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Get Out of the Uncanny Valley with Paul Aspen
Episode 321st March 2022 • Virtual Summit Success • Jenn
00:00:00 00:18:52

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Swipe copy is one of the things that so many summit speakers pass over because they aren't quite sure how to best use it, so I asked Paul to share how they customize swipe copy over at Civilized Animal Productions. They've just about got it down to a science, so don't miss this, because it could change your summit speaking results!

Get out of the Uncanny Valley!

Want to learn more about booking more summit speaking engagements and making more money from them? Get access to the rest of Paul's session - and more! - so you can up your summit speaking game at https://sellwithasummit.com/speakeredition/

Learn more about Paul at https://civanpro.com

Want to learn about VIP Days and how you can use them alongside your summit speaking strategy? Join me at the Done in a Day Virtual Conference March 7-8! We'll be talking about how to build a winning VIP Day AND how to market and sell your VIP Days. On March 9, I'll also be hosting an after-party session to help you craft your signature talk to sell more VIP Days.

Bonus: You'll get $10 off the regular ticket price when you use my affiliate link - DID Conference Mar '22

See you there!

Mentioned in this episode:

Summit Speaker Strategy Audio Training

If you want to learn more about summit speaking strategies and how you can use it to grow your business, jump over to virtualsummitspeaking.com. I put together a free audio training that you can take on the go in your regular podcast player!

Speaker Audio Training

Transcripts

Jenn:

Welcome to Virtual Summit Success.

Jenn:

I'm Jenn, founder of Virtual Summit Search, and you're in the right place

Jenn:

if you want to make the most of your virtual summit experience, whether

Jenn:

you're a host or virtual summit speaker.

Jenn:

Let's get going with your next step to virtual summit success.

Jenn:

You're listening to a snippet of a session from Sell With a Summit: Speaker Edition.

Jenn:

Now, swipe copy is one of the things I see so many summit speakers pass

Jenn:

over because they aren't quite sure how to best use it, so I asked Paul

Jenn:

to share how they customize swipe copy over at Civilized Animal Productions.

Jenn:

They've just about got it down to a science, so don't miss this, because it

Jenn:

could change your summit speaking results.

Jenn:

Let's dive right in.

Paul Aspen:

Swipe copy is industry standard for summit hosts to provide

Paul Aspen:

for speakers, because it makes everyone more likely to succeed.

Paul Aspen:

The more of the lifting they can do for you, the more likely you are

Paul Aspen:

to actually follow through and to advertise, which means more people

Paul Aspen:

coming in, which means more money for everybody, and everybody wins.

Paul Aspen:

Swipe copy is trying to help you out with what it's already in your interest to

Paul Aspen:

do and what you should already be doing.

But it usually goes like this:

you get invited to go speak at a nice summit.

But it usually goes like this:

The host sends you this highly-tailored swipe copy.

But it usually goes like this:

You're enthusiastic at the start of this process.

But it usually goes like this:

The swipe copy is supposed to make your life easy.

But it usually goes like this:

It's supposed to take just a few minutes, but a couple of days before it's "due,"

But it usually goes like this:

you go and it takes you hours and hours to do each email, even using the

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swipe copy guide and the results you get out of them, you don't like it.

But it usually goes like this:

Maybe it's crickets, nobody's showing up, maybe a bunch of people

But it usually goes like this:

click over and nobody ends up buying and then you blame yourself.

But it usually goes like this:

Like you did something wrong.

But it usually goes like this:

While you can take that professional ownership over your sales emails

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and your sales communications - and you should take that professional

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ownership - you're probably blaming yourself for the wrong reasons.

But it usually goes like this:

It isn't that you're terrible at writing or that you did something wrong or

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messed it up somehow, but rather when somebody else's words come out of your

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mouth, when you're parroting something or speaking off of a script, it doesn't

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sound like you, and that turns people off.

But it usually goes like this:

You might even see worse results than usual and think, "oh man, I thought

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this would be a good fit for my audience, but people aren't jelling.

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This isn't going well, this isn't what I wanted to do."

But it usually goes like this:

That might make you think, "maybe I need to pursue a different strategy.

But it usually goes like this:

Maybe it's not worth sending," but trust me, it is worth

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marketing for these events.

But it usually goes like this:

If you're going to do the work to show up, bring your people.

But it usually goes like this:

They're the ones that are most likely to purchase through your

But it usually goes like this:

affiliate link, they're the ones most likely to support the summit

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enthusiastically because you're there.

But it usually goes like this:

Get used to the idea of leaning in.

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Let's talk about the number one mistake I see with people that use swipe copy.

But it usually goes like this:

The biggest reason it fails, the uncanny valley effect.

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There's this dip in human perception where things that are not very accurate

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are sometimes more attractive than things that are close but not quite.

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Like some of those robots that people have put together, certain cartoons where

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they're clearly not fully human, but they look close enough that our brain is

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like, "Hmm, it's something that's trying to fool us here and that's a bad thing."

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Whereas stick man, over here, we're reasonably happy giving

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those the benefit of the doubt and accepting those as people.

But it usually goes like this:

Well, my favorite example of this as relates to swipe

But it usually goes like this:

copy is from Pixar's Cars.

But it usually goes like this:

We have this great scene where Lightning McQueen - this guy in the

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center here - he has to give off a corporate spiel of his sponsor, Rusteez.

But it usually goes like this:

But he doesn't like any of these people, he doesn't like the brand.

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They're just the people that sponsored him.

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They're a paycheck.

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He gives this little spiel that is clearly not his words, it's clearly

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some script that he was told, "here, say this, you have to do this."

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And he rattles off that script with half-hearted effort and the

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results are very predictable.

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He's parroting what he's supposed to say instead of saying

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it the way he would say it.

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It's very unconvincing, it hits that uncanny valley where the words are

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right, but the person isn't there; we're missing that key component.

But it usually goes like this:

This is how a lot of people treat swipe copy.

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"Oh, the words will make people move.

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I'll just copy this into an email and my list will respond and the

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swipe copy will be a success!"

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More often than not, though, you end up putting yourself in the uncanny valley and

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you don't make sales, your emails don't get opened, your people don't show up.

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Nobody cares.

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It might even hurt your reputation with your audience because they see you

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as a sell-out or insincere, like some sort of money-hungry predator after

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their wallet, instead of someone who's real and authentically recommended a

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useful, helpful, worthwhile opportunity for them to take advantage of.

But it usually goes like this:

Here are the four misconceptions I want to teach you about swipe copy that can

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break you out of the uncanny valley.

But it usually goes like this:

The first misconception is that swipe copy is magic words, that there are ideal or

But it usually goes like this:

perfect words that you could use at any given time that will simply be effective,

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that there are specific words that will act like magic and open the flood gates.

But it usually goes like this:

This is what you see everywhere, right?

But it usually goes like this:

People advertising, "Hey, this is the secret to success.

But it usually goes like this:

Come learn my secret.

But it usually goes like this:

Come pay me for my course.

But it usually goes like this:

Come learn the secret."

But it usually goes like this:

And the reality is, good communication is often very basic,

But it usually goes like this:

very simple, very straightforward.

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It doesn't necessarily require a lot of expertise and it isn't arcane.

But it usually goes like this:

It isn't overly precise or lengthy.

But it usually goes like this:

Like William Shakespeare said, brevity is the soul of wit.

But it usually goes like this:

And what he means by that is being funny or being witty or being cutting

But it usually goes like this:

isn't about being perfectly accurate - it's about capturing that emotional

But it usually goes like this:

impact, the tone of your words.

But it usually goes like this:

People understand tall, dark, and handsome, but it'd be accurate to an

But it usually goes like this:

extreme, but no longer do people actually have a clear picture of what's happening.

But it usually goes like this:

Another good example we've all experienced: if you said "fine"

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in the wrong tone of voice to your parents, you might've gotten

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in a little bit of trouble.

But it usually goes like this:

Even though your words were accurate, your emotional tone - the impact

But it usually goes like this:

of your words - were not what your parents were looking for.

But it usually goes like this:

The easy solution I'm going to give you to this is when you correct

But it usually goes like this:

swipe copy - when you modify it for yourself - read it out loud.

But it usually goes like this:

If it sounds good coming out of your mouth, if it doesn't sit weird, if

But it usually goes like this:

the words don't struggle to come out of your mouth, then it's real.

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It won't be in that uncanny valley.

But it usually goes like this:

You can read through it and go, "Hm, this sentence, doesn't go so good.

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This sentence I need to work on" and make it your own words by reading it aloud and

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you'll feel where you stumble over it.

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You can make it sound like you and get out of that uncanny valley.

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The second big misconception is that swipe copy is somehow better

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than a custom message, that it's better than anything you could do.

But it usually goes like this:

I have been a copywriter for years.

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I know all the tricks of the trade and I love it when my summit

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speakers write their own messages.

But it usually goes like this:

Even if they are not writers, as long as they include all the accurate information,

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the authenticity is unparalleled.

But it usually goes like this:

Literally cannot beat it.

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I can't beat it as a professional copywriter.

But it usually goes like this:

Feel free to toss out the swipe copy!

But it usually goes like this:

Specific messaging from you to your audience will always be general

But it usually goes like this:

messaging that I am writing for all my speakers to use with all

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of their very different audiences.

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Judge the swipe copy!

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The easy solution to escape this uncanny valley is to take professional

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responsibility for the results you want.

But it usually goes like this:

You are writing marketing emails.

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You can judge the swipe copy.

But it usually goes like this:

You can be critical of it.

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Don't be insecure about your own competence.

But it usually goes like this:

You want to take the position that you're the expert when it

But it usually goes like this:

comes to talking to your people, your audience, and determining

But it usually goes like this:

what will be interesting to them.

But it usually goes like this:

The swipe the summit hosts hands you might not work for your audience at all.

But it usually goes like this:

It might take the wrong angle or just be something that doesn't intersect

But it usually goes like this:

perfectly with your people's interests.

But it usually goes like this:

Don't go tone deaf just because you can blame someone else if it fails.

But it usually goes like this:

Take full responsibility for making it successful.

But it usually goes like this:

You're an expert.

But it usually goes like this:

You have built your reputation.

But it usually goes like this:

You're getting invited for that deep expertise.

But it usually goes like this:

Now that you have that solid deep expertise, the best thing you can do

But it usually goes like this:

for yourself is to add on supplementary skills rather than diving and deepening

But it usually goes like this:

your expertise more and more and more.

But it usually goes like this:

You want to diversify your skills once you're an established expert.

But it usually goes like this:

You will get so much more bang for your buck adding skills - like basic

But it usually goes like this:

copywriting, email marketing - will get you far more gains than just

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focusing on being more of an expert.

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Transitioning from an expert to a speaker, you focus less on your

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presentation than on getting people into the audience to listen to it.

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Big mistake number three that puts you in the uncanny valley is the belief

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that swipe copy is a complete functional package on its own, that it contains

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everything you need to sell effectively.

But it usually goes like this:

Most swipe copy tells everyone what they need to know, but

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it's pretty bad at converting.

But it usually goes like this:

It's usually pretty bad, comparatively, at getting people to actually act.

But it usually goes like this:

It's generalized for all the speakers, and specific messages from you to

But it usually goes like this:

the people you know will always beat that generalized message.

But it usually goes like this:

It lacks that shining, living heart of real communication.

But it usually goes like this:

You need to take the info the swipe copy contains and personalize it

But it usually goes like this:

to what you teach your people.

But it usually goes like this:

Most importantly, tell stories, show your people why that information matters,

But it usually goes like this:

why the opportunity matters to them, why you care and got involved and why

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they need to jump on it right now.

But it usually goes like this:

That's the most important thing: you want them to act.

But it usually goes like this:

Now you want them to register.

But it usually goes like this:

You want them to buy into the summit - whatever paid package

But it usually goes like this:

that summit offers, etc.

But it usually goes like this:

- you want to get them involved in that.

But it usually goes like this:

The first rule of writing is to "show, don't tell," and swipe

But it usually goes like this:

copy can't help but tell it.

But it usually goes like this:

You can take what that swipe copy tells and show it to your audience.

But it usually goes like this:

It's easy to tell your audience what's going on - like most swipe

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copy - but getting them to make the connection that it matters is vital.

But it usually goes like this:

So the solution to escaping the uncanny valley of this

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misconception is to recognize that swipe copy is the starting point.

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It's the jumping off point.

But it usually goes like this:

It's the dock that you're pushing your ship away from.

But it usually goes like this:

If you have testimonials and feedback and reviews, you can just pull those

But it usually goes like this:

over into the swipe to be really awesome, specific to your audience because you're

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emphasizing your involvement with it.

But it usually goes like this:

You are getting real people's words - that's hard to fake.

But it usually goes like this:

You're pulling in that social proof and your people love you, so

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they want to see you being awesome because they're already associating

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themselves with you a little bit.

But it usually goes like this:

That's why they follow you on social.

But it usually goes like this:

That's why they're on your email list.

But it usually goes like this:

And look, if you don't have a bunch of testimonials and evidence to pick and

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choose from, you need to get on that.

But it usually goes like this:

The easiest way I can recommend to you is to get the Summit Speaker Launch Kit.

But it usually goes like this:

My wife, Jordan, and I put tickets to a workshop in there where we will

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show you how to collect your own testimonials and social proof that will

But it usually goes like this:

augment all of your marketing, period.

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You can use it for anything you want, but it will take your marketing emails

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to the next level if you can include the testimonial-style stories and

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case studies and other real world examples that are really juicy for

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people to read about and come across.

But it usually goes like this:

Misconception number four is that you need a big audience for swipe copy,

But it usually goes like this:

because swipe copy is just kind of like a shotgun, you're blasting it

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out across your audience and it isn't guaranteed to resonate with anyone.

But it usually goes like this:

If you're writing a marketing email, you're trying to catch

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every single person you can.

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You're not aiming to miss 90% and just get 10.

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You're aiming to get everyone you can.

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That's why Facebook ads dominate is because Facebook has collected

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so much information and stratified everyone by so many details that

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people can pick and choose exactly who they're sending those ads to.

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That's why they're moving.

But it usually goes like this:

But you can do the same with your list.

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In fact, you already have done the biggest portion by making your list

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because you have brought people together that are interested in one

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thing - that thing that you do, that you advertise your marketing list to.

But it usually goes like this:

So you're doing that exact same thing.

Think about it:

when you're writing to your list, you're not hoping

Think about it:

to hit a couple of people; you're hoping it's relevant everyone.

Think about it:

So we need that same attitude when it comes to swipe copy or small audiences.

And this is super true:

small audiences are more energized and more desirable

And this is super true:

than huge ones, 9 times out of 10.

And this is super true:

50,000 followers that convert at a "standard" 10% of 1% is only 50 sales.

And this is super true:

If you have a couple hundred people on your list who love you and are

And this is super true:

excited about what you do and are eager to support what you're doing and

And this is super true:

get themselves involved with it, you can compete with somebody with 50k!

And this is super true:

You can compete with those huge audiences in terms of results, as long as you are

And this is super true:

doing the diligence of actually connecting with your own audience, which is how

And this is super true:

you get all these things to pay off

And this is super true:

. The solution here is super easy

way as a summit speaker:

be real and be engaged with your audience.

way as a summit speaker:

Send them the weekly newsletter, send them the updates on your life events,

way as a summit speaker:

be personable and personal, tell stories about what you're doing, tell stories

way as a summit speaker:

about what you're doing that ,people tell stories about what you're doing next

way as a summit speaker:

week and how you're excited about it.

way as a summit speaker:

Be a real person and celebrate the successes of the people around you.

way as a summit speaker:

Even if they've never given you a dollar, let's say, you know one of your

way as a summit speaker:

followers and you just periodically go and check out your follower's Iinstagram

way as a summit speaker:

or Facebook or something like that, just to kind of see who they are.

way as a summit speaker:

And, you know, you see a new follower, you click over.

way as a summit speaker:

If you go over and see that they got married recently, you know, maybe you

way as a summit speaker:

can just do an article on how you've been married for two or three years

way as a summit speaker:

and this is what you learned and you've been thinking about that a little bit.

way as a summit speaker:

You can do things that are very relevant to the people around you.

way as a summit speaker:

You can celebrate - maybe you see that they got married two days ago on Facebook

and you can shout that out:

"it's exciting to see people building lives," right?

and you can shout that out:

That's super cool.

and you can shout that out:

The more relevant it is to your business and your general audience, the better,

and you can shout that out:

but it's that easy; you just go look for those excuses to celebrate, even if

and you can shout that out:

they've never given you any money at all.

and you can shout that out:

If you have a past client or friend who hits an important

and you can shout that out:

milestone, shout them out.

and you can shout that out:

If you had anything to do with it, that can be a powerful testimonial

and you can shout that out:

that draws people to your business.

and you can shout that out:

If you're a business coach or a motivational speaker that targets

and you can shout that out:

entrepreneurs or something like that, then you can just shout out those

and you can shout that out:

people that are having those successes.

and you can shout that out:

As long as you've got that connection, you don't have to

and you can shout that out:

say, "oh, I did all of this."

and you can shout that out:

You don't want to lie or anything.

and you can shout that out:

You're there to praise them, but you're also showcasing you and

and you can shout that out:

what you do with each one of those, whether you work with thousands of

and you can shout that out:

people or just a few every year.

and you can shout that out:

Partner in success with those people - your efforts are trying to get them

and you can shout that out:

success - and so you showcase that to create a positive atmosphere for people

and you can shout that out:

following your lead to sign up for these summits, to register and get involved in

and you can shout that out:

all of that and spend their time this way.

and you can shout that out:

This also leads to them signing up for your services and all those sorts

and you can shout that out:

of things, because they're reminded, "oh, hey, here's this free event.

and you can shout that out:

I was curious about this guy, but you know, I wasn't sure

and you can shout that out:

I wanted to spend the money."

and you can shout that out:

Or "I saw the coaching package she had and some of that, and I've thought

and you can shout that out:

about getting her and putting her on the list when my boss was asking for people

and you can shout that out:

to come speak for our company, but I want to see more of what she's about."

and you can shout that out:

These free events are perfect for that.

and you can shout that out:

A lot of summits are free and they can come out, they can see what you're like.

and you can shout that out:

They can see it and participate in it and maybe even talk to you and

and you can shout that out:

be like, "yeah, this is the guy our company needs to talk to you right now."

and you can shout that out:

"This is the girl that I need to bring to our group to really

and you can shout that out:

get us over this problem we're going through" or what have you.

and you can shout that out:

You really showcase that by giving them energy, by being encouraging and

and you can shout that out:

making them want to hear from you no matter what the email subject line says.

and you can shout that out:

That is what we call a raving fan or total supporter.

and you can shout that out:

They don't care what the email subject line is, they don't care if

and you can shout that out:

it's this perfectly crafted thing from swipe copy from an expert.

and you can shout that out:

What you really want on your list is somebody that will open your

and you can shout that out:

email no matter what it says.

and you can shout that out:

It isn't about the size of your list or necessarily how many

and you can shout that out:

actual dollars you bring in.

and you can shout that out:

If you have a small list that's really engaged and hypes up the summit and adds

and you can shout that out:

to that experience, if you get them to show up and you get that fit right, maybe

and you can shout that out:

it's only 20% of your audience that cares about it, but if you bring those people

and you can shout that out:

that really care and get excited and show up in the Facebook groups or the live

and you can shout that out:

calls or leaving comments for the speakers and all that, the summit host really

and you can shout that out:

wants that activity, they really want that action, they want people in the chat,

and you can shout that out:

because even if there's only one person that's bought in, that person is social

and you can shout that out:

proof that tells everybody else who sees it who's not commenting that it actually

and you can shout that out:

works, there's some good stuff going on.

and you can shout that out:

Swipe copy is your primary tool to actually provide that value to the summit

and you can shout that out:

in a meaningful, efficient amount of time.

and you can shout that out:

You want to be that productive partner for the host so that they will have

and you can shout that out:

you back year after year, it can become a mainstay in your business, you can

and you can shout that out:

plan on it, you can get in early.

and you can shout that out:

And frankly, a lot of the established people, they'll use the

and you can shout that out:

same swipe copy year after year.

and you can shout that out:

If it isn't broke, don't fix it.

and you can shout that out:

If you come to the same event next year, just tweak your copy a little

and you can shout that out:

bit and see if it leads to more.

and you can shout that out:

You don't have to reinvent the whole wheel.

and you can shout that out:

You don't have to invent it from scratch if you're doing

and you can shout that out:

the same event over and over.

and you can shout that out:

So get on that swipe copy and reach out to me if you need a little help

and you can shout that out:

with some of that social proof stuff.

Jenn:

Okay, that is just the tip of the iceberg when it comes

Jenn:

to getting the most out of your summit swipe copy as the speaker.

Jenn:

You'll want to watch the rest of Paul's session because he busted those

Jenn:

misconceptions and worked through customizing some swipe copy LIVE.

Jenn:

You'll be ready to take on the next swipe copy that comes your way!

Jenn:

Get the full session and more at sellwithasummit.com/speakeredition.

Jenn:

Thanks for listening to Virtual Summit Success.

Jenn:

Don't forget to leave a review and let others know your biggest

Jenn:

takeaways from this episode.

Jenn:

Every review helps others find us, and the more successful virtual

Jenn:

summits there are, the more tips we'll have to share with you.

Jenn:

For show notes, links, and other resources, go to virtualsummitsuccess.live