Using your content to create killer courseware
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The document provides guidance on creating online courses using existing content and expertise. It emphasizes defining the audience and their problem that the course will solve ("Copy Thesis"). Examples are given for writing compelling course descriptions focused on the solution rather than features. Advice is given to break the course into modules and activities that follow a problem-solution format. The goal is to craft a journey for the audience and sell the value of the course through the various elements like the sales page, modules, and activities.
![Any [YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] by using [YOUR
PRODUCT], because [HOW IT
SOLVES THE PROBLEM]](https://image.slidesharecdn.com/usingyourcontenttocreatekillercourseware-160526164122/85/Using-your-content-to-create-killer-courseware-15-320.jpg)
![[YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] using [YOUR
PRODUCT], because [IT SOLVES THE
PROBLEM]](https://image.slidesharecdn.com/usingyourcontenttocreatekillercourseware-160526164122/85/Using-your-content-to-create-killer-courseware-16-320.jpg)
Using your content to create killer courseware
- 1. Using your content to create killer courseware A glimpse at that man behind the curtain
- 2. It’s not about the tools If it was, Scarecrow didn’t need a brain, just a diploma
- 3. So, of course, there are no ruby slippers This session is not: • tools training • tech recommendations • about Captivate
- 4. Tool choice is secondary
- 5. Poll: What’s the scariest part about creating an online course?
- 6. By Source, Fair use, https://en.wikipedia.org/w/index.php?curid=33374395
- 7. “Fear of Public Speaking”
- 8. Getting caugh with your pants down
- 9. Actually, here’s the scariest part
- 11. *What’s your “one thing”?
- 12. Define your USP
- 14. *Copy Thesis, by Ray Edwards
- 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
- 22. Example: Voice preso at Social Media Marketing World
- 23. Even if you’re not charging for it, you’re selling it
- 24. Use your Copy Thesis to craft a convincing title
- 25. The title is the first step in selling your audience
- 26. Sales page
- 27. PASTOR P Pain/Problem/Person A Amplify/Aspirations S Story/Struggle/Solution/System Modules, descriptions T Testimonial O Offer R Response
- 28. Break out modules into 6 divisions Create “sales” descriptions first
- 29. Create lead magnets and enticements
- 30. Run promotions and webinars to generate interest.
- 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
- 37. Creating Modules (1st pass) Smaller version of the course creation process
- 38. Module formula (2nd pass) Distilled Copy Thesis for title Sales paragraph (from sales page) You’ll explore Tools Templates Projects
- 39. Creating Activities Smaller version of the module creation process
- 40. Create Activities Use Feel-Watch-Think-Do to generate Why- What-How-If
- 41. What this looks like
- 42. It’s more about the path than the Wizard
- 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)
- 44. Thank you! • www.techcommtools.com • matt@mattrsullivan.com • 714 585 2335
Editor's Notes
- #2: 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
- #4: 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.
- #5: 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
- #7: Creates same fear as public speaking Excuse for Flying monkeys slide
- #9: 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
- #11: So let’s get ourselves off that blank page…
- #12: It’s about having a system (or framework) that guides you through the process.
- #13: Unique Selling Proposition Intersection of what you’re good at, what they need, what they’ll pay for or make time for.
- #15: Bring Copy that sells to the preso By Ray Edwards From “How to write copy that sells”
- #16: 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
- #17: My paraphrased version
- #18: Put another way: Copy Thesis for this presentation
- #20: Put another way: Copy Thesis for STC FrameMaker course
- #22: 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
- #30: Give away your best stuff, but make it lead to more interaction Create post-specific content to increase conversions
- #31: If it doesn’t seem important to you, it won’t seem important to anyone else.
- #42: Fm Moodle Course
- #43: 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