people are “consuming” knowledge
more than ever before. They are buying and using informa-
tion at staggering rates to improve their lives, make more
money, and do things better and easier. In fact, if you Google
“How to…,” you will retrieve almost 4 billion responses.
TODAY,
Whether you want to grow the
perfect tomato, take three strokes off
your golf game, or build a successful
Internet business, people are looking
for answers—and they are willing to
pay.
With the advent of the Internet and
the vast amount of available free information, you would think that people
would be less inclined to spend money
on “how to’s.” Surprisingly, the opposite it true because there is so much
information available and not enough
time to sift through it. Instead, consumers are looking for a trusted
resource to distill information and formulate it into simple and creative ways
to solve their problems. That trusted
resource is you.
There are tremendous opportunities
for speakers who deliver information
as a natural course of their business.
While their primary delivery medium
may be the platform, speakers can use
their knowledge and expertise to create
products and services to solve their
target market’s needs while generating
additional streams of income.
BEYOND THE PLATFORM
How do you take your business beyond
the platform? How can you create
products and services on your topic of
expertise, get it out to the market place,
and generate more business? Answer:
Incorporate relationship marketing using
education-based communications.
Relationship marketing is marketing
with the intent to attract potential clients
to you; developing relationships with
them over time by making meaningful
contact and allowing them to get to know,
like and trust you; and converting them to
long-term clients and referral sources.
Education-based communications,
also known as information products, will
attract prospects to you. By solving their
greatest needs, interests and wants, you
deliver value, make meaningful contact,
build trust, and keep them engaged.
Examples of education-based communications include special reports,
e-books, informational articles, case
studies, home study courses, assessments, audio and video training,
teleseminars and webinars, workshops,
seminars and boot camps.
