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

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

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

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

CTA Call to Action

To Do List 2017 for an amazing 2018

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

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

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

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

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

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

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

And,

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

Vector speedometer scale

Turbo Tag Your Posts

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

Things have changed.

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

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

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

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

    A Model Will Generate Cash

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

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

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

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

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

    A Key Note will get them Storming The Stage…

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

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

And,

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

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

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

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

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

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

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

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

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

 

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

 

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BREXIT Salvation is at hand – 10 Ways to Save the UK from Wrexit

We could always just rely on the Government to sort this out…

Only joking – The Cabinet must have now been briefed to such an extent that even the deafest of them has finally and fully realised the folly and cost of full-on BREXIT. So what is to be done? Here are 10 colourful suggestions that will put us on the road to a safer UK, a richer Britain and give us a better chance of keeping our jobs over the next decade.

Reader Warning – If you have a limited sense of humour or possess rabid levels of Breximatosis, please do not read further and consult a foreign doctor at the NHS…while you still can.

Military tents. Military scientist. Tent label

  1. A Cross Party Medical Movement

Stoke Mandeville hires 650 surgeons specialising in spinal repair from the EU and sets up a long row of M*A*S*H style green tents in Buckinghamshire to deal with all the MP’s that are currently suffering from Simpering Spineless Servant Syndrome – SSSS. They all have steel inserted to replace their current jelly-like backbones, recover, take a collective quadruple espresso and start representing the 54 Million people who did not vote leave.

With their new found powers they wake up and respond to the country’s actual impending economic crisis and start endeavouring to reflect the majority of their constituent’s current position on Europe.

They sweep all the muddled party leaders aside and start to act as one intelligent body as they last did during World War II to get us through the biggest mess since… World War II.

Theresa_May

  1. A Positive U Turn

Theresa May resolves her internal crisis of conscience about her, “I want to be Prime Minister, no matter what the cost to my party, my country or greater Europe and even though I am a secret Remainer.” dilemma.

Next, she issues a genuinely courageous apology for getting it all so terribly wrong. She is then able to acknowledge the brutal truth of the country’s current perilous position and begins to show INSPIRING LEADERSHIP to return us from the cliff edge back to a prosperous and constructive dialogue and relationship with Europe.

Brexit

  1. TV Game Show

Britain’s Got Traitors – Each week one of the biggest names from party politics is prosecuted for treason with celebrity “barristers” presenting real evidence of their lies, duplicity and self-interest during the referendum campaign.

If found guilty, the studio audience then vote on an appropriate punishment for the disgraced politician.

The programme will be beamed around the world to raise revenue to help reverse the losses in UK income suffered due to the drop in foreign trade, unpicked, unsold British fruit and our anaemic pound.

  1. Apology

Jeremy Corbyn delivers a sincere apology for helping convert an irritating opinion poll into a real and dangerous law when he should have done the opposite. He is then rewarded for his moral strength with an honorary seat at Oxford University teaching “Social Ethics” and the “History of the Working Class” to confused Millennials.

Vince Cable

  1. Botox

Vince Cable – Simultaneously the brightest leader of any political party and leader of the least likely party to make ANY progress at all in the next decade.

Vince is given a vast prescription for Oil of Olay, Royal Jelly and magnums of Red Bull and put on the speaker’s circuit to spread his wisdom and magic, night and day to the British public in EVERY town hall in the UK.

  1. The Unexciting Voice of Reason

Phil Hammond is publicly pardoned for backing BoJo as Maybot’s replacement as PM in a typical Tory moment of madness in the wake of the 9th of June disaster. As the closest thing to sensible in Government – he takes over the Tory party and Cabinet and begins the difficult task of sorting this mess out. The least exciting of all the options but the least worst Tory one.

Edward VIII

  1. Crowd Funded Abdication

Again, let’s get the public involved. When King Edward VIII abdicated in disgrace in 1938, he was paid off in cash and shipped out the become Governor of Bermuda. Let’s have the same for BoJo, Maybot, DD and Psy-Gove-Path.

Or, maybe we could have them form a crack leadership team to rebuild hurricane-hit Barbuda, one wooden house at a time?

  1. Reparations

Each of the 17 million BREXIT voters is fined £2,353.00 for their part in our economic downfall. The money is collected and given in compensation to the 17 million people who voted remain. This will balance out the costs for the economic damage caused, IF it is REPTEATED every year for the next decade.

David_Cameron_official

  1. The Tower of London

Dodgy Dave Cameron takes his kids to the Tower of London and joins a guided tour. When in the White Tower, he leaves his kids (again) and wanders off to look at one of the cells. A sharp eyed member of the public slams the cell door shut and Cameron, who started this fiasco, gets the opportunity for a little contemplation time – to regret and confess his mistakes with quill and parchment. His publisher replaces his planned autobiography with the new tome and all the royalties are sent in compensation to Polish painters, plumber and plasterers by way of an apology.

  1. Invade Luxembourg!

We get a jump on Trump and pay a cheque to Mr Putin, asking him nicely to send 1000 vodka drinkers and 500 troops to quietly invade Western Europe – starting with Luxembourg. Our rude neighbour Junckers is then forced to telephone the head of our somewhat depleted UK army and ask us for assistance. We will then, for the first time since this mess began, be in a position to make a few small demands about our Exit from Brexit before we all face Wrexit.

Notice – No Europeans where hurt during the writing of this post.

Making Poland Smile Tim Bridgman

Misery is Optional

Misery is Optional

The above picture is a campaign poster from the recent presidential elections for the Polish city of Łódź. The candidate’s slogan translates to: What hurts you? What f*#ks you off? What do you want?

Poles have a reputation for being dissatisfied and confrontational and posters, such as above, only seem to prove this point. However, not everyone in Poland is of this mindset. Below are two examples of recent campaigns trying to make Poland smile.

Ralph Talmont at TEDxKrakow – Smile!   https://www.youtube.com/watch?v=Fpsv3e48kFY

ASPIRE Happy Video;  https://www.youtube.com/watch?v=MK4ePwJB0Ns

But can it really be that simple? And is a smile the final ingredient Poland needs on its road to recovery?

Upon closer examination, you may have noticed that both videos are set in Poland’s most attractive, prosperous and developed city, Kraków, which is now one of the world’s top 10 outsourcing destinations. Furthermore, both videos are also associated to organisations set up in Poland by immigrants from abroad (Australia and Britain) and, obviously, are in the English language.

So the message seems to be that foreign companies setting up in Poland are expecting their Polish workforce to smile and if they don’t this could be detrimental to future relations. This is a tall order for a nation used to short-term contracts, authoritarian bosses and intense (sometimes back-stabbing) competition from colleagues.

Such management techniques and work environments were all used to create an atmosphere of extreme insecurity in the past that guaranteed people would work as hard as possible for as long as possible. It is this that has created the drive behind Poland’s tiger economy and, in many ways, is the thing that foreign investors most want to retain.

So who knows what is best now, to be cheerful or to be a grump? After all tigers are not supposed to smile, but to growl at everyone who passes.

Timothy J. Bridgman lives and works in Poland with his young family. He is the author of;
Positively Disappointed: Cross-Cultural Awareness and Communications in Poland
published by SZKOLENIA ŁÓDŹ