"Free" is a four-letter word that many people shy away from. But what if I told you that working for free could be the key to unlocking your dream opportunity, and earning more money that you ever thought possible? Let me tell you about how I did exactly that for one of my hardest working clients.
For the sake of anonymity we are going to call him Steve. The entire story is lengthy but what you do need to know is this...Steve was successful in his career as a human resources Manager and he got paid reasonably well too. But like so many people, he wasn’t happy or satisfied.
He yearned for more, a different path, one where he could become an inspirational speaker and trainer, and share his knowledge and experience with others. (He was particularly interested in helping young people and sharing his lived experiences from his own difficult upbringing, and putting them on the right path.)
An admirable aspiration, and a client who I could tell immediately had the drive and potential to succeed. And after my initial consultation it was clear that he was a serious dude.
But there was a catch: Steve had no contacts outside of his organisation of which to use to get himself a foot in the door of this type of training work.
But he did have plenty of experience though in his previous role as a part time Youth Worker. But the money was too low for him in that field as a general helper so he had been forced to pursue his career in Human Resources.
But, he also had a strong skillset of which to work with and build on. The next step was getting that knowledge out of his head and turning it into content. But first he needed to know the market intimately.
Let me jump ahead a little but here for the sake of brevity.
Eventually, with my coaching, support, and guidance, he transitioned into becoming a top freelance CPD (Continuing Professional Development) training provider, as well as an in demand speaker. But it did not happen overnight.
And the road to success, my friends, is always a winding one, and this took time and considerable effort. I always tell it as it is. Nothing comes for free without some serious hard work - especially in that all important first year.
Let me tell you how he did it, and how I supported Steve in doing so. These lessons are equally applicable to any niche. The 'bad' news. Get ready to do some free work. The good news. It doesn't have to be free forever.
Ready? Lets rock and roll...
Why The First Few Months Are Often The Most Difficult
When Steve first approached me, he was itching to move into speaking and training but was concerned about his lack of contacts or experience.
The first piece of advice I gave him was to stop focusing on what he didn’t have and start building what he could offer.
We knew we had to create something new, something that would show potential providers that he was the real deal even without an existing track record.
Before he got creating we started with communication, sales and storytelling skills, the foundation of any good trainer. Steve coached himself relentlessly with my help, fine-tuning how he presented and structured information.
Story telling, sales skills and learning to read an audience were all key areas in which I coached and cajoled him. Mindset was not an issue and his 'why' was strong enough already. These are always the two pre-requites that need to come first in usual circumstances.
Steve had already done more personal development courses than I have had cups of Coffee (and trust me, that is a lot) but i got him to sign up for even more.
So he enrolled on every dang course he could find in his areas of interest as well as every bit of youth and community work training that he could find as well. Qualifications are important, but they don't have to be a Degree. That's often little more than a very expensive work permit.
I needed him to dissect what made each one of these courses good, and specifically how and where he could improve upon them.
And I have to tell you, that very little in this life is ever completely original. But you don't need to reinvent the wheel in order to be successful, you just need to make it that little bit better or unique...
And so for the first three months between coaching sessions, I helped Steve to start by building a portfolio that showcased his newly honed skills.
He created a seminar for professionals. And i think he thought I was a little bit crazy getting him to do this. But I had a plan.
And in whatever field you are in or looking to enter, anybody can do this. Create content, write blogs, make videos, anything that demonstrates your expertise. But you always need a core nucleus of something that is going to make you stand out. And i knew that for Steve this was his story.
He already knew his ICP and exactly what he wanted to train people in. (Young peoples mental health and motivation in general)
Then, here is the bit that he didn't like. I suggested (well told him) that he would need to offer to do the first few projects for free. You might not like hearing that either in fairness...BUT,
This not only builds your portfolio but also opens doors to paid opportunities.
Challenges and Solutions: The biggest challenge here is the time and effort required. Steve juggled a full-time job while creating his first training content. It took him three and a half months of intense work to get it done, and there were moments when he wanted to give up.
He had doubts. Why would already established professionals listen to him? How would he make a living from all this? But i knew that his story was strong enough to stand out.
Did he get much sleep during this time period? Did he heck. But i promise you, if your goals aren't big enough to inspire you to also make this sacrifice, your goals need some serious upgrading.
The solution? Break your tasks down into manageable chunks. Celebrate small wins to keep your motivation high, and always keep the end goal in sight.
From Resistance To Rapture
Steve was initially against the idea of offering his first training sessions for free. “Why should I give away my work?” he asked. It’s a valid question, and one that many aspiring entrepreneurs wrestle with. But here’s the kicker, doing something for free isn’t about devaluing your work; it’s about showcasing it and building up credibility and testimonials.
How We Did It: I first got Steve to create a session which he ran at local youth clubs and churches for all of their staff. He crashed and burned the first two and was feeling very much like giving up. But he persisted. And it stood him in very good stead. He shared his background and many of the skills which he had honed and developed from our coaching and the courses he had participated in. And he used all this to continue to build his own.
Like I told you, this isn't about reinventing the wheel, this is about taking your own unique lived experiences and perspectives and packing that up in a way that resonates with your target audience.
During this time he continued to hone his offer - and reasonably soon he was ready to roll again and this time with a far sharper honed skillset and content portfolio.
I should also mention that every month we would target a number of very well well-known CPD providers and we pitched Steve’s training content for professionals. Crickets. No response...Hmm.
We continued to persist and after another two months. We got somewhere! (a medium size provider was impressed enough with his portfolio to give him a chance to prove himself) And this is usually exactly how it happens.
He delivered his first course for those guys for free as well, all about creating rapport with young people and talking about what he had been through when younger. He was also getting paid by this point for his evening gigs - still training professionals, though the money was relatively small. But he was improving every time and gaining experience as well as feedback from every session he facilitated.
We packaged this so as to be positioned as Mental Health Support For Professionals Working With Young People.
And the feedback was eventually overwhelmingly positive. This wasn’t just luck; it was a calculated move to get his foot in the door. Once people saw what Steve could do, they eventually eager and willing to pay for more. And once you have that credibility and track record, its an entirely different pitch the next time that you make one.
How To Do This: Identify all the key organizations in your field where you could offer a free service or product. Make sure it’s something you’re proud of, as this will be your calling card. After delivering, ask for feedback and testimonials, and use these to secure paid gigs.
Once you do, doors open and eventually Steve secured a serious contract. But we will get to that shortly.
Challenges and Solutions: The major challenge in the first three to six months is self-doubt and the fear of your dream not working.
To surmount this, you need to reframe your thinking: see this as an investment in your future, not a loss. Set clear boundaries on what you’re willing to offer for free and ensure there’s a follow-up plan to convert these opportunities into paid work.
And I am telling you now that a good coach is invaluable during this time period. You will need resilience and someone to hold you accountable and to keep you motivated. And it doesn't have to be a coach or a mentor...But family, even with the best intentions are usually the first to encourage you in pursuing your dreams, until about month three, when most people still haven't yet earned a single penny. But my experience has shown me that this is most important time to stay strong.
How Do You Handle Burnout While Pursuing a New Business?
Now im a hard working person, and Steve was (and im sure still is) as well. We haven't spoken in a while, but I will never forget his level of determination. But that being said, burnout is like that uninvited guest who shows up at the worst possible time. But what if I told you it’s not just inevitable, it’s manageable?
Steve’s first few months as a freelance trainer were intense. The thrill of landing his first few gigs were quickly overshadowed by the reality of managing time, energy, and a growing list of responsibilities. He was burnt out, and it showed. Having to take sick days and book holiday time from his job in order to deliver his training was getting him down. But i told him - stay at it. Eventually he would be able to pivot online anyway.
Time Is Of The Essence: We took a step back and focused on time management principles. He was reluctant at first, like many of us, he felt that every minute not working was a minute wasted. But the truth is, working smarter, as well as hard, is what gets you ahead.
How Important Is Feedback?
Imagine trying to navigate a maze blindfolded. That’s what it’s like to develop a new skill or business without feedback. You might get there eventually, but it’ll take a lot longer, and you’ll probably bump into a few walls along the way. Thats where the coaching comes in to play.
Feedback was a crucial part of Steve’s journey. From me and in fairness from others. But check this out -
The initial feedback from his courses and speaking engagements were not just positive; they were insightful. There were things he could improve on though too, and that’s where the real growth happened. By the time he ran his fourth and fifth and sixth, his confidence was sky rocketing.
Steve and I reviewed every piece of feedback he received, both positive and negative. We used it to refine his content, delivery style, and approach. This wasn’t just about getting it right; it was about making sure that every course he delivered was better than the last.
Actively seek feedback after every project. Don’t just ask for general opinions, ask specific questions about what worked, what didn’t, and how you can improve. Then, act on that feedback. This continuous loop of improvement is what will set you apart in any field.
Challenges and Solutions: The main challenge is taking criticism without taking it personally. It’s easy to get defensive or discouraged, especially if you’ve poured your heart and soul into your work. To overcome this, remind yourself that feedback is a tool for growth, not a judgment on your worth. Separate the feedback from your identity, and use it to get better.
How Do You Know When You’ve ‘Made It’?
The elusive moment of ‘making it’ - is it a single event, a feeling, or something else entirely? What if I told you that ‘making it’ isn’t about arriving at a destination, but about the journey itself?
For Steve, ‘making it’ came in stages. But his real breakthrough came when he was hired by a well-known provider to produce a series of microlearning courses. Three of the seven became some of the most requested in the company’s portfolio. But even then, Steve didn’t feel like he had ‘made it.’
I was shocked - as less than 8 months before this he hadn't even written a course. And he was already earning good money from what he was now doing - albeit as a side income at the time that this was taking place.
The real turning point came towards the end of the year, when Steve was offered a full-time position as an in house trainer with one of the very same companies that didn't even respond right at the start of his journey!
But we had persisted and sent out his updated materials each and every month along with his testimonials. The fortune really is in the follow up!
Now you know me, im all about the freedom of being a business owner. But im also not against a job - as long as its one that you are passionate about and is following your dream, as opposed to building somebody else's.
For Steve this was mana from heaven, and at the time he was so happy that he gave his notice in the very next day. I love that !
It wasn’t just about the paycheck; it was the recognition that he had transitioned from a struggling would-be entrepreneur to a sought-after CPD trainer now being paid handsomly for doing what he loved. But even then, we talked about how ‘making it’ is not a finish line but an ongoing process of growth and learning.
So here is what I want you to do now also.
Reflect on your own journey and define what ‘making it’ means to you. Is it about financial stability, recognition, personal satisfaction, or something else? Write down your thoughts and revisit them regularly. This will help you stay focused and motivated as you continue to grow.
Challenges and Solutions: The challenge here is the constant moving of the goalposts. As you achieve one goal, another one appears on the horizon. To manage this, learn to celebrate your successes, no matter how small. Recognize your achievements and take time to enjoy them before moving on to the next challenge.
Conclusion: The Many Routes to Success
Steve’s journey to CPD trainer is a testament to the fact that there is no single path to success. It’s about being adaptable, willing to learn, and open to unconventional strategies. It’s about taking risks, handling setbacks, and staying committed to your vision.
So, what’s the takeaway? Whether you’re looking to transition careers, build something new from the ground up, or simply get better at what you do, remember that the journey is yours to define. And with the right mindset, guidance, and a bit of grit, you can achieve far more than you ever imagined possible.
Until next time, stay focused, stay positive and stay building.
Yours, 💘
Michael Masters - The Info Architect
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