Matthew’s Going for Growth Bootcamp Day in Basel, Switzerland – Saturday 6th April 2019 – With Early Bird Deal

For Independent Trainers Who Wish To Experience Faster Growth And Enjoy Higher & Sustainable Income

Matthew's Going for Growth Bootcamp, Basel, 6th April 2019

Matthew’s Going for Growth Bootcamp, Basel, 6th April 2019

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.

Matthew's Going for Growth Bootcamp, Basel, 6th April 2019

8 presents for you in 1 great bundle

Going for Growth Bundle Offering – The Offer Support Materials List;

  1. Going for Growth in 2019 – A short 13 Part Handbook including 130 guiding coaching questions
  2. Matthew’s 5M Marketing Success Model – The Business Growth Accelerator Elements
  3. What’s Stopping You? Audit – A resource to get the independent business owner beyond their Self Limiting Beliefs – SLBs
  4. Marketing Effectiveness AuditA quick test to see what has already been created.
  5. 60-Day Business Build Action “Postcards”The Template for building a business from nothing to generating warm incoming enquiries
  6. Coaching Support – A number of live 45 to 70 minute coaching sessions helping independents to get passed their issues, blockers and problems
  7. Mastermind Group Clinics – A Remote deep dive into specific topics that the group are struggling with
  8. 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 matthew.hill@hillnetworks.com today

More Details on the 8 Parts

  1. 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 5MsMeet – 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;

  1. a) Plan your next months with a paper calendar placed somewhere visible, such as on your fridge, with your 60 highlighted action days.
  2. 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.
  3. 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.

Come to sunny Basel

Come to sunny Basel, 6th April 2019

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.

Conclusion

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.

Action

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 matthew.hill@hillnetworks.com to set up a brief call or call +44 7540 65 9995 and leave your details.

Matthew's Going for Growth Bootcamp, Basel, 6th April 2019

Matthew’s Going for Growth Bootcamp, Basel, 6th April 2019

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 Here Are The Top 10 Out Of Date Marketing Mistakes Many Are Making Today?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

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

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

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

Hill Networks Marketing

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

But

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

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

(More on this in a moment)

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

But

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

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

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

Hill Networks Marketing

But

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

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

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

So

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

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

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

Fotolia_203276020_XS.jpg

And

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

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

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

And

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

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

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

But

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

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

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

Matthew Hill culture author leadership

But

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

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

9) Social Media

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

But

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

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

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

And,

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

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

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

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

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

Score – So, what is your Crime Sheet number?

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

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

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

About the Author

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

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

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

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Collaboration Post 3 – 15 Collaborative Behaviours To Change Your Group’s Outcomes

Collaborate or Die

We are meant to play nicely, work as a team and respect each other. In Part 1, we expanded on 10 reasons why this often fails to happen.

In this Part 3, we now look at the key desirable behaviours that, when practiced mindfully and regularly, WILL produce a team breakthrough, get the group to the goal and leave everyone alive, and, at least on speaking terms at the end.

As you move through the behaviours, ask yourself, “Do I do this? “Can I start doing this?” And, “Will I step up and do this regularly?”

15 Strong Suggestions

  1. Interrupt your dark defensive moments and fill them with light.

Experienced in so many ways as sarcasm, denial, anger, avoidance and justification, defensiveness – This is the burden suffered by most teams attempting to become more collaborative and effective.

Action

Borrowed from anger management training courses, the best method is to spot the symptoms of early on-set defensiveness and divert the behaviour, diminish it or reverse it. If you are beginning to feel your blood boil, take a walk to the balcony, go smell the flowers and take your imagination to a place of cool, calm tranquillity to “reset” your body’s distracting chemicals.

Young attractive business people - the elite business team

  1. Coaching your colleagues through any resistance.

The majority of people will not instantly get behind a fresh idea or new change. They will choose to wait it out, criticise it, or, mount an attack.

Action

Here, a coaching approach can be effective as you focus inside your colleague’s head to access both their imagination and logic circuits to help them do the work of processing change and getting on board for themselves. Questions that help to create different and contrasting futures are good – “What if we carry on as we are? What are the risks of this?” “If we had 10 times the resources available, what should we do next?” “If you were the team leader now, what course of action would you recommend?” Etc.

  1. Actively listening to your concerned colleague.

The problem with teams is that the confident, privileged and beautiful get most of the airtime. And this dynamic is actually reinforced by everybody in the team – even the oppressed, the shy, or, the outsiders. The reflectors, quiet geniuses and shy analysts are not prone to speak up, do not feel they have permission to speak and, thus, do not take up their share of the microphone.

Action

Related to coaching but intruding less, listening is about getting the whole story out of the coachee / colleague. We can employ minimal encouragement – “That is important, please tell us more” “You were saying…” “And, what does this mean for our team?” Quieter members of the team may be more sensitive. If you overdo it they will clam up – Maintain a positive, still attention with minimal non-verbal, para-verbal and verbal prompts. This will be good for evening out the group’s share of voice, listening to all and including their ideas and concerns as well as counting the vote of everybody to form an inclusive group dynamic that will be effective in taking a diverse group all the way to a stretched goal.

  1. Building muscular resilience.

We can see resilience as the ability to bounce back from pressure, stress or becoming knocked off balance, AND, still being about to function effectively. In the politics of the team, possessing greater resilience can take people all the way to the top. And a lack of resilience will see someone being relegated to the oppressed group, or demoted to basic executive duties. They are sent to eat at the children’s table.

Action

Resilience comes in 4 flavours – Physical, emotional, mental and spiritual. Teams or individuals can be encouraged to participate in simple and repeated exercises to stretch and build their resilience muscles. Physical – Regular exercise, monitoring diet and alcohol consumption. Emotional – Developing the habit of experiencing positive emotions through appreciation, gratitude and laughter. Mental – Simple maths exercises. Spiritual – Practicing your faith or thinking pure thoughts.

  1. Learning to resolve difference intelligently.

It is easy to sulk, withdraw and dismiss a different opinion from your own. This actually represents a form of defensiveness and will not allow a team to become optimally collaborative.

Action

Imagine learning to reconcile difference to a level where, “I am OK & You’re OK”, becomes the default setting for the group. (We discuss a positive exception to this later).

What difference would this make to the atmosphere and energy in your team? The simplest method when two parties are on opposite sides of an argument or behaviour style (e.g. direct communicators v indirect communicators), is to reconcile the difference. We ask first, what is the benefit and contribution of each style, acknowledging that a diversity of approaches is actually NECESSARY for success. We then work on how we can accommodate those two benefits in team communications or by putting them into the project plan. E.g. direct people tell the unvarnished truth, which can be invaluable when a crisis is looming. Diplomatic indirect people keep the channels of communication open, maintain higher levels of trust and ensure the probability of long-term communication. It is easy to see that both styles are required. The task then is to design simple protocols that allow both styles to operate with respect and appreciation within the team.

Colorful 3D rendering. Abstract shape composition, geometric structure block. Wallpaper for graphic design.

  1. Two heads are better than one when solving a problem.

If you are a hammer, your default mode is to bash things on the head. Not great when changing the batteries in your watch. Again a diversity of approaches will be more effective.

Action

Practicing problem solving can be a bonding process that deepens the respect and positive emotions of all team members. Weekly intellectual challenges involving abstract problems can be a fun team building activity that is secretly growing the team’s capacity to handle complex issue, resolve involved messes, and, operate smoothly and efficiently when a live business problem comes along.

  1. Trust underpins it all.

Without trust we have defensiveness, solo silos, and Machiavellian plots.

Action

There are 3 components to trust – Ability, Benevolence and Integrity. Each must be in play to ensure positive vulnerability and promote trust in a high functioning collaborative team. Ability – Giving recognition to the skills, competence and experience of each team member is a way that quickly establishing better communication and inclusion in any team. X becomes the go-to person on subject Y. Benevolence – By this we mean that each member declares and proves that they are not wishing a negative outcome upon their colleagues. They wish to allow a beneficial or, at least, neutral state to exist. Integrity – My word is my bond. It is essential to continually keep your promises in order to maintain confidence in the overall performance of any team. If there is a weak link, the whole side will feel let down.

  1. The Licensed Pessimist.

The risk to any team is Groupthink, where a strong personality is accepted as leader and their ego expands to a level where they propose actions that represent foolhardy risk taking. The compliant and passive nodders around them, allow and encourage adoption of this fast-track route to disaster.

Action

Challenging the precepts of 7. we deliberately create a rotating and official role that allows and encourages a critical view and gives full permission for that person to voice their concerns – The Licenced Pessimist. “What if the market does not recover? What then?” “Those numbers appear way too optimistic. How did you derive them?”

When immunity from revenge and animosity is established in the group’s ground rules, the role becomes effective and essential in stress testing all new input to quickly separate the wheat from the chaff.

Team building. Group pf colleagues sitting in a circle and playing games and having fun.

  1. Holding everybody accountable.

Like a sulky child, the wayward executive defends their actions by saying – “Well I didn’t agree with the decision to go this route in the first place.” (Though they remained silent or did not actively disagree, when given the chance before the decision was made.) It is this lack of ownership that will lead to a suboptimal quality of work and poor outcomes.

Action

Asking everybody to say the word, “agree” can be enough to reduce the number of passive passengers on the bus and encourage everybody to process the information to form an active and personally held view. More people are then included in the process of building strategy, planning and problem solving.

  1. Regular Brainstorming.

Habits are quick to form and hard to change. It is easier to repeat what you did yesterday than take a different approach today in order to get a stronger result tomorrow. We are conservative, risk avoidant and take comfort in repetition. The zone we live in is far from comfortable – We stay in horrible jobs, relationships or houses not out of comfort, but out of habit.

Action

This activity will also count towards your resilience exercises. Brainstorming is about expanding the creative connections that you allow your imagination to make by expressing yourself freely. Exempt from criticism and editing, brainstorming moves in waves. There will be a burst of output, a lull, a second burst, and then a second lull. Keep going. It is often in the third burst that the gold is to be found.

  1. Turning passive to active.

What is written on the tombstone of most failed companies, “Well, we tried”. Not hard enough. Underperformance is supported in meetings and work by grey language, low energy sentences and half-hearted commitment. “I’ll try” is at the heart of all of them.

Action

Challenge sluggish, monotone responses to requests. Do not take “Maybe” for an answer. When you are asked, “How you are in the morning?”, upgrade your answer from a monotone, “ffiinne, I suppose” to, “SUPERB AND FANTASTIC. THANKS FOR ASKING.“

  1. Get rid of blame.

The best companies react intelligently to crisis, drama and adverse external circumstance. They do not start to defend, point the finger or avoid responsibility.

Action

The next time you have a company fire to put out and you follow the charter (point 15.) you will experience a difference in atmosphere and will have the chance to see the benefit of full-on collaboration in action. When people are scientific in their description of events this can be captured on a timeline. When they are objective in outlining the symptoms and measured in their analysis of likely causes, then you will experience the pay-off in investing to build collaborative mechanisms in your team.

  1. Moderation and facilitating collaboration.

The accidental hero boss can unintentionally ignore valuable input in order to maintain their hero brand. The neurotic and scared boss may shut down intelligent challenge, not because of the quality of the input, but due to their own insecurities. And, the time-scarce leader can move the meeting along, unconsciously, only asking group thinkers and fans for input, driven by a misguided and dangerous perceived need for peace and pace rather than quality and challenge.

Action

The job of a great moderator is to even out the debate and include a wider base of people, delivering a more diverse and representative contribution – Sampling a diversity of opinion and actively encouraging the quieter sources of wisdom to share their contribution, speak up and be heard.

  1. Good Conflict.

Many companies employ “nice” people who are expected to be “nice”. What actually happens is they become avoidant and this allows stupider ideas to become policy in action, leading to disaster.

Action

Promote the licensed critic, the robust challenger and include different opinions (and integrate these exotic gems via the process of reconciliation.) The smart move is to establish a protocol for allowed any civilised challenge within a robust but protected environment, to produce better suggestions, better processes, more considered solutions and a better customer experience. All this is done to generate improved products, services and engagement, the end result of which, will be experienced in higher income and healthier levels of profit.

  1. Capture collaboration in a charter    How many great training initiatives generated on a Friday are quietly killed off at the 8.30AM reporting meeting on a Monday? A. Most of them. It is easier to let innovation, change and challenge die on the vine and to go back to those old habits that are, actually not serving you well, but feel like an old pair of shoes – At least familiar. The problem is, they represent a slow company suicide.

Action

The formulation of a charter for collaborative team behaviours, formed collaboratively. Is that too obvious? It does not start with a stone tablet issuing from the CEO’s office. It does not come from an expensive off-site weekend jolly for Directors only. It comes from the floor. It evolves. It represents the voice and heart of everybody. And, it is signed up to by everybody – Volunteers stepping up, not coerced group thinkers just nodding along.

About the Author – Matthew Hill is a facilitator, trainer, writer, and public speaker, working with UK and International teams to get them beyond their blockages to create durable results in an exciting peer-to-peer atmosphere of exchange, fairness and excellence.

Contact Matthew on 075 40 65 9995 for a short conversation.

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

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

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

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

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

NO! And, here’s why;

1) Hesitation

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

Man Giving A Speech On Stage

Silence is Authority

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

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

Punctuation

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

Action

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

2) Deviation

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

Great speakers are deviants!

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

Action

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

3) Repetition.

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

What?

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

Action

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

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

About to present? Take action now!

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

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

Conference Speaker Homework and Pre-Work

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

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

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

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

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

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

Developing new strategy.

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

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

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

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

Action

So what will you do now?

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

 

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

Now is the time to build your returns next year

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

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

Young women planning vacation trip and searching information

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

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

So,

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

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

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

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

That is your ideal audience for 2019.

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

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

Almost anybody today can make almost anything.

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

That will be your new product for 2019.

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

AND,

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

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

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

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

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

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

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

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

The Crowd.

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

What is Credibility?

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

What can Credibility do for me?

I am glad you asked.

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

The Answer

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

Portrait of confident, happy female nurse in hospital hallway

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

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

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

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

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

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

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

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

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

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

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

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

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

Shocked girl eavesdropping.

“I want to hear more Matthew”

You are passionate about helping people resolve their issues and learn to help themselves building new intercultural skills you will teach them. You have accumulated hard won experience and realised your dream of becoming an effective independent trainer. So –

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

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

And,

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

Escape

Trapped in a world of cheap subcontract days!

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

Wish – You know what you dream of;

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

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

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

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

In this 90 minute high energy, content rich and interactive web based seminar, we will cover the 3 areas you need to invest in if your Independent Training / Coaching Service is to grow;

Webinar

Activity, Organisation and Dynamism

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

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

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

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

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

It’s not for everybody.

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

– Don’t have a sense of fun and adventure

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

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

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

Still reading? Good.

Vector speedometer scale

Take your days to the MAX

No Cost – There is no fee for attending the webinar and there are limited places. If you wish to expand your independent trainer practice and are ready for the challenge. If you believe in yourself, and want to follow our proven step-by-step guide, then there is only one place to be at 6PM UK time on, 16th October 2018 – 7PM Paris time – 1PM New York – Register now to attend the Marketing to Get More Training Days with Less Hassle and No Hustle Webinar. Click here and follow the instructions;

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

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

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7 Ways To Support Your Super Premium Offer Price with Matthew Hill

Going for Growth in 2019 – Let’s go back to school with a bang

The main point of being an independent trainer, coach or mediator is to take more control of your life. And, charging enough to allow you some free time is a critical part of this. Whether you want to be a super high earner, blend free time with work in a more healthy way, or, set up a pro bono surgery, getting to a place where you can comfortably charge more is important.

In this post we explore 7 ways to support you charging a premium price or, even, a SUPER premium price.

And, at the end we talk about an opportunity to meet up at an event in Malaga too.

  1. Identity – This may sound simple but, every year, I meet many who have not completed their identity build with clarity or sufficient power to confidently charge more. Essentially you must project yourself as just one thing – An expert – deeply experienced and knowledgeable on one subject. Quite frankly, you need to be perceived as the leader in your field. Here lies the secret to charging a super premium price. Do you have a model, a special technique? Do you have unique content, a better methodology? Does your way work best? Take some time to work on these elements and your invoices will grow to a freeing level before next summer.

    Quickening of Inner Palette

    Paint yourself as THE expert!

  2. Brand – What is a brand? There are 1000 answers. For the here and now, it is an increase in heart rate for the viewer, accessing your marketing material and content. They must get excited watching you in your YouTube video. They must connect their dreams to the outcomes you describe. It is necessary to eliminate the gaps in your brand story and present a joined up journey for your chosen tribe. BTW – Not everybody can do this for themselves.
  3. Super Copy Writing. Killer Text Is Key. When you write well for others, they will think well of you. When you structure your communications using the Super Copy Formula, they will come knocking on your door.
WORDS ARE POWER hand-lettered quotation

The 14-Point Super Copy Formula

Price is a function of supply and demand.

If your offer is oversubscribed, your offering can support a super premium price. Of course – getting from regular work volumes to positive busy-ness (50 days at a 100 cash units rather than 100 days at 50 cash units) requires a specific and proscribed process, much of which relies not on what you write but how and in what order you present it. When you follow the Super Copy Formula for your written texts, the extra cash will become available to you.

  1. Great Content. You need to rearrange your content to be telepathic, sympatico and aligned with your perfect customer, what they want, when they want it. And, deliver it in the way that works for them. Too quick, too soon or too simple / complex and they will give up on you and start moaning. Leading your best students through to completion and success – that is only possible with great content and great process. The best content is pitched right, transfers knowledge effectively and is fully absorbed to be available and applicable by the student.
  2. Products Product Products. Regular readers will know, I am obsessed with turning your experiences into assets to earn you attention, brand brownie points, engagement, sales, income and advocacy. When you have a film, audio or text product, you take your level and your charge rate UP. It really is that elegant. And, creating products comfortably, cheaply and quickly is, today, a piece of cake.

    Analog microphone with recording equipment in the control room.

    Products Product Products

  3. Building Your Tribe – I spoke to a young coach of coaches recently and she spoke about going wide to make sure you have something for everybody and can thus earn money. WRONG. To start with at least, it is all about the one thing, delivered with care, to the one audience. Finding your avatar, ideal market segment and small customer niche is essential if you desire to charge a premium price. If you are all things to all men, you will be COMMODITISED and that means your customers will expect you to be near, convenient, quick and CHEAP. Yuk. When you cater solely for your niche, you take back control, become a healthy equal partner with your client, and, you will be allowed to negotiate for a convenient time, a better rate and a greater level of respect and engagement. Super premium rates are not about greed. They are about getting you the respect your experience deserves.
  4. Give More – When you crank up your prices, unsurprisingly, your customers will expect more. Give it to them. Guarantee all your work. Add extra value to your offering. Listen to them and adapt. Tailor your service so that it works for them. Go the extra mile / kilometre. Value is a function of Benefit over Cost. V= B/C. When you understand that you will be keen to double the customer benefit and therefore double your price – Pragmatism.

Conclusion

As we think with some dread about “going back to school”, and, before we become swallowed up with low quality urgency, there exists, now, a brief moment to reflect on your next year and ask, “Am I providing the best service I can, to the most interesting people out there?” “Am I being paid what I am worth for my experience, charisma and ability?” And, if not, “What am I going to change?”

If you are currently being paid a super premium price for doing what you love, I need to ask you a favour. Please share your wisdom and experience with someone younger, so that they can reach your level with a little less experimentation.

If you are contemplating the end of summer with horror, and, are still swapping time for average money (most people are), then do read our other ITC posts for Independent trainers, coaches and mediators. They will help you build your business, charge what you are worth, work in a way that suits you and connect the best of you to the best people out there.

And one more thing – Malaga,

If you are going to the SIETAR Spain Congress in Malaga in September 2018 and wish to join one of our Intercultural Training Channel, Going for Growth Bootcamp Days, do get in touch with me directly. Do E Mail, Matthew Hill at matthew.hill@hillnetworks.com and we can set up a short telephone conversation in a week or so.

Thanks. Finally. Please like and share if you have taken value from this post.

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Putting Together The Shortest Business Winning Marketing Sequence Possible with Matthew Hill

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!

Vorderseite neuer Zehn Euro Geldschein aus der Europa-Serie

Will you take up the €10 Challenge?

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…

Invitation

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

  1. 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.

    Microphone over the Abstract blurred photo of conference hall or seminar room with attendee background, Business meeting concept

    Speaking is the number one converter of colds to customers

  2. 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.)
  3. 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.

Matthew Hill culture trainer 07540659995

Take it off-line

Conclusion

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.

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Thanks, Matthew

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.