By Steve Eriksen, founder of EventRaptor
In business, one of the most important concepts I have ever come across is “Start with the end in mind“.
You should always decide on the outcome you want before you start a task.
Otherwise, how can you measure if you executed the task successfully?
Whether we’re creating an event, setting up a marketing campaign, writing a presentation, or anything else, we’re asking ourselves “who are we aiming this for, and what is the outcome we expect to achieve?”
Let’s apply this to a virtual summit.
First of all, you need to decide what the outcome is that YOU want. More sales? Build your list? Increase your perceived authority in your space?
When you understand your own desired outcome, you can design the event to make it happen.
If you want to build your list then we suggest a prerecorded summit could be a good idea.
If you want to make sales, do a live summit instead. You’ll make a lot more sales to a live audience in the room than to an audience who watches videos on your site.
Regardless, you need to attract the audience for your virtual summit.
First, what is the niche you cover? We describe the niche in terms of the challenge the audience has, the problem they are going through.
For instance, a niche can be: “Education about effective ways of getting more clients, providing courses, workshops and coaching to help our clients get results.”
Then we describe the audience in a very natural language, describing their pains and desires: “Life coaches, health coaches, wealth coaches and small business coaches. Often they are just starting out, or have been going for a while, and are struggling to get clients. They understand they need to take action to get their systems built out, so they can start properly getting more prospects and converting them into clients, but lack the knowledge and understanding of how to do it.“
If you search on the Internet for “ideal avatar” you’ll find that many discuss it in terms of demographics, e.g. “you need to describe your ideal avatar as Mary, age 45, has two kids in school, attends the PTA, lives in rural Minnesota, reads the following magazines:…” I personally have never understood how that’s going to help me sell to my “ideal avatar”.
Instead, when I know what their pain is and what they desire, I can target them through appropriate messaging and offers that will help them achieve their desired outcome.
You must describe the outcome in clear language, as a statement of benefit for your audience, rather than focusing on yourself. As we’re discussing a virtual summit, the outcome could be:
“You will discover various ways to attract more clients, including how to get clients using social media, following up using CRM automation, and you’ll discover new strategies and methods to get more clients.”
Example
So here’s the end result:
Niche: Education about effective ways of getting more clients, providing courses, workshops and coaching to help our clients get results.
Audience: Life coaches, health coaches, wealth coaches and small business coaches. Often they are just starting out, or have been going for a while, and are struggling to get clients. They understand they need to take action to get their systems built out, so they can start properly getting more prospects and converting them into clients, but lack the knowledge and understanding of how to do it.
Outcome: You will discover various ways to attract more clients, including how to get clients using social media, following up using CRM automation, and you’ll discover new strategies and methods to get more clients.
A Sample Registration Page
Using the right tools, like our AI system, you can get a GREAT starting point for your own copy. We use the input of your niche, audience and outcome to generate content If you use AI tools the right way, it can be a huge time saver.
Here’s a fully AI generated registration page example so you can see what can be achieved.
Note: we always suggest you use this as a starting point and do any rewrite needed to make it sound more like you, and fine-tune it for your audience.
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If you’re interested in how we can help you build your own sales funnels and help you get more clients, let’s have a chat!