I do a lot of courses and workshops for business development, to improve the services I offer to clients.
When I’m going through the materials, I make a note of things I learn from the way it’s taught, as well as the course content itself.
As well as ‘what to do’, I’ve found several examples of ‘what not to do’, and I thought I’d share a few here.
Over-Promised & Under-Delivered
I took a quiz that promised to tell me what sort of quiz I should offer to my potential clients, plus a template diagram for that quiz type and a relevant case study. My ideal quiz turned out to be an Online Services Quiz (ya think?!). I clicked for the full details, and was presented with a 15 minute video. There were about 7 minutes of ‘I have a 7-figure business and have been in these magazines and on these TV shows’, and about 7 minutes of ‘here are some big name clients I’ve worked with who have an Online Services Quiz’. I can’t even remember what he said about an Online Services Quiz.
What To Do Instead: When you offer something for free, it needs to have value for the person signing up for it. Give them something practical and actually helpful. This is your opportunity to prove you know your stuff, not just that you can get booked for telly.
Look At My Money! *
Another thing that makes me disconnect with experts, trainers and ‘those who know’ is the constant references to 6-figure months and 7-figure businesses. 1) What that means is turnover of £10k or more a month and a million a year, the stupid ‘code’ just sounds weird. 2) Why is it all about the money? There’s other things to aspire to, for measuring the success of your business. 3) Those numbers are HUGE. Who’s near that?! Not me. Can’t even imagine it.
What To Do Instead: Make sure the people you’re targeting speak the language you use. Better still, change the way you say things to use the language that your audience uses. If they’re all about huge ambitions and splashing the cash, great! But if they just want to contribute to the household or earn enough to take their kids to Disneyland, frame your messages in those terms.
* Anyone else got Harry Enfield in their head now? Sorry.
I got an email with a subject line that promised to reveal an awesome life-changing secret. Now, these things are rarely as OMG NO WAY THAT’S INCREDIBLE as they claim. But even so, I was intrigued. On opening the email, I was told ‘I know you struggle. I used to struggle too. But I learned this amazing thing. Honestly, it’s amazing. I hope you’ll love it as much as I do.’ And a link. OMG DUDE, JUST TELL ME THE THING!
I can’t even tell you what the life-changing this is, because I was so annoyed at the email I instantly deleted it. (I had to go into my email recycle bin to get the details to write this. But I’m still not clicking the link out of spite.)
What To Do Instead: Tell people what the thing is! We’re all busy. We have 853 emails in our inbox, and that’s just from this week. Add on the social media notifications, ever-growing to-do list, remembering to post Gran’s birthday card, children/pets/partners demanding food/attention/who-the-hell-knows-coz-I-stopped-listening, and they’re lucky to have your attention at all. So just help us out a little here and put the info in the body of the damn email.
Some of these people have thousands register for their free workshops, and charge thousands for their signature courses. If they’re not getting it perfect, give yourself a break if you’re not getting it perfect either!