15. Any [YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] by using [YOUR
PRODUCT], because [HOW IT
SOLVES THE PROBLEM]
16. [YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] using [YOUR
PRODUCT], because [IT SOLVES THE
PROBLEM]
17. Any content professional can improve
their org’s training and education by
creating online courses, because the
material improves over time and is
easier to deliver.
Today’s presentation
18. Any content pro can become a
course creator because online
course apps like Moodle leverage
skills you already possess.
STC Moodle ½ day course
19. Any content professional can
create better content using
FrameMaker because it helps them
work faster and more accurately
STC FrameMaker course, June 27-Aug 4
(registration link goes here)
20. Every writer can easily deliver
mobile output using FrameMaker
because all the basic steps are
done for you.
Adobe Webinar on Thursday
(registration link displayed here)
21. Create a journey for
your audience
Wizard, Dorothy, and a
voyage of discovery
31. My Pain/Problem/Person
As a content pro, you need to do more with less
You want to produce the highest quality training product
possible
32. My Amplification/Aspiration
Traditional methods suck up time, resources
Exhausting to maintain
Better education reduces load downstream
Better content reuse across org reduces load
Better reuse improves content
33. My System
Course Modules
6 most important parts of a topic, written as
compelling benefits, not a list of features
34. My Testimonial
Story of saving over 80% of production time
by standardizing on FrameMaker
and a template-based workflow
35. My Offer:
Details of the STC FrameMaker
course
See the STC website for course signup
36. My Response
What I want from you
Move beyond the sales page,
either directly into purchase,
or into webinar or other activity within sales funnel
43. Influences
• Ray Edwards (copywriting)
• Jeanine Blackwell
(online courses, course launch, affiliate)
• David H. Lawrence XVII (authentic voice)
• A host of others from SMMW (affiliate)
Hi, I’m Matt, been a stand up trainer, an online trainer, and for the past two years, been working toward developing online courses for the material I’ve been teaching.
I have a quick one minute video to set the stage here
Tell story of delivering the dry run of this talk
Not adobe employee
Not here to talk software and tech
Because while I hope you all are interested in this, it’s about the connection to the material, it’s about getting the right folks in the room, not the most folks.
PPTX is the most common, and arguably, as good as anything else
Obviously, some things require specialized tools
Ok, since we now know there’s no vendor recommendations here,
Time to get on with the show
Creates same fear as public speaking
Excuse for Flying monkeys slide
Couldn’t find an appropriate stock photo, so I just snapped a selfie
People are afraid of being “found out”
Close to 100% related to practice and preparation
So let’s get ourselves off that blank page…
It’s about having a system (or framework) that guides you through the process.
Unique Selling Proposition
Intersection of what you’re good at, what they need, what they’ll pay for or make time for.
Bring Copy that sells to the preso
By Ray Edwards
From “How to write copy that sells”
How many just judged Ray on his writing skill?
Clearly, Ray is not an English or tech comm major
Actually he’s a radio broadcaster by trade
Here’s my version
My paraphrased version
Put another way:Copy Thesis for this presentation
Put another way:Copy Thesis for STC FrameMaker course
Be honest with and true to your audience
Nearly all of us know Dorothy’s story. Classic Hero’s Journey stuff
Recently I went to SMMW in San Diego, listened to David H. Lawrence 17th
AOL voiceover (don’t think he did You’ve got mail)
Price is right,
Lost
Share story about giving elevator speech
People don’t resonate with content, they resonate with people/personality
Give away your best stuff, but make it lead to more interaction
Create post-specific content to increase conversions
If it doesn’t seem important to you, it won’t seem important to anyone else.
Fm Moodle Course
No substitute for hard work and the resulting experience
Thesis, PASTOR, and Sales Page systems provide framework
Surest way to fail: Create your material in a vacuum and immediately launch to a large audience
Remember
It’s not the diploma, the clock, or the (courage) but the journey
It’s your job to provide the journey
Wicked Witch slide/yellow brick road slide