GSI US M5 Content Design Template

TEMPLATE

CONTENT DESIGN ULTIMATE SPEAKER 1 Copyright 2017 Global Success Institute

CONTENT DESIGN When you’re running an event at which you intend to pitch a product or service, you must recognize that the entire event is designed to achieve three things: 1. Create raving fans, whether or not they buy 2. Create raving fans who buy 3. Remind your current clients that you rock and they’re proud to be with you

So you must provide outstanding value in terms of the content, and make sure that your content helps to position your actual pitch.

The content is what fits around the pitch.

Again…

The content is what fits around, and supports the pitch.

You don’t design the content to please yourself. You design the content to support the pitch. Whatever doesn’t support the pitch, shouldn’t be there.

The content must be: 1.

2.

3.

4.

Simple Understandable for the level of the room Fun and entertaining to learn Forward your mission to help them go even further

Don’t try to cover everything in the training event. PLEASE don’t over-deliver on content.

Less is better. If you deliver too much content, the audience will be overwhelmed, and will turn off, and won’t buy from you.

You can’t teach everything on your topic in one event. You can cover a couple of points well.

If they’re into it, and love it, and want more of it, then that’s why they will buy.

You don’t teach it all in one sitting. Please please please don’t over-deliver. You are overwhelming them and costing you business. There is just no point. They will not be raving fans. They will leave confused and put off from the topic. That’s them, leaving with their dreams of XXX smashed in a haze of overwhelm and complicated content.

Keep it simple.

If it’s a choice between laughing with a little bit of learning, and learning with no laughter…

It’s better they laugh.

They won’t remember when you said. They will remember who they feel.

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THREE TYPES OF EVENTS Webinar: One webinar – 90 minutes to two hours

One day training: Four segments – 90 minutes each

Friday night to Sunday seminar: Two segments Friday night – 75 minutes each Four segments per day – 90 minutes each

FOCUS ON HEADLINE The headline to the event must be a perfect way for a potential attendee to assess their interest in the event, and their commitment to attending.

The formula can be…

The

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FOCUS ON CONTENT Your content is focused on why this matters, and what matters. There is a little of the how to do this, as long as it’s understandable, doable, and enjoyable to learn. It must have immediate application. It can’t be theory. It can’t be something they will use ‘one day’. They must be wowed, right now, based on their level of comprehension.

FOCUS ON SEEDS Throughout your content, you must be seeding the importance of your message, and ideas that help position your pitch.

You must help your audience be ‘primed’ to buy, or they won’t.

Straight content, with no seeding, will get you zero sales. Don’t waste your time on thinking people buy because of content. They don’t. they buy because they feel; 1.

2.

3.

4.

Certain of themselves Certain of you Certain of the pitch Pumped by the ideas

FOCUS ON EXPERIENCE As always, the experience you give them – your style – must come through. You can’t just pump through the power points thinking they will love it and you. They won’t.

They want EXPERIENCE. They want to feel alive. Engaged. Entertained. Playful. They want to laugh. They want to cry. It’s like a movie. With a hero… sound familiar?

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FOCUS ON SIMPLE It must be a simple strategy with steps. It must be a framework. It must be a system. It must be a formula.

It can’t be random ideas thrown together that you’re excited about.

You must be able to deliver the three steps to…

The Five Keys…

The Seven Master Keys…

The Three Guideposts…

In each of the keys/steps/guideposts you will give them: 1. Why it matters 2. What it is 3. An example that showcases how freaking cool you are

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SEGMENTS FOR EVENTS This is how I design my events…

DAY

DAY 1

DAY 2

DAY 3

PITCH

---

PRODUCT 1

PRODUCT 2

Segment 1

---

Discuss the previous day

Key learnings so far

New content

What’s going to be different now you’ve learned this New content Seed lunch pitch

Segment 2

---

Segment 3

Simple content that leads to pitch

Simple content that leads to pitch

PITCH BEFORE LUNCH

PITCH BEFORE LUNCH or at lunch

Answer leftover questions from pitch

Answer leftover questions from pitch

Seed big pitch Segment 4

Opening/ Intro/ Welcome Overview of what we will achieve together

Intro what’s coming on the last day… make sure it flows from this segment

Who it’s for/Who it’s not for

Seed big pitch

Business success… know your market Know the foundations Know the strategies for creating a business you can sell

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Wrap up any loose threads

CONTENT FORMAT All content must have a strong format – 1. Lots of WHY THIS MATTERS up front, so that everyone can see what’s in it for them, and what they’re going to get out of it

2. The strategies we’re going to learn together – the WHAT THIS IS frame

3. Show them how it works – don’t do all the steps of a 67 step process – show them steps 5, 34, and 65 so they want the rest 4. Keep coming back to how this applies to them – what this means for you is… how this will work for you is… the benefit of this for you is… what’s great about this for you is…

5. Keep checking in that it’s useful, they get it, they can use it, and what’s missing 6. Don’t teach something unrelated to the pitch – stay on target – they are there to learn about XXX and you can’t teach all of the topic in one event, so you need longer together

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QUESTIONS TO PREPARE YOUR CONTENT AND PITCH: Who is the audience?

If you could give them anything in the world, what would they want?

What do they need?

What are their fears?

What are their frustrations?

What keeps them awake at night?

What product would they buy?

Why would they buy this product?

What are the features the product would have?

What benefits would these features have?

What would their objections be about buying this product?

What bonuses can you add that are perceived as hugely valuable?

How can you show them it’s easy and doable?

How can you show them that it works?

How can you prove to them that they can do it?

What would you need to teach, to help them see all of the above?

What will you do to reverse their risk?

How do you encourage immediate action?

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ULTIMATE SPEAKER

Edition 1 | Version 1 | August 2017 Published by Global Success Institute

Copyright 2017 Š Global Success Institute All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by information storage and retrieval system without permission in writing from the publisher.

In some instances, people or companies portrayed in this book are illustrative examples based on the author’s experiences, but they are not intended to represent a particular person or organisation.

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