At times I wonder whether I’m in the right “world”…
Much of the time it seems to me that success in coaching and online marketing depends on doing things that are totally contrary to my natural character:
- Advocating for a particular lifestyle choice above all others (minimalism, location independence, raw food, entrepreneurship, polyamory, whatever). I tend to think in terms of “grey areas,” and finding balance and multiple perspectives rather than claiming extreme points of view. And I don’t believe in recommending lifestyle choices – that flies in the face of one of my core values, with is self-determination and being true to your Essential Self.
- Making polarized statements to conjure up controversy and the traffic that follows controversy. I’m allergic to hype and hyperbole and drama has no appeal for me. It’s just not my idea of fun.
- Believing in and designing 5-step processes that you confidently market as “the way.” I deeply love and respect the labor of thinking and doing for oneself rather than seeking to copy someone else’s claimed “5-step” method and I have a very low tolerance for magical thinking.
- Encouraging group think in the form of some sort of “revolution.” I get really uncomfortable with any form of “group think.” Like, “I need-to-leave-now” kind of uncomfortable.
- Networking with the A-list so that they’ll promote your products and services. I’m really crap at strategic networking because I don’t care for the politics that are often involved and I’m often most attracted to fascinating and often little-known mavens and creators who don’t always have big network sway.
Well I’m still here, in spite of the occasional discomfort, because I’ve met enough other folks who, like me, don’t resonate with the typical messages or approaches in the coaching and online marketing worlds.
And, as someone who deeply respects the power of good quality information, I abhor the mass of “info-crap” that these popular coaching and internet marketing practices have brought us. This is what motivated me to start the Bottom-line Bookclub – so I could highlight the personal development books worth reading – and it’s the motivation behind my Dreaming To Delivering Digital Program Mastermind where I’m helping coaches and consultants to create quality digital change guides.
If you feel the same way as I do about these practices and you’ve had concerns about the value that “info-products” offer, then I’d like to say that your concerns are legit. Because info-products get notoriously poor results compared to face-to-face training, coaching and consulting. It’s partly because everybody and their uncle who has an internet connection has the tools to easily and cheaply create and sell their own info-product. It’s partly because of those internet marketing and coaching approaches that are dumbing down our content. And it’s also partly because we all have such short attention spans on the internet and it takes a lot to motivate us to open and read the digital programs we download.
Few people know anything about how to facilitate learning and deep change; it takes more than just compiling information on a topic and making it into a pretty pdf.
I don’t know about you, but I don’t want to be an “information marketer.” I want to be a leader and change agent. I’d love you to join me. It’s not going to be a “revolution” and I’m not going to ask you to copy my 5-step process. Sure, I’ll give you a project-management process and show you all the crucial questions you need to ask and decisions that you’ll need to make. But I’m more of an Expedition Leader than a Tour Guide and I’ll consider myself successful when I see you beaming as you articulate your unique message and get excited about the dynamic ways you’ll connect with people digitally to share that message.
So I have an interview to share with you today and a few digital program-related things going on this month and the next few months. I’d love you to join me if you also want to be a leader and change agent instead of an information marketer.
Here we go…
Kelly Kingman Interviews Me About How To Create Programs That Get Results
Kelly Kingman from Sticky Ebooks is a like-minded soul in the war against “info-crap.” She’s teaching people how to create quality ebooks.
Click here to download the 35min audio interview.
(Right click and select “save as”)
In the interview we talked about:
- What exactly is a digital program? And why they’re a great strategy for your coaching/ consulting business.
- I shared about my own experience of creating digital programs for the Bottom-line Bookclub and more.
- The variety of ways that you can leverage your content into different types of digital programs.
- Some of the hard lessons I’ve learned from running a continuity program.
- Some of the smart ways you can leverage continuity programs to build a tighter, more intimate tribe and increase your income.
- Where to start when you’re wanting to design a digital program.
- How to focus your program message so that you can easily structure your program and make smart marketing decisions.
- How to build accelerated learning principles into your program design so that you make it easy for people to learn – I give lots of specific, practical, actionable tips you can implement. (And I mentioned Dan Coyle’s wonderful book, The Talent Code.)
- How you can charge more for your digital programs – because you’re adding exceptional value.
- How to leverage your ebook into a digital program or live event.
- How you can leverage your digital programs to build your brand credibility and reach and grow your business as a coach or consultant.
- Why it’s short-sighted to focus on digital programs as just a source of “passive income,” and the importance of having a bigger vision for your digital programs and your business model if you want to build a sustainable business.
(Right click and select “save as”)
Join me at Andrea J Lee’s Wealthy Thought Leader Event
I mentioned in a previous post that I had some exciting things I was planning with another coach… well, the coach I mentioned is Andrea Lee and I’m thrilled to share that I’ll be speaking at Andrea’s Wealthy Thought Leader event in San Francisco at the end of the month.
As I mentioned in my interview with Kelly, Andrea is the person who first coined the term “info-crap.” She’s another like-minded soul with an incisive and clear business and philosophical mind.
I’m really honored to be amongst a great line-up of speakers who’ll be sharing their best thoughts on leadership, creating quality coaching programs and building a sustainable business as a Thought Leader; Charlie Gilkey, Janet Goldstein, David Goldsmith, Kathleen Lorden, Elyse Killoran, and Linda P Jones… and of course Andrea Lee herself.
Click here to read about the topics we’ll each be speaking on. I’m going to be sharing about 3 big mistakes that most creators of information products make – mistakes that are causing a deluge of low-impact info-crap. I’ll share about how you can stand out amongst the masses of “information marketers” who’s products are just exacerbating the online information overload. And I’ll show you how to be a leader and change agent who’s information products build real skills and results and effect significant change for your learners.
If you’re a San Fran local, you can still get in on the live event until Friday 17 Sept. Otherwise, you can join us from anywhere in the world through the pioneering Simulcast.
Dreaming To Delivering Digital Program Mastermind Starts 6 Oct
There are still spaces left in my digital program mastermind group starting 6 Oct.
Some folks have asked, “What’s a digital program?” As I explained in my interview with Kelly, it’s a teaching program that’s delivered using the internet and digital technologies. These technologies might include audio, pdf, video, forums, membership site – all of these technologies are included in the “how to” information you’ll get in the mastermind pack.
I’m taking just 12 people so that we can keep it intimate and I can roll up my sleeves and provide hands-on help and custom advice as you make your unique program and business decisions.
The early-bird special ends 17 Sept, so sign up soon if you’d like to secure your spot and save on cash.
[...] This post was mentioned on Twitter by Cath Duncan, Sticky eBooks. Sticky eBooks said: RT @cathduncan: "How to create digital programs tht get results" – thx 4 interviewing me about this, @stickyebooks! http://ow.ly/2E5aQ <
[...]
Oh wow Cath, this is just so loaded with information! Forgive me for commenting before I’ve gotten through it all, but I already know this stuff will help me move to the next level.
Your intro is awesome and really resonates with me. Ditching “group think” and realizing that transformation is a very personal and individual path is something that the information marketers, as you rightly point out, miss the mark on. Also one of the reasons for moving out of the status quo, 9-5 lifestyle is to get rid of the politics of life. The games involved with A-listers are a real drain. I’m with you, I’d rather network with some awesomely creative writers with perhaps a smaller readership, and help each other along on the journey.
You did a fine job of putting into words how I’ve felt. Thanks for the validation! Now I’m going to quit writing and dive into some more of this info you’ve shared!
Mike
Ah, Mike… one of my favorite mavens
Cath Duncan\’s latest post…How To Create Digital Programs That Get Results – An Audio Class & Join Me At Andrea Lee’s Wealthy Thought Leader Conference
Your remarks really resonate with me, Cath. Implementation, not information, is what makes a difference to people’s lives. Maybe I should call myself an “implementation marketer”.
I feel the same way as you, too, about the approach of creating controversy, polarisation, one true way or a “revolution” as an attention-getting device (though I also think the way we do a lot of things could do with changing).
I look forward to listening to the interview.
Mike Reeves-McMillan\’s latest post…How to Come Out of Your Trance
I like that “implementation marketer”
Like you, I think that change is good and desirable – my whole business is based on the premise that people need and want change. But, perhaps because of my psycho-analytic roots, I have a problem with the idea of “experts” deciding what changes people need to/ should make. Especially when it’s a specific lifestyle recommendation that’s highly subjective – like saying that people should become entrepreneurs.
The way it translates into my practice is that I never tell people what changes they should want, but once they’re clear on the changes they want, my job is to help them make those changes. I might give advice that’s aimed at helping them make those changes, but I don’t give advice on what the changes should be.
As a hypnotist, I’m going to guess that you’re working the same way because this is particularly important if you’re using highly persuasive change techniques or holding a role with lots of perceived authority. For me it becomes an ethical issue.
Yes, client-centred all the way. I try to do my marketing by starting out with, “Is this you? Do you have this specific issue? Then I have some resources that can help you change in the ways that you want to.” People who don’t have that issue don’t need to read any further.
I was talking to someone at a conference a couple of years back about a man I’d helped with excessive feelings of hunger as a side-effect of antidepressants. She asked me why I didn’t work on his depression (which was fully controlled by the medication). The answer was so obvious I was surprised she asked the question: That wasn’t what the client wanted to change.
Mike Reeves-McMillan\’s latest post…The Paramount Pictures Technique for Crushing Fear like a Beer Can
Hi Cath,
I often wonder whether I am in the “right world” as well. You have expressed my thoughts on internet marketing very well. It is unfortunate that people have to be some what of a charlatan to really succeed online.
There is so much bullshit online even by the big names that are widely respected. I don’t even blame the marketers. I find it sad that so many people are still chasing the get rich quick, instant happiness, no exercise weight loss junk.
I hope an honest revolution begins where people start behaving sanely with realistic expectations. It isn’t a quick and easy way to build a huge following but I think smart people stick around longer.
John Bardos – IdeaEconomy\’s latest post…Forget Job20 – Cut your Work Hours and Start Life20
“I find it sad that so many people are still chasing the get rich quick, instant happiness, no exercise weight loss junk.” – I agree that this is a big part of the problem. Marketers tag onto this in their marketing because it sells more, but the problem with that is that it perpetuates the belief in get rich quick, instant happiness, no exercise weight loss junk.
I’ve had two kinds of clients since I started coaching:
1.) People who are burned out and fed up on the get rich quick, instant happiness, no exercise weight loss junk approach, realize it’s a load of junk and want to get down to real change work.
2.) People who have spent so much time in the world of “personal development,” reading all the crap about how they should live, that they don’t know how to just be happy and satisfied with life and themselves. The thing they thought would “make them better” has just made them feel worse. They come to me with a load of “fake” goals and when I call them on it they admit none of those goals inspire them. And then we can get down to work.
I sometimes feel like I’m the “post-personal development” coach, helping people heal and restore their dignity after they got sucked into the dumbed-down world of personal development.
It’s part of the reason why the movie, EAT PRAY LOVE, annoyed me so much – it was just more of the dumbed-down personal development combined with marketing messages that essentially say, “Be pretty, hang out with pretty people, eat pretty food, travel to pretty places… and then you’ll be happy/ spiritually deep/ satisfied with yourself and life.” Personally I think that movie’s doing more damage than good.
Hear, hear! Thanks for this, Cath. I have struggled with this issue a lot. Your point here especially resonated with me:
“Few people know anything about how to facilitate learning and deep change; it takes more than just compiling information on a topic and making it into a pretty pdf.”
I’d say more but I’ve gotta fly. More later, and thanks for posting this!
Cynthia Morris\’s latest post…Juju Infusion 26- Packing for Rome & Paris