What is a ‘Package’ . . . Really?
Unlike packaging for a tangible product — think ‘Book Cover’, the package for your intangible service is totally different. It’s not some container into which you pour your service, it’s not an image you use to promote your service and it’s not a set of ten (10) cassettes in which your service can be sold.
So, what is it? Good question. Here’s a good example to show what I mean:
“The Pure Powder Skiing Escape”
If you’re a serious skier who’s tired of the crowded, packed powder runs of New England and you yearn to ski in the wide open spaces . . . one day you make a decision to visit your friendly old travel agent. Once you’ve told her about your disappointment with the heavy crowds and the packed powder problems you’ve had skiing in New England, you hear, “I’ve got exactly what you want –– The Pure Powder Skiing Escape! (feeling excited already?)
It’s seven days of deep powder, no crowds, no phones, no fax machines, no kids (your option) and no demands on you except to have a great time! We’re talking Utah here — where the powder is deep, the crowds are gone and the people are great.
The Pure Powder Skiing Escape includes your airfare, hotel, and all lifts. You can stay at any one of six lodges and ski any day at any of three top-rated ski areas. Or, for an extra $450 you can have a 3 bedroom, fully furnished condo that’s just a 5 minute walk to the base lodge or the tri-area transportation bus station.
I can also include a meal plan that provides a hearty breakfast and dinner each day if you wish. Sound good or would you like the option of exploring the local restaurants on your own? (Yeah, I thought you would, too.)
To get around the area we include a mid-size rental car with free mileage; an upgrade to a full-size luxury car is just $85 more. If you like we can include some optional activities: ski lessons: group or private as well as horseback riding or snowmobiling day trips in the high country. Not for you, huh? (I understand . . . been there / done that. I get it!)
Now you can leave any day Monday through Friday. And, we include without charge, door-to-door limo service and all ground transportation in Utah. Naturally, we handle all baggage checks for you. The basic price of The Pure Powder Skiing Escape is $3,200 or $4,000 per person if you fly first class. You can charge it on your credit card — we accept American Express, Visa, MasterCard, Discovery and Diners Club. So now . . . the only question I’ve got for you is this: “When do you want to go?”
My friend, THIS is what I call a powerful package!
If you’re a serious skier who’s had it up to here with crowded trails and packed powder skiing, I’ll bet this ‘package’ of travel services is very, very compelling, right? Could YOU do the same for your particular expertise? If you’re not sure, we’ll examine why this package ‘works’ and how you can apply the same principles to achieve success in packaging your expertise, too.
To recap this PART 2 on Packaging Your Services:
• a ‘package’ provides what your Ideal Client wants
• a ‘package’ includes everything needed to do that
• a ‘package’ is the FIRST thing a client gets from you!
In PART 3, I’ll deconstruct the Pure Powder Skiing Escape — so you can do the same
Don’t want to wait? Download the full Special Report . . . NOW!