Suzanne Cleal, Marketing Coach

Are you a social entrepreneur? Do you want to make a bigger impact?

Hi, I am Suzanne Cleal, founder of Marketing for Impact. I run training and coaching programmes to help social entrepreneurs improve their marketing so they can: 

  • get more customers
  • build a sustainable business
  • have a bigger social impact  

I show you how to apply simple but effective marketing techniques to your business so you can make an even bigger social impact. Find out more here>>

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I hope you find my marketing inspiration and guidance articles below useful. Don’t miss out – you can sign up (in the bright orange at the bottom of this page) to receive regular updates direct into your inbox so you can make an even bigger impact.

Make it easy for your customer to buy

make it easy for your customers to buyImagine what it would be like if it was really easy for your customers to buy your service?

You would get more customers, generate a greater profit and, of course, make a bigger impact.

That would feel good!

The first step to achieve this is to package your services.

Why packages make it easier for your customers to buy

Potential customers worry about paying up front for intangible services. They feel nervous parting with their money when they are not sure exactly what to expect.

This is especially true for your potential customers if you talk generically about offering a bespoke service before you have had any personal contact with them (i.e. in much of your marketing material and especially on your website).

Creating and marketing your service as packages makes it clear exactly what customers can expect, making it easier for them to make the decision to buy (even if ultimately they opt for a more bespoke offering).

If you offer a number of different packages starting with your basic service through to more comprehensive packages with additional services it gives customers a better idea of what they can expect at what price.

The most common number of packages offered is three, often described for simplicity as your bronze, silver and gold package.

Why customers prefer packaged services?

Customers feel more comfortable buying packages because:

  • they can see at a glance the range of services you offer making it easier to evaluate if any of your services are right for them
  • as your pricing structure is transparent potential customers know exactly what they will get for their money making it easier to make a decision
  • they feel they are buying something tangible which helps them put a personal value on what you offer
  • customers with different needs can see what you offer that will suit them so they don’t feel they are buying additional services they don’t need
  • they can test your service out by buying your basic package but are reassured that they can get additional services in the future if they require them (without needing to change supplier)
  • if a customer wants a more bespoke service reviewing the packages will give them a good starting point , helping them understand what they are looking for and estimate approximately how much it will cost

8 ways to communicate your packages

Follow these eight steps to make it easier for your customers to buy:

  • give each package a name to reflect its contents (preferably based on an outcome or benefit)
  • create a brand for each package, even if it is just using a different colour in your marketing, so customers can identify the different packages easily
  • design each package so the additional value to the customer is more than the additional upfront financial commitment (as a reward to your customer for paying more upfront)
  • when describing each package focus on what type of customer will benefit from choosing that package and why, by highlighting the specific benefits to each group (ie ‘select this package if you are….)
  • make it clear that all your packages deliver great service and value for money, just in different ways (look for ways to communicate that your entry package is not inferior but different to the others)
  • create a standard template to communicate each package to make it easier for customers to compare and contrast
  • highlight the differences between your packages paying particular attention to what more customers get from each package in the series
  • provide a summary table to provide an at-a-glance overview of the differences, for example:
Bronze Silver Gold
Service 1
Service 2  
Service 3    

Over to you

Do you package your products? How does it help your customers? Please share your experience in the comments box below.

Any questions?

If you have any questions, please get in touch. You can email me on suzanne@marketingforimpact.org and ask about this or any other marketing related question you have.

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How to create an impact proposition

Do you everhow to create an impact proposition feel you are trying to be too many things to too many people? Are you tearing your hair out chasing different types of opportunities, applying for grants that are not a great fit or ‘flexing’ what you say you do, just to get customers?

If so, your lack of focus is likely to be making your marketing feel difficult and stressful.

Get your proposition right

The first step to staying focused is to get your proposition right. Your proposition is what you offer to customers in return for their money. If you stay focused on this the rest of your marketing will be easier.  (more…)

Who is your ideal customer? And why it’s important to get to know them

Ideal customerDo you know who your ideal customer is?

I do! My ideal customer is Michelle. She is 27, an actress and wants to run acting workshops to help teenagers build their self-esteem and confidence.

She also thinks she can use these workshops to help teenagers explore specific ‘difficult to discuss’ issues in a safe environment.

She wants to set up a social enterprise and get paid for running the workshops.

(more…)

How to help your customers find you

womanspeakingDo you struggle to find customers? Is it difficult to find the people you are sure need your product or service?

Have you already made contact but had no response?

It may be time to stop looking for new customers and start helping them find you.

(more…)

How to set SMART marketing objectives (and why to set some that aren’t)

Marketing objectivesBefore you write a marketing plan you need to be clear on what it is you are trying to achieve. You need to set some marketing objectives.

Your key objective is likely to be to get more customers but you may want to set a number of other objectives to help you achieve this.

I normally suggest to clients that they have 4 – 6 main marketing objectives to help move them towards their vision. (more…)

Use storytelling to demonstrate your authenticity

StorytellingI try to buy as much as I can from organisations that have a positive social impact. A few years back I spent a year switching my regular purchases to companies that have strong social objectives and continue to make purchase decisions based on my view of an organisation’s social intentions.

I made switches to Ecotricity, Naked Wines, Tea People, Café Direct, Method, One, Divine Chocolate, Biona, Give Me Tap, Green People, Bare Faced Beauty and Neal’s Yard Remedies.

The question is – how do I know if an organisation is genuine about making a positive impact?

(more…)

Want to save time on your marketing? Build a community.

Spending too much time on marketing?Do you think you spend too much time on marketing? You are not alone!

Are you always trying out different ways to attract new customers?

Do you spend hours finding out the contact details of potential new customers and composing ‘the perfect’ email, and even more time deciding whether to send it.

Do you worry they will feel you are pestering them if you get in touch a second or third time if they haven’t responded to your initial contact? Having decided they are not interested, do you then struggle to think who else might be interested in what you do and how on earth you will find them?

If you are constantly chasing new customers in this way, the chances are you are spending way too much time on your marketing. It’s not the amount of time you are spending that is the problem but what you are spending it on.

(more…)

Commit to your marketing success – 10 commitments that make a difference

Marketing Objectives and CommitmentsHave you been bombarded in the last few weeks with messages about setting objectives for the New Year?

I know I sent you an email last week about planning for the year and the first step was ‘set your annual marketing objectives’.

I believe that setting objectives is a good thing. It gives you something to move towards and measure yourself against.I think that the process of setting SMART objectives (specific, measurable, achievable, relevant and timed) is a useful exercise for certain sorts of objectives.

I do, however, also think that if you only set SMART objectives you can miss out on some things you need to achieve for marketing success but can’t necessarily make them fit the SMART model.

(more…)

How to plan your marketing to be more effective

Marketing for Impact PlanYou want to make a bigger impact.

You feel now could be the time your business is really going to take off.

Not only do you want to make a difference to others but you also want to generate a sustainable income so you can live your life the way you want to.

But when you look back over the last year you worry you have not made the impact you had hoped for when you set out.

You are still finding it difficult to get your marketing right and feel you jump around from one initiative to another chasing different clients as opportunities arise.

I believe that the key to marketing success is planning.

(more…)

How to improve customer satisfaction

Excellent Customer Satisfaction Many years ago I attended a training course about improving customer satisfaction and discovered a simple model that I have used to help clients improve their customer satisfaction ever since.

The course was based on a case study – I don’t remember all the details but I want to share the story with you before I tell you about the model.

There was a world famous zoo that had a great reputation and was well known for its excellent conservation work.

The zookeepers loved their animals, worked hard to bring in a wide variety of species, looked after them well and helped visitors interact with them in new and interesting ways.

They were devoted to their animals and dedicated to creating a wonderful experience for their visitors.

(more…)