How to get from a blank page to an organized online course, using existing content.

1. Using your content to create
killer courseware
A glimpse at that man behind the curtain

2. It’s not about the tools
If it was, Scarecrow didn’t need a brain, just a diploma

3. So, of course, there are no
ruby slippers
This session is not:
• tools training
• tech recommendations
• about Captivate

4. Tool choice is secondary

5. Poll: What’s the scariest part about
creating an online course?

6. By Source, Fair use,
https://en.wikipedia.org/w/index.php?curid=33374395

7. “Fear of Public Speaking”

8. Getting caugh
with your
pants down

9. Actually, here’s the scariest part

11. *What’s your “one thing”?

12. Define your USP

13. Expertise
Customer
need
Personal
Interest

14. *Copy Thesis, by Ray Edwards

15. Any [YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] by using [YOUR
PRODUCT], because [HOW IT
SOLVES THE PROBLEM]

16. [YOUR AUDIENCE] can [SOLVE
THEIR PROBLEM] using [YOUR
PRODUCT], because [IT SOLVES THE
PROBLEM]

17. Any content professional can improve
their org’s training and education by
creating online courses, because the
material improves over time and is
easier to deliver.
Today’s presentation

18. Any content pro can become a
course creator because online
course apps like Moodle leverage
skills you already possess.
STC Moodle ½ day course

19. Any content professional can
create better content using
FrameMaker because it helps them
work faster and more accurately
STC FrameMaker course, June 27-Aug 4
(registration link goes here)

20. Every writer can easily deliver
mobile output using FrameMaker
because all the basic steps are
done for you.
Adobe Webinar on Thursday
(registration link displayed here)

21. Create a journey for
your audience
Wizard, Dorothy, and a
voyage of discovery

22. Example:
Voice preso at Social Media
Marketing World

23. Even if you’re not
charging for it,
you’re selling it

24. Use your Copy Thesis to craft a convincing title

25. The title is the first step in
selling your audience

26. Sales page

27. PASTOR
P Pain/Problem/Person
A Amplify/Aspirations
S Story/Struggle/Solution/System
Modules, descriptions
T Testimonial
O Offer
R Response

28. Break out modules into 6
divisions
Create “sales” descriptions first

29. Create lead magnets and
enticements

30. Run promotions and webinars
to generate interest.

31. My Pain/Problem/Person
As a content pro, you need to do more with less
You want to produce the highest quality training product
possible

32. My Amplification/Aspiration
Traditional methods suck up time, resources
Exhausting to maintain
Better education reduces load downstream
Better content reuse across org reduces load
Better reuse improves content

33. My System
Course Modules
6 most important parts of a topic, written as
compelling benefits, not a list of features

34. My Testimonial
Story of saving over 80% of production time
by standardizing on FrameMaker
and a template-based workflow

35. My Offer:
Details of the STC FrameMaker
course
See the STC website for course signup

36. My Response
What I want from you
Move beyond the sales page,
either directly into purchase,
or into webinar or other activity within sales funnel

37. Creating Modules (1st pass)
Smaller version of the course creation process

38. Module formula (2nd pass)
Distilled Copy Thesis for title
Sales paragraph (from sales page)
You’ll explore
Tools
Templates
Projects

39. Creating Activities
Smaller version of the module creation
process

40. Create Activities
Use Feel-Watch-Think-Do to generate Why-
What-How-If

41. What this looks like

42. It’s more
about the
path
than the
Wizard

43. Influences
• Ray Edwards (copywriting)
• Jeanine Blackwell
(online courses, course launch, affiliate)
• David H. Lawrence XVII (authentic voice)
• A host of others from SMMW (affiliate)

44. Thank you!
• www.techcommtools.com
• matt@mattrsullivan.com
• 714 585 2335