After you have joined the webinar and you have NOT made a purchase after *some period* of time, you get invited to try the product for free. You are not offered the free trial option at all in the early stages.
You surrender your credit card details up front and if you don't cancel within 7 days, your card is billed. You get 2 sign up options when you do sign up. Pay the whole thing in 7 days, or make 4 payments.
This is brilliant because it destroys the last barriers to entry for the person who is scared to death as when you're checking out, he's constantly re-iterating "you won't be charged, cancel in 7 days." Also, people like options, they like to feel like they're buying vs. being sold to.
I made a post about using that strategy recently but I was going to place it in the wrong part of the sales process. My thinking was to create a great product, collect credit cards up front, and convert free trials into paying customers. However, I decided against that because the approach seemed "weak."
What this guy is doing is very strong... He turns everyone who won't offer free trials for their offers into villains in his sales copy to make you feel like you're that much more in control before you click the CTA...
Anyway, I'll stop here. Anyone using this strategy? How much have your sales increased by?