How to Build High-Converting Summits and Generate Thousands of Leads: Expert Tips from Jennie Wright

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<v Speaker 1>Summits can feel very transactional.

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<v Speaker 1>You need to really work hard to make it non-transactional.

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<v Speaker 1>You don't get on with a speaker and just say, hey, I'm hosting a summit, what can you give me?

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<v Speaker 1>Here's what I'll give you.

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<v Speaker 1>All right, great, see you on the interview.

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<v Speaker 1>Like that's not building a relationship.

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<v Speaker 1>That is incredibly transactional.

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<v Speaker 2>Jenny Wright building summits Over 420 summits.

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<v Speaker 2>She's run Literally millions in sponsorship money raised.

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<v Speaker 2>That's what we're going to talk about.

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<v Speaker 1>Don't dismiss the importance of gamification.

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<v Speaker 1>We still love game shows, we still love bingo, we still love all that stuff that you know we got to sit at home when we were sick, when we were kids, and watch, like Price is Right.

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<v Speaker 1>Do that stuff, put a little bit of kitsch in your event and people will remember it.

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<v Speaker 2>She's amazing at building lists, acquiring leads, running summits.

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<v Speaker 2>Let's take a learn with Jenny Wright.

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<v Speaker 2>So, jenny, let's start then, with success.

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<v Speaker 2>What's your thoughts or what's your definition of success for you?

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<v Speaker 1>It's a complex question for me.

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<v Speaker 1>I don't want to give a canned answer, but I think the best definition is whatever life or whatever sort of outcome you want to have, whether it's to have the little cottage and the cup of tea and everything, or if it's you want to have the big condo downtown and all that.

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<v Speaker 1>Those are really huge sways in what success might look like.

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<v Speaker 1>Or it might just be that you're able to pick up your kids every day after school.

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<v Speaker 1>For me, success means that I can make my own schedule because I work really well at different times of the day, and so having that ability is fantastic.

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<v Speaker 1>Spending time with my partner, my family and basically just being able to explore myself.

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<v Speaker 1>I mean my growth journey as being an entrepreneur has changed so much since I first started 12 years ago to now.

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<v Speaker 1>To be able to mold the business around that and create success around that is amazing, as opposed to being pigeonholed in some position in a corporate job.

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<v Speaker 2>Yeah, where do you think you sort of started to choose your own version of success?

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<v Speaker 1>You know, I'd have to say that I think the first time I could think that that happened was probably in about 2017, even though it felt, it feels like it was really convoluted and I wasn't on the right path.

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<v Speaker 1>I will have to say that it was.

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<v Speaker 1>I feel like I really developed what it looked like for me probably in about 2022, if I'm quite honest, and that's and that's saying something, because that means I've been in a decade.

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<v Speaker 1>So what the heck was I doing for 10 years?

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<v Speaker 1>And that's saying something because that means I've been in it a decade.

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<v Speaker 1>So what the heck was I doing for 10 years?

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<v Speaker 1>But I just think that success what that means has changed and also, I really didn't have a clear understanding as to what that felt like for me until about that point.

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<v Speaker 2>truly, I think it's tough, because you start out in life and you're given a version of success whether it's by friends, family, parents, society and gradually and that's one of the big things about this podcast is we're helping people define for themselves what is success and then learn how to get there, sort of thing.

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<v Speaker 2>So do you have like a formula that says these are the components of when I'm successful?

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<v Speaker 2>These things are happening.

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<v Speaker 1>Sort of yes.

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<v Speaker 1>I think the formula for me is based on what's happening around me.

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<v Speaker 1>I think I'm you know as a reformed people pleaser and as somebody who has always struggled with making sure that everybody else feels wonderful around me.

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<v Speaker 1>I think my formula is making sure that I do my own self-care, making sure that I am.

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<v Speaker 1>You know, clients are happy, I'm happy, my family's happy.

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<v Speaker 1>But for me it always starts if I can be really simplistic it honestly starts from things at home.

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<v Speaker 1>It's getting good rest, it's reading the books that make me happy, it's going for the walks and having tea outside.

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<v Speaker 1>It's those little things that build up my reservoir.

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<v Speaker 1>And then I'm able to put all of my focus into doing the things that make the clients really successful.

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<v Speaker 1>And if my clients are happy, then I feel really good.

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<v Speaker 2>Excellent.

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<v Speaker 2>I love that In your mind.

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<v Speaker 2>What's the relationship between success and failures?

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<v Speaker 1>They're symbiotic, they go together.

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<v Speaker 1>I mean you can't have one without the other.

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<v Speaker 1>And I love failure.

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<v Speaker 1>I think failure is fantastic.

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<v Speaker 1>The amount of times I've failed in the past 12 years is astonishing.

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<v Speaker 1>But every time that I do, I have been able to pick myself up the ground a little bit faster and not have like the big dips and falls.

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<v Speaker 1>It's a little bit more steady now.

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<v Speaker 1>Obviously, as you kind of get used to it.

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<v Speaker 1>Nothing phases me really anymore.

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<v Speaker 1>You're like, oh okay, so that happened.

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<v Speaker 1>Okay, well, tomorrow we're going to do this as opposed to oh my God, that happened.

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<v Speaker 1>This is life-changing.

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<v Speaker 1>The world is over, my business is over and everybody hates me.

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<v Speaker 2>I just don't go down that road anymore.

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<v Speaker 2>First year of entrepreneurship where everything was like, oh my God Wow, oh my God Wow.

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<v Speaker 1>The emotional swings.

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<v Speaker 1>I swear I put my poor husband through it left, right and center.

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<v Speaker 2>But let's look at it as a marketer.

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<v Speaker 2>The vast majority of marketing fails.

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<v Speaker 2>You test and measure, and test and measure.

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<v Speaker 1>It's all experimental.

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<v Speaker 1>Yeah, I mean, and that's one of the reasons that when you're working, like I find, with marketing, the wrong client thinks you're going to come in with a strategy that's going to be a hundred percent successful right out of the gate, and and it's not.

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<v Speaker 1>And as soon as you have a failure as a marketer on a new team or with a new client, and that client's like you know, oh, this isn't working.

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<v Speaker 1>Like, come on, this is the long game.

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<v Speaker 1>Marketing is a long game, right?

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<v Speaker 1>So what?

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<v Speaker 1>So what doesn't work in the in the short term.

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<v Speaker 1>There's always something that you can do, and I love that about marketing.

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<v Speaker 1>It means it's ever changing.

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<v Speaker 1>Again, I hate being put into like a box, like a role.

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<v Speaker 1>So it allows me to evolve and change.

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<v Speaker 1>And I mean so it allows me to evolve and change.

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<v Speaker 1>And I mean the marketing we were doing back in 2013 is completely different than the marketing in 2024 or even 2025.

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<v Speaker 2>Dang.

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<v Speaker 2>I think the marketing I'm doing this month is different to the marketing I did last month.

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<v Speaker 2>It feels like, you know, I know the social media team keep telling me and they're young guys like, they're very young and they're like but this is what works now.

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<v Speaker 2>Young and they're like, but this is what works now.

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<v Speaker 2>This is the thing it's like.

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<v Speaker 2>Um, thinking back to lead generation, because that's really where we're going to focus in a lot today as to how do we create lists, build leads, how did that become your thing?

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<v Speaker 2>How did you get to be?

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<v Speaker 2>That's my thing?

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<v Speaker 2>That's what I'm gonna do and that's what I'm great at.

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<v Speaker 1>Okay.

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<v Speaker 1>So this actually goes back to the job I had before.

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<v Speaker 1>I was even an entrepreneur.

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<v Speaker 1>I was working in a big box retailer and I got injured really badly and so I couldn't perform my job and they put me on modified duties and they stuck me in a little office in the back where the trucks were dropping off, you know, produce and stuff it's called receiving.

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<v Speaker 1>And they gave me a list, like on a printout, like a Dolly printer printout, of all of the members of this big box store and they said call them and renew them, get them to renew their memberships.

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<v Speaker 1>And what I started seeing in this database of leads was repetition.

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<v Speaker 1>I kept seeing the same names over and over and over again, and my brain does that naturally.

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<v Speaker 1>I noticed patterns and I was like, oh my God, like Joe Blow has six accounts, why does he have six accounts?

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<v Speaker 1>That means that our numbers are inflated.

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<v Speaker 1>And this particular company your marketing budget was allocated to you by how many leads you had in the system.

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<v Speaker 1>Okay, and so if you had one, if you had a hundred thousand people in your system as your leads, this was your budget and you only had, like you know, 31 cents per lead or something.

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<v Speaker 1>But if you had 60,000 in your system, then you know you had a different marketing budget.

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<v Speaker 1>And so I spent the actual next two or three years cleaning up that system completely for that particular warehouse.

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<v Speaker 1>And then the company took my system and rolled it out company wide.

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<v Speaker 1>Okay, so that was the first like wow, okay, databases, you know, leads, people, all this kind of stuff.

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<v Speaker 1>And when I left corporate, or left that job and then left corporate, I actually became a VA on Fiverr.

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<v Speaker 1>So I had this big I was up here and then I had this big fall and cause, you know, trying out to be being an entrepreneur, you're going to do anything.

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<v Speaker 1>I would have cleaned toilets with a toothbrush, didn't matter what it took.

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<v Speaker 1>And I became a VA on Fiverr.

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<v Speaker 1>I was making $4.33 a gig and somebody hired me and said, hey, I work for a big time coach in the States who teaches summits and lead gen Can you do some research on some potential speakers?

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<v Speaker 1>And I said I need to know more.

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<v Speaker 1>She showed me everything about summits and lead gen.

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<v Speaker 1>And I said I need to know more.

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<v Speaker 1>She showed me everything about summits and lead gen and I quickly caught onto it, saw a huge amount of opportunities and like, okay, you guys are doing it about 60% right, but the rest of it is completely wrong, and I'm going to develop my own system on how to do it.

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<v Speaker 1>And that's how it all started.

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<v Speaker 2>All right.

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<v Speaker 2>So let's start then List injection method, explain it, then we'll get into some detail around how people can learn from what you've done and get much better results.

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<v Speaker 1>Absolutely.

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<v Speaker 1>Think about your lead magnets, right?

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<v Speaker 1>So your PDFs, your courses, your downloads, those are your onesies and twosies for most people.

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<v Speaker 1>Every day you might get a couple of people downloading it and adding to your list, right?

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<v Speaker 1>So, over 365 days, if you get a couple onesies and twosies, that means you get, you know, maybe four or 500 people from the lead magnet.

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<v Speaker 1>Maybe when you do a list injection, you're compressing the amount of time that you're actually attracting leads and therefore you're creating a bigger impact.

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<v Speaker 1>So you're getting, you're getting two, 3000 leads in a 90 or 120 day period, which benefits you if you're doing a launch.

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<v Speaker 1>So imagine that your PDF got you somebody in January but you didn't launch until April.

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<v Speaker 1>That's a big swath of time that they're not connecting with you if you don't have that done properly.

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<v Speaker 1>Whereas with the list injection method, from the inception of the idea to the completion of the idea is usually 128 days sorry, 120 days and you're getting people on your list within about a 30 to 40 day span.

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<v Speaker 1>You're creating a ton of you know, interest and trust and understanding of you.

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<v Speaker 1>So when you go to make your offer, not only do you have two, three, 4,000, god knows whatever amount of new people on your list.

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<v Speaker 1>But you've built that trust that when you make your offer, you close more.

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<v Speaker 2>Yeah, jay, I was chatting with some of my team recently and we've almost gone to this whole seasonal offers sort of thing, rather than a standing offer and marketing all day, every day.

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<v Speaker 2>It's like why don't we just market twice a year and get enough people in twice a year and then we don't have to worry about it the rest of the year type thing?

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<v Speaker 2>Is that something that you stumbled upon, created?

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<v Speaker 2>How did you get to that thinking?

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<v Speaker 2>What led to it?

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<v Speaker 1>So it came from.

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<v Speaker 1>Actually, again processing data, I've done about 420 summits, produced, created my own run, strategized that many, and so when I got to about 180 to 200 summits, I noticed these trends, and so what I was seeing is that we had to compress the amount of time that a summit was taking place.

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<v Speaker 1>Instead of a 21 day summit, which was the norm, we had to cut it down to about three or four days because people were losing interest.

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<v Speaker 1>And then I was also seeing this data that they were seasonal.

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<v Speaker 1>So, depending on where you are in the world, whatever hemisphere, spring and fall seem to work.

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<v Speaker 1>Right.

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<v Speaker 1>It coincides with different holidays, it coincides with different things, with kids being in school or summer vacation and so on.

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<v Speaker 1>So if you do a list, build and bookend it spring and fall, it seems to work a lot better than if you do it over.

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<v Speaker 1>Build and bookend it spring and fall.

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<v Speaker 1>It seems to work a lot better than if you do it over, like Christmas time, or if you do it during a North American summer.

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<v Speaker 1>Right, and that's just kind of how it works.

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<v Speaker 1>It's very cyclical and it seems to be quite natural.

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<v Speaker 1>So we have to kind of like follow those rhythms versus trying to like, fit in or create a new one where nobody's going to show up.

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<v Speaker 2>So let's take a look at the 120 days then.

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<v Speaker 2>What are we doing in that first 30 days of that process?

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<v Speaker 2>What is it that's happening?

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<v Speaker 2>That's the runway.

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<v Speaker 1>Okay, so I call that part the runway, and so there's two different things that are happening.

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<v Speaker 1>We're building the strategy and I'm figuring out what it is that you're trying to accomplish at the end of it.

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<v Speaker 1>So we're always looking at the end goal and we're working our way backwards, and so we're looking at what that end goal is and we're starting to build a strategy that feels really cohesive.

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<v Speaker 1>Additionally, because it's the runway, you're not ignoring your social media.

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<v Speaker 1>You're actually talking about the process.

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<v Speaker 1>You're letting people behind the curtain and showing them what building a summit is really like.

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<v Speaker 1>What is it meaning for you?

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<v Speaker 1>How is it impacting you or your team?

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<v Speaker 1>What does it mean when you're traveling and you're on the road and you have to do interviews right?

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<v Speaker 1>So not only are you engaging with your social media, but you're also creating connections with them and also your potential speakers.

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<v Speaker 1>So summits can feel very transactional, and we have to remove that transactional feeling.

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<v Speaker 1>If you have connection to your speakers, if you have connection to your audience, then when it comes time for you to actually promote the summit, your speakers will be more willing to promote and your potential leads are more likely to sign up.

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<v Speaker 1>So we really use that runway that 30-day period really really well yeah.

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<v Speaker 2>So from runway we step into what's next.

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<v Speaker 2>So from runway we step into what's next?

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<v Speaker 1>So runway, then we go into actual building, right?

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<v Speaker 1>So in the next 30 days we're building out the funnels, we're building out all of the ancillary and background details that will actually fuel the fire of this whole event, right?

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<v Speaker 1>And so everything I usually love to have done about 45 days to 50 days before the summit launches, and so I do give myself like a five or seven day breathing window just to test everything, make sure there's no big boo-boos and everything, and we're making sure that no stone is left unturned.

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<v Speaker 1>I always think if we can get somebody into your ecosystem by registering for a summit or even looking at an ad, then I can retarget and once they're in, then I can keep them within the ecosystem and I make sure that there's no leaks, right, because people leak out everywhere.

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<v Speaker 1>I try and get the leaks down to like under 20%, and so the summits that I like to host, the conversion rate, or the registration rate, is usually between 60 and 80%, and then the conversion to a VIP.

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<v Speaker 1>I like to get it over 35%, and that takes a lot of work.

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<v Speaker 1>So that's what that time period is it's making sure that nobody leaks out.

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<v Speaker 2>Can we just define for everyone how you see the VIP status, because we're getting into the monetization side of it now.

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<v Speaker 1>Absolutely, and these words are interchangeable the VIP and allcess pass.

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<v Speaker 1>But that VIP all-access pass is a make or break, because if you just cobble a whole bunch of gobbledygook together, it's really not going to speak to your audience and it's not helpful.

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<v Speaker 1>And so you've really got to craft something that feels incredibly helpful and, depending on your end goal in mind, if it's a $25,000 mastermind, it's a completely different VIP than if it's a $500 course, right.

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<v Speaker 1>And so all of that is crafted ahead of time and then it becomes a no-brainer.

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<v Speaker 1>The price needs to be a no-brainer and what's in it needs to be a no-brainer to support the person.

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<v Speaker 2>What's the current no-brainer price in your mind?

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<v Speaker 1>That depends on the client.

00:15:26.130 --> 00:15:40.962
<v Speaker 1>Again, if we use the model that I've been talking about, if it's a $25,000 mastermind, then the no-brainer price can be something like $297 to up to $497, because you're looking at a higher revenue per potential client If you have a $500 course potential client.

00:15:40.962 --> 00:15:47.725
<v Speaker 1>If you have a $500 course, the no-brainer price is anywhere between $47 and $97.

00:15:47.725 --> 00:15:51.947
<v Speaker 1>And so it really depends on your audience and you have to know that audience incredibly well.

00:15:52.668 --> 00:15:52.888
<v Speaker 2>Yeah.

00:15:52.888 --> 00:15:54.849
<v Speaker 2>So let's then take a look.

00:15:54.849 --> 00:15:56.950
<v Speaker 2>We've done the runway, we've done the build.

00:15:56.950 --> 00:16:04.514
<v Speaker 2>What are the key components in that runway segment that makes a great event?

00:16:04.514 --> 00:16:06.815
<v Speaker 2>You know, is it picking the right speakers.

00:16:06.815 --> 00:16:09.937
<v Speaker 2>How does that come together to pick a great event?

00:16:09.937 --> 00:16:12.677
<v Speaker 2>And then we'll go into how do we pick great VIP stuff.

00:16:14.279 --> 00:16:15.585
<v Speaker 1>Sure, no problem.

00:16:15.585 --> 00:16:19.720
<v Speaker 1>The runway period is it's got multiple stages.

00:16:19.720 --> 00:16:21.663
<v Speaker 1>Three ways of making this better.

00:16:21.663 --> 00:16:26.682
<v Speaker 1>One is building relationships with your potential speakers or your chosen speakers.

00:16:26.682 --> 00:16:35.780
<v Speaker 1>Everybody has their little Rolodex of people they want on their event, and then you should always be looking outside of your current realm of people that you've never met before.

00:16:35.780 --> 00:16:39.412
<v Speaker 1>That should be a speaker, right, and so you have to develop those relationships.

00:16:39.412 --> 00:16:43.410
<v Speaker 1>And if you remember a little bit earlier, I said summits can feel very transactional.

00:16:43.410 --> 00:16:47.190
<v Speaker 1>You need to really work hard to make it non-transactional.

00:16:47.190 --> 00:16:52.825
<v Speaker 1>You don't get on with a speaker and just say, hey, I'm hosting a summit, I kind of want you on what can you give me?

00:16:52.825 --> 00:16:53.947
<v Speaker 1>Here's what I'll give you.

00:16:53.947 --> 00:16:56.033
<v Speaker 1>All right, great, see you on the interview.

00:16:56.033 --> 00:16:57.807
<v Speaker 1>That's not building a relationship.

00:16:57.807 --> 00:16:59.687
<v Speaker 1>That is incredibly transactional.

00:17:00.880 --> 00:17:04.009
<v Speaker 2>I've never been asked that, yes, I have and no, I didn't do it.

00:17:09.880 --> 00:17:10.181
<v Speaker 1>I had a client.

00:17:10.181 --> 00:17:10.743
<v Speaker 1>I got to tell you this, brad.

00:17:10.743 --> 00:17:11.869
<v Speaker 1>I had a client once years ago that brought me on board.

00:17:11.869 --> 00:17:12.755
<v Speaker 1>They were already past the runway period.

00:17:12.755 --> 00:17:18.588
<v Speaker 1>They were, they were already in the building stage and I realized that they weren't interviewing their speakers.

00:17:18.588 --> 00:17:28.114
<v Speaker 1>They were on, they were saying hey and doing an onboarding call and then they had hired a professional interviewer to do the interview for them.

00:17:28.114 --> 00:17:30.628
<v Speaker 1>They'd hired a podcast speaker to do the interviews.

00:17:30.628 --> 00:17:35.731
<v Speaker 1>So when the speaker came on to actually do their interview, they're like whoa, where's the host?

00:17:35.731 --> 00:17:36.785
<v Speaker 1>And they're like no, no, no, it's me.

00:17:36.785 --> 00:17:39.682
<v Speaker 1>And it just killed all the relationship.

00:17:39.682 --> 00:17:47.089
<v Speaker 1>And when we went to promote it, none of the speakers promoted because they felt like the speaker or the host didn't care enough to show up for the interview.

00:17:47.631 --> 00:17:48.711
<v Speaker 2>Yeah, it's important.

00:17:48.711 --> 00:17:50.053
<v Speaker 2>How many speakers?

00:17:50.053 --> 00:17:51.815
<v Speaker 2>What's the current range?

00:17:51.815 --> 00:17:52.895
<v Speaker 2>What works best now?

00:17:58.160 --> 00:17:59.964
<v Speaker 1>Anywhere between 32 to 40 is really where it's at right now.

00:17:59.984 --> 00:18:01.990
<v Speaker 1>It used to be 21 speakers, but I'll give you my reasoning behind it.

00:18:01.990 --> 00:18:12.991
<v Speaker 1>If you have 31 and say three or four don't promote which, by the way, is really really normal and you almost can't, you know, you just can't get away from it Then you're in your high 20s.

00:18:12.991 --> 00:18:18.664
<v Speaker 1>If you have 21 speakers and four people decide not to promote, now you're in the high teens and you're killing your lead gen.

00:18:18.664 --> 00:18:30.836
<v Speaker 1>There is a diminishing returns if you go over 40, because then it's just like a ton of work for your team and you do not get the amount of people out of it that you think you will.

00:18:30.836 --> 00:18:32.116
<v Speaker 1>So don't do it.

00:18:32.116 --> 00:18:43.310
<v Speaker 1>And additionally, if I can pop this in here, don't go for like the huge big speakers with the massive, incredible lists.

00:18:43.310 --> 00:19:01.954
<v Speaker 1>You can have a couple of those but don't fill your whole summit with it, because the data says and I accumulate all this after 420 summits that you actually get more leads, and really good, warm leads, from people who have a list range between, honestly, like 400 up to like 9,000.

00:19:02.441 --> 00:19:05.009
<v Speaker 2>Yeah, they're the people that haven't used marketing to build their list.

00:19:05.009 --> 00:19:11.540
<v Speaker 2>Their list has been built organically in most cases for that group They've not done advertising type thing.

00:19:11.540 --> 00:19:16.330
<v Speaker 2>So okay, 32 odd people three days.

00:19:16.330 --> 00:19:18.234
<v Speaker 2>Is there a naming thing?

00:19:18.234 --> 00:19:21.402
<v Speaker 2>Should you name it a certain way?

00:19:21.402 --> 00:19:24.730
<v Speaker 2>How do you put it together in the mind of the customer, type thing?

00:19:31.980 --> 00:19:35.709
<v Speaker 1>I always tell the client to imagine this as a reoccurring opportunity, like a reoccurring summit, and so I never say to create a one-off title.

00:19:35.709 --> 00:19:44.604
<v Speaker 1>So, as an example, one of my clients is running a summit in February of 2025, and it's the Podcasting Profit Summit, which means every year we can run another podcasting profit summit.

00:19:44.604 --> 00:19:49.993
<v Speaker 1>Right, my good friend, katie Brinkley has a summit called the um the social profit lab.

00:19:49.993 --> 00:19:57.972
<v Speaker 1>Okay, and so that's a reoccurring summit that we can run because the title is, and then you have your tagline.

00:19:57.972 --> 00:20:04.346
<v Speaker 1>So create like a, a, a title for the summit that people will remember and you can repurpose, and then you can always change the tagline every year or twice a year.

00:20:04.988 --> 00:20:05.689
<v Speaker 2>Love it, love it.

00:20:05.689 --> 00:20:10.061
<v Speaker 2>So for me, like you're convincing me very much, I should do the big success summit.

00:20:10.061 --> 00:20:15.092
<v Speaker 2>You know it'll be the the annual event of, of success, and uh.

00:20:15.512 --> 00:20:15.593
<v Speaker 1>I'm.

00:20:15.593 --> 00:20:35.148
<v Speaker 1>I'm doing my darndest.

00:20:35.148 --> 00:20:36.288
<v Speaker 1>I hope it's working so okay.

00:20:36.288 --> 00:20:39.671
<v Speaker 1>Um, any other things about packaging the product that we should be thinking about in that early runway stage?

00:20:39.671 --> 00:20:56.778
<v Speaker 1>If you have an established business where you have a podcast, where you have things that you can leverage like a mastermind, or you have courses and all this kind of stuff, then you can actually look at getting sponsors, and sponsors are potential speakers, they're companies, they're relationships that you currently have.

00:20:56.778 --> 00:21:10.513
<v Speaker 1>One of the summits that I did for a client of mine last year, we had $40,000 in sponsorships and I just participated in a summit and you're not going to believe this, but we had a million dollars in sponsorships.

00:21:12.082 --> 00:21:17.893
<v Speaker 2>I can believe that I can understand it because, look, there's companies with a lot of money and they need to reach a target audience.

00:21:17.893 --> 00:21:19.105
<v Speaker 2>It's their marketing budget.

00:21:19.105 --> 00:21:24.516
<v Speaker 2>It's easier for them to sponsor your summit than run one for themselves.

00:21:25.258 --> 00:21:37.010
<v Speaker 1>It is is actually, and because the leads in a summit are so warm, then your chances, like your marketing dollars, go further by sponsoring in a summit and it's really vastly untouched at this point still.

00:21:37.010 --> 00:21:42.653
<v Speaker 1>And so with some of my clients we are doing sponsorships and we are seeing great success with it.

00:21:42.653 --> 00:21:52.189
<v Speaker 1>We're also doing sponsorships with a lot of SaaS companies so that the SaaS company can be like oh, by the way, we're, we're providing all the software for the summit.

00:21:52.189 --> 00:21:58.355
<v Speaker 1>We're providing all of the you know, we're providing the microphone that the host is using to interview the guests.

00:21:58.355 --> 00:22:00.040
<v Speaker 1>We're providing, you know, all this kind of stuff.

00:22:00.040 --> 00:22:02.104
<v Speaker 1>And we even have like giveaways, like you know.

00:22:02.104 --> 00:22:05.729
<v Speaker 1>Sure, mike is going to give us three mics to give away, or you know.

00:22:05.729 --> 00:22:12.765
<v Speaker 1>So, on and so forth, and it's really limitless what you can do and who can be a sponsor, and it's fantastic.

00:22:12.765 --> 00:22:14.347
<v Speaker 1>I love that part.

00:22:14.347 --> 00:22:16.633
<v Speaker 1>So that's really built into the runway piece.

00:22:17.619 --> 00:22:21.865
<v Speaker 1>And then the other thing to consider again end goal in mind product that you're trying to sell.

00:22:21.865 --> 00:22:24.209
<v Speaker 1>What does it take to sell that product?

00:22:24.209 --> 00:22:28.074
<v Speaker 1>So, as a, I'm going to use my same example $25,000, mastermind.

00:22:28.074 --> 00:22:38.827
<v Speaker 1>It takes a sales call right, 5,000 or sorry, $500, course most likely just needs a sales page.

00:22:38.827 --> 00:22:40.733
<v Speaker 1>So to sell a $25,000 mastermind, you need to have a sales call.

00:22:40.733 --> 00:22:41.676
<v Speaker 1>You can build that into your VIP right.

00:22:41.676 --> 00:22:47.605
<v Speaker 1>You can offer a VIP sales call and that'll get you more potential people to speak to to sell Fantastic Right.

00:22:47.605 --> 00:22:50.981
<v Speaker 1>And with the course oh sorry, pardon me, no, no, go keep going.

00:22:50.981 --> 00:23:04.809
<v Speaker 1>I was going to say with the course, what you can do is if your summit's a three-day summit, on day four you host an interactive workshop that speaks to the one or two things that your course can fix and you sell from that.

00:23:04.809 --> 00:23:09.567
<v Speaker 1>It's like a live webinar, interactive, and that's how I can sell a $500 course.

00:23:09.989 --> 00:23:11.932
<v Speaker 2>Brilliant, brilliant VIP.

00:23:11.932 --> 00:23:17.071
<v Speaker 2>What's some of the key things to put in a VIP and what are some of the things I should leave out of VIP?

00:23:17.880 --> 00:23:19.787
<v Speaker 1>Leave out the kitchen sink and everything that goes with it.

00:23:19.787 --> 00:23:26.320
<v Speaker 1>So don't have the really ridiculous PDFs that will do nothing except sit on somebody's desktop.

00:23:26.320 --> 00:23:31.532
<v Speaker 1>Make sure that everything in there is curated and specifically meant to support.

00:23:31.532 --> 00:23:41.980
<v Speaker 1>So, uh, some of the you know some of the summits I've done in the past where you've had a uh sort of like a VIP bundle curated from the other speakers that are on the event and they'll give a gift.

00:23:41.980 --> 00:23:50.280
<v Speaker 1>It's almost like infusing a bundle giveaway within a summit, which is a cool idea, by the way, and that sometimes works, but it depends on the audience.

00:23:50.280 --> 00:23:55.032
<v Speaker 1>Some audiences only want specific things like they'll want.

00:23:55.032 --> 00:24:01.295
<v Speaker 1>Like they'll want 30 days access to your membership, right, so that's a really great way of selling.

00:24:01.295 --> 00:24:04.063
<v Speaker 1>Like a nine dollar membership is giving people 30 days access.

00:24:04.063 --> 00:24:16.634
<v Speaker 1>Again, it is so bespoke, depending on what it is, that you're selling off the back end, and each VIP needs to be different, but everybody should avoid just throwing crap in there for the sake of putting crap in there.

00:24:17.701 --> 00:24:28.828
<v Speaker 2>You know, there was a great book called the Retention Point and he said you know what, when people are thirsty, a glass or a bottle of water is really important, but they don't need an ocean.

00:24:28.828 --> 00:24:38.343
<v Speaker 2>You can overwhelm people with just too much stuff and then they feel bad because they haven't read those PDFs or read the eBooks you sent them, type thing.

00:24:38.343 --> 00:24:41.290
<v Speaker 2>So, yeah, it's got to be enough that they use it and that sort of thing.

00:24:41.290 --> 00:24:50.613
<v Speaker 2>So, when it comes to marketing, we want our other speakers promoting any keys to getting them to promote, to get your other speakers promoting the event.

00:24:53.000 --> 00:25:07.109
<v Speaker 1>Hmm, okay, so we want to talk about how to get them to promote, how to make them promote, yeah, yeah, I mean, it's like building a relationship is one part of it, but I imagine you've got to make it super easy for them, give them all of the tools.

00:25:08.492 --> 00:25:13.751
<v Speaker 1>I do and I actually have a little secret weapon and that is the speaker kickoff call.

00:25:13.751 --> 00:25:17.810
<v Speaker 1>So I was noticing with my clients that the speakers were not promoting.

00:25:17.810 --> 00:25:22.491
<v Speaker 1>We were actually seeing something in the range of about 15% of all speakers weren't promoting.

00:25:22.491 --> 00:25:27.266
<v Speaker 1>To me that's completely unacceptable and again, that was that feeling of transactional.

00:25:27.266 --> 00:25:43.064
<v Speaker 1>So we created the speaker kickoff call and then I infused a networking piece into it and so all of the speakers attend a call, as many as possible, and you really create a networking piece so people can get hey, brad's a speaker, I'm a speaker, I want to get on Brad's podcast.

00:25:43.064 --> 00:25:48.313
<v Speaker 1>Brad's looking for speakers to be on his podcast, awesome exchange and things like that.

00:25:48.313 --> 00:25:59.259
<v Speaker 1>So I actually have everybody fill out a spreadsheet of who they are, what they do and what do they want and then everybody just kind of like starts trading and yeah, so that's really really cool and that gets people to promote.

00:25:59.519 --> 00:26:05.604
<v Speaker 1>Oddly, the other thing that works really really well is the stupid simple button right Everything at your fingertips.

00:26:05.604 --> 00:26:07.486
<v Speaker 1>But that's not enough.

00:26:07.486 --> 00:26:11.008
<v Speaker 1>You still have people who will not promote.

00:26:11.008 --> 00:26:13.130
<v Speaker 1>You still have people who are like the dog ate my homework.

00:26:13.130 --> 00:26:15.010
<v Speaker 1>I never got the promotional file.

00:26:15.010 --> 00:26:16.731
<v Speaker 1>I never, you know.

00:26:16.731 --> 00:26:17.972
<v Speaker 1>Oh, this didn't fit.

00:26:17.972 --> 00:26:19.273
<v Speaker 1>I said I'd promote on the fifth.

00:26:19.273 --> 00:26:21.335
<v Speaker 1>I didn't do it.

00:26:21.335 --> 00:26:22.036
<v Speaker 1>What am I going to do?

00:26:22.036 --> 00:26:24.758
<v Speaker 1>And so there's two ways of looking at it.

00:26:24.758 --> 00:26:29.590
<v Speaker 1>Do you want to have consequences or do you want to create opportunity?

00:26:29.590 --> 00:26:35.705
<v Speaker 1>If you create consequences and say, brad, if you don't promote, I'm kicking you off, that's one way to approach it.

00:26:35.705 --> 00:27:17.989
<v Speaker 1>If you look at the other way of it and being like, hey, you know what I'm going to do, it no-transcript consequences to create an opportunity for somebody to step up yeah, yeah.

00:27:18.410 --> 00:27:25.567
<v Speaker 2>So are you creating affiliate systems with the speakers in most cases, or affiliate monetary share in most cases, or not doing that at this point?

00:27:31.535 --> 00:27:32.076
<v Speaker 1>Yes, 100%.

00:27:32.076 --> 00:27:34.906
<v Speaker 1>I'd say that happens about 99% of the time, and that is for link tracking purposes, but also for rev share.

00:27:34.906 --> 00:27:37.596
<v Speaker 1>So if there is a VIP, you're usually doing either a 40% or a 50% rev share on that.

00:27:37.596 --> 00:27:47.837
<v Speaker 1>Sometimes people have a charity and they do about a 10% to the charity and 40% to their speaker, and so that also happens, and then sometimes even more.

00:27:47.837 --> 00:27:53.163
<v Speaker 1>So I mean, sometimes we'll actually institute a hey, you know what we have this like mastermind.

00:27:53.163 --> 00:27:58.007
<v Speaker 1>Afterwards If you can help us sell a couple seats, we'll throw you 10 grand or something like that.

00:27:58.007 --> 00:28:02.885
<v Speaker 1>Like we do make like really good opportunities for people and incentivize them.

00:28:03.207 --> 00:28:06.675
<v Speaker 2>Fantastic, strong affiliate program, all that Okay.

00:28:06.675 --> 00:28:12.959
<v Speaker 2>So marketing the event other than just through social and through that actually running ads, that sort of stuff?

00:28:12.959 --> 00:28:16.106
<v Speaker 2>Yes, no, what's working, what's not?

00:28:18.215 --> 00:28:22.625
<v Speaker 1>What's working is not beating people over the head, but what's working.

00:28:22.625 --> 00:28:28.136
<v Speaker 1>Quite honestly, blow over the head, but what's working.

00:28:28.136 --> 00:28:34.229
<v Speaker 1>Quite honestly, what's what's working is if you have a podcast, leveraging your pre, mid and post mostly pre and mid role ads work really, really well.

00:28:34.229 --> 00:28:40.135
<v Speaker 1>Facebook ads have shown kind of like, are showing a little bit of kindness to us at this particular moment in time.

00:28:40.135 --> 00:28:47.627
<v Speaker 1>I don't know why, but the algo was working for us, so we can usually get a pretty good um cost per lead.

00:28:47.627 --> 00:28:53.684
<v Speaker 1>Right now, cpl, and so we're seeing cpls that are sub five dollars, sub two dollars, which is great.

00:28:53.684 --> 00:28:58.261
<v Speaker 1>Great, because a year ago at this time it was thirty dollars oh, yeah, yeah.

00:28:58.362 --> 00:29:02.397
<v Speaker 2>And then an election cycle coming up, black friday, all those things.

00:29:02.397 --> 00:29:06.647
<v Speaker 2>That's why you go spring and fall, obviously because you don't want to compete with all of that stuff.

00:29:07.375 --> 00:29:12.787
<v Speaker 1>Oh yeah, I always tell my clients we never do a summit after the second week of November.

00:29:12.787 --> 00:29:19.915
<v Speaker 1>It is just it's not okay, it's not going to work, and then we don't come back on for summits until about February 1.

00:29:19.915 --> 00:29:24.184
<v Speaker 1>You're just literally throwing money away when you're doing ads that way.

00:29:24.184 --> 00:29:25.769
<v Speaker 1>So ads are working.

00:29:25.769 --> 00:29:27.440
<v Speaker 1>Podcast ads are working.

00:29:27.440 --> 00:29:32.535
<v Speaker 1>Podcast placement this is a strategy that a lot of people use and it is excellent.

00:29:32.535 --> 00:29:48.664
<v Speaker 1>If you have a podcast and you're launching a summit, the six weeks leading up to the summit launch, you should be infusing your podcast with your summit in some way, shape or form, either with your speakers as guests or talking about the event or something along those lines.

00:29:48.664 --> 00:29:56.616
<v Speaker 1>What did it mean for me when I built my summit and so on, like you know, background stuff and really lead people down that garden path towards the event?

00:29:56.616 --> 00:30:01.508
<v Speaker 1>Because social media is just not working at the level, and if it is, it's LinkedIn.

00:30:01.508 --> 00:30:02.659
<v Speaker 1>Linkedin is working.

00:30:03.903 --> 00:30:09.922
<v Speaker 2>Yeah, linkedin's a strange one because Facebook people are on there 45 to 60 minutes a day.

00:30:09.922 --> 00:30:15.240
<v Speaker 2>Linkedin people are on there 45 to 60 minutes a month, sort of thing.

00:30:15.240 --> 00:30:19.249
<v Speaker 2>It's a crazy one, but when they do get on there they're very attracted.

00:30:19.249 --> 00:30:25.124
<v Speaker 2>Sales cycle what's the timing from go to woe of?

00:30:25.124 --> 00:30:26.586
<v Speaker 2>When do you start ads?

00:30:26.586 --> 00:30:29.277
<v Speaker 2>30 days out, 45, 10 days out?

00:30:29.277 --> 00:30:31.923
<v Speaker 2>When do you start social marketing, et cetera?

00:30:31.923 --> 00:30:33.386
<v Speaker 2>You mentioned six weeks there.

00:30:33.386 --> 00:30:36.981
<v Speaker 2>Is that the timeframe or how do you plan that?

00:30:37.964 --> 00:30:39.106
<v Speaker 1>Do I have an unlimited budget?

00:30:39.106 --> 00:30:40.096
<v Speaker 1>Because I'll tell you the answer.

00:30:40.096 --> 00:30:49.509
<v Speaker 1>But if I have a specific budget, then I'd like to run some ads that are going to get me in front of my ideal client in advance.

00:30:49.509 --> 00:30:51.722
<v Speaker 1>So I'm talking six weeks before the launch, right?

00:30:51.722 --> 00:31:02.494
<v Speaker 1>So sending that to whatever can send it to a blog post, you can set it to a landing page, it doesn't matter to me, as long as we're sort of feeding the pixel with some new potential people.

00:31:02.494 --> 00:31:06.323
<v Speaker 1>And as long as we can feed that pixel, then we can retarget and we can actually hone in.

00:31:06.323 --> 00:31:09.288
<v Speaker 1>That's how we're getting those really low cost per lead prices.

00:31:10.411 --> 00:31:25.440
<v Speaker 1>You're really doing your summit proper promo about three weeks out, okay, so as long as ads are starting three weeks out, you're usually starting with between six to nine ad sets, right, you're whittling down to the ones that work the best.

00:31:25.440 --> 00:31:29.541
<v Speaker 1>I'll tell you right now video carousels, all those kinds of things work really really well.

00:31:29.541 --> 00:31:32.884
<v Speaker 1>And quote posts those are all working as well.

00:31:32.884 --> 00:31:34.422
<v Speaker 1>But you really start to whittle down.

00:31:34.422 --> 00:31:41.358
<v Speaker 1>So you start big, you whittle in and by the time you go close to launch, you know the days before you're usually down to about four, three, four.

00:31:41.799 --> 00:31:44.726
<v Speaker 2>Got it Even for a three-day event.

00:31:44.726 --> 00:31:47.877
<v Speaker 2>People only need three weeks to get booked in and ready for it.

00:31:49.201 --> 00:31:50.784
<v Speaker 1>Yes, that's normal.

00:31:50.784 --> 00:31:56.737
<v Speaker 1>I mean, I've done like 50 days out, I've done 40 days out.

00:31:56.737 --> 00:32:04.986
<v Speaker 1>That starts to feel a little bit repetitive and people start to feel like, okay, I've heard about this enough, so three weeks seems to be the sweet spot.

00:32:04.986 --> 00:32:09.138
<v Speaker 1>Like, okay, like I've heard about this enough, so three weeks seems to be the sweet spot.

00:32:09.138 --> 00:32:13.807
<v Speaker 1>Now, with with 31 speakers, or 32 speakers, you have your speaker kickoff call four weeks before launch.

00:32:13.807 --> 00:32:25.497
<v Speaker 1>Right, you show them all the promo materials, you get them all ready and then you try and at least give them that week that you know, from week four down to week three to get ready, and then they should be promoting.

00:32:26.057 --> 00:32:39.782
<v Speaker 1>If you go the standard two-week promo because a lot of people don't do my method, they do two-week promo technically you get one week of promo because the speakers will absolutely flub that first week right and they'll scoff off and they won't do the thing.

00:32:39.782 --> 00:32:45.181
<v Speaker 1>And then obviously you've only got like seven days and then you're panicking because you're like, oh my gosh, they're not promoting.

00:32:45.181 --> 00:32:52.824
<v Speaker 1>But I will tell you that you will see the biggest surge in your registrations if you've done it right About 72 hours out to the day before.

00:32:52.824 --> 00:32:54.760
<v Speaker 1>It's crazy isn't it.

00:32:54.815 --> 00:33:00.881
<v Speaker 1>And you will pull out all the hair that you can, leading up to that thinking nobody's going to promote, and then you see this massive surge.

00:33:00.881 --> 00:33:02.097
<v Speaker 1>It's like the hockey stick.

00:33:02.539 --> 00:33:06.550
<v Speaker 2>Living here in Vegas we're used to the last minute people buying tickets for things.

00:33:06.751 --> 00:33:07.714
<v Speaker 1>It's like just the way it is.

00:33:07.714 --> 00:33:08.880
<v Speaker 1>Yeah, it's the same thing.

00:33:08.880 --> 00:33:10.099
<v Speaker 1>It's the same thing.

00:33:10.855 --> 00:33:14.425
<v Speaker 2>So the three days of the event.

00:33:14.425 --> 00:33:15.980
<v Speaker 2>How does that normally run?

00:33:15.980 --> 00:33:16.824
<v Speaker 2>How does it feel?

00:33:16.824 --> 00:33:19.002
<v Speaker 2>Do you have a host of it?

00:33:19.002 --> 00:33:20.942
<v Speaker 2>How do you break that up, sort of thing.

00:33:21.875 --> 00:33:27.897
<v Speaker 1>There's so many different ways you can do it, but the standard is that you create a story arc right.

00:33:27.897 --> 00:33:32.938
<v Speaker 1>So whatever the summit is about and whatever you're selling off the back end, again we work backwards, right.

00:33:32.938 --> 00:33:41.086
<v Speaker 1>So you start, obviously, with the big problem and you work your way through, and for that that can mean, as an example, you want to start a podcast.

00:33:41.086 --> 00:33:46.455
<v Speaker 1>Well then, day one is all the people who are going to talk about the success a podcast can bring.

00:33:46.455 --> 00:33:50.405
<v Speaker 1>Day two is all of the different software or things that you might need to know.

00:33:50.405 --> 00:33:51.936
<v Speaker 1>And day three is how to grow the show.

00:33:51.936 --> 00:33:52.739
<v Speaker 1>Right.

00:33:52.739 --> 00:34:03.077
<v Speaker 1>So you've created a story arc to help them get from the idea of creating a podcast to the completion of it, where I feel confident to build one, and then your program, product or service will help me make it happen.

00:34:03.077 --> 00:34:05.842
<v Speaker 1>Right, so it all has to kind of gel.

00:34:07.703 --> 00:34:08.405
<v Speaker 2>Love the story.

00:34:08.405 --> 00:34:13.811
<v Speaker 2>The host brings people in and out and is Zoom, the main platform.

00:34:13.811 --> 00:34:15.378
<v Speaker 2>What are we doing for most of this?

00:34:15.500 --> 00:34:16.663
<v Speaker 1>To your heart's content, okay.

00:34:16.663 --> 00:34:20.364
<v Speaker 1>So there's actually a platform that I love, which is Mac specific.

00:34:20.364 --> 00:34:23.695
<v Speaker 1>It's called Ecamm Live and it does 4k video.

00:34:23.695 --> 00:34:24.797
<v Speaker 1>I think it's wonderful.

00:34:24.797 --> 00:34:25.882
<v Speaker 1>I love using it.

00:34:25.882 --> 00:34:30.222
<v Speaker 1>Now you can use Riverside, you can use any of the different platforms to create this.

00:34:31.385 --> 00:34:38.458
<v Speaker 1>For the most part, you should be pre-recording, because if you do it live, you're opening yourself up not only to a complete and utter exhaustion.

00:34:38.458 --> 00:34:43.148
<v Speaker 1>32 live interviews over three days will kill you, so don't do it.

00:34:43.148 --> 00:34:50.684
<v Speaker 1>I suggest, for the most part, doing pre-recorded and then, like infusing your event with some live interactive pieces.

00:34:50.684 --> 00:35:05.239
<v Speaker 1>And then you, as the host, you have to create a transfer of credibility from your speakers to you, and so, in order to do that, you need to infuse yourself into your summit, and that could be, from you know, first thing in the morning, doing your own keynote.

00:35:05.239 --> 00:35:10.315
<v Speaker 1>It could be getting on at seven o'clock at night and doing a live with everybody you know.

00:35:10.315 --> 00:35:21.744
<v Speaker 1>Grab your wine and get online if people like to drink, whatever it is, but you have to infuse yourself in a way that makes sense, and that's going to be different in pretty much every summit, but standardly, make sure you're in your summit every single day.

00:35:21.744 --> 00:35:23.677
<v Speaker 1>Well, hey there, and thanks for listening.

00:35:23.918 --> 00:35:28.847
<v Speaker 2>I've noticed that 78% of you are brand new, which means you haven't hit the subscribe button yet.

00:35:28.847 --> 00:35:37.199
<v Speaker 2>By subscribing, you help us bring on even better guests, better quality content and serve you better with even more podcasts.

00:35:37.199 --> 00:35:38.242
<v Speaker 2>So please hit that subscribe button.

00:35:38.242 --> 00:35:39.445
<v Speaker 2>It only takes a second.

00:35:39.445 --> 00:35:40.916
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00:35:40.916 --> 00:35:46.929
<v Speaker 2>If you support us, we're going to support your success and help you achieve big success together.

00:35:46.929 --> 00:35:51.487
<v Speaker 2>Speaking of standards what days of the week, what times of the day?

00:35:53.596 --> 00:35:58.088
<v Speaker 1>Well, obviously, time zones I'm just going to speak to basically Eastern.

00:35:58.088 --> 00:36:09.068
<v Speaker 1>Most of the people I deal with are either in Pacific or Eastern, and then obviously in between we have Central Mountain, so we're dealing with a three hour time period for the most part in North America.

00:36:09.068 --> 00:36:21.498
<v Speaker 1>And so Mondays are out because Mondays everybody's having a little bit of a heartache that the weekend is over, and Fridays are out because we're already getting into weekend mode and we got to, you know, do all the things right.

00:36:21.498 --> 00:36:25.606
<v Speaker 1>And so Tuesday, wednesday, thursday are the best days, and having any live component depending on again your things right.

00:36:25.606 --> 00:36:28.728
<v Speaker 1>And so Tuesday, wednesday, thursday are the best days, and having any live component depending on, again, your audience, right.

00:36:28.748 --> 00:36:34.097
<v Speaker 1>So if you're talking to moms, it's going to be at a certain time of day when you're hoping kids are at school and or napping.

00:36:34.097 --> 00:36:36.730
<v Speaker 1>If you're talking about finance, it's going to be at night.

00:36:36.730 --> 00:36:42.286
<v Speaker 1>You're going to have your live stuff at night, after work, after dinner, when everybody's kind of like on their iPads.

00:36:42.286 --> 00:36:47.652
<v Speaker 1>You can get on with them because they're now ready to focus, but you can't do that during the day.

00:36:47.652 --> 00:36:52.465
<v Speaker 1>So, depending on your topic, that's going to dictate when you need to show up.

00:36:52.746 --> 00:36:54.016
<v Speaker 2>Yeah, and are you talking?

00:36:54.016 --> 00:36:57.485
<v Speaker 2>How long is each day running for on average?

00:36:57.485 --> 00:36:58.347
<v Speaker 2>Now, what's working?

00:36:59.835 --> 00:37:00.077
<v Speaker 1>Again.

00:37:00.077 --> 00:37:01.855
<v Speaker 1>So not running it like a conference, okay.

00:37:01.855 --> 00:37:09.876
<v Speaker 1>So not having it saying at 9 o'clock, you know, jenny's interview comes out and at 10 o'clock Brad's interview comes out, because that is going to exhaust people.

00:37:09.876 --> 00:37:10.458
<v Speaker 1>Nobody has time.

00:37:10.458 --> 00:37:15.744
<v Speaker 1>So because they're prerecorded, we're not going to fake and bake it and make it, you know, make people think it's live.

00:37:15.744 --> 00:37:22.867
<v Speaker 1>Uh, so we're going to send an email out every single morning with access to those days interviews and invite them to the live component.

00:37:22.867 --> 00:37:25.855
<v Speaker 1>They can watch them as they want to, on demand.

00:37:25.855 --> 00:37:28.240
<v Speaker 1>For a certain period you can limit it.

00:37:28.240 --> 00:37:34.326
<v Speaker 1>You can say day one's only available for 24 hours, or you can say day one's available for 72 hours, for the whole duration of the summit.

00:37:34.326 --> 00:37:39.266
<v Speaker 1>It's up to you and up to what you think your audience will like, enjoy or your goal.

00:37:39.266 --> 00:37:45.599
<v Speaker 1>So it's again not run like a conference because nobody's got time for that, unless they pay to go to a conference and then they expect it.

00:37:45.800 --> 00:37:51.244
<v Speaker 2>Yeah, so they can watch it anytime in that 24-hour period and get through Fantastic.

00:37:51.284 --> 00:37:51.664
<v Speaker 1>Exactly.

00:37:52.746 --> 00:37:53.166
<v Speaker 2>Love that.

00:37:53.166 --> 00:37:54.907
<v Speaker 2>That makes it so much simpler for people.

00:37:54.907 --> 00:37:59.831
<v Speaker 2>Yeah, yeah, exactly what made you change from running it like a conference to that?

00:38:04.510 --> 00:38:05.215
<v Speaker 1>What made the shift?

00:38:05.215 --> 00:38:07.795
<v Speaker 1>It's always the data right.

00:38:07.795 --> 00:38:22.929
<v Speaker 1>So what I was seeing is that when we were running it like a conference, we were like the first two interviews of the day had the most amount of people and then it dropped off completely and so you'd have 150 or 200 or 300 people on the first interview live and then by noon you had maybe 15, right.

00:38:22.929 --> 00:38:36.226
<v Speaker 1>And so the afternoon people were getting almost nothing and that felt really disingenuous to our afternoon speakers because, depending on how you figured out your story arc, your biggest speaker could be at three o'clock in the afternoon and that person gets five people.

00:38:36.226 --> 00:38:37.137
<v Speaker 1>I mean, that's not cool.

00:38:37.137 --> 00:38:48.501
<v Speaker 1>And so when you have it as prerecorded and you can see the metrics, you'll see that we have a better and more even distribution over the views and watches than we did when it was conference style.

00:38:48.501 --> 00:38:53.501
<v Speaker 1>So it's trying to give every speakable the equal opportunity to get as many views on as possible.

00:38:53.922 --> 00:38:54.543
<v Speaker 2>Fantastic.

00:38:54.543 --> 00:38:55.123
<v Speaker 2>Love that.

00:38:55.123 --> 00:39:12.103
<v Speaker 2>And so when you think about this, the whole concept of summits and I won't blame you, but I'll give you credit for making it more popular than it's ever been before I mean, we start to see this more and more and more, so congratulations on doing that.

00:39:12.103 --> 00:39:19.568
<v Speaker 2>What are the top two or three things, then, that we need to think about, so we do monetize out the back end of this thing?

00:39:21.195 --> 00:39:26.677
<v Speaker 1>You know, what the funny thing is is we've been saying it all along today and that is start from the end and work your way back.

00:39:26.677 --> 00:39:31.320
<v Speaker 1>Don't be transactional and don't throw everything like the kitchen sink, into your VIP.

00:39:31.320 --> 00:39:39.065
<v Speaker 1>If you want to monetize, you have to look for every opportunity for people not to leak out, but to stay inside the ecosystem.

00:39:39.065 --> 00:39:40.246
<v Speaker 1>What does that look like?

00:39:40.246 --> 00:39:43.387
<v Speaker 1>That's different, and so what can you do?

00:39:43.387 --> 00:39:48.452
<v Speaker 1>And start thinking of all the potential ideas and putting them all down and then seeing what works.

00:39:48.452 --> 00:39:59.985
<v Speaker 1>That's one of the most important things, the biggest ways that you can completely screw up on this as a host again, making things transactional, and one of the transactional things that you should never do is list minimums.

00:39:59.985 --> 00:40:01.476
<v Speaker 1>Now, a lot of people.

00:40:01.516 --> 00:40:08.869
<v Speaker 1>The way I was taught was you had to have a 5,000 person list and you had to send out two solo emails and two social media posts.

00:40:08.869 --> 00:40:10.699
<v Speaker 1>That is crap.

00:40:10.699 --> 00:40:11.923
<v Speaker 1>Okay, it doesn't work.

00:40:11.923 --> 00:40:18.862
<v Speaker 1>I saw it happening not only as a host and as a producer, but also for myself, and so I've quashed list minimums.

00:40:18.862 --> 00:40:23.878
<v Speaker 1>I don't care if you have 300 people on your list or 30,000, the same rules apply.

00:40:23.878 --> 00:40:29.184
<v Speaker 1>You can still get on a summit that I produce and what I tell people is I don't tell them how to promote.

00:40:29.184 --> 00:40:42.456
<v Speaker 1>I ask them what they're willing to do, and that opens the doors and allows me to create a conversation, versus me dictating, which is, again, incredibly transactional.

00:40:42.456 --> 00:40:46.264
<v Speaker 1>If I create a conversation, then we're talking about what you're willing to do versus what I'm telling you to do, and we get a much better result.

00:40:46.284 --> 00:40:49.873
<v Speaker 2>Then we're talking about what you're willing to do versus what I'm telling you to do and we get a much better result Fantastic.

00:40:49.873 --> 00:40:50.675
<v Speaker 2>I love the way that feels too.

00:40:50.675 --> 00:40:51.637
<v Speaker 2>Yeah, it just feels different.

00:40:51.637 --> 00:41:03.268
<v Speaker 2>It feels more like the type of people I would like to be that end of day wind down, end of day everyone get together thing.

00:41:03.268 --> 00:41:06.103
<v Speaker 2>How do you make that a successful part of it?

00:41:06.103 --> 00:41:09.380
<v Speaker 2>What's the keys to that being attended?

00:41:09.440 --> 00:41:18.072
<v Speaker 1>I guess it's going to depend on the niche, but realistically and generally we see a lot of things that work with networking.

00:41:18.072 --> 00:41:24.856
<v Speaker 1>So if somebody feels like they can attend and get something out of it, ie networking that's going to support it, that's going to help.

00:41:24.856 --> 00:41:30.148
<v Speaker 1>And also don't dismiss the importance of gamification.

00:41:30.148 --> 00:41:32.594
<v Speaker 1>We still love game shows.

00:41:32.594 --> 00:41:34.137
<v Speaker 1>We still love bingo.

00:41:34.137 --> 00:41:40.699
<v Speaker 1>We still love all that stuff that we got to sit at home when we were sick and when we were kids and watch the Price is Right.

00:41:40.699 --> 00:41:48.585
<v Speaker 1>Do that stuff and put a little bit of kitsch in your event and people will remember it and they'll enjoy it.

00:41:49.255 --> 00:41:55.601
<v Speaker 2>So how are you building community amongst the attendees at this point, or are you keeping that for later on?

00:41:55.601 --> 00:41:56.545
<v Speaker 2>How are you doing that?

00:41:57.554 --> 00:41:59.704
<v Speaker 1>There's a multitude of different ways to create community.

00:41:59.704 --> 00:42:02.123
<v Speaker 1>You can use Facebook groups, circle.

00:42:02.123 --> 00:42:05.701
<v Speaker 1>You can use the GHL communities, which is something that's growing as well.

00:42:05.701 --> 00:42:07.364
<v Speaker 1>There's a multitude of different ways.

00:42:07.364 --> 00:42:18.039
<v Speaker 1>A lot of people in the past couple of years have left or don't really stay on Facebook groups as much as they once did, and so you're going to find that there's more community building in other areas.

00:42:18.039 --> 00:42:34.543
<v Speaker 1>I still find it's very difficult to get people onto Circle, as an example, because they have to create an account, and so anything that has an additional step, where you're requesting somebody to create a new account, is going to have friction, and so whatever it is that you're creating, there should be frictionless right.

00:42:34.543 --> 00:42:49.221
<v Speaker 1>As an example, if you're doing a summit geared towards VAs, which I've done one for a client, slack was where we built the community, because all VAs are on Slack, because their clients are on Slack, so that's where we built it.

00:42:50.043 --> 00:42:59.340
<v Speaker 2>Jenny, I could be on this subject with you for days and days and I guess I'm going to have to do that at some point and get you back in to teach me exactly what I got to do to make it work.

00:42:59.340 --> 00:43:04.056
<v Speaker 2>But just to finish us up for today, this is the Big Success Podcast.

00:43:04.056 --> 00:43:10.360
<v Speaker 2>What's your favorite quote or the best advice you ever got from someone on the subject of success?

00:43:12.304 --> 00:43:17.867
<v Speaker 1>So there's two things One is an actual quote and then one is something that my partner taught me.

00:43:18.449 --> 00:43:29.079
<v Speaker 1>And so the first one is a quote, and I'm going to try not to screw it up, but I believe it is that success is the sum of small efforts, repeated day in, day out.

00:43:29.119 --> 00:43:29.579
<v Speaker 1>I think it is.

00:43:29.579 --> 00:43:38.898
<v Speaker 1>And so that is like success obviously, is something that you build with the little things, and then obviously, and then the big thing is that you're, you know you're, you're where you want to be.

00:43:38.898 --> 00:44:15.623
<v Speaker 1>And then my partner, when I was learning how to do marketing and I was getting more no's than yes's because I was doing cold calling at the time was to figure out how to create my own reset button and just getting off one no where somebody was rude or somebody said something inappropriate because that happened a lot on cold calling was to be able to reset and not let that call move me off in the wrong direction, because if you move the line by the end of it you're already anticipating the no and instead of saying, hey, would you like to participate in the such and such?

00:44:15.623 --> 00:44:22.422
<v Speaker 1>You're like you probably don't want to, but I thought I'd ask, and then that's like an immediate no, so it's that reset that is so important.

00:44:22.824 --> 00:44:23.204
<v Speaker 2>I love it.

00:44:23.204 --> 00:44:25.561
<v Speaker 2>Oh, Jenny Wright.

00:44:25.561 --> 00:44:27.641
<v Speaker 2>She's amazing at Summit.

00:44:27.641 --> 00:44:29.400
<v Speaker 2>She's amazing at Lead Generation.

00:44:29.400 --> 00:44:30.362
<v Speaker 2>Hit the show notes.

00:44:30.362 --> 00:44:31.405
<v Speaker 2>I'm Brad Sugars.

00:44:31.405 --> 00:44:33.402
<v Speaker 2>I'm the host here at Big Success Podcast.

00:44:33.402 --> 00:44:36.083
<v Speaker 2>We'll be back next week with more for your success.

00:44:38.157 --> 00:44:43.786
<v Speaker 3>You've been listening to the Big Success Podcast with the number one business coach in the world, Brad Sugars.

00:44:43.786 --> 00:44:53.342
<v Speaker 3>To learn more about how to achieve business and personal success, as well as how to level up or listen to past episodes, visit wwwbradsugarscom.