Creating and selling packages with Prerna Malik

Presented live on Tuesday, May 28, 2019

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In this live Tutorial we dive deep into a topic nearly every freelance copywriter on the planet has struggled with.

We’re talking:

Selling. Copy. Packages.

This is advanced productized service stuff, which is why we’ve brought in Prerna Malik to teach it.

Prerna runs a badass copy business and sells tens of thousands in copy packages. She’s sold ’em to the likes of Pat Flynn and to course creators galore. And she’s going to walk us through:

  • Resistance! Why a world of copywriters and consultants foolishly hate on copy packages
  • How she’s stacked up business-stabilizing influxes of cash with smart copy packages clients rush to buy
  • The mistakes you might be making today with your packaged services (she sees service businesses make these all the time)
  • A framework for creating your own packages… so you can avoid costly mistakes

Wanna get started in creating and selling packages? Check out the full Tutorial below. And grab your Profit-Rich Package Creation Worksheet from Prerna right here: https://contentbistro.com/tutorialtuesday/

After Prerna’s tutorial, you should watch this tutorial too: The 4 productized services to sell now as a freelance copywriter.

TRANSCRIPT

Joanna: We’re
talking today about packages, so if you are a freelance copywriter
and you have struggles with selling your services or putting proposal
after proposal together, Prerna is here to chat with you about how
she uses packages.

Prerna,
what do you got to share with us today? How are you?

Prerna: I
am very good. I have a full presentation. I’ll be diving deep into a
lot of things, and I hope it isn’t a lot of information.

Joanna: It
will be; I’m sure of it.

Prerna: It’s
a topic that you know I’m borderline obsessed about.

Joanna: You’re
pretty passionate on it which is great, right? You wouldn’t be if you
didn’t get awesome results.

Prerna: Let
me know when it’s good to share because I’m actually …

Joanna: Let’s
dig in. We’ve only got 27 minutes left for everything.

Prerna: All
right, so, sharing screen. You should be able to share my screen and

Do you see my presentation?

Joanna: Yes,
perfect!

Prerna: Okay,
good. Let’s go into play mode. I was watching one of your Tutorial
Tuesdays where you mention that your screen froze at like the first
slide, so if you see that happening with me …

Joanna: I’ll
let you know.

Prerna: Okay,
Great! So, How to create profit-rich packages that easy to sell using
the Image Framework. That’s what I’m going to talk about, but before
we do that, let’s look at why should we create packages.

Joanna: Okay

Prerna: Why
show a picture of my beautiful family on vacation in Dubai on a slide
that should actually be talking about why shouldn’t we create
packages? Cause this is why. If you want to get your time back, if
you want to take vacations, like four vacations in a year, which is
what we do, and still work with clients who are amazing and
incredible like [inaudible 00:02:19] then you should create packages,
but honestly, creating packages is the easiest way for you to be more
profitable, more productive, and make every piece of research that
you’re already doing for clients like work hard for you, and just do
more for you, I don’t see why anyone wouldn’t want that.

So
for those of you who don’t know me and why did Joanna invite me here,
I’m the co-founder of Content Bistro, which is a boutique copywriting
agency where we work with some great clients and certified [inaudible
00:02:54]copyrighted but more importANTLY, I’m someone whose used
packages to [inaudible 00:03:03] without launching a single course,
without going into debt, without being burned out. I’ve really
enjoyed time with my family, enjoying time off, and taking time out,
and doing great work. Last year, we did $210K, and this year will be
closer to $230K. It’s been pretty awesome, in fact, last year alone,
we sold over $90,000 worth of packages alone, so like 50% of our
revenue is from packages, which makes it such a simple decision.
Again when it comes to creating a package, Yes, I have a wish list,
of different packages, which means that I don’t really need to do any
marketing, I just need to tap into the wait list, and I need

[inaudible 00:03:54]

into the business. That’s why you should do
packages, and our goal from this Tutorial Tuesday is for you to walk
away knowing that you can create a package that is super profitable
and productive for you because you want to create a package that’s
not just a good money-maker but also that’s also a breeze to run.

Let’s
talk about the fact that all packages are not created equal.
Packages, in my opinion, are like personalities. They have multiple
layers to them, which is why they are so beautiful because even if
you created a package that is exactly the same as the package that I
have, in our case for instance, [inaudible 00:04:42] has been
imitated I don’t know how many times in a month, I’m flattered by
that, I love seeing other copywriters launch it because I know that
at the end of the day their copy package and my copy package are
going to be very, very different, and that is the beauty of packages
is that all packages are not created equal, especially when you
create a package in this framework, it just helps you stand out in a
crowd.

But
before we dive into framework, what I really want to look at are the
reasons why people don’t sometimes do packages or why packages get a
bad name, and that’s because of the 3 no-good, very bad mistakes most
copywriters make with their packages, and this is something that I’ve
seen over the last so many years, and I’ve like spoken to copywriters
and tried creating packages and they’re either not sold or if they’re
sold, they had a miserable time delivering it, feeling like they’re
being under-paid and you know, over-worked. So, these are 3 mistakes
that we found people making over and over again.

Mistake
#1: Be a muggle. For those of you again who don’t know me, huge Harry
Potter fan. I find it very difficult to write any piece of copy for
my own brand or any presentations like this without a Harry Potter
reference. So, in Potter world, a muggle is someone with no magical
powers; a muggle is a normal, everyday person, and as copywriters,
you’re not a muggle. You have so many magical powers; you have the
power of persuasion, you have the powers of conversion, you have the
power of psychology, you have the power of emotion, you have the
power of personality, and you use all these powers to write great
copy, to do great marketing, so why not bring these powers and use
this magic to create a package? Don’t be a muggle who gets lost in a
sea of muggles.

Mistake
#2: Be Hermione. Hermione is a super strong role model for so many
girls, and I love her, but she has the tendency to be a people
pleaser; she has the tendency to raise her hand and want to do
everything even though she knows it’s going to overwhelm her, burn
her out, she has the best interest at heart, but she ends up really
exhausting herself. And if you create a package where you end up
raising your hand and being everything and doing everything for a
client who actually signed up for a small package, you end up hating
packages for the rest of your life; you have nothing, worse possible
use of your time, you don’t want to be a Hermione.

Mistake
#3: Be Ron. Ron Weasley is Harry Potter’s best friend, and he is a
solid rock; great guy to have in your corner; however, Ron suffers
from lack of confidence, especially in the early books. He lacks
confidence in his own abilities and some of his friends, and as
copywriters, if you find that you’ve created packages, and you’re
questioning your own self-worth, you’re questioning whether you
should charge say 5 figures for a package, that’s where your
confidence comes into play. And you don’t want to be an
under-confident Ron when tacking on a 5 figure price tag because you
want to show up with confidence, not only in pricing and packages but
also in running those packages, and how do you do that? You create a
winning package.

A
winning package that is based on an image framework, and the test for
a winning package is the 3E formula. The package should be easy to
create, easier to sell, easiest to deliver. Creating a package
shouldn’t feel like you’re walking on nails, sitting in a dentist
chair, it shouldn’t feel painful. It should feel fun; it should feel
exciting; it should feel like you’re giving something really great to
the world and you created …

Using
again, what we’ve been talking about, the item 5 part of the image
framework, you’ll find that it’s so much fun to put a package
together. So, easy to create, easier to sell. When you create
packages, that take your client’s needs into account, that take your
skills into consideration, that take your experience and expertise in
account, you’ll find that it becomes so much easier to sell the
package; selling the package does not have to be challenging. Those
of you who don’t know this, when we first launched, I had just used
social media updates, I didn’t have a sales pitch, I didn’t have
emails, I used social media updates and a free form for people to
fill in and buy a package. Over the years, the package has gone
several iterations; we then moved to a sales page. [inaudible
00:09:42] It was a good problem and it led to a problem where we had
too many people buying the package, so we replaced the [inaudible
00:09:50] and people started signing up for the papers, again a
really good problem to have. Today, the latest illustration we have
an application process so we can really filter out whose signing up
and be very selective about who we work with. Bottom line, it doesn’t
have to be difficult to sell your package; it can be super easy. The
idea is it should be very easy for your prospects to understand what
the package involves and to understand how they can get their hands
on it. Don’t over-complicate it; don’t over-think it.

Finally,
most importantly, your package has to be easiest for you to deliver.
That is the goal, right? You don’t want your package to be beyond
stressed, burnt out, or exhausted. You want delivery of package
confidence, have fund doing it, show up and just have a real blast
with it. So, all of this is what goes into creating a winning
package.

Let’s
talk about the image framework. The image framework is what we
reverse-engineered, my husband and I, we worked together. We
reverse-engineered when we were considering looking at what made some
of our packages really, really successful and why some of them
probably didn’t get the attention they deserved. Not 100% of my
packages haven’t been wildly successes; I’ve had quite a few that
have been a fair amount of [inaudible 00:11:31]. So we realize that
the five things that made the biggest difference were these which
have lined up nicely as the image framework, fairly straightforward:
Identify, mindset, audience, get clear, and engage. In the interest
of time, I’m gong to dive really deep into identify because that is
the foundational step when it comes to creating your package and also
touch on everything else so that you know what to keep in mind when
you’re working on your profit-rich package creation worksheet that I
shared with you after this tutorial. Before I go further, Joanna, is
there anything you want me to cover, talk, or should I just go
through?

Joanna: No,
this is good, I think the only thing is just a little bit of setting
expectations for some people who are like, “Can you just give an
example of what’s in a package?”, so they’re starting to… just
help them visualize what they’re working toward.

Prerna: I’ll
talk about what goes into different packages. Then I’ll look at the
three approaches we can take when creating a package and then what we
can do is, I can come back to questions and answer specific questions
about package creations.[inaudible 00:12:43]

So,
identify is what is it that you will create and why are you the best
person to create it? This is the first foundational step and this is
what we’ll be diving deep into to answer. I’ll give you a couple of
examples of what could be included in the package.

Mindset
is brain fuel for everybody. It’s not write a hundred affirmations
kind of mindset, but mindset is what helps you show up with
confidence when you’re pricing a package as well as help you show up
with confidence when it comes to running your packages or delivering
them for that matter, so mindset for me is three-fold. It’s
self-talk, which is the internal dialogue in my head,
self-stationing, which is how I choose to position myself and how I
show up online, and self-care, which in this case is all about
boundaries. How are we going to make boundaries [inaudible 00:13:45]
into your packages? [inaudible 00:13:53] How responsible you’ll be,
who will you be interacting with, you have all that factored in, it
becomes very easy for you to have boundaries in place and enforce
those boundaries. For self-talk dialogues, it’s super helpful for you
to review your wins, review your expertise, review your experience,
the results you’ve gotten, that just helps you tune into why you’re
charging what you’re charging, why is it worth that much to the
client, what is the [inaudible 00:14:19] the client is going to get
from the package.

Audience,
your audience is your strongest ally. It’s your biggest asset, and
knowledge of your audience as copywriters and marketers, you know
that knowing your audience is super important. We know that it’s key
for us to know who our audience is, and it’s no different when you’re
creating a package. It’s so important that you should know their
pains, their struggles, their secret hopes and desires, what is it
that they really want, they may say one thing, but they really want
another, so you know all their business … Use all that knowledge
off of your audience, in this case your prospects and your clients,
and use that when you’re creating your package. Once you know all of
that, it’s time for you to get clear.

Clarity
is the bed-rock of profitability. Clarity is where everything comes
together and honestly, I learned this from Joe, when I was learning
to write better copy, because Joe said it’s better to be clearer than
be clever or cute, and I realized it’s the same thing when it comes
to writing copy. You want to be super clear who is this package for?
What’s included? What’s not included? Who should not go for this
package? Who would not be the right fit? Why are you the best person
to teach this? Once you are clear with all of this, it becomes very
easy for you to sell which is engaged.

I
look at sales as engagement and empowerment because it’s so much
easier when you’re empowering your audience and helping them move
forward, take action, and when you come from a place of engaging your
audience, pricing and positioning becomes super, super easy. When you
have all this in place: When you know who you’re offering it to, why
you’re offering it, when you know you have the confidence to charge
whatever you feel is right and what makes the most logical sense to a
client as well, when you know your audience inside out, it becomes so
much easier with you to sell that package and position it the right
way.

With
that done, let’s dive into identify and what it means. Joe, how are
we doing on time? I want to leave time for questions.

Joanna: You’ve
got a max of 10 minutes left. Good Luck.

Prerna: All
right, so let me just go through this, [inaudible 00:16:51] I can see
questions pop up on the screen and stuff.

So,
identify is really straight forward; you know, what is it you will be
offering and why are you the best person to offer it, what makes you
credible in terms of skills, expertise, and other results you’ve
gotten, and again it’s not always, you can always use a package to
actually pivot into a new service, and I’ll talk about that in just a
minute, but it’s very important that you get what will you offer. The
reason you want to focus on this is because when you are clear on
identifying what is it you’re offering and why are you the best
person to offer this, it helps you avoid the 3 no-good mistakes but
more importantly, it helps you create and lay the foundation for a 3E
package, a package that’s easy to create, easier to sell, and easiest
to deliver.

When
you’re identifying what is it that you should create and why you’re
the best person to create it, you can take 3 approaches with this.
You can go narrow, wide, or deep. When you go narrow, you focus on
one service, and you look at elements of that service, and you use
that to create a package. For example, say you have a website design
business, or maybe a website copywriting business. A website audit is
one part of that, so you can pull that audit out and offer that as a
package or a privatized service with the pre-work elements and
post-work elements included. So you don’t just say, I’m going to give
you a website audit, you walk them through exactly how you’re going
to do that. You make that process super clear, you build the package
up so the pre-work could include the questionnaire; you could include
a call in it, depends on the level, if you want it to just be like an
automated thing, maybe you don’t want to call, but [inaudible
00:18:50] offer an audit package where a … call before the audit
and after the audit as well, so you break that audit down into
different elements and offer just that, so you go narrow. Similarly,
if you’re a designer it could be a new offer branding services, your
package could just be part of the branding services, you could put
out a brand pallet and logo clipboard and things like that, so you
give them that and show them how that’s going to help them with their
branding. You help them take one small step forward. Creating a
narrow package makes a lot of sense if you want a starter package if
you want a package for prospects that have never worked with you
before and you want a really easy in for them to get to know you, get
to know what it is that you can do for them. So a narrow package
would work really well. You can go wide and you can go deep.

Deep
is where you focus on one core outcome. For instance, in our case,
like with the fully loaded launch thing, a stress-free launch was the
core outcome that we were focused on. We wanted to help our clients
experience a launch where they weren’t scrambling around for either
social media, a blog post, or whatever, so we gave them everything
they needed. That’s not how the package is structured right now, but
that’s how it was in the early days. We wanted it to be a totally
stress-free launch and we structured the package to focus on that
core outcome, so you focus on one core outcome and look at the
services that will help your client accomplish that outcome, and then
you create a package with those services put together.

Finally,
you can go wide. So, in wide, you focus on one piece of a big
picture. I tend to look at it as being a marketer, as the marketing
puzzle, I look at it as one piece of the marketing puzzle. I pull
services from different parts and see how I can help my client knock
that piece of the puzzle out, or throw that piece of the puzzle out,
so for instance, we have a content marketing strategy package that we
used to offer back in the day when we were doing business launching
and social media. So in this case, what we would do, is we took a
strategy session, which by itself could be a package actually on its
own, service on its own, but we added a strategy session into a blog
editorial calendar which again can be a stand-along service but we’re
going wide, we’re helping them tackle one piece of the marketing
puzzle. And we added four blog posts, so it was wide package that
covered their content marketing needs, and we could keep them wider,
social media updates, as an optional add-on to promote those blog
posts, we could include images to include in those blog posts so
again, you just keep going wide.

That’s
narrow, wide, and deep, and that’s how you would create packages like
how you would tackle thinking about creating a package or starting to
think about what is it that you should include. You can go either
narrow, you can go wide, and can go deep, depending on what your
goals are from package creation.

[inaudible
00:22:26] Package worksheet that walks you through Image Framework
and all the other aspects as well. Has questions so you can answer
and create your own package.

Joanna: Awesome,
Okay, well then let us wrap this up. Prerna, Thank you for that great
overview of selling with packages and everybody else be sure to go
over to that link, get the download, hear what Prerna’s got to say;
it’s all good. Prerna, Thank you so much.

Prerna: Thank
you.

Joanna: Thanks
everybody for attending. Thank you Perry for supporting. Awesome,
we’ll see you. We’re off for the month of June. I’m getting hitched,
so I’m taking June, not off from work, but like a couple days off.
We’ll see you back here for Tutorial Tuesdays in July. You can see
the schedule online, and otherwise, have a great rest of your day,
everybody. Bye, Thanks, guys.

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