Итак, вы определились с ЦА своего инфопродукта и «болями» клиента (См. статью “СОЗДАНИЕ ИНФОПРОДУКТА: Часть 1 Определение своей ЦА и ее «боли»”).

Следующей стадией на пути создания нового продукта является определение его содержания, то есть того, о чем мы будем говорить и чему мы будем учить участников обучения.

Метафорически говоря, если «боли» клиента – это поставленный нами диагноз, то содержание инфопродукта, например, тренинга – это предлагаемый нами рецепт «лечения» «боли» клиента.

Причем «лекарствами» в этом «рецепте» будут:

  1. Какие-то новые ценности и установки, прививаемые в процессе обучения его участникам;
  2. Различная информация и знания, которые получают участники обучения;
  3. Конкретные навыки.

Причем в любом инфопродукте должны быть все 3 вышеуказанных способа “лечения”. Перекосы не в пользу какого-то из аспектов не дадут участникам обучения того результата, который может быть, если все лекарства в рецепте дополняют друг друга и правильно дозированы.

Например, бывает, что посещаешь мероприятие, заявленное как «тренинг», а на месте получаешь просто красивую лекцию, дающую много знаний и, возможно, инсайтов, но не прививающую никаких навыков. Или наоборот, участники мероприятия много чего сделали и много чего узнали в процессе обучения, но не были замотивированы на применение полученных знаний и навыков, т.к. им не говорили об их ценности.

Итак, что мы делаем? Мы должны четко представить себе, с какими знаниями, навыками и осознаниями/ценностями закончат обучение его участники. Другими словами, что будут иметь участники обучения на руках по итогам его завершения.

Поэтому, при определении содержания инфопродукта, постарайтесь хотя бы по 5 раз продолжить каждое из этих трех утверждений:

  1. В итоге обучения участники осознают/поймут (что?) …
  2. В итоге обучения участники узнают (что?) …
  3. В итоге обучения участники научатся (чему?)…

Например, если мы хотим провести тренинг на тему «Продажи VIP-клиентам», то важно чтобы участники тренинга:

  1. Осознали, как важно в работе с такими клиентами применять особый подход.
  2. Узнали, что такое «особый» подход, как его демонстрировать: в поведении, словах, жестах. При этом опять же осознали важность того, чтобы «особый» подход был именно таким, каким предлагаете и видите его вы, и были согласны его демонстрировать.
  3. Попытались сделать что-то по-другому: например, говорить комплименты, предлагать кофе и т.д.

Причем «танцуем» мы всегда, как правило, от навыка. То есть сначала определяем те навыки, которые мы хотим привить в процессе обучения, а потом решаем, какие знания для этого нужно дать участникам и как их замотивировать на применение этих знаний.

Таким образом, обучение у нас будет идти по следующей общей схеме:

  1. говорим о важности конкретного поведения/навыка (например, о важности говорить комплименты) – помогаем осознать ценность навыка, т.е. создаем потребность его сформировать.
  2. потом говорим и показываем, как демонстрировать соответствующее поведение (т.е. как говорить комплименты) – даем знание/схему/технику, необходимую для формирования навыка.
  3. далее объясняем, почему важно, чтобы была применена именно предлагаемая нами схема поведения (например, почему комплимент должен быть именно таким, как даем его мы, или почему именно наш метод комплимента работает, а другие нет) – объясняем ценность нашего знания/схем/техники
  4. в конце концов даем участникам возможность попробовать продемонстрировать то поведение, которое мы им предлагаем (например, предлагаем участникам попробовать проговорить комплименты друг другу по нашей схеме) – формируем навык, т.е. отрабатываем его на практике.
  5. даем обратную связь и обсуждаем результаты.

схема

Ваша Лидия Спевак

бизнес-тренер, коуч

«Я помогаю другим коучам и тренерам создавать их собственные уникальные инфопродукты!»

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