Have you ever felt overwhelmed marketing a number of different programs, products or services you offer? Have you ever felt torn in different directions with a number of priorities fighting for your attention, and you just haven’t known which one to address first, feeling that you are always neglecting some, somewhat behind schedule with your Marketing activities and therefore not really getting the results you were hoping for?
I call it Marketing Overwhelm, I know it well, I used to have it myself and many of my clients have it until they understand one principle:
It’s better to have one well systemized solution for one ideal client type and offer it in different packages at different price points than to have a number of different programs for different ideal clients. This is one of the most important keys to a highly profitable business.
But who will want to buy my high end program if I give it all away in a low cost info product? I hear people asking, well, they will buy your high end programs BECAUSE you make your expertise available at a lower price point…
There are three reasons why it makes sense to focus on one program and package it into different formats at different price points such as audioprograms, life workshops, platinum programs etc.:
1. It’s the Celebrity Effect: The more people enjoy your personality and your valuable information at a lower price point (where they don’t have access to you personally or if they do then only in larger groups), the more they want to be in your personal energy and are prepared to pay for it. Think about it, you can buy Britney Spears’ songs online but people still flock to her concerts and pay big dollars for the tickets.
2. You might think that people ‘get’ it the first time they hear/see the information, but you may be surprised how often they get huge insights the second or third time around they hear you say it/experience it. As experts we are so familiar with our material that we assume that something is obvious when it really is not.
3. Once people know, like and trust you they are prepared to make a larger investment in order to get more of your PERSONAL Attention. It’s not so much about new information/skills as it is about assistance in applying the information/skills to their personal situation. They know they can make huge breakthroughs spending a short focused amount of time with you getting your undivided attention, that’s a totally different value perception and one that you have created by showcasing your expertise at a lower price point first.
Your Marketing Breakthrough Assignment
The next time you create/market a new program think about how you can leverage it in at least 3 ways at different price points.
How can you make it easy for people to get a taste of your most valuable work before making a large investment?
Yvonne McIntosh is a marketing small business coach specializing in helping coaches, consultants and wellness professionals to Brand their Unique Brilliance. Yvonne's also provide executive business coaching and professional business coaching for entrepreneurs to break through their limiting beliefs and growing their business.