Speaker - June 2009

Advice for enterprising speakers
create Product the Write Way

Self-improvement is big business. People are always looking for ways to improve various areas of their lives, including business, finance, health, family and relationships. By writing down your wisdom gained from past experiences, you can develop educational blueprints for timeless programs that can serve as additional income streams to your existing speaking business.

You might be thinking, “I have never written a thing, except a term paper that was mostly plagiarized from the Encyclopedia Britannica.” Or, “I have all these ideas to share, but I can’t write them all down.”

Have no fear! Writing your own products can be relatively easy, once you overcome the paralysis of typing your first word. After demystifying the following myths, you’ll be ready to boldly tackle the keyboard.

MYTH 1:
“No one has ever
done this before!”

There is nothing wrong with being attached to your creation. After all, you did conceive it. But like people, products all have the same general makeup. To be unique, you have to have something the other guy doesn’t.

When I am consulting with a speaker, I’m often asked, “What do I do?” My answer: “Plan!”

Ask yourself these key questions:

Who is my audience?

How do I want to present to them?

What am I willing to do to get to them?

You’re not creating the world— you’re just improving on what is already here. Strive to understand your audience and its needs. If you are developing a product for the aviation industry, stick with pilots and flight instructors, not train operators and tug boat captains.

Decide how you are going to get the product to your audience before you go to the drawing table, so time isn’t wasted. If you’re creating audio, determine if you need digital format, hard disc, or both. Figure out the number of CDs, and if you will need supplemental discs or DVDs.

Think about perceived value when brainstorming ideas for promoting product. If you choose to speak from a platform, you will need a robust, meaty product promotion. If you plan to offer your

product through the Internet, it needs to look clean and unintimidating. If you are fee-based and include your product as part of your package, then you will have a completely different approach.

The next question I hear is, “How do I get my thoughts on paper?” I say, “Record it!” Purchase a handheld recorder and take it with you wherever you go. If your best thoughts come in the middle of the night, bring it to bed with you!