Before jumping into the secret sauce with you in this post, please join me in thanking everyone who read the previous posts and sent “likes” plus comments, plus emails and clicked into the subscribe link. What I write about next is totally coming from you—the ones who have a voice and participate actively in this conversation.
Here’s what I’m hearing from many of the owners and boards of directors of certification enterprises. You have built one or more certification programs and you believe so passionately in the mission and profession you serve. You have data that shows there are so many more who could qualify and take your test than the numbers showing up on your doorstep to inquire or even step into your certification process. Why aren’t they loving this certification like you do? Why are they making excuses to do anything but get your certification?
Let me say this as plainly as I can. The smartest and most successful certification business owners spend considerable time and thought on their brand promise: Why do they exist and what experience do they provide that makes people commit to getting their certification, no matter what? Communication is the secret sauce and it’s the most overlooked, misunderstood and barely budgeted element of the certification world. “Build it and they will come” only happens in Hollywood.
Let’s keep talking about this until you get it right. Communication is not like a vaccine where you get one shot of communications help and that makes you effective all year long. The programs that grow and hit or exceed projections each year are the ones that spend more time and money on communications and customer pipelines than they do on creating and delivering tests and preparation courses. Let that sink in. The greater return is on communication and connecting with customers and supporters than on internal exercises such as building another test or going through the accreditation process. It’s so basic and such a strong truth: The funds to fuel all of those internal and operational exercises with committees and meetings (overhead expenses) comes from customers and the fees they pay you (revenue).
Are you ready to commit more to communications, or are you hunkered down in denial?
Get out that shiny, new communications plan you wrote for 2018 and let’s walk along this path of success, together, checking to see if you have the right stuff—the secret sauce, to build your credentials business.
How did you do? Still with us and scoring high on all seven ingredients of the secret sauce called communication? If you’re not too happy with some aspect of your current communication path, perhaps it is time for an overhaul of your communications core. That core system shapes your perception — that is your interpretation of events — and the way you choose to react ends up dictating the course of your year. Send an email to me if you think we make sense for your communications plans or if you want to show me how you did on your seven ingredients.