Jason Fladlien’s High-Converting Webinar Strategies for 2021

if bill would have sat down and tried to use quote-unquote multi-step funneling whatever that means right to his audience initially he would have lost the momentum that he that he capitalized on and he would have got one-tenth the result even though his technical capabilities would have been two to five times more effective and so once he's accrued an audience once he's you know found something that they need that they can't get anywhere else and he's served that audience then he can go back and do the polishing of the stones and the minor optimization points and

so this is what i get into with audiences all the time uh they want to fight me on it this is gonna be amazing you got a lot of people on this call today i think the biggest miss that people make in terms of selling it and that's what a good marketing message good branding done how does somebody do something big in a very short period of time [Music] we're going to transition to the legend of webinars the smartest guy in the room in my opinion when it comes to webinars and so many things he's

he's known as the 100 million dollar webinar guy man actually webinar man um and he is just i it's almo it's speechless when i introduce him it's the third time he's been on our show and and he's been so gracious with giving tactical tips to everyone uh so jason thank you so much for taking the time yeah we're doing something i like to do today which is q a um i always come presenting and spending hours and hours and then people are like hey i just like it when you do the q a so who

am i to argue i'm curious a from a getting registrant's perspective and then also from a once they're on the webinar perspective like what trends are you sensing in this new world that we live in great question bill so i don't tend to get super granular with the trends uh because they're not very useful to me i try to take the macro view and so the overall trend i'm seeing period amongst most consumer bases is a feeling of desperation and i mean you're on one hand you're like duh obvious but if a market is in

a desperate state of mind you need to communicate to that audience differently than you would under quote-unquote normal times so the type of marketing that you may model or draw inspiration from or study is not as on the nose as applicable in a market that is frenzy and desperate and freaked out and scared and overwhelmed and that is where the market as a whole i see it being right now bill and so we have to speak towards the pains of the market more so than the pleasures of the market if that makes sense no it

definitely does that that's and that's a huge transition because you know a lot of people in in the in the world of webinars and really presentations is you know in general you want to sell all the positives right and it's and what we were talking about with myron for a few minutes was how to proactively handle objections um and and that essentially is could be framed in many different ways you could proactively handle a price objection proactively handle a time objection uh but talk to me about like how would you gear your content to become

more empathetic yeah so and empathetic is a good word i think it's misunderstood um because empathetic doesn't mean that you baby them or you handle them with children's gloves or that you allow them to get away with behavior that is unbecoming of your market it just means that you can feel totally the challenge and stress that they're going through but the way that i handle this is being very direct very up front uh so i say to my audience is hey listen it's hard right now uh and who knows if it's gonna get easier if

i had to bet on anything i'm gonna bet on it even being more challenging over the next eight months uh and in my you know it's like that is counter messaging to pretty much any marketing that exists out there uh but i don't do it it's beneficial to be contrarian it always isn't marketing the better it's better to be different than it is to be better however it's also you want to speak to your audience's conversation that it's having in its mind and this seems to do that most people shy away from this type of

conversation bill because they're afraid that if i overwhelm my prospect by acknowledging the harsh realities that they'll somehow like cower into a corner they won't listen to me and they'll shut down and maybe a small portion of the market does that but what i found is an audience is very reciprocal to people who are telling it exactly how it conforms to what they're experiencing right now as opposed to wishful thinking wishy-washy towards kind of attitudes which i don't think you ever have a place in marketing but generally speaking when people are sentimental or excited about

the future they will buy more into this wishful thinking so it can be effective marketing however i find it now to be largely ineffective so if we understand this trend then we don't have to worry so much about show rates and registration rates and attentiveness in attending rates because if we fix this larger problem we will fix all those other problems so i i have i i have a question to kind of follow up on this so um there there's certainly a uh growing use of alternative measures for people to connect with audiences and and

uh so some people are testing out zoom meetings instead of zoom webinars right the zoom meetings being for those listening where you can actually see everyone's face and it's and it's in a group setting so what are your thoughts on that because i feel like people are are going trying to get closer to that human connection what are the pros and cons of using a zoom meeting versus a one-to-many webinar like this right so this is and i get in this with my clients all the time i love it it doesn't matter is what my

answer is it is way down on the list in my opinion of things that are going to move the needle in anybody's practice here knowing how to communicate in a way that can get your audience moving forward in a decision that's right for them far more important give me two 10 cans with a string and if i have the right messaging i'm going to outsell and outperform people who are finding these micro tactical optimizations and improvements because the technology will change too if zoom meetings work great this month and everybody starts using them they're not

going to work well next month they're going to be oversaturated so finding the messaging first and foremost is way more important than anything else but i know where these questions come from people don't know what questions to ask so they ask questions that are very real to them i've been on meetings i've been on webinars which one is better why you know like i'll give you a great example bill used eventbrite are you still using eventbrite bill no thank god we're using multi-step funnels now hemorrhaging way too much i've never seen a marketer use eventbrite

to market webinars before it it is kind of silly it really honestly is but if bill would have sat down and tried to use quote unquote multi-step funneling whatever that means right to his audience initially he would have lost the momentum that he that he capitalized on and he would have got one-tenth the result even though his technical capabilities would have been two to five times more effective and so once he's accrued an audience once he's you know found something that they need that they can't get anywhere else and he's served that audience then he

can go back and do the polishing of the stones and the minor optimization points and so this is what i get into with audiences all the time uh they want to fight me on it and it's okay i'm here i'm here to help you i'm not here to necessarily be friends with you although i hope we could do both but if i had to choose one i'd rather help you yeah so i i appreciate that and and that that's a huge tip is is just riding riding the wave whatever it takes whatever is most natural

to kind of deliver value to your audience and then we're even going to be pivoting the name of our event because we're getting a lot of people from other industries who want to attend but you know had i done that in the beginning it probably would have been too confusing so it's a great point i'm curious of your thoughts about clubhouse yeah i think it can be a a monumentally effective way to make short-term income i am staying away from it with a thousand foot pole because i can see it also being very distractive and

overwhelming but i have a very clear mission and i have a very clear focus and i and i'm very deliberate in what i do and i'm very anti-social media which is kind of ironic but i got five friends on facebook i'm related to one of them and the other ones all work for me so there's lots of ways to the top of the mountain so i think clubhouse in the short term is going to make a lot of people get further along than they should and i like that right this is a thing where your

your abilities are not necessarily as needed to grow very quickly but often times because i've seen several cycles of this like in internet years i'm a dinosaur right uh i've seen several cycles of this where people who get an unnecessary advantage early on that they didn't necessarily earn generally give it back to the marketplace in time so easy come easy go so if you can utilize clubhouse to a greater purpose without allowing it to distract you kudos to you i don't feel like i can do that so therefore even though clubhouse is gonna make a

bunch of people a bunch of money i don't have this fear of missing out uh so therefore i'm like that's cool what i'm excited about bill is all these people once they get a clubhouse audience they don't know the fundamentals the most important things it's going to increase my demand so the bigger clubhouse gets the more money i'm going to make but not directly because i'm in clubhouse yeah and i can tell you this because i've connected with a lot of the biggest accounts and their biggest pain point is how do i pull people off

of clubhouse and convert through a webinar so i could i could tell you for sure that that pain is already being felt just because of the sheer time investment on the app um so you know we did just just for a fun funny little uh thing we did we did a collaboration with jay abraham and i got it like yeah so we got like five five to ten huge accounts to collaborate we got we had 1100 people live at the peak of it we had four thousand live in a two-hour chunk we did with jay

um so it's really fascinating and and it's it's also challenging to control the narrative because with so many co-moderators on a stage of that size inevitably someone's going to speak up and throw things off track so it's really hard to gain control i think over your messaging on the app but it certainly certainly helps from a perspective of top of mind awareness and you know certainly getting quality instagram followers because that's kind of where you message through it but really really interesting to hear your thoughts on it so my question to you is getting registrants

for webinars what's changed because you're a huge proponent on email list um has anything changed there not from my perspective um and i don't think it should change from anybody's perspective either if you're not doing webinars yet and my guess is bill our audience a majority of them are not doing webinars on a consistent basis your goal is to get a registrant um not registrants uh so what's the difference between a one-on-one and a one-to-many type of meeting just the number of people but otherwise if you can get one person on and you start with

zero that's we call it a huge success and then turning one into two you're doubling that that's incredible uh so i don't necessarily think a lot of people need to focus on how do i get a whole bunch of registrants it's how do i get a few of the right people on because if you're traditionally in most law practices that work on like a free consultative uh setting where they talk with one client they sit down 90 of the time it's the same stuff they say over and over again right if you can optimize that

to where you can get 80 of that out of the way but you can do that with 10 or 20 people at once instead of one at a time you just increase your capacity by 10 times that's super effective just usage of your time and impact that you have you can scale that up you could double or triple your practice if you could find an efficient way to do that so i don't think you need to say how do i get all these registers you just say how do i get the 10 people i would

normally get anyway get them all at once so that way i don't have to start from scratch with each potential client on a one-to-one basis and then if you save a hundred hours you know a lawyer i love a lawyer because they can bill out two thousand hours worth of services in a hundred hours right so so a hundred hours of savings for a lawyer is extra valuable than 100 hours of saving to us mere mortals here you