Building your Independent Business – Q. What do I do first? A. You need to build 4 products. by Matthew Hill

Strategic Approach vs. Quick and Dirty?

Having just returned from the SIETAR Switzerland congress in Lugarno where I was surrounded by enthusiastic independents, many of who were busily growing their own businesses, one question struck me as most important – What do I do first?

Building tool repair equipments

To build up a complete marketing funnel with experienced based assets takes time. It can be a multi-year project that will require dedication, thought and plenty of external energy and opportunity.

As I have said many times – This build centres on 4 products – 1) The Professional Interrupter – an attention grabbing and valuable asset that is strong enough to stop a busy and successful decision maker for long enough for them to take notice of you. 2) The Product 4 Prospect Asset – An exchangeable item that promises the delivery of value to a cold contact in return for their Opt In – you give them some knowledge and value and they give you their first name, last name, E Mail and permission to contact them. Simple. 3) The Trip Wire – Another small and valuable package that represents a bargain for the price. What could you build and sell for €20? It must represent more value than the perceived cost would indicate, so that you can convert cynical and critical outsiders to become insider tribe members who can warm to your intelligence and experience. 4) Your Core Deliverable Product – The thing you are most passionate about, sold to the insider tribe member, who is ready to appreciate what you have crafted. They KNOW it represents value and, so, will happily pay a premium to receive it.

Building a Crowd.

There are many contact points required and much interaction to build a warm and loyal crowd who will come to know you, like you and trust you to a level where they will confess their flaws, weakness or gaps and ALLOW you to help them. The key here is your reputation – Something that is built in THEIR hearts, stomachs, minds and memories. Remember – they own your Brand. That is where it lives – with your audience, your list, your database, and, in your new family of followers.

Quick and Dirty

Having said all of that (in 350 words) there will be irresistible opportunities that pop up and come your way, out of the blue, and that can generate great commercial returns.

Here it is about scrambling all of your resources together quickly to construct a credible offer and take advantage of this one time gift.

80% is good enough.

Is it time to fight the perfectionist in you and get that outline out quickly? Are you prepared to fill in the gaps later? And. Will your expedience pay off?

What should I do first?

So, we come to a hybrid approach – Keep on track with your long strategic game of building high quality and long lasting assets AND go for it when the sun shines just for a moment. Ironically, it can be those one-time deals that help build your credibility in the longer term and, reacting quickly to lightning chances can really help you to build your resilience, agility and intelligence when it comes to marketing and closing deals later on, when your company is fully formed and ready to take on all comers.

About the Author Matthew Hill is a trainer, author and coach helping new independent trainers and coaches to get more business in through the door. He is running a Going for Growth bootcamp for independent trainers in The Hague, 17th to 19th August 2018. Details at culture99.wordpress.com.

The Hague, the Netherlands

The Hague – Where the next Intercultural Training Channel Bootcamp will take place in August 2018.

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Ethics, Culture and You – A New Code of Ethics

A new Webinar, 25th June, 2PM Dutch time. From SIETAR Netherlands

SIETAR Netherlands has recently introduced a Code of Ethics. It has not always been easy. Their journey to finally realize a Living Code of Ethics, combined with a compliance procedure and a compliance committee, has taken three years.

Join us for this special webinar 2PM, 25th June 2018 to meet the three Sietar members that were deeply involved from the beginning.

Night city view of Amsterdam, the Netherlands

The result of hard work in Amsterdam

They will be happy to share their breakthroughs and methods with other Sietarians and interculturalists interested in building up professionalism and process within their own national SIETARs and organisations.

Jacqueline Franssens represents the board of Sietar Netherlands and Teuni Looij and Yvonne van der Pol  will represent the working group that arrived at the Code of Ethics. They will tell of their highs and lows on the journey to successfully making a robust Code of Ethics.

In the webinar they will answer key questions; Why a Code of Ethics? How did they organize the work? And, How did the process evolve? On what topics did they receive support? And, Where did they encounter most resistance? Finally, Why did they move from working on a Code of Conduct and end up deciding for a Code of Ethics?

Join us for this important broadcast and do please take the opportunity to ask your questions and discover for yourself what is needed to reach a meaningful outcome.

To register simply click on the link and follow the Gotomeeting instructions.

https://attendee.gotowebinar.com/register/7987223390340296449

We look forward to seeing you there…

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.

 

New Webinar – Marketing to Get More Training Days with Less Hassle and No Hustle

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

You are passionate about helping people resolve their issues and learn to help themselves. You have accumulated hard won experience and realised your dream of becoming an effective independent trainer. So –

– How will you now build your independent trainer or coach business?

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

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

VIP - Very important person - gold 3D render on the wall background with soft shadow.

“Hello, I am independent trainer…”

Fear – You dread the idea of becoming an isolated star trainer with next to no clients – unwittingly keeping all your much needed talent away from individuals in need who could easily benefit from your experience.

Wish – You know what you dream of;

– To receive warm enquiries from people who ALREADY know who you are, respect what you stand for and are willing to pay a premium to use your independent training services because they work.

– You wish to spend less time hustling for business and more time in the flow – conducting successful group and individual training and coaching sessions.

Action – Join Our Webinar – Marketing to Get More Training Days with Less Hassle and No Hustle;

https://attendee.gotowebinar.com/register/4966134869096242435

In this 1 hour and 20 minute high energy, content rich and interactive web based seminar, we will cover the 3 areas you need to invest in if your Independent Training and Coaching service is to grow;

Notepad with word marketing concept and glasses

1) Activity – Remember – No effort – No outcome. We will show you where many new independent trainers and coaches go wrong (and reveal the worst crime of all), and list the strategies, tactics and moves you must make in order to succeed.

2) Organisation – Building your identity and passion-based professional BRAND by marketing like a pro and learning the structures and processes required.

Most people fail with their own attempts or give up before they have built a complete Brand. We will show you where NOT to waste your time and where you need laser focus to generate engagement (its all about getting to the higher levels of engagement.) And, you will learn to build IP assets / informational products using your knowledge, qualifications and experience. Informational products that stand out from the crowd; gain you a reputation as an expert and command attention on Social Media, even as you sleep.

3) Dynamism – We will shake you from your current state of cultural modesty (“I couldn’t possibly do that”) to having you OWN your personal experiences and articulating your deal sheet of past victories in a media friendly way that generates results – incoming warm enquiries. We will make high-octane networking a reality for you and give you solid marketing ideas. They will work for you and you will have the chance to access the step-by-step process that takes you from “I don’t know how to do that” to, “I have just completed my amazing product, pitch or plan.”

Super businessman flying over a city

AAWWEESSSOOMMEE

Take Away – By the end of this informative webinar you will be given at least 3 effective marketing tactics to work on. When you implement them you will benefit from their proven power. And, we will give you the chance to acquire our Independent Trainer Growth Bundle to guide you along the sure and enjoyable path to informational products, a professional identity, an effective brand, positive networking and the generation of valid incoming mediation enquiries.

It’s not for everybody.

We want to speak with the people who will get the most benefit from the webinar so, please do NOT join if you;

– Don’t have a sense of fun and adventure

– Have zero intention of investing in yourself to grow your independent trainer service business

– Possess a closed mind when it comes copywriting and social media. Or,

– Think that clients will find you by magic and telepathy so none of this is necessary

Still reading? Good.

No Cost – There is no fee for attending the webinar and there are limited places. If you wish to expand your independent trainer practice and are ready for the challenge. If you believe in yourself, and want to follow our proven step-by-step guide, then there is only one place to be at 6PM UK time on, 21st November 2017 – 7PM Paris time – 1PM New York – Register now to attend the Marketing to Get More Training Days with Less Hassle and No Hustle Webinar. Click here and follow the instructions;

https://attendee.gotowebinar.com/register/4966134869096242435

We look forward to speaking with you on 6PM UK, Wednesday, 21st November 2017 – 7PM Paris time. 1PM New York

Shocked girl eavesdropping.

I want to hear the webinar…

 

New Webinar – Discover the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2017

How would you feel if you could smash the 3 biggest barriers that are currently stopping you growing your training / coaching business?

Where would you reinvest the extra income that you generate in 2017?

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

New Webinar – Discover the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2017. Tuesday, 7th February 2017 | 7PM, London time | 6PM, Paris time.

https://attendee.gotowebinar.com/register/7327277808881017091

Super businessman flying over a city

  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.”

  1. 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.)

  1. 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 2017 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/7327277808881017091

Tuesday, 7th February 2017 | 7PM, London time | 6PM, Paris time |

Bring your questions, your passion and a pen. See you for the 2017 launch webinar.

Bizneswoman.
Kobieta pracownik biurowy siedzi przy stole konferencyjnym.