There is power in vulnerability, in showing up not as invincible, but as human. There is a precious connectedness we for
Work is done in advance of the sprint so the two days are focused and there’s no education ramp-up. I send the client discovery worksheets (homework, if you will) and an outline of the two-days so they can prepare while I onboard their business and industry. The coaching engagements consists of me guiding them through the process of building their brand or business, but they’re doing the heavy lifting. And it’s no shocker that the workshops have turned into longer-term engagements and referrals because clients have already mitigated the financial risk with a workshop buy-in.
Over the course of two years, we sold brand workshops, one-off site redesigns, customer segmentation, brand equity studies and site audits. For clients who didn’t want to retain us, we packaged our brains and sold them, Three-card Monte style, in the streets.
Before you think this is another tutorial on designing ebooks and hocking courses for a middling email list, think again, my friends. Our clients deleted pdf files. They didn’t have time for courses since they were taking conference calls from the toilet. No, I’m talking about repackaging your services to deliver speed, convenience, or value, or possibly all of the above. Give people alternative routes to get to their desired destination.
We will always be works in progress. There is a better version of ourselves tomorrow, next week, next year. But it starts with acknowledging all the aspects of who we are today.
People want exceptional service and expertise, but maybe they can’t afford your rates. Or maybe they can, but they don’t have time to sit around and wait eight weeks for your deliverable. Or perhaps they want your service catered to their life and schedule. The magic lies in earning profit off the repackaged service. And you do this by:
If you keep peddling your services without turning them into products, you’ll never make any money, a mentor once told me. Ours was a service-based digital agency where we spent endless hours on the care and feeding of our clients social media channels and websites. Held their hand through rage blackouts when Facebook crashed after we launched that blemish stick giveaway. Talked them down from the ledge when customers dumped their complaints on their socials for the world to see. There was a lot of coddling, and coddling cost money. And believe me when I say we were not in the business of shoving dollar bills into trash compactors.
We will always be works in progress. There is a better version of ourselves tomorrow, next week, next year. But it starts with acknowledging all the aspects of who we are today.
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ow profit-driven news sort of worked, but mostly failed, and how state-owned media has worked a bit better, but is unable to dig underneath stories to provide better news. But both the market and the government could still have an important role to play in changing news for the better.The majority of my clients are start-ups. Most are fully-funded, which is the only way they can afford my services. Over the years, I noticed I was leaving money on the table because some clients couldn’t convince their out-of-touch VC that investing $10K in their brand is a sensible idea (it is, and if I need to convince you stop reading right this second because you are not my people). I couldn’t make $3K or $5K profitable until I wised up and repackaged my deliverable.
Scaling that deliverable up or down depending on demand. Based on your industry and client base, maybe clients want a pared down version of your standard service. They don’t need all the bells and pretty whistles — just enough to hit the ground running. Or maybe they want it compressed into a tighter time frame. They’ll devote an entire weekend to banging our a brand platform or finish a website.
Now, I offer two buy-in options for those who are okay with not getting the kit and caboodle, but the benefit of my guidance and expertise: the two-day brand sprint for $4K or a 4–8-week coaching engagement that ranges from $5-$8K. The two-day sprint involves me working with the team to build their brand platform.
Before I explain the varying ways you can rock the casbah for your own business, I’ll show you how I did this to diversify my income to provide me some semblance of financial security in the trash-fire that is the decade otherwise known as 2020.
Having a methodology, framework, or repeatable process to get the job done. This not only ensures you save time because you’re not starting from scratch every single time, but you’re also able to give prospects the confidence they need since your process has been tested, vetted, and verified by your 1:1 standard service clients. And it works.
For clients who require speed but have the budget, I’ll bundle their brand platform with the creation of key marketing collateral (website, brochures, About page copy, pitch decks, etc.) in a one-week, done-for-you sprint. They get the strategy plus executable deliverables they can use immediately. As you can imagine, the price jumps above my $10K minimum.
Owning — and sharing — my imperfections means that they can’t be used to wound me. I skip reacting emotionally when I’m called a name by some rando with a complex, or given an uncharitable review by someone who would rather see me fail. Owning my imperfections means that I can tell my manager what I’m struggling with and ask for her help in furthering my growth areas. It means I can come to the table with humility and collaboration rather than a need to prove myself to a colleague. It means I can take accountability when my husband or kids call me out for being distracted or irritable.