In this edition of the blog, we will be talking about your package - something I also consider as the wrapping paper around your offer. Let me share with you the three key things in your package that will have a lot of impact on your offer, as long as it is done strategically.

Package : A Key Ingredient of a High Converting Offer

One of the biggest mistakes I see people make with their package is stuffing it full of bonuses just for the sake of perceived value. But, in my opinion, this is super outdated, so old school marketing technique. And it usually tends to work against you.

You can actually use bonuses in a way that helps your offer, creating desire and demand for your offer. Bloated bonus stacks just tend to overwhelm people, too. At the end of the day, those things won’t make it easier for them to make their purchase.

The Purpose of Your Package

The purpose of your package is to address and remove objections. Many people don’t realize this while others don’t take this into account when building an offer. It aims to help answer some of your clients’ questions or concerns such as:

• What if this doesn’t work for me?
• What if the program doesn’t work?
• What if I don’t know how to start?

Being strategic with your package will help get people off the fence. At this point, your job is not to get people to buy yet, but to get them off the fence. If you don’t give them enough information, enough value, and enough of a reason to get off the fence, they’re just going to stay there. It’s better to get a no than to leave people on the fence.

While your program delivers the results that people want, your package gets them out of their own way about investing in it. Without a package, you’re missing out on an opportunity to enhance the program, remove objections, and help people get off the fence. Lesser objections mean more conversions and clients who actually get better results.

The Three Main Things Your Package Should Have

Your package comes down to three main things.

1. Bonuses

A bonus in relation to your offer should serve one of three intentions. It should either answer an objection directly, save clients time, or deepen their learning. When you create bonuses with these intentions, you are creating something that actually helps your offer rather than bloat its perceived value up.

Some great examples are cheat sheets and templates. These help further their learning in less time and even cut their learning curve.

Keep your bonuses to no more than three or four. Going out of control with your bonus stacks will only serve to overwhelm your ideal clients, not encourage them to get off the fence. Be careful not to add more time commitment nor something that does not add more value.

Ask yourself these questions when thinking about bonuses:

• Does it serve one of the three purposes?
• Does this answer an objection?
• Does this save my clients time?
• Does this deepen their understanding?

If not, ask yourself why you are including the bonus. Scrap it if you don’t know why. Less bonuses are better!

2. Guarantee

Guarantee is all about removing risk for your ideal client. There are people who don’t want to take on the risk. So I recommend having a guarantee. With it, you take on some of the risk, or all of it, depending on how you want to structure your guarantee.

Taking back that risk actually removes an objection. It opens up a pathway for more people to say yes to your offer, knowing that they can get their money back if it doesn’t work out for them.

Now, you might think that having guarantees will lead to people taking advantage of you and wanting refunds. That’s totally normal - I’ve had those thoughts, too.

But here’s the thing. As a business owner, you should always budget for refunds. These are some of the things that are out of your control. Not budgeting refunds will possibly lead you to a situation that you don’t want to be in.

I recommend setting aside 5% of your sales for potential refunds. Keep that money for whatever the time frame is. Put it in an account. When somebody asks for a refund, you can make the decision confidently and from a place of abundance.

Now, somebody wanting their refund absolutely says nothing about you. Maybe they just didn’t like the offer or whatever reason. Remember, people are people. They have their own reasons for doing things.

If you are so afraid of somebody requesting a refund that you don’t want to put yourself out there, how are you ever going to have the business of your dreams that you desire to have? But be sure to have a refund policy in place.

3. FAQ

The FAQ section is a powerful place to address objections directly. When you use your FAQ strategically, you can answer objections in a powerful way. You anticipate them and remove them quickly.

To do this, think of common objections or potential objections that your ideal client might have for the offer. Then, phrase it as a commonly asked question. Once your client sees their question in the FAQ, it clears the way for them to make that purchase.

Conclusion

Now that you know the purpose of your package and the three things that your package should have, how are you going to apply them to your offer?

Want an in-depth explanation of this topic? Listen to the full podcast here.