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What Does Your Buyer Want from Your Content?

What are some creative ways you’ve seen of thought leaders to take their content from the stage and re-structure it into content that’s sell-able in other ways?

Yeah. So…I mean that’s what we spend a big chunk of our time doing. So let me go half a step backwards and then I’ll answer it. So the first piece is there’s lots of ways to do that. The trick is you have to do it properly. Right. So if you’re a motivational keynoter, you say listen, I’m going to take my keynote and chop it up into little five minute chunks and blah blah blah blah blah. The point is anything you’re doing has to do what you tell people that it will do. Right. So you gotta think about what is the buyer of a keynote looking for? They’ve got an hour plus or minus. They want to be engaging. They want you to be entertaining and they want a plan to plant a couple of seeds in your head that might cause some interesting thought or at least something to chatter over the cocktail party or something. That’s what the buyer wants. Right. You know and the buyer is not the…. but that mystery person that’s there. When you start to move into training development programs, learning programs, etc. It’s a whole different game. So what does that buyer expect? They need an ROI on that investment. And that investment better be about moving the levers on an individual level that in the aggregate push a business meter. Push a business lever in a way that I can measure. So if I’m selling a program on negotiations skills. I can get up here and talk about negotiations for an hour if I want to go Rah Rah. Here’s 3 things, whatever. But if I’m selling a half a million dollar program to Oracle to train all their sales people on how to be better negotiators, it better work. So the ‘better work’ piece goes before you’re building any thing to know your audience. Right. If you’re going to be held to that standard, make sure that you’re investing in the instructional design, the architecture, and the thinking, before putting things out.

Peter Winick has deep expertise in helping those with deep expertise. He is the CEO of Thought Leadership Leverage. Visit Peter on Twitter!

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