EP 219: Purpose-Driven Packages: How to Design Offers That Sell
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Brandi: [00:00:00] Do you ever wonder if your packages are actually what should be included? Do you find yourself snooping on other service providers websites to see what they're offering, to see if you're offering enough, if you're offering too much,
or every time you go to raise your prices, you find yourself adding stuff to your packages and you never ever quite stop tweaking them. I know that this is so common after working with thousands of service providers that we obsess over our packages and I get it. We want the best for our clients, But,
what I know is most service providers are not creating packages with a purpose. They're putting a bunch of stuff in, putting a price point, and then they stress over the price. So today I want to take that stress away and I want to give you a method of how to create packages with purpose
So you can feel confident moving [00:01:00] forward with your offerings and it's simpler than you may think. So let's jump on in to this week's episode.
Welcome back to the serve scale soar podcast, the go to place. If you want to start grow or scale your ad management business, I'm Brandi Mowles. And today we're talking all about how to create packages with purpose. And this means really putting some thought into your packages, but not creating anything that's super customized because customized equals time.
I want you to create packages that get results, that set you up for profitability, that show you are different than other people, but also allows you to streamline your business so you get more time back. And so that is what today's episode is all about, how to [00:02:00] create purposeful packages. So I'm ready to jump in and I hope you are too.
Okay, so when I got started in the online space, I started out as a freelancer, virtual assistant doing everything for everyone. And so when I came on, I was taught that you have retainer packages, but not retainer like I teach retainer. It was like a set amount of hours that you worked. And then those packages cost X dollars.
So instead of saying I work for 15 an hour and you can have me for as many hours and then I'll just bill you. It was like, no, each month you can have me for 30 hours a month.
My package then is 450 a month. And if you didn't use those hours, then oh that's what it was. Or if you went over, then you would have to pay more. So that's how I was taught to structure my [00:03:00] business. And so I had three different packages with these hourly retainers. And I will tell you, you're working by the hour still.
You're trading time for dollars. The better you get at your craft, the less money you make. And it really allows for clients to pull you in all different directions, which doesn't really set them up for success. It doesn't make you a valuable part of their team. You're just a doer. And doers can be replaced at any time.
Just a matter of fact, if you are just a doer, you can be replaced at any point. And with the, AI can't replace everything, but AI can replace a lot of things that doers do. And so that's why we really want to step in this role of not being a doer, but instead being a valuable part of the team.
And that starts with creating packages. So I'm going to break down the four things that you need to [00:04:00] consider when you're creating your packages to make sure that they're going to give you enough time to live your life so you're not chained to the computer. And it's going to give the clients enough value where they keep you part of the team because they see you as a valuable member and not just a doer.
So the four things that you need to create a package. I'm going to talk about what is the purposeful package. I'm going to talk about what is the purposeful package. And I'm going to talk about why I think that the purposeful package is one, you need to include everything that they need for success. So right now I want you to pause this or maybe continue to listen and then come back and write down everything that your client, you would need to do for your client.
All right. In order for them to be successful, like what do they need? So for my ad manager specifically, when we think about what do clients need to have successful campaigns? What do you need to do to make sure you can get them results? One copy, you have to have copy. You have to have a creative, you have to be able to set up [00:05:00] the ads.
You have to have tracking and Facebook at least you need the pixel set up. Maybe you need conversion API set up. Maybe then we also need to have reports. So we know what's working, what's not, we need to be able to show them that we need audience targeting and audience mining. And so these are the things that we have to have in order to be successful.
Now, when we think about something like all these extra things like video editing. Do they have to have videos to have success? No. Will it help increase their odds? Yes, but they could get you the videos and you can run the videos. You don't have to be a video editor. So that's where I want you then. So once you write down everything you need them to do to be successful, like the bare minimum, like this is what we need to have in place for them to be successful.
That's step one. [00:06:00] Step two is you want to cross out anything that they actually don't need. Like it could be a want, but they don't need in order to be successful. An example of this is like a lot of clients go into setting up Google analytics and tag manager for their clients. Do they have to have that to be successful?
No, we can do tracking through conversion. API. There's other methods, but they don't have to have Google Analytics in order to be successful. So we would cross that out or move it to the side. Another one is like MiniChat bots. Do they have to have MiniChat to be successful and run ads? No, they don't.
So we're gonna move that out. So what we're doing is really getting clear on what are the only things that they need to be successful. We tend to want to put a ton of stuff in our packages to justify our price, but more does not equal more. Adding more to your package does [00:07:00] not equal more success. What we want to think about is, what do they absolutely need to be successful? And that is our everything for success. That is your main core package. Then we're going to go through and do that check that I was just saying are there things in there that they just don't make sense?
That's two, nothing they don't need. So that's what we're pulling out in this step is pulling out anything that they actually don't need in order to be successful. It may be like a nice to have, but it's not like an absolute need. So when I think about this, I always think about when you're watching house hunters, I love house hunters on HGTV and they sit down with the realtor and And they say, this is our must list, and this is what would be nice.
So a must list would be like, we have to have four bedrooms. That's like Your campaigns they have to have copy and creative like they just have to so that's like your four bedrooms But we would like to have an acre backyard that's a nice to have that's [00:08:00] not necessarily like a deal breaker maybe or maybe it's We have to have a walk in closet.
Is that really a deal breaker or is that a nice to have? So we want to think about it in terms of that. So when you're going through your list, say if I was on HGTV and we were talking about house, would I have to have this to buy the house or is this so that would be like the deal breakers or is this something that like, yes, I really, really want it.
But it's a nice to have, and that's how we're going to go through and wean our packages down because we want to provide our clients everything they need to be successful, like to get success. But we also don't want to have a bunch of stuff in our packages that are going to overwhelm us and overwhelm our clients because if you're overwhelmed, they're overwhelmed.
So one, we create a package that has everything they need for success. Two, we weed out the things that don't necessarily have to [00:09:00] have. Three, we create our add ons list. So this is a great place where if you create these custom dashboards, that's an add on. Do you want Google Analytics set up? That's an add on.
Do you want a mini chat bot set up? That's an add on. Do you need a funnel audit? That's an add on. So see, this is what we're talking about. Like those things that we pulled out, those now become add ons that can up your package value if they decide to. So if a client is dead set on wanting a custom dashboard, that would be a, you could do a one time fee and then the management of it, maybe that is included in your package once it's set up.
So that's what we're talking about. What can be these add ons. that give clients a boost when they want it. But also for those clients who don't care about those things, they still are going to hire you because you're not overwhelming them and your price isn't so high where they can't afford you, but they're [00:10:00] getting what they need.
And then the fourth is what is your onlyness factor? What sets you apart? So this is a place where I don't think enough people think about it. And when we create a package, what is going to set you apart? So maybe your deal is that your onlyness factor is you are the mini chat ads person. That's what you do.
And so that wouldn't be included in your package then. And that's your onlyness factor. For me, my onlyness factor was I only work with people who are launching. So my package was all geared about launches that attracts the people who that's what they want. Maybe your onlyness factor is the method. So I used to do the three tier method with my clients when I first started.
That was my onlyness factor. What is your onlyness factor? I was talking to one of our one on one clients the other day in the strategist society, and she was showcasing me what she was doing for our client. And she said, A proposal and she [00:11:00] included custom graphics and her background is in graphic design.
So like her graphics are like top notch. That's her onlyness factor. If you're a conversion copywriter, that's your onlyness factor. Like you are trained in conversion copy. And so whenever we are looking at what can be our onlyness factor, we want to include that in our package. We want to make sure that our potential clients are aware that This is what I do best.
This is what makes me special. This is what helps me stand out in a crowd, and I'm going to make it for you. Maybe it is a custom dashboard, and that's what stands you out. Maybe it's another thing that's just so unique to you. And I want you to think, when we're going through our packages, and we're creating packages with purpose, your core package, does it have everything they need to be successful?
And that's not everything that you could possibly offer. It's the bare minimum that's [00:12:00] going to get success. Then, from there, and as I'm talking to ad managers, that includes a no less than 2, 000 a month. And one thing I will say, is when we think about this, we also have to think about in terms of when we split out, like copy and creative from our packages, or if a client says I have a copywriter, I have a graphics person.
It doesn't matter. Your package stays the same. This core value package is going to set them up for success and they can use like their own copywriter, their own graphics, but those people aren't. Graphic designers. They're not copywriters specifically for ads. So you're still gonna have to review it. If it comes back and gets disapproved, you're gonna have to deal with that.
So that's why we don't pull things out of our package just because they have someone. It's just like Hulu. I can't call Hulu and be like, I haven't watched 89 of these live channels. Can I get some money off? No, it's sorry, you only [00:13:00] watch MTV and Bravo. That's unfortunate. And so you have to pay for all of them.
And so same thing with our package, because at the end of the day, you're still going to have to review that copy. You're still going to have to make sure the graphics are made for ads. And so we don't take things out, but they have to have those things to be successful. So they have to be in our core package.
So we create our core package that gets them success. It includes everything they need to be successful. Then we're going to pull out anything that's actually not essential. We don't need any extras in there. Stop adding things to your package because you raised your price. That's not how it works. And then three, we're going to have add on packages.
How can we increase our contract value, even if it's a one time setup, but also give those clients who want that little bump, that extra thing, in there an opportunity to add that on? And then four is we want to add our onlyness factor. We want to stand out. This is should be included in your package. It should be [00:14:00] very well known that this is your only pet, like your onlyness factor.
And we want to include that showcase what makes you unique and stand out. And that's how we create packages with purpose. It's not about just throwing a bunch of stuff in there. It's not about adding, adding, adding. It's not about having different packages based on if you're using copy or not.
There's one core package. And then there's add ons and that's how your packages are. It's streamlined your business. It takes decision making away from your clients because decision fatigue is real. They're business owners. They're really in decision fatigue. So if you can say this is our one package and then if you want these add ons, you can, that helps people make decisions way more than having three different packages.
Add ons are your ticket to having people hire you quicker, close proposals faster. And increasing your contract rates, not by giving them three different [00:15:00] packages. It's all about having one core package with add ons. So I hope this helps you go out and create your packages with purpose. And remember, one is it includes everything for success in your core package.
Two, we remove anything that's not absolutely necessary. And three, we give you And if you're like, Brandy, I want to know more about how to do this. I want to step into the ad manager. I want to learn how to get my business set up for success. I want to hit those 10 K months without hiring a team and also as an ad manager, head to BrandyMiles. com slash ad training and sign up for our next live training so you can see what it actually takes to run a successful ad management business this year. And then we'll tell you a little bit more about what it looks like to join us inside conversions for clients.
So you can [00:16:00] scale to a hundred K months with only working with five clients
use this episode, go create your new package, and then DM me a picture of your before and after packages. I can't wait to see you streamline your business. Streamline your packages and serve your clients at the highest level. Okay, my friends, until next week, go out, serve your clients, scale your business and soar into the success you deserve.