The Unpriceable Offer
Eighty percent of a webinar is the offer — stack value they can't price and can't buy anywhere else.
- Difficulty
- Advanced
- Time to result
- ~weeks to results
- Steps
- 4
- Confidence
- 90%
Fladlien insists eighty percent of a webinar's success is the offer — people can model your closes and frameworks but miss how well-positioned the offer is. The goal is to make the components' established value vastly exceed the price and make sure the buyer knows it. Books make weak bonuses because their retail price anchors value low; the strongest bonuses are things that can't be bought anywhere at any price, so their value is limited only by how well you demonstrate them. A recurring tactic is making software free — negotiate a modified version to give away, or bundle many months of a subscription — so buyers fixate on the deal, not the price. A killer offer lets a mediocre webinar still convert.
Origin
Fladlien points to Alex Hormozi taking what he saw in Fladlien's 'Genius Webinars' course and building it into '$100M Offers,' and to teaching Russell Brunson to make ClickFunnels software free and sell a course instead.
Core principles
- 01Eighty percent of whether a webinar works is the offer, not the techniques.
- 02Make the established value of the components add up to far more than the price — and make sure they know it.
- 03Bonuses with a public retail price (like a book) add little; the anchor is already set low.
- 04A bonus that can't be bought anywhere at any price has value limited only by how well you demonstrate it.
- 05A great offer lets you be mediocre at the webinar and still win.
How to run it
- 1
Start with the offer, not the techniques
Treat the offer as ~80% of the outcome; design it before worrying about closes, setups, and frameworks.
Pro tip A kill-er offer means you can suck at the webinar and still do really well.
- 2
Stack well-established, high value
Assemble components whose real value adds up to far more than the price, and make sure the buyer clearly perceives it.
Watch out A book bonus adds only its retail price (~$10-20) of perceived value — a big deal to no one.
- 3
Add bonuses that can't be priced or bought
Create or negotiate something unavailable anywhere at any price so its value is capped only by your demonstration of it.
Pro tip Negotiate a modified, free-only version of a partner's software — nine say no, one says yes.
- 4
Make software free to reframe the deal
Bundle months of a subscription or give the tool away so buyers focus on the deal they're getting, not the software's minutiae or price.
Pro tip Give the top tier ($300/mo x 12 = $3,600 value) free with a $997-$2,000 course so it feels like a steal to buy fast.
In the wild
Russell Brunson was struggling to sell ClickFunnels with 'buy our software' messaging. Fladlien advised making the software free — sell a course and include 12 months of the highest tier ($300/mo, $3,600 value) for a ~$997-$2,000 course.
→ Buyers stopped focusing on software minutiae and fixated on the deal, buying quickly before the offer expired.
Fladlien negotiates a modified version of a partner's software — a year's license worth $1,000 — to distribute free, pitching the partner that it converts more of their users into paying members cheaply than their current advertising.
→ Selling a $500 product while giving away $1,000 of software makes the offer 'better than free' — game over.
Common mistakes
Leading with technique over offer
People model the visible closes, setups, and frameworks but miss how valuable and well-positioned the offer is — so their webinars underperform despite copying the mechanics.
Using easily-priced bonuses
A book or anything with a public retail price anchors perceived value at that low number, so it barely moves the buyer no matter how good it is.
Is it for you?
Best for
Webinar sellers and offer designers who can broker partner deals and stack demonstrable value.
Not ideal for
Sellers of a single commodity with a fixed, publicly-known market price and no room to bundle exclusives.
From the transcript
“the foundation of what makes a web webinar work or not is the offer eighty percent of it is the offer”
“since you can't put a value on it because it's it's impossible to buy then the value is only limited to how you can demonstrate…”
“make the software free sell them a course and then give them you know 12 months or six months of the software for free”
From the episode
Jason Fladlien: The Quarter-Billion-Dollar Webinar Man Reveals His Best Marketing and Sales Secrets
Jason Fladlien