Put it on Your Black Card?
It's been a whirlwind 30 days for me. 🌪
For more than half of the last month I was traveling out of state - it's rare for me to be away that much but the most exciting part was attending a conference in New Orleans 🎭 where I got to meet one of my clients, Wendy Conklin, in person and watch her speak on the stage!
Side note: Wendy has a fabulous book coming out about how to live more creatively. You can pre-order it here. And, if you're within a day's drive of Round Rock, TX you MUST attend her book launch party. Tell her Maci sent ya!
While at the conference I noticed a significant shift in the way online service providers are crafting their offers. 👀
Remember when all of the marketing chatter was about serving more people at once? You know, developing those “one-to-many” offers rather than 1:1 services? 🙋🏼♀️
Now that everybody and their mother have an online course, the current trend is to offer something more…bespoke.
**No shade to online courses. They’re still highly effective offers, and including a spectrum of services in your repertoire is usually a good idea.
The pandemic and Tik Tok gifted us with shortened attention spans and the need to act quickly because everything could be shut down tomorrow. 😰
What do we want? Highly customized solutions!
When do we want it? Now!
So now…
Fast is the new luxury.
Websites done in a day!
Copy makeovers in an hour!
One-week launches!
Yowza. Granted, what you get with that kind of speed is a minimum viable product - which is often all we really need to move forward.
The objective is to move the needle quickly and gather momentum. Do the thing and upgrade later. ⚡️
But, fast isn’t enough. Custom solutions have replaced pre-packaged programming.
VIP Days!
Intensives!
Coaching Sprints!
And really, what’s better than highly concentrated time with an expert where you walk away with a solid plan, a solution, or a new system? 👑
That white glove treatment also carries a hefty pricetag, duh! I know proponents of VIP days encourage charging $2500 minimally. 💰
And, like my Mother-in-Law says in her sing-song Minnesota accent, “You get what you pay for!” 💸
Not unlike the time nearly 24 years ago when, as a waitress, I encountered my first Amex Black Card. Clueless about its status, my more wealth-savvy co-workers tuned me in as I swiped it across the pin pad in the corner of our busy kitchen. 😲
“You have to charge a minimum of $100,000 per year just to get one. It’s invitation only!”
“Oprah has one.”
“Seinfeld has one.”
“Jessica Simpson has one.” ← surefire clue it was 1999
“There is a 24/7 concierge service for cardholders that like, gets you anything, any time you want…”
I audibly gasped at the last one… a number you could call ANY time and get anything you want? 🤯
Which begs the question, “What kind of baller was I waiting on at table 5?”
Here's the thing: courses, workshops, and lower prices offers built for the masses aren't going anywhere any time soon. I mean, everyone loves a deal; even Amex-Black-Card-Guy was eating at an Outback Steakhouse. 🥗
But, don't sleep on the appeal of laser-focused, problem-solving, and hyper-specific planning with an expert. Your time is $$$, and moving quickly to take massive action means you recoup your investment more quickly. ⏳
This type of service is among the easiest to develop, market, and sell. You won’t spend months writing and recording course modules, and you won’t be on the hook for long-term project work.
What's my white glove level offer you ask? That's a great question, I'd love to tell you. My Offer Incubator Intensive is my most popular service, in just a few hours together we'll take your idea to implementation. Develop your best “custom/fast” solution and have it up and running within a day, with a marketing plan to boot.
I have clients that charge $10k and more for VIP days, $1700 for an afternoon intensive, and $500 for an hour. Could you be one of them?
What could you create that lands in that sweet spot of fast and custom results? Comment below and tell me!
