If you’re here, there’s a high likelihood that you don't fall for the virtual summit myths that are always floating around.
However, you've probably heard some of them, and may believe them to some extent. These myths about summits held me back from going all-in and deciding to host my first summit for way too long. And they may be holding you back from the life and business changing results that summits can create for you too.... especially if you use a summit as a way to launch your signature offer.
So today, we're going to do a little myth-busting!
Let’s dive into these myths. Of course, these myths are rooted in some truth, but with most of them, the truth comes from people not doing things correctly and then judging an entire strategy because of it.
Here we go!
Have you heard that summits don’t work? Or that summits only work for influencers with a certain number of people on their list? I believed this one for a long time and it held me back from launching my first summit because of it.
I believe this myth comes from people launching crappy summits or summits that have bad messaging that doesn't communicate the value of the event well. It can also come from people who wing it based on the outward stuff they see when they watch other events. This always leads to missing out on details and strategies that go on behind-the-scenes to make a summit a success.
They follow a proven system that they know will work, rather than winging it based on stuff they’re picked up by watching other events and hoping it works.
I’m going to give you some examples to help bust this myth and see how a summit can work for you.
If you host a summit with vague messaging for a broad audience with a general topic, it's not going to work. But with the right strategies, we consistently see summits work incredibly well for our clients.
Have you heard that summits are gross, slimy, pitch-fests? I have! I actually hated summits when they first started because of this. I distinctly remember a conversation with a mastermind where one of them guessed that 2016 was going to be the year of summits and I was like “gross, that’s the worst”.
This myth is rooted in some truth, because the way many people host summits does feel pretty gross and overly pitchy. I think it comes from…
But summits don't have to be pitch-fests, and in fact, they're actually a lot more profitable when you focus on making it a valuable and engaging experience for everyone involved.
We prioritize attendee and speaker experience above everything else in our summit strategies. We've seen time and time again that when you prioritize creating a great experience for others, your results follow. Our summit-to-course-launch system builds great awareness around your course, membership, or group program throughout your summit without pitching at all! In fact, you only pitch it at the very end, but by the time you get that far, you've subtly build awareness of your offer in a natural way during the summit to the point that attendees are begging you to open the cart!
The most recent summit that I used to launch a course using these strategies was a smaller event with around 1500 attendees. I used all of the strategies I teach clients in the Summit in a Box Accelerator.
If you use the right strategies - summits can be highly profitable without being overly pitchy.
This one goes along with the first one about summits not working, but it’s a little different. Have you heard someone say that summits are more trouble than they’re worth?
Similar to the first myth, it comes from events that aren’t put together the right way and hosts see poor results. Summits are a big project that require a lot of time. Of course they will feel like a waste of time if you don’t get good results.
I think it also comes from looking at summits as a one-time event rather than something that can be leveraged in an ongoing way to grow your list, increase revenue, launch your offer, and use that momentum moving forward.
In addition to our summit strategies that help avoid an unsuccessful summit with low conversion rates and low profit margins, we also have a full system for post-summit profits inside of our Accelerator. This is a customizable way to leverage all the work you did and build the momentum to have bigger and better summits and launches all throughout the year.
All of that comes together to allow you to replace the other slow-growth strategies you've been using to grow your list or launch your course and replace it with something that works a whole lot better and serves you in lots of better ways.
As for people not thinking it’s worth it when they do it all on their own, I make sure that our clients don’t have to do a single thing for their summit from scratch.
And that makes it a whole lot more worth it.
The first summit I hosted took me over 400 hours total to create everything from scratch. With our templates and processes, our Accelerator clients typically spend about 120 hours total, or 10 hours/week on their first summit in the 12 weeks leading up to it.
Now compare that to hosting a repeat event:
Seems pretty worth it to me!
This one gets me fired up every time I see it! We've covered how much more valuable free summits end up being compared to paid events in an episode with Cara Harvey comparing free versus paid summits. But this one comes up constantly, so let's dive in even further:
I think this comes from poorly done free summits. If you don’t host a summit well, of course, it’s going to attract low-quality leads.
I think it also comes from coaches who don’t actually know what they’re talking about and make a judgment with zero experience and teach others that way.
I think it can also come from people who prefer paid events and are trying to prove they’re “right” about their strategy being better.
I’m not saying free summits are always better than paid summits. There are times when paid events can make more sense strategically, but for first-time summit hosts, I recommend free summits every time.
The biggest way we help our clients avoid this is by strategic event positioning. Of course, if you position your event wrong, it won’t attract the kind of people you want. With strategic positioning, you're able to ensure that you're attracting the right leads to your event who will be a perfect-fit for the paid offers you have to sell them.
We also put a big emphasis on attendee experience and help our clients build engagement throughout their summits. Engagement is huge and builds progress. There’s no reason for attendees to feel excited about buying from you when they didn’t see you in action or make progress with what you teach them.
Let’s talk about a few examples of how this myth doesn’t hold true.
So if someone else can have a $60k launch off of someone else’s free event, I'd consider this myth busted.
I talked a lot about how we help our clients and mentioned some of the strategies we teach and provide the training and templates for inside of our Summit in a Box Accelerator.
The Accelerator is a high-touch group program specifically for experienced business owners who have a course, membership, or group program to launch on the back end.
We’ve taken our high-converting summit strategy, and combined it with our feel-good course launch strategy, and it’s really a formula that can’t be beat.
And to be clear, this application isn’t for us to judge whether you’re “good enough” for us. That’s gross. We’re not going to ask for your annual revenue or make you convince us how cool of a person you are. It’s two questions that will help us see if the Accelerator and this training can truly help you. Because if you’re not quite at that place yet, it would just be overwhelming.
But if you…
those are both pretty good signs that you are where you’d need to be for us to be able to help you with the training and in the Accelerator.
Even if you think, “I don’t know if I have what I need, but I do want to learn about summits from you”, apply anyway! If it’s not a good fit, we have all kinds of other resources we’d love to direct you to.
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.