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Van: Factuurexpress Part II - I talked about how people like programs, and programs are a great way to make your service more tangible. I also shared a simple formula for creating your program. Now let's take a look at some of the different ways you can deliver your program. First of all, remember that a program doesn't mean you have to invent anything fancy. It's nothing more than taking your service and organizing it into some number of steps or activities. The best way to deliver your program is to use a format (or combination of formats) that works best for you. Let's say you're a great public speaker but not much for communicating by email. No problem. Your program can include regular public presentations and teleclasses that deliver your solution in 3 steps (or 5, or 7...you get the idea). Need to send notes? Hire a virtual assistant to take care of that for you. What if you're a wiz at email and on the telephone but public speaking makes you quake in your boots? Once again, this is easy to accommodate. You can give unlimited email access to your program clients, along with 1-on-1 consultations anytime they have a question. Here's are two different examples of a program, for two very different businesses. The first is for a cash flow consultant, the second for a coach. Even if your business is different than these, you'll easily be able to adapt the ideas below to your own service. Program A (for the cash flow consultant) - Since your primary aim is to find money businesses, why not create a program that: #1 Analyzes their current cash flow situation, using our "5-Point Assessment" (you'll have to create that, but I bet you already have an idea of what the 5 points are that you would look for) #2 Provides a minimum of 3 different options to shorten cash flow wait time by at least 30% #3 Offers direct contact with a quality resource based on the preferred option chosen from the above list. Now wouldn't that be easier to market than "I can get you more cash now"?! Let's take a look at the example for a coach... Program B (for a coach) We'll say your specialty is helping people going through a tough transition. It may be job loss, new job, new marriage, divorce, aging parents...just about anything in our lives can be considered a tough transition! You could offer a 3 step program that coaches people to: #1 Go From Feeling Stuck Or Overwhelmed To Creating Options #2 Make Decisions That Are Right For You #3 Take Action With Confidence Remember, your program doesn't have to promise the same result for everyone. What it promises is a logical series of decisions, steps, or activities participants are going to go through. Each phase of the program is designed to bring your client closer to their goal. As my California cousin would say, "programs are way cool!" Now it's your turn! Kendall It's Your Turn "~ Readers Share Their Toughest Marketing Questions! ~ "I have a question that frustrates me a lot. I offer affordable organizing services to small business owners (small office, home office). First I do an "Initial " service, usually a day long. Then I offer some services on a regular basis to clients. I would love to turn those initials into weekly or biweekly, or even monthly recurring clients. I haven't mastered "getting the booking" if you will for the subsequent visits. I have a couple of clients now who seem to be interested in having me come back on a regular basis, but have not booked yet - and I don't want to push it - and scare them away - Is there a way I can approach the issue to get the booking - or am I doomed to "wait and see if they call"...???" Signed, Like Herding Cats Dear Herding Cats: Sounds like you're faced with the very challenge of why a business owner hires you in the first place - to get organized! But if you're waiting for a busy person to organize you as their solution, you're going to be waiting a long time. I think your solution is actually pretty simple. Think of it this way - people who are busy and/or disorganized crave the allure of having every thing in it's place. They also know how upset and guilty they get when there's chaos. I bet that if you follow these key tips, you'll see a difference in the response: Tip#1 Make your follow-up offer clear and easy to understand. Don't be wishy-washy or undecided. And don't feel compelled to offer more than one ongoing plan. Be specific as to exactly what is included and how often. Tip#2 Use emotionally evocative language to engage their gut. Don't say, "I can come back twice a month to keep things in order." Boring! Instead, you can say, "No matter how many piles you make, or how much things get out of hand, you'll know that twice each month your office will look like a miracle just happened." Tip #3 Make an irresistible offer. For example, let them know in advance that if they sign up for your 1-year Clutter-Buster program, they only pay for 11 months and the 12th month is free. As the "mom" to three calico cats, I can attest that, just like clients, they require a compelling reason to do more than stretch their legs and say, "Maybe." Make it worth their while with a good belly scratch and a tasty treat, and they'll purr just the way you want them to! Have a tough marketing challenge? Send it to me and see it published right here, along with specific coaching to solve it. kendall@kendallsummerhawk.com Personal Reflections ~ My Thoughts On ... ~ I have to pat myself on the back. I have been either on time, or within 5 minutes of being on time, since the beginning of the year. This may not seem like a big deal to you, but for a person who was born two weeks late (and seemingly determined to maintain that status every since) this is a masterful accomplishment! It wasn't a New Year's resolution that made the difference. I finally too notice of how stressful it is to be late. So why did it take this long to see such an obvious consequence? Because before, I thought that level of stress was normal. When I took my 16 day holiday last month, I found my own natural rhythm, and it sure didn't include the heart racing, "I gotta go!" adrenal rush I had become accustomed to. Being on time has taken effort!I have to think about how long it's going to take me to get ready, and be willing to admit that even though it would be nice to say, "I can be ready in 20 minutes" the truth is, it's usually 40. I've also had to learn to ask how long it takes to get somewhere. I can be like a guy that way. I admit I feel a little silly when I ask my mom or Richard, "How long will it take me to get?" but when I hear their answer, I'm amazed at how different it is that mine! They are habitual on-timers so I figure they are the experts. They way I look at it is this - I'm a lifetime learner. So this is just another skill I'm learning how to do, and eventually to master. That makes it fun, and full of appreciation for every little success. So if you happen to be at the same location with me when I arrive, and you notice my look of delight, check out the clock and give me a thumbs up. I'll take all the acknowledgements I can get! ...Until next week, Kendall If you're interested in reading about the new innovative coaching program I'm developing, go to this prior ezine issue and read about it in the Personal Reflections section. http://www.kendallsummerhawk.com/marketing-newsletter/jan1204.html Marketing Tools ~ Need A Compelling Web Site? ~ Unique Website Wisdom Package If you're ready to say "goodbye" to amateur sites that don't do you a lick of good, and "hello" to a clear, compelling web site that reflects the best of what you have to offer in benefit rich language then give me a call or send me an email. Our Website Wisdom packages is unique and effective! Call 520-577-6404 or send an email to: kendall@kendallsummerhawk.com In case you missed the Marketing Snapshot tool, simply point your mouse here and get your New Year Marketing started right: http://www.kendallsummerhawk.com/marketing-wheel.pdf Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Isn't it time you learned to market in a way that's right for you? Kendall SummerHawk, creator of the Be Yourself Marketing(tm) "Marketing Makeover Kit" specializes in working with entrepreneurs who love what they do, but wish marketing would just go away. Visit www.KendallSummerHawk.com for more articles and marketing wisdom."

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