May 23, 2024

Jason Fladlien

Jason Fladlien is the Co-founder of Rapid Crush, Inc., a company renowned for its groundbreaking marketing strategies and expertise in webinars. He has driven over $250 million in sales, reaching over 150,000 customers across 131 countries, making him a pivotal figure in the online marketing arena. 

Known for his unique journey from a Hare Krishna monk to a rapper before diving into the world of marketing, Jason’s diverse background fuels his innovative approaches to digital marketing and product launches. His work with webinars has not only set sales records across various industries but also led him to develop best practices that define today’s digital marketing strategies.

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Here’s a glimpse of what you’ll learn: 

  • [03:10] The power of marketing insurance
  • [07:45] The webinar genius behind $57 million launch
  • [10:28] Why email marketing remains the most influential online marketing tool
  • [10:50] Jason Fladlien shares the power of congruence in maximizing authenticity and trust
  • [12:21] Using ‘beta launch’ strategy can create urgency and build up demand with a lower initial price point 
  • [15:30] How to achieve insane conversion rates on high-ticket items
  • [18:34] The importance of addressing potential customer objections and questions during a webinar
  • [20:45] Why staying on the webinar to close sales is worth the time and effort
  • [22:20] The secret to mastering email marketing and building relationships
  • [25:07] How no-refund policies impact consumer psychology and sales retention

In this episode…

In today’s dynamic world of direct response marketing, the question that looms large is how one can not only navigate but also excel in such a competitive and ever-changing environment. Is there a secret formula to surviving and thriving in this landscape?

Jason Fladlien, the Co-founder of Rapid Crush Inc., shares his insights and experiences in achieving what is considered the biggest internet marketing product launch, with a staggering revenue of $57 million. Despite starting from scratch in their market without prior knowledge or presence, Jason and his team eventually dominated the market within 226 days. His approach emphasizes the crucial role of email marketing, asserting that it remains the most powerful tool in the online world, akin to direct mail in the offline realm. Jason advocates for simplicity and direct communication with the audience, suggesting that meeting the prospects where they are is more effective than elaborate marketing schemes.

In this episode of the Timeless Marketing Podcast, Brian Kurtz sits down with Jason Fladlien, the Co-founder of Rapid Crush, Inc., to discuss achieving a record-breaking product launch and mastering the art of email marketing. Jason dives deep into the strategies that paved the way for this monumental success, underscoring the power of storytelling over traditional campaigns, the potential of well-executed email strategies, and the value of authentic engagement with one’s audience.

Resources mentioned in this episode:

Quotable Moments: 

  • “If you want to think about it, email is like what mail is offline.” 
  • “Conversing with a prospect via email is like having them invite you into their home.” 
  • “I don’t care; you can wait. Some people need to wait six to eight months before they decide that a good idea is worth pursuing.” 
  • “Are you afraid you’re going to fail, or are you afraid you’re going to succeed?” 
  • “Your fears are not going to go away. We’re going to put fear in the passenger seat and put that damn seatbelt on fear.” 

Action Steps: 

  1. Create a Marketing Insurance Policy: Cultivate a supportive community to assist in growing your business. This ensures you don’t have to face the challenges alone.
  2. Focus on Email Marketing: Prioritize email communication, as it remains a potent tool for directly connecting with customers.
  3. Emphasize a Congruent Marketing Message: Ensure that your marketing materials and the message you project are in alignment with your product’s positioning for authenticity.
  4. Employ a Beta Launch Strategy: Use a beta launch to test the market while offering your core audience a more affordable entry point. 
  5. Stay Committed During Sales Closures: Going the extra mile during the sales closure process can set you apart and foster trust.

Sponsor for this episode…

This episode is brought to you by Titans Xcelerator.

Titans Xcelerator is a private mentorship program for direct response marketers.

It is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business.

And you don’t need to spend 10s of 1000s of dollars either. 

Titans Xcelerator is 1/10 of the price of most groups of its kind. 

And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. 

As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one.

The bottom line: you don’t have to grow your business alone. 

If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to BrianKurtz.net/help

Episode Transcript

Intro  0:03  

Welcome to the Timeless Marketing Podcast with Brian Kurtz, your connection to insights from some of the top direct response marketing minds on the planet.

Brian Kurtz  0:16  

Hey, it’s Brian Kurtz here, host of the Timeless Marketing Podcast. Today’s episode is a clip from one of the two-hour calls inside Titans Xcelerator, my private mentorship program for direct response marketers. Before we get to that, I have one question for you. Do you have a marketing insurance policy? If you don’t, you need one. And that’s why I created Titans Xcelerator, which is one of the most giving communities and serves as the de facto board of advisors and marketing insurance policy for over 250 of the best and brightest direct response marketers, copywriters, media buyers, marketing agencies, senior executives, anyone in direct response marketing, who is committed to growing and scaling their business, the bottom line, you don’t have to grow your business alone. And you don’t need to spend 10s of 1000s of dollars either. 

Titans Xcelerator is 1/10 of the price of most groups of its kind. I know because I hosted a group that was over $20,000 a year. If you want to see how Titans Xcelerator can help you grow and scale your specific business, go to briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And with a private membership, you’ll receive access to the full presentation from today’s episode, along with the Q&A and discussion that followed. As an added bonus, you’ll receive access to a vault filled with many more private calls just like this one. Again, if you want to see if Titans Xcelerators are fit for you with no obligation. Go to Briankurtz.net/help. That’s B-R-I-A-N Kurtz [dot] net [slash] help. And feel free to email me directly. I respond to every email with questions about this episode. Or just to say hi, brian@briankurtz.net. 

Now onto today’s episode. Okay, where’s Jason Fladlien, and you’re there somewhere? Jason. I’ve already done it. I’ve already done my insults to you. Which was standard. That’s the hazing part. But now I’m going to praise you. I’ve already, you know, worked up a frenzy in this group telling them that, you know, Jason is going to just talk about the largest launch that’s ever been done no big deal. And I just want to say a little bit about Jason. I met him at Genius Network probably 10 years ago, at least, maybe more maybe 12 years ago. I mean, oh, eight. I was eight years old. 2014 yet. Okay, but I’ve been with Joe forever. So I have more scars than you do. So eight years ago, Jason had this, you know, big red scraggly beard he came in and his T shirt and jeans. And just wowed everybody in the room. 

And I said who is this guy? And so one of the breaks we were talking about and we ended up talking about Jean Schwartz. I think he knew or he might. I guess he might have known who I was but he probably knew I had the rights to break through advertising. So it was like he was he was my best friend immediately because he was talking my language and and we’ve been friends ever since he’s spoken at Titans mastermind he’s spoken at Titans masterclass when we had it in Cleveland effect, I invited him specifically because he wanted to be there with Dan Kennedy. So I specifically invited Jason for that event. And Jason is one of maybe the number one guy in webinars. I mean, if there’s a walk, I mean, he’s a lot of things and he can do a lot of different things. But he’s the War for webinars and, and show up rates and, and getting the most out of your audience on video and online. 

And, you know, he happened to do this $57 million launch, which, you know, a Genius Network at the annual event. They had him do a 10 minute talk on it. And after the talk, I said no, this doesn’t deserve 10 minutes. This deserves an hour. So we’re gonna give Jason as long as he wants I guess you’ll decide Jason whether you want interaction or you want to just present and this is a hungry group of marketers, copywriters. They’re all they’re all like, they’re all they’re going to be like, you know, bowing at your feet without you even saying a word Er, which is what you like I know. But anyway, Jason is such a rock star, he’s a good friend too, which makes it even better. And I’m so glad you are in you, and you’re coming up on another launch. So I know you’re busy and to take the time out to do this. I really appreciate it. I appreciate you. And take it away, Jason.

Jason Fladlien  5:23  

My pleasure. Thank you, Brian. And we are on day one of pre-wash this time. So well, at a good time to do this. The good thing is when you get a well oiled machine going, you don’t have to work as hard. I’m not going to pretend that it’s automated, because it certainly is not. But nonetheless, you can sleep a little bit better the second time around, theoretically, at least we’ll find out. So my name is Jason Flatland. I’m the co creator of a company called Rapid crush founded in 2011, with my business partner Wilson Mattos. And when we say we did the biggest launch, with a couple caveats to that biggest internet marketing product launch, we’re certainly not being like an iPhone launch or anything like that. But in our space, where you typically sell courses to people who want to either learn how to make money online or make more money online, this is the record. So the joke I said was we did a $57 million launch. 

And I hope each and every one of you has a launch show big, where you could round down $914,510 not even worth saying out loud, because it’s only a small fraction, a million dollars, essentially, we’re rounding down. So it’s a $57 million launch. But if we want to be precise, it’s $57,914,510 226 days, I think that’s even more important to understand. We literally were not in this market, we had no, no idea of this market, we had nothing really developed for it at all, a complete standing start 226 days later, this is what we were looking at. So here’s how I’d like this to go. I will keep an eye on the chat. I will present mostly, but I will circle in as it makes sense to and answer some questions or things that pop up that I think are interesting to interject into the presentation. I will use your chat. And then if we have time, at the end, we might be able to bring on some q&a If that’s cool with Brian. So I am a copywriter. Of course first and foremost, just so everybody knows. 

I am the Webinar guy. Now people say I’m the best in the world at webinars, so I don’t argue with them. But the idea is I started as a copywriter. And I still view myself as a copywriter in the lens in which I think as a copywriter in terms of the tactical level and a strategist. In terms of the visionary, or, you know the strategic level. Hopefully that makes sense. Okay. Here’s my favorite stat of the launch. I mean, the money is nice, but statistically speaking, this, to me, was the most impressive stat as we closed 6.42% of total email opt-ins. And that’s even crazier, when you understand the bigger context, which is the product we’re selling is a $3,500 product. Not only is a $3,500 product, it’s an all sales final, no refunds product. So essentially, there’s no money back guarantee associated with it, which is what we typically do, and which makes sense to do in most offers. Let’s make it even more complicated, though. Customers are required to sign a nondisclosure agreement in order to get access to the product. 

And all of this is, of course, disclosed throughout the pitch and everything. And so it’s a high ticket product without a money back guarantee attached to it, that requires them to sign a legally binding nondisclosure agreement. And it’s still converted at 6.42% to all those who opted in via email during any portion, whether it was a webinar registration, or whether it was an ebook registration, any of the pre-marketing that they opted in for so we could get them on an email list. This is an insane conversion rate. I’ve had lesser conversion rates on $100 products, and certainly never anything close to this in my life. Now just a little bit before we go any further is email marketing is king. I don’t think there’s a better way you can mark it, then email when it comes online. 

Now, obviously, you know the direct mail pros in the room. They know that it’s even more effective in terms of its ability to be mass marketed yet still have that impact of one to one or that feeling of personalization. But online email is like what mail is offline. So if you want to think about it, that’s a good way to think about it because social media is the craze these days. I don’t have Facebook. I have four people I think that I’m friends with on Facebook. I’m related to two of them and the other two work for me or something like that? I don’t, I don’t use it. I haven’t posted on it in years. I don’t have Instagram, I don’t have Twitter. I wish I kept up on YouTube. Because if I’d put any time anywhere, it would be YouTube, but I don’t. I’m not on tick tock. And we primarily focus almost exclusively 100%, on getting people on an email list, and then marketing to them over and over and over again via the email list, not just marketing, of course, building a relationship with them, and so on. Yeah, Brian,

Brian Kurtz  10:28  

I always say email is still the killer app. And that’s coming out of the direct mail background. So you and I are so in tune on that. And I do believe that if you focused on YouTube, you would not need to crush anything more, because you have a rapid crush. But yeah, YouTube would be like your sweet spot. 

About the author 

Brian Kurtz

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