Feeling off balance with the constant negative predictions about the economy? Due to the economy consumers are holding their money more tightly than before but the good news is it actually presents a wonderful opportunity for creative entrepreneurs.
Got a hankering to increase your income but feeling a little off balance because of the constant negative predictions about the economy?
Dire economic forecasts have certainly caused consumers to hold on to their money more tightly than they were even 2 or 3 years ago. The good news is that it actually presents
a wonderful opportunity for creative,
forward-thinking entrepreneurs.
You see, people
are still spending. The big BUT is they want to be shown clear value before they’ll part with their dollars. And that’s where the silver lining is. Because even in a boom time (which is sure to come again, have no fear),
the business owner who knows how to inject value in her program and product offerings will always come out ahead.
And just like any chef worth her salt will tell you, the key to enhancing the value and flavor of any dish lies in the preparation.
Let me share some juicy tidbits to make your offerings even more tempting to your audience.
Tidbit 1 - Get Crystal Clear on Your “Deliverable”
It’s ultra-important is to clearly define the particular outcome your client will achieve – in other words,
what will they know or be able to do as a result of your information. Here’s a bonus tip: you want to make sure you’re focusing on an outcome they want (not just one you think they need).
The secret here is to keep your end result tightly focused. Working with a client recently, she was thrilled when we transformed her teleseminar series from an overview of how to build a lucrative physical therapy practice (kinda hard to cover in 3 or 4 sessions) into “How to Increase Rapport with Your Clients and Increase Your Income at the Same Time.”
Tidbit 2 - Give It a Snappy Title
Just about any program can be made more appealing by giving it an exciting or curiosity-provoking name. Notice the difference in desirability when we adjusted my client’s program title from “Perception: The Key to Being Understood” to “The Secret to Making the Law of Attraction Work for YOU!” (Which one would you rather sign up for?)
Be specific. It increases credibility because specific details are more believable than broad declarations. And
specificity also reveals the precise value to the potential client, which makes it more magnetic. Here’s another example from one of my clients -- Before:
What to Say: Words to Use When Your Daughter Is Hurting from Painful Friendships -- After:
When Girls Hurt Girls: 13 Effective Ways to Guide Your Daughter Through Hurtful Friendships
Tidbit 3 - Plan Your Promotion BEFORE the Product Is Completed
Boy, if I had a nickel for every well-intentioned entrepreneur who’s created a program or product, certain that it was so fantastic it would “market itself” and then was rudely surprised when the sales didn’t match their projections, well, I’d have a whole lot of nickels.
Nothing markets itself. (Sorry to burst some bubbles here but I gotta be honest.) And even if something did market itself, if it’s that fabulous, imagine how much
more income it would generate with the proper promotion!
So begin mapping out your marketing strategy almost as soon as you have the idea for your product or program. This gives you ample time to prepare your audience to buy. One client reported that after we’d worked on her launch strategy, she could already tell it was going to increase sales by at least 50%.
Tidbit 4 - Don’t Create in a Vacuum
Some things are best done alone (flossing your teeth comes to mind) but all three of the previous suggestions can be enhanced when you brainstorm with the right people. Each of the clients I mentioned in these examples is a successful, intelligent business owner. And each one benefitted immensely by giving herself permission to ask for professional guidance.
Two heads, and two hearts, are better than one when it comes to marketing your special brand of transformation.
The Money Lies In the Fine Tuning
You’ll be surprised and delighted at how these simple “flavor enhancers” will dramatically increase the profitability of your offerings. So I guess you can thank your lucky stars “this economy” is giving you the incentive to become adept at increasing the success of your marketing activities.
