Sell them what they want, so you can give them what they need
OK, I need to take you on a little bit of a journey to explain what I mean here, so bear with me.
I have a background as an educator. I trained as a high school English teacher. I started teaching at universities at 21 years old. I worked in indigenous tertiary education for 7 years.
I now train adults for a living.
Trainer. Teacher. Educator. Facilitator.
In the education sector we have strong feelings about all these words.
In the school of education, we frown on the word ‘train’ because there’s a history of seeing teaching as a vocation rather than a profession.
In indigenous education we prefer the word ‘facilitate’ because it rejects the ‘empty vessel’ pedagogy that has such close links with colonisation.
When teaching adults, we are less likely to use the word ‘teach’ for similar reasons – working with adults requires a more co-constructive, facilitative approach than a teacher-student model.
I make good money as a corporate trainer because that is what companies are looking for. When adult participants come into a room with me they want me to teach them things. They are looking to me to have the expertise I can pass on to them.
But here’s the curveball: in a lot of ways, what I’m delivering to people when I train, teach, educate, or facilitate, is CONNECTION.
I teach people how to connect with other humans, because that is the foundation for all the other things we want to achieve.
Want to write better documents (Business Writing)? Connect with your readers.
Want to teach people better in the workplace (Train the Trainer)? Connect with your trainee.
Want to work better with other cultures (Cultural Competency)? Build a connection with those people.
You won’t hear me distil it like that in a training room.
So what does this have to do with marketing? And writing?
When we name a product or service, it’s natural to come at it from our own position:
- What do I call this thing?
- What is it, from my professional perspective, that I’m providing?
- What words are acceptable in my industry?
- What words will my peers see value and credibility in?
But that’s a mistake.
We also name our products and services based on the outcomes we know they’ll provide to people.
That’s also a mistake.
Because, ask any trainer or consultant and they’ll tell you:
What these people need is X, but they think they need Y.
If I try to sell them X, they’re not interested.
But if I sell them Y, they’ll buy it, and that gets me in the door so that I can give them X.
If I only deliver Y they won’t be anywhere near as satisfied as if I give them X.