Webinar Blueprint Notes from Jason Fladlien & Russell Brunson

Webinar Blueprint Notes: Jason Fladlien & Russell Brunson

These working notes come from a webinar training product and are paired with an unusual, highly profitable webinar business model that's worth testing. The material was last updated on April 15, 2026.

Fladlien has brought in over $50MM in webinar sales online, and Brunson hit $10MM in a single year partly thanks to webinars. The notes below distill the core ideas, along with a lesser-known way Jason makes money with webinars that you may want to try yourself.

Russell Brunson and Jason Fladlien on Webinar Strategy

Russell Brunson [RB]: After running joint-venture webinars with a Stage Script that converted at 30%, he turned that script into a webinar script and used it to grow ClickFunnels to $10MM in one year.

Jason Fladlien [JF]: He trained his audience to associate his webinars with exceptional value.

For JF, a webinar should leave you feeling — and knowing — that you gained deeper insight on the topic than you could find anywhere else. He practices covert selling. Real learning only happens once behavior changes, and webinars should deliver an identity shift, often by dismantling false beliefs. In his view, Andre Chaperon's Sphere of Influence product teaches this concept better than most.

RB: The Big Domino is the one belief your audience must hold in order to invest in your offer. Todd Brown calls it the "Marketing Thesis." The Big Domino stands on three legs: the Vehicle, the Internal belief, and the External belief. Stories are the tool for busting false beliefs and creating an identity shift. Your origin story should fit your audience — his potato gun story won't land with salespeople at Grant Cardone's event, so a new origin story is needed.

Fladlien's "identity shift" corresponds to Brunson's "breaking false belief," and JF's Defined Outcome corresponds to Brunson's One Big Domino.

Handling Objections and Building the Offer

Fladlien's approach to objections: don't disagree — agree, amplify, then re-frame. For example: "Absolutely the price is too high, but for the right person the price is a great deal."

What makes a strong webinar sales pitch? A good pitch makes the offer stack look ridiculous and adds a special offer, since all of these elements are value-adds. Give them a webinar-only price that goes up for replay buyers.

Instant Gratification When Selling on Stage

How do you make "access immediate" for live events the way you would with an online course? One line does it: "For the first 60 people, the training starts tonight in my suite, because I'm going to share 3 secrets I didn't have time for on stage."

• Make sure the room is big enough in case a 61st person shows up.
• Find a way to serve those who missed out: "We maxed out on the offer, so if you can't make it tonight, we've got the suite (or a bigger venue) for another day to serve you."

Selling Webinars as an Affiliate

Write a pitch, show it to the person, and say, "then we can talk about the revenue split later, because I want to help make you a lot of money." Build one webinar, then grow your list — don't keep churning out new webinars over and over. To scale a company, make one webinar and then "take it on the road."

Jason Fladlien's Business Structure (as of Feb 2018)

The Uncommon, Very Profitable Webinar Business Model

This is an underrated and somewhat uncommon way to make money with webinars. Whoever is doing it isn't talking about it much. The gist: pitch other people's products. Joint-venture with people who have an audience, write the webinar and the offer, pitch it yourself, and take a percentage of the profits.

• Kensho Biz Idea 1: To scale once it's working, find someone skilled at pitching and hire them to deliver the webinar for you once your webinar is a well-oiled, profitable machine.
• Kensho Biz Idea 2: Build the offer with your audience. If you don't have an offer, approach someone who does — having already written the webinar and offer — and tell them you'll do all the work: writing the webinar, setting up the tech, even presenting it and bragging about them in ways they can't brag about themselves.

Tip: Find ways to bundle their offer and turn it into something very sexy.

What Your Offers Must Be

Offers must be very sexy and very exciting. Training isn't exciting. Find all the tangible things that are annoying to obtain if someone were to buy your thing, and go get all of that produced for them.

Increasing Your Webinar Conversion Rate

• Have your sales copy and slides follow Jason Fladlien's Genius Webinar outline. Russell Brunson's Perfect Webinar framework is a child of that framework — that's how good it is.
• Find a way to delay the buying decision: don't make the decision now — use the product, get ____ ____ ___ results, and then think about how much it's helped you and how much that was worth to you.
• "The only way to get these bonuses is to buy [your affiliate offer / offer]." This shifts the focus from "here's what I'm paying/sacrificing" to "here's what I'm GETTING."
• A webinar should give them an experience they can't get anywhere else.
• JF sources and licenses the bonuses he offers. Example: I bought the coach for you. I paid him/her ____ on your behalf. I've already invested that money. Note: this only works for $1000+ offers, otherwise the numbers don't work.

Bonus idea: Instead of a "here's how to do it" bonus, make the bonus "If you buy my offer, I've already paid for you to [thing they don't want to do], and this solution doesn't require your effort."

Example of implementing the bonus idea: Make a deal with someone (pay them, profit share, barter, etc.) where, if your client meets XYZ criteria, the client gets ABC from the Deal Partner. Another example: "I've got a funnel builder who can do it for you." Example of Jason's sales language: "For every one step I ask you to take, I take 10 steps for you."

The Goal: An Offer That Can't Be Beat

Create an offer that can't be beat. Make it so they never have to look outside of you for what they need. Take a portion of your sale and use it to invest in the customer. JF sells a free live event as a bonus on the webinar. Find a way to get your competitors to contribute to your offer, so they can't really compete.

How Fladlien's company offers everything their competitors offer plus all the stuff they don't (for webinars): list everything down without limiting it. Then ask, "If I had to do any one of these, which one excites me the most?" Then ask, "If I had 48 hrs to create it, how could I create something that someone could read or consume once and get a benefit?" Consider outsourcing it.

Biggest Webinar Problems Fladlien and Brunson Notice

• Teaching too much
• No urgency or scarcity
• The offer sucks
• Spending money on ads too early

Is 48–72 hours the sweet spot? Six days of ads before the webinar can be wasted money, since most of those people don't show up or don't buy. (Kensho note: this isn't true for every market and audience, so be sure to test. We've had people sign up 15+ days in advance and still show up to our webinars.)

JF: Scarcity is the #1 powerful thing to get someone to spend money. On pitching: empower a beginner, challenge a successful person. The "REASON WHY" matters for scarcity. Scarcity must be TRUE and ideally beneficial to the prospect. Resource constraint scarcity: "I want to help everyone, but there's a line because I have limited time and resources." JF likes to stack scarcity.

Basic Scarcity Types

• Price goes up
• Bonus goes away ("Our plan is to sell them later, so they're going away… etc.")
• Offer goes away
• They'll only get a portion of the thing in the future instead of the whole thing
• Event-based scarcity
• Collector's Edition bonus (e.g., "I signed a contract saying I can't sell this bonus, here's proof")

After the basic scarcity types, it comes down to Positioning, PayOff, and Believability. JF likes to stack all of the scarcity types. JF: "Out of every product/service I could create, which one would you want the most?"

Misc Tips

JF puts himself into a state of gratitude, then excitement, amplifies both, and then hops on the webinar.

Landing page idea to build an email list: "Here are my favorite videos from __________. Opt-in to get it." Then target that person's audience on YouTube and Facebook.

JF: The content isn't what matters. What matters is "What type of content will get my audience to take me up on my offer because of it?" JF hunts for "proof elements" for presentations.

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