From: Bernadette Schwerdt
The Copywriting Coach
Today’s topic: How To ‘Package’ Your Service To Create A Point Of Difference

Hi there,

In the last email, I mentioned the example of the Events Manager who sold ‘events’ and how when we drilled down a bit, discovered that people don’t really buy events – they buy the result of an event.

So we did a bit of brainstorming and we came up with what ‘products’ she sells and - low and behold - we discovered that she offered much more than events but a series of activities that helped people connect with others, build relationships, generate leads, create sales and more.

Suddenly, her business started to look interesting and sellable – much more interesting than selling ‘events’.

Here’s what we came up with. As an Event Manager she sells things like:

1. Breakfasts to help CEOs connect with busy politicians in an informal setting.

2. River cruises for corporate singles to help them network for fun and profit.

3. Wine and food tastings for clients who want to reward and reconnect with their staff.

4. Acting workshops for managers wanting to build rapport and communication skills with their clients.

5. Trade exhibitions to create leads for companies in similar industries.

Now we’re getting somewhere. We’re finding out what she offers others – things that matter, that are really valuable to another business, things that we can market. Now we know what she offers, we can start to market her business properly.

In the next email you’ll find out what I did next that neutralized her competitors.

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Kind regards,

Bernadette Schwerdt
The Copywriting Coach
Follow me on Twitter: copyschool

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