Updated: Jan 20
Does this sound familiar?
You attended a conference and listened to a dynamic speaker who filled your notebook with quotable quotes. You took copious notes while in the room, but they left the stage when they finished and that was the last you saw or heard of them. You went home and never looked at that notebook again.
I've been there too.
I've attended many seminars, summits, conferences, and conventions, and I noticed one thing; all the great speakers had a book ready to sell in the back of the room at the end of their speech. They know that if they don't give their audience something to take away, people will lose their inspiration in that notebook of quotes that never gets a second look.
If you are in the speaking, training, or coaching business, you may also notice another thing; most great speakers also have a companion guide, workbook, or mastermind guide available to accompany their book. They know how to leverage their influence.
It's one thing to have a book to sell, but it is another thing to have something that people can work on that will help them think through the concepts that you have addressed in an organized, linear manner. Many people don't want you to solve their problems, they want you to open their awareness and give them thought-provoking principles that help them change their life circumstances.
Okay, okay. Many people want you to solve their problems so they can blame someone else when it doesn't work out for them. But I'm not talking about those people. I am talking about the ones who come to experience true transformation.
Let me get back to the importance of leveraging content.
If you are in the industry or business of teaching, training, speaking, or coaching, nothing screams expert like being an author and having a teachable, duplicatable system to help cement your speaking points, concepts, ideas or principles.
There were many speakers from whom I purchased books and thought, "I wish they had a workbook for this." I often went home and created my own to use as I read through the book and worked through the exercises outlined within. It did wonders for my ability to stay focused and reflect on all the speaker said.
Adding a workbook, participant guide, or mastermind guide engages all four types of learners. They have seen and heard you speak (visual/auditory), they can read your book (reading), and now they can act on what they've learned (kinesthetic).
By including a handout, workbook, guidebook, you give all people an opportunity to embrace your message in various ways. You also leverage your position by creating additional income streams from one single event.
Find an editor or designer who can capture your message's key ideas and concepts and put them in an easy-to-use and follow digital or paper product that your participants can take with them. It is an investment worth making if you truly want to maximize your impact on the people in the room. It will make a world of difference in your sales and reputation.
My last piece of advice: make sure it is well written and designed. Having something is sometimes better than having nothing, except when trying to make a name for yourself in the speaker, trainer, coaching industry. You are up against thought leaders and experts in the game. A well-written book, handout, participant guide, or mastermind guide will signal to the world that you are ready for the big leagues. Please go out and make it great!