Charge for “tear downs,” where you take a client’s existing collateral and show them tactically ways they can improve. E

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.

Create premium long-term engagements where you build their website and are on-hand for strategy and maintenance on the client’s timeline. Emily Thompson of Being Boss conceived of this back in the day for her web design business because she wasn’t happy with the 6–8 week projects. She wanted her clients to benefit from her e-commerce strategy and web design savvy, so she created long-term “Indie Boom” engagements.

Sell a scaled-down version of your services. If you’re known as someone who creates an entire brand identity, website, and marketing collateral, perhaps you can design an “essentials” or “get started” kit where the client has a logo, a few designed pages, and a few pre-designed collateral templates. They get a taste, but not the entire suite of deliverables.

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.

Offer coaching services or workshops where you help a client’s social media or internal copy team up-level their copy skills. Any internal team can benefit from a refresher or external perspective, no matter how senior its members are. Show a client — once their brand platform has been created — how to practically adapt their standards across channels, i.e., social media, website, newsletter, print collateral, advertising, video story-boarding, etc.

Sell Wordpress and Squarespace templates to clients who can’t afford bespoke web design services. For example, check out EmPress themes, born out of a partnership between a programmer and web designer.

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.

For all the aforementioned examples, my soon-to-be trademarked methodology (3-C Discovery and EBA process) never changes, rather it adapts to the situation. My workshop and coaching materials don’t change, but are customized for each engagement with relevant case studies and tweaked questions.

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.

Sell a weekend sprint where you design the bulk of the creative work ahead of time, and you’re using the weekend to get feedback and finalize the designs in real-time. For example, check out Worstofalldesign’s jaw-dropping packages.

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.

Sell a set of copy templates or swipe files, where you’re giving them the bones and best practices, but they’d have to customize. This could be in the form of: an onboarding sequence; sales templates for product-based businesses (e.g., order confirmation, abandoned cart, etc.) or service-based businesses (e.g., email funnels, cold emails, warm leads, etc.); email subject line templates.

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