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"Alan Weiss is, without doubt, one of the most astute business people I've come across in the last 20 years."

Anne Miller
Author
Metaphorically Selling
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Alan's Guide to Powerful Teleconferencing

  1. Audience
    • Need a high quality list or network who knows you and your brand.
    • Must focus on need and pragmatics.
    • Don't expect web site or passive advertising to create critical mass.
    • Offer for free if you must build interest.
    • Shortcut: Link or ally with someone already owning audience.

  2. Technology
    • Use a reputable bridge line provider.
    • Make sure you record it and can secure MP3 downloads.
    • Use a landline phone without headset for your delivery.
    • Make sure you have capacity to mute entire group.

  3. Preparation
    • Use bullet points so that you are conversational, not scripted.
    • Ignore errors. I fell of my chair twice within one minute during a broadcast.
    • Always try to include Q&A if appropriate.
    • Practice for length and comfort.
    • Have extra material in case you run short.
    • Know in advance what to cut in case you run long.
    • Have a comfortable, private place to do it.

  4. Logistics
    • Remind everyone of protocols 24-48 hours prior, because they get lost.
    • Have an emergency number in case lines are not functioning.
    • Secure the appropriate size bridge line.
    • Allow people to gather about 5 minutes prior, but end and hang up on time.
    • If you have an interview, include that person on the moderator line.
    • Arrange with your own audio person to download and make into product.

  5. Content
    • Use humor in the form of stories; only ad lib if you're a genius. (You're not.)
    • Have a discernable beginning, middle, and ending.
    • Be provocative.
    • Use inflection, volume, power language, and tone variations.
    • Anywhere from 45-60 minutes is fine.
    • Be careful about references that will date the recording if you intend to use one.
    • Build your brand and your expertise.
    • Bear in mind product attraction (e.g., numbered lists).

  6. Marketing
    • Use as CD, in albums, and/or MP3s.
    • Sell on web site, to trade associations, etc.
    • Send people to your web site, blog, etc., with offers of value.
    • Use prior ones to sell future ones.
    • Put excerpts on your home page as streaming audio.
    • Send out physical materials before or after electronically.
    • Copyright the CD or any physical creation.
    • Pricing depends on brand, content, length, etc.
    • Low end pricing, $25; high end pricing $100+.
    • You can sell a "line" to a company, not just to individuals.

  7. Other Stuff
    • They need to be consistent and continual, at varying delivery times.
    • Vary them with interviews, Q&A, case studies, etc.
    • Respect your audience and make them stretch; don't pander.
    • Remember YOUR purpose; 5,000 non-buying listeners are ego-only.
    • Be careful to whom you listen for advice.