Mo Willems, the award-winning children's book author—Don't Let the Pigeon Drive the Bus—wrote and illustrated five books early in his career, none of which were published.
"I'm not going to tell you what they were about," he said in a New Yorker magazine interview. "They were what I thought kids wanted—that's why they failed. You don't give people what they want. You give them what they don't yet know they want."
Lev Kaye, founder and CEO of SIPA member CredSpark, once told me something similar. "People don't know what they don't know. With a quiz, in 2-3 minutes you can find out what they know and don't know on a topic and where the knowledge gaps in your audience might be. At the end [after they see their score], you can have, 'click here to register for our webinar or white paper or attend our conference.'"
In the spirit of the latter, here are six questions that will be answered at the SIPA Annual 2017 Conference, June 5-7 in Washington, D.C.
1. According to Lisa Harrington, EVP & chief marketing officer of the International Risk Management Institute —and author of the book, Taking in Strays: Leadership Lessons from Unexpected Places—products at IRMI are organized around the 4 C's. These are content, continuing education, conferences and...
Harrington will lead the session, Inspiring Trust, on Wednesday morning, June 7.
2. Brittany Carter, vice president, Columbia Books & Information Services, recently told a SIPA audience that CBIS launched this initiative to improve the staff's business acumen:
a. Free subscriptions to The Wall Street Journal
b. A mini-MBA program
c. Had a business speaker come in every Wednesday at lunch
d. Played a simulated Stock Market game
Carter will speak on Wednesday morning, June 7 on a Best Practices Panel: Building a Company-Wide Culture of Innovation.
3. What primary question did Anne Holland and Cassandra Farrington, co-founders of Anne Holland Ventures, ask themselves before deciding to become a publisher in the marijuana industry?
a. Where can we make the most money?
b. What topic is most in the news?
c. What will make our friends most jealous?
d. Who is hungry for what we're really good at doing?
Holland and Farrington will deliver the opening keynote address on Tuesday morning, June 6.
4. Which fairy tale did Ryan Dohrn, founder and CEO of Brain Swell Media, use to help describe his theory on pricing?
a. Jack and the Beanstalk – aim for the highest
b. Little Red Riding Hood – don't let the Big Bad Wolf scare you away from what's best
c. Goldilocks and theThree Bears – find the price that's just right
d. Rapunzel – relax and let your hair down
Dohrn will present the session, Developing a Sales Call Process that Closes Business, on Tuesday morning, June 6.
5. True or False. Dan Hanover, VP at Access Intelligence, believes that when it comes to event marketing, the benefit of saving money works better than the fear of paying more.
Hanover and Tom Billington, CEO of Billington CyberSecurity, will lead what should be a great pre-Conference workshop the afternoon of Monday, June 5, titled Successful Event Strategies: Maximize Sales & Marketing, Control Costs and Reimagine the Experience with New Formats and Ideas. Additional workshops focused on growing your business include the Digital Marketing Boot Camp andSelling Integrated Advertising and Sponsorship Packages.
6. Which quote did Lynn Freer, president of Spidell Publishing, not say in a previous SIPA talk?
a. "Nothing can be more boring than tax law."
b. "[For woman speakers,] I often get, 'She wore the same suit last month' [from seminar attendees].
c. "We kill attendees with kindness."
d. "When I do dinner speeches, I'm careful not to promote our seminars."
Freer will present How We Attract 18,000 People and Millions of Dollars to Our Seminars Year After Year on Tuesday morning, June 6.
1b – community
2b – mini-MBA program. "We do everything there from training on competitive analysis to product development to how to understand and interpret business financials," Carter said.
3d – "There was no financial information [in the marijuana industry], no legal or financial news service that was doing a good job. 'We can do that.' We can help these hungry people," Holland said.
4c – "It's kind of like the Goldilocks Principle where you have to find the price that's not too hard, not too soft but feels just right," Dohrn said.
5 False – Hanover prefers the fear of paying more. Instead of "Last chance to save $200," he strongly prefers "Prices will go up $200 tomorrow."6d – "I love [speaking]," Freer said, "wandering into aisles and talking to people. When I do dinner speeches, I bring fliers and we generate revenue. It might be about a new law that just passed that we're covering it in a seminar."