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Jenn:
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Welcome to Virtual Summit Success.
Jenn:
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I'm Jenn, founder of Virtual Summit Search, and you're in the right place
Jenn:
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if you want to make the most of your virtual summit experience, whether
Jenn:
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you're a host or virtual summit speaker.
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Let's get going with your next step to virtual summit success.
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You're listening to a snippet of a session from Sell With a Summit: Speaker Edition.
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Chris is sharing his strategy for making consistent sales from all of the
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summits he spoke at over the past year or two, so that you can do the same.
Jenn:
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Let's jump right in!
Christopher Hines:
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What's good, people?
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I'm Coach Chris.
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So today what we're going to cover is, number one, how you
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can create a talk that converts.
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I can tell you since COVID started back in March of 2020, that's when I started doing
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a lot more virtual events and every event I speak at, I get at least one new client.
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I've done over 30 events now, so you can imagine it's like, a
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great income stream for me now.
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So I want to talk to you about how you create a talk that
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actually is going to convert and really get people to take action.
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Then we're going to talk about the best conversion strategy.
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I had the time to really test things out, to see what's going to work well, what
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doesn't work, all of that good stuff, and it was great to do that because now
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I know exactly what works and I've been able to show some other people too, so
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I ran these tests multiple times now.
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So how do you craft a talk that converts?
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How do you put together something where people that are listening and tuned
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in actually want to work with you?
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First of all, don't sell from stage.
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I know this is like, a big thing you're taught, and a lot of people teach
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this and I've been taught this too.
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And this is how I know it doesn't work for me; I don't like it.
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Selling from stage is not the best thing to do because then your
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entire talk becomes an infomercial.
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When you're selling from stage, it's hard not to direct your
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energy towards selling, right?
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And the truth is that actually stops you from getting paid well,
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as much as you could get paid.
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'Cause if you pressure people and you try to convince them to buy from
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you, you may still get two or three, but I guarantee you can get five
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times more if you deliver a solution.
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And that's what I'm all about is delivering solutions, actually
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helping people, especially at virtual events, because virtual events call
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for interaction, you need to be engaged with the audience, right?
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That is much more important.
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That's much more valuable than you just saying, "Hey, go and buy this for these
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reasons" and showing testimonials.
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And you don't want your talk to sound like a damn webinar; you
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don't want to be that person.
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Don't be that guy, because the audience can tell and they just tune out.
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And when you're at an in-person event, you know, they can stay
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in the room, they may drift off a little bit and not pay attention.
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When you're doing virtual events and people are at home or whatever,
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and they're in their comfort zone, they're just going to tune you out.
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They may still have it open or something.
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They'll walk away from the computer, all of that good stuff,
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like, I've seen a lot of it.
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You got to keep the audience interested.
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So throughout this talk, I'll be asking you questions.
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Hopefully you're taking notes because, again, I'm not here just talking to
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you, trying to sell something to you.
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I want to actually help you get better.
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So that's the first portion.
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Now, what's important that you have to have in your talk is you teach
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people something valuable, right?
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Teach them something they do not know, give them some direction they were
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not aware of, give them a new clarity that they just didn't know existed.
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That is one of the most important things you can do because now when
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people leave the event, when they close their computer or whatever,
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they're going to think like, "wow, I actually learned something from that
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guy, or she was on stage talking about that; and I had no
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idea that existed."
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You've got to give people a different perspective on things, different
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strategies, tools, all that good stuff, because the more solutions
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you provide, the more you help them, the more they remember you.
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Nobody remembers a person that tries to sell to them, and if they
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do, it's for negative reasons.
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Nobody remembers the person that sells to them and that was helpful.
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So as an example, "in this talk, you're going to learn how to create
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different podcast episode styles."
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That's an example of one of my podcast talks.
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I don't just go on stage and tell you to do the same thing everybody else said.
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"I'm going to show you my personal styles I've created for podcasts
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episodes that have made me over five figures multiple times.
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I'm going to show you how to get sponsored and work with these companies
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and bring on sponsors in the first month of your show being live."
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Which I've done multiple times for shows I'm not even on.
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So when you approach it like that, and you are clear like, "Hey, this is what
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I'm going to teach," it's very different.
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It's something you've never heard before."
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Now your talk becomes 10 times more valuable.
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And if you start off with this, people are going to stay tuned in like,
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"wow, you're going to teach what?
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I just launched the podcast; I wanna learn how to get sponsored in 30 days."
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Boom.
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And there you go.
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So how you outline this is you've gotta create a talk that converts, right?
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So what that means is you break down, what do they do, why do
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they do it, and how it gets done.
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Think of it that way.
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Just break it down that way, that's the easiest way to do it.
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That's the easiest outline I can give you: what do they need to do?
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Why do they need to do it?
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How does it get done?
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That's the basic outline.
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It makes whatever you want to talk about extremely easy.
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And for you, that makes it easy to put in slides and stuff.
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Before
I put anything on the slides like this and make it look all pretty
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for you, it's written on a notebook.
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It could be in notes on my phone, all of that stuff.
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It's always an outline before I make the slides or anything.
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I want to get all my ideas out and clear and then make sure they
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all align with this method because that makes sure it's valuable.
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That ensures that it's valuable to the audience.
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Now, I'm not saying you don't sell, because again, we're going
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to talk about selling later.
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I'm just saying you present your offer when necessary, right?
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I've been going for about 10 minutes now, maybe.
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If I just started selling to you right now, if I told you what my offer was,
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wouldn't you look at me like, "oh, here goes another one trying to sell."
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So, I'm not saying don't sell - it's about timing, right?
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I haven't earned enough of your respect and attention and trust
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to try to sell you something.
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That's just the truth.
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That's how you avoid being salesy is you build the trust first, right?
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That comes first.
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So now let's talk about converting.
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This is the best conversion strategy.
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So getting leads is really the second step to making speaking profitable;
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the first one is having a great talk.
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I don't care what anybody says, if you don't have a good
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talk, you can't do anything.
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The second is having the leads actually take some action,
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actually going to the next step.
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So I want to break down my lead strategy.
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How do I get listeners and viewers from these events to go and check me out?
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'Cause I can honestly say doing events is one of the best ways
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to create another income stream.
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Number one, it also helps you build your audience on whatever platform you want to
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use, and it helps you build relationships.
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So even though the person doesn't buy a week after the event, they could
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buy in four months and six months.
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Is their money going to be less valuable?
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No, it's not.
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You still want that client, you still want that customer.
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So let's get into it.
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Number one, ask for a follow online.
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Now, again, this is going to build an engaged audience because if they
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tuned in and they watch you talk for 30 minutes, 40 minutes, whatever it
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is, they're definitely going to want to tune into more of your content.
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So if you're like me - you have a podcast or you have a YouTube channel, all of
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these different things - they're going to want more information from you, right?
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So you tell them to follow you on the social platform that you actually use.
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Now for me, I use Twitter.
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I love Twitter.
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I know a lot of people don't use Twitter, so I try to make an exception.
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So I say Twitter and Instagram, and it works because it's the same exact handle..
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so that's not really a problem, but you don't want it to be complicated.
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Like, "oh, you can find me on Facebook at this name and the Instagram or
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this name and email me here" because now there's just too many options,
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there's just too many things going on.
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So ask for a follow one place - only do two or three if they're the same exact
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name; if not, leave it alone, ask for one.
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Step number two is give them an action to take.
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This is one of my favorites because this is what separates you, right?
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I don't just say, "oh, go follow me over here."
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Everybody says that.
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I say, for example, "follow me on Instagram or Twitter and send me
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your podcast so I can check it out."
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Now that leads to me doing a podcast audit, that at least us
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building a relationship, because I can start listening to their show.
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I'm going to leave them a review on iTunes, right?
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Now I've separated myself from everybody else that they've talked to because
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I'm actually literally helping them.
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And even if I just subscribed to the podcast, that's actually helpful to them.
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I'm giving at that point; I'm giving them something.
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And action area's about giving something, right?
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Give them an action to take that's going to get them a result.
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If you want them to download something, it gotta be a result.
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Don't just tell them, "download this" and then there's a blank
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result or it's something basic.
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I don't really do short little five-page eBooks anymore.
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It's useless.
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It doesn't get you to a clear result.
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You'll be better off with something like a checklist, right?
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Because, "oh, well, I'll give you a podcast launch checklist
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for the tools you need.
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This is the best software.
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Here's a promo code.
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Here's a promo code to get microphones," all of that stuff.
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Now that's valuable because I'm saving them money and time on recent.
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So now that's valuable.
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That's getting them a result after they go through that checklist: they'll have
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all their equipment at a discounted price.
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That's a win, right?
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So you got to think of ways that you can get them quick wins so that they like you.
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You have to actually help them.
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Now, this is the thing I'm saying about sending something immediately, right?
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This is the third step; this is where you get them to convert.
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The coaching session is a good option if you have a particular strategy, because
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again, you don't want to spend the entire time selling to them at the same time.
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You don't want to treat them like their regular client.
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You want to give them a peek of what that looks like.
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So for me, I usually do hour, hour and a half sessions with my podcast clients,
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depending on what level they're on, and we work on their marketing plans,
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monetizing, all of that good stuff.
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We talk about product development, all those different things.
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When I connect with somebody from an event that has a podcast,
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I tell them DM me their show.
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I go and listen to it and then offer them a podcast audit.
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Now, during the audit, we talk about ways they can improve their show, all
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the areas where they're doing very well.
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We talk about marketing options and then monetizing options, right?
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So I'm not even selling them at this point.
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I'm just giving them an experience.
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I want you to walk away from the podcast audit with a very crystal clear marketing
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strategy and monetizing strategy.
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Simple.
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Now, if you want more, we can discuss that.
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But because you went to the event and all of that, I want to make
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sure I provide you with solutions and get you to that next level.
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So that's what I do is a podcast audit.
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And that's just an example; I don't think everybody should be doing audits
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or coaching sessions, but what you have to do is deliver a solution immediately.
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send them to the social platform
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that you actually care about.
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I wouldn't send anybody to my Facebook page because I
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don't really use it like that.
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I'mma be honest.
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I don't care for it.
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So don't send people to LinkedIn if you've never used LinkedIn.
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That don't make sense!
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Choose the right one.
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That's very, very important in the process.
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Now, if you do want more information from me, hit me up on Twitter
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@thecoachchris_ or Instagram, I'm on there as well @thecoachchris_.
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I want you to send me a DM with your niche and topic.
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Like, what topic do you speak on?
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You never know - I may be able to get you on some podcasts
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or some other speaking events.
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Let me know what's up.
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And I'm going to give you a free copy of my new book, the
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Personal Branding Playbook, so make sure you check it out there.
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Thank you so much for being here.
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I'm super excited.
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Again, if you have any questions, reach out.
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I will see you all in the DMs!
Jenn:
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I love that Chris laid out his strategy.
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So clearly in his full session, he also covered his strategy to make sure
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you have the right product to share on your summit presentation, so if
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you want the full presentation, along with all the rest of the Sell With a
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Speaker Edition sessions, go to sellwithasummit.com/speakeredition.
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And make sure to leave us a review and let us know your biggest takeaway, too!
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Thanks for listening to Virtual Summit Success.
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takeaways from this episode.
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summits there are, the more tips we'll have to share with you.
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For show notes, links, and other resources, go to virtualsummitsuccess.live