Understanding and shaping consumer behavior in the new normal. What does that look like?
No one has a crystal ball to tell us what the future will hold. However, we can make some educated guesses.
Michael joins me to open season 3 of the Coffee With Lisa podcast to discuss what he believes are some of the fundamental human motivations that are likely to drive preferences and behaviors in The New Normal.
Michael Solomon is a Professor of Marketing at Saint Joseph’s University in Philadelphia, author, speaker, and industry consultant. He’s worked with clients in verticals such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) to make them more consumer-centric.
We know COVID-19 almost certainly changed the way you run the show. How are speakers navigating this new way of doing business? What are some new or alternative ways to grow your speaking business? Tune in to find out more about why if you’re not selling speeches now, you and your customers are falling behind!
More about Lois: Lois Creamer is known as a stand-out consultant in the speaking industry.
The National Speakers Association has leveraged her expertise and services at every chapter in the United States as well as at their conventions, conferences, and workshops. She has also presented at events hosted by the Canadian Association of Professional Speakers local chapters and conventions, and Global Speakers Association. Professionals in the speaking industry come to her when they seek a recognized industry expert. She has also been called upon to present at Association for Talent Development (ATD), Meeting Planners International (MPI), and Institute of Management Consultants (IMC).
John Rankins is the Author of the International Best Selling Life Mastery Playbook, Founder of Business Money Mastery, and President of Optimo International. Known for his entrepreneurial focus on sales and leadership training, John’s mission to develop leaders and change lives is the reason he’s one of the most sought after business trainers alive today.
John is passionate about revolutionizing businesses. His sales and training expertise has built over 2000 people’s businesses over the last 25 years with businesses generating over $100,000,000 in revenue.
He has trained over 10,000 people in sales and leadership. Today, he has 4,000 full time salespeople distributing products that vary from skin care cosmetics to car care. His world class programs transform people’s lives both personally and professionally, doubling sales in more than 20 companies in less than 90 days in the last year alone.
One of the many things that makes John passionate about helping others is his belief that every single person matters. He wants everybody to know that they can make a difference. Fueled by this, John created a movement to fund 1000 smiles for Operation Smile. All online proceeds from his online business go directly to this movement.
You’ve just heard someone mention “reusable learning object” (RLO) and you get the idea you should already know what it is, but you’re too embarrassed to ask anyone. Congratulations, this post is for you.
You already know that creating great content is why your audience keeps coming back for more and more, and it’s why they refer others to you. It is also the essential component for a reusable learning object.
The theory is, if you assemble learning in bite-sized units, rather than weave it into very complex and programs, you later re-purpose the learning video files and assessment pieces (reusable learning object) into other courses, where they can shine anew and in combination with newly created content.
The key to your RLO is the database. Whenever you create learning IP, it must be indexed in a way that lets you find and use it again (or differently), as needed.
Over the course of the past several years, I’ve repurposed 1000’s of video files and testing assessment pieces from one learning program into another. As essential component of that process was how the files we indexed. With out the proper procedure and system it would have been very difficult to have re-configured them accordingly into new online courses and as reusable learning objects.
When you repurpose learning content, traditionally you split a large course into mini courses, or bundle mini courses into one larger course. No matter the original course of material or purpose, there is absolutely no one saying you can only use it once.
When you are looking at designing your courseware, do not script it with a chronological sequence. I can’t tell you how many times, I have had to look at content and the first thing said by the expert is this:
‘In this course X, this chapter will talk about y and the next chapter will help you with p. Or within the script of the content, the expert will say, ‘As you can see in this course x, we have demonstrated…’
This will create more work for you or your editing team. DON’T chronological your content. You can always add a buffer on the front and back, but create it with the mind set that you may re-purpose at a later date and use the files as reusable learning objects.
Spending some time thinking about the strategy of how you will use the content as a reusable learning object before you create it will save you time, resources and lots of money in the long run.
I can recall having looked at content from sales expert and influencer Grant Cardone. Jarrod, (Grant’s President) and I were determining what content that they had already created that would match the core competency of best practices for communication. We could then use as reusable learning objects so we could architecture a course that would be best suited for approval for Certified Financial Planners for continuing education credits.
The Cardone team did a great job of understanding that the chapter video files could be used as reusable learning objects because they were ‘a stand online piece of content about one specific topic.’
We essentially took the one chapter from other courses designed around the topics of negotiation skills, cold calling, and follow up and created an entirely new course with the reusable learning objects.
I then submitted the newly configured online course to the Certified Financial Board and got approval for continuing education credits for CFPs.
I think you’d agree with me that we are living in a content creation world. It always astonishes me when I work with potential new clients and suggest to take sound bites from their already created online course content and re-purpose them for Instagram and Facebook stories or as 1 minute LinkedIn quick video’s that until I uttered the words, they’d never thought of it.
Grant really does a great of this and so does my good friend and long-time client Hall of Fame professional speaker and speech coach, Patricia Fripp.
Here’s an example of content I created for her recently using reusable learning objects from one of her presentation skills online courses in her FRIPPVT and a clip of video I helped her create a marketing strategy for specific to her Fripp Speech Model.
It’s so simple at the video edit production stage before the files become courses to create small 50 – 60 second sound bites that you can then push on social media.
Got old content? Think about adding an up to date front end ‘buffer (a quick sound bite of you to start the video)
Marketing is key to the success of your brand, which includes products and services. Awareness is the name of the game.
Find absolutely everything you ever created in the past and find new ways to repurpose to drive more social media awareness to you and to your brand.
Remember, you don’t have to reinvent the wheel (but you can update it.) Reusable learning objects should always be part of your marketing strategy when you are creating new online course content.
Jerry Acuff, top 5 sales expert in the world at one time was 125K in debt, and hated selling. So what did he do? He did the only other thing he knew, he coached football and taught English with a dream of making it into coaching college football. But then he cracked the code on stopping ‘selling’ and started building relationships.
He found an opportunity to do that, but was rejected when he applied to graduate school; he barely got out of VMI with a 2.18 GPA. At that point, Jerry had to find work. His resume said “selling” even though I hated the thought of it. He was desperate, though. As many of us are at some point in our lives.
Jerry attributes much of his success to the fact that he acquired those necessary Edge Learning skills and cracked the code on, How do you stop ‘selling’ and start building relationships?
Establish congruency among all areas of your life’s focus. Monetize your strengths. Scale your business to new heights. Achieve more fulfilling results both personally and professionally is the core beliefs at his soul.
Evan operates around a centralized core belief. Help everyone find their place in the world. He believes that everyone deserves the right to come home to a place they love, and experience an environment that’s both a reflection of one’s effort, and a deeper look into one’s true self. For it’s not hard to recognize that all great things, at some point or another, start at home.
In this podcast episode Evan shares how he has achieved his success, how he dedicates every day to focusing on his Internal and External Edge Learning skills to fuel his mindset and foster growth. His success has not come without some challenges and failures. Learn how Evan has overcome and persevered despite the odds.
Evan’s success as an eight-figure closer, background as one of the top-producing REALTORS® in his market, expertise working with luxury and ultra-luxury products, and years acting as an entrepreneurial consultant to growing businesses, all work together to provide the perfect framework to identify, learn, and adapt powerful structures in professional growth.