others clitSources For Your Educational Material Content – Your Speeches

You are already speaking about what you can write about. Take the concepts of the content of your speeches and write down all the details and strategies that support the concepts.

Let me give you an example. In one of my marketing speeches, I talk about the effectiveness of postcards as a marketing communication device. In the ten minutes or so on this subject, I speak about

- why letters don’t work

- why postcards do work

- uses of a postcard

- sources of obtaining postcards

- show a few examples

That’s about all I ever have time for in my speeches. This part of my speech is enough to get my audience thinking about why they might want to add postcards to their marketing communication mix. And the speech has enough content to get you started. But not enough to make you as proficient as I am in postcard marketing. (After all, BusinessWeek Online recently said, “If Ed Peters is not the postcard king, he’s at least royalty.”)

I use my marketing manual to support the general concepts my speech never has enough time to develop. Look at what the manual provides on the same subject:

- same information as in then speech, PLUS

- what to write on postcards

- where to get free postcards

- where to print 4-color postcards

- printing information and pricing

- postal regulations and size template

- more uses for postcards in marketing

The postcard section of one of my marketing manual is 14 pages—far more than the amount of information in the speech—and is written in a “how to” manner. The manual gives the reader all the information they need to be a postcard marketing expert.

In a two hour seminar, I speak about 8-10 marketing concepts but I am unable to develop the concepts to make you an expert. Each of these 8-10 concepts becomes a section of the manual and is discussed in great detail.

So start with your existing speeches. Break them down into the numerous concepts and just start filling in the details. Before long you will have created some valuable sections of your manual.