Fairly often, in workshops, the question (and it’s a very good one) comes up: “What if I can’t guarantee a result?”
That question usually emerges from the shiny palace of conversations about creating guarantees, and better than risk free guarantees, doing clever and bold risk reversals etc. But, of course, not all kinds of work are suited for these kinds of marketing manoeuvres.
Recently, in the Meantime Program I’m leading, someone shared the following comment which contains this same admirable problem.
“It’s difficult/impossible to predict an outcome from Reiki treatments. There are 2 reasons for this: 1. If I did identify a specific condition that Reiki could help people with I probably couldn’t advertise the fact due to the Advertising Standards Agency not accepting that Reiki is effective for any medical condition (without the ‘robust’ research to back it up they say it’s not acceptable). 2. Probably the stronger reason is that what happens as a result of Reiki treatment is not predicable because it’s not under my control: what the Reiki energy does for each individual depends on their sub-conscious need on that particular day. I cannot, in all integrity, promise any specific result, because I don’t know what it will be. I know that I can offer a compassionate, non-judgemental healing space where change is possible, but nothing can be guaranteed. There’s a more predictable outcome for people I teach Reiki to: that they will have healing in their own hands. So should I focus on this instead? However that doesn’t really work in terms of the funnel because most people need to receive treatment first.”
So, in this case, she can’t advertise to treat a specific condition because a) it’s illegal and b) it’s unpredictable.
Then, the basic pitch is, “Here’s the art I make. If you like it, great. If not, I bless and release you.”
But, for this to become a solid business, one of those needs to move.
- no niche: as you can see above, the lack of a niche means there’s no particular journey being offered. This makes it impossible to guarantee anything. Because there’s no ‘thing’ to guarantee.
- incompetency: real talk. It’s very easy to hide incompetence underneath a blanket of jargon and bullshit and claims that the process is unknowable. Facilitators, consultants and healers do it all the time. But, as shaman Martin Prechtel said, and I’m paraphrasing, “If people don’t get better, don’t call yourself a shaman.” Not that it’s controllable but, if there’s never any measurable or noticeabable result, then who are you kidding?
- a need to reconsider what can be: you can’t guarantee everything, but there are often parts of it that you can. The whole conversation around guarantees is bigger than this blog post can handle but, in this context she might be able to guarantee that she’ll do everything in her power to make the space as compassion, non-judgmental and healing as possible. She could even get specific about how she does that. She could set agreements between herself and her client that would have them feel safe. She could guarantee her part of the process (e.g. ‘I commit to spending 30 minute in meditation at the start of each day and showing up to sessions well rested. I commit to continuing to grow in healing my own life. I commit to continuing education’).
- a need to get your clients to guarantee things: sometimes we can’t guarantee things because our clients actions are out of our control. You can make it clear what you need from them for the results to happen as promised and, if they’re unwilling or unable to do that, that you are free from any promises you made. That could look like committing to some basic health and stress relieving tactics everyday. It could look like showing up to sessions on time. Being willing to do some reading.
So, if you’re stuck with this question of how to guarantee your services, consider that it might not be the real question at all.