The New Era of Entrepreneurship



We are in the midst of a learning revolution which is having the knock-on effect of a dramatic business evolution.
Consumers are hungrier than ever to know why and how things are done, and are only buying from those who tell them.
This change is happening right now, it’s spread is unstoppable and it’s gaining momentum daily.  Those not willing to jump on board are already getting left behind and closing up shop forever.
It’s time to shift our way of thinking about obtaining and retaining business, time to shift how we provide information about our industry, products and services and shift how we nurture marketplace relationships from the traditional methods of sales and marketing, to using the platform of education as a way to nurture everyone and everything around us – at the same time as our bottom lines.

If you are ready to shift into the new way of doing business, this chapter will explain what your new life and job role as an Edupreneur might look like.

Consumers are hungrier than ever to know why and how things are done, and are only buying from… Click To Tweet

Learners Are The New Buyers

“Houston, we have a problem.”

With those five words, Hollywood got our attention, and millions of us were gripped by the unfolding fate of the Apollo 13 crew.
When it comes to getting our attention, Hollywood really has mastered the art, hasn’t it.
If only we could do the same in business. Because here, we really do have a problem.
And just like a Hollywood blockbuster disaster film, this problem is big, it’s accelerating, and it affects all of us. But this problem is like an asteroid, fast moving yet hidden from view…
For years, business has been undergoing a seismic shift, but it’s so subtle that most business owners haven’t seen it for what it is. So they’re being caught off guard, with no defenses, no answers and very little time to figure a way out before they get crushed by it.

This seismic shift means that audience attention, engagement and trust have become endangered species. And the results are not pretty.

See how much of this sounds familiar:

  • The ‘noise level’ of marketing is becoming overwhelming
  • It’s getting harder and costlier to get your message seen, heard and acted on
  • The number of marketing strategies and platforms are so numerous and confusing that very few business owners have real confidence in what’s best for their business

As a result, the majority of entrepreneurs find that they’re working harder than ever to generate leads, make sales and keep their heads above the water in an increasingly crowded marketplace, and they’re still not getting the results that they’re scrambling for.


Three Big Gravitational Forces on Business Today

There are three main reasons it’s so hard out there.

Firstly, we’re all drowned in information when we are being sold to.  Piles of brochures, web pages, magalogues, service listings and brain-numbing torture videos of someone droning on about a heap of promises he’ll deliver if you click the button and buy it.

But here’s the second major factor. More information has not made us feel more connected or more trusting of product or service providers. In fact, trust levels across business, government, public and private institutions of all types have plummeted in the past 15 years. (There is hard research data on this, but as a quick test, ask yourself: do you trust more, or less, than you used to?).
And thirdly, audiences are bored and jaded with being sold to in the traditional way, which is why they are even more compelled to the methods of the edupreneur.

After all, ask yourself, what do you do when the commercials interrupt your favourite TV or radio show? Or appear between the interesting pages of your favourite magazine? How do you react to unsolicited email or snail mail about someone’s amazing SEO services?

There is so much information out there right now, that people no longer know who to listen to, who to trust and where to spend their money.  The only differentiating factor between them all is who shouts the loudest or has the hardest to ignore stalking campaign.

With so much marketing and sales activity going on around them, the only thing today’s consumers can truly be confident about is KNOWING that everyone wants their money.

Well not anymore.  The emerging edupreneur is rising rapidly much to the relief and delight of their marketplace.
They don’t need to shout, bully, scam or even compete, for they are getting attention in such a way that their customers are seeking THEM.

They are answering the ‘how-to’ questions their audience has, providing explanations, helping them grow and feeding their hunger to learn and understand.  The edupreneur is not a slimy sales pitch to avoid, but instead a sought after resource that is bookmarked and returned to time and time again.
The tectonic plates have shifted, and the edupreneur is firing up above the magma of the melting entrepreneur.

Given these seismic shifts, what chance would you give traditional marketing methods, even when super-charged with social media, when your competitor is seen as the guru in that topic because they are teaching it?
How much would you bank on it attracting new leads and winning more sales for your business when your competitor is showing your consumer how to do it for themselves?
I know what side I’d rather be on.


What Our Audiences Are Actually Hungering After

If your toes are starting to feel the heat, you’ll be glad to know that there is a way out of the ashes, and that there is still time for you to rise yourself out of the smoulder like a Phoenix.

The answer lies in what our prospects and customers really want.
At the most basic level, what’s one of the most persistent questions you hear from customers? “How do I…?” That’s why we have seen such an explosion in wikis, online courses and how-to videos.

Instead of the traditional quick-fire response of “Quick, sell ‘em something before they can think for themselves!”, a growing group of leading edupreneurs are providing something far more valuable, engaging and effective for their audiences, and their bottom line than a good sales pitch…

Education. The kind you really want and can put to use readily, under your own steam.
More than ever, people are hungry for answers – on all kinds of levels. And they want to experience your expertise, product, service or solution before they buy it.
Because of the lack of trust caused by the desperate blood bath of business going on around us in the old way of doing business, they need you to first prove that you have the skills that you say you do.

They need to see for themselves that you really are the expert you claim to be.  And that doesn’t come from shouty promises.
It comes from showing them the strategies, the recipes to your signature dish and the secrets to your topic related success.

By contrast, the traditional response was to keep handling objections until your prospect says yes or gave up and walked away. That approach is wearing really thin, and smart businesses have cottoned on to a new truth.

Welcome To The Learning Age, Where Learners Are Your Best Buyers

Just telling people what we do and what we have to offer is no longer enough to get leads, make sales or create an impact in our industry.

We need to EDUCATE our audience about our topic, not talk at them about our products. We need to empower, inspire and enlighten them with our knowledge and expertise. And we need to be recognised as thought leaders in our field.

Along the way, we need to create interactive conversations with our audience in a way that provides them with immediate insights, tools and actionable information that makes a positive difference to their business and/or their life.
This method of ‘edupreneurship’ not only acts as an invaluable entry point for new customers, it will also see you piling up testimonials and a tribe of raving fans far faster than traditional sales meetings.

We need to EDUCATE our audience about our topic, not talk at them about our products Click To Tweet

Real-World Results of Turbo-Charged Business Growth

The entrepreneurs that have become edupreneurs are seeing that providing informative and results-generating value upfront, is a far more effective approach to building more consumer trust and business, than screaming down their earholes to buy their stuff.

Like the delicatessen salesman who lets you taste the cheese before you buy it, all of the leading edupreneurs know that giving your customers results in advance is the new way of getting business – and that’s what edupreneurs deliver in their content, before going on to teach their customers the full ‘how to’ on what they do.


But What If You’re Not A Natural Born Educator?

There’s even more good news. You can become an edupreneur far easier than you think.

For starters, you already have all of the knowledge your customers need. You are quite likely already an expert in your field.

All you need to do is to extract it from your head and present it in a way that your audience can learn from and get results with.

If you’re not yet fully qualified in your field, you’d be surprised at how much you do know that’s of value to others, that you can start sharing with them. And by the same token, in this Learning Age, it’s easier than ever to upskill, get results and pass on your learning to others.

Your positioning and credibility in the marketplace will skyrocket as a result of sharing your expertise. This approach also generates free exposure, PR and marketing – especially when your audience finds it so valuable that they begin sharing it with their networks and talking about you to their peers.

 Your positioning and credibility will skyrocket as a result of freely sharing your expertise Click To Tweet

Ripples That Extend Around the World, Literally

I recently experienced this amazing effect of edupreneruship when a man I’d never met before, who lives on the other side of the world, had seen one of my free online webinars about edupreneurship.

He had a meeting with a woman he’d never met before and she too had happened to have seen the same webinar and they began talking about me. Despite being strangers to each other, and to me, on the other side of the world, they both came to me and became my clients that week!

At the time of writing this book in early 2017, I was living in a remote community in Western Australia that had a population of just 14,000 people.  Yet I now have clients all over the world – over 9,000 students who are currently enrolled in my online courses from over 130 countries.  Imagine that?  Having an active student list that half the size of the population of your town.

Across my social media channels and email list I have approximately 50,000 followers – people who have chosen to follow me, read my posts and consume my shared content.  That’s a following of almost triple the population of the town that I live in; all thanks to educating my market and generating an impact that spread far beyond the confines of my physical location.

The second you teach others you double your impact, because they are then armed with skills, knowledge and expertise that they will use directly or indirectly to help and serve others with.

As soon as you press ‘publish’ to that educational content in an online capacity, immediately opens it, and you, up to over 3 billion internet users worldwide.

Edupreneurship makes changing the world quite possible for anyone.

Edupreneurship makes changing the world quite possible for anyone Click To Tweet

Finally, True Differentiation

Educating your audience also gives you exclusivity in a blue ocean, as you raise yourself above all the other people who are just talking about their topic, and leverage yourself as the only one who is teaching people how to do it.

This automatically increases your influence, leads, impact and ultimately your earnings.  Before long, you position yourself as the go-to expert in your field, the guru (in the original sense of respected teacher) who teaches us how to do what you do.

This is when your small efforts to prime the pump generate a growing flow of customers coming to you. No more scrabbling for table scraps. Ever.


We Do Need More Education

Are you realising this seismic shift in business, and on the flip side, the tremendous opportunity for meeting the growing hunger for valuable knowledge?

Are you beginning to see how being an edupreneur is a far more valued and lucrative place to be than a business that just ‘tells and sells’?

We need more edupreneurs. The demand is huge, and so are the rewards, financially and on so many other levels.

And you can become an edupreneur – far easier than you think.

Edupreneurship is the new Entrepreneurship and the time is now.

Are you ready to hop on board?

Edupreneurship is the new Entrepreneurship and the time is now Click To Tweet

About The Author

sarah cordiner

Sarah Cordiner is the Founder of Edupreneur Magazine and CEO of MainTraining.

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