Craft a limited scope solution for clients, valuable enough that clients will pay for it, while giving you the chance to demonstrate your expertise and begin to establish a relationship.
“It’s incredibly difficult to effectively communicate the value of a comprehensive, intangible experience that most people have never been through in the first place and have nothing to compare it to.”
- What is a service that you can deliver in 60-minutes that would be relevant to your typical prospective client?
The client problem that you’re seeking to solve should be narrow enough to result in a concrete resolution within the limited time available, but complex enough for the prospect to require assistance from an expert.
We are often tempted to offer our audience “help with anything” – but it’s much more effective to preempt a singular, specific problem and offer to solve that. It’ll help to ensure your message cuts through to the handful of people suffering from the chosen problem, rather than just getting lost.
- How much will this service cost?
- How many slots will you be able to manage each week?
- What will we name the service?
- How will we frame the service in terms of The Why, The Who, The How and The What?
- Write a 1-page pitch document for the service
Include the following sections in your pitch document.
- Why do you need this?
- Who is this for?
- How does it work? What is the agenda?
- What information or knowledge is required to participate?
- Where does this take place?
- What does this cost?
- What do I need to do to participate?
- Write an FAQ section for broader questions.
- Setup an account on Calendly.com and create a 60-minute event with fixed availability.
- Write any necessary background questions in the Calendly event.
- Link Calendly to your calendar to prevent scheduling conflicts.
- Create a page on your website for all of the information above.
- Create a button to take prospects to the calendly event.
- Link to the service on your contact page.
- Copy the information from the pitch page into an email newsletter, adapt the copy of required, then send to your list.
- Write a 1-2 sentence description of the service and place it in the footer of your blog posts (if you have chosen writing as your content marketing channel).
Helpful articles, books, podcasts and precedents.
- Why Spend Money On Marketing When You Can Get Paid To Market Your Advisory Firm?
- Our New Home Coach by Jennifer Crawford.
- Master Session by Jane Cameron Architects.
- Design Surgery by Amos Goldreich
- The Two Architects by BV-DS Architects