Independent Trainers – To Do List in 2017 for Success in 2018 – For Greater Revenue Growth

**16 Must Do Action for more days, higher fees and better clients

Recently, I compared notes with a returning Independent Trainer coming back to the UK and we talked about what you need to do to get back into circulation, get meaningful engagement with L&D decision makers and to generate more days, charge higher fees and make more money.

Here is a list of 16 essentials that will make up your 2017 To Do List! – Deadline – Christmas Morning!!

CTA Call to Action

To Do List 2017 for an amazing 2018

  1. Quality Photo Portrait – No, the cropped photo of you at a wedding with shoulders and handbags all around you is not going to get you to your £2,500 daily training rate. – Take the time to find an amazing photographer who is going to produce a professional picture of you that will build and support your premium brand.My beautiful smile
  2. Business Name – And don’t panic – if you have registered something awful, you can re-brand using your blog or website as something more sexy, catchy and searchable – remember – your company name is unlikely to attract any new enquiries via a Google search if it is all about you, as this will not be about your service or fit the customer’s search request.

Take the time to brainstorm over many pages and take an hour or two to do this and come up with 100+ ideas that could work. Don’t edit as you go – just vomit ink on the page!

Now pick the best combination of your words, make sure the final result is not taken in your own country and quickly secure the domain name for yourself. Job done.

  1. Business Card – Go up market, don’t put a fax number on it – It is not 1995. You do not need your postal address either. This is 2017.

And what about a strap line – Who do you help? What is THEIR outcome? Be creative.

  1. Deal Sheet – Who have you worked with? And what have you done with them? Some corporate customers will give you permission to use their name and even provide testimonials, endorsements and references that can really help you, so go for it. Some will not. And some are rather precious about their brand, so do be careful and NEVER break copyright laws – They are a venue generator for ambulance chasing lawyers. You can avoid trouble by putting all of their logos on a PowerPoint page, printing it out and taking it to meetings. When you flash this rich and colourful page in front of a decision maker, they will be impressed by the variety and depth of your contacts and will trust you more as a result.
  2. Professional Profile – Why not slip a bit of sales cleverness in here. Give yourself a strap line – “Regarded as the best X in country Y”, or put a verb in play – “Matthew helps Independent Trainers to maximise their revenues by providing Z.” Add a little about your core offering, prizes won, books published, key differentiators and a major customer name or two to really make this document work for you.
  3. Posts – I still encounter people who have yet to publish articles on social media. This is a big missed opportunity for them – A social media post is a flashing beacon of light illuminating your existence in the darkness of competition, short decision maker attention spans and shiny object distractions.

To start, simply think of the decision makers in your field and where their pain lies. What problem do they want you to solve? What do they want you to deliver? How do they want you to deliver it? These are the posts that you must be thinking about, drafting, improving. And then get it edited by someone good. And…put them out to LinkedIn groups, Facebook groups and on your website / blog site as well.

And,

6a.Tag, tag, tag & tag – That is the magic way for your posts to live on forever and continue to do the marketing for you, even when you are sleeping.

Vector speedometer scale

Turbo Tag Your Posts

  1. Logo – It does not cost a fortune to get a cracking logo that will be visually appealing, high in impact and help key contacts to like you and remember you. Take some time to brief the agency on your requirement. What is your persona? What is your delivery style? What do you represent? What is your promise? Who are you target market – your avatar? And, what is UNIQUE about you?
  2. Course Outlines – In olden times, when dinosaurs roamed the earth, it was OK to put out the most boring copy imaginable and get away with it. Surprise surprise.

Things have changed.

Now we need a punchy title employing corporate world language and the benefits to be gained by attending delegates. The content should be in short blocks with a subtitle, exercises and the educational outcome for the participants clearly stated. In modern times, this outline is selling you. Let your outline super-copy do some of the heavy lifting in convincing your prospect to pick up the phone and bring you in for a cosy briefing chat.

  1. Exercises – Theory is so last millennium. The current trend is towards dynamic action based learning with full delegate inclusion – sweat, board markers and tears.

Include plenty of decision making, discussion, physical movement and innovation in your bag of tricks. If your training does not wow the crowd, you will be a one time, one hit, “I wonder what happened there?” trainer.

  1. Model – You have got to have a model. I have the Matthew 5 M’s for Accelerated Business Growth Model, and the Consultative Selling 13 Pillars. They give credibility, a framework for delegates to help them implement your brilliant ideas and a differentiator to set you apart from all the other trainers and coaches knocking on the decision maker’s door.

    A Model Will Generate Cash

  2. Blog Site / Website – I see so many people proudly unveil their expensive semi – animated websites as they confidently assume that a brochure site will heat up the phone and pay their rent next year. It will NOT. Isolated websites can no longer compete with blog sites where the SEO is instant and connected. You need a WordPress blog site to take off and get customers, along with a stream of high quality, original material in the form of blog posts and other products (more in a moment) that are tagged, tagged & tagged to bring you new traffic that is pre-qualified and ready to be warmed by your words of wisdom.
  3. Repurposing your content – PRODUCTS – This is the single most neglected area for Independent Trainers wishing to grab more days next year. They are missing the better fees, the hungry corporate customers and important opportunities for expansion.

I mean, how hard is it to read your best post into your smart phone to create a podcast? Today, there is no excuse – I started Podcasting in 2007 and it was a major technological challenge to get them rendered and uploaded on to the decent podcast sites. And, sometimes, it cost money to do so as well!!!

  1. Make a FILM – If you have got a nosebleed just thinking about recording the sound of your own voice, then you will probably pass out at my next suggestion…

When you add Camtasia (PC) or Screenflow (Mac) to your computer, you can record over your PowerPoint slide deck to create an MP4 film – This is the future. Films are it. Films are what people want – You can add them to your training. You can add them to your marketing and you can add them to your social media to really bring up your marketing game to a competitive level.

  1. Show Reel – When you have made enough films and have purchased your Hey Mic to record your live speeches, you can then paste together the best of your output to make an outstanding and memorable training show reel to wow all that see it. You can send this to corporations, agencies and speaker agencies as well. You will officially be playing in the big leagues.
  2. Key Note Speech – If you seriously want to move your fee levels up from discounted subcontractor rates to the main professional independent tier, then you need to turn your training experience, your life experience, your persona and your model into a Key Note Speech.

    A Key Note will get them Storming The Stage…

This will be something persuasive, charismatic, fact filled and moving. And, it will set you apart from the also trained, the theory pedlars and the chaff.

Use minimal visuals – stunning pictures work well, a bit of punchy music and, “Meet the audience where they are” with your content, technical detail and pitch level.

And,

Record all your speeches for feedback and improvement purposes as well as to bulk out your show reel.

  1. Webinars – What do you get when you put your films, keynote speeches, products, models and charisma into a live show? A mind blowing webinar that acts as an unbeatable demonstration vehicle for all those people who are a little too far away to meet and warm up with a lunch.

Think of this as 3 months marketing achieved in 60 minutes.

Essential for your webinar is to get interaction, to have real decision makers at the other end and to put your best work into producing something lively, interactive and value packed.

That’s it – Your Things To Do list for the rest of 2017 – And the incentive? If you get started, keep going with persistence and focus, you will enjoy more training days, with better paying clients, more interesting delegates and you will end the year with a smile on your face, a pot full of cash and a fist full of great testimonials saying that you are an AMAZING Independent Trainer.

Need help to get started? How far down the list did you get when you switched from, “Done that!” to “Oh, I’d better do that”?

If you need some help, support or advice please do feel free to E Mail Matthew at; matthew.hill@hillnetworks.com

Wishing You – May every training day you deliver in 2018 leave you happy, richer and more fulfilled through delivering great wisdom with great value to a fully appreciative audience who then clamour to have you back again.

And. All the best with your To Do List in 2017.

 

About the Author – Matthew Hill provides coaching and courses for Independent Trainers wishing to build their brand and IP, up their marketing game, deliver effective independent content and enter the big leagues when it comes to compensation and client acquisition. He has worked in 30 countries and worked with people representing 80 nationalities. This year he wrote his 4th book – Going for Growth in 2017.

 

Advertisements

New Webinar – Marketing to Get More Training Days with Less Hassle and No Hustle

Or, “I am now an Good Independent Trainer – So, What Do I Do To Get More Days And At A Better Rate?”

You are passionate about helping people resolve their issues and learn to help themselves. You have accumulated hard won experience and realised your dream of becoming an effective independent trainer. So –

– How will you now build your independent trainer or coach business?

– How will you network to grow your list of useful and high value contacts? And,

– How will you get your name and message out their using Social Media to generate qualified and appropriate interest in your independent training and coaching services?

VIP - Very important person - gold 3D render on the wall background with soft shadow.

“Hello, I am independent trainer…”

Fear – You dread the idea of becoming an isolated star trainer with next to no clients – unwittingly keeping all your much needed talent away from individuals in need who could easily benefit from your experience.

Wish – You know what you dream of;

– To receive warm enquiries from people who ALREADY know who you are, respect what you stand for and are willing to pay a premium to use your independent training services because they work.

– You wish to spend less time hustling for business and more time in the flow – conducting successful group and individual training and coaching sessions.

Action – Join Our Webinar – Marketing to Get More Training Days with Less Hassle and No Hustle;

https://attendee.gotowebinar.com/register/4966134869096242435

In this 1 hour and 20 minute high energy, content rich and interactive web based seminar, we will cover the 3 areas you need to invest in if your Independent Training and Coaching service is to grow;

Notepad with word marketing concept and glasses

1) Activity – Remember – No effort – No outcome. We will show you where many new independent trainers and coaches go wrong (and reveal the worst crime of all), and list the strategies, tactics and moves you must make in order to succeed.

2) Organisation – Building your identity and passion-based professional BRAND by marketing like a pro and learning the structures and processes required.

Most people fail with their own attempts or give up before they have built a complete Brand. We will show you where NOT to waste your time and where you need laser focus to generate engagement (its all about getting to the higher levels of engagement.) And, you will learn to build IP assets / informational products using your knowledge, qualifications and experience. Informational products that stand out from the crowd; gain you a reputation as an expert and command attention on Social Media, even as you sleep.

3) Dynamism – We will shake you from your current state of cultural modesty (“I couldn’t possibly do that”) to having you OWN your personal experiences and articulating your deal sheet of past victories in a media friendly way that generates results – incoming warm enquiries. We will make high-octane networking a reality for you and give you solid marketing ideas. They will work for you and you will have the chance to access the step-by-step process that takes you from “I don’t know how to do that” to, “I have just completed my amazing product, pitch or plan.”

Super businessman flying over a city

AAWWEESSSOOMMEE

Take Away – By the end of this informative webinar you will be given at least 3 effective marketing tactics to work on. When you implement them you will benefit from their proven power. And, we will give you the chance to acquire our Independent Trainer Growth Bundle to guide you along the sure and enjoyable path to informational products, a professional identity, an effective brand, positive networking and the generation of valid incoming mediation enquiries.

It’s not for everybody.

We want to speak with the people who will get the most benefit from the webinar so, please do NOT join if you;

– Don’t have a sense of fun and adventure

– Have zero intention of investing in yourself to grow your independent trainer service business

– Possess a closed mind when it comes copywriting and social media. Or,

– Think that clients will find you by magic and telepathy so none of this is necessary

Still reading? Good.

No Cost – There is no fee for attending the webinar and there are limited places. If you wish to expand your independent trainer practice and are ready for the challenge. If you believe in yourself, and want to follow our proven step-by-step guide, then there is only one place to be at 6PM UK time on, 21st November 2017 – 7PM Paris time – 1PM New York – Register now to attend the Marketing to Get More Training Days with Less Hassle and No Hustle Webinar. Click here and follow the instructions;

https://attendee.gotowebinar.com/register/4966134869096242435

We look forward to speaking with you on 6PM UK, Wednesday, 21st November 2017 – 7PM Paris time. 1PM New York

Shocked girl eavesdropping.

I want to hear the webinar…

 

New Richard Lewis Cross-Cultural Train the Trainer course – 30 January to 2 February 2018

Join us for our first train the trainer course of 2018, Riversdown House, 30 January-2 February. There will be an in-depth introduction of the Lewis Model in the context of other models, and its practical integration into the participants’ individual training services. We will also look at the 360 degree feedback feature of CultureActive, besides an interactive demonstration of our Cross-cultural Dialogue Mat and other training facilitation tools.

If you are an experienced cross-cultural/behavioural skills trainer or involved in in-house competence development within your organisation and MICHAEL - riversdown-housewish to expand your expertise with a practice-oriented and world-wide recognised concept, then don’t miss out on your chance to become the next RLC Cross-Culture Licensed Partner!

To reserve a place or get further information please contact caroline.lewis@rlcglobal.com

+44 (0)1962 77 11 11

Eat Prey Grope Resign – No Love

When will Sexual Harassment stop?

Pandora’s Box is currently open and what is being released seems ugly yet disturbingly obvious. To an extent, we all share a common feeling of shame at semi – knowing the news coming out about sexual abuse already.

It has taken a while to emerge because we have collectively created a hostile environment of judgement and name calling, where the victims of abuse carried out by powerful men are made to feel afraid and hesitant about coming forward. There was nowhere to hide. Now there is #metoo. Before today, there was only the fear of public ridicule, of another close encounter in a lift or of suffering career aspiration damage.

Harvey Weinstein, Bill Cosby, Bill O’Reilly, Roger Ailes are up there. And now Kevin Spacey, Louis CK and a stream of unsavoury characters from British Parliament are emerging to upset us further. Again, it is less the shock, rather the confirmation of our collective semi-knowing of the on-going and systemic abuse of position, power and privilege.

Sexual Harassment

“Let’s talk”

No longer can we comfort ourselves that this was mostly just weird victimless perversion, the vice of old men with silk ropes and whips. Now with the #metoo campaign, the victims have found their collective voice. The people are now listening and this will be a day of reckoning for some.

Utopia

Can we dream of a better world now? Would it be that difficult for the elite to give up their political and financial dominance in order to quash a grotesque trade in requests for sexual access in return for career opportunity?

Obviously those holding the power seem to think so. Vast money and airtime are being spent perpetuating myths around the benefits of young women and powerful old men continuing to work together with all the associated side deals staying in place. Perhaps a simple and healthy alternative narrative is too terrifying and threatening for them to contemplate.

Imagine a world that is economically gender neutral and, in particularly, where jobs are deemed gender free – women can be plumbers, top chefs and physicists, men can be dancers and nurses and no one blinks.

That would take a big shift in our collective memory, overturning a vast vault made up of millions of exposures to belittling sentences, limiting judgements and gender stereotyping images coming at us via press, TV and film.

Imagine a world where the household chores are distributed evenly. A world where care work, domestic work or work traded for salaries were valued as equally significant, equally valid and equally worthy of acknowledgement.

Sweat Box

The flip side benefit of this would move beyond Sheryl Sandberg’s “Lean In” where women are subtly asked to become more like men and fill the boardroom with mini – Margaret Thatchers. Instead the testosterone count would be replaced by a pleasant creative and innovating environment where thought based productivity replaced stressed robotic computer terminal template filling sitting silently in a soul destroying open plan office the size of half a football pitch.

Symptoms

How do we know we have not got it right? Sexist banter, prejudice, Christmas party transgressions, the trade in career enhancement for sexual favours, the casting couch, the old propositioning the young simply because the job market is tight and competitive and they can, and the concept of allowing groping hands in the company lift continuing to be justified with, “That is how you get ahead.”

And there is man-splaining (Rebecca Solnit), man-spreading, the hostile work environment – interruptions, dominance and deafness, and something I frequently witness in offices – the small number of women in a team being expected to make the coffee, print out documents and show visitors to meeting rooms.

Hope

Before we jump off a collective cliff of hopelessness, let us remember that school leavers, are the future of work and many of them seem to be getting it. No longer is casual sexism or homophobia acceptable or cool. When my son pointed out that some epithets would not longer go unchallenged amongst his peer group, I was mildly surprised as well as being heartened and encouraged.

Cause

Our collective parenting has yet to change from bringing up boys to be the little tough guy, overtly manly (& praying that they turn out straight.) And bringing up girls to be pink princesses groomed to lead a fairy tale life of motherhood within wedded bliss with wedding day planning lasting for all of their remembered childhood. And, all this flying in the face of data, our own repeated disappointment, and the cumulative evidence of life experience.

Who benefits from women cleaning and caring? Who benefits from white middle class males dominating the corporate world as well as the higher echelons of education, medicine, all religions and local and national Government?

The bastion of white male privilege is holding fast and shows no signs of being swayed by equality laws, the moral outrage of oppressed group’s or the findings of employment tribunals (recently put out of reach for the majority with the introduction of a £1,200 starter fee in the UK.)

The Current Narrative

Do we know just how 1950’s our current gender story is? When we see Mad Men / Stepford Wives, we laugh at the simpering simplicity of their lot. But have modern TV, film and social media characters really changed that much in the last 65 years? Screenwriter for When Harry Met Sally, Nora Ephron often spoke of the paucity of female character definition in the majority of successful mainstream films with the oft repeated phrases, “What is going on?”, “You don’t understand me” and, “We don’t seem to talk any more.”

One Million Images

One Million Images

Geena Davis is commissioning research and making a documentary to point out the staggering gender imbalance in modern films (Men have twice the airtime and talking time of women in mainstream Hollywood film releases.) And 96% of the biggest films where directed by men.

If you believe TV (please don’t), the life choices women are asked to make are between nurse, beauty queen, tough and sacrificing executive or home maker / baby maker.

And, the gritty reality of suburbia is actually worse! multi-generational nappy changing and taxi driving are moving up the job description.

Status Quo

Males are dominant in the economy and make the majority of the decisions that have the power to either maintain the current set up or exchange it for a more inclusive and profitable gender balanced economic future.

But there seems little or no incentive for them to do so.

It is like the Swiss Canton referendum in Appenzell, where it took until 1971 to enfranchise local women because…ONLY MEN COULD VOTE.

You can't hurry equality

You can’t hurry equality!

A Future Worth Having

Nothing will change until the narrative moves up. We need to see thousands and thousands and thousands of positive images of women in work, women in politics and women in the community portrayed on TV, in film and over Social Media. And those 3 D and robust characters need to be played by women, drawn by women and directed by women.

And let us have merit and not the casting couch as the door opener to career success.

Importantly, in literature this gender rebalancing is already happening. The majority of hit authors are now female – Think of Margaret Attwood, Zadie Smith, Anne Tyler, Donna Tartt, Suzanne Collins, Stephenie Meyer, Jodi Picoult and JK Rowling.

And more growth is needed. Isolated collections of intelligent women working in smaller communities is not going to be enough. This is a mass project requiring serious mobilisation. And this means and includes YOU. The necessary amplification of a healthy gender narrative needs to be significant.

A final thought.

And whilst we have your attention, can I ask you a challenging question? And, it won’t make you feel great. Sorry.

What subtle choices have you made today that, as you review them now – make you realise that you have helped contribute to the continued suppression of women in the home, the media and in the workplace?

That question is for everybody.

We can take 3 more generations to get the necessary shift to occur or we can start today. It is up to me and it is up to you.

Author Profile – Matthew Hill works with diverse groups of corporate executives in more than 30 countries to raise awareness of positive difference and to support inclusion in the workplace.