Dear Helen,

I’m a professional organizer and want to develop an information product but I have zero interest in sitting down and writing something. How can I create something valuable that my audience will want?

- Stuck in Spokane

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Dear Spokane,

Good news! The steps to developing any offer, be it a package, program or product, are pretty much the same. And none of it requires you to do a lot of writing. . .unless you want to . You actually already have the content inside you (remember, this is your area of expertise), it’s now just a matter of assembling it into a format your audience can invest in.

I’ve taught a simple “program creation process” in past workshops, so let me give you a quick synopsis –
1. Pick one particular question/challenge you’ve ever been asked about by a client
2. Determine the positive outcome they want instead
3. Identify the specific steps you’ll teach to help them achieve that outcome (again, remember: what you may think is “common knowledge” about your area of expertise isn’t obvious to the rest of us; we need you to teach us)
4. Craft a snappy title and some “benefit bullet points”

A really simple way to develop an information product –and one that totally bypasses the “sit down and write something” obstacle- is to teach a tele-class (workshop, seminar, series) and record it. Then have the recording transcribed, add in some tipsheets and/or checklists to create a workbook, and Bob’s your uncle! You’ve got your product.

How do YOU come up with topic ideas?
Share your comments

Dear Helen,

I’m developing a new program and want to know how much I should charge for it. It will be a 3-month program and will include both group educational calls and some one-on-one sessions. I want to have six people in the group and make about $2000. Does $349 per person sound fair?

- Perplexed by Pricing

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Dear Perplexed,

Actually, I’d say you’re jumping the gun a bit here. One of the reasons so many heart-and-soul-centered business owners undercharge is because they base their pricing on things like how much others in their field are charging, or picking an end goal and dividing by the number of anticipated participants.

Before you can decide on a price for any product, program or service, you first need to determine the value it has for your clients.

What is the specific challenge or problem situation this program will solve for them? How big of an impact will this solution have on their life/business/family/health (whatever area(s) it will impact)? What is the negative impact if they don’t make a change and just continue with things as they are now?

Once you have a sense of how much the program is worth, then you can choose a price that feels comfortable. No guessing required! [See the announcement section for a helpful worksheet.]

Dear Helen,

I have not yet accessed the place within me that knows with absolute certainty that what I do is valuable and effective and not just “a hobby.” I know this is getting in the way of me taking action and getting more clients. I believe passionately that what I have to offer is transformative but I just keep hearing voices of doubt that stop me from moving forward in a big way.

How should I deal with this?

-Feeling Like a Phony

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Dear Feeling,

I think all of us lose our center of confidence at one time or another. There’s always more than one way to pet a kitty* so let me share the first thing that popped into mind.

Based on your choice of words, your place of certainty seems to be a kinesthetic experience for you. Find a spot in your home or office that feels like a “power spot” for you. Once there, stand quietly, with your eyes closed, and locate the place within you where that certainty lies (however small it might be at the moment). Once located, notice the shape, texture, sensation, density and color of it. Feel free to “adjust” those qualities to make it as beautiful and empowering as you like. (Adding sparkles always increased the “happy quotient.” ) Once you have it just the way you want it, allow the feeling to grow, deepen and expand throughout your whole body. Spend at least five minutes a day for the next 21 days allowing this feeling to flood your consciousness.

The doubt seems to be more of an auditory thing. Try this – call up the voices of doubt, one at a time, if possible. Again, “adjust” each one so as to lessen its impact. You might visualize a volume control knob and turn it down. You might move the voice to a different location (farther away, behind or to the side). You might change the tone so it’s pleasant to hear. (One woman, plagued by her mother’s nagging voice in her head, changed it to sound like Minnie Mouse. Then she couldn’t help laughing every time she heard it.)

The only thing prolonging the voice of doubt is your giving attention to it. Make a decision to focus instead on your intrinsic value as a spark of the divine.

*I don’t like to use the phrase “skin a cat”

Dear Helen,

Have you got the magic words that can help me get more people to contact me about my products and services? When people do work with me, they leave happy. But how do I get more of them to get in touch?

– Lots of Free Time in Tallahassee

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Dear Tallahassee,

I wonder – are YOU staying in touch with them regularly? It’s not enough to create terrific programs, products and services. You first (and always) need to create connection. And then build it into an on-going relationship based on warmth and trust.

That’s actually easier than it might sound. With an engaging email newsletter (or some variation), you can build relationship and provide repeated value on a consistent basis. Then when someone has a problem in your area of expertise, you’ll be the one they think of.

I call it a “connection strategy.” Be yourself, stay in touch regularly and offer genuine value. Effective marketing really can be just that simple.

Dear Helen,

I’m still charging by the hour. (I know you think that’s a no-no!) I’ve tried creating packages where they get an extra session if they buy three up front. But it hasn’t really made a difference.

What should I do?

- Feeling Trapped

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Dear Feeling,

I applaud your desire to move away from the dollars-for-hours scenario. Your “get one free” package is actually a discount, rather than a package, because they’re just getting more of your time for less money. (Not the direction we want to go in )

The key to effective packages is to create a bundle of things that don’t all rely on your time. Let me give you some fun examples from clients I’ve worked with:

Massage Therapist:
• Bodywork session with essential oil (client gets to choose from a small selection)
• The bottle of oil when they leave
• Written description (done prettily) of how and when to use that oil
• Discount coupon for future oil purchase

Spiritual Intuitive:
• Intake questionnaire (with catchy title) to explore situation and goals
• Intuitive session
• Guided meditation audio (specific topic, but not custom)

Success Coach:
• 3-session bundle
• “Wisdom card” deck (created by coach)
• 6 month membership in Wisdom Circle

You want your mantra to be, “They’re not buying my time. They’re buying a result.” Look for elements you can include in your packages that leverage your time (like the audio or Wisdom deck above) and help you provide a rich, robust result.

Dear Helen,

How can I increase sales without lowering my prices or giving big discounts?

- Perplexed in Pomona

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Dear Pomona,

Making sales isn’t about price, it’s about value. And the first person who needs to be absolutely convinced of the value you offer is YOU.

Let go of any residual feelings of “It’s wrong to charge for my gifts.” What you do is transformational. Yes, the Universe blessed you with your gifts in order that you might share them but that doesn’t mean you’re supposed to give them away for next to nothing. There is a universal cycle of giving and receiving (note the very important “and”) at play here. Open your heart to receive your clients’ appreciation in the form of money, even lots of it!

Now make a list of every single outcome, result and benefit your clients get from working with you. List ‘em all, even the ones you think, “Oh, that’s nothing special” (because, of course, it is special to the person receiving it). Don’t stop until you’ve got at least thirty results.

Now do you see the value you offer? Share that with your potential clients and you won’t need to worry about discounts.

Dear Helen,

How do I know if I need a website or not? I work with clients face to face so I don’t really see the point.

- Webless in Washington

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Dear Webless,

In this day and age, every business is enhanced by a website, even if your work is mostly done in person. In a service-based business, people want to feel some sense of connection before hiring you and a website is a great way to provide that.

Many local prospective clients and customers are using the internet like a phone book. They may have heard your name through a friend or seen your business card somewhere, and they go online to find out more about you before calling. If you’re not there, they just might go looking for someone else who is online.

Even a simple landing page with a free article, audio or tipsheet, does a lot toward creating connection and making you seem like a real person, not just a business card. (Be sure to include a photo of you, as well.)

Dear Helen,