How to get out from behind the desk and shake your marketing booty to create a minor book marketing sensation (and justify all the pain and suffering of writing the book in the first place.) The Numbers Over 97% of … Continue reading
To give you the opportunity to get to know some of our topics and to give you an impression of how we work, Gary offers regular free webinars on contemporary topics. All you need to participate in our freelearning webinars is a computer with internet access. The link to register is at the bottom of this post.
The freelearning webinars are limited to a maximum of 14 participants and registration is on a first come first served basis.
Unconscious Bias – 23rd July 2019, 9AM German time / 8AM UK.
In this interactive free-learning webinar you will learn how implicit, unconscious bias influences your daily business. You will discover how your brain often tends to make wrong decisions.
Marketing for Trainers – 23rd July 2019, 11AM German time, 10 AM UK.
Many freelance trainers rely heavily on word-of-mouth without focusing on their own market position. In this webinar we will examine the components of a practical marketing and sales concept.
Action – Simply fill in the contact / Kontact form’ https://www.international-hr.de/en/kontakt/
“Listen out for the quietly whispered truth and the mighty doors will open before you and reveal your gift.” Quote from US President, Donald J. Trump, 5th of Never Happened 2019. Face to face networking is, simultaneously, a feared sweaty … Continue reading
For Independent Trainers Who Wish To Experience Faster Growth And Enjoy Higher & Sustainable Income
What is the Going For Growth Bootcamp?
We intend to deliver an intense one day Bootcamp group training / learning day in Basel on 6th April 2019. And, to make the day effective, we will also provide you with supporting materials and guidance before you arrive, in the form of simple, remote pre-work. You can do as much or as little preparation as you like before you attend the day.
On the day, we will look at your professional identity and brand, illustrate how informational products and social media can help to build your tribe / crowd / database, and, see how your philosophy can be expressed in the best way through your communication, to get your message out and attract the best people to your offering.
Our support package includes short handbooks, coaching, an action plan and a library of materials including helpful films. You can book just the day or buy the package and the day. The choice is yours. Are you an experienced professional, possibly with no published informational assets yet, and, not quite enough clients? The Basel Bootcamp day will teach you how to become a more confident, independent solopreneur / entrepreneur – Owning your own bundle of knowledge based assets, a functioning and proven marketing / sales process, and, thus benefiting from a healthy supply of warm incoming business enquires supporting the growth of your profitable independent business.
The Going for Growth Bundle and Bootcamp will enable you to experience a good quality of life – QOL, in which you feel time-rich, financially well rewarded for the work you do, whilst being independent, happy and fully expressed in your professional life.
Is this you?
Are you an independent solopreneur trainer or coach, a passionate service or product provider, keen to expand your businesses (and, a speaker of English!)
When should you come to the Bootcamp?
You have already started your business, found your first customers and delivered your first product / services. And you have now accumulating enough work experience to be effective independently and wish to accelerate your rate of growth. And, you are hungry to get “start to finish” help that will ensure that you do the right things, avoid the wrong things and have assistance and support, as you move from “newbie” to establishing yourself and your business in your chosen field.
What is the benefit for you?
As far as we are aware, this is the ONLY complete system on the market that has a beginning, a middle, and, an end, allowing the individual to actually build all that they need to generate a warm, current and qualified pipeline of incoming business enquiries.
We think it is the ONLY template available that allows the independent operator to construct a viable business in 60 action days, meaning that you can plan when you will work on building your informational assets, your marketing and selling structures and you can confidently predict your own end-date for this building process.
And, it is the ONLY offer that comes with live access to experts when required. This is not a “remote guru” programme where the main expert is separated from the learners.
Going for Growth Bundle Offering – The Offer Support Materials List;
- Going for Growth in 2019 – A short 13 Part Handbook including 130 guiding coaching questions
- Matthew’s 5M Marketing Success Model – The Business Growth Accelerator Elements
- What’s Stopping You? Audit – A resource to get the independent business owner beyond their Self Limiting Beliefs – SLBs
- Marketing Effectiveness Audit – A quick test to see what has already been created.
- 60-Day Business Build Action “Postcards” – The Template for building a business from nothing to generating warm incoming enquiries
- Coaching Support – A number of live 45 to 70 minute coaching sessions helping independents to get passed their issues, blockers and problems
- Mastermind Group Clinics – A Remote deep dive into specific topics that the group are struggling with
- Basel Bootcamp, Saturday, 6th April 2019 – The Bootcamp experience that brings great people together, supported by The Going for Growth Bundle
TAKE ACTION – Contact Matthew if you are interested via firstname.lastname@example.org today
More Details on the 8 Parts
- Going for Growth in 2019 – Short 13 Part Handbook with 130 coaching questions
Outlining the concepts of the 13-Step Blueprint that EVERY successful business must follow, build and maintain to survive, grow and make money. This book will help you get your head in the game and show the scope of the work that is required. It contains gentle and reflective coaching questions at the end of each of the 13 parts to help you expand awareness of what your business requires before you start your big build.
2. Matthew’s 5M Marketing Model – Business Growth Accelerator
MP4 Film expanding on the 5Ms – Meet – Your identity pitch, Message – Your published book stating your credo, essence and offer – Make – The importance of creating assets – products that transfer value – Market – A marketing sequence that generates warm enquiries for you – Mastermind Group – Joint Venturing and collaborating with complementary operators in a related field. This film aims to educate and inform you about what is required in the next phase. Punchy and to the point, you will learn more about the 5 Ms and what each element can do for you to help you create the business you want.
3. What’s Stopping You? Audit
This book represents an invaluable tool to help you complete your journey. From identifying the thoughts that are blocking you to overcoming and getting over your doubts and fears, to leap forward toward action, product creation, funnel design and profitable independence. Some say that this is the most freeing part of the whole programme.
4. Marketing Effectiveness Audit
Your Marketing Asset Checklist
You will be surprised at how much of the list you have already started, created or have “somewhere”. You can build upon this and finish quickly once you understand the whole picture, what your assets do and what is required to complete your business build.
5. 60-Day Business Build Action “Postcards”
The aim here is to guide you through your build in the LEAST POSSIBLE TIME AND NUMBER OF STEPS
We set you up ready to;
- a) Plan your next months with a paper calendar placed somewhere visible, such as on your fridge, with your 60 highlighted action days.
- b) Schedule your power postcard workdays on your fridge calendar. One a day, 3 a week or whatever will fit with your work schedule, family life, travel plans, etc.
- c) Get your partner and child to “bully” you into keeping discipline, preparing to do the work and staying on track to complete your active build to completion 60 Day Business Build Calendar on your fridge
Where does this fit in? You will have expanded your marketing mind in the first section (Going for Growth etc.) and will be broadly aware of what you need to do, who you are, etc. The 60 – Day Business Build is the time to commit and hold firm to a practical and powerful SCHEDULE, working in a focused and professional way to build up your marketing and informational assets.
Every week you will receive a specific set of task instructions that will take you from, “I don’t have a clear idea of what to do” to, “Wow, I have just built a business in just over two months.”
6. Coaching Support
You will probably run into some blockers or technical issues around Sequencing, Identity & Brand, Offering or Target Audience. Most people do.
At this critical phase, you will receive the support you need with 2 45 to 70 minute coaching calls to move you passed any blockages, obstructions or issues. Just schedule a Gotomeeting session and an expert will help you through.
7. Mastermind Group Clinics
The topics to be discussed will by chosen by YOU – The Mastermind Group Members – 3 to 7 people in each cohort.
These interactive, educational deep dives aim to explore specific subject areas in greater detail, lay out the actions required with clarity and pragmatic simplicity to get the group beyond any mental or technical issues that they are experiencing.
8. Basel Bootcamp Event
Matthew’s Going for Growth Business Bootcamp, Saturday, 6th April 2019, An intensive session (IN ENGLISH) to help you work on, complete and accelerate your build, start your marketing sequence and fill in any gaps that you have.
We will make products, hone your brand and take you from 35 – 70% of the way there to almost all of the way there (And, ALL the way there, if you manage to complete all your homework!). BTW – In this way, the get together generates the most productive of outcomes for you.
Money – Back Guarantee
If you join the programme, complete the course work, and, after 9 months, have not made back at least twice the income that you paid for the programme in customer revenues, then, Matthew will be return to you, what you paid for the bundle and bootcamp. So, there is no financial risk.
Cost – We provide two options? –
A, Just the Basel Bootcamp Day – Price – £395.00 Or,
B, The 8 Element Going from Growth Bundle AND Bootcamp, including the event, coaching support, Bundle Materials and your full money-back guarantee – £895.00
Super Early Bird Offer – If you book TODAY, we offer you this one-time special price of £295 for, just the Bootcamp day, (or), £495.00 for the whole programme and 8 part package Please. Note; to qualify for this discount, you must book and complete payment of the PayPal invoice we will send you, by the 5th March 2019.
We think we have thought of everything that the new and growing business owner needs to know to successfully build up their independent training business to completion and to generate a valuable in-flow of warm new customer enquires.
If you wish to have a personal one-to-one conversation with Matthew to discuss whether this is the right course for you, simply E Mail to email@example.com to set up a brief call or call +44 7540 65 9995 and leave your details.
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…
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.
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.
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.
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.
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.
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.
The average marketing executive still thinks they know how to write a compelling and hip message that will work. OMG.
Action – If 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.
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.
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.
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.
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.
Most people, most of the time, are not in collaboration mode – they are pursuing a totally different agenda
Tool 1 Active Listening
Before you dismiss this with a, “ ‘been there, done that, know it all already!” (that would indicate that you are overdue for a listening refresher course), let us remind ourselves that most people, most of the time are not listening actively. They are more likely to be;
*Waiting their turn to give their version of what has just been said, and, if they are super competitive, to story top and WIN! This is not active listening.
*Asking WIIFM? “What’s in it for me?” This person mines your data looking to extract personal gain and advantage from your content. It is a search function akin to selective attention. Test this by throwing in some test words, “Sex, beer and Netflix” and watch thier reaction. When they twitch they will know you are on to them. This is not an empathic activity.
*I know best. The Listening Observer Critic sits high up, even whilst standing, and allows their privilege to leak out with advice, constructive (or undermining) criticism to let you know that they are just a little bit better than you. These people lack empathy and their contribution may leave a bitter residue.
And now the real thing – Active Listening
The missing elements include;
*First attempting a broad understanding of what is being said and then taking a further empathic step – to understand the speaker as the SPEAKER intends to be understood. This is the Platinum level of listening.
*Psychological proof. This stage is not attained by the listener repeating what they have heard. A smart phone can do that. They are tasked with processing the information from their own perspective, attempting empathy and seeing the matter from the speaker’s Point of View – POV and, then, expressing what they think they have heard. Here we may add, checking for clarity and the confirming the intention component as well. This will sound like, “So, IF I have understood you correctly, I heard XXX. Is that the message you wished me to receive?”
*Letting them finish. The talking stick remains with the speaker for as long as they wish so they finally can feel they have said their piece.
The first time you try these ideas out with a passionate person, the results may overwhelm both them and you. This may be the first occasion when they have actually felt listened too with respect, depth and acknowledgement.
Tool 2. Point of View – POV
This is a POV and reconciliation exercise that can be practiced as a training exercise and then used in real conversations. The training version is simple. Split the group into 3s. The first person takes the role of Finance Director, the second, New Young Executive and the third, the Project Delivery Leader. The context is set – The 3 of you are discussing the progress of a critical 90-day work project for your Golden Goose customer. As it stands, you are not going to hit either the quality mark or the tight deadline. Q. What do you do? The suggestion that you are now going to form an opinion on is; PAID OVERTIME. Are you for it or against it in this instance?
+ The first task is for the 3 to get into character and give a one-line opinion, yes or no, with, maybe, one line of explanation.
The answers are normally the expected ones – The Finance Director says, “The new money is not in the budget – No,” Etc.
+ The second task is to work out a strategy for how to reconcile the 3 points of view to reach the required quality standard, and, put in enough work hours to finish the job and end before the deadline.
There normally follows some creative thinking, challenge to opposing positions and a reconciliation that ends come up with a strategy that is, 1) paid for, 2) creates more hours of labour to complete the project, and, 3) can be agreed upon by the 3 people in the discussion.
This exercises mirrors what is required of a Collaborative Working Group – the robust exchange of truths, creating options, reconciling differences and mobilising around a common outcome to stay focused on the task, and, not get distracted by difference.
Once the training version has been completed it is time to have a go in the BWW – The Big Wide World.
Tool 3. Letting Go of Defensiveness
If there were just one freeing exercise that was mandatory for all boards, groups and committees, this would be it. Humans are emotional, primal and full of fear. It is mostly misdirected fear around the participant’s core needs not being met that causes so much grief and delay.
When a board member’s core needs are threatened, defensiveness can easily follow. The 3 needs are;
*Significance – Privilege, status, power, importance or position – When this is threatened or exposed, defensiveness will never be far behind.
*Competence – Another key component of a board member’s identity tool kit is their ability and skill level. When this is challenged, called into questioned or undermined in real time, defensive will surely follow.
*Likable – To generalise – We all have a deep deep desire to be admired, liked and approved of. It is a critical part of most of us and the one need that is examined the most – “Do they like me?” “Will they like me?” “Am I being likable now?” Etc.
How does defensiveness manifest? We can make progress when we spot the symptoms of defensiveness, spot them early and interrupt the negative behaviour that will inevitably follow.
Examples include; plunging into sulky silence, The “poor me” victim script, All or nothing, polarised thinking, wanting and needing to be right, spreading the blame or shame, experiencing a sudden drop in IQ, experiencing energy ripping through the body, doom mongering / catastrophizing, needing the last word, obsessive thinking, Needing to pour out information or saying, “I don’t really get defensive.”
Action – With self-awareness, each board / committee member can learn to notice their own pattern of moving into defensiveness. The next move it to interrupt that normal course of events, reset, and, move in a different direction.
If you start to witter when you feel attacked – Stop, centre yourself and remain silent. If you suffer a drop in IQ, stop and focus on an intelligence enhancing strategy such as collecting symptoms from the recent conversations and attempting to derive a root cause that can be dealt with. If you feel like pointing the finger, interrupt yourself and focus on environmental causes not ones originating for any individual in the room. And so on.
Tool 4 The Licenced Pessimist
If you are familiar with Edward De Bono’s Six Hat Thinking Model, you will know that the Black Hat is tasked with thinking of the biggest risks and the worst outcomes. This function is essential if a group is to combat GROUPTHINK. Groupthink happens when overly homogenous groups, often lead by a strong or charismatic leader, get behind an idea and really go for it. When it is a particularly extreme point of view, risk management goes out the window and, suddenly, something bizarre ends up being carried out by an enthusiastic lynch mob. Remember the HSBC credit officer who saw the 2007 subprime loan property disaster unfolding in the US and spoke up. He was fired by the group-thinking board and disaster followed shortly after.
Asking people to rotate and take a turn to act as the devil’s advocate is a great way to stress test all ideas, and challenge all assumptions before bad outcomes occur.
Hint – It is best to keep rotating this role through the group or an unconscious bias will grow and that single Black Hat will begin to be seen as not playing a useful role but OWNING their tasked negative perspective permanently.
We hope you have benefited from these 4 tools and ideas and will implement them with your committees, boards and teams.
Please like and share if you are going to take action or think others could benefit from this input. Thank you.
About the Author – Matthew Hill is a trainer, facilitator, coach and public speaker helping executives and leaders uncover their soft skill talents, develop their communication competences and, whilst reaching their own personal potential, help others to enjoy a better work life and great business outcomes. Contact him by telephone; 07540659995
The talk on 6th November 2018 will focus on cultural insight and food marketing : the importance of cultural insight when localizing products, as well as local foods going global.
TO GET YOUR TICKETS : https://www.eventbrite.co.uk/e/cultural-insights-and-marketing-tickets-48269215523
About the speakers:
Felicia Schwartz has pursued an international career in branding working for global communication agencies Ogilvy and Dentsu. Her work took her to China, where she spent 13 years and specialized in strategic planning and consumer insights.
Currently based in London, Felicia helps brands and companies understand the Chinese consumer through cultural insight research and achieve effective business objectives through cross-cultural communication training. She has experience across a number of sectors such as automobile, luxury, cosmetics, retail and fast moving consumer goods.
Felicia is a graduate with Dean’s list merits, from Duke University in North Carolina, USA. She obtained her Master’s degree from Sciences Po, the prestigious Institute of Political Science in Paris, France.
Serdar Patkin is a semiotician and strategist providing brand semiotics, concepts and meaning as well as creative strategies for communication at PAKT insight+imagination. As Co-founder of Temaset Event Agency, he takes part in creating gastronomical movie experiences under a multi-sensory format: Tasty Cinema.
He worked as a cultural/political editor for magazines such as Arena and Luxury Files, and contributed as a writer to GQ, XOXO, Akşam, Yeni Harman, and Perspectives magazines among others. His articles have been published in academic books such as Internet and the Streets and Inter@aktivist. He speaks and trains at conferences and private training institutions. He also teaches 2 courses at Kadir Has University, “Online Reputation Management” and “Communication for Social Good”.
Serdar received his Bachelor’s Degree from the American Studies Department of Dokuz Eylul University in Turkey and studied for his Masters as a Fulbright scholar at The New School for Social Research in New York.
Or, “I am now a Good Independent Trainer – So, What Do I Do To Get More Days, And, At A Better Rate?”
You are passionate about helping people resolve their issues and learn to help themselves 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?
– 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?
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;
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;
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.
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;
We look forward to speaking with you on 16th October 2018. It’s a date.
Will you take up the €10 Challenge?
We sometimes set a simple exercise in the Going for Growth Bootcamp. The task is to design a marketing sequence that generates a profit of €10.
It sounds a bit silly but the point is this. If you can get your products, voice and marketing together for this simple exercise – THEN – €10, €1000 or €10,000 will become a possibility for you very soon!
Where to start?
If you have a friendly, warm and GDPR compliant database start here. You are putting out feelers to them to sound out their interest or invite them to some form of interaction / demonstration that will take them from “know you” to, “like you, trust you and understand your offer.” That is quite a leap in one contact so it had better be a warm and fruitful encounter…
There is a 14-Point invitation formula that works. Elements include connection, hopes and fears, 3 points of education, scarcity and a Call To Action – CTA. The formula works. And, when I say works, I mean it will be 10 times as affective as a nice and polite letter that a non-marketer would send out.
WAFE – Warm And Fruitful Encounter
- Interactive speech – Here you gather them in a space and, with a special presentation formulation and sequence, help them to deepen their sense of need and lack and therefore create a gap in their lives that can ONLY be filled by your product or service.
- Selling Webinar – Again with the right content and sequence, you can easily sell to your warm crowd that you have developed and captured in your database. (Filling up your database with warm contacts is dealt with elsewhere.)
- Demonstration – My day job is leadership and talent training – The obvious demonstration of my work will be a short training course – If the prospect is less that 2 hours away, I offer a live half-day and we all play nicely. And, if they are further afield, I provide an educational demonstration session via webinar. What will you demonstrate?
Call To Action
With these WAFEs I am aiming to shorten the warming process, accelerate the trust building path and get the client qualified in (or out) at lightning speed.
Take it Off-Line
The aim is to have a warm and qualified prospect talking to you about your offer. It can be a tiny one – A book, or, it can be a large one – A transformation and change programme. It does not matter. The key is to get into a one-to-one interaction where you can match your selling communication with their buying process and reach a mutually beneficial outcome.
In less than 500 words you have read an overview of a minimalist marketing sequence that WORKS. I hope that is efficient enough for you. I know you are busy. If you wish to talk about the 14-Point invitation structure and how you could adapt it for your business, do feel free to give me a call. +44 7540 65 9995.
About the Author – Matthew Hill is a trainer, coach and public speaker helping trainers, coaches and mediators to build their business, reach profitable independence and give back to society.
The Intercultural Training Channel is running a marketing event for Intercultural trainers and coaches in lovely Lisbon in Portugal.
We are actively seeking a volunteer “runner” – Probably an enthusiastic student, to help set up the room in the Vintage Hotel and Spa at the start of each training session, marshal the participants back from their breaks (special persuasion skills required), hand out papers, workbooks etc., operate recording equipment, fetch lunch & drinks, take notes, etc.
The venue is the new Vintage Hotel and Spa, Lisbon
The runner role is not paid, however we will give you €150 toward your time & expenses. You will be welcome to learn as much as you can in the room with the interculturalists. Probably someone with a marketing, intercultural or social media interest would benefit most from this experience.
The training is IN ENGLISH.
Please feel free to contact me and we can talk about the role in more detail.
The Intercultural Training Channel