TRANSCRIPT 🔗
Jenn:
00:00:00
Last week, we talked a little bit about how podcasts and summits work
Jenn:
00:00:03
together, so let's explore some more ways that summits and podcasts work together!
Jenn:
00:00:07
If you are a summit host - or thinking about hosting the summit - starting
Jenn:
00:00:11
a podcast can be a gamechanger for your business and your summits.
Jenn:
00:00:14
Here's some of what our fantastic speakers from Sell With a Summit:
Jenn:
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Speaker Edition want you to know about hosting a summit and podcast.
Jenn:
00:00:21
Okay, so Nicole, why do you feel like it's so important for podcasters to have
Jenn:
00:00:26
a plan before launching their summit?
Nicole Batey:
00:00:28
Well, I mean, if you have no plan, you go nowhere,
Nicole Batey:
00:00:31
honestly, and you go nowhere fast.
Nicole Batey:
00:00:33
It's so easy to just, "Oh, I'm going to do this.
Nicole Batey:
00:00:36
I'm going to do this.
Nicole Batey:
00:00:36
I'm going to do this," and not really realize that you have
Nicole Batey:
00:00:40
to get them somewhere right?
Nicole Batey:
00:00:42
There has to be a reason they need to go with you on the journey that
Nicole Batey:
00:00:46
you're trying to take them on.
Nicole Batey:
00:00:48
And it's so easy with summits to think, "okay, I'm going to do this topic and
Nicole Batey:
00:00:51
I'm going to do this topic and I'll do this topic," and then you're like, wait,
Nicole Batey:
00:00:54
okay, what was the meaning of this?
Nicole Batey:
00:00:56
What was I trying to do?
Nicole Batey:
00:00:58
And oftentimes you kind of go someplace and you don't get
Nicole Batey:
00:01:02
to where you want them to go.
Nicole Batey:
00:01:03
So you have to have that plan before you start; you have
Nicole Batey:
00:01:07
to have a plan going forward.
And a bonus tip:
00:01:10
one of my colleagues, what she did was she actually - she's
And a bonus tip:
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a podcaster - all her speakers from her summit are on her podcast.
And a bonus tip:
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So she's got like 20 episodes that she created, which is like, insane,
And a bonus tip:
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but she's got 20 episodes because people still want to hear from your
And a bonus tip:
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speakers so they can kind of get more of a taste on the podcast.
And a bonus tip:
00:01:36
And she says something like, "Hey, if you want to hear more from this
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particular speaker, they're going to be on the podcast coming up.
And a bonus tip:
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Take a listen."
And a bonus tip:
00:01:45
So it drives people to the podcast, especially if you're thinking
And a bonus tip:
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about like, I need to make more of an audience for my podcast.
Jenn:
00:01:53
What are a couple of ways that you'd say a summit can make a big
Jenn:
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impact on a podcaster's visibility, with that definition in mind?
Michelle Lewis:
00:02:00
Absolutely.
Michelle Lewis:
00:02:01
The nice thing
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about guesting on a summit, like I'm doing right now, is you're
Michelle Lewis:
00:02:05
able to usually talk to the show host or have a 20 to 30 minute presentation.
Michelle Lewis:
00:02:10
You're able to dive deep into one aspect that you really know and love.
Michelle Lewis:
00:02:15
And the great thing is that the audience feels that, the audience usually has
Michelle Lewis:
00:02:19
much more of a instant connection to you on a summit than they do on a podcast.
Michelle Lewis:
00:02:24
They can see you, they can interact with you.
Michelle Lewis:
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They're here to learn one specific thing - that really grows the
Michelle Lewis:
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trust - and so they're excited to take the next step with you.
Jenn:
00:02:32
What are some ways that a podcaster can leverage their summit
Jenn:
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hosting experience to get even bigger visibility and publicity opportunities
Jenn:
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both before and after the summit is over in terms of publicity opportunities?
Michelle Lewis:
00:02:47
I think what's really great is if you are hosting your own
Michelle Lewis:
00:02:50
show and if you just hosted your first virtual summit, you're usually able to
Michelle Lewis:
00:02:55
connect with some higher profile guests, especially if you can pitch it correctly.
Michelle Lewis:
00:03:00
And what's nice about that is that you're then able to leverage that into,
Michelle Lewis:
00:03:04
okay, do I want my first TV appearance?
Michelle Lewis:
00:03:07
Do I want my first publication?
Michelle Lewis:
00:03:10
Do I want to be featured on this dream podcast that I've been
Michelle Lewis:
00:03:14
drooling over for a couple of years?
Michelle Lewis:
00:03:16
And you can actually customize the fact that you've been this
Michelle Lewis:
00:03:19
authority with podcasting and your virtual summit inside of your pitch.
Michelle Lewis:
00:03:24
And being sure to also include this - especially if you don't necessarily
Michelle Lewis:
00:03:28
have a brand video yet - taking pieces of you hosting these two things and
Michelle Lewis:
00:03:33
putting it into a nice brand video that lives on your press page, using
Michelle Lewis:
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the logo from not only your show, but your summit on your press page.
Michelle Lewis:
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A lot of people feel like, well, I've never been on anything,
Michelle Lewis:
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there's nothing to pull from.
Michelle Lewis:
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Well, pull from your own stuff for now!
Michelle Lewis:
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People don't really necessarily care what the logo is, they just want to see a logo.
Michelle Lewis:
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They want to know that you've been featured somewhere, so just pull from
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your own arsenal and then customize that in your pitch, especially in your
Michelle Lewis:
00:03:58
mini bio to showcase what you have been an authority in, and that can really
Michelle Lewis:
00:04:03
increase your ability to book that press, especially after your summit.
Jenn:
00:04:07
What are some other ways that it's important for podcasters to have a
Jenn:
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plan for developing those connections?
Jenn:
00:04:14
Why is it so important for them?
Mary Chan:
00:04:17
It's important because of that trust factor.
Mary Chan:
00:04:19
That's what you're trying to build.
Mary Chan:
00:04:21
So, if I don't trust what you are saying, And you're not talking to me directly,
Mary Chan:
00:04:31
why should I care what you're saying?
Mary Chan:
00:04:34
You know, through your podcast, a relationship gets built because you are
Mary Chan:
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speaking from your heart and that's the way you're going to connect to people.
Mary Chan:
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So trust then of course leads to credibility.
Mary Chan:
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The platform that you've created in your podcast will then showcase
Mary Chan:
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your whole thought leadership and what you are all about.
Mary Chan:
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So people want to hear you, not just read you, read the words that you've created.
Mary Chan:
00:04:56
They want to hear what you have to say.
Mary Chan:
00:04:58
And then that final piece of influence.
Mary Chan:
00:05:02
You know, once you have the trust and the credibility, then you can start
Mary Chan:
00:05:04
influencing people to grow your own brand or business or whatever your
Mary Chan:
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podcast is going to lead you towards.
Mary Chan:
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So influential people - podcasters - inspire change, and now that you've
Mary Chan:
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created this inspiration, you've got raving fans that will take action based
Mary Chan:
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on almost every word that you have to say.
Jenn:
00:05:27
Yeah, that's true.
Jenn:
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I know I definitely take action on a lot of the podcasts that I listen to.
Jenn:
00:05:31
So that is definitely important because of that...
Mary Chan:
00:05:35
You trust their word, right?
Mary Chan:
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You trust what they're saying and you know they're credible,
Mary Chan:
00:05:39
so why not do what they say?
Jenn:
00:05:43
Since interviews are a fantastic way to build that relationship with
Jenn:
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your guests, what would you say a couple of ways are that a host
Jenn:
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- whether it's podcast or summit - can continue building those relationships
Jenn:
00:05:55
after the interview is over?
Laura Kebart:
00:05:57
Okay, so you're going to see me do this.
Laura Kebart:
00:06:00
I'm telling you ahead of time.
Laura Kebart:
00:06:02
Normally it would be like a nice surprise, but I'm gonna go ahead
Laura Kebart:
00:06:04
and tell you ahead of time.
Laura Kebart:
00:06:05
And this is something that - and you know, our attendees right now
Laura Kebart:
00:06:07
can totally steal and use this.
Laura Kebart:
00:06:09
But after our interview - not right after, it'll be like a day after - I'll
Laura Kebart:
00:06:13
email you and I will say, "Hey, that was
a really great interview
Laura Kebart:
00:06:16
-" which it is totally genuine here.
Laura Kebart:
00:06:18
And I'll say, "is there anything that you need, like, is there anything that I
Laura Kebart:
00:06:22
could be a resource to you for this event, like, is there anything else you need?"
Laura Kebart:
00:06:27
And usually the response is no, but sometimes you do...
Laura Kebart:
00:06:32
it like, it opens a door, a very genuine door to saying, you know what?
Laura Kebart:
00:06:38
Yeah.
Laura Kebart:
00:06:39
Um, I'm still needing somebody to talk about this topic.
Laura Kebart:
00:06:43
I haven't found the right person yet.
Laura Kebart:
00:06:44
Like maybe I know someone that I could refer to you, right?
Laura Kebart:
00:06:48
And actually that did happen two or three times after my last summit,
Laura Kebart:
00:06:51
I had a couple of people email me like, "Hey, that was really great.
Laura Kebart:
00:06:53
I have a friend who would be fantastic at this topic.
Laura Kebart:
00:06:57
I noticed it was on your summit registration page and you don't have
Laura Kebart:
00:07:00
like, the speaker picture there yet.
Laura Kebart:
00:07:02
Do you have anyone yet?
Laura Kebart:
00:07:03
Like, I know someone."
Laura Kebart:
00:07:04
And that was just amazing to me, like, oh my gosh, that's amazing.
Laura Kebart:
00:07:07
One step you can do right now, even if you're like, "Oh, I'm not
Laura Kebart:
00:07:11
quite ready to host my summit.
Laura Kebart:
00:07:13
I'm not quite ready to launch my podcast or I've always done solo episodes.
Laura Kebart:
00:07:17
I'm not quite ready."
Laura Kebart:
00:07:18
If you're not quite ready, that is okay, right?
Laura Kebart:
00:07:22
But what you can do right now is you can go ahead and start creating
Laura Kebart:
00:07:28
some relationships with people who you might want to bring onto your
Laura Kebart:
00:07:32
podcast or people you might want to bring onto your summit someday.
Laura Kebart:
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Go ahead and start those now, because relationships that are genuinely built
Laura Kebart:
00:07:41
are going to be so much stronger and so much more authentic when you are
Laura Kebart:
00:07:46
ready for that event for yourself.
Laura Kebart:
00:07:48
So wherever, you know, people in similar spaces to you are hanging out
Laura Kebart:
00:07:55
online - whether it's Instagram, whether it's Facebook, whatever - go ahead and
Laura Kebart:
00:07:58
start building some relationships, start commenting on what they're saying, right?
Laura Kebart:
00:08:03
You could even DM them for nothing more than to say, "Hey, I'm in a similar space.
Laura Kebart:
00:08:09
It's really interesting what you're doing."
Laura Kebart:
00:08:10
Like, just start a little relationship there.
Jenn:
00:08:14
Krista, can you share one thing you want someone to do when
Jenn:
00:08:16
choosing a podcast or summit topic?
Krista Miller:
00:08:18
Just start brainstorming for now.
Krista Miller:
00:08:21
Once you have an audience that you feel like is a good fit, then you can
Krista Miller:
00:08:23
move into the rest of the action steps.
So, how to actually do it:
00:08:25
start with your existing audience,
So, how to actually do it:
00:08:29
use them as a starting point.
So, how to actually do it:
00:08:31
If you target an audience like online business owners, creative business owners,
So, how to actually do it:
00:08:34
women, moms professionals, you need to get more specific, even if it is more
So, how to actually do it:
00:08:37
specific than your podcast audience.
So, how to actually do it:
00:08:39
So you're going to break that down into smaller groups next.
So, how to actually do it:
00:08:42
So for example, if you're targeting, I don't know, creative business
So, how to actually do it:
00:08:44
owners, maybe you have photographers, coaches, designers, I don't know.
So, how to actually do it:
00:08:50
All of those different subsets are different groups you could
So, how to actually do it:
00:08:53
break your audience down into, and then choose the group that you
So, how to actually do it:
00:08:55
feel like you can help them most.
So, how to actually do it:
00:08:57
So if there's a group you resonate with the most, maybe there's a group that
So, how to actually do it:
00:09:01
tends to respond best to your marketing or purchase your offers more often,
So, how to actually do it:
00:09:04
that's a perfect group to start with.
So, how to actually do it:
00:09:07
It doesn't mean you can't come back and host a summit for another one later,
So, how to actually do it:
00:09:10
but it gives you a good starting point and that is your summit audience.
Jenn:
00:09:14
What would be a specific action step that a podcaster should take right
Jenn:
00:09:18
away to make the most out of their new summit subscribers after the summit's
Jenn:
00:09:22
over so they can kind of nurture them and get them excited about the podcast
Jenn:
00:09:26
and everything else they have to offer?
Kate Doster:
00:09:29
Excellent.
Kate Doster:
00:09:29
So it would be literally like what we had just talked about:
Kate Doster:
00:09:33
plan out those next three emails.
Kate Doster:
00:09:35
Make sure that one of them is more of a transitional email where it's like,
Kate Doster:
00:09:40
"Hey, so you enjoyed the summit" - again, say its name, reminde them of this
Kate Doster:
00:09:43
thing - "you're going to want to make sure that you're listing to [name of
Kate Doster:
00:09:47
your brand new podcast] where we're going to help you do avoid/have" - those are
Kate Doster:
00:09:52
usually fun sentence starters to use- "and we're going to talk about this."
Kate Doster:
00:09:56
And then if you already have your podcast episodes up and ready to
Kate Doster:
00:10:00
go, those emails that we had talked about - the mistake
ones, the story,
Kate Doster:
00:10:03
once those sorts of things - instead, it can just be about the topics that
Kate Doster:
00:10:08
your podcasts are going to be about.
Kate Doster:
00:10:09
So definitely have those three weeks worth of emails so that way you've got
Kate Doster:
00:10:14
that downtime - done, written - they're not going to take you that long
Kate Doster:
00:10:18
because you know that being on your list is a privilege, because you are
Kate Doster:
00:10:21
always thinking to yourself, how is...
Kate Doster:
00:10:23
I hate using this term because it's thrown around a lot, but how is this of service?
Kate Doster:
00:10:26
What are you going to help them avoid?
Kate Doster:
00:10:28
What are you going to help them accomplish?
Kate Doster:
00:10:29
And then just go with it.
Jenn:
00:10:31
Where would you say that a summit falls into the podcast listener
Jenn:
00:10:35
journey and how can podcasters making the most of that kind of experience?
Desola Davis:
00:10:39
Oh, I love that.
Desola Davis:
00:10:40
I think that a summit...
Desola Davis:
00:10:42
so just to give everyone an overview of the customer journey, as I teach it:
Desola Davis:
00:10:47
There's a Stranger.
Desola Davis:
00:10:49
They start off as a Stranger, everybody does, and then they move
Desola Davis:
00:10:52
into what's called your Audience.
Desola Davis:
00:10:54
So they're still kind of in the outer court, they're still
Desola Davis:
00:10:56
kind of checking you out.
Desola Davis:
00:10:58
Maybe they've listened to one episode, but they haven't really fully subscribed.
Desola Davis:
00:11:02
Maybe they're on your Instagram and they follow you and they double tap every once
Desola Davis:
00:11:06
in a while, but you're not like, on their notifications lists or anything like that.
Desola Davis:
00:11:10
And maybe they've even joined your email list, but you're not moved to Primary,
Desola Davis:
00:11:13
they don't really care whether or not they missed your emails, all of those.
Desola Davis:
00:11:16
And then they move to the Prospect status.
Desola Davis:
00:11:19
This is now when you're one of maybe three to five options that they're
Desola Davis:
00:11:24
really considering to solve whatever problem you solve, and they're trying
Desola Davis:
00:11:27
to figure out whether you're the best person to solve their problem.
Desola Davis:
00:11:31
And so this is really where you want to connect with them on a deeper level: share
Desola Davis:
00:11:36
some more stories, testimonials, show more of your expertise so that they can
Desola Davis:
00:11:40
make the right decision for themselves.
Desola Davis:
00:11:43
And then they move into the Customer status.
Desola Davis:
00:11:45
This is where they've raised their hand and they've said, "you won.
Desola Davis:
00:11:48
You're Miss America, we crowned you and you're the person that we've
Desola Davis:
00:11:52
decided is going to solve our problem."
Desola Davis:
00:11:54
And at that point, your job is to make sure that their problem actually gets
Desola Davis:
00:11:57
solved and that they achieve the goals for what they paid for essentially.
Desola Davis:
00:12:02
But even after that, once their problem gets solved, what you've inadvertently
Desola Davis:
00:12:06
done is given them more problems to solve.
Desola Davis:
00:12:10
They moved from one set of problems to like, a new set of problems and
Desola Davis:
00:12:13
really, that's just life, right?
Desola Davis:
00:12:14
There's never going to be a time where it's just like,
Desola Davis:
00:12:16
"all my problems are solved.
Desola Davis:
00:12:17
I'm just at home, just really living my best life."
Desola Davis:
00:12:19
It just doesn't happen.
Desola Davis:
00:12:21
And so what happens is once they become Customers and you've helped
Desola Davis:
00:12:23
them with their goals and they can tie that success back to you
Desola Davis:
00:12:26
and your genius, they become Fans.
Desola Davis:
00:12:29
And so they look back and they say, "okay, now I have all these new problems.
Desola Davis:
00:12:33
Obviously I'm going to come to you because you're a genius
Desola Davis:
00:12:37
at solving all my problems.
Desola Davis:
00:12:38
How do we work together even more?"
Desola Davis:
00:12:40
and then designing solutions for them at that status.
Desola Davis:
00:12:43
And that level is what keeps you relevant on a continual basis and actually
Desola Davis:
00:12:48
extends your customer lifetime value.
Desola Davis:
00:12:50
So all of the elements of the customer journey - Stranger, Audience, Prospect,
Desola Davis:
00:12:57
Customer, Fan or Ambassador - and so for a summit, it's pretty unique because
Desola Davis:
00:13:07
it helps highlight your Ambassadors and it helps bring your Audience closer so
Desola Davis:
00:13:15
that they can become Prospects for you.
Desola Davis:
00:13:17
So it has kind of...
Desola Davis:
00:13:18
as a podcaster, it has kind of a dual thing to it.
Jenn:
00:13:22
There you have it!
Jenn:
00:13:23
There are so many reasons why podcasts and summits work together so well, and
Jenn:
00:13:28
we'll get into more of them next week.
Jenn:
00:13:29
For now, think about how a podcast could impact your summit.
Jenn:
00:13:33
If you start the podcast before your summit, you can start building an audience
Jenn:
00:13:37
that already loves to listen to you.
Jenn:
00:13:38
If you launch your podcast through your summit, you have
Jenn:
00:13:41
somewhere for your attendees to continue their journey with you.
Jenn:
00:13:44
Whichever way you decide to do it, podcasts are an amazing way to