7 Different Ways to Get More Customers, Fans, And Followers – From ONE Single, Solitary Piece of Content

December 16th, 2012 → 7:07 pm @ // No Comments

Interview transcript: Adam Hommey interviews Lainie Cotell

 

Adam:  Hello, and welcome to the latest installment in our HelpMyWebsiteSell.com Business Boosting Training Program series. This is a series of training programs, teleseminars, webinars and other types of events that help you do various different methods – increase your website conversions, simplify your website technology, and make more money now. Today’s presentation is going to be on “7 Different Ways to Get More Customers, Fans, And Followers – From ONE Single, Solitary Piece of Content.”

This is turning out to be a very popular topic based on the number of people who registered for this call and the large number of people who are showing up on the webcast and we’re now getting some more people on the phone. This is really great. It’s also very interesting because I do pay attention to who signs up for the call.

I find that very important to know, so I understand where fans and followers are coming from. We do have people all over the world. We have people listening in the United Kingdom, we have people listening in Australia, I saw Italy, I saw the Netherlands, I saw Zimbabwe. Those are just five different countries outside the United States. Not to mention Canada. We do have several people dialing in or listening to the webcast who are in Canada as well. This is an international call. We’re going global here!

I’d like to introduce our featured guest expert, Lainie Cotell, founder of MagiScript. Lainie works with numerous coaches, trainers, and speakers who want to easily create follow-on products from transcripts. In other words, multipurpose your content. When you have high-quality transcripts, you can repurpose them for blog posts, articles, e-books, advice and great ideas, an e-course, a special report, your information product.

Basically, all you need are transcripts that are ready to go. That’s what we’re going to cover today – getting content together and generate the transcript that’s ready to go. I see many who do teleseminars, they do webinars, live events and other types of things, and they have it transcribed and it comes out all discombobulated and basically a bunch of mush. You can’t repurpose it to save your life because you can’t even follow it.

What we’re going to cover – a big piece of it – is how you structure the content you create in the first place so you have product-ready transcripts, complete and ready for delivery, sale, or repurposing with little or no added work for you or anyone else on your team. To learn how Lainie can help you accomplish these things, visit www.MagiScript.com. Lainie, welcome aboard!

Lainie:  Hi Adam, how are you?

Adam:  I couldn’t be better if you paid me a million dollars. How about yourself?

Lainie:  Awesome. I’m well. Thank you.

Adam:  Very good. If you’re ready, I’d like to start with a bang here.

Lainie:  Let’s go!

Adam:  This was not in the original set of questions that we’re going to ask, but I think this is really an even more burning question than what I came up with originally and what came up in some of the original questions. Just this morning, Bianca in Baltimore who has attended a few of our calls asked, “If you’ve never done a teleseminar or a telesummit or a webinar or any type of event before where you could be recorded, where you could be transcribed, how do you get started?”

Lainie:  I get that question a lot. This is actually a solution that I gave myself when I made a free report before I started doing interviews. What you do is pick your Smartphone or use Audacity or call Audio Acrobat, you have in front of you an outline of key points that you want to talk about, and you just simply talk out the points.

Then you give it to the transcriptionist and have it transcribed. Then you can do what we’re going to talk about on the call from that. That’s your starting piece right there. You actually don’t need to do a teleseminar or a live workshop. If you’re just starting out, that’s the way to go.

Adam:  In other words, you kind of interview yourself.

Lainie:  Exactly. What I would suggest is just take a piece of paper and write bullet points of everything that that you want to talk about or touch on, get on the phone, record yourself, go down all the key points and talk about them. It doesn’t need to be perfect because nobody is going to hear it except for you and the transcriptionist.

If you do want a quality recording, if you’ve never spoken before, your recording doesn’t have to be perfect. If you keep saying “um” or if you have to go back and it’s not all there, all you need to do is just take the transcript, read it like a script once you get it back, and then record yourself to your liking. You’re going audio, transcript, audio again.

Adam:  I like that because there’s a lesser amount of logistics involved. I personally tell people that the best way to get content is doing a teleseminar or do this type of presentation and find a way to get yourself interviewed. What you described, it works just fine as well. It doesn’t necessarily need to be an hour’s worth of content either. You may be able to get it all out in ten minutes. Sometimes when you’re doing it in that fashion, you just bang it out. You get it out in about 10 or 15 minutes.

Many transcription companies will allow you to pre-purchase the amount of time you have with them, so as you come up with these 10 or 15-minute inspirations you can get those transcribed on a rolling basis. It’s not like you have to plan for D-Day to do this, if I’m hearing you correctly.

Lainie:  Not at all. Mine only took me 20-30 minutes, and then of course I transcribed it and just turned it into a special report. The whole thing just took a couple of hours. I wasn’t sitting there asking, “Who can I get to interview me? Where can I speak?” You just do it yourself.

Adam:  That’s a great way to get people started. If you’re saying, “I’ve never done a teleseminar. I don’t know where to start. But I need content right now,” that’s where you can start right now while you figure out where your first teleseminar is going to be or where your first webinar is going to be.

What seems to be on a lot of people’s minds here are, what are some of the biggest mistakes you see people make? Let’s dive into this whole multi-purposing issue. What are some of the biggest mistakes you see people make when it comes to multi-purposing their content, other than of course failing to do so?

Lainie:  Well, failing to do so is a big one. It’s multi-purposing, not one purpose or use it once. That really is the biggest mistake that I see people are making. They’re not actually using everything they have to the fullest. Later I’m going to go through seven ways that you can actually use your transcripts to boost your business.

What I see a lot of coaches or trainers are doing is they’ll give a teleclass or they’ll speak live or they’ll do a live workshop. They’re smart enough to get it transcribed, but then they just provide the audio and provide the transcript and call it a product and they’re not editing out any technical difficulties. They’re not editing out “Press 2 to dial in” or “Press this for that.” It’s not very seamless. It’s a lot of wasted time for people who are listening to it. Then they get the transcript and they don’t look at it; they don’t edit it; it’s very choppy. Yes, they’re multi-purposing but it’s not really portraying them in the right light.

Aside from that, there are so many different ways that you can actually use that transcript you said at the beginning of the call – blog posts, newsletters, tweets, etc.

Once you have all that, if you’re going to use that audio and transcript again, you want it to sound like you made it especially for the person who is purchasing it, not that you just did this class and you’re recycling it and selling to them.

Adam:  That’s great. I’ve actually purchased products of the $37 audio and e-book type variety and I got the transcript of it and it still had the little notes from the transcriber. When you get a transcript back and when you generate transcripts yourself, you sometimes send them back and you say, “At 2:15, this is inaudible.” Some of that stuff is still in there and I sometimes see the audios and they don’t have any of that stuff clipped out or if the audio had a time-sensitive offer that expired three years ago, they don’t go back and edit that out. It’s pathetic what I see sometimes.

Even with some of my older recordings from 2010 (and even 2011), when I had special offers in them for the legacy versions that I repurposed over and over again, I went back and clipped those sections out the MP3s. The beauty part is because I had the transcript of the original call, I knew exactly where to look to find that stuff to trim it out, then I can go back and trim the transcript accordingly to create something that more closely resembles a training program or a product.

Lainie:  Exactly. If you’ve done an online program, say, in 2008, chances are by now the price has gone up. If you’re providing that audio and transcript and it says, “The price of this is $47. Go to this website to buy it now,” but you’re using it four years later and it’s now $97, the people who buy it at $97 may feel a little cheated that got it for $47. So, my advice is definitely take that out.

Adam:  Right. I have a recording that is still being used as a bonus in somebody else’s monthly coaching program called Raise the Roof on Upsells. It’s about upsell strategies. Basically, everything I said on that call back in 2009 still holds. There have been little adaptations in the market since then, but every strategy that I covered back in 2009 still holds. You can still use that to use upsells in your conversion funnel to increase the value of each customer.

But that teleseminar was used to promote the launch of an e-book which I retired over a year ago because of the way website development and Internet marketing have evolved. The content of that e-book itself became completely irrelevant. But because I had that transcribed, I was able to go back and clip out everything about the e-book. So you just have a nice presentation on how to do upsells in your product launch formula and your conversion funnel and how you set up your shopping cart.

That’s a really big mistake. I think when you fail to structure your teleseminar, if you can’t even remember “Where did I pitch that product? Where did I make that offer? Where did I talk about the launch?” then it’s going to be real hard for you to go back and make them into something that’s truly multi-purposable. I see that being one of the biggest mistakes.

Lainie:  And it’s overwhelming.

Adam:  Because you’re on the side of the company that transcribes the content, you get this from all these different marketers and you probably see a lot of things that they’re doing that make you think, “Man, I wish they wouldn’t do this.”

What for you is the magic formula for planning and structuring the content of the teleseminar, a webinar, a telesummit, even a live event so that it can be easily transcribed and that transcription can be multi-purposed?

Lainie:  And you don’t have to go back and do a lot of editing. I’m going to start with doing a live teleseminar where you have participants on the phone and they’re able to either put questions in the webcast or press *2 and ask a question. The way that I would structure is that you do, say, an hour of content where you have it all outlined and you give 60 minutes of your content. Then you open up the line for questions and tell people, “If you have a question, write it down, I’ll answer at the end.” A lot of times people have a question but you’re just about to address that anyway. That way you don’t have to go back in the audio, and the transcript is seamless and not choppy.

I know that a lot of coaches and trainers when they’re holding these teleclasses don’t like to mute the lines for that long. They want people to be able to feel like they’re participating. But if you plan on restructuring and repurposing that, it’s really the way to go because it makes it a lot easier just to get the transcript back and copy/paste.

I’m actually working on a project right now where my client had given a live workshop. It was a three-day workshop that he had given. As a side note, he did this over two years ago. He really should have gotten this transcribed right after it happened because he’s actually missing out on over two years of extra clients and extra money. But he knew when he was giving that workshop that he was eventually going to have it transcribed and turned into a product and multi-purposed.

So even though it was live, when somebody raised their hand, he says, “Please write down your questions, I’ll be taking questions at the end” or “At the end of this module, I’ll take your questions because it may be something that I’ll answer.” It’s a clean video, it’s a clean audio, and you can just go back and repurpose it into whatever you want easily without having to edit it out or when somebody asks a question you lose your train of thought, you have to go back, and you’re thinking to yourself, “Where was I?” Just do your content and then open it up for questions.

Adam:  I like the way you say that. If I could just extract one key point, you have to decide what type of call it’s really going to be. A couple of weeks ago I was the moderator for a call that involved a number of financial advisers teaching them strategies for promoting landing pages that they have to grow their businesses. The way the call ultimately evolved ended up with the lines completely unmated the entire time because it quickly transformed itself into a Q&A session where they’re asking the questions and I was answering them. That’s fine. There was no specific multi-purposing plan there.

The idea was just quite simply to answer their questions and give them five strategies on how to promote their landing pages. It’s content that I already had. I was just adapting it for the financial services industry. That’s not hard to do. I’ve already created that content; I was just adapting it to them.

But if you’re creating it for the first time, structure is critical. When I do these Business Boosting Training Programs, whenever somebody signs up to attend they’re given the opportunity to submit their questions. When I have my guest expert and I’m preparing that expert, such as you for instance, to be interviewed by me, I’ll send you a list of pre-formulated questions, which is what we’re working through right now.

I base those questions on a combination of what we already knew the call was going to be about as expressed in this landing page, as expressed in the e-mails we used to promote it, and what people ask on the Q&A. We are addressing what people were specifically asking and we’re doing it to the question format.

Right now I have the lines muted but there are still ways that people get through. First of all, we’re structuring this call based on what people wanted to know in the first place because they told us so. Second, because if they go to the webpage that they can see, if they’re listening to the live call, the Q&A box is still there. They can submit a question right now. I can simply go into my Instant Teleseminar control panel and refresh my Q&A screen. I can see any new questions that come in in real time because it’s instantaneous.

That’s a very key point which is offer something where they can enter any Q&A box and they have a webcast option because then you’re going to get a lot more people on the phone, even looking at the attendance right now. I can see in real time exactly how many people are on this call and what percent of the people who registered attending live, etc.

I can tell you that right now for every person who’s dialed in on the telephone we have six people on the webcast. Those people, because they’re in the webcast, they’re not dialed in on the phone so they can’t speak anyway. So, it doesn’t really matter. Mute the line. Structure the call. I think that’s a key piece to the formula, which is it really has a lot to do with structure, how you allow audience participation.

If you were to drop that in an outline real quick before we move on to the next point, what would be that magic formula?

Lainie:  When you’re giving a call like this, you do have somewhat an outline. We’re talking freely, but you still want to have something in front of you. If I’m giving a five-step formula to doing ____, then I need to clearly say, “Step 1 is ___. Step 2 is ____.”

I transcribed so many audios where people say, “I’ve got a five-step formula,” and they go through it and I have no idea really where they are because they’re jumping all around. But if they stop and say, “Let’s move on to the next step,” or “Step 2 is ___,” then I can type “Step 2: (whatever it is)” and bold it. That way they can easily go back and find where it is. But if I don’t know where you are, I can’t exactly do that for you or I have to guess…and I may not be right.

I would say the magic formula is really making sure that you have an outline, and that when you’re on the call, you clearly identify where you are on that. I know, Adam, you’re very good at giving handouts for calls and people can follow along with you very quickly. They know where you are, what page you’re. You don’t necessarily use it as a script but everybody knows what to expect and where you are.

Mute the lines or have people ask questions on the webcast. Open it up afterwards. That way you got a clean recording and a clean transcript.

Adam:  Awesome. Thank you. Tying along with this, can you share with us five factors that you must clearly identify as part of a strategy for hosting and delivering the teleseminar or webinar?

I know this may be somewhat similar to the formula, but I think it’s somewhat different because now we’re talking about what type of content it’s going to be, and how do you make sure you get that content out?

Lainie:  We need to use it in array of things. You don’t need to decide what it’s going to be before you actually give it. I know you’ll have a lot to add to this too, but from my end, the transcription side, you want good audio quality.

I’ve gotten a lot of stuff from clients where the audio quality is just not good. They’re going to have to rerecord it anyway if they’re planning on using that audio to sell later on. But if it’s not a clear audio, I can’t hear. You want to use a trusted service like Instant Teleseminar.

Also, you want to make sure that you don’t have any background noise. If you have kids and you’re having a call, have somebody watch them. Go somewhere where there are no dogs. Don’t do your interview in the mall or at a coffee shop. If you’re talking and there’s a lot of background noise or there may be, then you just get out of that place and go somewhere else.

The other question you want to ask yourself is if you really want to go live? Especially if it’s your first one, you want the option to rerecord it should you need to. Definitely call up, get familiar with the system that you’re using, with the number functions and what you’re going to press that’s going to mute people or keep the lines open. Be familiar with it. That way, you’re not dropping the call and losing people, because you’ve got to dial back in and now everybody’s dropped. Each service is different. You definitely want to get familiar with that.

Time yourself ahead of time. If you say it’s going to be a 60-minute call, you want it to be 60 minutes, not two hours. You’re going to lose people and then they won’t get that valuable content.

I touched on providing an outline or handout. That way people know where you are in the call and you can see how much time has lapsed and how many questions are left.

I know you’re very good at this. I think you’re the only person I work with who does that consistently every single time and gives me the handout when you give me the audio. I appreciate that.

Adam:  Here’s the thing. I’ve been told by a few folks that I may be somehow hindering my ability to convert my audience by providing some sort of handout or some sort of action blueprint or worksheet or something along those lines. But I feel it makes my presentation that much more effective because I’m giving folks the opportunity to follow along. You can see from the handouts what we plan to cover. You can see where we are if you’re trying to get a sense.

If you’re reading a book and you know that you’re going to be reading a 50-page chapter, you may skip ahead to see how many pages you have left. It’s the same thing when you’re listening to a 60-minute program.

I have watched statistics from a moderator point of view using the instant Teleseminar control panel. If you have a 60-minute call, on the 61st minute if you’re still babbling on, you’re going to start dropping people like flies.

A lot of times they schedule their lunch hour to coincide with being on your call or they schedule their dinner hour to coincide with being on your call, which means if your call is at 6:00, they probably told somebody else “I’ll call you at 7:00” or “I’ll meet you at 7:00” or “Let’s do that strategy session at 7:00.” So at 7:00 they’re hanging up on you.

Lainie:  Exactly. Plus, if they have that handout, then they’re more engaged. They’re not sitting there on the phone walking around and their mind just going in and out. They have something to look at, be engaged and know what we’re talking about.

Adam:  Right. Lainie, do I have you?

Lainie:  You have me.

Adam:  Sorry, I thought there’s a static in the line. This is the side of things that if we were to use this for a product, we would trim that piece out. I may not capture it for the immediate replay because I like to zip those around real quick, but just for those listening in the audience, that little moment of silence you heard right there os the type of thing that if you are properly multi-purposing your content, you remember to go back and delete. I just made a pen note to myself at approximately minute 27 to go back and look for a place where I thought Lainie had dropped off the line. That’s just another quick teaching point for you.

I have my own five factors to identify as part of a strategy for hosting and delivering a teleseminar or webinar. You covered from a logistical and how you give quality content from your transcriber perspective. I have five from a website conversion perspective. I’m not going to elaborate in great detail.

  1. Be clear on who will most benefit from the call and why.

With my business building training program series, I understand that not every call in that series is for everybody. I understand that some folks may only have interest in one call or they may have interest in three of the five calls. It all depends on who they are.

The purpose of these calls is to capture material that my audience has requested that I deliver in all the areas that they’ve requested. I do that by bringing on guest experts in doing focused programs. Not everything is for everybody but I know for each call I launch who’s going to benefit and why are they going to benefit.

  1.  What value will you deliver? Explain that in one sentence.

For this call, I can explain it in one sentence. The value we’re going to deliver is we’re going to show you how to plan and structure the content you’re having recorded so that the ultimate transcript is more effectively multi-purposed so you get much more value out of it.

  1.  Where will your conversion funnel lead them next?

I’m going to give you guys a big news flash. There’s going to be an offer made on this call. But we know where that is. We have structured the content to lead in that direction to help you understand the value before we even get there.

  1.  What do you plan to get all the transcripts?

In other words, what ways would be multi-purposed? I already have an idea of the content that I plan to extract from this that I plan to use for future articles, and it will show up in a piece of literature that I’m likely to do at the beginning of 2013. I’m already thinking ahead.

There are also a couple of pieces of what we’re covering today that we’re going to include in an e-book for a product that we are going to launch on how to post teleseminars. I’m looking to get some of that information too. I know what I’m going to do with it.

  1. How will you use the content?

I’m going to use it in an e-book; I’m going to make blog posts I’m going to use social media snippets. Once we run through this super intense period of the Business Boosting Training Program, after we get all the main topics out, we may go back to maybe one or two a month. But the fact that I have so many recordings with landing pages already set up, it means I have topics I can promote whenever. I can tweet about them, I can status update about them, I can send e-mails about them, I can write them into autoresponder series. I already know some of the specific places I’m going to break out this content.

Lainie, can you share some examples of languaging techniques to make teleseminar content feel polished, useful, and organized as opposed to being a bunch of babbling?

Lainie:  Yes. That’s really where I come. A lot of people get their audio transcribed and then they get back a transcript that is not very good, and then they have to send it to an editor to extract everything out of there that doesn’t need to be there. Or they can do it themselves but it takes hours.

What we do is keep in mind that you are using this audio and transcript to repurpose into the blog posts, into the tweets, into the book, etc. There are a couple of points in this interview for example that I know I’m not going to include in the transcript such as when you said, “Lainie are you there?” That doesn’t need to be there. When I give my offer at the end, it’s not going to be there because that’s time sensitive. Any “ums” and “ahs” are coming out. We try to make it evergreen.

You just gave five points. That’s going to go into a bulleted list. All of that stuff is going to be right there so that you can copy and paste and put that into your blog post or wherever it’s going to go. If you stutter, that’s going to be fixed. If you say a sentence inside a sentence, that’s going to be fixed so that you have two clear, concise sentences. Everything is going to flow.

What you want is a transcription company who does transcripts for content. You don’t want a verbatim transcript. Before you even hire a transcription company, you should really get on the phone and speak to who is in charge and see what it is that they do because they may not offer what you need. Some transcription companies will do boardroom meetings or they’re more for corporate or more for court.

You want a transcription company that understands exactly what you’re going to be doing with that transcript so that it’s very easy for you to turn around and do what you need to do with it, which is multi-purpose.

Adam:  Absolutely. What I want to draw out is when I gave my five factors for what you need to identify is part of your strategy for hosting and delivering, I said, “This is one, this is two, this is three, this four, this is five.” If somebody is transcribing and they’re listening they’re going to be able to see that there are transitions in each of those five things. They could pull it out of the bullet point list or the short paragraphs and put a sub-header over it so that you can clearly pull that out. By doing that, we effectively created two blog posts right there.

Lainie:  That’s two right there. Figure a blog post is about 500 words. When you get a transcript, depending on how fast you talk, you’re looking at 10,000 words. Assuming 500 words, you’ve got at least four that you can extract from that.

Adam:  Correct. That’s true. Many blog posts, many articles, really aren’t that long and don’t have to be that long. So if you’re thinking carefully about how you state the content as you deliver it, you’re doing a little bit of work in advance.

I know people who, when they host teleseminars they don’t even do any transitioning. They just hit the button and start talking. They have no outline in front of them, no handouts and they say, “Oh, I’m better this way.” Well, I haven’t seen their content since, so tell me how that’s better. I just really don’t quite follow that.

I have been in situations where I’ve been a moderator. I’ve been the interviewer on a teleseminar and I told them when we are ready to start, we’re going to do the thing where we pause for ten seconds so we get a clean break in the recording, and so we have a transition and we capture the whole thing so we don’t lose any. They just at random just start talking and it’s like, “Okay, you mean we’re into this content now? You didn’t even say hello.”

Lainie:  Exactly. Touching on languaging, is if you’re going to be using this for multi-purposing and you’re going to sell it as a product or a book, just be careful what you say as far as “On this call, we’re going to…” Maybe not for a teleseminar but if you’re giving say a six or eight-week teleclass and you know that you’re going to be repurposing it and making a digital download product (or even a physical product) then say, “In this program” or “In this program we’re going to learn ____”.”

Instead of,  “This is call number one in our eight-week series of calls.” I would say, “This is module one” or “This is class one in our eight-series program.” That way when you get the transcript back and you want to repurpose it that way then you’re not having to go back and change every time you say “call” to “program” for your digital download.

Adam:  Absolutely. I’d like to take a question from the audience. This is from Dianne in Birmingham, Alabama. Welcome to the call, Dianne. What she wants to know is what factors would you consider most when deciding on the time of the call like time of day. Based on your experience in your industry, where do you think that people tend to get the best results?

Lainie:  It depends on where your audience is. For Adam and I, most of our audience is in the US. We do have people in the rest of the world, but for most people in the US it’s going to be in the US. I would try to make it in the early afternoon like what we’re doing now. It was 12:00 when we started where Adam and I are, but in California it’s 9:00 and that’s enough time to get the kids to school and you’re at home and relaxing. I’ve seen a lot of people do programs that’s 8:00 at night Eastern. That’s going to be 5:00 Pacific and that’s really not a good time for a lot of people.

I have actually been part of masterminds programs myself where the call will be 4:00 Pacific and 7:00 Eastern and there are people that can’t make it. They’ve got to listen to the replay because they’re getting their kids home from school or it’s dinner time. Most people are busy in the afternoon. This is a really good time, 12:00pm and we end at 1:00 and go eat lunch. Even on Pacific Time, it’s a good time. People’s kids are off to school; they’ve had their breakfast. It’s not lunch time yet and they can sit down and relax. Their mind is sharp.

Adam:  Right. So I think two questions Dianne that you may want to consider asking when deciding when to do your teleseminar and I know at the Business Boosting series we do vary the times. We do some at noon Eastern; we do some at 3:00 Eastern. I know we have one in September that we’re actually going to do in the evening, but we decided to do it in the evening because with all these calls we really ask ourselves two questions: who’s listening and what are they doing?

You have to look at who the target demographic is or the target audience for that particular topic. Who are they and what are they doing? What are the patterns? How do they typically run their businesses? When are their peak times? When are their slow times? When are their absorbing times?

You have to look at that. The answer is not going to be the same for every call. Variety is sometimes good because if you get in too much of a pattern people stop noticing you’re doing anything particularly if you’re doing a lot of these.

Lainie, you’ve been on my list for a long time and obviously everybody who’s listening to the live call is on my list. Some of you are relatively new to us. Welcome aboard. Some of you have been here since we’ve started Help My Website Sell back in August 2010. Thanks for sticking with us. I generate a lot of content week in and week out and so do most of my clients. Most of my clients are sending something to their list every day.

You indicated there are at least seven different ways to get more use out of a single piece of content. What are they and how do they help us connect with more prospects in a meaningful and systematic way?

Lainie:  There’s actually a heck a lot more than seven. But these are the main seven that you want to focus on.

1. Social media updates

You can extract sentences or ahas or highlights from the transcript and just copy/paste into HootSuite for your tweets, run them through Facebook or wherever. With that one 60-minute transcript, you have your social media updates for at least a month.

2. Articles

Whether that be newsletter content or something for article marketing or a blog post, you can pull your articles from your transcript. I know a lot of people actually hire writers to write their articles for them. You don’t need to do that because you already have it there.

3. Videos

YouTube is a very popular search engine. I think it’s second to Google.

Adam:  Right. Now that Google owns it, you could say that they are like an evil empire that work together.

Lainie:  You can actually take that article and give it to somebody who knows what they’re doing as far as video is concerned and make a video out of it as well. That way people can find you on YouTube.

You don’t even need to put the camera in front of you and use it as a script, although if you want to do that, then that’s a good strategy as well. It’s a good way to connect to your audience. But if you have the transcript, then you can just give it to your video person and say, “I need this into a video.” It can just be words with some pictures and some nice transitions. That way you’re getting your videos on YouTube as well. It’s another way for prospective clients and customers to find you.

4. Free report, opt-in, bonus

I don’t know how many times I’ve heard on different coaching calls that people say “I don’t know what to offer for my opt-in” or “I really need to put an opt-in box in my website but I don’t know what to offer.”

Well, there it is.  You already have it. If you’ve done an interview or you’ve spoken live, get it transcribed, add a nice cover page, some page number and, some pictures. If you want to you can include the audio and edit out the person who interviewed you. Read it like a script. There’s your digital download right there (your free report) and you don’t have to stress about it anymore.

Or if you’ve got a second one, it can be a bonus. When you are a guest on a teleseminar and you’re expected to give something. That can be it right there. You’ve got your free report for your opt-in or your bonus for number four.

5. Copy and marketing materials

What a lot of my clients will do is give the transcript to their copywriter. It will make it easier for them to write the copy because they’ve got all the information for the class in front of them. All they need to do is write some attention grabbing headlines and there you go. You’ve got your copy. You can actually even do this yourself instead of having to hire a copywriter. Then you have your marketing materials for that.

If you’ve got five steps to ___, you can send out your postcard and can put “Step one.” Flip the card over, “Register for this class to find out what steps two, three, four, and five are.” That’s your copy and your marketing material from the transcript.

6. E-books or print books

You are probably not going to get an e-book from a 15-minute call. But once you have built up a library and spoken a lot, you’ve done a lot of keynote speeches (most speakers have more than one topic that they speak about), record them and get them transcribed. There’s your e-book. There’s your print book. You can either copy-paste or do a little rearranging of paragraphs and separate the transcripts into chapters. Or just give it to a ghost writer who can do it for you.

It will cost you a lot less money for a ghost writer who already has this content and they’re just structuring it in such a way so that they’re putting it into chapters, just extracting, and cutting and pasting. It’s a lot less expensive than if you hire a ghost writer to do it from scratch. And if you do it yourself, it’s a lot less time consuming.

7. Digital or physical products

If you have a six, seven, eight-week course, you want to be able to sell it afterwards. You don’t want to just do the course, give it to the people who signed up and then be done with it. That is a huge mistake that I see a lot of people are doing. They’ll sign 20 people up for a six-week course and then say, “As part of this course, you’ll get the transcripts of each call.” And that’s it. They’re done.

They’re missing out on a boat load of money because they can actually take that and put it in a digital format, use the transcripts as their course outline, give the people who buy the digital product the handout, and then you have a product that you put on your website for digital download and make money while you sleep. You’ve already done the work.

I’ve seen people turn these into physical products as well. I actually bought one a couple of months ago that one of my clients did. I knew she was turning it into a product. When I got it, I was so impressed. It’s a very thick binder and what she did was she took the transcripts from a six-week course on nutrition, added pages for a journal where people can journal about what they’re eating, how they feel, and the changes they have in their bodies.

She included the discs from all the classes. She even included the handouts and put them in order, and then some recipes. On the call, she told everybody “There are some recipes if you go into the member’s area.” She didn’t go through the recipes on the call, so they wouldn’t have been on the transcripts, but she actually included those in the digital product. It was at least 100 pages. I’m pretty sure she sold this product for $497. Imagine how much revenue she would’ve missed out on if she just gave that course to the people she gave the course to…and then that was it.

Those are my seven main ones. But I do have a free report that I did called “60 Ways to Use a 60-Minute Transcript.” I can’t go through them all in the interest of time, but if anybody wants that, they can e-mail me at info@magiscript.com. Just put in the headline “60 Ways” and we’ll e-mail you back with that PDF to give you some more ideas on how you can use audios, videos, and transcripts in different ways.

Adam:  Outstanding! I really could not critique that any better. That’s an excellent seven steps right there. I think it covered a lot of things very accurately.

Let’s go back to point number one of the seven that you just gave us. You have marketing gurus out these who often make fun of people on Facebook for quoting famous people and posting pictures of their food. And yes, I do it too. I both do it and I make fun of people for doing it!

Part of the reason people do this though is they just don’t have anything else to say. It’s all well and good to have a transcript done and be able to pull out the writer-downers and the aha moments and everything else that you can turn into social media snippets such as Facebook status updates, LinkedIn status updates, and tweets, that will make our fans and followers feel like we’re reading their minds and answering their burning questions.

But what would you need to do with the transcript and how would you approach that to help pull those out? Again, what we’re looking for is to have our followers on social media feel like we read their minds and we’re answering their burning questions they haven’t even asked us yet.

Lainie:  Just extract it from the transcript. Give it to a VA to load them into your HootSuite and go into your Facebook fan page and run it through there. You get can this done really cheaply.

I heard a tip actually a couple of weeks ago that people are more likely to stop on Facebook and read something if it’s a graphic, and they’re more likely to pass if it’s just text. The tip was to take the sentence – your aha – put it in quotes, put your name next to it (or if you’re interviewing me and I said it you put my name), and put it on a graphic or a nice background. You will get more likes and more comments than if you actually just copied and pasted it onto your Facebook feed.

Adam:  Wow. For everybody who’s stuck with us on the call thus far, that’s solid gold right there. Many months ago, I did a Monday Marketing Moment on this. When we first started to see on Facebook this whole thing with people doing these graphics with quotes of famous people on them with funny pictures next to them, I made the observation then that these are getting a lot of likes and a lot of comments because people tend to comprehend something that’s more graphical – more visual – in that sense.

Then some very smart information marketers and marketing teachers – Adam Urbanski comes to mind – started doing what you just said, which is create these graphics and put your own quote on it with your own picture with your own name next to it. I understand why that is. I wasn’t even thinking of that for this call though, but you really nailed it with that I think.

As far as having that graphic created, we’re not talking about you have to go 18 rounds with a very high level graphic designer. You could probably find somebody on Fiverr to do ten of these for you. I’ve been thinking about experimenting with creating some LOLcat pictures where I have a picture of a funny cat with a quote next to it in this language called LOLcat-ese which is the language that the LOLcat speaks. It basically misspelled everything and it says, “I can has cheezburger?” That sort of thing.

I’ve been thinking about doing that just to see what kind of reaction I get.  I’m just looking for some funny cat pictures I can use. The challenge is most funny cat pictures are Photoshopped because cats don’t actually smile, laugh, give you the finger or anything else so I might have to engage a designer for that. But if I can find a real nice picture of a cat staring at a laptop, for instance, I can put funny things on the laptop screen and put a quote above it or something like that.

For your own, you can just come up with some kind of design or some kind of basic image as long as you have the right to repurpose it (or even your own picture) and put that quote with your name next to it. I think that’s brilliant.

Before we wrap up here, I do have one more question I wanted to ask. You kind of hinted at this. If you could give us the bullet point version of this so people can extract it and follow it as they implement this learning today, what resources (human resources and other resources) should folks leverage to create multi-purposable content and how do they come into play? Of course, a transcription company. Duh! Who else?

Lainie:  You mentioned Fiverr. Just give the transcript to somebody on Fiverr and have them pull out sentences that you can use for your social media and load them up into HootSuite – or have them load them up into your HootSuite. It’s really as simple as just giving them the transcript and saying, “Here’s what I want. Go.”

We were talking about putting quotes on graphics. Hire somebody cheaply to do that. A 13-year-old son or daughter can do that. Give them a couple bucks. It’s really that simple. Give the transcript to a writer or somebody to can rewrite and repurpose. Say, “Here’s a 15-page transcript. I want you to take out four or five articles I can use.” They’re not really writing it. They’re just extracting.

You could even do it yourself. It’s the kind of thing that’s so easy to do, and it’s simple to find somebody who can do things like that.

You won’t need to sit there and think, “I’ve got to get my newsletter out this week and I don’t know what to say. I don’t have the content.” Well, you have it already. You just have to go get it and extract it.

Adam:  Everything we’ve covered is so important about how you structure the content in the first place, how you plan to create content, so that once this transcript is generated later on, you can easily go back and refer to it and pull out what you need.

I mentioned in Monday Marketing Moment that we’re planning to launch an information product. It’s a combination of an information product and a push button system that allows you to get up teleseminar landing pages pretty quickly. I made a comment in my Moment about how I have content from teleseminars I hosted and had recorded two years ago. I’m not going to do those word-for-word, but because those teleseminars were structured and because I remember them, I already know I’m going to go back to this transcript and somewhere in here I’m going to find this piece of content.

Having that outline will stick with you, so when you plan to generate the content rather than just generate the content and hope to make heads or tails of it later, you’re going to get such a better result. Sometimes with all the writing and videoing I do, I get a little bit stumbled. What am I going to write this week? What am I going to say? If I get really hamstrung on that, I can just go back to the transcript on a certain topic and talk about that again because it’s been a while. So I go in there and find some piece of my brilliance and edit that into a blog post and I’m rescued!

Lainie:  You have quite a library and should never be at a loss for content. You said you have so many audios, transcripts and videos, for you to make a product, it would be very simple. People just have to get themselves to do it.

What I see a lot of people doing is I’ll be on a mastermind call or at an event and they’ll say, “I don’t have a book yet. I really need to write a book, but I sit at the computer and I can’t seem to make myself do it. I can’t seem to write it. I’m staring at the screen.” It takes people years to write a book, and that’s sitting down at the computer working every night for a couple of hours. It doesn’t have to be that hard. Just get your transcripts together, copy/paste, structure, put it where it needs to go and you’re golden.

Adam:  One of my most popular coaching programs is sitting down with the entrepreneur and their web developer and doing a three-way call where we help them determine where the content that they’re struggling so hard to come up with for this website that has to be on the website before it goes live – it already exists. That’s a big piece of the exercise. We ask, “What teleseminars have you done? What presentations have you done? What have you already written?”

We show them how to put this together, then we give them an outline, and they extract it and do it. Then they say, “Oh, my goodness. All that time I spent staring at the screen. I wish I had come to you six months sooner.”

Lainie:  It’s already there. You’d be surprised what you need is already there. You already have it.

Adam:  Lainie, how can you help our listener develop a strong content multi-purposing strategy?

Lainie:  All you need to do is give me the audio and I will give you something back that is easily repurposable, turnkey and ready to go. You don’t need to do any extra work or anybody else on my team do the work. With my company, you really do save a lot of mental energy and time. We keep in mind that you are using these to repurpose. I do not do verbatim transcripts. To be honest, I don’t even think I’d be able to. I don’t think I’d know how. My brain is just not wired that way anymore.

Go to www.MagiScript.com or www.BetterTranscripts.com and you will see how easy it is to use that for multiple blog posts, tweets, etc. You will be well on your way to starting your e-book and digital products. If you’ve been sitting on your hands and you have audio that you need to get transcribed, after this interview you should have a pretty clear idea of where you go from there. We will get you started.

Adam:  That’s really cool. If you want to look at doing your transcripts differently and start focusing on transcripts for content, instead of transcripts to fill a void, I strongly encourage you to take up Lainie’s offer.

Lainie:  The way my company works is you can do pay-as-you go or buy a package. When you buy a package, if you only have two hours now, you can buy a 5-hour package and the rest of your time will be available to you. It doesn’t expire. So if you know that you’re having an interview three months from now, then you can go ahead and use your time then.

Adam:  Awesome. Lainie, I want to thank you very much for sharing with our audience today and giving us all this great information. I know I’ve even learned a few things from it. This is going to be so important when people are looking to leverage  multi-purposing strategies to get more customers, fans, and followers.

Lainie, on behalf of the entire Help My Website Sell community, thank you.

Lainie:  Thank you so much for having me, Adam.

Adam:  For everybody else, thank you for joining us. I’ll chat with you soon.

 

 


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