Small business owners will have a unique opportunity to work on their marketing systems when CreativeLIVE hosts John Jantsch of Duct Tape Marketing for a 3 day, live, online workshop.
During the 3 day workshop, John will lead a small group of business owners through the process of creating a small business marketing system. That workshop will be streamed live over the internet and will also be available for purchase after the event.
CreativeLIVE provides free live online workshops taught by world class experts. creativeLIVE was started by sports photographer Chase Jarvis and his partner, Craig Swanson. They wanted to create an online space where professional photographers could teach specific skills in multi-day seminars to aspiring photographers via live video. Since it began in 2010, more than one million individuals from over 200 countries have participated in creativeLIVE’s free online seminars.
Instructors on creativeLIVE have included New York Times and Wall Street Journal bestselling authors, Pulitzer Prize winners, Emmy nominated directors, and many other award-winning professionals.
CreativeLIVE offers courses in 6 different categories:
- photography
- business
- software
- design
- video & film
- lifestyle
John Jantsch will be conducting his 3 session workshop on June 26th, 27th, and 28th. Here is an outline of the topics he will cover in each session:
- Day One: STRATEGY
- Strategy Business Model
- Perfect Marketing Strategy
- Inbound Marketing Model
- The Marketing Hourglass
- Day Two: CONTENT
- Content and Lead Capture
- Blogging and SEO
- Email and Social Media
- Mobile, Conversion, and Analytics
- Day Three: ADVERTISING / PR / REFERRALS
- Advertising and PR
- Referral Generation
- Selling System
- Tracking and Planning
As I mentioned above, you can watch the workshops ‘live’ on those dates or you can purchase assess to the recorded courses after the event.
For more information about the workshop, visit the Duct Tape Marketing page on creativeLIVE.
I, along with a number of my Duct Tape Marketing colleagues, will be hanging out in the chat room, so be sure to swing by and say “Hi”.
Constructing Your (Intangible Service) Package
Today, we’re going to delve into what 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 . . . Steps 3 – 4 of 9
In this post, I’m going to explain Steps 3 and 4 of the 9 steps shared in part 3. With these insights, creating a ‘package’ for your service will become much much easier!
Step 3: IDENTIFY . . . Specific PAIN/s of Your Ideal Client
As important as it is to have an ULTIMATE benefit or goal in mind, in this step you drill down a bit more and get a lot more specific about what issues, frustrations, concerns, irritations, etc. your service package might address.
When you consider your Ideal Client (remember, “Harry”?) you’ll quickly realize that he or she may want a ‘big’ beneficial outcome from you but that may require achieving several smaller component goals. For example, a financial planner’s client may want to ‘retire with an income that supports a decent lifestyle’. But making that bigger goal possible may require more specific goals to happen. Such as:
• Having a guaranteed income in the event a client is unable to work
• Avoiding the catastrophic loss a long-term illness suggests
• Tax planning to legally reduce taxes and maximize income
• etc. etc.
Each of these ‘component’ goals suggest different ‘packages’ of applied expertise that, in total, contribute to producing the ultimate benefit a client desires — to retire with sufficient income to support a decent lifestyle.
POINT:
Build a package for EACH specific outcome that a client wants from you.
Step 4: REFINE . . . Your BENEFIT for Specific Groups of Your Ideal Clients
In step 3 (above) you saw how an ‘ultimate’ benefit is actually made up of one or more ‘supporting’ benefits. But when you consider specifically WHO you’re seeking to attract with your package, you’ll begin to see how each group of clients wants to enjoy your ultimate benefit . . . in their own unique way.
Remember the “Pure Powder Skiing Escape”? That’s a specific package for a specific type of client — the corporate traveler who wants a ‘civilian’ holiday where skiing is the ‘main event’.
While the same level of amenities is still desired by the travel agency’s business traveler client, this package addresses how this same client wants to get away from it all on their vacation vs. a business trip. If you go back and review what this business-traveler-on-vacation package offers, you’ll see it’s specific in WHAT it does but is still mindful of WHO is going to get to enjoy it.
In this step, you want to consider your Ideal Client and the Ultimate Benefit they want but . . . choose a specific benefit that contributes to that ultimate benefit and build your package to provide that outcome or result for your client.
POINT:
Every package is built to produce a specific benefit that contributes to and is supportive of the ultimate benefit a client is seeking from you and your problem-solving expertise.
Don’t want to wait? Download the full Special Report . . . NOW!
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.
POINT:
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.
POINT:
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!
