Is OLD Marketing Holding Back Your Growth? Here Are The Top 10 Out Of Date Marketing Mistakes Many Are Making Today? (Along With How Your Marketing Efforts Can Easily Become Effective Again?)

How Many Of The 10 OLD Marketing Crimes Are You Guilty Of?

With the rampaging march of technology, social media and ever diminishing audience attention spans, it pays now, more than at anytime in the last 20 years, to keep on top of your marketing output. We are all competing with more suppliers over a greater area and need to stay ahead of the, “Not them again” fatigue that causes poverty through customer irritation.

In no particular order here are the TOP 10 MARKETING CRIMES – Do keep score of how many old habits you are guilty of as you read and check your results at the end. Be honest now. Good luck…

Hill Networks Marketing

1) A Newsletter carved in stone. You stressed and worried about the first one you launched to 50 people all those years ago and were so proud at receiving your first pleasant response. Do you remember? You may have even received an order for business from your first few issues! Wow.

But

Several years later, you have fallen into a routine. You haven’t updated your format. And, the content is all about you. The text is repetitive and tired and you are going around the block for the umpteenth time giving out educational advice that, in your heart of hearts, you know most people either already know, are not interested in, or, think is slightly quaint and, itself, out-dated.

Action – Start again. Ask, “Who will be my paying customers over the next 2-3 years?” Where are they? What do they read / listen to / watch? What channel works for them? And, where is the GAP today in their knowledge or wisdom that I can fill with insights and service?

(More on this in a moment)

2) The Repeating Repeating event. Again, do you remember feeling like you had just discovered penicillin when you held your first Breakfast Briefing, Monthly Mixer or Multi-Speaker Do? And, good for you. You put your all into inviting senior decision making people to a high value demonstration of your wisdom and originality and it was probably lapped up by your audience and generated a healthy return on your invested time and money.

But

Times have moved on. Now everyone seems time scarce, attention scare and oh, so cynical. Your prospects now send juniors who spend too much time looking at their phone. Your venue costs have gone up and your returns have all but disappeared. And the quality of speaker you can attract to help you out has diminished too.

Action – Once more – Is it time to think again? – Do you need a physical event? If so, what about partnering with a complimentary service or product provider and splitting the cost whilst enlarging your potential base? Who could dove-tail with you and bring a wider and fresh audience? As customers become more scattered around the globe, is a remote version of this event a good idea – A webinar or filmed demonstration? It is definitely time to change your whole approach?

3) Your Dusty Flat Website – It was so exciting when you updated your old 5 page brochure site to include rotating pictures, a call me back button, or even added a news feed. Wow – Nosebleed territory.

Hill Networks Marketing

But

Your returns on the website peaked many moons ago and people are finding you through other means now. As you read through your site today, you realise it all about you you you. It is overly factual and your copy fails to engage the customer or prospect. It does not interrupt them and take them on a journey. There is no story, no insight and no call to action that is compelling enough for them to – CALL YOU. And, you have a list of teaser happenings to lure new customers in that makes two assumptions –– That you have enough traffic to make this work for you, and, that they don’t mind the thin content you are providing as bait.

Action – Let us get real. Unless you are going to spend real bucks on getting something web-tastic with a shopping cart, then we are probably wasting our time here putting all our eggs in the website basket. Whilst websites are no longer number one, why not think about an intelligent strategy to proceed with. There are cheaper and more flexible versions of websites via WordPress that incorporate blogs, measure responses and allow for far more interactivity. And ones that allow opt ins for joining your list that can be connected to your newsletter via an autosponder sequence to take new joiners on a relevant and escalating journey of engagement, and, with a proportion of them, will lead to an initial sale – an automated journey that does not require human intervention and the salary that accompanies it.

4) Words Words Words – Not SuperCopy – It still amazes me that plenty of otherwise bright company executives (over performing in their core areas of expertise), continue to operate with a complete blind spot to accepting that persuasive and well written copy actually generates action, a response and represents a return on time and the marketing money you spend! Instead we see 1000s of words about me me me, facts, features and detail that bore readers, turn away needy customers and fail to promote the company’s best assets – Their product / service, the quality of your interaction, or, your unique selling advantage.

So

The answers are out there enabling you to learn about key influencing copy devices that will move your observer prospects up to an energy level where they take action; that will shift those passive but needy customers to reach out and get in touch with you. And, with automated systems, they will do more than half of this whist you are getting on with delivery.

Action – If you can’t wait until number 10) then do call me (Matthew Hill 07540 65 9995) with your details and we can talk through the immediate actions you would be wise to contemplate, decide to do and get started on.

5) Non Selling Sales People – When you employed that merry band of brothers and sisters in your sales department, you did not realise just how sales-phobic they would become and how quickly they would chose to grow cosy and cosseted in that comfortable office you provide, making nice warm calls to already warm connections whilst failing to break new ground and look for new players on the block.

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And

Given a chance to change, you find that they defend their cosy “keeping in touch” non-selling version of communication… to the death, and, resist your pleas for them to step up their game and do something challenging and relevant.

Action – Is it time to challenge your whole sales and marketing process and simplifying it down to something that works?!?! Your new successful process will emerge as you study the sales decision making process of your median customer? Where do they begin, enquire, question? And, What do they need? What assurances work? What demonstration and proofs convert? What words work? And, What is the quickest or optimum route from “Don’t know you” to “Know you, like you, trust you and let’s buy from you on multiple occasions”? When would now be an excellent time to start asking these questions?

6) E Mailed to sleep – Whilst E Mail has been around for 25 years, it’s abuse and massive overuse has lead to GDPR, spam screening and a vast decrease in the power of any single E Mail.

And

The average marketing executive still thinks they know how to write a compelling and hip message that will work. OMG.

ActionIf there is one thing to commit to doing in the next 12 months, make it be this – Find out how to write compelling, sincere and action inducing E Mails that work. Please, pretty please and please with a cherry on the top do this one thing.

7) Brochures – There was a time when having your own bespoke, designed and professionally printed brochure was a sign of status and kudos. With studio package shots and agency copy, they were a thing of beauty and value.

But

Now everything moves quickly, is on-line and uses realistic looking E mock ups of printed books and boxes, making your product look even better than it does in real life. So, what is the point of a brochure? And how much does it cost to print and send out one copy? And, does anyone read them anymore?

Action – Break that habit. Add up the real cost and ask yourself if it is the way to go? Dan Kennedy, the undisputed king of marketing, would advice moving that budget into flyers, newsletters and offers. And, who is to say he is wrong?

8) Trade fairs – Do you remember 2 or 3 recessions ago, how much fun trade fairs were? We had gift bags that contained things we wanted! Alcohol flowed freely. There were gimmicks and gadgets and, the pace of change in some industries was so fast you HAD to be there, to get the education and new contacts you needed, just to keep up.

Matthew Hill culture author leadership

But

All of that has gone. The budgets are slashed, the attendees are now juniors and not decision makers, the speeches are pat and less inspiring, and, the gifts are not worth collecting.

Action – Let’s get back some of the magic of the olden days with a bit of pizzazz, some energy and humour and a speech that has a CTA – Call to Action at the end of it. And, let us make it super-professional. Save money by designing your communication pathway to qualify out the time wasters and tire kickers. And, actively qualify in your real prospects, engage with them, warm them up, and, follow up proactively, professionally and with purpose. Have them remember that first meeting with you at the trade fair as the start of something exciting and exceptional.

9) Social Media

Do you remember your first brave steps on Facebook and LinkedIn? And do you remember your first successes? Oh, treasured memories.

But

Oh dear – If there were just one Crime Sheet area that had to be pointed out, this would be it. – A litany of FB and LI groups with 72 members. Me Me Me posts that singularly fail to connect with your customers. Twitter accounts with 17 followers. I could go on…

Action – Stop your awkward half-hearted presence campaigns on social media now before you embarrass yourself. And, start the whole thing again. Curate meaningful content, test your text, write from the perspective of the reader and not your company, and, don’t just scatter your seed to the wind – Ask for opt ins and exchange a small meaningful product for your target’s contact details and permission to communicate with them.

10) Database – My regular readers will now be mouthing my following sentence – “If you don’t have a database, you don’t have a business”. And by database, today, we do not mean a list typed in from that dusty collection of business cards kept in each marketing employee’s desk. And, we don’t mean the list you call a database that the Trade Fair gave you – That is a spam list of people who actively don’t know you and are becoming increasingly irritated at getting random offers and interruptions just because they visited the Excel centre once and came away a some lousy bag full of pointless brochures and low quality gifts.

And,

All data was not created equal – The undifferentiated pile of contacts!!! – Are they hot, warm or cold? How old are they? Are they prospects, suspects, peers or competitors? What contact have you had with them? Do you have permission to contact them? Have you qualified them IN or OUT? – NOBODY KNOWS.

Action – Start again – Use your intelligence to start a completely new database with a big set of doors on it. Only let in warms and hots. Qualify and examine each dataset on the way in. Have one plan for the warms, and a more energetic one for the hots. Automate the generation of new enquiries and spend some time working with each one to get those all-important first encounter touch points right.

Go back and ask, “Who do you best serve?” Who will benefit most from your wisdom and experience? And, build a funnel to contact and develop all warms and hots in an intelligent, legal and optimally effective way.

Do forward this post please to someone who urgently needs to get with the programme.

Add up your score – How did you do? Any sweaty moments? (Have you been totally honest?) – Where are you falling short or finding yourself stuck in bad old habits and the past? Please now read on about what to do next, based on your results…

Score – So, what is your Crime Sheet number?

***3 or Less – You are in the modern era. You are keeping yourself abreast of modern methods, investing in knowledge and marketing. You are on the ball – We know you will do well this year and next. Good for you.

***4 – 7 – OMG – Call this emergency hot line now! – Matthew Hill 07540 65 9995 – You are at the edge of the cliff and it could crumble under your feet sooner than you think. Growth is by no means assured for this year or next. Now is the time to take action.

***8 – 10 – Don’t worry – Whilst you are beyond help, you will have hopefully bagged enough cash when your old marketing delivered cash and peaked in a bygone era and you do not need to be competitive in the modern era. We wish you well in your hobby company and upcoming retirement.

About the Author

Matthew Hill helps organisations and solopreneurs spruce up their marketing efforts to quickly, cleanly and effectively leap into short sequence, copy driven and ethical marketing endeavours that seek out active customers, interrupt prospects respectfully and exchange value-for-access to allow for a speedy and dignified accent from “Who the hell are you?” to “Ah, great to hear from you. I am looking forward to learn more about how you will be helping me this year”

Matthew has worked with some of the largest companies in the world and now concentrates on small and medium sized training services businesses that wish to turn around their “survival” mode of existence and start to grow top line income, the quality of their target customers, and, begin to create super-fan clients that are happy to rave about you, advocate for you and help you become positively busy, happy and successful.

For a f’ree conversation with zero obligation, do take action now and call me – Leave your details with Matthew Hill on 07540 65 9995. Thanks and speak to you soon.

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SIETAR UK Christmas Do, 4th December 2018, Holland Park. 6.30PM

The annual get together will be at the London School of International Communication

15 Holland Park Gardens, London, W14 8DZ – Tubes – Holland Park or Shepherds Bush.

aged wine

SIETAR UK Christmas Do

Click on the link for tickets and details;

https://www.eventbrite.co.uk/e/sietar-uk-christmas-party-tickets-47791720322

See you there…

Great Presenter Top Tips – Hesitation, Deviation and Repetition – Just a Minute! by Matthew Hill

Don’t hesitate……….Don’t hesitate. Did I mention not hesitating? And, another thing…

The BBC’s long running radio parlour game on Radio 4, “Just a Minute” asks charismatic celebrities to entertain the studio and radio audience by talking for 60 seconds on a topic that is spontaneously chosen and allocated to them.

They are asked to talk non-stop with out hesitation, deviation or repetition.

But, are they right? Is this what great presenters do? And, is it what aspiring presenters should be aiming for?

NO! And, here’s why;

1) Hesitation

The pause is a critical part of spoken communication. There are 3 basic forms of silence in conversation and its opposite, interruption or overlapping chatter. Let us look at them and what they signify. A) The Northern European way – one person speaks at time, interruptions are rare and over-talking can be viewed as disrespectful. Gaps are dangerous and tend to be avoided – This is one reason why we get so many uhms and arghs in speech. The brain is desperate to fill any space that could cause a delay in delivered conversation. B) The Latin overlap – multiple players compete, collaborate and finish each other’s sentences in a display of empathy and contextual comfort. Here passion drives speech. The interruption is perceived as sympatico assistance, moving the emotion and dialogue along. Finally, C) The respectful silence of Japan or Finland, where silence is a valid unit of conversation – signifying reflection, respect and that the listener is taking the content of the other speaker seriously.

Man Giving A Speech On Stage

Silence is Authority

More evidence – I remember the opening of a large conference in Sophia, Bulgaria when a disparate group of academics, trainers and coaches came together having not seen each other for a couple of years. Add to this volatile mix, a vast spread of inviting food and good Bulgarian wine at the back of the room, and, we had the perfect cocktail for naughty schoolboy and schoolgirl behaviour and a room about to get seriously out of hand.

The courageous conference leader stood on the stage at the front and used a trick that worked. She just stood there, centred, still and silent. The naughty children (conference delegates) noticed, reacted reflexively and, row after row, sat down, shut up and paid attention.

Punctuation

How do we translate the words on the page into representative spoken form? What does a comma, full stop or paragraph sound like? They sound like a silent pause.

Action

Have more faith in silence and use it to boost your authority with the audience, give them time to absorb your wisdom, and, show that you are a confident presenter in charge of your body, your topic and the room.

2) Deviation

Whilst we are with the BBC, Do you remember Ronnie Corbett’s rambling stories, sat in that scruffy old chair every Saturday night? Appearing spontaneous, this rehearsed and masterful performance took the audience down many side roads, twists and turns – so many, you thought he would never get to the destination. What was, in fact, being delivered was a layering of content, a weaving of related references and the painting of a larger, textured story canvas. This was a mini-novel that allowed you to participate, experience and suspend your cynical perspective, as a critical and logical observer, and, to immerse yourself in the sights, sounds and smells of Ronnie’s constructed world.

Great speakers are deviants!

When you lace your speech with local landmarks and historic event or call out the last presenter’s content, you are branding yourself as a confident, present and aware performer at the top of your game, and, at ease with your core material. So, it is the drift from your script that is human, charming and impressive, not just sticking to the oft-repeated script of a keynote.

Action

Be prepared to inject a reference or two about the venue, the audience or the preceding entertainer, in order to elevate yourself to the level of super speaker.

3) Repetition.

We are told not to repeat ourselves. The irony is that repetition, and, repetition of the thing we just repeated, works. It reinforces the message, makes it stand out and breaks the listener’s ineffective patterns of remembering. Location Location Location. Education Education Education – You remember what those phrases refer to. “You turn if you want to, but the lady’s not for turning.” (No judgement.)

What?

When we speak to international audiences, it is an act of kindness to repeat key words. In a noisy environment, it is advisable to repeat key messages, and, in the army, the instructors are giving the following instructions, “Tell ‘um what you are going to tell ‘um, tell ‘um it, and, then, tell ‘um what you just told ‘um.” – Words to live by.

Action

Load up your call to action sentence with repetition and see what added response you get. You may be surprised at the benefit of repetition to your outcome.

So the skill of the BBC parlour game was, in fact, to go against what is wise, when speaking in public. Ironic me thinks.

About to present? Take action now!

Call Matthew Hill on 07540 65 9995 for a no c ost, no obligation coaching chat to boost your performance on the big day.

Conference Speaker Marketing Tips – Getting Ready For Your Star Turn As A Conference Speaker

Conference Speaker Homework and Pre-Work

The biggest single opportunity for any freelancer is to be found on stage. When you are invited to speak, there will be plenty to preparatory work to get on with. It is not just about getting your presentation in tip-top condition for maximum impact and return. There is content creation, marketing and relationship warming, ahead of your gig, to consider too.

Here are 8 things to concentrate upon when you have received that special call.

  1. Your profile for the event (and on LinkedIn too.) Most people will have a medium to long list of institutions, qualifications and achievements for the poor conference delegate to wade through. THIS MISSES THE POINT. Your speaker profile can be a brochure not just your CV. The opportunity here is to market yourself to get known. Why not connect to your audience ahead of time with a pitch that is authentic and penetrating. Something like…

PITCH PROFILE “I help (specific target audience within the general conference audience) to achieve (their specific desired and needed outcome / result) by providing (unique and differentiated services with personality, power and a twist). I have worked with (global customer 1, regional customer 2 and local customer 3) and worked (in a way that is unique, exciting and positive).

  1. Honing Your Content to Post On-Line – You will have, at the heart of your experience, extraordinary solutions, methods and ideas that can really accelerate the progress of your customers. Now is the time to dig out and re-write the best of your past published efforts and re-purpose them for your fresh conference audience. What do these new prospects fear, lack or not know? What do they need to do, know or change? Get that content out there on social media and, particularly, on the channel where the event is being actively promoted.
  2. Database – I have said this many times – “If you don’t have a database then you don’t have a business.” Do you have a database? Are they all opted in, legal and GDPR compliant? AND, have you segmented them into HOTS, warms and colds? Now is the time to do that.

At the conference itself, you can meet people, collect their cards, if they qualify, and ask permission to send them a P4P – Product4Prospect – An informational gift that is brief and of perceived value to your new contact. This ticks the box for opting in, creating a sense of reciprocity and helps establish you as a generous expert. There are two forms of doing this – the product and the newsletter.

Developing new strategy.

  1. P4P Product – This might be in the form of a helpful tips sheet, a white paper, a tick sheet (have you done the following?) or a link to a film or resource bank that you control. It should be brief, relevant and have your mark and contact details on it, along with suggested next steps i.e. A Call To Action – CTA.
  2. Newsletter – The majority of people I work with do not START out with a newsletter and I understand why. It appears to be a lot of work. And, they will only have 10 people to send it to, etc. etc.

Now let’s get down to content creation. Do we really have to make such a big deal out of it? From conversations you have held in the last 90 days, what were the topics that revved up your passion levels? What did you read that set you alight? These are the topics to write 250 or 500 words on. Just two posts will be fine for now. Turning the top tips sheet accompanying your speech into the a meaty first newsletter post makes a lot of obvious sense too.

  1. Fill Your Table – I have written elsewhere about filling your blue velvet event table with content, if you have been allocated one. This will help establish you as credible, an expert and being ready to deliver.
  2. Share specialist content. As with point 2., you need to fill the right channels with quality content. It does not, however, all have to be your own. When you curate the content of other people, you gain a little reflected glory from these other specialists and their magical words. And, you gain brownie points for saving people the bother of looking it up themselves. Simply find the best material out there, add some intelligent analysis on top and post it. You will then be seen as better by association.
  3. Capture your assets. The first time you do this before a conference speech, it will seem like a lot of work. Find the golden hour slot in your day, when your brain works at its best and block out that space, EVERY day for one, two or three weeks until your preparation is complete.

And, do create a space where you can store all of the IP and marketing collateral that you have just created, to be adapted quickly and used next time. The next time you run through this process before a conference speech, it will take only HALF the time and your materials will become richer and more focused, serving the needs and gaps that your audience are crying out for you to help them with.

Action

So what will you do now?

Call Matthew on 0754065 9995 for a 15-minute coaching session (no c ost and no obligation) if you are serious about making the most of your next conference speaking invitation.

 

What Marketing Do You Need To Think About NOW To Have A Great 2019?

Now is the time to build your returns next year

Whether you are an independent Intercultural Trainer, Coach or Mediator, It is what you think about and prepare this year, that will determine your business results next year. And, a moment’s pause over the Christmas break will definitely be too little and too late. Now is the time to do some deeper work.

4 Marketing Areas to Consider – Identity, Audience, Product & Tribe

Young women planning vacation trip and searching information

It’s what you do this year that will make the difference next year

1) Identity – Imagine you are in a taxi, driving away from your best day in 2019. Yes imagine it. I have a philosophical question for you. You look down at the 10 / 10 feedback. Great. You feel sweaty and fabulous. You know that you just peaked back there. You are in flow and buzzing.

So,

Who were you? What persona or aspects of YOU were you choosing to emphasise? What part of your essence did you connect with your participants in order to feel this good? What did you draw upon from your experience to light up that room?

Are you thinking of the answer? – I hope so – Because that is your winning commercial identity for 2019…

2) Audience – If you had to pick just one recipient type for the whole of 2019 and stick to it, what facets would become important to you? What would you demand was in the room? What character / background / education and demographic would be most exciting for you to work with? Who would keep you excited as a trainer / coach / mediator? Who would bring out the best in you? Who would benefit the most from your life experience and expertise? Who would you make shine?

Got it? Found it? Zoned in on it? Do you want to own that space? Do you want to go deep and be THE EXPERT here?

That is your ideal audience for 2019.

3) Product – You have a little time to repurpose your life experience, training and education into whatever form you wish. What will suit you best? – Classroom / webinar / virtual coaching / blog channel / public speaking from a stage / pre-recorded remote E Learning package / book / film / audio?

Technology is rushing toward us and eliminating complexity, cost and many barriers to entry.

Almost anybody today can make almost anything.

So what form will your offer take in 2019 and what do you need to line up now to make that happen? What do you need to learn about? What do you need to prepare? Who do you need to rope in to help? Where will you make this splendid thing? What time, money and effort will you invest in the project?

That will be your new product for 2019.

4) Tribe – No, I am not repeating 2) – That was your avatar. Tribe / crowd / list / database / contact list / warms – These are names of the new people who will become your paying customers in 2019. Today, many do not know you exist. When you get your marketing right, they will come to you, listen to you, get to know you, like you, trust you, purchase a product or service from you.

AND,

If you really get it right, they will pay what you ask and do what you say!!!!

Marketing to build your tribe – So, how will you interrupt people this year? How will you get their attention? How will you bond with them? What will you give to them first to gain their trust? What small offering will you provide to move them from being critical observers to becoming first-time customers? And, what follow-up offering will you make to bring them all the way in? And, what second offering will you create to keep them as valued customers?

The winners next year will work on their marketing THIS YEAR. So, what are waiting for? What are you going to do today?

Call Matthew for a 15-minute coaching (no cost and no obligation) if you need a little help in narrowing down your answers to the questions above. 07540 65 9995

Thanks and here’s wishing you a really strong 2019.

Credibility Part 2 – The 11 Essential Components – How many do you have? by Matthew Hill

If you haven’t got cred, why get out of bed?

Whether you are a university professor battling your painful way up the academic ladder, an independent trainer providing stimulating sessions in a classroom, or, a coach drumming up new clients, there will be one thing that walks into the room before you do Your Credibility.

It is the label that attaches to you. If you are late for a dinner party or social gathering you will be introduced with that label or property – “Sarah Smith is coming, you know, the one who XXX.” Where XXX represents your reputation / key knowledge asset or the story that sticks to you most.

In the next post – Credibility Part 3, we will outline the key actions you must take in order to boost your credibility to the max and escape any negative aspect of your reputation that is holding you back.

So, what are the components of your credibility? Let us skim the surface with just 11.

*1. Skills and competence – We would not be having this conversation if you were not talented, brimming with potential and waiting to add value to various groups and communities. It is the things you know, can apply and that have an effect that are important.

red vector bubble banner credibility

Skill after skill after skill

Action – Make a note of all the skills, competences and value you have and can bring to a group. When you carry out this exercise with true diligence, the breadth of your list may surprise you.

  1. Benevolent energy – Basically are you a nice person, doing nice things for people who have a clear need? It is the opposite of malevolence – wanting something bad to a happen to a group of people – Imagine the rare instance of a racist politician (hard though that is to imagine.)

Action – Take a brief look in the mirror and ask yourself if you want something good for your target audience? We wish you well with your answer.

  1. Consistency – When you keep your promise, show up on time and deliver results, your credibility will skyrocket. It is simple, though many fail to recognize the importance of this component.

Action – Honesty test – Are you a woman / man of your word?

  1. Look and smell like a winner. As I write this piece it is London Fashion Week (It seems like it always is.) Magazines, Hollywood gossip or Friday night at the pub – The focus is on outer appearance. We are simple forest creatures and we pick our mates and leaders visually. So, you do need to look the part. Tall people do better. Blondes outscore brunettes and bald men are paid less that the lion maned – Nobody said life was fair.

Action – I did attend a serious conference in Germany a few years back that included a specialist on this topic and she concluded that we should all rush out and get a lift, tuck and liposuction! Food for thought…

  1. Eloquent Connecters – We have included two components here for expediency. If you can start with your audience – Work out who they are and communicate effectively with them, you will gain great credibility rapidly. It is less about you and more about them. On top of this if you have a memorable and effective public speaking style, then you will gain bonus credibility points and will experience more control over your own destiny.

Action – Study influencing techniques, learn advanced presentation skills and book yourself some singing lessons this week.

  1. Quality – “Good is not longer good enough. You now have to be remarkable.” (Seth Godin) Excellence is the new normal and we all have to step up in ALL areas. Charm will take you just so far (my spelling mistakes are charming to all those who are not full-on OCD.) Taking your work and output to a new level of accuracy, depth and style will make a big difference.

Action – Use editors and designers, and, practice your pitch in front of constructive critics to take your game up a level.

excellence award - red blurred stamp

At the top of your game

  1. Be a problem solver (and not the problem) The parenthesise refer to Princes and Princess who are perceived as being high maintenance. This becomes their label and overshadows talent, value and core message. There is nothing more attractive to an audience than a fixer, travelling through work and life being willing and able to untangle cables, solve the issue with the numbers, and, move on to deliver results, solve the puzzle and allow others to win.

Action – Please attempt to be user friendly. Practice root cause analysis and problem solving. Learn how the world works and give away your victories.

  1. Reframe pessimism as optimism – Are you a radiator or a drain? Do you suck the life out of a room or illuminate the space in front of you? When you replace low energy passivity with realistic enthusiasm, you will be loved. When you take the negative and reframe it positively, you will be respected. It is easy to join in with a depressed bunch and chime in with the collective moaning – misery loves company. Please do not be tempted to do this. It will become your label. Whinging Winston / Wendy. Nobody will want you at their party.

Action – Practice reframing low energy, blocked and negative group input constructively and positively, adding energy and inspiration into the mix for good measure.

  1. Become the Go To Expert GTE – Taking a couple of the points above, there is a space waiting for you as a Subject Matter Expert – SME. This is about depth and breadth –Mastery of content. When you get there you will, automatically become the GO TO EXPERT person. Is that what you crave? Can you handle the pressure? Are you prepared to step up, take on the role? And deliver?

Action – Study, learn, read, ask to become an SME in your chosen field.

The Winnr is...

  1. Opinion Leader – Subtly different from point 9. Being an OL is a specific role that combines expertise with communication. It is the embodiment of Credibility in action. It actively connects the value that you have with the attention, need and desire of your audience to engage with you, follow you, relate to your purpose and DO WHAT YOU SUGGEST. When you are at this level (the top of the mountain), you will have the power to drive audiences to take meaningful action. You will be able to direct attention to a fruitful and ethical agenda, and, you will be able to make a leveraged difference through the crowd you have gathered. It is an awesome space with a large quotient of moral responsibility. SO – PLEASE – USE YOUR PLATFORM WISELY.

Action – Decide upon a utilitarian path, do the work to get to the top, use your powers for good, and, DO NOT BELIEVE ALL THE HYPE.

Conclusion

You will have noticed the common themes of selflessness, great communication, inclusion of others, putting in the work and keeping to an ethical stance. The rest is up to you.

Question – What will precede you into the room in one year’s time? That depends on what you start doing now.

About the Author – Matthew Hill is a trainer, coach, facilitator, author, public speaker and broadcaster, helping executives and leaders to uncover their soft skills talent, strengthen their competences and, whilst reaching their own potential, benefit their teams and their environment.

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Intercultural Training Channel Webinar, 16th October 2018, Marketing to Get More Training Days with Less Hassle and No Hustle 

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

You are passionate about helping executives resolve their issues and help themselves by applying new skills you will teach them. You have accumulated hard won international experience and wish to realise your dream – becoming an effective and profitable independent trainer/coach. So –

– How will you now build up and complete your independent trainer or coaching 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 there using Social Media to generate qualified and appropriate interest and response for your independent training and coaching services?

Intercultural youtube logo

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 – the very people that could so easily benefit from your experience.

Wish – You know what you dream of;

– Receiving warm enquiries from people who ALREADY know who you are, respect what you stand for, and, are willing to pay a premium to access your independent training and coaching 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, 6PM UK, (7PM Paris time) on, 16th October 2018, Marketing to Get More Training Days with Less Hassle and No Hussle 

https://attendee.gotowebinar.com/register/5002826678569069827

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 or Coaching service is to grow;

1) Activity  – Remember – No effort – No outcome – No income. 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 up their complete Brand. We will show you where NOT to waste your time and where you need laser focus and discipline 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 existing 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 comfortable networking a reality for you and provide solid marketing methods, structures and ideas. They will work for you, giving you the chance to access our step-by-step process that’s going to take 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 / Coach Business Growth Accelarator Bundle to guide you along the sure and enjoyable path to informational products, an outstanding professional identity, an effective brand, positive networking and the generation of valid warm incoming training and coaching enquiries.

WEBINARS Colourful Vector Letters Icon

It’s not for everybody…

We want to speak with the people who will get 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

– Love your poverty just a little too much 😉

Still reading? Good.

Matthew – Matthew has built up international clients relationships using the marketing activities that he teaches and has won business from Governments and Global companies. He has worked in 30 countries and with the best; Jaguar Land Rover, Unilever, Danone, General Electric, SAP, REPSOL, Telefonica, Electrolux and Heineken. He has more than 9 years webinar, train the trainer and trainer coaching experience and was president of SIETAR UK for more than 5 years.

No Cost – There is no fee for attending the webinar and we only have limited places. If you wish to expand your independent trainer or coaching 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, 16th October 2018 – (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/5002826678569069827

We look forward to speaking with you on, Tuesday, 16th October at 6PM UK, (7PM Warsaw / Paris time. 1PM New York.)

Thanks,

Matthew

Matthew Hill

+44 7540 65 9995

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Credibility Part 1 – What Your Credibility Quotient – CQ – Can Do For You

If you don’t have credibility, will anybody be listening?

When you walk into a room or open your mouth to speak, you are not on zero. The work you have put in before entering and speaking will either amplify or diminish the impact and gravitas of what you say and who “they” think you are. We call this pre-suasional phenomenon, CREDIBILITY

The Crowd.

Your audience are not automatically predisposed to listen to you or take you seriously when you issue a call to action. First, you have to seed the ground, build the tension, and, programme your audience to respond. Ask any successful public performer and they will confirm this – If you just show up and start, everyone will be disappointed.

What is Credibility?

There are many components (when articulating your talent in the form of a story). It exists in the hearts and minds of the listener as a promise, thought, emotion or belief. It is the faith people give themselves in backing you. It is the quotient of trust, loyalty and leverage that you inspire.

What can Credibility do for me?

I am glad you asked.

It gives your words weight. Let’s start with a negative example that too many people have suffered. You will recognize this (and if you don’t, you may be part of the problem.) In a meeting a woman speaks up and makes a valid, salient and actionable suggestion. What happens next? Silence and the train moves on. 15 minutes later, a higher status man makes the SAME suggestion and, this time, the room erupts – Praise, excitement and buy-in follow. HE has saved the day. She does not have leverage in that room. This is not right and it needs to change.

The Answer

Your credibility quotient CQ will lend authority to the words used and suggestions made. It will be listened to, followed, reacted to with respect, and, taken on board as a serious contribution.

Portrait of confident, happy female nurse in hospital hallway

Trust – As an executive, trainer, coach or mediator, you will need to have established a high enough level of trust already if you wish to make your point with impact. The audience must know you have the skills and competence to deliver. They need to feel that you are a positive force amongst them, and, they should hold you in high esteem for keeping your word and performing well in the past. All this will have been established BEFORE you speak.

Credo – When you diligently define your values, essence and purpose, this enables you to articulate them to others and will add depth, width and richness to your reputation. Think about that for a moment. Can it be said of you now? That you stand for something? If so, this means that an audience will listen to you having preselected trust and respect as their default setting. Powerful stuff.

Visible – The whole you, the complex and sophisticated individual that is you is made up of intersectional parts, multiple experiences and emergent values. If you have followed the formula, you and your credibility will come as a package that is accessible to others. (The pragmatic benefit will be the time you save.)

Respect – Everyone has lived a life worthy of note. We have all had to overcome obstacles and carry on. But, the mental shortcuts of unconscious bias or the propaganda of polarising media may have diminished the love you are due. This goes double if you inhabit a marginal or oppressed group. Credibility is the ladder that will get us out of the hole, make us feel whole and let the light shine upon the fully visible version of us – Complete, included, and, represented.

Become a Player – No longer will we sit in the shadows watching the main show acted out by others that possess confidence and privilege, (sometimes masking their lack of depth and competence, and getting away with it.) We will have our time in the sun, and, at the microphone. And, we will be heard.

Inclusion – There exists an overused metaphor – Of being the last one picked for the football team as you stand against the wall with fear churning in your guts. It is an oft-used image because it represents a truth. It does not take much to be overlooked, ignored or side lined. Credibility is the membership pass allowing us to join and belong to key in-groups. It is the door code to influence.

In demand – Dare we go further? Do we want to be listened to and that is it? Have we been standing around outside for too long, excluded; looking in? Is it now time for us to take the lead, make a stand and broadcast our valid, ethical and necessary agenda?

Today, we are surrounded by so many dubious voices that appear to have the herd enthralled and the crowd mesmerized.

It is vital that quiet, marginal voices now speak up. With some investment in building Credibility, important messages and your story will be heard for the first time.

In Credibility Part 2 – We look at the components of credibility

About the Author – Matthew Hill is a Presentation Skills Trainer, Coach and Author, working with a  range of corporate executives and soft skills trainers and coaches.

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Intercultural Training Channel Webinar -Marketing to Get More Training Days – with Less Hassle and No Hustle – With Matthew Hill

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

Shocked girl eavesdropping.

“I want to hear more Matthew”

You are passionate about helping people resolve their issues and learn to help themselves building new intercultural skills you will teach them. 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 coaching business?

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

And,

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

Escape

Trapped in a world of cheap subcontract days!

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 you and 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 and coaching 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/5002826678569069827

In this 90 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 / Coaching Service is to grow;

Webinar

Activity, Organisation and Dynamism

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, 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 gift 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 and 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 Going for 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 / coaching service

– 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.

Vector speedometer scale

Take your days to the MAX

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, 16th October 2018 – 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/5002826678569069827

We look forward to speaking with you on 16th October 2018. It’s a date.

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Autumn Webinar – What are the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2019 ??

How would you feel if you could find viable and workable solutions to your 3 biggest problems that are currently stopping you growing your training / coaching business?

Where would you reinvest that extra income that you generate in 2019? And, how would the quality of your life and work improve?

And, What extra value would you deliver to your corporate customers enabling them to experience an increase in their profits, performance and passion?

successful young woman winning with both arms up, copy space

New Webinar – Discover the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2019. Tuesday, 16th October 2018 | 6PM, London time | 7PM, Paris time.

https://attendee.gotowebinar.com/register/5002826678569069827

  1. ACTIVITY – This interactive webinar will point out which actions used to work and work no longer. Imagine the time you will save as you divert energy, enthusiasm and your time to modern and high-impact marketing actions that convert strangers to contacts, acquaintances to advocates and LinkedIn connections to paying customers. With the right moves you will interrupt busy professionals to take notice of your authentic message. You will engage with them by speaking THEIR language. You will build a channel to educate them from a place of expertise and you will create a desire in them to access more of YOU.

The measure of your success is simple – when you get your process, branding and communication right, they will “Do as you say and pay as you ask.”

2. ORGANISATION Just because it is simple does not mean than people do it, do it correctly or do it consistently.

From a base of cultural modesty or a fear of rejection, the vast majority of solo-preneurs and small business owners fail to network or hustle sufficiently. They fail to capture data in an effective way. They fail to measure engagement, customer feeling and conversion rates and thus they fail to experience the “drip” of new business as customers come to them as and when the CUSTOMER IS READY.

Remember only 1% – 5% of customers are ready to buy at any one time. The secret is to keep in contact and have a sequence of touch points so that you become trusted and front of mind because you need to be there when THEY ARE READY TO BUY. Put simply, if you stay in contact, you will win further down the road (when everyone else has given up.)

3. DYNAMISM Are you marketing like a 5 Year old? You try everything in an over energetic attempt to change the world in 5 minutes and then collapse in a sweaty heap and declare that life is not fair and that marketing is impossible and does not work?

Modern marketing is about getting organised and then scheduling your activity, your energy and your passion to the best effect. When you develop the mindset of a HUSTLER you will discover how to convert a basic opportunity into a prime one and that means you will access the next level of customer, customer budget and customer decision maker. As you become fluent in the language of modern marketing all your hard work and preparation will actively attract opportunities to your brand, your authentic persona and you will have the chance to articulate your vision and deliver the best of you to the best of the corporate world AND you will qualify OUT the people who will not benefit and qualify IN the elite who will do as you say, pay what you ask and benefit the most from your expertise.

If 2019 is going to be your year what do you need to do? What steps must you take?

TAKE ACTION-

Register now for this complimentary high energy and interactive webinar;

https://attendee.gotowebinar.com/register/5002826678569069827

woman working

Will you Go for Growth in 2019?

Bring your questions, your passion and a pen. See you for this important growth webinar.