In this article, I want to talk about a few very sneaky and under the radar mistakes that can kill your virtual summit’s success.
Sadly, I see these happen all the time, even in markets that should be “slam dunk” successes.
All three of these come down to one thing…..Content.
Content is STILL king, and with virtual summits, its importance is amplified.
Using the example of the most common virtual summit structure, where the content is free for a period of time, and attendees have the option to buy the recordings, it is really a “try before you buy” scenario. So, you REALLY have to make it count!
I see folks get the market right, the hook right, even the audience right, but they drop the ball on the content.
In an interview with, the CEO of the Tapping Solution, Nick Ortner, he said, “You really can’t just put up 20 random “radio” interviews, call it a “summit” and expect for people to have a good experience”
Note: The Tapping Solution produces, The Tapping World Summit, which has generated over $10 million of revenue since is inception, nearly a decade ago.
Here are the 3 most common content related mistakes when it comes to virtual summits.
#1. Death by story
I’ve watched and listened to countless virtual summit sessions, where halfway into the call, they are still talking about the speaker’s story and background.
Questions like “How did you get into this”, “Tell me more about yourself”, “What’s your favorite story about X (the topic)”…etc., prompt speakers to spend a significant amount of time talking about themselves rather than teaching.
This can be caused by the hosts too.
Put yourself in the shoes of your audience. Yes, they want to learn more about your speaker, but they are MUCH more interested in what the speaker has to teach them.
Stories and anecdotes are useful if they are driving teaching points and answering questions. When it comes to summits, stories for the sake of storytelling are not a winning strategy.
Background and bios should be there to answer one question, “why should I listen to you?”
Keep the bios to 3-4 minutes MAX. If it seems that it’s getting too long or they are not answering that question, you can always do some creative editing and cut some of it out after the fact.
#2. No specific “transformation” (Results/Outcome)
What will the attendees get out of your summit?
What is the specific change/outcome/result they are looking to achieve?
I’ve seen this way too often, where summits don’t offer a specific result or outcome.
A group of experts talking about a topic doesn’t guarantee your audience will get a specific result. So, crafting the content and summit session to move your audience closer to their desired outcome is the way to go.
Just saying, I would not be very excited to buy the “Feel Good Summit.”
Even if its niched down to “Feel Good if you’re a Puerto Rican Male between 30 and 40 Summit.”
Niching is very important, in fact, it’s critical. However, it is not necessarily “THE fix”, for this issue.
Your audience is ultimately looking for a result.
In my opinion, a general offer with a specific result will typically do better than a niched-down offer with no specific result. But that’s just me.
#3. Just Tell Me How
In a sense, this ties a bit to the previous points.
When drafting your content and creating your sessions keep in mind that your audience not only wants to know the what, but also the how.
In my opinion the least valuable type of content and the harder to sell is:
- Focused on “what to do” at a high level,
- Provides a lot of theory,
- General and broad,
- Stories without teaching points,
- Doesn’t provide a specific outcome (same as above),
- No examples
On the other hand, I think the content that is most valuable and is easier to sell is:
- Focused on “how you do it” at a detailed level,
- Practical and actionable,
- “How to” style that show you how to achieve or move closer to your outcome,
- Step by step and systematic (Make it a “System”),
- Supports the specific result your audience wants,
- Has examples, and case studies.
A virtual summit has a lot of moving parts, but in my opinion, nothing is more critical to its success than the content.
You don’t want to get the market, the audience and the hook right, only to watch your summit falter because of sub-par, ineffective and unfocused content.
Don’t let it happen to you.
Note: A similar version of this article is posted on Freedym.com