UnMarketing: Stop Marketing. Start Engaging

Chapter 44. Idea Delivery

ONCE YOU FIGURE out what your idea is going to be, you have to take three things into consideration when you choose a method of delivery: What are you comfortable with or good at doing? How does your market prefer to learn or acquire new information? What kind of point are you trying to get across?

One of the biggest mistakes I see people making in terms of delivering content is that they use a method that doesn't suit them, or that they just are not very good at. When you are trying to choose your method I would suggest trying a few out and getting feedback from people you trust. See how each one feels to you when you read, listen, or watch it. Also, remember that just because you use one method the first time, this doesn't mean you can't try something new in the future. You can always ask for feedback from your customers after they have received something and see what they say.

For delivering content you have three different methods online: audio, video, or written.

If audio is your thing, you can do anything from a five-minute audio-tip or a podcast^[113] all the way to an audio series that's delivered on CD or through MP3s. You set up an audio session the same way as we did with the articles previously, using the three Ps. Start with your point, prove it with an example, and then tell your audience how they can perform it themselves. It is fairly simple to record audio and it should be smooth sailing to create small audio chunks at a time. If you come up ...