Lessons From A 'Behind-Closed-Doors' Call With Jason Fladlien

Here's What He Shared With Us

Before We Begin: I Haven’t Written On Substack Since November 2025. I Want To Keep My Sending Score Clean, So If You No Longer Wish To Be Here - Scroll To The Bottom & Select ‘Unsubscribe’. You Can Always Re-Subscribe :)

Want To Watch The Video Rather Than Reading?

Click Below To Go To My YouTube.

The other day, I was on a behind-closed-doors call with Jason.

This wasn’t a one-on-one with me and him, but it also wasn’t something being posted on the internet. It wasn’t content. It wasn’t some public interview. It was a private call as part of A-Players Club, which is run by James Galligan.

And thanks to one of the members, Fergus O’Neil, we got to speak to Jason.

According to Jason, most info, coaching, and consulting businesses are not going to make it past the next 18 months at a stretch…

And a lot of the things I’m going to share with you in this email are ways you can avoid that, and, more importantly, ways you can actually thrive.

I distilled my ultra-scripted video, which I think had about eight different takeaways, into three main points.

So let’s start with the first one.

1. Webinars are going to become more powerful for fewer people

This was the first thing Jason shared with us.

Webinars are going to become more powerful for fewer people.

And I’ll tell you why.

Think about how many people are in the space already right now.

Think about all the people entering the space.

Think about all the people who, over the next 18 months, are going to start their own offers, sell their own expertise, and try to position themselves as the next person who can solve whatever problem they claim to solve.

How many of them do you think will actually be able to consistently produce results for their clients at the scale required to run webinars successfully?

Because if you’ve never run a webinar before, let me let you in on a little secret as someone who does them all the time.

You sign a lot of clients.

Okay?

And do you know what happens to those clients?

They need to get results once you sign them.

With the market becoming way, way, way more sceptical, webinars are going to expose the weaknesses of people who aren’t legit.

Because yes, webinars are a great way to counteract scepticism. They help you build trust. They let you explain your story. They let you explain why you’re different. They let you explain why your mechanism works.

But if you aren’t all of those things, if you aren’t trustworthy, if you don’t have results, if your mechanism doesn’t work, then webinars only expose weakness.

So in a market that is becoming increasingly sceptical, we have a tool that can solve that scepticism.

Okay?

But what this tool also does is filter out the phonies and the losers.

If you aren’t legit, if you don’t provide a good service, and if your clients don’t get results, chances are you’re not going to be able to pull the wool over people’s eyes forever.

And doing a webinar will expose that weakness.

The second reason Jason mentioned is that fewer and fewer people actually have unique mechanisms.

And I’ve noticed this myself in the space as well.

When I first got into this world two or three years ago, people had their own unique way of doing things.

Whether that was a unique client acquisition strategy, a unique advertising strategy, or actual earned insight from doing something like running webinars, which is what we have.

They were things worth buying.

They were actual ways of doing things that the market could see were different from the alternatives. They were more successful, they were more aligned with what the market wanted, and they were succeeding.

But these days, we’re almost getting down to the second and third generation of people who bought a program from Sam Ovens, or bought a program from someone who bought a program from Sam Ovens, and now they’re just teaching the same stuff regurgitated over and over again with no uniqueness.

There becomes no edge.

And all it will take is one person with the right unique mechanism, the right edge, and the right way to deliver it to the total addressable market as quickly as possible — which is selling one-to-many — to completely destroy the rest of the competition.

I’m seeing this more and more at the moment in the agency space.

The dudes who jumped on AI at the right time, people like Cameron England or Daniel Fazio, are now massively reaping the rewards from it.

Because in Daniel’s case, for example, the unique mechanism of using AI to fulfil agency services that people were already buying has been claimed by him.

Even though, really, that’s just the modern way of running an agency.

But Daniel is delivering that message through challenges, through webinars, and he’s selling to that agency market. And if you’ve seen his program recently, he seems to have so many new people joining and so many new people getting results.

So webinars are becoming more powerful for fewer people.

They filter out the people whose businesses can’t withstand the scrutiny.

They also give a platform to the people with a genuinely unique mechanism, because those people finally have a way to communicate their edge to the market quickly.

This was essentially what Jason was walking us through.

He was saying that the unique mechanism is such a fundamental part of marketing, but it has been neglected by so many new-age marketers for so long.

They think people will just buy anything because they’ve been selling through organic traffic and personal brands.

But then at scale, who survives?

The last point Jason made under this theme is that webinars will become more powerful for the people who have what I’ve coined as unrecognisable offers.

That isn’t exactly what Jason said. That’s my phrasing.

But if you’ve studied any of Jason’s work, you’ll know that in his offer training, he has the core offer and then the bonuses.

And what he says to do is split the bonuses into multiple modalities.

So for example, let’s say you have somebody who wants to start creating content, just like I’m doing right now.

The thing I’m looking into right now, into your soul, into your eyes, is a camera.

So if you said to me, “Charlie, I want to start posting content. If you buy this camera, I’m going to give you another five of the same camera for free,” I’d be like, what the fuck am I going to do with five cameras?

Right?

I don’t need five cameras.

I’m probably just going to take one of them, maybe keep one for another angle, and then flog the other four.

Whereas if you said to me, “Charlie, I’m going to come round. I’m going to build you a home studio. We’re going to sort all that lighting out for you. We’re going to get you the best microphone. We’re going to get you the recording software. And I’m going to give you a PDF that shows you how to link it all together in one click,” that is a totally different offer.

You could probably do all of that for the same price as giving me the other five cameras.

But because you’ve used multiple modalities, the offer is so much more attractive.

And what Jason was breaking down to us is that when he comes into a client’s offer now and looks at what they are selling, the number one thing he is looking to do is implement different modalities.

How can we build offers that have a little bit of AI in them?

A little bit of done-for-you?

A little bit of done-with-you?

A bit of do-it-yourself?

Offers that have in-person elements, one-to-one calls, maybe even physical products that get sent out to you when you join.

And we’re not doing this just for the sake of stacking the offer and making it seem more valuable.

We’re stacking these different components in our favour to differentiate our offer from somebody else’s.

It’s not just about making the offer look bigger.

It’s about making sure you can’t look at my offer and say, “Oh yeah, that’s like so-and-so’s offer. He does that as well.”

When I read you my offer, I want it to be unrecognisable.

An offer that nobody else can provide.

For example, on the AI front, if I put all of my webinar knowledge, which we’re working on right now, into a proprietary AI system that people can use, that’s something my competitors cannot replicate.

They don’t have the earned insight from what we’ve been testing week in, week out at the agency.

So to summarise the first point, webinars are going to become more powerful for fewer people.

They’ll expose weak businesses.

They’ll reward businesses with unique mechanisms.

And they’ll become even more powerful for people who can build unrecognisable offers that the rest of the market can’t easily copy.

2. Before the webinar is now just as important as the webinar itself

Now, to build on the theme of sceptical markets, this is one thing Jason said that I found pretty interesting.

If you know Jason, his work is very much centred around conversion.

Writing the webinar script.

Building the offer.

Structuring the pitch.

And I imagine 90% of his work is still exactly those things.

But he made an important point, and it’s one we’ve been testing ourselves in the agency and building our own hypothesis around as well.

He was talking about the fact that before the webinar is now just as important as during the webinar or after the webinar.

During the webinar is the script and what you’re using to convert them.

After the webinar is the follow-up.

But before the webinar is everything that happens between someone becoming aware of the event and actually turning up to it.

He gave the example of what he’s doing with Iman at the moment.

If you imagine someone like Iman, obviously he is running a massive amount of paid advertising, but still, a lot of the sign-ups that come in are people from his personal brand.

His YouTube channels.

His Instagram.

His associations with W and everything else like that.

And if you notice what he’s doing, they’re not necessarily webinars. We would call them challenges.

But a challenge is really just a series of webinars strung together.

You’re still selling one-to-many.

He only does it about four times a year, roughly once a quarter.

Because what Jason was talking about is that this gives them more time to tee up the offer, build a waitlist, start building content, put out YouTube videos that tease the offer, put out stories that tease the offer, Reels that tease the offer, tweets that tease the offer, emails that tease the offer.

And from a paid perspective, it’s not a case of less is more like it is with organic.

From a paid perspective, more is more.

Jason didn’t directly say this, but I’ve deduced it from our own research into people like Jeremy Haynes, because a lot of the strategies we use come from him.

You can get someone so familiar with who you are, what you do, and why your thing matters from the moment they sign up until the webinar begins, that you almost cover as much ground before the webinar as you do on the webinar itself.

So rather than waiting to tell them about the mechanism, who you are, the case studies, and everything else on the webinar, we’re front-loading that with hammer-them strategies.

Advertising strategies.

Content remarketing strategies.

Email strategies.

WhatsApp group strategies.

SMS strategies.

In fact, I’ve got a good story about WhatsApp.

We use a software called AEvent for our webinars now. We’ve made the switch over from WebinarJam.

With each AEvent sign-up, the individual person who signs up gets their own link.

So my business partner Marcus and I run the WhatsApp groups for each webinar every week. We make a new group chat every week.

Marcus sent the going-live message using his AEvent link, and obviously everyone had joined the client’s webinar chat.

Because they joined with his link, there were about 50 Marcus Cobbys in there, and we only had around 130 attendees for that webinar.

So around 30% to 40% of all the people who showed up to this webinar came from that single message in the WhatsApp group chat.

Now obviously it begs the question, would they have clicked on the SMS or the email or whatever?

Who knows?

But what I can tell you is that they clicked on that one.

And that’s why things like WhatsApp groups and sending videos in there are so, so, so important before the webinar.

It’s a native platform for people.

They’re receptive to it.

So when they turn up to the webinar, they almost feel like they’ve already settled into something.

It’s kind of like going to an in-person event where everyone has a drink before going into the main hall.

You’re getting to know people.

So by the time you sit down, you know the speakers, you know the geezers running it, and you feel a little bit more settled.

You feel like you’re in familiar territory.

That’s what we’re aiming for.

So we’re putting a lot of time and attention into what we do before these live events, whether it’s a webinar, a challenge, or whatever else, just as much as what we do during or after.

Because you’ll get to a certain point where you cap out on the word tracks.

You cap out on what you can say in the webinar script.

You cap out on the offers.

You can only get a certain number of bloody setters ringing people.

And there will come a time when you need to look for leverage elsewhere.

So find leverage before the event even starts.

That was what Jason was explaining, especially from an organic perspective with his bigger clientele.

3. Risk reversal is not just a guarantee

Last but not least, the final thing I want to share with you is something Jason talks about all the time, but it’s more important than ever.

Risk reversal.

This is something I don’t think a lot of people actually understand about Jason’s work.

When most people hear the words “risk reversal,” what do they think?

They think guarantee.

Okay?

They think money-back guarantee.

They think you have to give all your customers some money-back guarantee, and then some people are like, “Oh yeah, well I don’t want to use guarantees because you’ve got to do some crazy stipulations and whatever.”

But guarantees aside, we won’t even speak about guarantees for a second.

We know you’ll make so much more money if you have a guarantee.

The guarantees almost always outweigh the number of people who end up refunding.

The number of people who buy because of the guarantee versus the number of people you have to give the money back to creates a huge cash discrepancy.

But that’s not what I’m here to talk about.

What I’m here to talk about is the other ways you can reverse risk for your clientele without having to offer a guarantee.

And this is super duper important because you might have noticed a key theme here.

The market is getting ever so much more sceptical.

It’s only getting worse.

You need to reverse the risk.

Okay?

And what I’ve operationalised this down to is that we want to make promises, offers, and guarantees that are achievable rather than aspirational, and certainly not lazy.

Let me explain what I mean by achievable rather than aspirational.

Let’s say, for example, you’re selling a biz-op.

And you say, “We’ll get you to £20,000 a month in your first month.”

On paper, that is a bigger and better promise.

I would rather make £20k in my first month than make what I’m about to suggest, which is maybe promising someone they can get to £5k a month in 90 days.

Okay?

Not as sexy.

Not as glamorous.

Not as grand.

But if you take a complete beginner who has never run a business before and tell them they’re going to get to £20,000 a month in the next month, guess what?

They’re not going to believe in themselves enough to think that is possible.

But if you said to that exact same person, “We can get you to £5k a month in 90 days or you don’t pay,” that person might think, “Yeah, do you know what? I’ll bite on that.”

And more often than not, the realistic, slightly-above-average guarantee — the achievable one — will outperform the wildly aspirational one.

But it’s a fine line, because you don’t want lazy guarantees either.

And by lazy guarantees, I mean guarantees the customer already thinks they will hit.

So let’s take the same biz-op example.

On the crazy spectrum, you’ve got £20k in the first month.

On the achievable, “I think I could do that” spectrum, you’ve got £5k in 90 days.

And on the lacklustre end, it would be, “We’ll get you to your first £5k month within the first 12 months.”

Now, if you’re selling a business opportunity, people already assume they’re going to make £5,000 a month if they’ve been at it for a year.

I mean, come on.

If I’ve been fucking working my ass off for a year, I’d hope I’m at five grand a month by then.

That’s what I mean by a lazy guarantee.

We don’t want guarantees people think are certain.

We don’t want guarantees people think are completely unrealistic.

We want the sweet spot.

The ones people think are achievable rather than wildly aspirational.

There were so many more takeaways from this call that I would love to share with you, but to be honest, I know a lot of our competitors watch our videos and read our stuff.

So I’m going to gatekeep those for myself and say that if you want access to the call recording, you’ll have to join A-Players Club.

Final thought

To finish off, I want to say this.

If you are thinking about doing your first webinar, or if you are already doing them, you need to be working with people who are studying this.

Right?

Because a webinar is something that can make or break your business.

If you are putting bad material out and burning through your TAM every single week because you don’t have this stuff dialled in, you don’t know how to position your offer, and you don’t know how to position yourself and your brand for longevity while running this kind of direct-response campaign, you might be one of the people Jason is talking about who go under in the next 18 months.

Similarly, if you are not doing webinars at the moment and you’re thinking about starting, I would say again, you need to be working with people who are studying this stuff.

And that is what me, my business partner, and our team are doing every single day.

Our whole company specialises, and has only ever specialised, in one thing.

Selling one-to-many.

In case you’re interested in either of our offers, I’ll walk you through briefly how it works.

You book in a meeting with us through one of the calendars below.

We have a done-for-you offer and an advisory consulting offer.

If you aren’t sure which one, just book through done-for-you. It’s fine. I’ll WhatsApp you anyway.

We then take a call with you where me and my business partner simply sit down with you, have a chat, talk about your business, talk about what you’re doing, how you’re getting traffic, why webinars, and then we go away and build what we call a one-to-many strategy plan.

In that plan, we break down what offer we think you should sell, how we think you should sell it, whether we think you should book calls or go direct-to-cart, how often we think you should do it, and what the content delivery mechanism should be.

Live webinar.

Automated webinar.

Two-day challenge.

Workshop.

Whatever makes sense.

Then we’ll iron out a potential working relationship.

The reason I’m telling you this, and the reason I’m explaining what our sales process actually is, is for two reasons.

First, I believe every single business is different.

We’ve never done the exact same thing for two businesses, and we’ve worked with businesses anywhere from people selling reseller supplier access for £500 to off-plan real estate in the UAE for millions of dollars.

So we know no two businesses are the same.

No two approaches are the same.

And we know your business deserves that same respect, time, and attention from the get-go if you’re actually going to work with us.

Second, we like to talk to clients before we work with them on a consulting or done-for-you level.

So if you want to make sure you’re ahead of all this, if you want to work with someone like us, and if you want to work with Webinar Wizards, you can book in through the link below.

But either way, I hope you found some value in this.

I love you all lots.

Charlie