1st Congress SIETAR Spain, 28th – 30th September 2018, Malaga, Spain

Spanish Congress SIETAR Spain

Spanish Congress SIETAR SpainSpanish Congress SIETAR Spain , Anna, Zelno

To register click on the link; http://www.sietar.es/congreso



The 4 Products You Need as an Independent Trainer or Independent Coach in 2018.

One Product You is NOT Optimally Profitable

Here is the simplest business build you will ever do. It consists of just 4 products that will move you to POSITIVELY interrupt your targets and start making a profit.

PRODUCTS for Profit

Turn your knowledge and experience into profit generating PRODUCTS

Product One – The Lead Magnet – What could you package up, from your knowledge and experience, and give to your target audience of potential customers that will grab their attention, please them, and, spark their curiosity to a level that helps them take a tiny tiny action step?

Successful suggestions include a work sample, a live demonstration, a powerful recording, a content rich webinar, a white paper, a quick quiz / audit, a 15 minute coaching call or any other small package that can show your depth, credibility and brand to good effect.

Sometimes called a Product4Prospect, the Lead Magnet is given away in exchange for contact details and permission to approach the receiver in the future.

Lead Magnet

Give a product in exchange for contact details and full permission.

Product Two – The Trip Wire – You can have an audience of 10,000, but, if they don’t buy anything, you are just a loud and unsuccessful busker!

The genius of the Trip Wire product is that it is cheap enough to trigger a no-brainer buying decision and, at the same time, acts as a psychological doorway, taking the individual from feeling like a distant, isolated observer to feeling like a customer, insider and club member.

That is what is so clever about the Trip Wire product.

Again, it must be packed full of value but must NOT provide the complete solution – They need to fill in the gaps in their knowledge with your Product Three.

Successful suggestions for a Trip Wire product include a starter version of your offering, a paid taster session, a paid intake clinic combining audit with delivered content, your book, a recorded audio product or the how-to film that you have made.

Trip Wire - Take a tiny tiny step

Trip Wire – Take a tiny tiny step

Product Three – Your Core Offering – This is the one product that everybody has. The advantage of running a sequence and not starting by pushing your Core Offering, is that you may achieve extra levels of trust and branding and so, will be able to price your Core Offering at a premium. It is important to max the joy of the customer as they receive your service so that their customer experience, CX is exceptional, memorable and becomes a talking point. It is your customer’s outstanding emotions that will boost and grow your company. Good enough is no longer good enough. Wow is now.

Core Offering

Core Offering – Remarkable value and customer experience.

Suggestions for helping support an outstanding Core Offering to attain the level of REMARKABLE – Differentiate your offerings into Bronze, Silver and Gold levels that offer economy, normal and luxury versions, add an accompanying user guide and demonstration that are ACTUALLY usable, rustle up celebrity endorsements, design in fun, energy and humour, add sleek design and cool features, work hard to enrich context with multi-channel delivery, build in the possibility of more interaction with the expert you, include full risk reduction, reversal and guarantees, and, incorporate customer feedback to smooth out the bumps in the customer journey, so you know you are delivering something special.

Is that it? No. There’s more…

Product Four – A Second Product. Did you think that getting the customer to buy your main offering once was the end of the line? No. Now we need to get you to PROFIT.

The costs of customer acquisition are normally assigned to the core offering. This limits any possible profit gained from first time customers. This applies to all one-product companies.

We all know that new customers are the most expensive to acquire and that returning customers are the best to have and the cheapest to maintain.

Second Product

The Magic of a Second Product – Customer delight, continuity and greater average profit margin.

All that cost of identifying, interrupting, warming, closing and delivering has been sunk. Now, with your Second Product, you know who they are and they understand how you operate. The next “box” you deliver will have a much higher margin. And it does not have to be priced at a super premium to achieve this. Sure, a high-end new offering will sort the wheat from the chaff and get those, “I must have the best” types excited. But, a regular priced offering will really boost profits, even when you average out Core and Second Product margins combined.

Suggestions for creating and supporting a Second Product include – The advanced level version of your core, something complementary to the first purchase, “And customers also bought this…”

If a trainer is selling knowledge first time around, they could sell a change programme as the second bite.

If Tony Robbins is offering you mind reprogramming in his first session, his next offering might provide a deep dive into personal wealth and finances.

So, that’s it. The 4 products you need to complete your set, establish a winning commercial sequence and all done whilst delighting your customers and generating above industry average levels of profit.

Call to Action – Now is the time to move forward.

Call to ACTION – We are running our next Business Growth Bootcamp for Independent Trainers and Coaches this June in the marvelous Capital city of Lisbon, Portugal, Tuesday 26th to Thursday 28th June 2018. To check out the details, simply click on the link.


Good luck and do let me know if you need some help.

First SIETAR Switzerland Congress, Lugano, 25th – 27th May 2018

SIETAR Switzerland Congress, Lugano

SIETAR Switzerland Congress, Lugano

SIETAR Switzerland Congress, Lugano

SIETAR Switzerland Congress, Lugano


To register click on;  http://sietar.ch/2018-congress/registration/


New Viveka Anderton Workshop – Women Working in the Middle East, 20th March 2018, London.

Viv 4


Viv 1

viv 2

viv 3

Early Bird discount up until 28th February 2018

Register here; https://www.eventbrite.co.uk/e/workshop-women-working-in-the-middle-east-tickets-5901059227


Global Competence: Our Future, Our Responsibility, 26th -28th September 2018, Budapest, Hungary.

The first ever, Learning-to-live-together event – An AFS Global Conference

Setting an urgent agenda for global competence development


This Conference aims for real alignment and cooperation among all sectors who have a stake in developing global competence, whether in classrooms, lecture halls, study abroad programs, non-formal training environments or beyond.


The urgency of today’s challenges requires a united action from all who are invested in a globally-connected, peaceful future. The Conference will bring together educators, business leaders and innovators, policymakers and government representatives, international education and non-formal learning providers, community organizations, social entrepreneurs and volunteer leaders.

Let’s work together across sectors and countries to set an urgent agenda to meet the growing demand for global competence, by creating and aligning policies, tools and resources that empower educators to deliver these essential 21st century skills to learners at every life stage.

Contact http://afs.org/conference


The 24th International Conference of the International Association of Intercultural Studies, IAICS, at DePaul University in Chicago, 5th – 8th July 2018. 

Communication and Dialogue: Integrating Global Communities


Visit  Chicago for the 24th international IAICS conference  The 2018 theme is Communication and Dialogue: Integrating Global Communities. The IAICS international conference brings scholars together from around the world to share ideas, experiences and scholarly research from diverse interdisciplinary perspectives on communication across cultures.



Interkultur brings you Voices for Peace 4th-8th April 2018, – Pergugia / Assisi, Italy

An inspiration for mind, soul and peace among mankind.

Italy, the beautiful country in the south of Europe inspires ensembles from all over the world to go on very special concert tours. In addition to its long musical tradition, its fascinating architecture and its unsurpassed gastronomy, there are this remarkable vitality and joy of living that make this country a perfect place for the realization of unforgettable musical projects.


Along the lines of St. Francis, namely that “the Lord may give you peace”, we are pleased to welcome choirs from all over the world to Assisi and Perugia.

Assisi is a truly magical place that draws its particular character from the reminiscence of Saint Francis, the charming countryside that surrounds the town, and the important witnesses of its thousand-year-old culture. With its two-story basilica, Assisi is one of those rare places that can enable the mind of man to fly high.

Perugia, founded in the 6th century by the Etruscans, is the largest city in Umbria and with its fascinating Piazza Grande one of the most beautiful cities in Italy.

Join us on VOICES FOR PEACE, an inspiration for mind, soul and peace among mankind.



8th International Conference on Intercultural Pragmatics & Communication 8th – 10th June 2018, Nicosia,Cyprus

Venue: University of Cyprus, 1 Panepistimiou Ave., 2109 Aglantzia

cyprus jpeg

The four parallel sessions are on:

  • Pragmatics theories: neo-Gricean approaches, relevance theory, theory of mind, meaning, role of context, common ground, the semantics-pragmatics interface, explicature, implicature, grammaticalization, speech act theory, presuppositions, im/politeness, etc.
  • Experimental pragmatics: models of language and meaning, experimental techniques, scalar implicatures, reference resolution, interpretation of figurative language, etc.
  • Intercultural, cross-cultural and societal aspects of pragmatics: research involving more than one language and culture or varieties of one language, variational pragmatics, lingua franca, computer mediated communication (CMC), bilinguals’ and heritage speakers’ language use, intercultural misunderstandings, effect of dual language and multilingual systems on the development and use of pragmatic skills, language of aggression and conflict, etc.
  • Applications: usage and corpus-based approaches, pragmatic competence, teachability and learnability of pragmatic skills, pragmatic variations within one language and across languages, developmental pragmatics, cyber pragmatics, etc.

Most presentations will be for 20 minutes with 10 minutes Q&A.

Presentations will be in English or French.

Contact; http://inpra2018.org


Engage Conference 2018 – The Emergence of Intercultural Youth, 29th March 2018, Dublin Castle, Ireland

Making Minority Priority

The National Youth Council of Ireland in November 2017 published a report called ‘Making Minority Priority’ focused on challenges of young ethnic minorities in Ireland. The Youth Platform Project has grown to 24 youth groups representing thousands of youth in Ireland. The Engage Conference 2018 is targeted at youth representatives from organisations that are members youth initiatives working or looking to work closely with young ethnic minorities.

platform 13 jpeg



Are You Just Too Busy? And is it Good Busy or Bad Busy?

When would NOW be a good time to start your personal Trainer / Coach / Academic / Student – Time / Work Quality revolution?

  1. The Good Busy test. How much of the following (honestly) applies to you?

“I am Good Busy. My schedule is packed with exciting trips and assignments taking place in desirable locations, working with and for kind, progressive and generous clients who seem to understand me, appreciate me and, specifically, understand my worth to them.

Effective Time Management

They provide a stimulating brief that I am excited to get my teeth into. The work has plenty of variety, suits my strengths and allows me to be fully expressed, in the zone and at my best as I execute the work that I love.”

Have we described your life perfectly? Or, the one that you wish to have in 2018?

  1. The Bad Busy test. When I am not filling in or scanning endless administrative forms, I seem to be trapped in other unpaid, repetitive and unrewarding chores. Either that or I feel duty bound to travel and fulfil my Mephistophelean contract of vast acres of underpaid, boiler plate assignments in grubby locations with cheap accommodation for an unappreciative audience that would far rather be anywhere else than there. My clients are Monolith factory sweatshops that deploy above average people to perform stressful, complicated and disjointed work for little result beyond task completion, urgency and the avoidance of an escalation that sparks the harsh tongue of a similarly stressed supervisor hovering above them, micromanaging the process.

Both 1. & 2. are, of course, an exaggeration. The point of showing you the above two paragraphs is to get you to feel something and recognise elements of WHAT YOU WANT and what you are stuck with and wish to ESCAPE.

The Symptoms –

*Does your heart race or sink when a new work order comes in?

*Do you ever feel ill or experience a mild panic attack on the way to work?

*Do you feel low on Sunday and drink too much on a Friday evening alongside your equally disenchanted colleagues?

*Has your description of what you do become more cynical when are asked about it socially?

What needs to change in 2018?

  1. Audit. I am often asked what is the key to happiness when in the middle of the upheaval of changing country and one thing I learnt years ago is that externally enforced relocation, reassignment or revolution is the perfect time to take stock of your situation and ask some profound questions of yourself…

*Who were you when you set out in the world of work?

*Are you still that person?

*What do you want your day job to be in 5 year’s time?

*What do you want your legacy / eulogy to be?

*What do you enjoy most in your work?

*What activity fills you with dread?

*Are you healthy / happy / fulfilled?

*Are you EARNING what you are worth?

*Is the output of your work good, neutral or evil?


*Are you giving out something via your job that is adding value to the broader human experience?

What can you Do?

  • Say “No!” – The breakthrough moment came for me working as a freelance trainer and coach many years ago when I started saying no to discounted work, unfulfilling assignments, crappy locations, unprepared clients and work that was meaningless, harmful or just a tick box exercise for a corporate customer.

    Better fees


Instantly my life improved. I felt rebellious, free and more in control of my content, my audience and my outcomes. My income went up, my spare time went up, my boredom, stress and frustration levels went down.

My question became, “Why didn’t I do this earlier?”

Upgrade Everything – If you increase the quality of every little thing you work on and create something whole that is exceptional, people will notice, your brand will become REMARKABLE and your place in the world will change.

+How can you turbo charge your product?

+What will take your service levels to a place that commands a premium price?

+How can you find the courage to ask for an OUTRAGEOUS fee and keep a straight face?

+How can you create a niche that you will own, dominate and FILL with value?

+How can you spend your time being Fully Expressed, utilising your value and being totally connected to your client, their objectives and your transformational talents?

Excited woman working at desk in office. Using antistress ball.

Conclusion – You get the life you tolerate, so maybe it is time to take action and raise your standards.


If you have been affected by this blog post and want to start your year with a bang – Do feel free to drop me a line and we can have a 5-minute conversation. I would like to hear your story.

Matthew Hill culture trainer 07540659995

Call Matthew

Thanks and “bon chance” for 2018.