Jason Fladlien's framework, from One to Many, pp. 23 to 71.
Cement authority
Results, positioning, celebrity, testimonials.
Create commitments
A mega-commitment typed in the chat.
Handle objections in advance
Weaken time, money and others early.
Foster hope
Link a better future to the solution.
Create mystery and intrigue
Nested open loops and blind bullets.
From chapter: 2. An Introduction to the Introduction, pp. 23–71
The introduction has to establish congruency fast, because the audience arrives cynical and expecting another bad webinar. Fladlien gives five objectives: cement authority (results, positioning, celebrity, testimonials), create commitments, handle objections in advance, foster hope for the future, and create mystery and intrigue. He gives scripts for each, including objection formulas for disagreeing and agreeing, a time-machine hope passage and the first-last technique for writing blind bullets after the content is finished.
