60,000 Souls
Behind the scenes of a multi-million dollar launch
We go from 1pm to 1am.
Day after day after day.
That’s the easy part.
The hard part? The scripts.
Thousands of words of copy.
Hundreds of slides.
For each night.
I’m back in Dubai working with Iman Gadhzi for his launch. A casual 16-hour flight from LAX.
We go live at 8pm with the VIPs... then 9pm with the full group.
But we start at 1pm.
We take the script for the day - something we’ve worked on for weeks - and keep optimizing.
Based on what we know NOW that we didn’t know when we started...
And based on what we saw the previous day with the audience.
It’s a big audience, too.
980,000 optins last I checked.
Over 80,000 people live on the first day.
By the time I got on to do my thing... nearly 60,000 souls watching.
Beautiful.
Here’s the joke: I don’t have a fear of public speaking...
I have a fear of NOT public speaking.
I’m scared to ask where the toothpaste is at CVS...
But I feel right at home in front of 60,000 people.
Because there’s more opportunity to work with people.
Help them remove limits.
Reframe their perspective.
Get a new result.
Yesterday - day 1 of the challenge - is a unique pitch.
I come on to “close” even though I don’t sell anything.
It’s a setup.
And in marketing... the setup is more powerful than the payoff.
The question I obsess over:
What state of mind should my audience be in to best understand the value we’ll offer tomorrow?
The most sacred communication strategy I’ve ever learned...
The emotional state a person is in when they hear the message is more important than the message itself.
If you feel capable... the message is received.
If you feel worthless... nothing has value.
If you’re drowning in mixed, contradictory feelings... you freeze.
But if I can help you sit with those contradictory feelings...
We can still move forward.
Even in uncertainty.
There’s qualification, too.
Not everyone should buy.
Most should.
We did the targeting.
Spent hours educating our audience to make them more informed.
But we have to make sure.
So you take questions... give answers... then check if they land.
Repeat.
For hours.
How is this not as fun to everyone else as it is to me?
I go until midnight - at least - yet it’s never enough.
Always more questions.
More opportunities.
But it’s good, solid, honest work.
I call my wife on the ride back to the hotel.
My 1AM is her 2PM.
The kids are well. They watched.
What a blessing.
It hits me as I doze off...
Small town Iowa boy.
Didn’t catch a plane until I was 25.
Earlier this year we were living in Cannes, France.
Came back to see my dad at his retirement home before the first time I went to Dubai this year.
Very few at the home ever left the country... or even owned a passport.
Now I travel the world.
Work with the best.
Reach more people on a single YouTube live than 2x the size of my hometown.
Get better at the craft every year.
The pay is great.
Whatever the effort I put in to get me here...
Worth it.
It was a pleasure to watch. I took some notes on the closes you used. My favorite was this one:
(Someone asked, “What about the competition in this market?”)
One part of your answer: The competition that matters is between your future self and your present self. So you should focus on how fast you can bridge that gap. Compete on how quickly you can step into that person you want to be in the future and bring them into the present.
Thanks Jason.
When I registered, I only registered because of you and what I thought you were offering, because I don't know Iman.
To be honest, I do not understand how I didn't feel that this would actually be a launch for a high ticket product when I read your emails. I genuinely thought that this was a free 3 day event, where people would finally get meat, a serious chance to build something in those 3 days that would make them at least a dollar or something, so they could feel what it's like to make that money in the first place. But soon I felt like I've felt so many times with other marketers in the last 20 years: " shit, this is actually just a very long pitch "
And mind you, I also signed up for VIP.
Im sorry but I do not think that it added a lot to what was presented in the main event. I am not here to judge, Jason is still about the only marketer that I truely trust, but I have to say how I feel about this. Furthermore it doesn't help that I'm overwhelmed easily, so all the whatsapps with links to downloads and whop links and extra emails and notifications...made it extra hard for me to stay focused.
I am going to check out the next 3 days of the VIP sessions, I still have hope that we will get a lot more out of it than people who didn't pay the 97 dollars. If not I will use the money back guarantee, but seriously, that's not my intend at all. I just want a clear, non complicated way to finally see at least a few trickles of money coming in , without having to buy a 1900 dollar program.
With all that said, again: Jason is the real deal, I know, but sometimes I think that he's grown so much that maybe because of the level that I got stuck at, I can't keep up with him anymore.