Serving Suggestions

Some excellent points, as always.
People often seem to lack this, and I might be one of them!

Having hired Drew aka Ben Spark over a year ago – for multiple sites,I can attest to his incredible level of “street smarts” and savvy wisdom. Hire him and be blown away at the level of service and quality of assistance he offers.

I’m working on a similar concept; trying to begin conversations with new prospects with the intent of attaining as much clarity as possible from the very beginning. I’m trying very hard to sort through any preconceptions and/or perceptions about me, our company, and our services & offerings. Attaining clarity and clearing up possible misconceptions I’m hoping to kick Mr. Ambiguity to the curb! In most cases the “other guy/gal” isn’t the foe, the other agency isn’t the enemy, status quo and vagueness are the opponent.

Next action? Blog comment :)

If you’re offering a service, you need the Call to Action. Every page of your website should have a strategy. WHAT should people do when they land there? Me? I want them to subscribe. It’s on every page. Big. Huge, even. People who land on my “work with me” page re asked to read my LinkedIN endorsements or contact me.

Understand what you want people to do. Make that action clear. Wash, rinse, repeat.

This is one of the problems with the standard blog format. Content constantly rolls off the front page into obscurity. Having a call to action is really important but I think we also need a permanent place for links to our top content. For example, your previous series on blogging was top notch, but much of it has already disappeared off the front page. I’ve bookmarked the key page with links, but I would have a tough time finding it by just visiting your site. I looked for the series on your best-of-link, but I don’t see a reference to the group of posts. I think a graphic or highlighted link on your sidebar would be helpful.
I really struggle with this on my blog. I have a mix of popular content on my site, but it has always been hard to segregate it into an easy to find place that new readers can find in 30 seconds or less. Michael Hyatt has a post today about using a targeted about page for his readers that come from Twitter. This seems like a great idea to target new readers to your top content. This could certainly be expanded to other category pages.

I *heart* Drew. It always cracks me up when people call him ‘Ben’, thinking that is his real name. hehe

Great to see him getting some CB love. He’s a pretty great guy and will absolutely be beneficial to anyone who hires him.

Something I’m taking a close look at on my site. I’m about to add an entirely new section to better define what I do, how I do it, why we should do it together, and how we’ll get started. I’m also going to start blogging about my services soon… you know the drill, tutorials, etc.

And getting back to your series last week on blogging, it’s interesting how much insight I’ve created for myself through daily blog posts. By keeping my wheels turning, it’s got me focused more and more, and I’m excited for my actual service-related content to take shape.

There is a business concept nor really understood by people, it might be for more Customer orientated folks here. This is if you can take the work away from a client, they the will go for what you are offering more often. A 150% person will always succeed by doing that heavy lifting offering free delivery, wrapping Christmas presents etc This is how I see Serving Suggestions. In you friends case he shows he is 150% person with the 2 hours free support added to great 5 hours of help.

Again the Clear Ask is important. I think should be in a book or something it is vital as communications if always virtous to your outcome too.

From a marketing point of view away from sales I think I am not buying Who Is It For Section. Why would a premuim service be aimed at these folks not the CEO. Personal Branding does not always sell coffee and danishes, selling coffee and danishes is the way to go. I associate that with a CEO someone heading in that direction, with Jack Trout or someone like that.

To explian my criticism I feel I need more drilling down on the who, is it a subset? like Boomers in Middle Management or is it consultants to Fortune 500 companies is it students leaving ivy league colleagues. I think the drilling down helps you in the selling, the communications, it helps you close because you have to know how to talk with people, what there needs are and if they have extra wants.

I love your thoughts on Packaging to me this is why someone lie Tom Peters is a pro, but as I mentioned above he drilled down to say Women, Mid Level to Middle Management. That is drilling down that ultimately helps you close. Knowing your customer helps with the communications and B2C communication, the packaging will make people pick up your book, even if they are not in your target group. that is why that is important.

Thanks and I wish Drew lots of success

Dara

Chris,

Terrific post as usual…you never fail to deliver. I agree with you that we have to direct our prospects down the path we want them to take, not assuming that they do it on their own.

Just by telling them to click the big orange button engages the reader to do just that!

Thanks for sharing.

Mark

Too often people are unsure of the questions to ask, so giving them a framework to start from is smart. Drew is a great guy and I am sure that putting what he has to offer in such literal terms will pay off for him.