106: Inside the Digital Products That Sell Summit (Heather’s Honest Recap!)
Get the full (and honest) recap of the Digital Products That Sell Summit.
Heather takes you behind the scenes of planning and hosting the summit, sharing what went smoothly, what she would do differently, and the lessons she learned along the way.
From coordinating speaker schedules and promoting to multiple audiences to creating a seamless experience for everyone, Heather shares what it is really like to host a large online event. She also gets real about juggling business and everyday life, including preschool graduation, room mom duties, and all the things that do not pause for a big launch.
If you have ever thought about hosting your own summit, this episode is for you! It is proof that a summit can be a powerful way to grow your business, and that you can absolutely do it on your own terms!
Key Takeaways:
- (02:10) Choosing speakers and topics; pricing strategies and promotion
- (05:40) Handling speaker no shows and last minute tech issues
- (10:05) Lessons learned from coordinating a large online event
- (14:10) Juggling family life during a major launch
- (21:40) Why a summit is a great growth tool without relying on ads
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Behind the Scenes of Hosting a Successful Digital Product Summit
The “Digital Products That Sell Summit” was more than an event—it was a journey of growth, learning, and building community. For every challenge there were even more wins, and the feedback from both speakers and attendees was overwhelmingly positive.
Keep reading to find out more!
Designing a Purpose-Driven Event
The “Digital Products That Sell Summit” ran from June 2nd to June 5th and drew more than 3,000 attendees—remarkable for a free virtual ticket offering.
Our structure was intentional: three days of expert-led presentations, each with its own theme—crafting strong offers, attracting ideal customers, and making more sales—followed by a live day with me for Q&A and support.
The goal was clear: provide actionable strategies that work right now, helping combat the shifting landscape of digital product sales.
To further serve attendees, we offered a VIP upgrade with lifetime presentation access and exclusive bonuses, converting 225 attendees—a strong outcome that validated the value we were providing the community.
Event Promotion and Speaker Collaboration
A significant portion of our outreach was made possible through both speaker promotion and targeted Facebook ads.
I invested just under $10,000 into ads but continually monitored results to ensure my ad spend always earned a strong return. Throughout, most speakers stepped up by promoting the event within their circles, contributing to our high sign-up numbers.
However, working with guest speakers came with its quirks.
While nearly everyone was professional and engaged, there were moments—like a no-show speaker who ghosted or another who canceled without notice—that reminded me of the importance of clear communication and collaboration.
These experiences helped me refine my speaker selection process for the future, emphasizing alignment and effort over sheer numbers.
Navigating Life and Business During the Summit
Launching a major event rarely happens in a vacuum, especially when you’re a parent.
The summit coincided with the last week of school for my kids—preschool graduation, room mom duties, and all the sentimental farewells. Add in a home closing, HVAC servicing, and a few unexpected hiccups (like our Internet crash right before my live webinar!) and it was a true test of juggling family, life, and business.
Despite technical challenges and a packed schedule, adaptability and having a supportive team made all the difference.
Whether it was my team member Alexis standing by to cover for tech issues during a workshop, or tapping into encouragement from business friends, support systems proved invaluable.
Lessons Learned for Future Summits
Reflecting on this experience, here’s my advice for anyone looking to host a summit:
- Keep it focused: Choose a dozen or so speakers who closely align with your audience rather than casting a very wide net.
- Prioritize communication: Encourage open dialogue and clear expectations with all collaborators.
- Equip your partners: Provide speakers and affiliates with swipe copy and graphics—beautifully designed assets by Maury King elevated our event and made promotion easier.
- Choose timing wisely: Avoid launching during personally demanding weeks; proper scheduling can save immense stress.
Additionally, don’t underestimate the power of summits for list building and audience growth, even if you’re not ready for paid ads. With careful planning and authentic connection, your event can have a huge impact.
Running this event confirmed for me (again!) how much is possible for teachers online. Your skills and your story can create real impact—and income—beyond the classroom.