After I signed my book con- tract with McGraw-Hill last July, I hammered out 20,000 words in two weeks. Then, I paused. I stopped to evaluate how much impact this book
would have, wondering if the book would
still be relevant 10 years from now. Then,
I thought about how to structure the book
in a way that readers could not only take
action, but also measure their increased
performance as a result of the book.
After I put the manuscript on hold,
I began to evaluate the content in new
ways, be more strategic in the marketing
plan, develop a customizable process for
the reader and make it easier for readers
to implement. I also sought ways to repurpose the book’s content to be used across
multiple multimedia formats for multiple
Here, I’ll share with you my process
for making the content more actionable
and longer lasting.
Creating evergreen Content
Screen to Screen Selling is about using technology to effectively communicate with
customers and close deals. When choosing
the most effective technology for a sales
professional, an executive or a professional
speaker, there is no silver bullet solution.
There is the solution that works with your
existing technology (i.e., operating system,
device, apps), within your budget and
serves your customers’ best interests.
As solutions change over time with
innovation, it’s important to constantly
evaluate your tools, skills and knowledge.
Instead of recommending a list of apps,
tools and devices in the book today that
might be obsolete tomorrow, I focused
on the process of using technology. So,
for example, if you use Join.me for
online meetings today and then switch
to Zoom.us, you still have skills that
transfer as the technology evolves.
Finding new ways to approach
your book content can help it
stand the test of time
By Doug Devitre, CSP