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
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.
“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
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
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
Once you have your thoughts
recorded, you can transcribe them into
the beautiful product of your dreams.