To register click on the link; http://www.sietar.es/congreso
To register click on the link; http://www.sietar.es/congreso
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.
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.
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.
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.
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.
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 – 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.
To register click on; http://sietar.ch/2018-congress/registration/
When would NOW be a good time to start your personal Trainer / Coach / Academic / Student – Time / Work Quality revolution?
“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.
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?
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?
*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?
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?
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.
Thanks and “bon chance” for 2018.
– you could say after reading the World Development Report 2015: Mind, Society and Behavior, in which great attention was paid to the psychological and social aspects of human behaviour. One revealing response to it was: “Experts, policy makers and professionals should be fully aware that they, too, form part of social and cultural influences. Their way of thinking is, in fact, automatic”.
Who is pushing the buttons?
That is a reaction with a far-reaching impact. The real issue is that we, given the nature of that automatic character, seldom stop to think about it. Do we not all think of ourselves as being rational, genuine and analytical professionals? For part of the time, that is definitely the case, but we are running much more on auto-pilot than we realise or would care to admit. Our brains have been programmed so that we, in our daily lives, quickly and automatically react to familiar patterns: our intuitive mind. The other part, the reflective mind, just hobbles along somewhere behind. Hence, small things suddenly seem to be of intercultural importance, which can lead to some particularly surprising interpretations and maybe even a few interesting twists and turns along the way.
Yvonne’s new book
Now, I randomly take a look at a typical day in the life of a German professional on a business trip to Ghana, who completely automatically:
And here is the intercultural harvest of the day:
Social automatic pilot
The problem with our intuitive mind is that it is very rapid. Before you know it, you have already put your foot in it. Why? Because from a young age, you have primarily learned this behaviour subconsciously. It is a social automatic pilot that works on the basis of recognising patterns you have previously encountered. But take note: cultural patterns from your context, and not per definition from more unusual environments. And therein lies the issue: in a different cultural context, you actually have to think first before you act. Moreover, precisely about those minute details, because they can have totally unexpected and far-reaching consequences. Consequences including those like the perception of other people with regards to your intentions, what you think, what you want, how you view the situation and if you can be trusted. And not only you as an individual, but also, especially, if you are representing your organisation and even your country.
Your routines under a magnifying glass
Reflecting on your own auto-pilot is the only way to avoid the intercultural minefield. And that requires a ‘mindful’ approach: being in touch with yourself, and with the world around you. Carefully observing signals and actively listening are crucial to this process. Only then will you be able to respond quickly and adequately, possibly completely differently to how you otherwise may have reacted automatically. You will quickly see how interesting that becomes!
Blog © Yvonne van der Pol (2017) Reflections on Intercultural Craftsmanship
Her book Reflections on Intercultural Craftsmanship is available on Amazon
AND THERE’S MORE…
Train-the-trainer Programme Mind, Brain and Culture 22-24 February 2018
The field of cognitive neuroscience is literally revolutionizing our understanding of culture and mind, and it creates challenges and opportunities for intercultural trainers and educators as the paradigms shift. In close cooperation with Joseph Shaules, author of the Intercultural Mind, and intercultural colleague Matthieu Kollig, we organize a train-the-trainer programme Mind, Brain and Culture. We will introduce new research in culture and cognition that can inform intercultural training and education. We are going to reexamine basic concepts from this new perspective, including: definitions of culture, cultural difference, bias, language and culture, culture and identity. And of course, we will transfer and apply these new concepts to your specific training context.
This train the trainer course is a blended course. The 2-day seminar will be organized from Thursday evening February 22 until Saturday afternoon February 24, 2018 in Burg Reichenstein Germany. Mid-January we start with 4 weeks online learning and cooperating. Half of the places are already taken. If you like to know more, download the flyer at http://bit.ly/T4T-InterculturalMind or contact us directly at firstname.lastname@example.org
Yvonne van der Pol
**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!!
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.
And what about a strap line – Who do you help? What is THEIR outcome? Be creative.
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.
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.
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.
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.
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!!!
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.
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.
Record all your speeches for feedback and improvement purposes as well as to bulk out your show reel.
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; email@example.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.
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?
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;
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;
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.”
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;
We look forward to speaking with you on 6PM UK, Wednesday, 21st November 2017 – 7PM Paris time. 1PM New York
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 wish 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 firstname.lastname@example.org
+44 (0)1962 77 11 11
Long time SIETARian, Lucy Fogarty has recently launched a company, Culture Buff Games (to be found at http://www.culturebuffgames.com) that develops country specific interactive cartoon-based games to help adults and teenagers learn about cultural values in a fun and engaging way. We have a suite of interactive cartoon games for British and American culture.
Lucy is looking for feedback on topics such as the use of cartoons as educational tools, the benefits of gamification, something we covered in George Simon’s recent webinar.
Your nerves are a positive and essential part of presenting well and staying grounded.
When you think about it, our body does weird and amazing things and we can choose to be un-empowered by them or we can use them constructively. Let me tell you a story about pre-show jitters and dramatic stage fright.
There were two men going up on stage as volunteers. The first, as he leaves the security of his theatre seat feels sweat, constricted breathing, rolling stomach, muscle tremors and a terrifying adrenaline rush that almost makes him loose balance and stumble. When he is up on stage he can hardly interact with the show master, mumbles his name and is a useless helper in the game he is being asked to contribute to. At the end, to add to his humiliation, he his handed a cheap tee shirt. As he walks back to his seat he makes a promise to himself, “I will never come to the theatre EVER again!”
After the interval another man is chosen to “volunteer”. He gets up and feels an exciting rush of adrenaline and thinks that this could be one of those defining moments in his life. He speeds up and rushes towards the stage with a glow of excitement, the panting breathe of anticipation and a feeling of butterflies that reminds him of his tenth birthday. Is this really happening? Has he won the lottery? He leaps on stage, smiles at the performer and adds a joke into his first reply. The crowd go wild with laughter and one or two even clap. He is enjoying himself. The trick runs smoothly and generates more applause. He has never felt so alive and connected to so many people. At the end he enjoys the thanks of the performer, the admiration of the crowd, AND is handed a tee shirt to remember this night for the rest of his life. As he returns to his seat there is a big smile on his face and he says to himself, “I am going to quit my job as an auditor and get BACK on that stage.”
BOTH men had the same physical reaction to the situation. They chose to frame their experiences in different ways. How will you label your body’s reactions when next called to the stage?
It is easy to think of yourself entering the lion’s den when speaking on stage. What you may not know is that gladiators were the TV celebrities of their time. The audience would come back week after week to see their favourite fighters… WIN. Your audience have paid money, given up their time and sacrificed the chance to do other, easier things. They are invested in you and want you to WIN. They would love you to be comfortable, to get your patter out and complete you mission without mishap. They are rooting for you. In there minds is something simple – If you WIN then they get a chance to benefit. If you perform well, they get the chance to use your wise words, your experience and your life learning. That is, in fact, why they are there. So, remember, the audience is, very much, on your side.
It is true. There are many live performers that vomit backstage, have moments of terror and have those self-challenging-thoughts, “What if they find out I am a sham?”, “What if I don’t know the answer to a question?”, “What if someone in the audience is clever and hostile and they want to humiliate me? My professional life will be over.”
This is referred to as Imposter Syndrome and EVERBODY gets it. The truth is that the public speaker possesses a co-constructed identity that is temporary and happens when you are on the stage, red mic light on, in front of a live audience. It is not ALL that you are and you probably don’t do this every day. It is a part of who you are. For the rest of the time you are a much more ordinary figure. And that is OK. Linked to the last point, no one actually expects you to be a superhero (except maybe yourself.) Having doubt keeps you at your best. Hearing those “What if” questions maintains your hunger for perfection and improvement. Doubt keeps you present and grounded. Do not wish away the fear – that is the path to complacency, drift and autopilot delivery.
The quickest way to get your personal power surging is to write down your “numbers.” By this I mean the figures for what you have achieved so far. Everybody had accomplished more than they are conscious of and this exercise really helps. How many years have you been doing the thing that you are speaking about? How many customers have you helped? Reports have you written? Deals have you negotiated? When you look at your track record and put down the numbers they will always impress…you.
As great coaches say you can achieve less in a day than you wish but more in a month than you expect. Over the years you have achieved an enormous amount in a wide number of areas. Take a moment to write down your life and career highlights and to really, deeply acknowledge just how far you have come, just how much experience you have accumulated and just how much you actually know.
A way of countering the self doubt and unhelpful chatter running through your mind is to build some self affirming mantras that help lay some new mental pathways that, with repetition, will magically turn into self-affirming beliefs. They will be your public speaker truths. The easiest is the ANV – Adjective Noun that Verbs. Take a moment to write down 10 to 30 describing words that are positive, bright and give energy (these are the adjectives). Next you may use positive words to describe your multiple life and professional roles (these are the nouns.) Then form sentences that include who you help, what they achieve and how you help them (this is the verb bit.) And put it all together – “ I, Name Name, am an Adjective, Adjective, Adjective Noun, Noun, Noun & Noun that Verbs, Verbs and Verbs! And I am… AAAWWWEEESSSOOOMMMEEE.
When you learn this formula, fill in the spaces, make it your mantra, and repeat it, you will release the helpful chemicals in your body that support you, the public and professional presenter, speaker and subject matter expert. This allows you to help many more people to overcome their pain and achieve so much more for themselves.
How does that feel?
I have good news for you – You are now Ready!
I hope that these 5 ideas have helped you to reverse your doubts, calm your jitters, and to reframe stage fright as a necessary and useful part of delivering a high impact presentation and an effective public speech.
About the Author – Matthew Hill is a Presentation Coach and Group Trainer – If you wish to contact and engage Matthew to improve your professional presentation performance, then do call him on 07540 65 9995 or send an E Mail to email@example.com .