“How do I actually package what I do?” is a frequent question when you want to share your passion with the world. Underneath the question is “How on earth do I actually get people to pay me for doing what I love?”
Here are three simple steps to make sure you’re offering services in such a way that people actually want to part with their cash:
Bring an ideal client to mind. This is someone you’d like to help and you feel confident that you could. They might be a real person you know, or a strong fictional concept of your ideal client. Either way, focus your attention on them. Write their name down and draw a little stick person to represent them.
When I did this with my client J, a public speaking confidence coach, she imagined a colleague she’d met at a networking event.
With this person in mind, ask yourself:
What are their needs – in their words?
Draw little thought bubbles coming out of your stick person’s head and fill them in with your answers.
Here’s a great way of approaching this question:
What would they say to their partner or housemate at the end of a day when their issue
had raised its ugly head?
Try these sentence starters; how would they finish each sentence?
“I hate that I…”
“I’m so fed up with…”
“I just want to be able to….”
For example, “I hate that I don’t have clarity”, or “I’m so fed up with not looking and feeling my best when I meet prospective clients”, or “I just want to be able to write this freakin’ book!”
Be very literal: the title for your package reassures your prospective clients that the service will do what it says on the tin. Your prospective clients will immediately know they’ve found what they’ve been looking for.
J’s ideal client would bemoan the fact that they can’t stand up with confidence at networking events, so she’s called her package… guess what? “Stand Up With Confidence at Networking Events”!
You know your ideal client’s goal. You also know you’re equipped with your fantastic talents and methods. So, now ask yourself:
What’s the most effective way of getting them to that goal?
Imagine someone has just asked you for directions to the train station; you’re going to prescribe the best route. Don’t throw in fluff; they’ve got a train to catch, don’t offer the scenic route. Stick to the essentials that will help them reach their desired results.
For J, her package was simple: 2 x 1 hour coaching sessions on consecutive weeks, which could take place by phone or by Skype or ideally in person.
Her package now has a name and a format.
Once you’re clear on exactly what you’re offering, it’s time to price your service or product. It’s wonderfully effective to use resonant pricing, which you can learn about in chapter 4 of Turn Your Passion to Profit, along with more description and examples about how to package what you do.
My client J had previously spent months going back and forth about what to offer and at what price. In one session, we were able to get her clarity about a very straightforward, easy-to-market package which she was delighted to offer and felt very confident to speak about.
Over to you
What’s the coolest package you’ve ever come across? What was it called and why was it so compelling? Feel free to tell us about your own offering, either if you’ve already done an awesome job of packaging what you do, or if you’d like this community’s help with naming it.
So, leave a comment below, let us know.
© Corrina Gordon-Barnes 2012