บทถอดความฉบับเต็มของ Top Tips for Summits + Podcasting

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: 00:02:26 They're here to learn one specific thing - that really grows the Michelle Lewis: 00:02:28 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: 00:02:36 hosting experience to get even bigger visibility and publicity opportunities Jenn: 00:02:41 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: 00:03:37 the logo from not only your show, but your summit on your press page. Michelle Lewis: 00:03:41 A lot of people feel like, well, I've never been on anything, Michelle Lewis: 00:03:44 there's nothing to pull from. Michelle Lewis: 00:03:45 Well, pull from your own stuff for now! Michelle Lewis: 00:03:46 People don't really necessarily care what the logo is, they just want to see a logo. Michelle Lewis: 00:03:51 They want to know that you've been featured somewhere, so just pull from Michelle Lewis: 00:03:53 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: 00:04:11 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: 00:04:38 speaking from your heart and that's the way you're going to connect to people. Mary Chan: 00:04:41 So trust then of course leads to credibility. Mary Chan: 00:04:44 The platform that you've created in your podcast will then showcase Mary Chan: 00:04:48 your whole thought leadership and what you are all about. Mary Chan: 00:04:51 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: 00:05:08 podcast is going to lead you towards. Mary Chan: 00:05:11 So influential people - podcasters - inspire change, and now that you've Mary Chan: 00:05:17 created this inspiration, you've got raving fans that will take action based Mary Chan: 00:05:23 on almost every word that you have to say. Jenn: 00:05:27 Yeah, that's true. Jenn: 00:05:28 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: 00:05:36 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: 00:05:46 your guests, what would you say a couple of ways are that a host Jenn: 00:05:51 - 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: 00:07:36 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