GSI US M5 Promise of the Event Template by The Coaching Institute

TEMPLATE

PROMISE OF THE EVENT The promise of the event is what can your audience expect, count on and tell their friends to expect? Think of it on four levels: 1. The content itself 2. The benefits and outcomes of the content 3. The experience the participants have with you and your team The promise of the event starts from the very first time you post on Facebook, send an email, post words on Facebook… Whatever you do, or say, or communicate through postcards, is letting people know what they can expect from an experience with you, and your team. Everything is communicating about you, and your promise. Family photos. Personal messages. Postcards. Comments on other people’s timelines. Facebook lives. All of it communicates what you stand for, what you don’t stand for, and what to expect when with you.

THE CONTENT Think of the content as three levels: 1. What you teach – thematically 2. What you teach – specifically 3. What you teach - halos So, at TCI, we teach – thematically – live your dream. We teach – specifically – coaching training. We teach – halos – facilitation, leadership, personal development, business coaching skills, Your Success, Ultimate Influence, Disruptive leadership, Breakthrough to Business Success, Empowering You, Your Ultimate Self, Ultimate Coach, Ultimate Wealth…

THE BENEFITS OF THE CONTENT – PERCEIVED VALUE The content is what you teach, the benefits looks at why they would learn it. It isn’t about what you teach. It’s about what perceived value your audience places on it. Everything we do must address two questions: 1. So what? 2. What’s in it for me? Don’t teach anything your audience doesn’t care about. And if you can’t demonstrate why they should care about it, you don’t teach it. Everything on stage, in your programs, and in your conversations must be about what’s in it for them, how they can benefit, how this can help, how this serves… Just because you think it’s valuable, doesn’t make it valuable. The measure of value for anything in this industry is its perceived value. And that is decided by your audience, not by you. No matter how much you think the audience needs something, if they don’t see the value, you will lose them, and they will go elsewhere. You train them in what they want, until they trust you. You sell them what they want, as they trust you. You then can give them what they actually need. And even then, it’s a balance between what they want, and what you know they need. You don’t just hand out what they need, because they need it. You hand it to them as they can handle it, or you lose them. For example, I know, cold, that what every TCI coach needs is training in sales, marketing and more sales, and more marketing. No one joins requesting this. We don’t market that we do this really well. We teach it, but not as much as coaching skills. Because no matter how much I know that’s what our market needs, it turns our market off if I say the word ‘sales’… until trust is built. And even then, it can takes years before they will be ready for the cold, hard facts of sales and marketing. Respect your market.

THE EXPERIENCE THE PARTICIPANTS HAVE WITH YOU AND YOUR TEAM People come because they’re interested in the benefits of the content… they stay if they believe they can do it… and they buy more if they are a match for your style. This is where who you are as a character matters so much. You must stand for something. A certain style. A certain look. A certain philosophy of life. A certain position on politics. On capitalism. On money. On spirituality. On success. On failure. You have to have positions on all of these topics and more, and be prepared to discuss them. The more robustly and confidently you can discuss these topics, then more the audience can trust you with their journey. There are so many choices for audiences… none of us are the only game in town. So what defines you, and separates you, from everyone else? What is the experience that you provide that is unique to you? At TCI, we know, and you know, the experience we deliberately and consciously provide. It isn’t by chance. It isn’t lucky. It’s who we are. It’s how we ride. It’s how I am when I’m sitting here writing. It’s my DNA. It’s not an act. It’s not pretense. At my core, I am irreverent, curious, robust in conversations, opinionated, passionate, open minded, harsh on discrimination, playful, chaotic in the context of coaching, easily bored, not easily charmed, precise with the coaching skills, skilled in my area of expertise, demanding of myself in the context of business, never-need-reminding-of-my-standards, impatient of people pleasing ahead of honesty that helps, loving, resilient, and prone to graffiti. Basically… TCI the Experience. People buy experience. They say they want the content. They believe they want the outcomes and benefits. But they want, unconsciously, to feel differently than they do right now, without you. You must make them feel how they want to feel, and wished they felt, in their everyday lives. You are their journey from the ‘ordinary world’, to the ‘extraordinary world’. They will buy content. They will get value from the content. They will rave about the experience.

You want to give people ‘bragging rights’. The right to go home, and over dinner, regale the people they want to respect them with stories of epic. There are four experiences you must give your audience: 1. 2. 3. 4.

They belong They matter They make a difference Nothing like it is at home

At TCI, we ensure people belong by making sure we are clear about our vision and values, and expect people who don’t match them to leave. We make sure we are clear about our beliefs in terms of personal responsibility, supporting one another, championing one another, and being there in times of need. Anyone who doesn’t love that aspect of us, leaves. Anyone who loves that aspect of us, stays, because they belong. We ensure people know they matter through our ‘wow’ system, through ensuring success is celebrated, and through making sure everyone belongs no matter where they’re at in their journey. Even the people who don’t want clients feel significant and that they matter, because we make that choice absolutely okay. We ensure people know they contribute through letting them join in our celebrations of each other, through championing them when they succeed, and through contributing beyond ourselves to the TCI Foundation. And we ensure it’s nothing like home through music, forgiveness of mistakes, embracing our flaws, being irreverent, and not behaving like a closed, shut down family. We represent, as a character, the ideal our market wants to become. And we give them an experience of this at our events.

The Transformational Value What is the transformational value of your training? The transformational value of the TCI training, at its core, is that you will be able to become a successful coach… or your money back.

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