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independence4 unconnected · 1 more author in those circles
applies to

b2b, no audience needed

assumes $100 and up

confidence

high

evidence

8 claims · 6 articles · 4 receipts

window

2013-06-04 → 2024-01-03

4 builders who never spoke to each other

Teach the subject and keep the pitch small

Run the session as a genuine lecture on something the audience cares about rather than a demo with a logo on it, useful even to people who never buy, and hold the product to the last fifth of the time. A short course that walks prospects through your process means buyers arrive understanding what they are commissioning, and workshops for the organisations upstream of your buyers validate you in front of many prospects at once. Show the work instead of listing what you have done.

The method

  1. 01

    Consider a short course that walks prospects through your process, so buyers arrive already understanding what they are commissioning.

  2. 02

    Run a prospect webinar that teaches the subject usefully even to people who never buy.

  3. 03

    Design webinars as lectures on a subject the audience cares about instead of digital trade-show booths with a logo and a looping demo.

  4. 04

    Run workshops for the organizations that sit upstream of your buyers to raise your standing and validate expertise with many prospects at once.

  5. 05

    When you host a session for somebody else's audience, spend roughly four fifths of it teaching what you know and only the last fifth on your product.

What it returned

  • 80

    Ness Labs sets the split for guest learning sessions at 80 percent field knowledge and 20 percent product, in front of a private community of more than 2,000 members.

  • He ran growth workshops at two top VC firms; he also copied two peers, one whose firm thrives on selling a single framework and one who sells only workshops.

  • Neistat played three of his videos on stage rather than listing what he had done, and Haines rates it the most effective talk of the day.

  • He cites Feynman's gravitation lecture, which drew non-physicists and used stories, examples and humor rather than formulas, and points to Rick Reis's guide on delivering effective lectures.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.