Creating Workshops and Teleseminars

By Rick Frishman - Apr 11 , 2008

In workshops that you organize and produce, use some of the content from your book, and use it in workshops that are run by others but in which you participate as an instructor.

The promotional benefits of your leading in workshops are similar to those derived from speeches and personal appearances, but the audiences at workshops and seminars are usually more tightly focused. Typically, everyone who attends is in the same industry, has the same interests, and wants to learn from you and the other instructors. Giving speeches may give you more exposure, but leading workshops can do more to build your following with the specific audience that your book targets.

When you run your own workshop, part of your job will be to plan and/or oversee the publicity efforts. You can make great media contacts if you become the contact person for the media, because the media will have to go through you for all information and interviews.

By running workshops, you can also raise your stature in your industry. Since most experts enjoy instructing at workshops, they will be pleased and somewhat obligated to you for inviting them to speak at or help lead your workshop. Putting on a workshop can place you among the movers and shakers and in the inner core of your industry. It can bring you invitations to other prestigious events.

In the past few years, Internet workshops and telephone seminars have proliferated. Without leaving home, you can now reach people in far-flung places who want to learn from you. These individuals may be located all over the country or abroad, so you can get extensive publicity.

Net and Teleseminars

Create a website and use portions of your content on your site. Submit articles, games, quizzes, contests, and other materials to other websites or strategic partners. Post your fact sheets and questions and answers (FAQs) with discussion groups that allow them. See the Internet FAQ Archives at www.faq.org. However, be sure the groups permit the posting of the information you submit.

With the FAQs on your website and those you post, attach a form for readers to send you their questions and comments. Add their names and e-mail addresses to your names list.

Hold either online or telephone teleseminars. At each session, select a particular problem that you cover in your book and allow participants to ask or e-mail questions and comments. Invite guests who are experts in particular fields related to your book and who may be able to provide in-depth expertise on areas that you just touched on in your book.
At Planned Television Arts, I run regular teleseminars that feature leading experts on many topics related to book publicity. Services are available to set up and handle all aspects of teleseminars, so all you have to do is line up your guests, show up, ask questions, and field calls. I work with Paul Cohen of Brainwave Communications.

Products

Examine the product potential of all the content in your book. In addition to recycling your writing, explore other possible uses for your photographs, illustrations, charts, diagrams, and to-do lists. Could any of them be published and marketed as standalone products? Could the illustrations be included in other books or articles that would give you credit and publicize your book?

Surveys and reports that you compiled for your book can also enjoy extended lives. They can be ideal additions to speeches, other books, articles, courses, and websites. Since the media is so fond of surveys and reports, send it copies of yours because it could help promote your book.

Determine if the logo for your book or your book’s cover could be placed on products such as T-shirts, tote bags, notebooks, and coffee mugs. Look for opportunities to put your book’s artwork and logo on lots of products because it can build your brand and publicize your book.