If you don’t have anything to sell, or you just want to create some content, you don’t need to do it. The reason I say 15 to 45 minutes is that is when the most people are usually on the call. Often people will wait to the very end of the call to present an offer. That’s when people start to drop off. They think, "I got everything out of this. Now he’ll just want to sell me on something. I’ll drop off now."

Another great thing is case studies or testimonials. That’s a no-brainer. It’s something that many people do to make what they’re saying more tangible by example.

As I said, be sure to make it re-purposeable, one point at a time. A Q&A session at the very end can also be used to generate content if you have an audience to engage. Often someone will ask you a question that you would have never have asked yourself. If they ask you a very good question and your answer comes out naturally, that can be better than if you wrote down points yourself.

Consider doing one of these things to stay on point. Use note cards, a written outline or a PowerPoint presentation. Unless you’re doing a webinar where people can see the screen, they won’t be able to see these points. It’s something you consider if you’re a person who wants a guideline.

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