How to Create Irrefutable Packages & Programmes

By Jennifer Hall | Podcast

Jun 24

Anyone can put together a package but how do you put together a package that sells like hot cakes? 

In this episode I talk about:-

  • How to create packages that are irrefutable to your ideal client
  • Why it’s the first thing you should be thinking about before anything else in your business
  • The simple marketing message that will bring huge sales results whether you’re selling high-ticket or not.

Plus many more tips and tricks to create an offering that won’t be refused!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Book onto my Evolve & Elevate Strategy Session – http://www.jen-hall.com/strategysession

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Ready to create packages that people cannot turn down? In this episode, we're going to dig in to creating irrefutable packages.
(00:18):
Welcome to another episode of the Expert Unrivalled Podcast. I'm Jen Hall, your business positioning coach, and your market leadership expert. And I'm really excited about today's episode as always. I'm always excited. I think I start every episode of being excited, but why not? Hey, today's episode is all around creating packages that people will buy. And you know, there is an art to creating packages and some people find this process easier than others. Some people are like, yeah, I can throw a package together. No problem. Other people are just like, okay, how do you actually go about doing that? How does it work? And how do I ensure that I am putting together packages that people actually want and find irresistibly juicy? And so that's what we're going to be diving in today. You know, and in a very simplistic manner, because let's not overcomplicate things.
(01:10):
So I'm going to give you a few tips on how you can actually start to create packages that people totally love, whether you find it easy to put them together or not. It's really important to make sure that you're hitting the mark with the selling points. I recently ran an intensive with the amazing Francis Callahan, who is a relationship and dating coach. And we work together and looking at her packages very specifically around that. And also looking at how she can start to elevate some of her status and start looking at things like referral partnerships in order to get people into her packages. And I'm so, so proud of her. She went straight out the gate from having that one off session just purely focusing on packages and she went on to sell her first high end high ticket package, totally blowing me out of the water and making packer her ROI on that by selling that first high ticket package, which I'm super chuffed with because I always loved to see my clients making more money than they've invested in me.
(02:15):
It's it might be slightly warped, but I love it. I really do like to see my clients make huge returns on investments on the investments that they put into working with me. So, you know, it can be done. It doesn't have to be difficult and you can create something that people genuinely want and find irresistible that they're just like, I need this in my life. And so if you want to offer this into this work with me on creating packages, then do make sure that you book a call with me using the link in the show notes. It's also bit.ly/claritycallpodcast, and we can get a callback, tend to talk about how I can help you create those irresistible packages, but not before I give you all, some amazing juicy tips on how I can start getting you to create those packages from the get go.
(03:09):
So the first thing I want to say is a massive caveat on this. When I say create, okay, you don't want to actually create anything at all before you've actually sold it. And for some people, this sounds like a very scary prospect, particularly the people who are in kind of like perfectionism mode, who likes to have everything ready to go. But the problem is, is you're going to set yourself up potentially for failure because we do need to do a bit of market research. Now, my favorite way to market research is to outline packages, throw them out there and see if they hit, obviously with a bit of research in the background as well, which you can absolutely do. But at the front end, when you're creating a new package, a new program, you also have to think that we're having to make certain assumptions from the very word go.
(03:59):
And as I say goes, when you assume that you make an ass of you and me, now we have to make assumptions. Like there's no way around it when you're first creating things. There's no way that it's going to be absolutely 100% perfect. And we do have to make assumptions, but educated assumptions, you know, an educated guess, not just you know, we'll just stop in the dark, which is where a lot of people go wrong. And I'll talk about, more about like in a minute but what you don't want to do is start creating a whole passive income product or a whole package and creating modules and worksheets and all the PDFs in the world. And then actually putting it out there to find that, you know, it really wasn't what people cared about. It wasn't really what was hitting the market, the messaging wasn't quite right.
(04:44):
Oh, look, I'm going to have to go back and change all of that stuff. That's inside of my program because it's not quite working because it's not selling. And so, you know, by actually outlining at first selling it first, when you put your first sale, it's great. It's validated, you know, that people want it. That's when you can start creating your program. And potentially even only at that point, maybe only if you're doing, for instance, a group program, you may only want to start creating the first one or two modules and then pause you know, what I do or have done in the past when I've run group programs is, you know, create the first module. And I'm saying this, like, I've been, see prepared. Sometimes I haven't even done the first module until the week before it starts. And not because I'm lazy or ill prepared, or I don't care about my clients, but just because I named my stuff and I don't feel like I need to overly prepare for things because you know, people aren't paying for PDFs.
(05:36):
And that's the other thing you have to recognize is that that's what we'll be able to buy into. Obviously, unless it's a self study product, then you probably might want to have some of those in there, but you know, that's not why people buy, they buy the result. And I know that I can get my clients the results. And so, you know, on some occasions, you know, I haven't even created the first module, but you know, for the majority of the time I create the first and let the program run when I create, as I go. And I much prefer doing it that way, not just because, you know, that's the way I prefer to do it. That's where I work. But actually from a very logical perspective that I know that I'm going to have a lot of steer from the people going through that program.
(06:12):
Would that be one, two, three, 40 or whatever the, you know, looking at them and what they're struggling with. It's actually when you're creating that first program and you're running people through it, it really gives you great insight as to what they're struggling with, what they need help with and actually what you need to do with them to get them there. We can make that educated guests from the forefront, from our previous experience of working with people and so and so forth. But, you know, I like to have a bit of stair from the people that are actually on the program because they're other people you're helping. And I know that I'm going to be able to get the result. I know my, my, my general process and I've got my roadmap, but actually looking at them as individuals and I'm thinking, okay, I'm not going to force, feed them down a route that perhaps doesn't suit them.
(06:55):
I want to create the route to the path of least resistance towards the transformation that they want. So, you know, I think actually by not creating everything upfront, you're doing them a favor. You're doing yourself a favor and you're not wasting a ton of time unnecessarily. So don't create before you've sold it. What you can do is absolutely outline. What's going to be in there. You can plan out what will be potentially be in each module or each step or whatever it is. And I'm talking about modules because, you know, if we're looking at creating a passive income product, it's likely it's going to have that. If you've got a spoonfed group program, it's likely going to have that on my elevate program, it's not spoon fed. It's very, one-to-one led. However, there are supporting materials and I have my kind of my four pillars of success.
(07:43):
And I have content that I've created that goes under each of those pillars that they can dip in and out of as they need it. So obviously when I'm talking about creating content for programs, you know, if it's purely one-to-one based, it might actually not be that you have to create any worksheets. Sometimes it's nice to have that as a supportive material if it's necessary, but sometimes it's just a case of, this is what we're going to be talking about on this call. This is what then they need to go and do. So you've got the kind of general client, step by step before what they need to go through, whether that's you having to create content for it, or whether it's just the road that you lead them down, whatever that might look like. But that's really important to start outlining and thinking about.
(08:25):
But it's the first thing we should be thinking about. A lot of people jumped straight into content creation and they jumped straight into building an audience. And actually, you know, when we think about it, it's very counterintuitive so what we're trying to do. At the end of the day, you're running a business to make money. So you need to be thinking about what you're selling first and foremost, and in order to create a campaign to create content that makes sense to you being able to sell that product so that it's congruent so that when people are seeing content is relevant to the thing that you're going to sell them, otherwise, you're going to be talking about topics that don't really make sense to what you're about to sell. And then they're like, okay, well, you've been talking about this for eight weeks and now you're putting this in front of me. That makes no sense.
(09:06):
I was following you for this reason, but now you're trying to sell me something for another reason. And nothing's congruent and confused minds will not buy. So it's very important to actually think about what are you going to sell first and foremost so that you know, the types of people that you need on board. And I'm working with a few clients at the moment on this, you know, they're creating new programs and they're starting to think about their campaigns that they're going to run in order to nurture people, to first of all build the audience, then to nurture them with specific content. That makes sense to the product they're going to sell. If they just went straight out the gate and started building a random audience and then said, okay, so I want to sell this program to six figure business owners, but actually the audience that they've been attracting are very low income, you know business owners, then that's not going to be a good match.
(10:00):
So we have to think about what are we going to sell? Who do we want on that program? In order to make sure that you're generating the right kind of content, you created that right kind of content and that you are you creating messaging that works for the type of person that's perfect for that. Otherwise it's going to be incongruence. If that's the word, I'm not sure as a word. Incongruence In what you're creating. And we're not, you know, we're not necessarily going to have a smooth ride when it comes to being able to sell your stuff. So it is the first thing you should be thinking about. But obviously there there's a bit more to, you know, yes means you're thinking about it, but there are a few puzzle pieces right before you can start creating the best one. And one of those things is, is who is going to be buying that package.
(10:44):
So we have to think about that we're creating a package for a person for an individual. And I say this a lot, but remember it's an individual. Yes, we're serving a market, but we're also serving individuals within that market. So have one person, one great, amazing person that you want to serve in mind when you're creating this package. And how can you create the best package for them that has all the bells and whistles on it that's going to help them to achieve their results. And I'm saying all the bells and whistles, I'm saying this, if you're planning on selling high ticket, we want to be focusing on giving them a really great experience. You know, the best experience that you can give them means that you can charge more. That's not necessarily why people buy them. So if you're thinking around creating packages along the high ticket line, we also want to be thinking about, okay, what's the big problem I'm solving here?
(11:37):
Or what is the big goal that I'm helping them to achieve? Because when people can see that they're going to get huge return on investment on something, when they can see, okay, if I work with you on this, I'm not necessarily, it doesn't have to be money orientated. It could be that I'm going to lose, I don't know, four or five stone like, and I can see that's happened with your previous clients. That's the result that I want to achieve. And I, you know, like I'm ready to do whatever it takes to kind of get there. And that includes spending, investing a high end amount of money because it's worth that to me. Cause I really want to lose that weight or whether it's a business coach who is saying that, you know, you're going to 10 times your investment into me because by doing this, you're going to make more money in your business.
(12:18):
Whatever the return investment doesn't always have to be money, but whatever that is, the bigger, the return on investment, the more people are willing to put on the line equally, the bigger the problem. So if you're on the other hand where you're solving a bleeding neck issue where it's very urgent, they literally cannot do without you. They need you in order to help them move from where they are, it's too painful where they are right now. And so the more painful that problem is, the more people are willing to spend. So you want to look at that kind of, that line and see where you sit in terms of your, your price points. And it's not necessarily like, well, you know, that's a client who I could serve, so that's who I'm going to serve. And that's where it is.
(12:58):
You have the ability to change the messaging to attract the types of people that you want. So you have an element of decision in this, you know, you're not beholding to who's in front of you. You get to decide who you want to help, help to serve, but they also have to be a real person. You know, they can't be just unicorns that you've magically made up in your head. We have to serve real people. So make sure that the person that you are thinking about is an actual person and that's actually really genuinely suffering from the problem or whatever it is. We do have to think about that. So we have to think about who is this person that we're going to serve? If you wanted to sell high ticket is the person that you have in your mind, do they actually do they actually, are they very ambitious or they experienced a very tough problem right now that needs them to move.
(13:46):
And you have to think about that if you're looking to sell high ticket, because that's, that's where the big money is, and you have to look at how you're going to do that. And then on top of that, then you've got, you can create some kind of luxury experience potentially or you not necessarily even luxury. That's not why people buy again, it's they buy because they were the transformation. But these are the things that you could add on in order to make it feel more valuable to make it more valuable. You could be providing that luxury experience. You could be providing an extremely high level of support that they, you know, that they can access you on a different level to all of your other clients, you know, whatever that might look like. So if you're looking at high ticket, those are things that you need to be thinking about when it comes to, you know, selling it that high end, but whatever level you are looking to set up the, who is very important, who are you looking to sell to and what do they need, what do they want?
(14:42):
What is the problem? And I really love to drill it down. So whenever I'm working with a client and they put a package in front of me, I'm like, right, okay. So what is the problem that this one problem that this product solves and that problem could be potentially that they have a bleeding neck issue, or it could also be that they need help to get to where they want to go. So you could be building the bridge over to something more ambitious that they're struggling to say, why are they struggling? What's the problem. That's stopping them from getting over to where they want to be. And then obviously the, the, the solution that you're providing, like, what's the outcome. So I always like to look at that, what's the one problem. What's the one outcome that the prop that the program solves, when you can look at that and get that simplistic, it makes your marketing of that product so much easier.
(15:34):
It's less complicated, it's less wordy. And it really cuts to the heart of what it's all about. And then once, once people are hooked on, on, yes, I need that. You know, they immediately understand what that product's all about. And they're like, yes, I need help with that. Then they can delve further into it. And you can explain the further benefits of that particular program and you know, all the other results that it may have, you know, once they're on the program, the added stuff, but when people come straight out the gate with it, it does this, it does this, and it does this, and it does this, and it does this by coming out the gate with all of the stuff all at once. It's very confusing. It's very overwhelming and it actually dilute ends up diluting your message. So you actually want to simplify your marketing message and the way you sell your programs.
(16:23):
So think about what is that one problem that is solves, what is the one outcome that they get to so that you're able to explain the transformation really, really easily. So that's one of the things that used to help me back in the day when I first started creating programs. So it's just focusing on that. What's the transformation, where are they going from and to? Once they, they start off like this, this is where they are right now in pain, or hoping that they're going to achieve X. And they can't because, and where are they actually going to get to like paint the picture from that for them paint the picture in terms of agitating, that problem, paint the picture in terms of going, okay, this is where you're going to end up. And this is the impact that, that result is going to have on the rest of your life with your finances, your mindset, your health, your family, your friends you know, your overall life.
(17:13):
You do have to really paint the picture for people so that they can fully understand the transformation and the impact that transformation has on the rest of their lives in order for them to be sold onto your product or program. So this means that we need to make sure that, that we have context. So context is really important. And in fact, just before I go into context, so to jump about a bit, but the other thing we also have to recognize is that there's a difference between the product that you create and the offering. And it's the offering really that focusing on here. And this is where the context becomes very important to that, because we need to make sure that when we're looking at specifically who that we're making, the language that we're using around that product, the way we offer it so that they understand that it fits them like a glove.
(18:06):
And I love this analogy. It, you know, how can you show them that this product was designed specifically for them? And the way we do that is by using the situational language. So actually helping them to go, Oh, yes, that's me. That's who, that's who I am. I use these very specific examples a lot, but I am that you know, overweight, diabetic with a heart problem. Yes, that's me. And yes, I am massively struggling to lose the weight because of my diabetes, but I know I need to, because I have a heart problem. And then you could perhaps think about the kinds of situations that they find themselves in, you know, that they're, that they're at work, you know, and they're finding it really difficult to create meals around their lifestyle. The fact that they're having to go to work, maybe they're having to eat out a lot, whatever that might be.
(18:57):
So it's about looking at the situations that a day in the life of that's the way you're going to find the context. What's a day in the life of look like, and how can you position your package to them so that it speaks directly to the kinds of situations that they come across on a daily basis, right down to the granular momentous moments that they're experiencing you know, not just an overall view, but actually getting right down to thinking about. Yeah. So, you're finding yourself, sitting at your computer, not able to write a single word because you've got no clue about the content that you need to write in order to actually, A) get people's attention or B) convert them into clients. You know, you spent hours on your computer and now it's time to feed the kids.
(19:47):
And you've just wasted a whole day, procrastinating, trying to work out what content to write, what a waste of time, how deflated you must feel. You know, now you've got to feed the kids. You ended up going to bed in an exhausted slump and you wake up the next day having gotten no further. And you can see, you can bring the context, the emotion, the feeling at that real granular level when you start using that situational language. So that's really important to use. It's really important to understand. So bringing context to how you offer your product is super important to the person that you're selling it to. So, first step is who are we serving? What is that big problem? What is the outcome that they want to achieve? And how can you position it in that angle? And then also the context that you build on top of that, how can you show them why it's made for them specifically, why it was designed exactly for them and how it helps them in their specific situations, and being able to paint that picture for them, seeing that you're showing them, you know, explaining that you understand, you understand their problem, you understand what they're going through.
(20:54):
You also understand how that's impacting the rest of their lives. And you also understand where they want to get to. And the dream that they have, that once they finally get the thing that all this magical stuff is going to start happening for them, because they finally where they need to be. So we need to really paint the picture, both in the negative angle and the positive angle to really show them that transformation and really help them understand the return on investment that you're bringing to the table. That's really helped with your pricing as well. Because you know, people are willing to pay for things that are going to solve their problems and are going to get them to where they need to be. So we can paint that picture. That's going to help you with your confidence and the understanding of the impact that your product is having on their lives, just by really take going through that process yourself.
(21:40):
And this was going to help them to understand it too. So those are the kind of the key things that I would say, create irresistible packages and the other, I guess the last thing that I want to talk to you about that can really help you to position your product as irresistible is answering this question is why will this work versus all the other options out there? Because they've got the option to go and buy all sorts of things on the market. They've got the option to buy it from all kinds of different people. So what's so special about your product. We know what's in your package that makes it work so well? What do you cover? Is there something that you cover inside of it? And again, if you listen to this as a brand new listener, going back right to the very beginning of the podcast and listen to the unique magic bullet episode where I think it's called, I'm creating market-leading USPS.
(22:34):
And I talk about the unique magic bullet in that, because when you can create that unique magic bullet, which is basically the unique way, that's a huge benefit to ride a client. It's always the science behind why your product works so well. When you can really dig into that and articulate it and embed it and integrate it inside of your products, they become way more juicy, way more special, because people are looking at them going, Oh, okay. I can see, I can see why other things I'm working. Now. I can see why I struggled to do it on my own. Now I can see that with this I'm absolutely going to get the result that I need. I can understand it. It's an epiphany moment. They get it. The penny has dropped. This is why this is going to work yet. I'm in, I'm sold.
(23:19):
Give it to me now, ready to go. That's how you want your ideal clients to feel. And you know, it's not just about the package because it's not a case of build it and they will come. You need to create campaigns around the products that you build you to think about your overall funnel, the sales funnel, I'm not talking about the click funnels, sexy stuff. I'm talking about the flow of traffic. Eyeballs are right eyeballs onto your content that will help to educate them as to why they struggled so far, helps them to understand that you get them as a person that you understand where they're at, and that actually you have the solution for them. And that solution so happens to be inside of this package, that you can buy an access. That's the flow that you need to lead them through.
(24:08):
And so there has to be a customer journey that goes along with your packages. It's not just the case of now, I've got a package off I go, and I'm going to set up shop and shout from the rooftops. You know, we need to make sure that we are getting our messaging tracked in order to make sure that we we're building an audience for the right people for that product and that the messaging that you're using at the front end matches the product at the back end. That's why you always think about your product first, because everything has to be in congruence to that product. So there we go there, we have it, there is today's episode on creating really irresistible packages, and I hope you found it useful again, if you want help, if you want me to help you create those irrefutable packages, then please do get in contact book a call with me at bit.ly/claritycallpodcast.
(25:00):
And the link is also in the show notes. You can go there and book a call with me, and I'm looking forward to doing that. I've just welcomed some incredible new members into my elevate mastermind. My one to one mastermind hybrid, I should say the 12 month program that takes you from where you are right now to market lead a level, which helps you with articulation, with your messaging, with your UMB, with the road, to actually making the fastest amount of cash possible, and also helping you to elevate your credibility and your status as that unrivalled category of one market leader in your industry. And so I just want to welcome all of those people who have joined that program and give them almost like a virtual round of applause. I'm so excited to take them on board. There are not that many spaces left guys on my elevate program at the moment.
(25:51):
I need to take a break to make sure that I focus on the people that are coming through the doors, but there are a couple of spaces left. So if that is something that you want to talk about then do make sure you book a call with me, otherwise, book a call anyway, cause there are other options that we can talk about too. If that, if that isn't currently available or even not a great fit for you, there are other things that we can talk about. Anyway, I'll leave you be, it's been a fantastic episode. It's been great speaking to you and I will speak to you again next week.

About the Author

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts. Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects. She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.