Step Nine - How To Create Your Facebook System So You Don't Sink Into Sandy Oblivion

In our recent CareerThinking session in Tokyo, YogaのMichiko had an interesting epiphany. She was complaining about a certain type of Yoga partitioner who really got up her goat (irritated her) and was posing the question: how can I manage those types? You don't. Don't take clients you don't want; don't take clients that don't match your service and needs. Of course this is not possible without a clear niche approach to your business. When you are in the business of pleasing everyone - which is how a normal Alexander Technique practice functions - you don't get to pick and choose who you teach. If they pay the money, you give the lesson. If they don't pay the money, you don't give the lesson. Sadly there are still many (poor) Alexander Technique teachers who give the lesson anyway. It's noble, but it does not bring job satisfaction or pay the bills. They have charity around the wrong way - when you are successful at your practise, you can afford to offer scholarships. Put getting paid students first, so you can help the ones who genuinely can't afford it. Back to Michiko. Getting successful in her case was clearly defining her niche - not only in the positive, but in the negative. Far from this being a problem, this had suddenly become one of her selling points! The relief on her face was palatable. So the first step in your Facebook project is to define the people you want. Defining the people you don't want can help you get clearer about that. This will be the foundation of your Facebook system - the who. Facebook is an incredible tool you can use to reach into the Likes and Interests of that who, but if you are still unsure, the foundation of your whole Facebook system could sink into the sand of oblivion. Preparing Your System for Facebook Advertising [NOTE: This second half of my blog is a paid areagetting more practical about my general comments above with the other teachers and students in my ATSuccess group. You can join anytime to be part of our discussions.] Facebook advertising - whether you are doing it paid or free - is part of a marketing eco-system. What you need to be thinking about now is creating all the components of your system.

Another name for "marketing eco-system" is "sales funnel" - this is the path you plan for your prospect to travel along in their relationship with you. Search "sales funnel" on the web, you'll be overwhelmed with the information available. This is a process art, and in ATSuccess we are all going to develop and practise this art together. If you are freaking out, thinking this is too advanced for you, relax: consider this your trial run, do what you can, leave out what you can't, and know you will know more of the unknown by the time we're finished. Basically, Facebook is where you find your prospective students, and the "system" is what you invite them into. The primary element of this "system" is your message. You can deliver your message in many ways, but right now you need to be thinking about it's content. Your content has two forms: 1. Your Service 2. Your Product What is Your Service? For this Facebook project, your service is the content of your joint workshop. PLEASE - no "Introductions to the Alexander Technique"! Of course that may be what it is, but this will not appeal to your who. The reason you spend so much time and angst coming up with a "who" is for this very moment: you know the problem they want a solution too. You promise to deliver that too them. This is your USP (Unique Selling Point) moment... Back Pain Gone in 24 Lessons Or Your Money Back. I stole that headline, it's a famous one that has been used for years - subsisting back pain and number of lesson with different variables. It's an example of the kind of catchy title that explains what you offer, and how quickly people can get it. Everyone - please find a name for your event and share it with us - it MUST tell what the benefit of your workshop will be. What is the problem you are solving? (and who wants that solved?) What is Your Product? Once your prospect is interested in your service, they then become interested in your product. Product, in our business, is all about having satisfactory answers to these questions: -How much will it cost? -How long is it? -Where is it being held? -When is it being held? These are their biggest concerns. Then there are many other little questions that could pop up: -will I have to…? -how many people are there? -will I be able to use what I learn? -do I need to have special clothing? -can I record it? will it be recorded? -what happens if I cancel and I paid? So that's enough for today. Tell me if you want to go deeper with these two before moving on? In my own case, I can not get answers for this quickly. I need to meet with my staff, do some research and explore all our options. The rate at which I post, and the rate at which you achieve, does not need to be in sync. I suggest this first time through you do a rough "draft" of your plan as we go forward, then return to once this series is finished, and we can have a month of going deeper where-ever you see the need. The super achievers can ignore this advice! Share what you have, being content with who you are right now: https://www.facebook.com/groups/ATCSProMembers/