I attended an informational seminar yesterday, which reminded me of classes on the first day of school.
The subject was a financial services firm’s offerings.
The presentation was 10 minutes late starting.
The sponsor didn’t introduce the presenters.
The presenters, a man and a woman, didn’t introduce themselves.
The presenters did not summarize what the firm’s primary service is.
The presenters, did not say where the firm is located, how long it’s been in business, or give any authority to vouch for the firm’s reliability.
The presenters talked to the sponsor and one person who used their service.
The male presenter kept asking if anyone had questions, but no one did.
About 45 minutes after the scheduled start of the session, the man passed out complimentary pens. I didn’t want one, so I left. As I left, I asked for one of the plump folders of printed materials they had not distributed.
The materials were just forms for accessing the company’s services, but nothing about the company or its services or its credibility.
There was, however, in tiny print on the back of the folder, contact information, including a website address that opens to a very attractive landing page. The single-page website explains in accountant-speak what the company does.
The site does not link to authoritative government sites.
It does not offer any testimonials from satisfied clients.
That reminded me of school.
That’s like the first day of school because…
Teachers expect students to know why they should trust their teacher’s expertise.
Teachers expect students to know how they’ll profit from taking those teachers’ courses.
Teachers keep asking for questions from students who have no idea what the subject is about.
Teachers have printed materials for students’ use that provide no benefit students recognize.
Teacher-speak doesn’t tell students how a course is relevant to them.
Teachers’ don’t offer any testimonials from satisfied students.
© 2021 Linda G. Aragoni