moving towards. So I kind of put my music career on hold. So I’m gonna figure this out. And then it’s something I’ve been at for the last 15 years. So what had happened was I was broke. I had no money left, so I had to go and paint houses for this other guy just to make ends meet. So I would try to make money online in the morning and in the evening, and then work during the day.

Jason (03:46):
And I got to the point where I’m like, I gotta get out of this job before I do anything else. So let me apply my marketing in a way that at least allows me to work for myself as opposed to somebody else. So I started writing articles for other marketers, ghosts, writing them, so content for them to use for their own marketing purposes. And that started getting me paid and that was good. Uh, and then I did that for a while. I did that within a week. I quit my job, so I had enough money to sustain myself and support myself. And then I would write articles for the next several months. And I got tired of doing that. But the good news is, rich, as I got results, uh, I had made some money and I developed a system for article writing. And so I’d always wanted to create an info product on something.

Jason (04:31):
And then it became clear to me I, I should create it on this cuz I have this really good system. So I did that. So the first info product that I ever created was a $4 ebook. And I sold it on a forum, cuz this was back in 2007, uh, internet forums. This was before like social media even existed. And I took out a, a classified ad to sell this ebook on this forum, and it did really well. And I was like, wow. Cause uh, it was only like six, seven pages long and it, it wasn’t, I didn’t know how to sell the thing. I barely knew how to create the thing, but people really liked it and they got excited about it. I sold a couple thousand copies of the thing. So I made like $8,000 in a week or two, which back then was a whole bunch of money for me.

Jason (05:15):
And people were like, what else she got? And I thought, huh, this is a really simple approach to business. I gotta find a very, very, very singular problem, solve it in just a straightforward way, step by step with no fluff. And then saw it at a real low price. And if I do that, I’m like, I got it. I got it made. So I did that for like the next 13 months. Uh, and then that’s when webinars came around and I was like, okay, now I’m ready to, to kick it up a notch, start using webinars. And so I did. So the first thing I did was create a product on a, um, I said, come to this webinar. If you show up, I’ll give you the end result, which is gonna be a product for free. If not, I’ll sell it to you later. And then that worked out well. So then I thought, huh, can I charge people to attend a series of webinars? And I called that an e-class and that worked out really well. And then finally I decided to use a webinar to sell stuff with. And then that was the game changer in my career. And so, you know, quarter billion dollars in sales later and an influence on multiple industries, uh, I’ve certainly left my mark, but it all started really with a $4 ebook.

Rich (06:25):
Well, it sounds like it really all started with a problem and um, and a solution and your own kind of orientation towards like loving to solve problems and create solutions.

Jason (06:37):
Yeah, and I mean, if you get paid to help somebody and they think they get the better end of the deal, to me that sounds like an awesome business.

Rich (06:45):
Well, absolutely. But it, it is, it is very interesting to me. It’s kind of like you, um, you wanted to sell your music. So the problem was, well, how do I do it? And like you discovered like, well there’s this thing called marketing and, and you sought to kind of create the solution to the problem by learning about marketing. Um, and then you, um, kind of learned about that a bit. You did an um, you created an an ebook and you’re like, well, I don’t know how to sell this. And so you sought to solve the problem of how to sell your e-book. And so again, there’s like problem, solution, and you’ve got to learn about webinars you’ve got very good at, at webinars and ultimately like, so it, it’s, it’s interesting that you’re so great at webinars because your whole orientation is like problem solution, right? Yeah. You love solving problems and creating solutions and, uh, and so kind of like that’s what you’ve got to be really good at and that’s what you show other people in terms of how to, uh, how here’s a solution for, um, generating sales using webinars.

Jason (07:53):
Yeah, that’s a good way of looking at it. I, I do love to solve problems and for most of my life, that didn’t make me that much money. Uhhuh <affirmative>. And when I figured out how to adjust it into an environment where it could be rewarded properly, uh, yeah, then it was game over <laugh>.

Rich (08:07):
Yeah, no, absolutely. That’s that’s great. Uh, and um, yeah, so let’s just talk a little bit about webinars. And this come out from the orientation of like, so someone has a product that they want to launch. And, um, and thinking about it, like it occurred to me like, say back in the nineties, people used infomercials, uh, and you know, and you know, infomercials gave people the opportunity to kind of capture a customer’s attention, like fully demonstrate the, the product not just in a 32nd spot, but over a period of time show, um, like show results and people who, who have done really well by using the product and then ultimately sell the product. Except it wasn’t really accessible. I mean, you had to have a good amount of money to buy the TV time for, um, uh, infomercial. Um, but now it occurred to me that a, a webinar is a way to launch a product except you don’t need to buy TV time, you just need to have an audience. What, what do you think about that?

Jason (09:07):
Yeah, there’s, there’s certainly some parallels to that. I mean, if we think infomercial, we should generally think there’s very cheesy thing that we see on the, in, uh, see on commercial, right? Uh, and there’s a reason for that. They’re selling, they’re trying to sell a mass market thing to an audience that’s flipping aim aimlessly through one channel to the next. Uh, the cool thing about webinars beyond just the fact that the production cost and the barrier to entry are relatively low in comparison, uh, is the best webinars I’ve seen work are the ones that are not mass market type of offerings. They’re very specifically pointed at a very specific audience. And if they’re done correctly, in my opinion, they have value first. So lead with value. So regardless of whether somebody your desert doesn’t buy on my webinars, the general consensus is it was time well spent because there’s this attempt first to serve you, and then if you liked how I was able to serve you for free, then you’re more open to paying money to continue that service.

Jason (10:13):
So that’s kind of the whole premise. If webinars are done correctly, the, the idea, the genesis of a webinar first came from, well, there’s these things called seminars and people travel all over the place and you and I certainly have set in many seminar rooms together, rich, right? Right. Uh, and so this is an online seminar. So what do we call an online seminar? Oh, let’s call it a web seminar. Well that’s too many letters, so let’s just shorten it to a webinar. So it’s the equivalent of being able to, to do a seminar on the web as a, as opposed to in person. And then what I like is you don’t, you’re not limited to 90 minutes for a speaker or 60 minutes or 75 minutes for a speaker. If you want to go longer in the audience, want you to go longer, you certainly have that, that ability to do that and the choice to make, how long do you want to go on the webinar to serve your audience?

Jason (11:00):
And that’s a fun, fun experience to have. But nonetheless, uh, the first webinars I ever did, rich, I used a mind map. I didn’t even have slides or anything. And there we were using software back then that didn’t allow a like zoom. Now you can see me, I can see you kind of a thing that didn’t exist back then. So I had a mind map and that’s all I had to teach and to sell from. And that worked really good cuz if you’re willing to go live with audiences that nobody else is quite taken care of properly, they’ll show up and then you can serve them first. And then if they like that, then they’ll be very eager to say, Hey listen, if I invested with you, what could I get? And so it’s just such a value first driven model if done properly. Whereas a lot of other marketing is, you take a chance on me and then hopefully it, it plays out. I’m flipping it, I’ll take a chance on you and then hopefully it plays out for me, which I much prefer from a marketing perspective.

Rich (12:01):
Yeah. So interesting. And, and, um, in terms of, of um, going longer and uh, on webinar, like one of the things I learned from you is, is to stick around as long as there are questions and stick around as uh, just to answer every single question and then people will continue to buy. So like what’s the longest that you have spent, uh, on a webinar answering questions?

Jason (12:26):
Yeah, so we did a 14 hour webinar is the longest one that I’ve ever done. Uh, special circumstances don’t recommend it, but there are certain instances where we had a finite amount of time that, uh, certain opportunities were available. Third party ones that we had contracted out. So we only had the length of the webinar to offer them up to. So the audience wanted to continue to decide whether they should shop or not. See, this is a thing that people make a lot of mistake in in business Rich, is they think people don’t wanna buy stuff everybody wants to buy all the time. They love buying as long as they get the right deal and it makes sense for them. And so that was a 14 hour webinar. We done another one that was similar to that, that was 12 and another one before that, that was 10.

Jason (13:08):
In terms of regular quote unquote webinars, we’re just selling one product. Uh, I’ve stayed on up to eight hours. Um, usually we go four hours, sometimes up to six hours. Cuz if there’s an audience and I still have the energy to wanna serve that audience, uh, not only point of sale is that justifiable cuz we will make sales. Um, but from a macro perspective, it’s so valuable because that’s how I truly understand my market. That’s what I really get to know people and what makes them tick. Uh, oftentimes people won’t really tell you what their problems are or their challenges or their issues or their limitations until you’ve, you’ve gotten through the first three to four layers that they’ve put up for protection. And only after they trust you enough will they become vulnerable with you and you’ve gotta earn that. So it’s hard to do that without one or two or three hours in front of the fourth hour.

Jason (14:05):
And so that’s when you learn the real secrets of a market. Uh, so the webinar is the end result of a smart understanding of the needs of the market. That is the action then to communicate directly with the market. But even just positioning wise, the best insights that I’ve learned on these are the types of products we should create. This is how we should position our stuff so people could understand it have came as a direct result of hanging on these webinars with a hundred, 200, 300 people, even 50 people, hour, three hour four, hour five.

Rich (14:39):
Yeah. So it’s like you, you then could take that info and learn from it. Like a lot of times people sell, like you say, that if you want to sell a product, sell one and then, and duplicate that over and over again. Find out who was the person who bought, why did they buy and find more people like that than sell them, right? And so like if you can spend hours with someone and get past their, their kind of most surface layer, layer objections and get really to the heart of it, you could learn how to craft your sales copy. You could learn how to craft your next webinar. Um, I mean you could learn how to better position the product, I guess.

Jason (15:16):
Yeah, that’s right. All that and more and, and just how to communicate to that audience what they really want versus what you think they want or versus what they think they want even.

Rich (15:25):
Yeah. And, and, um, so you mentioned positioning and um, and so I I think you, you, you are fond of something that you call strategic positioning. Uh, and I could you explain a little bit about what that’s about?

Jason (15:37):
Yeah, totally right. So the, the analogy I always think of it, there’s two ways to win more money at poker. Way number one is the way most people play, which is, I’m just gonna get better at poker. So I’m gonna study the probabilities, I’m gonna learn game theory, I’m gonna learn how to bluff and read other people and through a lot of effort, maybe it will pay off and I’ll win more money at the poker table. The other way you win more money at poker is you just find the tables with really dumb poker players who bet lots of money and don’t care whether they win or lose. And then you don’t have to get better, but you can get a better result. And so I’m constantly obsessing over how do we take the right, that’s a positioning concept there. Uh, how do I set myself up so where the reward is as great as it could possibly be, while the risk is as little as it possibly can be.

Jason (16:28):
Most people just assume that high risk, high reward has to be the way it’s set up. It’s not though, you know, and in business what I really like is business is not a closed game, it’s an open game. A closed game would be like basketball where there’s a winner and a loser and there’s literally one winner in the N B A at the end of the season and there’s a whole bunch of losers, <laugh>, everybody else is a loser. If you make it to the finals and you lose, uh, you are not second place so much as you are a loser, that’s what you are. And so I don’t like closed games. I like open games where you can define your own rule set and then winning is determined based upon the rules that you’ve designed. And so these are all the concepts of positioning.

Jason (17:10):
Uh, the, the way that I think about it specifically in business that I think will be most understandable to the most people listening right now is say you wanted to make you wanted to make a great meal. Uh, there’s two major things that go into the making of the great meal. There’s the ingredients and then there’s the chef. And so I want the best ingredients possible before I ever decide I’m gonna cook. Uh, cuz man, if I don’t have good ingredients, I don’t care how good of a chef I am, I’m probably gonna lose, uh, on, on the flip side is if I’m just an okay chef, but I got the best ingredients, I’m probably gonna win. Um, so there are certain, um, products that I can’t sell that I would love to sell cuz they don’t have the proper ingredients and it’s, it’s, it sucks that I can’t sell them and I, and I want to, but these are the 10 foot hurdles that you’d have to jump really high to get over versus the one foot hurdles that you just have to step ho step over to quote buffet.

Jason (18:08):
And so before I ever do any webinar, I am looking to have the greatest advantage. So even if my webinar isn’t good, I can still make a whole bunch of money. Other people are typically focusing on how do I make the webinar better? How do I make the webinar better? How do I do this, how do I do that? They’re thinking too tactically. And so to me it starts with a killer offer. We gotta have an offer. So good people will feel dumb if they don’t buy it. I want an offer so strong that it’s more expensive to say no to it than it is to say yes to it. I want an offer that is so incredible that people will feel bad almost when they buy it cuz they think they’re taking advantage of me. And so this is the sharpening of the ax before we cut the tree down. Positioning is the sharpening of the ax and then the marketing is the swinging of the ax to cut the tree down. And I don’t think a lot of of of thought is played rich to strategic positioning, uh, cuz nobody sees that. They just see the webinar, the end result of strategic positioning or any other marketing vehicle for that matter. And really, I’m trying to set it up so that way I can be average and still get an above average result. <laugh>.

Rich (19:24):
Yeah, no, that’s, that’s great. And, and like I think like, you know, the, the analogy of the ingredients versus let’s say the recipe, right? And yeah, so a lot of times in marketing people talk about strategy versus tactics and um, and so it’s like, well, uh, marketers will sometimes say, oh, it’s all about the strategy. The tactics without strategy isn’t meaningless. But if, but poor, poor tactics, poor execution, you don’t get very far. And like I, you know, I’ve seen you zoom into a lot of the, uh, tactics and you know, it’s like how do you open the webinar? Like, what’s the first thing you say or kind of like, um, you know, how you pivot from the information towards the sale or how you, um, you, you, you begin to, you know, preframe the sale like within the content or, and, and, and I’m not giving, um, um, like doing justice to your actual content with what I’m saying. But the point is, it’s like you focus a lot on those things, on those sales, like little mechanisms that can make all the difference. And though you can have the best strategy in the world, but if you don’t execute it well

Jason (20:32):
Yeah

Rich (20:33):
Then….

Jason (20:33):
And so ultimately we want the best ingredients and we want the best chef, right? Ultimately we will, we will move and optimize towards everything, but all in its due time. Like if you give me two products, product A has five success stories behind it and product B has 500 success stories behind it, I’m going with product B, uh, I’m just, that is gonna be more likely for me to market successfully cuz I have more to draw from out of it from the get-go in terms of successful people who’ve used it. Uh, if you give me a product from somebody who’s the best expert in the world, but nobody’s ever heard from them, heard of them, and you give me somebody who’s pretty good, but everybody’s heard of them, right? I’m gonna sell more from the person that everybody’s heard of versus the person that nobody’s heard of.

Jason (21:19):
Uh, and so these are all considerations that we think of when we sit down and in decide in which position we’re gonna run. Uh, the, the best strategic principle I can give everybody listening here today is this, it’s, it’s derived from the 80 20 rule. 20% of your customers will spend 80% of the money available. 20% of the market controls, 80% of its economics. And so I want this, here’s where it gets even better than that. Rich, not only is that true, that one out of five customers spend four out of $5, but four outta your five competitors are going after the same customers. The 80% of customers, cuz they think quantity quantity’s easy to understand, okay, I I can sell the two groups. Uh, the group on my left, there is 800,000 people group on my right. There is 200,000 people. Everybody goes to the 800,000.

Jason (22:12):
Look at ’em, there’s more of ’em. Doesn’t it make sense that we go after them? Cuz that’s an easy snap judgment to make, to evaluate a market. It’s just wrong. Unfortunately, it’s fundamentally wrong. Uh, so four outta five marketers are going after the 80% of customers. So only one out of five marketers are going after 20% of the customers, even though, even though those customers spend four outta $5. So I am always looking at the 20% of the market that is gonna make the market and I am serving them. It is a tough principle to swallow and I will tell you why cuz it feels uncomfortable turning your back on four fifths of a market. Most of us, if we’re not, you know, psychopathic or narcissistic, we wanna help everybody. And it, and it hurts me to see people not be helped, but with, when we have limited amounts of resources, uh, we have to be intelligent in how we distribute those resources.

Jason (23:10):
And so even though I will say no to four out of five in that market to help the one I can help, um, what I’ve discovered, the more I’ve thought about this is that’s actually more impactful too. Cuz a lot of the market is merely hobbyist, if you will. They have a problem and they wanna solve it, but they don’t wanna solve it bad enough to really take it serious. It would be nice, but it’s not something that’s critical, right? And so even if you give, if you give them the best plan, the chances of them using it and getting a full benefit out of it wouldn’t make sense. It they just won’t, um, they’re not to that point yet. Maybe they will be tomorrow or the next day and we’ll welcome then, right? But we all wanna help the people that need the help the most, but want it the least, uh, better is, is helping the people that need it the least but want it the most, uh, most of your best customers, they, they’ll buy five products that solve the same problem.

Jason (24:07):
Cuz in their attitude, if only one of these five pay off, it’s worth it. And then you look at the other market over there, it’s a miracle if they’ll buy even a product <laugh> at that price point and then they’ll accuse you of the in greedy and say, why don’t you give it all the way for free as if they are living in the same planet that we are. So strategic principle says, any audience you can reach, including your existing base of customers, 20% of them will spend 80% of the money under the right set of circumstances. And so we’re always looking at who is that vital few that make the biggest difference? And that’s a powerful strategic principle and we’ll extend it rich, cuz you and I hear this all the time from people that are in the rooms that we hang out in.

Jason (24:47):
They say, I never attend a webinar who even shows up to webinars, right? Um, and, and they make the mistake to think and just because they don’t, that nobody else does in any given market, um, a lot of customers won’t come to a webinar. They won’t, they won’t spend two hours of their life invested in a single concept related to that webinar. They just won’t. I mean, are those good customers? They don’t sound like good customers to me. But you take a customer who’s absolutely fascinated by the topic and and can’t get enough of it, two hours is just a good start for them. So the function of the webinar by itself helps attract the highest quality of clientele in any given market.

Rich (25:32):
And, and so essentially attracts the people that want a solution, the, that, that most strongly want that solution. They’re willing to invest the time

Jason (25:41):
And they’ll pay for it too. That’s the, that’s, I think that’s equally important, uh, acknowledgement. Cuz there are people that just, they fundamentally won’t pay for solutions or they’ll pay only a certain amount of price, but no more than that. And it’s not governed by any logic or reason, right? But these people that are willing to show up on webinars and hang in there and take the education and really dig deep, um, below the surface, those are generally your best customers.

Rich (26:07):
They’re willing to pay, they’re willing to pay attention first. Yep. And then they’ll, they’ll pay with their wallet.

Jason (26:14):
Yep. You know, and, and, and, and, and I don’t mean this in a derogatory sense, but the most desperate people will also show up on your webinars. And I like working with desperate people, uh, because they’re willing to try things out that are not normal. And if you try the normal things out, you generally get the normal results. And so, you know, everybody like Rich in the, in the marketing business, everybody thinks that they’re, they know advertising cuz they see it all day long. So therefore they’re an expert as a, from a consumer perspective, right? Uh, they don’t know anything <laugh>, they have no earthly idea, but in their head they’re a good advertiser. Now what happens if they start spending money on advertising and then they fell miserably on on their, they’ve just run through their budget, right? Well then they might listen a little bit.

Jason (27:03):
They might be open cuz they’re now feeling a little bit of paint. But then they’ll generally go to the first, second and third lines that are easily available to them. And then they’ll learn stuff about like institutional advertising and brand type based advertising, not direct response sort of stuff. And that’s more palatable, it’s easier to swallow and digest and it feels more comfortable, right? Uh, but they still ain’t probably going to do what needs to be done and they’re still gonna continue to struggle and have bad results. And then if they don’t give up, and unfortunately a lot do give up, those that don’t give up now they’re willing to set aside what they think might work and be more open to what actually does work. And then those are the customers that are coming on. Those are the types of people that are more open to it, right?

Jason (27:51):
Um, you know, it’s a, it’s a tragedy that most people don’t start taking their health serious until after they have a major health scare, right? Uh, but that’s just the way that it is. And so those are the types of people that are gonna show up and pay careful attention because they have more at stake if they get it wrong. And so these are some of the indicators of, of these really qualified audiences that I like to serve and like to help. They’re so receptive to it that when you com when you combine their receptivity with going that extra mile to figure out what truly would make a difference for them, uh, that’s where the magic happens.

Rich (28:25):
I love it. And, and speaking of, um, really qualified audiences of people that are invested in a solution. So, um, you know, we’ve, we’re we’re part of this mastermind called Driven that is co-led by, um, by yourself, Perry Belcher and, uh, Kassam Mala. And, um, so you got a bunch of people that are really invested in marketing solutions and willing to not just commit, uh, a good amount of, of money, but but a good amount of time towards like really like learning and finding the, the, the best way to, uh, to kinda, um, to tackle the marketing in their business. That’s right. Um, so you wanna talk a little bit about Driven?

Jason (29:10):
Yeah. So I mean, this is a $25,000, uh, fee just to get access to Driven for a year, uh, and a qualification of minimum seven figure a year business, ideally more. Most people have more. Um, and it’s just serving another need in the market, right? So you can serve it all the way up. So you might think on the surface of it, it sounds silly, why would a multimillionaire wanna make another million dollars? The reality is why wouldn’t they? That’s the thing they want more than anything. Almost <laugh> in some instances, it’s the only thing going right in their life and everything else is pure chaos around them. So it’s their, their their only outlet of sanity. Uh, but the,

Rich (29:50):
It is the game that they’ve discovered that they’re able to win. So they want to keep winning and win win better. Yeah. Win bigger.

Jason (29:55):
Yeah. Or it’s the only place they feel like they can contribute, uh, which is a whole different conversation that we can have. But nonetheless is there is a segment of the market where, uh, being number one is just a good start, um, where there’s your potential and then there’s the gap between where you’re at and where you want to go, and you want to close that gap, right? Um, or, or on the flip side of it is you want to experience growth because you feel like you have something that’s so important that you wanna get into even more people’s hands. And when I sell, I have that kind of mental picture rich where I’m like, I’m trying to sell to somebody who’s drowning in water right now, and I’m throwing ’em a life reserver, uh, preserver, and they keep kicking it back. And, and so somebody asked me, Jason, how do you stay on these webinars so long? I’m like, well, listen, if I’m throwing you something that will save your life and you, and you keep kicking it away, am I supposed to give up after the first time or the second or the third time, I’m gonna keep throwing that son of a gun? I’m just gonna keep at it until till you figure it out that I’m here to save your light. You know? Right. Um, and so, and like, does

Rich (30:55):
It matter if you, like, does it matter if the person you’re throwing the life preserve it to might be annoyed that you’re trying again and again, <laugh>,

Jason (31:03):
Right? Yeah, yeah. They’re, they’re complaining. Look, right, they’re complaining about it. Well, I’m trying to say their life, but that they finally figure it out. Or if not, they say, all right, fine. I don’t, I don’t know, but I trust you enough to know for the both of us, you know? Right. So, uh, some of us are like that when we’re just gonna continue, we have a good thing and we wanted to get into more people’s hands. And so running a mastermind, like Driven, um, it’s now normalized, but there was a period in time and I saw the market shift where nobody thought anybody would ever pay $25,000, uh, to be part of any mastermind or any group for that matter. And then somebody figured it out, and then everybody followed suit as they generally do. Uh, but, but our attitude here is, you know, the advice I give a regular business owner about marketing or about webinars is mostly front end loaded.

Jason (31:55):
It’s like steps one, two, and three. Uh, the advice I give to people in Driven or to hire more successful business owners is more like steps 21, 22, and 23. Uh, this is where a lot of what I can do, rich, I can’t teach, unfortunately. Uh, it’s too sophisticated and it’s often overkill, um, to solve the task at hand, right? It’s like they don’t need a bazooka, they need a fly swatter. We’re, we’re, we’re swatting flies here. Uh, we’re not going into war kind of a deal. Uh, but what I like about Driven is we are encountering situations where there’s not much effort needed in order to take the momentum that already exists and expand on it. And so that’s what a, what, that’s what Driven does. And it just goes back to show you like, I’ll teach webinars to two different groups of people and I’ll teach two completely different approaches to those groups calibrating to those.

Jason (32:49):
So those at the beginning of the journey, those in the middle of their business journey, and those that are, that are at a highest level possible in their business. So they need webinars or they need an improvement on a webinar. Uh, and even one improvement in those instances can make a huge difference. And so we’re really, ultimately, once you master something, then the, uh, the game becomes, and what different ways can I communicate it to different audiences to have different amounts of impact and then get, uh, monetized fairly as a result of having those impacts. Uh, so Driven is just, just another place in where I feel I can be worthwhile. I can show up and I can, and I can contribute. And the effort involved for me, rich to contribute is very low, and the impact is very high, and the money’s really good too. So, uh, I’m, I’m excited and it keeps me sharp, man. I’m always seeing new things come down and it’s always making me want to step up even further.

Rich (33:42):
Yeah, it’s a fantastic group and I, I really appreciate everything that, that you cast and, and Perry doing with it. Um, you know, I’m one of the, one of the cool things I cool little bonus of the webinar are the calls on Wednesdays, uh, where, um, kind of we get to talk about the stuff, like what we’ve been talking about on this webinar, um, and answer people’s, um, well solve people’s problems really. Um, and, um, um, I mean, those calls are just amazing and, uh, you know, obviously I’m a big fan, I’m part of it, and I just, you know, wanna express my appreciation for everything that you doing all the time you put into it.

Jason (34:20):
Well, and it wouldn’t be as good as who it is without you there as well, rich, so <laugh>.

Rich (34:26):
Well, thank you. Um, and, uh, I mean, on that note, um, uh, so if people wanna learn more about you or get in touch with you, how do they go about doing? So,

Jason (34:35):
Yeah, the best way is to buy my book. So it’s called One to Many. Uh, I’ll just, right here, one to Many. It’s on Amazon. Best place to go to get it. Uh, that book is the result of a $5,000 per person seminar that I did, uh, on webinars where I taught everything I could possibly teach inside of a framework on how to create and launch webinars. And so then we took all that material and turned it into a, you know, a $10 Kindle book, uh, or, you know, $20 if you want to get crazy and buy it, buy the paperback version of it. So go to Amazon, get one to many, and you, it’ll break down very specifically step by step exactly how to create what I feel is the most universally applicable style of webinar to a majority of businesses. And what I’ve discovered, rich, is most people tell me it’s just a masterclass and persuasion. So even if you don’t plan on doing webinars, uh, I would highly recommend you read it because the thinking, the stra, the strategy, the positioning, and some of the, the philosophies of selling and marketing that I’ve discovered, they’re just dripping off of every page of that book.

Rich (35:44):
Yeah, absolutely. First of all, I mean, uh, it, it’s a great book, but it’s kind of the first thing that I said about you is that you are an expert in sales, marketing positioning, but you’re best known for webinars, um, because it’s, it’s true like the, the, the things that you are expert in, um, that really lead up to, um, to the execution through webinars. But it’s like, um, you know, we’ve had conversations just about really specific sales techniques or really specific language in sales, and that’s all necessary for webinars, and you teach all of that in, in your book. Um, and so it’s kind of like webinar is a vehicle of delivery, um, but it’s like mastering those things is what you teach and what and what you teach in that book.

Jason (36:31):
That’s right.

Rich (36:33):
Yep. Awesome. Well, Jason, I really appreciate you taking the time to do, um, this podcast, uh, and, um, and I’ll, I’ll see you at the next event.

Jason (36:42):
Awesome. Thank you so much, Trish. I appreciate you very much.

Speaker 4 (36:49):
Thanks

Outro (36:50):
For listening to Innovations and Breakthroughs with your host Rich Goldstein. Be sure to click subscribe, check us out on the web at innovationsandbreakthroughs.com and we’ll see you next time.