Building Online Services with AI PART 5 – Premium service offer expansion

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Hey Prompt Entrepreneur,

We’re in the final stretch.

We’ve put together a service offer stack, built out the delivery mechanisms and launched.

Our stack consisted of entry level, core offer and a premium offer.

Here’s a reminder of the example stack from Part 2:

In this Part we’ll look at moving clients up this value ladder and converting basic income into high ticket sales.

Let’s get started:

Premium Service Offer Expansion

1. Entry level to core sale

We want to sell our core service in two main ways:

  • Selling entry level customers the core service via upgrade
  • Direct sales to core service

We’ll look at the upgrade first.

We’ve already launched the entry level service and should have customers.

If we are struggling to acquire entry level customers this is a red flag!

We designed the service stack to solve the same problems for a particular customer type.

If we can’t interest them with the entry level we will struggle to sell the core and premium offers!

Instead of ploughing ahead to the core and premium offer first fix the entry level. It’s a small, lower cost product so pivoting your offer here is much simpler.

If you do have customers for entry level though we now want to upgrade them to the core service.

We designed the entry and core so that there is a natural up-sale. The entry level is the first step, the taster, before the core product solves the problem for the customer.

Act as an expert product and service copywriter 

Prepare material to help me upsell customers from an entry level service to my core service offering. 

The entry level service is [name]: [description]

The core service is [name] : [description]

- a simple 30 second pitch 
- 3 sequential emails to announce, remind and push 
- copy for an upsale webpage

For this example I referred back to Part 2 where we design our service stack and filled in the service names and descriptions.

💬 Prompt Output:

First ChatGPT will output a short pitch:

Use this basic pitch as you close out your entry level service. Make sure to rewrite it for your tone and practice delivering it.

Next is a basic 3 email campaign to announce, remind and finally push for a sale. Adjust these and fill with more specific details. Here’s the first of three:

Finally the prompt generates some basic text for an upgrade webpage:

You can use this on a special upgrade version of the Gumroad product that you send specifically to people who have gone through the entry level product.

Perhaps think about offering a discount on this upgrade version too in order to thank loyal customers.

2. Direct sale of core product

A second option for your core service is to launch it as its own thing.

This means it’s not just the second offer in your stack (ie. entry and then core) but also its own entry point.

This is a harder sale to make because the price of the core offer is higher than the entry level offer. However, because the price is higher there’s more reward for make sales directly at this level.

I recommend running both entry level and core offer in parallel, especially once your entry level offer is generating consistent work and doesn’t require much additional effort.

To launch the core product you run the whole process that we covered in Part 4 again, just with the core product instead of the entry level.

Remember we said that launching the entry level was your practice run? Now it’s time for the real deal!

There’s one addition. Now you want to offer customers of your entry level offer either a free session of the core product or a discounted “early bird” version.

As before we want early beta customers first. This allows us not only to test the service and refine it but also to gather up reviews and testimonials.

This time we are doing it with existing buyers of our entry level product.

If going free make sure to keep the numbers down and make them high value customers whose reviews and testimonials will have a lot of clout.

If launching a beta version discount for the first set of customers – keep the number low for exclusivity.

Here’s a quick prompt for inviting beta testers:

Act as a expert service marketer

Write a short email inviting customers of the entry level offer to beta test the core service

Emphasise limited slots, early bird access with discounts and bonuses to thank loyalty

Use a soft sell as these are existing customers and fans

💬 Prompt Output:

Notice pricing isn’t mentioned – instead we’re just gauging interest. Follow up with whether it’s free or paid, discounted or not.

3. Premium Offer

Once you’ve got traction on your core offer we repeat the process for the premium offer!

We’ve already built the bridge between entry level and core.

Now we do the same from core to premium.

Run through this whole guide to create and market your premium offer and then repeat all the steps in this Part but with core → premium rather than entry → core.

I could rewrite it all for you but there’s really no point! It’s the same steps, just each time stepping up your game.

Each time you create a bigger and better service.

Each time your launch is bigger and better.

We’re simultaneously growing our service offer and our skills in building and launching.

Just repeat the steps but each time a bit bigger, each time building on your existing and growing customer base. It’s a fantastic feedback loop.

Here’s the real secret sauce though.

We designed the service stack to have 3 offers: entry, core and premium.

There’s no need to stop there.

If you are selling the premium offer well then there will be space for another even more premium service to follow on from that.

Go back and find your ChatGPT chat with the original service stack and use this basic prompt to extend:

Give me the next 3 steps

Include higher priced services and recurring cost services

💬 Prompt Output:

ChatGPT will generate more higher cost and recurring income services. The above is an example of a $4500 retainer service you could add into your stack.

4. Premium Prompt – Productised Services

Subscribe to the Premium Membership to read today’s Premium Prompt on how to add high-ticket services to our product mix.

Free Premium trial below. 

As you scale up and introduce more and more services you will hit the main challenge with services: time.

You only have a certain number of days per week to provide services. Unlike products services do not scale well. That’s part of why they allow you to charge a lot more.

As you fill your calendar though you’ll hit an upper limit of income from services.

One option here is hiring. That’s definitely a possibility but it’s beyond the scope of this Playbook.

Another is the idea of productised service.

This is ahighly standardised service that is sold like a product, with clearly defined parameters and pricing.

Generally it requires very little input from you the business owner. For this reason the process is generally automated.

Here’s the prompt:

[Copy/paste your product name, description]

Explain how I could create a productised automated service 

It should require minimal operational input

Explain the steps, tools and deployment plan, giving detail examples

Provide a flowchart of the process, including human steps, tool steps and connections

Highlight who could develop each piece, their role, where to hire as a freelancer. Combine the tasks into as few roles as possible and provide task descriptions for a job posting for each role. 

🌟 Premium Prompt Output

This prompt generates a plan for productising a service including an outline of the process, a flowchart and the roles you’ll need to hire to get the work done.

This is just a starting point obviously but gives you a framework to develop the whole productised service so it can be automated and free up your time.

Pulling it together

Throughout this Playbook we’ve put together and deployed a service offering for our business.

We’ve used an approach that will de-risk the whole process- introducing piece by piece and constantly working alongside customers to make sure our offer is valuable.

And you are now in a position to not only extend the service offering but also begin to automate and convert elements into productised services.

A reminder of what we’ve covered this week :

Part 1: Service offer ideas

Part 2: Design your service offer

Part 3: Deploying your service offer

Part 4: Market your service

Part 5: Premium service offer expansion

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