Photo courtesy: dorieclark.com
It is a common perception that A-lister will not promote your event. They are busy. Potential income from promotion is unnoticeable for them. They have plenty of inquiries and don’t understand why they should promote you and not promote everybody else. The list of reasons can go on and on. That is why Navid Moazzez taught his students to have B-listers and C-listers on the roster. Because they will be willing to promote the fact that they take part at the same event with A-listers.
Well, actually, A-listers may promote. You may make an impressive recording after which they change their mind and become willing to share it with your audience. If you have recorded sessions at your summit you have time between their agreeing to take part and actual summit. This gap gives you the opportunity to change their mind.
But what Dorie Clark does is beyond my understanding.
Is she an A-lister? You bet:
- she has 39K followers on Twitter and 47K in her mailing list,
- her “Stand Out” book is a Washington Post bestseller and #1 Leadership Book of 2015 by Inc. magazine,
- she is recognized as a “branding expert” by the Associated Press, Fortune, and Inc. magazine,
- in an endorsement of Influence Summit, she is picked from 60 speakers along with other 6 A-listers.
Now let you have a look at her article for Entrepreneur. I think it is an incredible example. Why?
- the whole article is dedicated to Navid Moazzez, his experience and Branding Summit, which she was a speaker at,
- it was the first time he had been featured in this magazine. Though he added this fact to his website only after the second article with him was published,
- she writes black on white that Navid did not use affiliate promotion for the summit. Read: she did not earn anything from it.
OK, maybe there was a hidden plan that Dorie helps Navid to appear at Entrepreneur for a certain fee. But do you really think it is money that makes A-lister promote other’s stuff?
Dorie does not stop at that. If she takes part in a virtual summit – she promotes it to her massive list. If you click to this link and buy the all-access pass for Bailey Richert’s Infopreneur summit – you will make Dorie a favor. Not me – it is an actual link she sent to her mailing list and I received to my Inbox.
Dorie has a tough live speaking schedule (you can check it at her website). But nevertheless, she was a speaker for THREE virtual summits in September 2017 alone! Is you wonder these are Productivity Summit, Influence Summit, and Success Mentor Summit. Even though sessions were pre-recorded she had found a place for all them.
Of course, hiring Dorie Clark for your next virtual summit is not for everyone. There has to be a good fit between your topic and her activity. If yes – then you already had to befriend such an outstanding participant. If no – there should be people like Dorie Clark in other industries and you should have to look for them.
Speaking the truth, I haven’t answered a question from this article’s title. I’ve never seen anybody had. As I wrote at the beginning of the article, A-lister’s promotion of your event does not depend on you much.
I doubt there is a single algorithm for different people. But if you have one – it should be a foundation for a paid course. Getting an A-lister to promote your event would be a crucial skill for any virtual summit host.