[Link].

com
[Link]

JOE POLISH & JASON FLADLIEN

 [Link]
[Link]

Session #1

OVERVIEW
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
HOPE IN THEIR MIND REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT
STEPS WITHIN STEP OR OBJECTIONS
CRITERIA TO CONSIDER DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
[Link]
[Link]

WELCOME!
10,000+ hours over 11 sessions?

The laboratory vs the real world...

Rules vs. guidelines

 THE PROCESS [Link]
[Link]

Initial Excitement: Wow a brand new bike!

Discouragement: Try and fail. Try and fail. Bruises and cuts.

Promise & Potential: I went a few feet on my own!

Cautious Optimism: I'm getting good but it takes a lot of effort.

Automatic: How was this ever hard?

Advancement: Bunny hopping, riding wheelies, taking jumps!

 WORDS TO LIVE BY [Link]
[Link]

It's easier to make decisions right than to make the right decisions

Get it going, then get it right

It might get worse before it gets better

Quantity has a quality all of its own...

 PREPARING FOR SUCCESS [Link]
[Link]

What would success look like to you?

What are you willing to commit to realize that success?

What mindsets do you need to adopt for you to be successful?

How can you make success a certainty?

 [Link]
[Link]

Session #2

OFFER, PRICE
& BONUSES
 4 CLOSE
WHY START HERE?
[Link]
[Link]

OFFER
PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
HIGHLIGHT

PRICE
LINK TO HIGH $$. DROP IT. DROP
IT AGAIN. REVEAL, CALL TO
ACTION
The purpose of a pitch webinar is to sell product
BONUSES
HEADLINE. 3 BENEFITS.
PROOF. FUTURE PACE. The better clarity you have on what you're selling,
GUARANTEE the better you set up the sale
REVERSE THE RISK OR
TURN IT INTO A BENEFIT

OBJECTIONS The intro is derived from the content, the content is

VALIDATE IT. REFRAME IT.
SHATTER IT. RE-ENGAGE.
derived from the pitch, the transition is what
SCARCITY connects the content and pitch together
THE PENALTY FOR
WAITING TO SIGN UP

45+ MINUTES
 THE OFFER [Link]
[Link]

The least important part... it's not what they get, it's what it can do for
them (you buy the drill for the hole)

The goal of your offer is to give the bare minimum necessary to link
to their investment followed by your first call to action!

If it takes longer than 7 minutes to do this, you screwed up!

 OFFER COMPONENTS [Link]
[Link]

Product Name & Tagline

One Sentence Benefit Statement

Highlight Major Components

 PRODUCT NAME [Link]
[Link]

Things to consider
• Easy to say out loud (Genius Webinars)
• Has a benefit (Amazing Selling Machine)
• Sounds prestigious (Genius Network)
• Creates desire (AMZ Launchpad)
• Memorable (Product eClass)
• Exact match domain (Ramp Engine)
 TAGLINE
[Link]
[Link]

Examples
• Genius Webinar: secrets of $100 million dollar in sales (proof)
• Product eClass: how to create world class info products
(descriptive)
• AMZ Launchpad: the single greatest tool for ranking your product
on page one of Amazon (category ownership)
 BENEFIT STATEMENT [Link]
[Link]

The goal is to encapsulate in one sentence the totality of benefit

available in your offer.
• Example: Genius Webinars “A step by step approach for crafting
webinars that outsell your competition, provide more value to your
customers and are easier, quicker and more enjoyable to create
than you thought even possible.”
 PUTTING IT TOGETHER [Link]
[Link]

Introducing
Product Name

secrets of $100 million dollar in sales Tagline

A step by step approach for crafting webinars that, outsell

your competition, provide more value to your customers
and are easier, quicker and more enjoyable to create than
Benefit Statement
you thought even possible
[Link]
[Link]
HIGHLIGHT MAJOR COMPONENTS [Link]
[Link]

First, we have to figure out what the major components of the offer
are

To do this, you should list every deliverable they get in full when
they sign up
HIGHLIGHT MAJOR COMPONENTS [Link]
[Link]

For Genius Webinars, this was my initial list:

• 2 day in-office training at Genius Network HQ
• Full, professional recordings of the onsite training
• World class service and experience
• Big Book of Webinar Closes
• Webinar Funnels (registration, thank you pages, order forms, etc.)
• Worksheets, Checklists, Templates
• Free consulting of your webinar pitch once completed
HIGHLIGHT MAJOR COMPONENTS [Link]
[Link]

Once you list out all the components, then you have decide what
should go into the main offer and what you’ll hold back for the
bonuses

What makes something better as a bonus than a main offer?

• Wow factor
• length/depth of content (thin = bonus)
• Smashes an objection
HIGHLIGHT MAJOR COMPONENTS [Link]
[Link]

For Genius Webinars I went with...

• 2 day in-office training at Genius Network HQ
• Worksheets
• World class service and experience
 IMPORTANT! [Link]
[Link]

"I'll beat you with my team the first half, then we'll switch teams and
I'll beat you with your team the second half!"
• I will rearrange existing offers for clients, unpack things, break out
things, marry together things, rearrange things, so that the offer can
do its job and still leave room for the bonuses.

The reality is most people don't come in with a strong enough offer
in the first place!

The stronger the offer, the easier the sale!

[Link]
[Link]
PRESENTING MAJOR COMPONENTS
[Link]
[Link]

Headline

Benefits

Proof

Future Pace
 HEADLINE & BENEFITS
[Link]
[Link]

HEADLINE

what it is...

what it can
do for you...

How it makes
your life better...
[Link]
[Link]

PROOF
Testimonial

Personal results

Deliverable images

Facts/statistics
[Link]
[Link]

FUTURE PACE
explain on a single slide what
life is going be like for them
once they master this
PUTTING THE OFFER TOGETHER [Link]
[Link]

Product name, tag line, benefit statement: 1-2 slides, less than 1
minute.

2-5 Major components: 8-15 slides, less than 3 minutes. The more
words you use, the less slides you'll have. Pictures can say a lot!
 NOW, LINK TO PRICE [Link]
[Link]

Until you reveal the price the customer can’t quite understand how
valuable your offer is as it relates to them

This is one of the main reasons we like to get price out of the way as
soon as possible

Also, most people are unlikely to say yes the first time they are
presented with a major investment and opportunity for change
 PRICING TECHNIQUE [Link]
[Link]

Link to a high price point. Something slightly comparable at a price that

is almost unbelievable for you to audaciously compare yourself to

Drop it to a lower price link. Something even more comparable to your

offer that is still much higher in price than what your offer is...

Drop it again. Something almost exactly comparable, yet still at least

double or triple what your price is...

Reveal with scarcity and call to action. Reveal your price as a limited
time offer they must act on immediately to lock in, and tell them where to
go to purchase it
PRICE ANCHORING
[Link]
[Link]

Customer results to this person it's worth

a lot!

Industry price ceilings what's the most an

audience has demonstrated paying for a
similar solution (e.g. clients have paid me
hundreds of thousands in royalties)

The longest road solutions that people

pursue that take years = high cost (e.g. the
university, trial an error)
GENIUS WEBINARS PRICE PROGRESSION [Link]
[Link]

$1,000,000 customer result

$100,000 paid by clients in royalties for writing webinars for them

$25,000 to join Genius Network

$10,000 to come to the Annual Event

$4,995 if you act before it sells out by going to...

[Link]
[Link]
 BONUSES [Link]
[Link]

If you analyzed how much time you spent on a webinar talking about
the core offer vs. how much time you spend on the bonuses, you’ll
discover you usually spend 2-3x longer on the bonuses

What we’ve done up to this point is linked the price they pay with the
core offer. Likely, they are now in a “ maybe” state.

Imagine the effect it has on them when you keep adding even better
stuff, for “free” that they can get on top of what they are already
getting.
 BONUS PRESENTATION
[Link]
[Link]

Headline

Context

Benefits

Proof

Future Pace
 [Link]
BONUS #1: PROFESSIONAL HD RECORDINGS
[Link]

BONUS #2: THE ULTIMATE WEBINAR FUNNEL

[BONUS 3 SLIDES]

BONUS STACKING BONUS #1: PROFESSIONAL HD RECORDINGS

BONUS #2: THE ULTIMATE WEBINAR FUNNEL
BONUS #3: PRE-EVENT PROFITS

[BONUS 4 SLIDES]

Etc.
OTHER BONUS CONSIDERATIONS [Link]
[Link]

They can be used to handle objections make money before you even
come to the event (pre-event profits bonus)

Each time you stack the bonuses, you can present bonuses slightly
different for a compounding effect

When introducing each bonus, add a verbal call to action “When you
sign up at <URL>, you’re also going to get this!”

Consider saving your best bonus for last and compliment it with a
major push to purchase
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
HOPE IN THEIR MIND REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT
STEPS WITHIN STEP OR OBJECTIONS
CRITERIA TO CONSIDER DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 [Link]
[Link]

Session #3

GUARANTEE, SCARCITY
& OBJECTIONS
 4 CLOSE
THE CLOSE, PART II
[Link]
[Link]

OFFER
PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
HIGHLIGHT

PRICE
LINK TO HIGH $$. DROP IT. DROP Now that they've seen everything they can get, it's
IT AGAIN. REVEAL, CALL TO
ACTION time to handle objections
BONUSES
HEADLINE. 3 BENEFITS.
PROOF. FUTURE PACE.
Risk is one of the biggest! (Guarantee)
GUARANTEE
REVERSE THE RISK OR
TURN IT INTO A BENEFIT
General and specific objections can make or break
OBJECTIONS the sale
VALIDATE IT. REFRAME IT.
SHATTER IT. RE-ENGAGE.

SCARCITY
THE PENALTY FOR Waiting is also a silent objections
WAITING TO SIGN UP

45+ MINUTES
 THE GUARANTEE [Link]
[Link]

Should you even offer one? The decision often comes down to the
potential financial impact. Even if you don't want to offer an unconditional
guarantee, consider a conditional one

With products that require more resources than simply providing

downloads in a members area, it is far less likely we offer an unconditional
guarantee at all.

I usually start with an unconditional guarantee for all my new webinars,

and then test against it
STANDARD GUARANTEE LANGUAGE [Link]
[Link]

“And when you sign up, know this – whether it’s 29 minutes from now or
29 days from now, if you ain’t happy I ain’t happy. For any reason or for no
reason whatsoever, if you want your money back you can get it because I
only want to keep your money if you’re happy. All you have to do is go to
[Link] and tell us ‘gimme my money back’ and you got it,
and in short order – our response times to any support requests average
61 minutes over a 24/7/365 time period. You can only make such a
guarantee when you’re confident that what you have is the real deal, and
I'm fairly confident that when you sign up at <URL> you’re getting exactly
what you need to <insert benefits here...>”.
 DEPENDING ON THE OFFER [Link]
[Link]

I might precede that guarantee close with the “fully informed

decision” close:

“I’m not asking you to decide yes or no today... I’m asking you to make a
fully informed decision, that is all. The only way you can make a fully
informed decisions is on the inside, not on the outside. So you get on the
inside and see if everything we say on this webinar is true and valuable to
you. Then, if it is, that’s when you decide to keep it. If it’s not for you, no
hard feelings. You will then, after signing up at <URL> be able to make a
fully informed decisions that this isn’t for you. But you can’t make this
decision right now for the same reason that you don’t buy a house without
first looking at the inside of it. And know this... Whether it’s 29 minutes
from now or...”
NO UNCONDITIONAL GUARANTEE? [Link]
[Link]

Then you still have the choice for a conditional guarantee – a

guarantee to get their money back if they meet certain stipulations

If you’re going to go this route, make sure the stipulations aren’t too
cumbersome and are easy for you to explain without taking up too
much time

Even if you do have an conditional guarantee, it’s advisable to

consider adding an unconditional guarantee on top of that
 CASE STUDY [Link]
[Link]

The Guarantee Of Profit

• “I hope you see how serious we are about this and what it can do
for you... So let’s go in all the way together. I’m so confident in your
success based on our track record and our downright unfair
resources only available through the link below... That I can legally
guarantee you profits when you sign up How? It’s called... THE
PROFIT GUARANTEE”
 CASE STUDY [Link]
[Link]

“When you sign up today here’s what will happen... You build a
successful business that can easily be turned into a million dollar a
year enterprise... IF... You, for whatever inexplicable reason, don’t
create a business within a short time frame profiting at a rate of at least
$2,500/mo... Then you’ll have two options.
Option 1: You will refund ASM and we will buy your business (including
inventory) for double what it cost you to get started plus give you
$5,000 for your time (up to a grand total of $10,000).
Option 2: You will stay in ASM and we will personally help you reach
$25,000 in revenue within 90 days. Why do we do this?
 CASE STUDY [Link]
[Link]

"We do this for a very selfish reason... I’m more than happy to pay your
costs and buy your business for up to $10,000. I get the better end of
the deal. However, at least this guarantees you profit no. matter. what.
If you don’t want to sell us your business then I’ll personally help you
reach $25,000 in revenue within 90 days. How? I will work with you
one-to-one to make your business successful. Now what if By some
small miracle with all my help you still don’t reach $25,000 in 90 days...
Then I just hand you over an established Amazon business...”
[Link]
[Link]
 CASE STUDY [Link]
[Link]

“When you sign up I know for a fact one of these three things will
happen... You will be profitable with your own business. You will get paid
up to $10,000 from us to buy your business. You will generate $25,000 in
revenue in 90 days or we hand you over an established Amazon
business.”
[Link]
[Link]
 [Link]
[Link]

KEEP IN MIND...
I was selling something that, at the time,
was $5,000

I have other better than money back

guarantees that only have a paragraph of
footnotes
 [Link]
[Link]

“This is not a gimmick. I’ve had to honor

guarantees like this before... And just so you
know, I’m prepared...”
[Link]
[Link]

“While I'm an optimist, I hope for the

best yet I prepare for the worst. I show
you this just to let you know that if I
need to I can and will buy up every
single one of your businesses. I also
show this to you to give you an idea of
the war chest you have backing you if I
have to personally take a responsibility
in your success. If it comes to this,
know that you have a full million dollars
behind you to see to your success.”
 ANATOMY OF A BETTER THAN [Link]
[Link]

MONEY BACK GUARANTEE

Set the stage "I'm so confident in your success"

Name of the guarantee e.g. the profit guarantee

Reason why so it doesn't sound too good to be true

Conditions to qualify for the guarantee

Believability that the guarantee is obtainable

Worst case scenario and why it is better than doing nothing

 A CALCULATED RISK [Link]
[Link]

12 people took our profit guarantee

It cost about $15,000 per person to fulfill ($180,000!)

It resulted in at least 170 additional sales ($850,000)

 IMPORTANT [Link]
[Link]

Don't construct a conditional guarantee that is impossible to obtain

Construct one that is feasible to obtain, but is unlikely to be met by

more than a small minority

And the cost to fulfill is outweighed easily by the net gain in

conversions having such a guarantee can produce
 THE DEPRESSING REALITY [Link]
[Link]

Some who buy never start. About 10% never even login more than once

Some start but give up early. Over half of customers never consume
more than 25% of the available materials.

Some consume but don't implement because of fear or because they're

only intellectually curious

Some implement but only half-heartedly. They try once or twice.

LOOK AT THE CONDITIONS
[Link]
[Link]
A SIMPLER CONDITIONAL GUARANTEE
[Link]
[Link]

In order to qualify for the double your money back guarantee you
need to create three new and unique products based on three
different modules in the course within 60 days of your purchase
and have them available to be purchased online for at least 30
days. You must do at least one test-purchase to ensure payment
processing and product delivery are working. These are products
a customer would be happy purchasing so they must adequately
cover enough details to make a customer reasonably happy. For
written products, there must be at least 2000 words of unique
content, edited, and properly formatted; for audio and video
products, run time from start to finish must be at least 2 hours and
the content should be well edited. The products must adhere to
the general step-by-step process as outlined in the module you
followed to create the product. In order to claim the double your
money back guarantee, you must meet all the above
requirements and contact us within 90 days of your purchase via
Support. Customers who choose the 4-payments option must
make all payments on-time or they will not qualify for this double
your money back guarantee.
REASON WHY
[Link]
[Link]

“I want you to try to take advantage of

me and get twice your money back
because then you’ll find out by creating
your products not only how easy it
actually is... but that you’ll make far
more money doing it than the extra
money you would make by claiming
your double your money back
guarantee.”
 NO GUARANTEE? [Link]
[Link]

Address it head on!

You just have to construct a reason why all sales are final and that
there is no guarantee

It’s also highly recommended that you make note of this on your
checkout page as well
[Link]
[Link]
 WITH GUARANTEES [Link]
[Link]

What you do when you offer a guarantee is remove the risk. The
more you can go about removing the risk, the more likely someone
is to say yes to your offer

Manipulating the guarantee is one of the easiest ways to improve

your conversion rates!
[Link]
[Link]
 OBJECTIONS
[Link]
[Link]

Two types
• Universal
• Product specific
UNIVERSAL OBJECTIONS
[Link]
[Link]

Money Fear

Time Conflict

Belief Confusion

Ability Timing

Trust Bias
MONEY OBJECTION TECHNIQUES [Link]
[Link]

Buyers are liars you can't afford it? If you could afford it no problem, would
you get it then?

Three options spend no money, spend money on something else, or spend

money on this...

Resources vs. Resourcefulness it's not how much money you have, it's
what opportunities are available to you

Cost or investment? If it could give you 10x back in short order, did it really
cost you anything... and what's the cost of inaction?

It's not about the money it's about what it can do for you...
 PHRASES TO CONSIDER [Link]
[Link]

Of course this requires a serious investment, it's a serious solution...

We didn't ask how cheap we could make it, we figured out how to give you
the best solution for the greatest deal...

If it was easy to get it wouldn't be worth much...

The investment is the best part...

LANGUAGE MATTERS [Link]
[Link]

Bad Good

affordable, bargain,
cheap
"just", low

cost investment

buy, pay sign up, get started, enroll

"One thousand, nine hundred

"nineteen ninety five"
ninety five dollars"

payments installments

if when
 TIME OBJECTIONS [Link]
[Link]

Money can be replaced but time can't. It's what you do with the time you
have that matters...

This won't take time it will give you time (the priority list close)

If this required a lot of time then we wouldn't have all these success
stories...

You've already invested time by being here today...

When I have more time then I'll do it thinking will devastate you...
PRODUCT SPECIFIC OBJECTIONS [Link]
[Link]

Location

Window of opportunity

Alternatives

"I tried this before"

Stuck on the details

Too much to consider

What if everyone does it?

PRODUCT SPECIFIC OBJECTIONS [Link]
[Link]

Here's where you find them...

• In the webinar chat
• Support
• Social media
• Prelaunch
• Amazon book reviews
• Observation (not what they say, how they act!)
 OBJECTION TECHNIQUE [Link]
[Link]

Validate it. It’s true there are more opportunities out there than ever before…

Reframe it. Isn’t it also true that we all have the same 24 hours in a day and the
same 7 days in a week? It’s not so much how much time you have, it’s what you
do with the time you have.

Shatter it. In your mind make a list of all the different stuff you do in your business
on a day to day basis. Now be honest with yourself, there is something you’re
doing right now that doesn’t serve you…

Re-engage. My point: time is what you make it and you and I know this is going to
be time well spent when you sign up at…
[Link]
[Link]

OBJECTIONS
There are never more than a handful
of real objections related to any
product (usually 5-7)

What are the strongest objections

you'll likely face and how will you
destroy them?
 SCARCITY
[Link]
[Link]

Four types of scarcity

1. Price goes up. If you act fast enough, it’s X… however if you wait,
then it’s Y.
2. Bonus(es) go away. Either by a certain date or quantity
redeemed.
3. Opportunity goes away. You can no longer get it at any price
after a certain time or quantity is sold.
4. Combination. Price goes up, bonuses go away, and soon the
whole offer goes offline.
 IN ADDITION [Link]
[Link]

All scarcity must have a reason why:

• To encourage action. “This positive character trait…"
• Otherwise it ain’t special. “If everyone can get it at any time..."
• It’s out of my hands. “I was able to negotiate limited rights to
this..."
• To maintain integrity. “to focus our efforts deeply..."
• To get you to buy. “I know if I put a deadline on it, you’ll give it the
attention it deserves..."
 MAKE IT BELIEVABLE [Link]
[Link]

Show what will happen when you sell out. If the page is already
created, then you must be serious!

Don't ever lie. It will cost you more in future sales. You can get creative
though with the truth ;)

Be somewhat reasonable. No you're not only selling 40 of these things

for $500 apiece when it took you 6 years to create and it's all digital

Visuals are stronger than fanciful language

 IMPLICIT SCARCITY [Link]
[Link]

These are some words and phrases you should master

• limited • restricted access

• before it's gone • vanish
• *POOF* • go away
• for the short time • disappear
• while it lasts • cart close
• first mover advantage • rare
• miss out • in short supply
[Link]
[Link]

SCARCITY
Determine all the different types and
ways you can use scarcity

Give one or more reasons why for

the scarcity

Make it as believable as possible!

1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
HOPE IN THEIR MIND REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT
STEPS WITHIN STEP OR OBJECTIONS
CRITERIA TO CONSIDER DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 [Link]
[Link]

Session #4

DEFINED OUTCOME
& STEP BY STEP
 2 CONTENT [Link]
[Link]

DEFINED OUTCOME
WHAT'S THE ONE THING THEY
WILL NOW BE ABLE TO DO?

STEP BY STEP
A CLEARLY DEFINED OUTCOME
FIRST DO THIS, THEN THAT,
THEN THIS...

CONTEXT Fuzzy targets don't get hit

WHY WHAT YOU'RE ABOUT TO
SHOW THEM IS IMPORTANT

VISION How can you expect your audience to know

GET THEM TO TAKE ACTION
IN THEIR MIND what to aim for if you yourself haven't first
STRATEGY clearly defined it
STEPS WITHIN STEP OR
CRITERIA TO CONSIDER

COMMITMENT Once you define it, not only will it guide

GET THEM TO PROMISE
ACTION WILL BE TAKEN you, you should tell it to your audience!

45-60 MINUTES
A CLEARLY DEFINED OUTCOME [Link]
[Link]

Addresses the following...

• Who – What audience are you going to serve?
• Feeling – What are they going to feel as they implement what you
teach?
• Result - What outcome would your audience consider a success?
 [Link]
[Link]

From my Amazon webinar:

• Provide the easiest way for anyone, regardless of business
experience, to get started with their own private labeled physical
product business on Amazon and make more from it part time than
they do from their full-time job.
 WHEN IN DOUBT [Link]
[Link]

Build a result around instant gratification

The question to ask yourself:

• what’s something I can show them that they could immediately do
and see a result on in the very near future?

BONUS POINTS IF IT SETS UP DESIRE FOR YOUR OFFER!

[Link]
[Link]
 STEP BY STEP [Link]
[Link]

Everything can be turned into a step by step process.

When I do my amazon webinar, this is my step by step:

1. How to select the best products to private label and sell on Amazon.
2. The most efficient way to source those products to get the best
price, quality and quickest lead time.
3. How to creat your Amazon listing for your products to make the
most impact as soon as your product is live.
4. How to launch your new product so it immediately shows up in lots
of places customers are looking to buy that type of product on
Amazon.
 STEP BY [Link]
[Link]

When it comes to create a step by step process follow this rule: no

less than 3 steps, no more than 5.

If you have too few steps, it means you’ve probably combined two or
more steps together.

If you have too many steps, either your defined outcome is overly
ambitious or your steps are too granular
STEP BY STEP
[Link]
[Link]

The best part about coming up

with a step by step process is
you can show your audience.

The benefit of showing it like this

is it makes the audience more
confident to act. It’s only 4
measly steps.
[Link]
[Link]
 [Link]
[Link]

Session #5

CONTEXT & VISION

 2 CONTENT [Link]
[Link]

DEFINED OUTCOME
CONTEXT
WHAT'S THE ONE THING THEY
WILL NOW BE ABLE TO DO?
Let's say you want to make money - lots of
STEP BY STEP
FIRST DO THIS, THEN THAT, it!
THEN THIS...

CONTEXT
WHY WHAT YOU'RE ABOUT TO
SHOW THEM IS IMPORTANT
I can show you a simple strategy... it's
VISION
called bank robbing!
GET THEM TO TAKE ACTION
IN THEIR MIND

STRATEGY Oh you want to make money in a legal,

STEPS WITHIN STEP OR
CRITERIA TO CONSIDER ethical, safe and value-based way?
COMMITMENT
GET THEM TO PROMISE
ACTION WILL BE TAKEN Ah, context matters!

45-60 MINUTES
 [Link]
[Link]

Before you show someone how to do something, you have to set the
stage for why it’s important and what’s involved

Think of it as laying the ground rules to put the proper technique into
the proper perspective.
 [Link]
[Link]

Context has two parts

• why is this step crucial to your success?
• what are the key elements involved?
EXAMPLE
[Link]
[Link]

For Step 1, Product Selection, on

the Amazon webinar
• why is this step crucial to your
success?
EXAMPLE
[Link]
[Link]

For Step 1, Product Selection, on

the Amazon webinar
• what are the key elements
involved?
 CONTEXT [Link]
[Link]

Ideally, you also, within the context, increase desire to implement

• “The more demand, the easier it is to sell in spite of yourself.”
• “The less competition, the quicker you can make profits”
 BUY IN LEADS TO BUYING [Link]
[Link]

The more they buy in with excitement on doing what you’re showing
them at each step, the more likely they will buy at the end of the
webinar

With context, you're setting the stage for when you do share your
strategy, it lands with the biggest impact
[Link]
[Link]

CONTEXT
Sketch out context for each step
you have in your webinar
 VISION
[Link]
[Link]

I think Wayne Dyer put it best when he flipped the saying “I’ll believe
it when I see it!” to “I’ll see it when I believe it.”

The reality is when you see it – truly see it in your mind – then it
becomes more likely you’ll act upon it.
EXAMPLE FOR PRODUCT SELECTION STEP [Link]
[Link]

Picture this. Any time you wish to find a new product, a new profit center... you fire up the Amazon app, punch
a few characters in and your off. I like to do this between innings at my oldest daughter Abbie’s softball
games. Between bottom of the second and top of the third, you got one, two, three, probably four or more
outstanding product ideas.

Now you know that they all won’t be home runs. But that’s okay because found money is free money. One of
those products will, without any TLC, probably be a 4 figure ‘eh’ product. Neat, when you know the coach at
his day job doesn’t even make 4 figures a week from a 40+ hour job while this one product, which you list
and practically forget about does that on autopilot. Two other products you find, they’re respectable. Not quite
mai tai’s on the beach for the rest of your life income, but enough each to push you over that sacred 6 figure
a year threshold.

Sounds great until that fourth product hits – and that one dwarves the other three combined. Now here is the
secret, it usually takes 4 products to get that one winner. For some, it’s the first. Others the second or third.
Yet, when you do get ‘the one’, your life is never the same again.

And if there is a money trail on the ground, I pick up the $10s, $20s, and $50s alongside the $100 bills if it’s
right in front me. That is what life will be like for you once get the ins and outs of our particular approach for
selecting products to sell on Amazon.
 VISION
[Link]
[Link]

Techniques for communicating vision

• Slice of life (see the previous example.)
• Micro-story (what it did for you in a way they can relate to...)
• Customer story (what it did for a customer)
• Future pacing (what is life like now that this isn't a problem?)
[Link]
[Link]

VISION
Sketch out vision for each step
you have in your webinar
 [Link]
[Link]

Session #6

STRATEGY &
COMMITMENT
 2 CONTENT [Link]
[Link]

DEFINED OUTCOME
STRATEGY
WHAT'S THE ONE THING THEY
WILL NOW BE ABLE TO DO?

STEP BY STEP
FIRST DO THIS, THEN THAT,
THEN THIS...

CONTEXT Two ways to teach the "how to" of the

WHY WHAT YOU'RE ABOUT TO
SHOW THEM IS IMPORTANT
strategy
VISION
GET THEM TO TAKE ACTION
IN THEIR MIND • Steps within steps
STRATEGY • Criteria
STEPS WITHIN STEP OR
CRITERIA TO CONSIDER

COMMITMENT
GET THEM TO PROMISE
ACTION WILL BE TAKEN

45-60 MINUTES
 STEPS WITHIN STEPS
[Link]
[Link]

Genius Webinars
1. Introduction
2. Content
1. 60 Second Recap
3. Transition 2. Yes Momentum
4. Conclusion 3. Two Choices
 CRITERIA
[Link]
[Link]

Genius Webinars • Authority

• Commitment
1. Introduction • Objections
• Hope
2. Content
• Mystery
3. Transition
4. Conclusion
 STRATEGY [Link]
[Link]

Your goal is to spend about 5-10 minutes per step on the "how" of
each step

Make it as easy as possible for your audience to wrap their heads

around and get them to feel confident and excited about doing it

If ever there was a time to show and not just tell, here it is!
STRATEGY
[Link]
[Link]

It's important to use your strategy

to indirectly (or directly) create
demand for your offer at the end

Use proof to validate that the

strategy works (it also helps you
sell at the end!)
[Link]
[Link]

STRATEGY
For each step, decide if you're
going to do steps within steps or
criteria
 COMMITMENT [Link]
[Link]

If nothing else, get good with micro commitments

• A micro commitment is designed to get a yes from your audience.
• I like to get 150 yeses before I ever ask for the order.
 EXAMPLES [Link]
[Link]

Getting more yeses before you ask for a yes decision related to your
offer would go along ways, wouldn’t it?

And isn’t it simple, if you think about it, to get these micro-
commitments?

When you get these commitments, doesn't it make sense to do it in

the most natural way possible?
 COMPARE [Link]
[Link]

Is it starting to become clear to you? Vs. it’s becoming clear to you,

isn’t it?

Does that make sense? Vs. doesn’t that make sense?

Does that ring true with you? Vs. that rings true with you, doesn’t it?

Is it beginning to fall in place? Vs. it’s beginning to fall in place, isn’t

it?
 EXAMPLES [Link]
[Link]

Besides doesn't, wasn't, isn't, wouldn't, couldn't, won't, don't...

There is also...
• Right?
• Make sense?
• Agree?
• Correct?
• Deal?
• Understood?
• Got it?
 MACRO COMMITMENTS [Link]
[Link]

After you're done presenting strategy for a step, it's time to

punctuate it with a commitment for action from your audience...

The more and deeper you get them to commit to action, the easier it
will be for them to buy at the end...
 EXAMPLES [Link]
[Link]

“If we stopped the webinar right now, would you feel you’ve already
gotten your money’s worth?” pause for answer. “Excellent. And
here’s the thing. We’re just getting started.”
 EXAMPLES [Link]
[Link]

“Do you think that doing this instead of what you’re currently doing
is likely to yield a better result? Are you willing to promise me that
you’ll do this instead the next time the situation comes up? Swear?
Pinky promise?”
 EXAMPLES [Link]
[Link]

“Now you have one of three choices. You can choose to do things the old
way, the natural way but the limiting way none the less. I call this the
maintaining the status quo. Your second choice is to do nothing. Not sure
how that’s going to help you but it is a choice. Your third option – you can
actually use what I showed you. Not think about it, not just say ‘yeah that
sounds like a good idea’ but actually take this thing out in the real world
and make it show up when it counts. Which of these three options can you
see yourself doing?”
 MACRO COMMITMENTS [Link]
[Link]

Get your audience to forge a new identity tied to new actions to get
different results then they have been getting in the past.
 MACRO CONSTRUCTION [Link]
[Link]

If nothing else, use this formula

• Broad question "doesn't this change things?"
• Specific question "and what can you now do that previously you
couldn't, as a result of learning this?"
• Big commitment "how are you going to make it show up in your
life? Are you willing to put the work in to make it happen?"
 [Link]
[Link]

“You can see how this could save you a lot of time and money,
right?” yes.

“And saving you a bunch of time and money, that would make a
huge impact on your life, wouldn’t it?” yes.

“So what I just showed you, which we agreed is valuable both in the
time and the money department... are you going to waste it or are
you actually going to commit to me, yourself and the whole world to
use it?”
 ANOTHER EXAMPLE [Link]
[Link]

“Wouldn’t it have been nice to know this 20 years ago instead of just
now?” yes.

“And doesn’t it suck that most people will go their whole life
blissfully unaware of this?” yes.

“Yet even if you knew this 20 years ago and choose to ignore it,
you’d actually be worse off today than if you didn’t know it because
then you willingly played a role in your own downfall. What would
you need to do to make sure this doesn’t happen...”
 IMPORTANT [Link]
[Link]

Don't be annoying with your commitments

• "who here wants more" money? Blah.
• Instead "wouldn't it be nice if there was more money showing up in
your life more often?"
• Or “I’m going to make an assumption that you want to get
unreasonably wealthy in an unreasonable amount of time. Is my
assumption correct?”
 RECOMMENDATION [Link]
[Link]

get your webinar transcribed and go through it with a fine tooth

comb to see where you are asking for commitments and how you’ re
going about it. I bet you’ll be shocked about how little commitment
elicitation you’re performing, which is scary because commitments
are so fundamental to all selling, not just webinars.
[Link]
[Link]

COMMITMENT
Pick at least one step in your
webinar, and determine which
macro commitment you will use
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
IN THEIR MIND
HOPE REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT STEPS WITHIN STEP OR
CRITERIA TO CONSIDER
OBJECTIONS
DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 [Link]
[Link]

Session #7

TRANSITION
 3 TRANSITION [Link]
[Link]

TRANSITION
60 SECOND RECAP Selling in general is uncomfortable because it’s
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER
confrontational

YES MOMENTUM The transition will become your best friend

6 YES QUESTIONS TO ASK
YOUR AUDIENCE because it serves you more at first than it does
your customer
TWO CHOICES
DO IT ON YOUR OWN OR
DO IT TOGETHER? It puts you in a frame of mind to realize that what
you’re doing isn’t evil but actually one of the
most blessed activities you could perform!

3-5 MINUTES
 TRANSITION FORMULA [Link]
[Link]

1. 60 second recap. The intent is to summarize with flair all the content
you’ve shared this far in short order.

2. Half a dozen yeses. 6 questions to get your audience to agree with

you on benefits they can now obtain and pains they can now get rid of
based on what you’ve covered on the webinar thus far.

3. Two choices. Do it alone or do it together.

60 SECOND RECAP
[Link]
[Link]
FOR GENIUS WEBINARS, SET TO SLIDES... [Link]
[Link]

“In our brief time together today I’ve given you the exact formula I’ve spent years perfecting
to the tune of 9 figures – you now immediately possess it and with it, all the power it holds.
You now know how to, in the first 5 minutes, get more people wanting to buy from you than
most webinars get for the whole entire webinar. You now know certain webinar “magic
tricks” that can practically manifest conversion and profit almost out of thin air. I’ve given
you a process for sharing your content in a way that creates commitment in your audience
which makes it harder for them to say no to your offer at the end then just simply saying
yes. I’ve given you the approach that not only makes the sale today of the product, but sells
the audience on you so they are more likely to buy from you in the future, buy more often
with less resistance and buy at higher prices. You now have the 5 part pitch formula that
takes the hardest part of the webinar and makes it paint by numbers for automatically
positioning your offer in the best light possible, so the most amount of people can
understand the true value of what you offer, and as a result you’ll be able to make more
sales moving forward than you’ve ever made in your life. I’ve given you the confidence to
transition for educating to selling, even if you hate selling. I’ve sprinkled in tactics, tricks and
near effortless things you can immediately use that, simple as they are to implement can
have a profound impact on your results and your bank account. All this and much, much,
more in the limited time we had to interact together today...”
 THE PURPOSE [Link]
[Link]

You put the focus on benefits, outcomes and results

You deliver with enthusiasm and energy to heighten their emotional

state

You have just given them the full content experience again for the
second time in one powerful shot!
 HALF DOZEN YESES [Link]
[Link]

The purpose is two fold:

• to get your audience to agree with you of benefits they can now
obtain and pains they can now get rid of based on what you’ve
covered on the webinar thus far
• to get them comfortable with saying yes right before you make your
offer
 EXAMPLES [Link]
[Link]

Do you feel more comfortable harnessing the power of webinars in your business?

Were you happy you came to the webinar today?

Do you realize the advantage you have in the market by using these cutting-edge
webinar techniques?

Can you see yourself using what I showed you today to help you grow in your
business and your ability to do webinars?

Even if you use just a tiny fraction of what I showed you, would you say our time
was well-spent today?

Would you like to spend even more time together going even deeper and further on
how to make webinars show up in your business with impact?
 TWO CHOICES [Link]
[Link]

“Now here’s what I know about you. Even if we had 4 hours together instead of just 45
minutes, it’s going to be hard, almost impossible to create lasting change, to give you
the full extent and benefit of all that I could give you. No matter how good anyone is, and
I’ m better than most, one measly webinar isn’t really going to go about creating the
change in your life that you want and deserve. You need more than that. While what I’ve
given you today was incredibly value, as you have told me, it’s frankly the tip of the
iceberg. And if you like what I’ve shared with you so far, you’ll love what I’ve got for you
next if you said to yourself that you want to go even further than our brief encounter
today. You see, before doing this webinar today I was faced with one of two choices. The
first choice is I could share what I’ve shared thus far, part ways with you and then hope
that on, your own you can make a go of it and second. Or my second option – I could
take a more active role and responsibility for your success, to create a situation where
our relationship could evolve form a more one and done type of deal to an ongoing,
growing and mutually rewarding relationship. I choose the second option and when you
see what I have in store for you, you’ll be glad that I did. It is with great pleasure to
introduce to you...”
 THE PURPOSE [Link]
[Link]

First, we acknowledge reality – big change usually comes from repeated exposure
over a period of time longer than just once. This is logical and applicable to pretty much
anything you’re going to pitch, which is why I use it frequently in the last section of my
transition.

Second, “...you need more than that.” I’m now positioning what I’m about to sell as
something of great benefit to them.

Third, “And if you like what I’ve shared with you so far, you’ll love what I’ve got for
you next...” This is called linking. I’m connecting a statement of truth with one that has
yet to be proven.

Fourth, “I choose the second option and when you see what I have in store for you,
you’ll be glad that I did...” Positioning what you’re about to sell to them as a favor, a
good thing...
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
IN THEIR MIND
HOPE REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT STEPS WITHIN STEP OR
CRITERIA TO CONSIDER
OBJECTIONS
DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 [Link]
[Link]

Session #8

AUTHORITY
1 INTRODUCTION [Link]
[Link]

AUTHORITY
AUTHORITY
RESULTS, POSITIONING,
CELEBRITY, TESTIMONIALS People trust doctors even though doctors have
COMMITMENT
been reported as the third leading cause of death
BECAUSE "BUY IN" LEADS in the United States.
TO BUYING

OBJECTIONS
WHAT PREVENTS THEM FROM You know whom they trust more than doctors?
SAYING YES TO YOUR OFFER?
Celebrities. Jennie McCarthy did more for the
HOPE anti-vaccination movement than any doctor ever
THE FUTURE WILL BE MUCH
BETTER THAN THE PRESENT did.
INTRIGUE
BECAUSE CURIOSITY LEADS
TO ENGAGEMENT You know whom they trust more than celebrities?
Doctor celebrities. Just ask Dr. Oz.
5-15 MINUTES
 4 ELEMENTS OF AUTHORITY [Link]
[Link]

1. Results – what have you been able to accomplish yourself personally

that is remarkable and out of the ordinary?

2. Positioning – what could you show that would be impressive and set
you apart from others they may compare you to?

3. Celebrity – do certain people in your field or in general think you’re a

big deal? Can you prove it?

4. Testimonials – If you promise to help those on the webinar, who have

you helped with this same thing before the webinar.
1) RESULTS
[Link]
[Link]

Historical - your best ever results

related to the topic

Recent - something you can show

that happened not too long ago

Typical - just "average" for you but

something your audience would
love!
 PRESENTING RESULTS [Link]
[Link]

Proof as a slice of life. As much as possible, present it within the context

of what they'll learn (not about how cool you are)

Show in a meaningful way. Text messages. Skype conversations. Email

notifications. PayPal. Web pages.

Quantity as a quality. There can never be "too much" proof as long as it

isn't tedious, boring, long and hard to follow.
 2) [Link]
[Link]

Positioning is putting yourself and the information you will share in

relation to what you already know about the audience.
2) POSITIONING
[Link]
[Link]

Not only am I positioning myself

side by side Dan Sullivan, the #1
coach to entrepreneurs in the
world...

And also Peter Diamandis who in

2014 was named among Fortune’s
top 50 world’s greatest leaders...

I’m also positioning my worth

towards at objective $10,000 price
tag.
 2) [Link]
[Link]

What's something your audience knows and is awed by that they can
link to?

Are there price tags that go along with it that you can use to
establish a high level of value?

What superficialities in the market place can you exploit?

 ALSO
[Link]
[Link]

Consider positioning yourself to also be relatable to your audience

The best way of doing that is to show how you came from where
they are now coming from.
 [Link]
[Link]

EXAMPLE
 3) CELEBRITY
[Link]
[Link]

Three types

GLOBAL LOCAL MANUFACTURED

3) CELEBRITY
[Link]
[Link]

As cheesy as it is, you should use take

every chance you can to get a shot of
celebrity

I don’t care if that celebrity has nothing

to do with your topic – people are
impressed by people who meet
celebrities.

You’re getting authority by proxy

UTILIZING CELEBRITY
[Link]
[Link]

As a teaching point one thing I learned from

directly interacting with Shaquille O'neal

As a super power my persuasion powers get me

in rooms with people like the #1 best selling
expert on persuasion in the world, Robert Cialdini

To provide context Bob Proctor says "..." while I

get to show a picture of me with Bob Proctor
 4) TESTIMONIALS [Link]
[Link]

This is probably the weakest area of most people’s webinars.

Which is a travesty because testimonials are one of the most

powerful resources you can use to make a sale.

Yet how do most webinar presenters use testimonials? Almost as an

afterthought
THE RULE
[Link]
[Link]

5 testimonials in the first 5 minutes

• how I knew it worked well...
• the power of this...
• why I do it...
• what's possible...
 TESTIMONIAL TYPES [Link]
[Link]

Character testimonial – someone who talks about how good you are as a
person and at what you do. Ideally this person is a celebrity or someone of clout
and influence.

Big results testimonial – someone with an exceptional, specific, tangible

outcome. Like John Carter doing 7 figures.

Initial results testimonial – someone who, as a result of seeing a webinar like

the one you’re doing, got some sort of immediate result, even if it’s a modest
one.

Inspirational testimonial – someone whose life was so dramatically impacted

as a result from learning from you that it transcended just the benefits related to
the topic at hand.
MAKE IT STAND OUT
[Link]
[Link]
 OTHER BEST PRACTICES [Link]
[Link]

Capture it in the wild. A Facebook post is better than the text version of it
on slides.

Present it dramatically. Don't read it word for word, or make it hard for
the user to "skim" it.

Re-use your best testimonials. They can show up in more than one
place on your webinar.

Use a variety. Big results. small results. medium results. Black, white,
man, woman, old, young.
[Link]
[Link]
 [Link]
[Link]

Session #9

COMMITMENT, HOPE
OBJECTIONS & INTRIGUE
1 INTRODUCTION [Link]
[Link]

COMMITMENT
AUTHORITY
RESULTS, POSITIONING,
CELEBRITY, TESTIMONIALS

COMMITMENT Most attendees listen passively; we want active

BECAUSE "BUY IN" LEADS
TO BUYING listening
OBJECTIONS
WHAT PREVENTS THEM FROM
SAYING YES TO YOUR OFFER? The more favorable pictures and movies you can
HOPE get them to create in their mind in relation to your
THE FUTURE WILL BE MUCH presentation...
BETTER THAN THE PRESENT

INTRIGUE
BECAUSE CURIOSITY LEADS The more you sale. Plain and simple!
TO ENGAGEMENT

5-15 MINUTES
 COMMITMENT
[Link]
[Link]

It’s one thing to say

• “My goal here today is to show you how to create webinars that
make you more money in your life than you could ever hope to
spend...”

What if I add this...

• “... and if I make you a bunch more money, can I get you to promise
you’ll spend just a little of that with me and my company in the
future?”

And this...
• “Let me know if that’s okay with you by typing yes into the chat box.”
 COMMITMENT [Link]
[Link]

In the first five minutes you have to get them, in writing, to tell you
that they will commit to something major.

Not only does this foreshadow a relationship where you tell them to
do something and they do it...

But also hopefully the thing you ask is in alignment with your offer at
the end.
 EXAMPLE [Link]
[Link]

“My agenda today is, in our small amount of time together, is to give you little effort strategies that
provide big impact in your business and life. My aim is to create confidence where there once was
uncertainty. To shatter confusion and replace it with clarity. To give, share and show exactly what
to do, when to do it and how to do it. My goal is to unlock within you the true potential I know you
have inside so you can make your unique and wonderful dent in the universe. Oh, if we can’t do
all of that, at least there is one thing I know I can do for you today – and that’s to make you
money. Lots of it. Yet, this is a two way street. I am going to give you my a-level best for our brief
time we are together today because I have faith that you will actually use what I share with you.
Nothing pains me more, nothing hurts me deeper than someone encountering a life changing
idea, and letting it go to waste. So I’m going to give you my best, but in return I ask you for your
best. I ask you right now, as we go through this, to see yourself doing what I show you. To make it
yours, to see the future show up right now in the present because as a friend and mentor, Bob
Proctor told me ‘thoughts become things. If you see it in your mind, you will hold it in your hand’.
And I want you to think about what I show you today and if you do that, you will hold it in your
hand. Lots and lots and lots of it. Is it okay for us to move forward with this agreement in place?
Don't just nod your head or say it to yourself. This is serious stuff. Prove it to me with the simplest
yet most powerful of gestures – a yes in the chat box right now.”
COMMITMENTS CREATE IDENTITIES [Link]
[Link]

The stronger the identity, the more congruence there will be with
actions in line with that identity.

If you’re someone who agrees with me you’re going to give it your

best, then I set up a situation where not investing with me is not
giving me your best,

That incongruence is going to cause you pain. The compliance, on

the other hand, will bring you pleasure.
 IMPOVERISHED IDENTITY [Link]
[Link]

Almost all people on your webinar have what I refer to as an

impoverished identity.

If things were going good for them it’s unlikely they’d even be on the
webinar in the first place.

We have to go to war against that impoverished identity to destroy it,

and put a stronger identify in its place in relation to the subject.
 MEGA COMMITMENT [Link]
[Link]

That thing, in one sentence, that gets them to make a promise to you
that, during the webinar, they will do something which
• creates pictures and movies in their mind that make them more
favorable to your offer
• see themselves taking action on what you’re showing them.

If you don’t want to be creative, just take my previous example above

and modify it then run with it.
[Link]
[Link]
 OBJECTIONS IN ADVANCE [Link]
[Link]

Objections are so devastating towards sales that we don’t “handle”

them. You handle fine china.

We take objections and we devastate their entire existence.

I don’t just dislike objections... they disgust me.

 OBJECTIONS [Link]
[Link]

We apply different pressure on the objections in the introduction

Think of it as first weakening the foundation of the objection before

we bring in the demolition crew.
EXAMPLE
[Link]
[Link]

“Getting first generation rich in short order is hard.

Here are the obstacles that cause people to
stumble on the path of success. The first is money.
A lot of people think that it takes money to make
money and if that were true I’d still be painting
houses for $12 an hour instead of standing before
you right now as a multimillionaire. Capital can help
serve you but the beauty of this business is, as
you’ll find out... it doesn’t take much to start. And
even if you’re in the worst financial situation you
can imagine right now, like Raul ( here I pop up the
proof shot of Raul’s $24,000 earnings)... if you want
to get wealthy with this, you can. Even if you don’t
have the resources because I’ll show why it’s more
important to be resourceful. So if you think your
current financial situation puts you in a position that
prevents moving forward with this today I urge you
to think again.”
UNIVERSAL INTRO OBJECTIONS [Link]
[Link]

Belief – You’ve tried to solve this problem before and you couldn’t. You’ve failed every time previous to do
this. Why should this time be different?

Ability – Could you even learn this given all the time and resources in the world? Some skills are harder to
pick up than others, or are biased easier/harder for some people.

Trust – Does it sound too good to be true? Why should they have any faith that you’re here to help them
beyond just getting them to spend money?

Fear – Usually the fear of change, the fear of failure, the fear of the unknown or a combination of all of those
things.

Conflict – They want to get out of a situation they’re currently in, but don’t see how they can do so without
betraying the essence of who they are. How can you give them an out and/or show this isn’t a valid concern?

Confusion – Where do I start, how do I finish, can I do it if [insert supposed unique situation here].

Timing – Is now the right time for them? Did they miss the boat? Is it too early for them?
 OBJECTION REFRAMING [Link]
[Link]

Acknowledge and soften: “You may be wondering if you can or can’t do

what I’m going to share with you today.”

Validate & Reframe. That is a valid concern because what you really
want to know is this... will this time be different? Will you finally get the
solution you’ve been looking for all this time?”

Present a target. “I believe you can, and as we go through the

presentation today, I’m going to show you how this unique approach
seems to work for all different people from all different backgrounds each
and every one with their own unique set of challenges they bring to the
table. So, look for that and it should help you see that you, in fact, can do
this”.
[Link]
[Link]
ADVANCED OBJECTION REFRAMING [Link]
[Link]

Agree with their objection. This only works in certain markets...

Define what you’re agreeing to. Markets that have problems who have
already demonstrated the ability to pay for a solution.

Prove it to be true. If you’re selling something worthwhile that helps

someone, there is a high degree of certainty that this will work for you

Provide a target. “Put that aside for now though and let this wash over you,
and then at the end you’ll know more if this will be the perfect thing for you
to use with our customers and your products. Now having done this before
a few thousands times, I can tell you the odds are largely in your favor.
 HOPE
[Link]
[Link]

There are two and only two dominate motivators inside of each and
every human being – pleasure and pain.

We want to reduce pain and increase pleasure.

Mostly, we deal with the pain during the sale

 COMPARE [Link]
[Link]

Wanting a whiter brighter smile...

To having a crippling tooth ache

Who is more likely to take action and seek out and spend money for
their respective solutions?
 PAIN GENERALIZED [Link]
[Link]

People in pain have trouble seeing anything other than more pain in
the future

You have to show them that the world truly is wonderful and the only
thing that gets in the way is the lack of the solution they are seeking
 HOPE
[Link]
[Link]

This is why we must foster the hope of bright, better future.

One such way is to remind them of their motivation!

 TIME MACHINE TECHNIQUE [Link]
[Link]

“Let’s say I had a time machine and let you take it for a spin. You hopped in, and I brought you
to the exact point where everything I am about to show you today you now have mastered.
You have the ability to help more people be better versions of themselves. The money they
exchange to get the value... well they’re practically robbing you blind because of how much of
a better deal they’re getting out of it. But who cares because you’ve created so much positive
change in this world you’re richer and wealthier than you’ve ever been, and you’re more
confident in your ability to create and growth wealth than ever before. What are you going to
do now that you have all this extra time on your hands cause you’ve quadrupled your income
while working half the hours? See, we got a major problem here if we don’t figure out what
wonderful things you can now do when you have all this extra money and all this extra free
time. You could golf more, true... but what are higher pursuits that you’ve always wanted to go
after yet in the past seemed just like wishful thinking? What are you feeling now? What are
people saying about you? I bet it’s good things. No let me take that back... I bet it’s great
things. I want you to be selfish with these thoughts, keep them to yourself and draw upon their
supernatural powers. I only bring them up to you today because if we’re not careful we may
mistake the means for the ends. The webinar is just the means but the end is who it makes
you as a person. Your journey to get there... well congratulations... it starts NOW.”
[Link]
[Link]
 MYSTERY & INTRIGUE [Link]
[Link]

How you reveal your insights is even more important than the
insights you reveal

Also people aren't forced to watch your webinars!

By creating that mystery and intrigue in the opener, you’ve

dramatically increased their chances of actively listening and
participating for the rest of the webinar
 THE FIRST, LAST TECHNIQUE [Link]
[Link]

When creating my webinar, if nothing else, in the introduction I’ll put

a slide that says “On this webinar... [fill this out later]”.

Then, after the full webinar is finished, or at least the first shippable
version, I’ll go back to that slide and start writing “blind bullets” to
tease the things I will reveal later in the webinar.

A blind bullet is where you promise them a benefit but you keep it
secret on how to get that benefit.
[Link]
[Link]
JUST READING (SOME OF) THE [Link]
[Link]

• A detailed breakdown of the webinar framework I used to go

generate over $100MM in sales over the last 8 year
• How to create more buyers in the introduction than most people do
during their webinar pitch!
• A webinar “magic trick” that helped us generate over $1,400,000 in
less than 75 minutes
• A “content” formula so powerful you will find it useful in all areas of
your business (not just for webinars)
• You’re most likely committing this mistake and it’s robbing you blind
• A pitch formula that is so fill-in-the-blanks yet sooooooo profitable!
 BONUS POINTS [Link]
[Link]

Show not tell they are seeing slides that will come later "out of order" in
the introduction

Foreshadow the offer some of the slides had content sections that had
product shots from the pitch section (inception!)

Niche to specific audience for Genius Webinars I talked about I Love

Marketing Podcast as an example
[Link]
[Link]
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
IN THEIR MIND
HOPE REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT STEPS WITHIN STEP OR
CRITERIA TO CONSIDER
OBJECTIONS
DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 [Link]
[Link]

Session #10

PUTTING IT ALL
TOGETHER
1 INTRODUCTION 2 CONTENT 3 TRANSITION
[Link]
[Link]
4 CLOSE

OFFER
DEFINED OUTCOME
AUTHORITY WHAT'S THE ONE THING THEY PRODUCT NAME, TAG LINE,
BENEFIT STATEMENT AND
RESULTS, POSITIONING, WILL NOW BE ABLE TO DO?
CELEBRITY, TESTIMONIALS HIGHLIGHT

STEP BY STEP 60 SECOND RECAP PRICE

COMMITMENT FIRST DO THIS, THEN THAT,
THEN THIS...
THE WHOLE CONTENT SECTION
SUMMARIZED IN SHORT ORDER LINK TO HIGH $$. DROP IT. DROP
BECAUSE "BUY IN" LEADS IT AGAIN. REVEAL, CALL TO
TO BUYING ACTION
CONTEXT
WHY WHAT YOU'RE ABOUT TO BONUSES
OBJECTIONS SHOW THEM IS IMPORTANT YES MOMENTUM HEADLINE. 3 BENEFITS.
WHAT PREVENTS THEM FROM 6 YES QUESTIONS TO ASK PROOF. FUTURE PACE.
SAYING YES TO YOUR OFFER? VISION YOUR AUDIENCE
GET THEM TO TAKE ACTION GUARANTEE
IN THEIR MIND
HOPE REVERSE THE RISK OR
TURN IT INTO A BENEFIT
THE FUTURE WILL BE MUCH STRATEGY TWO CHOICES
BETTER THAN THE PRESENT STEPS WITHIN STEP OR
CRITERIA TO CONSIDER
OBJECTIONS
DO IT ON YOUR OWN OR VALIDATE IT. REFRAME IT.
INTRIGUE DO IT TOGETHER? SHATTER IT. RE-ENGAGE.
COMMITMENT
BECAUSE CURIOSITY LEADS GET THEM TO PROMISE SCARCITY
TO ENGAGEMENT ACTION WILL BE TAKEN THE PENALTY FOR
WAITING TO SIGN UP

5-15 MINUTES 45-60 MINUTES 3-5 MINUTES 45+ MINUTES

DESIGN CONCEPT CREDIT: RICHARD ROSSI, THE NATIONAL LEADERSHIP ACADEMIES
 PUTTING IT TOGETHER [Link]
[Link]

Give me 8 hours to chop a tree down, I'll spend the first 6 sharpening
my axe... that's what we've done here

Now it's just a matter of taking all these pieces and putting them
together
 PUTTING IT TOGETHER [Link]
[Link]

If I start with the introduction, I will create a barebones version of it

just to have something there but not put too much effort into it.

The introduction is mostly derivative to the content section, anyway.

Unless I have some unique way to grab attention, to captivate, or to

set up the pitch in the introduction going into the scripting of the
webinar, I’ll just breeze through it without much thought or effort.
 PUTTING IT TOGETHER [Link]
[Link]

The content section is the easiest but it takes the longest to create.

If you’re not careful, you can wear yourself out on the content
portion and not have enough energy to put toward the other
sections, which is a shame.

The content is the least important section of all when it comes to

selling.
 PUTTING IT TOGETHER [Link]
[Link]

For the content section, I like to start with making the "roadmap"
slide, and then one slide for each step.

Then I add just the context to each step. If I had 4 steps, that means I
have 9 slides

Next, I create the vision for each step one slide per step.

Then I create the commitment for each step again for one slide.

Finally, in between the vision and commitment slides I'll build out the
strategy portion of each step
 PUTTING IT TOGETHER [Link]
[Link]

For strategy I err on the slide of "too much" instead of too little
content per step

This is because it's easier to subtract and merge stuff later than it is
to add to the presentation

I don't worry about design, or images, or breaking up the slides so

there not a wall of text - we'll take care of that on the second pass
 [Link]
[Link] 2nd pass

1st pass
 [Link]
[Link] 2nd pass

1st pass
 PUTTING IT TOGETHER [Link]
[Link]

Also, when I’m in my flow

writing out the content, I know
that something needs to go in
a certain spot in the
presentation, but I’m not sure
what it should be.

Instead of stopping to figure it

out, I just write it on a slide like
this:
 PUTTING IT TOGETHER [Link]
[Link]

Trimming slides
• For the content section, you’ll probably put too much in there your
first time through. That’s okay. Just let it flow.
• On your second pass through, be ruthless about what you get rid of
and what you can combine together
• You’ll usually cut out about 25% of the original content you put into
your presentation. Then, after you do the webinar live a few times,
you’ll probably cut out even more based on how it flows and how
your audience responds.
 PUTTING IT TOGETHER [Link]
[Link]

Feel free to overdo it when you’re originally scripting – don’t censor

yourself.

It’s so easy to get that clarity when you can see it on slides, to be
able to optimize it into its smoothest, most impactful version than if
you’re trying to go from an idea to perfection in one fell swoop.

Trim and optimize. Trim and optimize. Then, once you go live, know
you’ll trim and optimize even more once you interact the webinar
with the real world.
 PUTTING IT TOGETHER [Link]
[Link]

Assuming you start content first, then the next section I put some
serious effort into is the pitch.

I may stick some half hearted version of a transition in place or even

a slide that just says “put transition here” during my first go
through.
 FOR THE PITCH SECTION [Link]
[Link]

I script the pitch the same way as the content. I overdo the
information.

I don’t design and get fancy.

I write and sell. Write and sell.

I almost always follows the exact formula I laid out for you in the
pitch section
 IDEA MANAGEMENT [Link]
[Link]

During the pitch, and during

the content, if I get an idea for
something but not sure if or
where it fits but think it might
help me sell, I jot a quick note
in Evernote.

For example, here is my

Evernote note for the Genius
Webinar pitch:
FOR THE PITCH
[Link]
[Link]

On the second pass through, I'll duplicate the

master slides I used, and add a call to action
at the bottom of them...

Because once you start pitching, it should be

rare for them not to see the call to action URL
on a slide
 EXAMPLE
[Link]
[Link]

The last 53 slides of my Amazon Webinar

 URL BEST PRACTICES [Link]
[Link]

Make it simple to say, remember and type

Don’t have a URL like this: [Link]

CIRCLING BACK TO THE INTRO [Link]
[Link]

Now we can draw from the pitch and content section to punch up the
introduction

We can spot check to see "are we just telling or can we be showing

here?"
SMOOTHING OUT THE CONTENT [Link]
[Link]

What emotions are they likely to feel as you teach them something?
Adjust as needed.

Can we do more foreshadowing and setting up of the offer in the

content?
TIGHTENING UP THE TRANSITION [Link]
[Link]

How can we take our standard transition techniques and make them
more specifically related to the content and pitch?

Is there anyway we can spice it up further?

 IMPORTANT [Link]
[Link]

I will often need at least 3 solid passes through each section before I
feel comfortable with it

Even then, I will still fine-tune based on doing and delivering the
webinar in the real world (post mortem’s are critical!)
 CONCLUSION [Link]
[Link]

You don't have to do it linearly

You should do it in "waves"

Speed is the most important thing!

Always observe how the audience responds to give you the real
insights into what you should tweak and improve!
 [Link]
[Link]

Session #11

OPTIMIZATIONS
 [Link]
[Link]

LET'S TWEAK SOME

ANSWERS ;)
 [Link]
[Link]

JOE POLISH & JASON FLADLIEN