Nearly four years ago, I was standing in front of a classroom full of 16-year-old kids watching them write the in-class essay I’d assigned. While they furiously wrote, my phone buzzed inside my pocket. I surreptitiously turned to check the notification.
“Someone has responded to your bid.”
In that moment, Real Good Writing became a real business with a real client. I resigned my position about a month later, finished out the school year, and never looked back.
The move from amateur to professional requires a series of conscious, well-planned changes, coupled with a lot of unknowns, and a dash of “let’s just see what happens.”All along, I had just enough naivete to think it would all work. Fortunately, my gut has been right more often than it’s been wrong.
But, lately, my gut has been at it again.
Real Good’s Shift to Productized Services
A productized service focuses on “done for you” packages with a defined scope and price, rather than highly-customized, time consuming, personalized projects for every client. Think of a can of soup. Or shoes.
Now, you might be thinking, “But that means treating every project the same. What if I want custom work?” To which I say, “You don’t want custom. Not in the way you think you do, anyway.”
Productized services are about refined and streamlined processes. It’s a challenge to make every aspect of service-based work tangible. Defined deliverables can help, but that puts focus in the wrong places. Deliverables are nothing more than the outcome of all the work. But because it’s tangible, everyone holds on to this piece, rather than focusing on strategy, goals, or results. Productized services put a greater focus on value, tightly defined systems with proven results, and simpler interactions.
By sticking to defined processes and systems, I’m more able to customize content to each client – within the boundaries I’ve identified. It simplifies the entire process. Here are a few more benefits to this approach:
1. I Can Speak to One, Specific Person
I know exactly who I help and how I help them (head of marketing, in case you’re keeping track). That means I can specifically talk to one group of people. My marketing gets more targeted. The language I use to describe services changes. Systems become more streamlined.
2. It’s “Done for You”
One of the biggest differences between amateurs and professionals is the ability to take the lead. Amateurs default to clients; professionals lead with processes, systems, and expertise.
Offering “done for you” packages shows people that I’m an expert in my field with a proven system for getting results. And the bonus is that the more I do this focused work, the better my systems and results become, making me even more valuable to client campaigns.
3. Clients Can Launch Campaigns Faster
I’ve had too many projects drag out because of negotiations, changes in SoWs, revised proposals, and a number of other factors that don’t have much to do with helping my clients be more successful. Because my services are already defined and prices are transparent, there’s no reason to spend time going back and forth. We can get straight to work.
4. Better Results
Doing one thing well is more important to me, at this point, than doing a whole bunch of things just because I can. I always want to make sure I’m doing work that I know is going to deliver the most value for my clients. There’s a reason why the quarterback doesn’t also kick the field goals or plan the schedule.
Specialization makes you better. And by being better at one thing (like field goal kickers), you can focus on doing your job better, rather than trying to figure out new things every time.
Focus on B2B Lead & Demand Gen Content
After examining past clients and projects while noticing which systems I already have in place, working with the heads of marketing at tech and Saas companies was an obvious choice. After figuring that out, I did some research and noticed that heads of marketing at these companies struggle most with generating traffic and leads — a problem I’m more than comfortable helping them solve.
So, working with me now looks like this:
Someone on your marketing team says, “We need a writer for this campaign.”
You, as the head of marketing, says, “Chris does B2B funnels and gets great results.”
You book a Deep Dive Session.
We complete said Deep Dive, where I return a week later with suggestions for your campaign.
You hire me to write the whole thing.
We launch the campaign, in its entirety 3-4 weeks from now.
You get way more leads in the door than your last campaign.
We high-five and celebrate all the new business you just brought in!
Wanna learn more? Just go here.