I can’t believe I’ve already done one-quarter of the How Great Marketing Works course. I’m feeling more confident, and I have a stronger sense of what I can offer people. So this is exactly the right time for me to be doing Module Three, which is all about what you offer.
What’s in Module Three – Build the Offering They Want!
This module encourages you to explore each of your products in more detail. If you don’t have physical products, you can think of a service as a product. As a service provider, this struck a chord with me. It also prompted me to look at the value of my products, not just in terms of price, but in terms of the value I bring to my customers.
It’s all about how to Make Your Products Remarkable.
So, what are the take-aways?
- I defined my products.
I looked at each of the products I offer separately to see how well they stood on their own. I also considered how they fit as part of my overall offering. This helped me reaffirm my business identity, as a person who helps people tell stories.
- I figured out which products people wanted.
I decided to concentrate on delivering a couple of core products that I knew people would want. This is the 80:20 rule, meaning 80% of my business comes from 20% of my products. Now I can concentrate my energy where it will be most productive.
- I figured out how to get the pricing right.
I’ve always found pricing tricky, but this module helped me figure out how to set a price that truly reflects my value, and it reminded me of the importance of including time as a cost.
- I made my products tangible.
When you’re selling to people, first impressions count. So this module helped me to package my products attractively, even though they’re not physical products. I also identified ways to make each product memorable.
- I figured out whether my products work for customers.
It isn’t just the packaging of a product that needs to be right. It also needs to be able to deliver what the customer wants. I’ve now made it easier for customers to buy from me, because I can explain more clearly how the products work.
- I turned my mission into action.
This module helped me to think about how to link my mission to the services I offer. This means I’ll be less bogged down in the day to day, and less influenced by what other people think.
- I thought about whether my team would buy it.
I don’t have a team, but I work with volunteers. I realised that they could give me valuable insights about how I run my workshops. If I give them the opportunity to help me design better workshops, they’ll share my sense of purpose and be more committed to volunteering.
- I figured out who’s responsible for my success.
If my business grows the way I want it to, it will no longer be possible for me to run every aspect of it myself. I need to be clear on who will be responsible for each aspect of my offering. Then my team will make sure the business keeps delivering remarkable service.
An integral part of this whole programme is the worksheets. The videos help you think about the ideas proposed but I’ve realised that you get something extra from doing the worksheets.
You get to figure out how to apply these ideas to your business in a way that pushes you to make a change.
What I achieved using the Worksheets in Module Three
These worksheets helped me face up to issues I needed to deal with, and I will now be taking actions that will help me boost my sales. I’m delighted with that because I didn’t think the course would impact sales so early on.
These worksheets also encouraged me to look back at worksheets I’d already done, I was able to evaluate my progress and adjust the worksheets to reflect the new knowledge I’d gained.
Here’s what I did in the worksheets in this module.
- I gave my products a name.
I pinpointed exactly what products I offer and named them. This helped me to feel that I’m selling something tangible to customers.
- I thought about how my products made my customers feel.
This is something I often ask people about when I’m creating content for them, but it’s good for me to clarify this for myself.
- I measured my sales.
I ranked my services according to the value and number of my sales. Looking at those figures made me realise how much room I have to grow.
- I developed a pricing strategy.
This was the most important task of all for me. I pinned down price points according to what my value is – and I’ll be sticking to them.
- I identified my competitors.
For the first time, I took proper stock of my competitors, what they do better than me – and what I can do better than them.
- I learned how to package my products.
I identified the things that would make people stop and pay attention – my words and my storytelling abilities.
- I created my why rules.
These rules will help me turn my vision, purpose and mission into action. They’ll help me improve my offering to my customers, and keep them coming back.
- I imagined my team of the future.
When I bring people on board to work with me, I’ll know what to say to them and how to fill them with purpose, thanks to the worksheets.
- I identified key performance indicators (KPIs).
I pinpointed the KPIs I want to achieve and gave myself a deadline for achieving those KPIs and identified who’d be responsible for achieving them.
Key Insights from Module Three
I learned a lot about products and services and how we communicate them in this module. More than that, I learned something about me and my relationship with what I offer out there. I’d like to share that with you in these 6 Insights.
- I realise that I have value.
I’ve always worried that writing isn’t really something people need in their lives. But I realised that I have a real offering for people, and that I can help them build confidence in themselves, which is valuable.
- I’m overcoming my pricing issues.
This module has helped me to grasp the nettle and set prices which are more reflective of what I offer. I’ll be more upfront in dealing with money issues, and this in turn will make it easier for customers to buy from me.
- I got an insight into my customers.
It was interesting to think about what prompts customers to buy from me and how they feel afterwards. I was able to put myself into my customers’ shoes. Now I’m in a better position to give them what they want.
- I’m more grounded in my mission.
I’m going to be less swayed by the opinions of others, and as a result, the message I spread about my business will be less confusing.
- I explored the potential for growth.
If I want to grow, I will need other people’s help. Thanks to this module, I’ll be able to communicate my vision more clearly to them when they come on board. And they’ll be just as committed to helping me grow the business.
- I identified ways to keep my offering remarkable.
Figuring out what made my offering great was a positive experience. It was also refreshing to realise that my future team can keep the offering just as remarkable even if I’m not always at the helm.
If you want to find out more about the rest of my journey towards creating great marketing for my business, take a look at my other posts on the topic.