Summits are an incredible way to funnel your ideal audience into an offer you have, but there's definitely a wrong way to do it.
The first time I launched my course after my summit I brought in $63,000 from 1500 attendees. Imagine what we could do with bigger summits, bigger numbers. We can dream big with this. However, since I’ve been paying more attention to post-summit course launches, there're all kinds of places I’ve noticed hosts going wrong.
Constant pressure, skipping the trust-building aspect, and looking at attendees as worthless if they aren't willing to buy right away just isn't the way to go.
You can sell an offer through a virtual summit in a way that feels GOOD. Good to you, your attendees, and your speakers.
It comes down to...
Let's cover the 3 biggest mistakes that I see.
The biggest mistake you can make with launching a course through a summit is incorrect positioning. If your summit and course launch don’t fit together strategically, it’s not going to work. The transformation your summit promises needs to line up with the transformation that your course provides.
I’ve seen this summit to course positioning work well in 3 ways:
You’ll likely find that one of these options sparks an idea that feels more natural than the others. Regardless of which option you choose (or if you think of another option), the transformation your summit provides must naturally lead into your course.
The second mistake I see is hosts being gross when it comes to using their summit to launch a course. It's so easy to make the transition feel slimy.
What does "being gross" look like? Here are a few examples of things I've seen hosts do:
The last mistake I see hosts make when launching a course through a summit is assuming that if they want people to convert to students then they need to host a paid summit.
Unless you have a large existing audience and an established business with a super niche topic, a paid event probably isn’t going to work. You can hear more about paid summits with Jordan Gill who hosts an incredible paid event.
Just because someone doesn’t buy right away during the summit doesn’t mean they aren’t going to be nurtured by you and ready down the road. For most cases, I’ll encourage you to stick with the freemium summit strategy that I focus on teaching.
Now it's time to figure out your best summit positioning. Be careful to make sure you position your summit the right way to lead to your course and that you use feel-good strategies.
p.s. If you're a Summit in a Box® student, we have an entire add-on course about using a summit to launch your course or membership. Login to your members area and click the Summit to Course Launch Lab graphic in the sidebar.
Learn how much time to set aside for planning and launching your profitable, stress-free online summit and use my calculator to set the due dates for you.