In the last two posts we've done the work to identify your summit's audience and topic. Now, we'll put those pieces to use to determine your summit's positioning.
Once you have this down, everything else will become so much easier - from attracting an audience, to writing copy, and so much more!
Your summit's positioning will be directly decided by the audience and topic you choose. The difference is who it's for (audience) and what it will do for them (topic) versus the way that you're actually going to communicate that (positioning).
That leads us right into the top positioning mistakes to avoid:
The first one is not putting enough thought into it. A lot of hosts treat their summit registration page as this short, basic landing page that doesn't need any information and skips the strategic positioning altogether.
It's almost like they think the fact that they're hosting a summit is all that's going to matter to make someone sign up. As wonderful as it would be, it's just not the case.
Similarly, I see a lot of summits focused on a few things that don't matter as far as your audience is concerned. Some of those things include:
None of those things are what you want your positioning to focus on. But let's go into what to do instead.
Remember when we chose your profitable topic based on your audience's biggest problem? I want you to go back and brainstorm all of the big pain points that your audience is experiencing.
For example, one of my summits helps designers streamline and simplify their business so it can be more efficient, profitable, and stress-free. A lot of the pain points I hear from them are things like:
Next, flip that around and brainstorm the benefits of solving those problems.
Those two pieces come together to create a transformation that you can give your audience. That's what your positioning should focus on. Start with bringing those pain points to life for your audience members.
For me, it's the fact that designers can't break past $3k months because they don't have the time they need, or they reached the end of the day, are exhausted, and feel like they gave it all they had without making any progress.
From there, show them what their life or business will look like after the summit.
For me, it looks like a streamlined business that can be run in a fraction of the time with time to focus on things like passive income products or even relaxing, which is something a lot of them can't even fathom.
It's up to you to paint a picture that lets them see what's possible through your summit. This is so much more powerful than the fact that you're hosting an event with some pretty cool speakers.
Now that you have the positioning down, let's talk about where that positioning will show up.
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.