Seminar Marketing Today
by Burt Dubin
The people who run corporations -- both the huge monoliths
that have been furiously downsizing and merging, and the start-ups
that have created millions of new jobs in recent years --
are recognizing that human capital is their most valuable
Today more cash is being invested in educating employees
than ever before. I intend to show you how to get your share
of this bonanza.
Alvin and Heidi Toffler, in their book, Creating a New
Civilization, say that development and distribution of
information have now become the central productivity and power
activity of the human race. That's the business you're in!
Here's a summation of the Toffler's major points as they
apply to your business:
- The most evolved nations -- the USA in particular -- are
becoming information and innovation merchants. We market
education and training to the world.
- Today you can ride the wave of the changing role, significance
and nature of knowledge. Since knowledge is the new capital,
you, in sharing it through your seminars, create capital
for others as well as yourself.
- Knowledge, because it reduces the need for labor, time,
space and capital, is now the central resource of advancing
economies. The real value of organizations depends more
on the ideas, insights and information in the heads of their
employees than on other physical assets.
- Smart firms encourage their people to take initiative,
come up with new ideas, even throw away the rule book to
produce desired outcomes -- and to pour emotion, intuition
and imagination into their jobs. As you, in your seminars,
show your attendees how to do this, you make yourself an
even more valuable resource.
Take these strategic actions now:
- Position yourself as a unique educational resource. Spice
up your events with innovation, insights, ways your audience
members can use to engage their emotions, intuition and
imagination as part of their daily activities. Show your
audience members how they benefit by doing what you recommend.
- Remind those who sit before you that today, more than
ever, they are in business for themselves. They market their
ability to deliver results to whatever organization will
best reward them.
- Be sure they know that in the brave new world of the 21st
century, loyalty means loyalty to themselves. There's no
such thing as a full career with one company anymore. That's
- Market yourself as the peerless resource you are. Create
a micro-niche in which you make yourself first an expert,
then a world-class expert. Don't stop there. Follow the
lead of the masters: Make yourself the world expert in your
micro-niche. Then, watch your value -- and your cash flow