PRESUASION

SECRETS
By Jason Fladlien
https://www.youtube.com/watch?v=o-Kqb6Xvzow
 MY DEFINITION

PRESUASION
Setting up, in advance, a situation where the majority of the audience will be most favorably disposed to
say yes to you when you present your offer to them
 Presuasion Advantages
Purposeful Consumption
Which can lead to a more favorable result and
outcome for your customer.

Higher Conversion
Door Opener Nobody goes into a sales situation
You can go both wider and deeper in with a “blank slate”. Use bias to your
the market. advantage.

Competitive Advantage Cover More Ground

This is how we get around the “gnat
Harder for your competition to “get”, much attention span” society we live in.
less duplicate.
THE STEP BY STEP

01 02 03 04

OUTCOME EMOTION DISPOSITION INDUCE

Determine the most likely, What will you magnify and How will you have them Put your plan into action so
viable audience responses so what will you minify in your show up ready to say yes to your audience can purposely
you can influence those quest to influence? the thing you know they consume your content.
outcomes. need.
STEP 1
OUTCOMES
HARD YES
Who in the audience is most likely
to say yes with the least amount of
effort, evidence and enticement?
SOFT NO
Who is looking for an excuse to say
no… and how will you deny them
that option?
SOFT YES
Who are likely to say yes only
under certain circumstances. Is it
possible you can set up those
situations?
HARD NO
Who is okay to give the finger to,
turn your back on and laugh all the
way to the bank?
 Buyer Predisposition Theory

MAYBE
80% Yes By Default
10%

No By Default
10%
 Step 1: Outcomes

Turning Maybes Into Yeses

Timing Belief
01 How can you make timing a secondary
concern or even a benefit?
04 How can you show that you are more qualified
to make their decisions than they are?

Money Fall Forward

02 How can you make it worth them going out
of their way to come up with the investment?
05 How can you attempt to get a yes without
losing your maybe?

Purpose Anticipate
03 How can you create a big enough why so it’s
worth it for them to learn the what and do
06 Realize that yeses come in layers and the
better you are prepared for it, the easier it is
the how to elicit it.
 CASE STUDY
SOLD $3,000 PRODUCT FROM STAGE
WITH A FLIP CHART WITHOUT EVER EVEN
MENTIONING THE NAME OF IT!

TIMING
01
Live seminar about selling on Amazon
right after PRIME DAY.

MONEY

02 Set up several situations in the previous

presentations related to prosperity and
and how and wealth all surround us.
 MARK 03 PRESENTATION

03 PURPOSE
Explain my purpose and ask the audience
to ponder why they are there. Later in my
pitch I’ll tie it back to purpose.

BELIEF
Interrupting Ezra from stage and saying
“What are you doing selling at my event?
04
No, I get to sell this…” This implies
selling = a great thing

05 FALL FORWARD
We were launching after the live event a
month later, and I knew a lot of people
who wouldn’t buy at the event would later.

10
 MARK 03 PRESENTATION

06
ANTICIPATE
“Jason I don’t have any money.” Oh
yeah, how did you manage to pay
for you hotel room then?

$300,000+ in sales in 90 minutes

ACTION TIME!
Where are the 3 to 5 key areas you
think people are most likely going
to get hung up on maybes?
Product eClass
• What about traffic?
• What about conversion?
• Who would buy from me?
• How much effort?
Come up with one statement for
each of the 6 factors of influence
for turning maybes into yeses.
• Timing: more people than ever are
buying info products. It’s legit.
• Money: if you don’t make twice your
money back, I’ll give it to you.
• Purpose: you get paid to help solve
people’s problems!
• Belief: I’ve devoted most of my
waking hours to this.
• Fall Forward: every year I get better.
Imagine what’s possible!
• Anticipate: For some, money is
secondary to legacy.
In advance of revealing the offer, anticipate
bringing up each of these 6 factors related
to turning maybes into yeses.
• Timing: On the thank you page of the
webinar, have them read the Forbes article.
• Money: On webinar sign up page, tease how
you created a situation to guarantee profit.
• Purpose: In email explain how info products
changed your life and your mom’s life.
• Belief: Show a customer testimonial talking
about my belief being contagious.
• Fall Forward: Take the blame of not getting
someone to start Product eClass sooner.
• Anticipate: Tell them how different info
buyers purchase at different points. (META)
THE STEP BY STEP

01 02 03 04

OUTCOME EMOTION DISPOSITION INDUCE

Determine the most likely, What will you magnify and How will you have them Put your plan into action so
viable audience responses so what will you minify in your show up ready to say yes to your audience can purposely
you can influence those quest to influence? the thing you know they consume your content.
outcomes. need.
 STEP 2

Emotion Map
GREED FEAR
How can you make it a deal that Can you transmute it into
normally they shouldn’t get… constructive energy?

CONFUSION
EXCITEMENT
Can you tease confusion into
understanding ? Can you create enough of
this to put even it with logic?

HOPE
Can you breathe life into a DESPERATION
bleak and gloomy situation?
Can you harness this to
create momentum?
GREED
How can you make it so they’re getting a deal that they shouldn’t get…

• In Auction Webinar we set up contracts that

legally forbid us to resell 3rd party products
as soon as the webinar ended.

• When we launch Domain Clout we accidentally

set the monthly continuity for $10 less than it
should’ve been. Had to honor it.

• When we promote Operation Physical Products,

we show six figure per month results but tell the
customer to aspire to the $3,500/mo mark.
FEAR
Can you transmute it into constructive energy?

• In Product eClass we tell the story of how I

sold my first product for $4 as I was scared
out of my mind.

• If you can get someone to see themselves doing

what you’re teaching, they’ll get confidence in
advance of experience.

• When we promote Operation Physical Products,

we make the “Guarantee of Success”.
CONFUSION
Can you tease confusion into understanding ?

• When we do multiple webinars to promote a single

product, we gloss over certain things to give us an
excuse to follow up.

• Make it a goal to take every commonly accepted

truth in your marketplace and challenge it, e.g. The
80/20 Rule Sucks!

• We observed customers had trouble understanding

what Private Label Physical products were, so we
showed them four different ways!
EXCITEMENT
Can you create enough of this to put it on even footing with logic?

• The tonality, pace, rhythm and modulation of

your voice can create excitement independent
of the topic.

• In Auction Webinar, we would intentionally

order different products to build up to what we
felt were our best deals.

• Tying your promotion into news and “recent

developments” can often be the difference in the
battle for your customer’s attention.
HOPE
Can you breath life into a bleak and gloomy situation?

• The classic story frame in selling is “I hit a low point.

Then I went lower. In an instance, I dramatically
turned it around. Now look at me…”

• Instant Gratification is the ultimate form of hope

because the customer doesn’t have to wait. When in
doubt, find a way to do something faster, then show
your customers.

• At the beginning of the first Operation Physical

Products webinar I share with them my hope,
which is the hope that I will be at my A-Level best
because the topic is that important!
 DESPERATION
Can you harness this to create momentum?

• In Product Eclass the “One Problem, One

Solution, One Sitting” technique is set up
through the lens of desperation.

• My main testimonial in Operation Physical

LEFT Products is Raul Mesa, who was desperate to

restore his wife’s faith in his abilities to provide.

GEOMETRIC • Often times we try to create a dichotomy where

PICTURE “you can go at it alone” (not buy) or “we can do

this together” (buy) and then ask them to
“choose”.
ACTION TIME!
Identify the primary emotion you
feel will have the most influence
on the sale and give it oomph!
Product eClass Ultima
• Greed - how quickly will they
make more than they pay me and
how long will that be valuable to
them, especially if they knew that
failure was impossible!
Identify the next two most powerful
emotions to help you with the sale and
give them oomph!
• Fear - What do they fear the most?
People buying and feeling ripped off.
How can I make them feel silly for
thinking this?
• Hope - I will electrify them by showing
them how anyone is one good info
product away from a fortune!
Make sure your primary and secondary
emotions are represented in all phases of
the campaign.
• Email - each email will have a focus on
highlighting one major emotion while also
alluding to the other two.
• Webinar Sign Up Page - through the
headline and body copy we’ll tease greed,
negate fear and offer hope.
• Thank You Page - we’ll build on hope
primarily here while using fear of loss
• Webinar - in the intro and content portions
repeatedly use examples and situations with
these emotions
• Transition - Greed, fear, hope. Repeat.
Magnify. Repeat. CLOSE.
THE STEP BY STEP

01 02 03 04

OUTCOME EMOTION DISPOSITION INDUCE

Determine the most likely, What will you magnify and How will you have them show Put your plan into action so
viable responses so you can what will you minify in your up ready to say yes to the thing your audience can purposely
influence all the outcomes. quest to influence? you know they need. consume your content.
 Step 3

Most Favorable Disposition

Discovery
What’s the biggest insight conducive to
a sale, and how can you set it up so they
Engineered Context think they discovered it themselves?
Taking a unique moment in time and
using that as an excuse for a deal. e.g.
“I’m tired of your lack of product on
Amazon getting in the way of my
success records…”

Accidental
…as long as it’s obvious and easy to
Coincidence show! e.g. the first big Amazon ranking
breakthrough we had was by
Can you set up a situation where the accidentally advertising a fan page.
customer can say “I was just thinking
about that myself!”

Make History
If they can be the first or get in on the
ground floor or be part of something
greater than themselves you’ll sell
them!
ACTION TIME!
Of the 5 elements of disposition,
which do you think is most
powerful for the promotion at
hand?
Product eClass
• Accidentally coming across the
formula of one product, one
solution, one setting, which
would be the basis of my multi
million dollar career.
How will you permeate that into all
interactions to lead them to a
favorable disposition before the offer
is made?
• Email - luck vs. attraction. The story of
archimedes. Key defining moments in
my life that weren’t business.
• Sign Up - have them reflect on what
brought them to want to sign up in
the first place. Luck? Fate? Something
else?
• Webinar - make the discovery as vivid
as possible.
Sprinkle in the other elements when and as
they make sense…
• Engineered Context - product creation is so
easy for me I can create and give you
products to sell.
• Discovery - I want you to think on your own
that the process of creating products that
compel action in your own customers means
this will compel your own action for my
product.
• History - I’ve created the next generation of
gurus, many of which they follow. Maybe it’s
time to lead?
THE STEP BY STEP

01 02 03 04

OUTCOME EMOTION DISPOSITION INDUCE

Determine the most likely, What will you magnify and How will you have them show Put your plan into action so
viable responses so you can what will you minify in your up ready to say yes to the thing your audience can purposely
influence all the outcomes. quest to influence? you know they need. consume your content.
 Step 4

INDUCE

MEDIA PATH ENHANCE

What is the vehicle you will use to What parts of your messages will How will you use this campaign as
deploy your messages? be consumed and when? a preframe to the next one?
 &
MEDIA OPTIONS Email

, Advert

Search
0
External

+
 1 Step, 1 Sitting e.g. search to landing page to sales
page.

Email

Multistep, 1 Sitting e.g. ad to opt in page to thank you

page to sales page.

PATH Multistep, Multi Sitting

e.g. email to webinar sign up page to
thank you page to email to webinar to
webinar landing page.
 ENHANCE

Influence
02 What new shared experience do you have with the
audience and how can you use it on the next
promotion as well as future promos? e.g. while
creating info products I discovered a better way to sell

Leverage physical products.

Does it make sense to promote this offer again in

the future? If so, what would you do different next
time? e.g. we test out different bonuses in most
01
offers to see which ones kill objections the best.

Double Down
03 What advantage did you obtain that you can use
an already existing lead to further distance
yourself from the competition? e.g. recruit parter
affiliates for ASM.
THE STEP BY STEP

01 02 03 04

OUTCOME EMOTION DISPOSITION INDUCE

Determine the most likely, What will you magnify and How will you have them show Put your plan into action so
viable responses so you can what will you minify in your up ready to say yes to the thing your audience can purposely
influence all the outcomes. quest to influence? you know they need. consume your content.
 Commitment Nuance
The more time and interaction they put There is a fine line of pushing because
in the offer the more likely they are to you care and hard selling. You’re doing it
buy… otherwise their effort is wasted. right if cross that line every so often.

Expectation Layered Integration

Simply being aware of these additional Don’t try to do everything on the next
factors of influence will make you better promotion. Start with one thing, get it
at influence. “good enough”, then add the next.

Post Sale Theory Is Good

The customer experience after the It it were simply “do this, then that” it
purchase is its own presell they bring in couldn’t be nearly as effective as it is…
to the next interaction with you. It’s a hard skill worth the effort of
obtaining.

Additional Considerations
PRESUASION
SECRETS
By Jason Fladlien