TRAINING & MARKETING WITH MINDMAPS
Content Mapping for Success
Part 2: Reaching All Instead of Some (WHY)
In Part 1 of this series, we explored two major challenges in delivering effective training and learning-based marketing content:
Challenge #1: Time-Linear Delivery
Challenge #2: Detail-Oriented Delivery
Don't forget: each of these challenges in delivering stems from a challenge in consuming the information.
If you haven't yet, you can read or listen to Part 1 here.
Let's now look at two more.
With the advent of relatively inexpensive ways of creating & distributing audio recordings and videos, lots and lots of trainers, teachers, gurus, and thought leaders have aggressively moved to these new media, and away from print. This has had enormous positive impact on both the consumers and the creators' pocketbooks.
One reason is that sound (and sometimes video, too) is so much better at communicating emotion, and emotion is a highly necessary (and often ignored) ingredient in rapid learning and in quick purchasing decisions. Establishing an emotional bond between the teacher or the marketer and the learner or consumer leads to a much better quality learning and–in the case of learning-based marketing–a higher likelihood of action.
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TRAINING & MARKETING WITH MINDMAPS
Content Mapping for Success
Do you communicate for business?
Ha! Of course you do.
Then keep reading, and you'll learn no fewer than 4 challenges most of us face in doing so, how mindmaps can help, how to go about using them, and where to start.
Part 1: Balancing Time-Linear Detailed Content (WHY)
Whether you deliver your training or conduct your learning-based marketing campaigns live (classroom seminar, teleseminar or webinar), time-delayed (podcast, audio/video blog) or packaged (CD/DVD, book), your students or prospects receive a stream of information in time-linear form.
Let's take, for example, an audio tele-course, such as Alex Mandossian's Teleseminar Secrets. This is an 8-module, extremely rich, highly sophisticated training in the art and science of creating profitable teleseminars for marketing and training. Students consume over 150 hours of audio content. Even the preview session is over 3 hours long. Add to that hundreds of pages of action guides, module summaries, and spectacular presentations. Diligent students will go through the entire material once, perhaps twice. (Many people may not even be that diligent, in spite of having spent thousands of dollars to attend.)
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