Creating No Brainer Packages People Can't Resist - Ellyse Colson

Website: www.thesustainablebusinesscollective.com

Instagram: www.instagram.com/ellyse_colson_

00:02 Hello, my name is Ellyse Colson and I am a business coach for one to one service providers who want to be creating consistent 5K months in the simplest way possible without a whole bunch of fluff, without a bunch of digital products. They just want to do it in a way that means they're serving clients and doing it really, really well and not having to like overcomplicate their lives.  

00:26 I am here today to share with you how to be putting together no brainer packages that your ideal clients just like can't resist. And I'm doing this in a little bit of a different way than maybe you're used to. I have this program called five K Accelerator and it's this like really short 4 module course that essentially walks you through some of the missing pieces that you might be missing in your business to be creating this consistency.  

00:56 And one of those things is putting together these no brainer packages. And So what you're going to see in this presentation is the compilation of three of those lessons put together that walks you through how to take your services and turn them into offers. It's going to walk you through like what exactly needs to be in your packages and like what the heck we're even doing so that you can talk about your packages in a way that brings clients in, that makes them super duper ready to say yes to you before you even get on a call. So I hope you enjoy this if you have any questions, feel free to send me an email.  

01:40 I am a live human being. I will absolutely answer those questions that you have. And when you hear reference to the 5K accelerator, it is talking about the program as a whole. So just wanted to give you that heads up, make sure you are prepped and ready and I hope you enjoy. When I talk with service providers like you, the biggest thing that I see, especially because you know who you're serving and you know how you're serving them.  

02:10 The thing that I see more often than not is when I ask them, do you have packages? They're either a list of services that they can offer, or we're talking about hourly packages and our goal through the 5K accelerator is to move beyond that. One of the first things that we're doing here is we're creating these no Brainer packages and the thing about no Brainer packages is that they are not based on the services or how long it takes you.  

02:38 They are based on the offer and based on the transformation and so you're like, Elise, what the heck how the heck do I do this so we're gonna walk through this and I'm going to guide you through each of the different pieces and sort of step by step put together these packages that feel like a no brainer and you understand how it is speaking to the transformation that you're helping your clients create. So the first step is turning those services into offers,  

03:11 Ok? You want to stand out from others who are doing the same thing that you're doing. And so one of the best things that we can do is we can focus on something that is more than just the service that you offer, because it can. For instance, if you are a copywriter, there are copywriters all over the place and you don't want to just be somebody who can say to a potential client like I can write a bunch of emails for you or I can create a sales page for you. It's not just about the deliverable because that's what all of the other done for you service providers are talking about they're talking about the deliverables or how long it takes them.  

03:52 And, and those things are important. We don't want to lose those things. But the focus is not on that the focus is on what that is going to allow your client to do and what it's going to allow their business to do. And if you can translate that for your client, you are going to be able to increase your prices. And we're we're going to move out of this phase of just like trading our services and trading time for money.  

04:24 So there's a couple activities that we're going to do through this lesson and through this model in particular. And so it's again to help us kind of break things down and see how the services that you offer, we're going to see how we're going to be able to change those into offers themselves and really focusing in on that transformation so this first activity, you're going to make a list of all the different services you offer don't over think it, just list them out.  

04:53 And then the thing that you want to make sure you do is you want to break them down as far as you can go so don't just say like social media services, if that's something you do, you want to say like create graphics, write static posts, come up with ideas for reals, like get nitty gritty about the things, the services that you are actually providing for your clients or could provide for your clients that are going to to help them in the long run.  

05:20 And then we're going to look at each of those different services and you're going to write out why it is something that your idol client would want to hand off. And ultimately the focus is like a lot of the, the why they would want to hand it off might be the same. The reason why they don't want to be coming up with ideas for reals is because they don't want to be spending time doing that. They don't feel like the expert. Again, they might also have multiple reasons why they want to hand those things off, but I want you to think about your ideal client, not just like somebody in general.  

05:53 That's going to be really important as we work through this. It's not just about anybody who would want to hand these things off we want to think about your ideal client in particular.  

06:06 And then there's the second activity that I want you to do, and you can decide if you want to watch this entire lesson and then go back and do the activities, or if you want to pause the video, do the activity, and then move yourself forward. So activity number two is similar, but not quite the same. You're going to list out what your ideal client wants. They're specific ones when it comes to the services that you provide and the way that you help them, what is the thing that they want the most? They don't want to be creating content.  

06:42 They don't want to be doing their own bookkeeping. They don't want to have to keep track of payroll stuff they don't want to have to design their website. They don't want to whatever it is that they don't want to be doing or that they do want to be doing that they are currently not doing right now. So ultimately like what's their end goal what do they ultimately want? You can start big and then break it down into more specific things that they want to take off their plate. And again, if you are working with somebody who's a little bit more established, they're not going to need a catch all person like a Unicorn person who's doing all of the different tasks for them.  

07:26 We want to stay in our zone of genius we want to stay in our lane so that the things that you are taking off their plate make sense for the area of your expertise. If they have other things they want to be taking off their plate, that's great and wonderful, but that's not going to be the focus of your offers and what you are the transformation you are helping them with. The next piece is you're going to figure out how your services solve those specific problems and write it out like which of your services you just listed, all of your services, which of your services are solving those specific problems? Because this is going to highlight something.  

08:07 You're going to have to look at whether or not this is, are you missing something? Are you not solving one of the problems that they really want to be solving? And if the answer is yes, you have to ask yourself if it's in your realm of what you're doing. If you're doing bookkeeping stuff and they also need help with their email, you're not going to go in and do customer support. And vice versa, if they need help with customer, if you are the one that's helping them with customer support stuff, they, their inbox is overflowing.  

08:40 It's all completely disorganized. You are not also going to help them with their bookkeeping. We are moving out of the space of you being the person to solve all the problems. If that is your ideal client, my my advice to you would be to pick somebody who might be a little bit further along in their business so that you are not the one who's then taking the brunt of all of the work that needs to get done inside their business. You're speaking, you're working 1 specifically.  

09:18 Ok, so here is a quick example. We're using like a content manager as the example of the person who's like doing the different activities so they've listed out their ideal client it's a coach with the podcast, a Facebook group, an email, list and they're showing up on Instagram and Facebook. So like they got a lot going on. They're showing up on all of these different social media and, and content creation platforms. And like, the thing that they want is to make their content creation easier. And they hate how long it takes them to make enough content for all of their platforms.  

09:58 Like it's taking them a really long time to create everything. They want it to be easier and they want it to not take as well. And so the content manager offers monthly content planning, monthly content strategy, creating content both written and the graphics, and then posting all of the content. And then the content manager isn't doing the engagement piece and so one of the two things has to happen.  

10:26 She either needs to talk to her clients, her ideal clients when they're on a discovery call and at the beginning and be very clear that like the engagement piece is important for social media. And so they need to make sure that they are doing that on a consistent basis. And if then your ideal client says like, well, can you help me with that? You get to decide if you want to take on more services or if that is something then that you want to outsource because you know it's an important piece to see the overall transformation.  

10:58 Ok, so now how do you turn the services into offers? We have to start with the overall transformation and desire that the client wants. Ok, so you've listed all your services, you know what the client wants. Now the goal is to turn it into a specific offer. We are, we are no longer going to be focusing on the services piece we're going to be focusing on highlighting that problem that they're currently having and then highlighting you as the solution. And then you're gonna list out how they reach the desire transformation within listing out like how they reach that desire transformation, That is where you're going to plug in the services that you provide.  

11:50 So we have this example again. The services are content planning, content strategy, creating content, posting content, the overall transformation that's desired. The client wants to not be spending all kinds of time creating content and coming up with content ideas. And so our offer needs to solve that problem and our services are the vehicle in which we solve that problem. So the offer itself is focusing on the transformation, not just the services the services are essentially how we're going to perform that thing.  

12:25 So the offer looks like create all the content you need for a week in one hour or less each week and never feel like you don't know what else to say again. So that is solving that is speaking directly to the problem that they're having in the transformation that they want. Each week you'll create your main piece of content. So I'm letting the client know that these are the things that this is the piece of content they're going to have to create.  

12:50 And then I will take that content and repurpose it to all of your platforms once it's approved, I will schedule it out. And so that is really just like here's here's essentially the process of which we work with it and then utilizing the services that I provide on our monthly strategy and planning call, we will map out the content ideas, who is creating what content and what offers are being made throughout the month. And so overall, it is showing them that like cool, we're going to reach the transformation that you want. Here are the things that we are going to do. Here is the process that we are going to do it with to get to creating that transformation that is the offer.  

13:34 The offer is not focused on like number of pieces of content that you're creating, how long the different meetings are, how much time is going to be utilized, creating all of the different things. It's about the overall transformation.  

13:52 So the elements of your offer, you want to lead with what that desire transformation is. You want to lead with that they need to know that you understand what it is they actually want. Then you're going to lay out your service as it happens within the process. You want to paint the picture of what it looks like to work with you. This is the offer. The offer is not a list of services.  

14:20 Ok, some things to note. You have, you can have one main offer and then have a few packages that solve that problem so on the previous slide, we're creating content and we're posting it well, if you have somebody who wants to be creating content every single day, that is going to take more time and energy than somebody who's like 2 to three times a week is great. And so you might have two different packages that solve the same problem.  

14:52 And that is where it comes into listing out the like more nitty gritty details of what you're offering within each of the different packages. The offer is the same, the transformation is the same, but which package they're using to reach their transformation might change a little bit. If you have multiple offers, I want you to see how they can work together. Ultimately, the overall transformation should be fairly similar, but I know sometimes that can get a little bit wonky. And so if you have multiple offers that are happening, happening can 1 lead into another?  

15:41 In one of the previous lessons, we were talking about turning your services into offers, right? And one of the things that I mentioned is like making sure that your process, how you are serving your clients is part of the offer that you're creating. So how the heck are we going to map out our process? How do, how do we get to what our process even looks like? We got to map it out.  

16:09 This is really important because it increases the potential clients confidence in you and what you can do for them. So your process is going to be part of the offers and like your packages overall. It's also going to be part of your content it's also going to be part of the conversations that you have with people. It's going to be the thing that you continue to come back to as you are working with your clients and it's going to allow you to hold really strong boundaries with your clients. And so it's also going to allow you to work faster, which means, you know, now we're getting out of trading time for money and so the longer that you do the work that you do and continue to serve people the way that you are serving them, the faster you're going to get and if you have a clear process, you're going to be even faster and you'll be able to communicate with your clients where you're at in the process.  

17:03 And that will again, create better communication and create more confidence in what you are doing and allows them to focus on how you help them rather reach their desire transformation rather than just like focusing on what do I get?  

17:22 Ok, so there are three steps to mapping out your signature process and you're going to want to go through this. It's not just like don't just listen to this, this lesson i want you to actually sit down and do this. You're going to write out the way that you work with your clients and specifically like how you onboard them and then how you like work with them, The day-to-day work that you do. Those are the two most important processes that you want to make sure you have mapped out and be able to communicate with people like essentially the what's next answer.  

17:56 After you do that and and get as granular as you want to get, We can always go back and refine things. It's a lot harder to say like, well, we need to like dive into this a little bit more after you've mapped out that what are why are each of those different steps important to what you do and how you are able to serve your clients? Being able to say like I am doing this piece because gives them a better understanding that it's not just like, well, this is the thing that we do.  

18:33 It helps them see how it helps them get to the overall transformation, which is the name of the game.  

18:42 And then once you've mapped out for each of those different steps, the why make sure that you're highlighting anything that you do differently than somebody else who does the same thing. If you are somebody who.  

18:57 Does like copywriting, but you also can put that copywriting into the thing that you have helped them write so like if you do email, copywriting but you also will schedule out the email for them, let them know that piece. We want to make sure that we can highlight the pieces that are solving the full transformation and some of those pieces that like you do that again helps like solve the whole problem. That really doesn't take you a whole a whole lot more time, but like creates a really big impact for your clients. So you want to go ahead and make sure that you have this laid out so that you can talk about it in your packages, you can talk about it in your content, you can talk about it in conversations with potential clients and current clients.  

19:52 It is finally time to actually put your packages together. I hope you can see how important it is to have each of those different elements flushed out before we get to this point where we actually put the packages together. Because ultimately, and if I if I haven't said this enough, it's not about the services you offer, It's about the transformation that your clients see when working with you and your packages. End up being one of the very first things that clients see. They're not necessarily getting on like long discovery calls with you they don't necessarily know you in and out and so like your packages end up being this first piece of information that they have from you and you want it to be really clear to them that you understand what you are doing and how it is helping them and their business move forward.  

20:48 Ok, Your people want to have a general idea of what's included when it, when they work with you. And again, that's not just about the services you offer. It's diving into the process that you use. It's making sure that they understand that you know how you are helping them. And it makes it easier to price yourself because you can draw back to here is how this is explicitly transforming your business.  

21:22 So let's take these officer offers, officers offers and turn them into packages. The offer focuses on the transformation you provide. The packages focus on what the client actually gets. And so when you were laying at your packages sheet, we start with the offer. We want them to know that you know what the transformation is. And then we can dive into the nitty gritty details of what they're actually getting.  

21:50 You may also break down the transformation into smaller, smaller micro transformations depending on what it is exactly that you are doing if really all they need is like a strategy session, your content manager, all they need is that strategy session. You might have a smaller offer that really just focuses on making sure that they don't feel like they don't know what to create content about all month long and so through your strategy session, that's the problem that you're solving. Do might they have a bigger problem absolutely and so like that's that bigger offer, that bigger overall transformation but there can also be some like micro smaller transformations. And so then your packages can also help to solve that.  

22:36 You can have multiple packages that lead to the same transformation. It focuses on how much support they actually want so again, back to like social media manager, content manager sort of situation. If you have somebody who wants to be creating 2 pieces of content every single day, that's a lot of support. Whereas if you have somebody who only wants to be creating a couple pieces of content every single week, that doesn't require as much support from you, you would have two different packages that meet the same transformation because they require a little bit more from you so.  

23:14 The way that I like to do this with figuring out what your packages are is to start with like buckets and like physical, not physical bucket, but like drawn out buckets that's like this is, this is how we're going to focus on the transformation of each of the things. And so you can have one big transformation that you're working towards you can have three micro transformations that build on each other, whatever it is that you want to do. And then within each bucket you're laying out what's included in that. And that's where like your services come into play and, and giving yourself some like.  

23:56 Restrictions so that you're not getting on a call with somebody and they're saying, hey, I want you to create content for me you're saying, hey, cool, that sounds awesome. And then it turns out that they want a whole bunch more content than you were originally planning on and had like priced them for. So one of the things, one of the big things that I want you to make sure you do when you are putting these packages together is give yourself a range instead of just like a set number. So like again, back to social media management, if you were creating content,  

24:33 You don't want to say like 12 posts because sometimes they don't want 12 posts. However, 12 posts is not the same as like 20 posts and so if you have somebody, you can have a lower package that's like we'll create each 12 posts for you every single month. That doesn't require as much time and energy as somebody, again, like I said, who wants to create content every single day.  

24:56 So you can have a higher range of like 18 to 24 posts a month and that allows them to see how much they're actually getting for what they're paying for. And instead of like a set number, because if they don't want that set number, it, it can get ticky tacky and that's not the thing I want you to do i don't want you to get involved in this back and forth with somebody about like, well, you only created 11 for me this month do I get an extra one that next month? The answer is no, no, you do not.  

25:27 So give them a range instead of just a set number the same with like if you're a bookkeeper and you have a lower package of like number of transactions that you are reconciling and categorizing every single month, give them a a range versus just like a set number. Each package should feel complete and have their own microtransformation. Your client should not feel like I am missing something and if they are that is essentially by choice. The we are solving this specific problem with this package. If you want to solve a bigger problem than that is at a higher package and a higher amount because it's more support.  

26:13 So you just have to know what each of those microtransformations are. Here's the other thing that I want to say to you. You do not have to have more than one package. It can be one offer, one package and a starting out rate. This is really great for my friends who are Ovms. You can have that like general journey and support that you create for your clients. And then depending on what they need, it does become a little bit more customized, but you at least have a starting off point and that's what your packages are they are a starting off point.  

26:49 If you have multiple offers, define how people will be able to determine which one makes the most sense for them. So like this package would be good for you if you are a business owner who has teammates and really just needs day-to-day support with supporting their teammates, like that package would be really good for you. It helps them identify like this is which package I want to opt in to.  

27:19 Some other things to include in your packages hand out because we do want it to be something physical that if somebody is like, hey, do you have packages you can send it to them. You want to start with the overall offer that includes your process. That is the first thing you want them to see. You want to break down the deliverables for each of the different packages, again with a range, not a set number. I highly recommend that you have testimonials from past clients.  

27:47 They want to know that you have supported people. If you have something like a portfolio, you can link it out in your packages form so that they can go see what that looks like. For that.  

28:00 You, I would highly encourage you to use the the verbiage starting at when we're talking about pricing because it can vary a little bit and you don't want somebody who's expecting more support than what you have listed in your packages to then like pigeonhole you and say, well, for this amount of support, you said it was 750$ when the reality is like they actually need a little bit more support and so they 'd be sitting at like twelve hundred dollars. So it gives you some wiggle room to increase the price if they are requiring more support from you.  

28:40 You want to list out why each step of your process will get them closer to their goal no, it doesn't need to be super long and wordy. It can be one or two sentences but like this step is really important because you need to know how you're creating content every single month. You want to highlight the one thing that you want people to opt into. So like physically make it a different color. That is the package you want people to be opting into. Ok, the other thing it you can have like 1 main offer that is listed on in your packages.  

29:20 You can have other like what I term like back pocket offers that you don't regularly advertise but if somebody says they can't afford to work with you for whatever reason, like for instance, if you're a bookkeeper, you can offer to do like a one time leave out or you can offer to do like a strategy session with them that is something that you can sit down and map out so that you know what those details are for you.  

29:49 But they are not something that you put on a packages sheet because ultimately they're not a thing that you want people to opt into. They are available though, and you are willing to help people with them should they need them or ask for them. And you don't need to put at the bottom like all the cart stuff. Quite honestly, if I were you, I would not unless you feel like it is a thing that people regularly ask about.  

30:18 And if that's the case, then like is there a way that we can add it into the packages themselves? You want to make sure you stay on brand.  

30:29 And you definitely don't need to include every single little thing that you are delivering within the package themselves. It's really about the key pieces, the things that they actually really want and are looking for. And I want to make sure that your document is no longer than 3 pages. If it is, people are really not going to be getting to the juicy part the the pieces that you want them to be getting to, which is how they work with you in choosing their ackage.