Do you have an incredible skill or expertise and dream of packaging it into a service that sells? You've come to the right place! In this blog post, I’ll share expert steps you can take right now to create a service that your clients will love and actually buy.
Creating a Profitable Offer: The Basics
If you want to create a profitable service offer, you must start with a strong foundation. Many entrepreneurs skip this step, but understanding your mission, vision, and values is crucial. This foundational stage guides the offers you create, the messaging you produce, and the clients you will attract.
The Importance of Mission, Vision, and Values
Your mission statement succinctly identifies what you do and how you create an impact with your ideal clients.Â
Your vision, on the other hand, outlines where you hope to go and what you aim to achieve. Lastly, your values define the principles that guide your business operations. These elements ensure that as you scale, your offers align with what you do and where you want to go.
Here’s and example of the mission, vision, and values for Brianca Johnson & Co.:
Mission:Â We are dedicated to becoming the foremost authority in marketing coaching and consulting for companies, organizations, and entrepreneurs, delivering tailored solutions that drive growth and success for our clients.Â
Through strategic partnerships with educational institutions, nonprofit organizations, and small businesses we aim to revolutionize marketing education, offering comprehensive training programs and white-labeled curricula to shape the marketers of tomorrow.
Vision: To revolutionize how organizations engage and activate their audiences by providing custom, comprehensive marketing solutions that amplify their impact, inspire action, and foster meaningful connections with their communities
Values:
ExcellenceÂ
Innovation
Community
Fast Action
Fun
Integrity
Authenticity
Spend some time to get clear on the mission, vision, and values for your company. It will shape who your ideal client is. Â
Identifying and Understanding Your Ideal Client
Once you're clear on your mission, vision, and values, it's essential to understand who your ideal client is. This involves knowing their demographics (age, gender, location, income) and psychographics (pain points, desires, motivations). For instance, knowing that your ideal client is a woman aged 25-45 who lives in a major city and earns a moderate income helps you tailor your messaging and targeting effectively.
Understanding your ideal client's demographics and psychographics provides insight that goes beyond superficial details. For example, details about what cities they live in and what activities they enjoy enable you to craft highly targeted ads and engagement strategies.
Market Research: The Key to Your Client's Heart
Once you have a clear picture of who your ideal clients are, market research is the next critical step. This research can be conducted via forms, polls, and coffee chat calls. Gathering and aggregating this data is essential for creating an ideal client avatar, which will guide your service development and marketing strategies.
By leveraging market research, you gather valuable data that you can use to fine-tune your service offerings. For instance, if you're targeting women in the 25-45 age range who are starting businesses, you might use the responses in your market research form to learn more about their biggest challenges and desires and craft your website and email copy with what you learn. Offering a small incentive, like a Starbucks gift card, can motivate them to provide this valuable information.
Developing Your Offer Using the 5 P's Framework
To ensure your service is not only attractive but also compelling to your ideal client, use our signature 5P Framework: Positioning, Person, Process, Promise, and Proof.
1. Positioning
Positioning defines what you want to be known for in the market. For example, our positioning is: "As a marketing operations and automation strategist, I help service providers, particularly women entrepreneurs, to launch and grow their businesses using simple strategies and advanced automations."
2. Person
Your "Person" is your ideal client avatar with detailed information about their:
DemographicsÂ
PsychographicsÂ
CharacteristicsÂ
InterestsÂ
BeliefsÂ
Preferred CompetitorsÂ
Aspirations
GoalsÂ
Things They’ve Tried BeforeÂ
+ any other information they want to share
3. Process
The process details the steps you take to deliver the transformation your client seeks.Â
Example:Â
Our signature process is:Â
positioning your expertise,Â
priming your audience, andÂ
planning a successful launch.
4. Promise
The promise is the specific result or transformation your ideal clients can receive from your service.Â
Example: Our promise is to help service providers
Build, launch, and grow their service-based business to consistent five-figure months using simple marketing strategies and advanced automations.Â
5. Proof
Proof includes testimonials or case studies showing the success previous clients have achieved by following your process. This could be both qualitative and quantitative data.
Onboarding and Off-boarding: A Seamless Journey for Your Clients
The client experience begins from the moment they express interest in your service. A seamless onboarding process ensures that your clients feel welcomed and familiar with what's to come. This might include an initial discovery call, an application form, and a clear explanation of what the process entails.
Likewise, the off-boarding process is equally important. Creating a structured system to capture testimonials, turn clients into affiliates, and get feedback can be invaluable for continuous improvement. The goal is to make your clients feel valued and appreciated even after the service is completed.
Learn more about how you can build a five-figure sales funnel by watching this free training:Â
<div class="klaviyo-form-V6ZV6E"></div>Simple Tech Solutions to Streamline Your Service Offering
Starting with complex and expensive systems is not necessary. Focus on simple, low-cost tools to manage your service. Dubsado, for instance, is an excellent CRM tool that allows you to send emails, contracts, invoices, and even set up automations for as low as $35 per month.
Other valuable tools include:
- ThriveCart: Ideal for course creators and digital product sellers.
- Shopify: Perfect for multiple digital products, offers round-the-clock availability.
- Stripe or PayPal: Simple and reliable payment solutions.
Leveraging Social Media for Maximum Impact
In today's digital age, having a strong social media presence is indispensable. Platforms like Instagram, Facebook, LinkedIn, TikTok, and YouTube allow you to reach a wider audience and establish a personal connection. Create engaging, value-driven content that resonates with your audience. Consistency in posting, engagement, and responsiveness are key–but consistency does not mean that you have to post everyday.Â
Create Content That Sells Without Selling
Content marketing involves sharing valuable information and showcasing your expertise without overtly promoting your service. This could be through blogs, social media posts, and video content. Answer popular questions, share your insights, and create a sense of trust and authority. This method not only builds your credibility but also attracts potential clients organically.
SEO: Your Ticket to Visibility
Search Engine Optimization (SEO) is another crucial technique to ensure your service gets the visibility it deserves. Optimizing your website and content for specific keywords that your target audience is searching for can significantly improve your rankings on search engines.
Advertising: When and How to Do It Right
While advertising can be a more advanced strategy requiring a budget, it's effective when done correctly. Use platforms like Facebook, Instagram, and LinkedIn to run ad campaigns targeted at your ideal clients. This is a great way to create awareness and drive traffic to your service offerings.
Building and Nurturing Your Community
Focusing on community building can pay dividends in the long run. Create a space where your clients and audience can interact, share experiences, and find value. Platforms like Facebook Groups, Circle, Mighty Networks or even a dedicated Slack channel can serve as community hubs. This not only helps in client retention but also positions you as the go-to expert in your field.
Newsletters: Stay Connected and Engaged
Email marketing remains a powerful tool for maintaining ongoing engagement with your audience. Regular newsletters featuring valuable content, updates, and special offers can keep your audience informed and engaged. Tools like ConvertKit make it easier to automate your email campaigns, ensuring consistent communication.
Offline Marketing Strategies
While digital marketing is essential, do not overlook the power of offline marketing strategies. Participating in industry events, organizing workshops, and even hosting your own events can help you meet potential clients face-to-face and establish lasting relationships.
Podcasts and Vlogging: Enhancing Your Personal Brand
Starting your own podcast or vlog can be an exceptional way to share your expertise and engage with a broader audience. Consistently sharing valuable content through podcasts or videos can establish you as an authority in your field and attract new clients.
Utilize Referrals and Profitable Platforms
Never underestimate the power of referrals and partnering with complementary service providers. Encourage your satisfied clients to refer others, and consider offering referral incentives. Additionally, partnering with professionals or companies that offer complementary services can help you reach a broader audience.
You can learn more about how to leverage profitable latforms in our 3-part Profitable People Program.Â
Harnessing the Power of Newsletters and Community Building
Maintaining consistent engagement through newsletters and community interactions is crucial for client retention and ongoing service promotion. These efforts foster a sense of loyalty and keep your audience engaged with your brand.
Crafting a Premium Package
A premium package sets you apart and allows you to offer exceptional value to your clients. This could be a comprehensive service that offers more in-depth solutions, hands-on guidance, and exclusive resources. Crafting such a package can attract higher-end clients willing to invest in their own success.
Common Mistakes to Avoid
Here are some common mistakes that new service-based entrepreneurs often make:
1. Wrong Audience
Marketing to everyone dilutes your message. Instead, focus on a specific audience that has a genuine need for your service. Refer back to the ideal client avatar that you crafted at the top of this blog post.Â
2. Over-reliance on Social Media
Don't put all your eggs in one basket. Diversify your marketing strategies to include SEO, email marketing, and offline channels.
3. Not Consulting Experts
If you're not a marketing expert, consult with one. Crafting a sustainable and profitable marketing plan often requires expertise that goes beyond your core skills. If you need help, book a Clarity Call here and let’s talk about how I can serve youÂ
FAQs
Where Can I Market My Service Business?
Social media platforms like Instagram and Facebook are great starting points. Additionally, forums like Quora and Reddit can be goldmines for attracting your ideal clients.
What is the Importance of Digital Marketing for Service-Based Businesses?
In today’s digital age, an online presence is essential. Even if you don't gain direct clients from it, it acts as social proof and provides essential information for potential clients.
How do I Find Clients for My Service Business for the First Time?
Consider launching a beta offer, asking for referrals, collaborating with profitable platforms, running ads, or consistently promoting your service via social media and email marketing.
Final Thoughts!
Developing a service that sells is both a challenging and rewarding journey. With a solid foundation, a clear understanding of your ideal client, and effective marketing strategies, you can attract and retain clients successfully. If you face any challenges, exploring professional guidance through our Clarity to Coins program could be your next best step.
Comments