by Elizabeth Genco Purvis
In a recent article, I wrote about a common mistake that soul-based business owners make when creating their packages: Not creating packages or programs that solve a specific problem.
There’s another mistake that soul-based business owners make that’s just as damaging: giving too much away in their programs and packages.
Believe me, I know how tempting it is to stuff, stuff, stuff your packages full of “stuff.” (It’s one of my personal bugaboos as a coach and copywriter.) Trouble is, all that stuff is overwhelming for your clients… and it’s actually a form of discounting in disguise.
Instead, select ONE problem to solve. Not 2 problems, not 3 problems - just one problem. Selecting one problem to start is being of service to your clients AND you.
1. Focusing on one problem helps your clients get into action. When clients get into action, they get results. That small success is going to create momentum for them. They’ll get excited when they see progress, which will help them create more progress. And (ta da!) they’re going to want to continue working with you, because you helped create that success for them.
One of my mentors likes to say, “Success leads to more success.” There is almost nothing that builds your business faster than the success stories of your previous clients.
2. Focusing on one problem allows you to streamline your solution, which takes up less of your time. It may make you roll your eyes, but the truth is, your clients want their problems solved quickly and easily. Remember, one of the biggest problems for people today is overwhelm. Instead of bogging down your clients with a lot of “stuff” - also known as “giving away the farm” - focus on the first step. When they’ve got that handled, you can (and should!) invite them to take the next step.
A streamlined, quick solution is highly valuable to your clients. When you provide massive value in a shorter period of time, you’re serving more… and you can ethically charge more.
3. A shorter, more focused package is easier for your new clients to say YES to. Let’s face it - big problems are intimidating. They also require a higher level of commitment, both in time and money, on the part of your clients.
Often, your clients perceive these big leaps as risky, especially if they’ve never worked with you before. When you help them get momentum with a single problem, they become ready for the next step. (Success leads to more success!)
I know you might be thinking, “Okay, well, what if I solve a HUGE problem that requires a lot of time, commitment and resources?” Answer: chunk it down to a smaller problem that is easy for your clients to say yes to.
For example, a wellness coach might work with her clients over a period of 6 months, 12 months or more to change a lifetime of bad habits. That’s a big commitment! So what’s an easy way for someone to get started?
Here’s one possibility: a personalized fridge makeover. In just a few sessions, a wellness coach could support me in making over my fridge so that I always have healthy food on hand. She could help me create shopping lists tailored to my tastes, full of food I can easily find at the grocery store, so I’m not running all over town to a zillion stores.
Believe me, once I had the fridge thing handled, it’s very likely I’d be eager to take the next step with that coach. (Can you tell that this example comes right out of my own experience? *grin*)
Will you offer longer, more intensive packages and programs? Of course! Will these packages and programs solve more than one problem? Entirely likely. But not everyone is going to be ready to commit to the big solution. Your “one problem” packages make it easy for clients to get started, get results, and experience your brand of transformation.
So what’s ONE problem that you can help your clients with today? I’m willing to bet a milkshake (my favorite wager - you can see why the fridge thing is a problem!) that you have at least one or two people in your tribe who could use your support with that problem. My coach’s challenge to you: give them the opportunity to say yes to getting that problem handled.
Ready to learn how to create irresistible programs that your clients can’t wait to sign up for? I reveal all in my ”Clients And Cash Flow Secrets” teleseminar series, beginning on October 27. Reserve your space here: http://www.ClientsAndCashFlowSecrets.com.
© 2009 Elizabeth Genco Purvis. All Rights Reserved.
Elizabeth Genco Purvis, “The Marketing Goddess” teaches spirited solo business owners and conscious entrepreneurs how to attract an abundance of clients, income, freedom and satisfaction in their business while staying true to their values. Visit MarketingGoddess.com to claim your copy of “Grow Your Business With Spirit And Soul,” a 7-part audio workshop with everything you need to begin attracting more clients right away.