GROWING YOUR LIST (FREEBIES & BONUSES): INFO FOR SPEAKERS

PLEASE NOTE: As a speaker for this summit, you are part of a wide range of types of business owners. Some of you will be more familiar with marketing lingo than others, and some of you will be pros at marketing. Some of you will have participated in virtual summits before, and for others, it’ll be your first time. For this reason, I’m going to explain things in quite a bit of detail. For those of you who have lots of experience with marketing and summits, please bear with me and go ahead and skim through some of the explanations!

COMMUNICATION BETWEEN SPEAKERS AND ATTENDEES

As you know, the summit is free to attend.

Slow Style Home will collect registrations (names & emails) as people sign up. By law, we cannot give you blanked access to this information. In order for YOU to collect email addresses, attendees will need to opt-in to each speaker’s list individually. (If you’d like to know the marketing reasons why this actually benefits you, let me know and we’ll talk).

We want you to get the most out of your experience as a speaker!

The main ways you’ll do this (in addition to being part of a lovely group of creative people!) is by growing your email list and receiving a commission for people who sign up for the summit through you. Click here for info on commissions (aka GETTING PAID).

GROWING YOUR EMAIL LIST

You’ll have two ways of doing this:

  • Offering a freebie (i.e. a lead magnet) to everyone who signs up for the summit.

  • Offering a piece of bonus content to people who pay for the All Access Pass.

We will be sending you the “Speaker Presentation Form” which will ask you for info on your FREEBIE and your ALL ACCESS PASS BONUS. Look for it in your inbox.

FREEBIES (AKA YOUR LEAD MAGNET)

Presumably you already know the value of having an active email list for your business. And you most likely already have a “freebie,” or, something you’ve created to give to people in exchange for them sharing their email address with you.

You can use a freebie you’ve already created (and have used or are currently using), OR you can create a new one, just for this summit, geared specifically to the summit’s audience. It’s totally up to you!


Here’s where your freebie/lead magnet will show up:

  • A link to your lead magnet will be on the program page people will use to attend the summit.

  • You can also talk about and promote your lead magnet sometime during the last 8 minutes of your presentation.

  • And you’ll also be free to promote and link to it in the private Facebook group created for attendees.

THE ALL ACCESS PASS (AAP)

The All Access Pass (AAP) is a paid upgrade available to attendees. It’s a collection of bonus content from the speakers that gets bundled together. People pay one fee for it and then have access to all of the bonuses.

You have the option to participate in this or not, however, we strongly encourage you to do so. Why?

  • It makes the overall experience for the attendees more rich

  • As an outward facing member of the summit leadership, it makes you look good!

  • It’s a way for you to deepen your connection with the attendees beyond your presentation

  • It’s an even better tool for collecting email addresses than your freebie

  • It’s a way for you to nurture potential clients toward a sale

  • The more AAPs we sell, the higher your commission!

Once people sign up for the summit, they will be sent to a thank you page that offers them the opportunity to upgrade to the All Access Pass.

The pricing is tiered this way:

  • $47 right after they register for the summit (available for 24 hours)

  • then it bumps up to $67 up until the first day of the summit (June 9)

  • once the summit starts, it bumps up again to $127.

What makes for a good piece of bonus content?

This content needs to be more valuable than something you’d give for free (like your lead magnet), but not as valuable as, say, your highest ticket offer or the service you charge the most for.

In other words, it should be something you’d normally charge a small fee for. The advantage to the customer is that they’re getting a great deal (awesome bonuses for one fee) but also good for you (for all of the reasons I just outlined, above).

Some examples include:

* An e-book

* A video training

* A private podcast

* A workbook

* Short courses

* A trial membership

The bonus content you decide to share can be something you’ve already created! You don’t have to reinvent the wheel if you’ve got something you can repurpose! If you’d like to create something just for the summit, that’s fine, too. Up to you.

IMPORTANT TIP: If you are going to use something you'‘ve already created, though, we highly recommend you mention the summit at some point during the delivery of the content to the person buying it. Why? There will be lots of bonuses! And people usually need to have their minds refreshed about why they wanted the bonus in the first place! So at the very least, when you send them a link to access the bonus, make sure you mention the summit so they know why they’re getting it!

LOGISTICS FOR SHARING YOUR AAP BONUS CONTENT

Once someone buys the AAP, they will be given a link to the AAP Page where all of the bonuses will be listed. They’ll see your name, a thumbnail photo of your bonus (more on that later), and a link to the bonus.

Where that link to your bonus goes is up to you. How you manage that bonus is up to you.

The most common way of handling this is to either:

  • Set up a landing page form that collects their name and email address (so that they get on your list), which triggers your email service provider to send them the bonus via email. Usually, it’s yet another link that takes them to a place on your website not available to the public (because typically it’s not free content).

  • OR… you take them to a check out page (because you normally would charge for this bonus content). If you want to do this, you’ll need to set up a coupon code that allows them to get the bonus for free, while still getting their name and email address. For example, your coupon code could be SUMMIT or SLOWSTYLEHOME or CYHCYL (for “Change Your Home, Change Your Life”). Use whatever code make the most sense for you to keep track of who and how many people want your bonus. We will share that coupon code right on the AAP Page where all of the bonuses are listed.

IMPORTANT TIP: You want the people who’ve bought the AAP to get access to your bonus as seamlessly as possible. The less friction, the better your results in terms of nurturing them as potential clients. So from their perspective, they click “buy now” on the AAP. Then, they’re taken to a page that shows all of the bonuses. They then choose which bonus(es) they want and click individual links for each of those. If they then have to jump through a lot more hoops to finally get their hands on your bonus, they’re not going to be very happy. Streamline the process as much as possible. Once the click on your bonus link, give them as few steps as possible to complete.