Constructing Your (Intangible Service) Package
Today, we’re going to delve into what it packaging your service really demands. It may help if you keep “The Pure Powder Skiing Escape” from the 1/8/2013 post in mind as we do this.
Building Your Package . . . Step by Step
In this post, I’m going to explain the first 2 of the 9 steps shared in part 3. With this insight, creating a ‘package’ for your service will become much much easier!
Step 1: DEFINE . . . your CORE BENEFIT
Everything you do should be a harmonic reflection of your business’ purpose — as your clients would describe it. And your package is simply a ‘bundle’ of elements that produce that beneficial difference in a client’s life. If you start out with the ‘end’ clearly in mind, then the components that lead someone to that destination become equally clear to you.
Take McDonald’s Happy Meal as an example. That’s a ‘package’ in every sense of the word. Burger. Fries (or, fruit!), drink and toy (God forbid they forget to put the toy in the bag, eh?).
Parents buy Happy Meals (not kids). So what is the real benefit a McDonald’s Happy Meal gives a parent? According to what I can tell, it’s “7 minutes”. Huh? Well, think about it. A parent buys a Happy Meal . . . so they’ll get “7 minutes” to wolf down their own food before their kid drags them outside to the play in the playscape.
Start by focusing on the Big Picture / end result / ultimate benefit . . . it makes building your package a breeze (well, relatively so!).
Step 2: REVIEW . . . Your RECENT CLIENTS
In marketing, it’s often helpful to use a ‘personna’ or ‘avatar’ — a mental construct that embodies or represents the essential qualities of your ‘Ideal Client’ — to write to, speak to . . . when you’re seeking to communicate effectively with your clients.
For example, allow me to introduce you to “Harry”. Harry is a client personna constructed out of the collective experiences of many different clients. He’s the owner of a company that employs 28 people. Harry’s clients are ‘significantly above average’ in terms of their total household income. Harry’s company offers a variety of services to these people. He’s got a lot of competitors to contend with on any given day. Which doesn’t make Harry too happy. Why? Well, lately, his margins have been squeezed a bit because . . . (you getting the idea?).
You want to create a ‘Harry’ (or, Harriet) for your business. It helps you focus on WHO it is you’re building this package for in the first place! Your package should contain ‘everything ‘Harry’ wants or needs and nothing he doesn’t’. But if you don’t know who it is you’re building a package for . . . you’re likely to get it wrong. You may include ‘nice but not critical’ stuff. Or worse, you may (inadvertently of course!) omit something critical to Harry’s enjoying the benefit he’s buying your package to create and enjoy.
Build a marketing personna or avatar based on your best and most recent clients. Keeping your ‘Harry’ in mind as you build your package will make sure it’s attractive AND effective!
Don’t want to wait? Download the full Special Report . . . NOW!