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Manuals 4Profit:
Developing & Marketing Educational Materials for 4 & 5 Figure Sales Every Time You Speak
How I Got Started Writing and Developing Manuals
Why Not Books
They don’t really want Your books
You can’t get a fair exchange for your information in a book
Your audience doesn’t want another book they won’t read
Books are read once (maybe) and never again
If not book, what?
Expertise and Responsibility
First, be an expert!
Responsibilty of a speaker to WRITE
Benefits of education beyond the platform
If Not Books, Then What?
Why a Manual?
They want the information, not the package
The manual as your brochure
Price is right
You don’t need an editor
Make changes in real time
Real time change example
Cost and style advantages
Product is a Dirty Word
Never Use the Word Product
Fix your website
Content
Where Do You Get Content?
Your speeches
What you’ve already written
Idea files
Industry information
Writing & Assembly
From content to the written word
Writing process
Writing vs. typing
Assembly process
Manual Subject
Any Subject Can Be a Manual
How to Communicate "Investment"
Manual is an Investment, Not a Purchase
Return on investment
Communicating ROI
Pre-speech marketing
Introduction
Your speech itself
Your sales presentation
Order form
Guarantee
Testimonials
Marketing Materials
Your educational materials themselves
More on Expertise
Ultimate manual secret—you gotta be good
Sell information, not time
Selling From the Platform
Selling from the Platform
Hate selling from the platform—get over it!
Selling from the platform is a skill
The selling script
Timing—When to sell from the platform
When to use the order form
Selling Environment
Controlling the selling environment
Setting up the room 4Profit
Clothing
Chair set-up
Lighting
Sound
Breaks
Room temperature
Where to Sell Your Materials
Back of the room vs. front of the room
Displaying your materials
Payment
Make it easy to pay
Spread payments over time
Take checks
Take IOU’s
Money Back Guarantee
Layout Secrets
Don’t use a Table of Contents
Covers
Back cover
Binding
Printing
Inside Cover
Bio
Pricing Your Materials
Pricing Strategies
What it’s worth
What the market will bear
Cost/price ratio
Testing
Marketing Strategies
Scarcity as a Marketing Tool
Shrink wrapping
Order Form
Give it away as a marketing strategy
Free speaking as a marketing strategy to sell manuals
Sell manuals upfront vs. post-speech
Packaging
Packaging Strategy
Package the package
Package to control returns
Free Shipping Idea for Your Manuals
Pre-Speech Marketing Key to Materials Sales
Pre-speech marketing is key to post-speech profit
Pre-speech communication
Pre-speech conditioning
Company newsletters/publications
Postcard mailing
Telephone calls
The real value of pre-speech telephone calls
Making your telephone calls more meaningful
Reducing your no-show factor
How Ed Peters used pre-speech marketing to et hired over better known speakers
Profitable Use for Your Materials
Educational Materials as Marketing Materials
Audio Manuals
Audio Manuals
Create an audio version of your manuals
From Master to finished product
Tape vs. CD
Cost savings tips for cassettes
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