Independent Trainers – To Do List in 2018 for Success in 2019 – 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 2018 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 2018.

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 2018 – 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 2019 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 2018.

 

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. His 4th book – Going for Growth in 2019.

 

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

We could always just rely on the Jacob and 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 read Sir Ivan Roger’s 10,000 word piece and FULLY and DEEPLY realises the folly and cost of full-on, half on, or any BREXIT at all. So what is to be done? Here are 10 colourful suggestions that would put us on the road to a safer UK, a solution or two to the deep Britain problems that we actually face (as opposed to all those made up ones like bendy bananas and being force to adopt the Euro in 2022 that Good British Brexiteers have been brainwashed to believe), 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 cult 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. An IDEA – 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 rods inserted to replace their current jelly-like backbones, recover from the op, take a collective quadruple espresso and start representing the 54 Million people who did NOT vote leave and the 17.4 million Good Britons who certainly did not vote for this.

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. I.e. they look below the cult zombie tropes, “The will of the people” “Leave means Leave””It’s democracy” etc. to see what citizens ACTUALLY want in their region.

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 for another week, 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. (triggering Article 50 before she had obtained consensus or had constructed a viable Brexit plan – We are still waiting for a viable Brexit plan that will be better than Remaining.) She is then able to acknowledge the brutal truth of the country’s current perilous position and begins to show INSPIRING LEADERSHIP to take us back from the cliff edge and return to a prosperous and constructive dialogue about fresh relations with Europe.

Brexit

  1. TV Game Show

Britain’s Got Traitors – Each week, one of the biggest names from party politics, on both sides, is prosecuted for treason with celebrity “barristers” presenting real evidence of their lies, duplicity, political shenanigans, and, immoral self-interest during the referendum campaign and the last 2 years.

If found guilty in the game show, the studio audience then vote on an appropriate punishment for the exposed and disgraced politician.

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

  1. Apology

Jeremy Jezza Corbyn delivers a sincere apology for helping convert a 20 year xenophobic Murdoch media campaign and crazy Tory plot fuelled opinion poll into a real and dangerous law when he should have done the opposite. (the clue is in the name – Opposition party). 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. And, we award him an honorary mustard coloured cardigan with pipe and warm slippers.

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 over 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

Spreadsheet Phil – Philip 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 2017 disaster. As the closest thing to sensible in Government – he takes over the Tory party leadership and Cabinet and begins the difficult task of sorting this mess out beyond Theresa’s Plan A, Plan A and, now, Plan A. 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 Farage, Jacob Rees-Mogg, BoJo, Maybot, DD and Psy-Gove-Path. (We can put Mr. Wetherspoons, Lord Digby Jones, James Dyson, John Redwood and Nigel Lawson on the boat too.)

Or, maybe we could have them form a crack leadership team organising democratic elections in Venezuela?

  1. Reparations

Each of the 17.4 million BREXIT voters is asked to pay £2,353.00 compensation for listening to all the Brexit lies and BELIEVING them – Think of it as a great lesson in economics – That choices have consequences. This will cover the economic losses we will face as we spend the next 5 to 10 year negotiating Second Class, non- preferential trade agreements with the EU and the rest of the world. The money is collected and given in compensation to the 16.8 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. Secret cameras record what happens next. 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 whole 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 (which does not contain an apology), with the new, more honest, tome, confessing the level of his cock up and what he really did with that pig’s head. And, all the royalties from the new best seller are sent as compensation to Polish painters, plumber and plasterers by way of an apology.

  1. Invade Luxembourg!

(Humour alert) We get a jump on Trump and pay a cheque to his mate, Mr Putin, asking him nicely, to send in 1000 vodka drinkers and 500 troops to quietly invade Western Europe – starting with Luxembourg. Our rude and dodgy neighbour, Junkers, is then forced to telephone the head of our somewhat depleted UK army and ask 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.

 

Intercultural Mediation at Work – Written by Susanne Schuler – Reviewed by Patrick Schmidt

Applicants need graciousness, benevolence and love  Mediation, as defined by Wikipedia, is a dynamic, structured, interactive process where a neutral third party assists disputing parties in resolving conflict through the use of specialized communication and negotiation techniques. A theoretical, dry … Continue reading

How to be a Really Bad TRAINER

A light-hearted summer article (please choose not to be offended by any of the content. We have all behaved like this at least once at some stage in our training and coaching careers!)

Intercultural Training

Intercultural Training

Falling on Deaf Ears – we trainers are in a trusted position sat in the training room in front of sometimes vulnerable delegates. Our job is to gradually encourage them to open up like delicate flowers and tell us their thoughts fears and doubts.

Is it then bizarre for a coach or trainer to have successfully qualified in the training process and become a content expert as well BUT to be a chronically poor listener.

Instead of an impressive demonstration of fully empathic active listening, trainer competes for the prize of being right. He itches to insert his next personal story or opinion into the conversation, or, to survey the world from an ivory tower of knowing all things (The Demi-God.)

Death by presentation – a short blog post does not have the space to list all the trainer crimes committed in the name of presentation abuse.

There is the Monotonous trainer – droning on like a background radiation counter taking the participant into a soporific hell where they silently beg for lunchtime or at least the temporary release offered by a fire alarm going off.

Last year I heard of a trainer who sat at his desk and read out the wordy contents of his power point slides all day long to an increasingly frazzled audience. Luckily there were no sharp objects readily to hand and fatalities were kept to a minimum.

There are the Whisperers (the Ghost Train-ers), the Mumblers, and the Read Out the Whole Book trainers. The latter will remind you of those strange tour guides in foreign towns that are witty elegant and erudite as they bring a script to life but when challenged to deviate from the path they seem confused, annoyed or resentful.

For some, their strict upbringing has convinced them that education can never be enjoyable and the mantra “no pain no gain” is a valid teaching principle.

Finally, some groups have experienced initial delight that turns to horror as the Perennial Storyteller dips into their battered brown leather briefcase to extract another no-longer-relevant and stereotype filled family story.

Who owns the material? – There is a famous trainer who puts out content as a medina merchant promotes their carpets and rugs – the more square metres you give the customer, the happier they will be. I remember, many years ago in Paris, assisting somebody who seriously proposed starting the training day at 7 in the morning and finishing at 7 at night! As the young and enthusiastic assistant, I took my place standing to attention at the side of the training room – Like a soldier on parade – What a bad strategy. As the day went on I was surprised that no one claimed their human rights and sent off a quick appeal to Strasbourg.

Related to this is the Training Fundamentalist for whom there is only one truth. This teacher thinks they are the proprietor of the only story. Any challenger is dealt blows of withering fundamentalist insistence.

Unconscious Unconscious Bias – The children of dentists may have bad teeth. The shoemaker’s children are badly shod and Baggage Carrying trainers employed to promote international respect leak their many biases and prejudices into the classroom. A little of this last example can be endearingly human but as this ironic phenomenon accumulates the delegates soon realise that the training is smashing against the very principals aimed for on the course.

As you blush and relate to a few of the archetypes above or fill in the names of the anti-heroes you have witnessed committing training and coaching crimes let me leave you with a positive reframe told to me by one of my first and more colourful bosses;

“You can learn just as much from a bad person as from a good one.”

Wise words. We wish you a continued happy summer 😉