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July 06, 2009


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Chris Burbridge

theKbuzz has done a great job of turning abstract services into packages.

They do social media marketing.

Check out:

They do a great job of using the contribution factor, and social media, to get their message out. I got turned on to this product, by a one-hour webinar they did on FaceBook Pages for business. It was excellent and inspiring, and true to the infoguru strategy, they devoted about 1% of the time to mentioning servcies they sell, and the rest of the time to giving away something free.

The webinar was enough to get you inspired and excited, and curous about the PageStarter program.

Appopriate for a program, aka "package," it feels more good and exciting, than if it were some abstract service.

It feels more definite that it's something that will give results, because it's not abstract.

It feels more concrete and certain because they created a logo for it.

It feels more buy-able because there's an Add to Cart button, right on the page.

A very nice model!

Grace Antares

Great article Robert...and just one comment from the financial services sector. This business is excruciatingly regulated and we have very specific regulations that prohibit making any kind of specific recommendations without knowing everything about the client and what they feel, what they are worried about and what they are interested in. So, as cumbersome as that process may feel, it is the only way in this business. My clients with very few exceptions stay with me for life because I take this time to carefully listen, then recommend. Concepts and a strategy are not so tangible. I think the tangible part comes after all the careful consideration, to see exactly how a strategy works, with it's pros and cons. I see no other way to approach this process in a highly regulated environment.

Nancy Montier

I created a motivational coaching product for people looking for work and wanting a leg up. It's an open-ended monthly program with group calls and weekly motivational email messages. I thought it was a package. However, after reading your post, it still is too intangible, so I might turn it into a program with a beginning, middle and end.

Kate Williams

Robert, thanks for this newsletter about packaging and marketing a tangible product. I've known this for a long time (since I've been following you for a long time- :-)
Whenever I've been stuck in the past I've gotten "unstuck" by doing what you advocate, starting with writing it out--who is my perfect customer, what do they need, what am I offering? Works like a charm. Promoting a package is fun, not a chore. Thanks for your marketing leadership.


After years of trying to market I have finally had a big break through. I have a client who is in my true target market, who is signed on for a year, and is willing to pay what I believe I am worth. It was a combination of actually following the marketing game that you out line, and to have a tangible product.

Its really with pleasure that I can respond to this blog post. Thanks for all your ezines and all that you offer.

Stacey Morris

Great article Robert!

I come from an old pitchman family. We sell housewares around the world through live demonstrations at fairs and home shows(in fact, Billy Mays started his career with our company).
Nobody visits a Home and Flower Show with the intent to buy a $20 mop, but we've been able to sell millions because we demonstrate the product live, and allow the prospect to try it out. When someone can do the little magic tricks for themselves that we do - they're sold.
As I strive to be a successful copywriter, I struggle with providing tangibles. I look forward to your class to hear how other service pros are doing it.

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