One of the keys to selling copywriting services—or selling anything, really—is to make it as easy as possible for a potential client to say yes. The more obvious you can make it that your solution is the best solution, the faster you’ll get them to hire you.
The tricky thing is that many would-be clients aren’t entirely sure of exactly what they need. Or they may think they know what they need, but they’re forgetting key elements. For example, they may think that they just need a sale page—but they’re forgetting that they’ll need a series of sales emails to prime people to make the purchase and drive them to visit that page.
For these reasons, packaging your services can make a lot of sense. Note that I’m not suggesting that you bundle your services. You’re not offering a bulk discount—and you shouldn’t, right? It will still take you just as much time to do all of the work, so why would you discount just because you have more of it.
Quick aside: Discounting sends the message that your pricing is arbitrary instead of based on the time you think it will take you to do the work. And if clients think that your pricing is arbitrary, they’re going to try to bargain with you like crazy.
Okay, back to the point. You’re not bundling, you’re packaging. Instead of offering small projects, you can group projects together to better answer a client’s needs. If you work with a lot of entrepreneurs that sell information products, for example, you could offer a “launch package” that includes nurture emails, sales emails, and a sales page. You could even offer a more extensive version of that package that includes a webinar.
Or, if you work with a lot of new business owners, you could offer a “website in a box” package that includes home page copy, about us page copy, services/products page copy, and copy for an opt-in. Want to solve their problem even better? Come prepared with a website designer/developer to build it for them, too.
So, all of this makes sense right? Not so fast, though. There definitely are times when it doesn’t make sense to package your services.
When doesn’t it make sense to package your services? When you’re new—when you’re not 110% sure of the best packages to create.
When you’re new to working with clients, or even new to working with a certain type of client, you don’t know their businesses well enough to craft a package that’s going to be valuable to them.
Trying to create packages when you don’t know their businesses exceedingly well means you’re likely to include things that they don’t think are necessary/valuable and possibly forget things that are. Packages need to come from your expertise in an area and your in-depth understanding of what a client needs. They need to provide expert guidance to a client and make it immediately clear to a would-be client that you understand their needs and you’re the best person to answer those needs.
Packages that don’t resonate with client needs just confuse them and make them question whether or not you’re the right person for the job. And remember – you may not get the chance to address those concerns in person! If someone gets to your site and sees a package that doesn’t quite make sense to them, they may never reach out to you, to begin with.
Packaging your services can be a great way to guide potential clients and guarantee yourself larger paychecks. BUT, you need to be absolutely sure those packages are valuable and they’re what your future clients want. And the best way to be sure of that? Experience with those clients.
Your turn! Does all of this make sense to you? What kind of packages could you offer? Let me know in the comments below!