# How to Package Your Services So Clients Actually Buy ## Метаданные - **Канал:** The Futur - **YouTube:** https://www.youtube.com/watch?v=LdPHurNaIec - **Дата:** 30.01.2026 - **Длительность:** 12:39 - **Просмотры:** 52,541 ## Описание If you’ve been trying to be “affordable” and it’s only led to cheap clients and ignored proposals—you’re not alone. In this AdobeMAX cut-down, you’ll learn value-based pricing: how to charge more, attract high-paying clients, and remove the friction that makes people ghost. 🚨 You're watching just a slice of the full session. If you want to go deeper - → https://youtu.be/5eCNrbsEwQA What we’re going to learn: • Why “affordable pricing” attracts cheap clients (and repels premium buyers) • How to charge more by selling outcomes—not deliverables • How to find an ideal client who can actually afford your pricing • How to stop getting ghosted after proposals (reduce risk + increase certainty) • How to speed up approvals with a clearer process (14 vs 30 days, revision limits) In this episode: 0:00 Intro 0:42 What Makes An Offer Irresistible 2:00 Define The Dream Outcome 4:06 Identify Buyer Fears + Risks 5:50 Increase Certainty With Clear Assurances 6:40 “Discovery Call” vs “Kickoff Call” 8:03 Remove Risk With A Better Process 8:33 Add A Risk-Reversal Guarantee 9:20 Avoid Too Many Options 10:53 Offer Two Timelines (14 vs 30) 11:07 Set Revision Limits + Upsell Faster Delivery 11:43 Get Permission To Enforce Boundaries 12:29 Outro 👉🏽 Want more content? Join this channel for exclusive BTS, Workshops & Talks: https://www.youtube.com/channel/UC-b3c7kxa5vU-bnmaROgvog/join 📚 Resources Mentioned Ideal Client Profile (ICP) Outcome-Based Selling Risk Reversal 🔗 Connect: https://www.instagram.com/thechrisdo/ 🚀 Ready to level up your content? Join Content Lab — My private community to grow your brand & audience: https://learn.thefutur.com/contentlab 🎵 Music by Epidemic Sound: http://share.epidemicsound.com/thefutur We love getting your letters. Send them here: The Futur c/o Chris Do 556 S. Fair Oaks Ave. #34 Pasadena CA 91105 *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you. -- Host: Chris Do (Bald Asian Guy Talks About Business) Cinematographers/Editors: @RodrigoTasca & @Tascastudios ## Содержание ### [0:00](https://www.youtube.com/watch?v=LdPHurNaIec) Intro Why do you all think you need to make something affordable? Who told you need to do that? You want to charge less, but for some reason, you want to pay more? There's a problem with that because you'd be broke. There's a reason why I like to work with very successful people cuz they think like I think. So, you have to change your mindset, your outlook, your pricing, your positioning if you want to attract the buyers who also see the same value as you. Get into the mind of the buyer and ask them what do they want as a result of hiring you. Because if we give them what they want, then it starts to march towards becoming an irresistible offer. And if you're willing to sit through the pain with me, I'll show you how to change a really boring hoham offer to something creates opportunities for you. ### [0:42](https://www.youtube.com/watch?v=LdPHurNaIec&t=42s) What Makes An Offer Irresistible Irresistible offer is an offer so good people would be silly to say no. But most of you can't talk about what you do, can't package it in a way that's compelling to people. For the past few days, what we've done is we've built an ideal client profile. Somebody you would love to work with, right? That's a horrible person, but let's just say that's a person. Yeah. We've we have an ICP, ideal client profile. We know what their wants, needs, hopes, and fears are. We know their demographics and their psychoraphics. What we need to do is figure out what they want in life. Because if we give them what they want and they have the means to give us this thing that we care about so we can continue doing this for more people then it starts to march towards becoming an irresistible offer. I have what here's one two three four prompts for you and we're going to design the offer. Okay. Here's what we do. Who's your ICP? — Small to midsize businesses. — Small to mid-size business. What do they do annually? — Hopefully at least a half a million. — 500K. Anybody here do roughly half a million dollars a year? Would you consider spending $6,000 on a identity system? It seems like on a personal level, you might go for this, but I talked to attorneys who do at least this. They start choking around this amount. — You think it's too much? — I think they're they're not making enough money yet. I would say 750 and up. — Yeah. — It's kind of arbitrary, but let's just say that. Okay. So, I'm gonna ask you this question, right? What is the ### [2:00](https://www.youtube.com/watch?v=LdPHurNaIec&t=120s) Define The Dream Outcome dream outcome — that they want? — Uh, — you know what the dream outcome that Nicole wants? She wants leads and — she wants leads. She wants to grow her social following to get more leads. — Right. — Okay. What does brand identity or identity design? What is the dream outcome for the person who's buying this? You sell identity design, right? — Yes. — Okay. Identity design. What do you make? — Logo, branding, typography. — Don't use the word branding. — Sorry. — Logo type. Colors. — Applications. — Social posts. — Social secondary elements. — Okay. Patterns, textures, those kind of things. Exactly. Perfect. Why does anybody want that? What is the result of them having that — style? Coolness. — Okay, that's real. We understand style. Cool. Something you don't have to be embarrassed by, ashamed of. Have an identity that isn't you don't feel ashamed to show people. — That's a real result. By the way, — did you just see what we just did there? — Well, I understood the reference once you start talking about the shoes. — Oh, okay. So, that helped. — Yeah. Okay. Cool. All right. Very good. So once we touch sometimes a feeling can be very powerful thing that you're selling. Absolutely. Very few people actually have an identity that they feel is reflective of their values and their tastes. So what we do is have an identity system that's ID that's reflective of your tastes and values and identity. How you see yourself. Now notice I didn't use like continue education or any weird like tech ed integration implementation vision planning mapping strate like no those are all Anglo-Saxon words all right matches your taste reflects your values that's worth something how many people would want that you're actually yeah more hands are coming up proud to show how can you increase the perceived certainty of outcome that's a lot of complex words. Okay. Now, what is that risk when you ### [4:06](https://www.youtube.com/watch?v=LdPHurNaIec&t=246s) Identify Buyer Fears + Risks hire a designer to work on your identity system? What is the fear that they have? Or you can say, Lucy, do you have a fear? Listen your fears. — My fear is they're just not going to get it right. It's not who we are, — right? Going to get it wrong. Okay, let's use more words here. Okay. — The identity is just not going to match. — Not match. Great. There's something else. It's called waste. What? — Waste time and money. — Time and money. Maybe you feel really frustrated. Right. They just don't get me. Yeah. First, we can identify what they're afraid of. And then we can try to address them. It's going to take too long. Too many rounds. I don't have time for this. I don't know. I don't know what I want. Those are all things. Yes. — Yeah. These are the main ones. — Well, you need to voice those things so we know that you know. — Yeah. — Okay. Uh sometimes they're just afraid you're just too good for them. That's for real. I'm keeping it real right now. As the kids said, I'm keeping a buck right now. Right. — Okay. You should Yeah, I think that one that one's a copout typically just because it's like too expensive. — No, no, no. So, you need to understand the person who you're selling to has not bought a lot of identity systems before. In fact, this might be the one and only or the second one they've done. Right. Okay. How have they been screwed over before? You got to know your customer. — Paid too much, didn't work out. Uh didn't get the vision right. — Bill of goods. Sold the bill of goods. You heard of that term? — Yeah. Okay. — They talked a good game, did not deliver, — didn't respond. — That's perfect. Non-responsive. — Um yeah, ghosted. — Excellent. Actually, ghosted is a great term. Ghosted. — Okay. Um all those are good. Yeah. Not what I expected. All that kind of stuff. Not match. We've identified them. Now ### [5:50](https://www.youtube.com/watch?v=LdPHurNaIec&t=350s) Increase Certainty With Clear Assurances that we know all the pain in the red, let's go to solutions mode there. How can we increase the perceived certainty of outcome? What asurances can you provide? So, you need to address these specific things. Pick one. Give me the solution for it. — Uh, waste my time so I can show what a typical timeline looks like. — Clear timeline. Yeah. How much time? Okay. One month. Okay. — Well, like I do mood boarding, right? So, I talk visually towards um their preferences or visual preferences. — Okay. So, we'll start with a mood board. — Discovery call. Yeah. Intro call or intro call. — Providing first pass. — Okay. Initial design. How many concepts do they see? — Two. — Okay. Uh, design concepts. — Okay, we'll stop here. — They're going to see two. Okay. Now, you said kickoff. Somebody said initial call. Notice I wrote discovery. Why do ### [6:40](https://www.youtube.com/watch?v=LdPHurNaIec&t=400s) “Discovery Call” vs “Kickoff Call” we use the word discovery versus initial call or kickoff? Okay. Feels collaborative. Thanks, Zach. What else? — You're looking you're getting them to tell you and look for what they want and feel. and feel. — This is result base. The others is a description. Same meeting, different feeling about it. Who wants to get on an intro call? a kickoff discovery call? Some people. I want to discover something. Language matters. Okay. Moodboard is what you do. What they get is alignment. So call two is about alignment. And this is what we're going to do. We're going to provide you with a mood board. So don't talk about what you do. Talk about the outcome of what you do. This is very important. Okay? People don't buy press on nails. They want to show off to their girlfriends. It's a date night. It's a this. It's a that. Give them the result, not what you do. Okay? Otherwise, we run the risk of talking about the foam insert, the leather overlays, and how comfortable our shoes are. Style, affordable style, urban, affordable, urban style. Now, we know what we want. Okay. So, the next one is design concepts. You might call it uh something I don't know what it is because that's still what you do, not the result of what you do. Okay. So, we can continue with this and keep exploring. Turn over every stone. What can I do to remove risk from Lucy? Now ### [8:03](https://www.youtube.com/watch?v=LdPHurNaIec&t=483s) Remove Risk With A Better Process Lucy, I'm still thinking you're probably still nervous to buy from him. Lucy, what else can he do to assure you this is going to turn out great? Cuz once bits and twice shy. I'm thinking more of like a checklist with a timeline to kind of say, "Okay, this is where we're at. going. " And kind of — What do we call that? — I'm just thinking checklist. — We'll call that a road map. — Road map. Okay. Sounds better. — Are you playing the game I'm playing? — Who wants a checklist? No one. Who wants a road map? I do. — Yes. — Okay. Here's what I would do. I would ### [8:33](https://www.youtube.com/watch?v=LdPHurNaIec&t=513s) Add A Risk-Reversal Guarantee insert a exit clause. If we do the mood board and you feel we're totally off, we'll exit. I'll refund your money. So that's MBG, money back guarantee that you can leave at that point. How can we reduce the time to result — faster communication? — Okay. — So the faster — Yeah. the faster than you can approve my direction. — This is fantastic. — Then we can get it done. — You only need 24 hours to bang out something good. — The rest of it is all this garbage. — So what can we do to optimize the garbage such that we can do this faster? Pick any part of the process that's high friction and then let's talk about it and we'll design something and you could shrink this time. — Getting those mood boards, getting the my getting um the direction approved. — Okay. How many mood boards do you present? ### [9:20](https://www.youtube.com/watch?v=LdPHurNaIec&t=560s) Avoid Too Many Options present? — Four concepts. — Let's just do three. — Okay. — It's the paradox of choice moving forward. You're going to do three. — Okay. — One is too few. Four is probably too many. Because all of a sudden like I like too many things. I'm confused. Three. Yeah. And then we don't move forward until you identify a direction that you like. Okay. So, you have option one, you have option two, you have option three. And my process works if you can respond in 24 hours. You have one business day to respond. Okay? From that, if you pick one direction and then we do an initial design, once you approve that, I can finish in 24 hours. You get it? So, you take the parts that are most frustrating and you design a process to solve that. And now you can have a go to market logo much faster that's fully aligned that removes the risk. I like this even better because if they bail on this part, you're done. And that's happening really fast. So your whole pipeline isn't tied up. — Yeah, I agree. I agree with this. It's mostly just like now we're at the revisions. So this is already like three days, four days. — Yep. — Then we have let's call it the weekend, right? — What is this concept? The weekend. — No, it's just like it stream time goes on, you know. Now, now we got the weekend and then you know we're on to week two and revisions start like that's why that's 30 days. It's just this is like typical. Why don't you give them the option? I do. What's the option? — I said I can get this done today if you give me approval. — That's not really the option. Here's I want you to design systems. Okay. — Yeah. — That's a conversation. — I have two options for you. ### [10:53](https://www.youtube.com/watch?v=LdPHurNaIec&t=653s) Offer Two Timelines (14 vs 30) — Yeah. — Option one, we can do this in 30 days. Option two, 14 days. Are you interested in option two? What would they say? Yes. Almost everybody's going to say yes. Okay. Here's how option two works. You must ### [11:07](https://www.youtube.com/watch?v=LdPHurNaIec&t=667s) Set Revision Limits + Upsell Faster Delivery make decisions. We cannot go beyond two revisions and we're done. If not, you pay me more. Are you cool? Cool. Anything that takes more in 14 days, now you build another 2K. Is that okay? I like it. — That's what I'm here for. — Thank you. — You see, now you're anticipating all of what they're thinking and you've designed through the whole thing. — Yeah. Okay. — Absolutely. Yeah. Does that work for you so far? But some people actually want it faster and I want to help you remove friction in case they want it faster. — I see what you're saying. Yeah. — I can do this under the condition of and make sure it's really clear. — That's a good point. — And then ask for the permission to ### [11:43](https://www.youtube.com/watch?v=LdPHurNaIec&t=703s) Get Permission To Enforce Boundaries remind them that they're breaking the covenant. That way you won't feel like the bad person. Make sense? — Yeah. Absolutely. — So everything you could do to make it easier. So we're gonna map that out. Right. Number one is you're going to have like a logo uh style uh like alignment onboarding thing, right? So, you're going to provide them logos to pick from. Yeah. And once they pick and they know the budget that they're working with, they can book a call with you. Okay. And they don't have to do much else. And you can actually give them two options of 14 days or 30 days and they can pick. Totally cool. So this is not an irresistible offer yet, but you keep working on this and eventually it'll become really tight. — That's the idea. ### [12:29](https://www.youtube.com/watch?v=LdPHurNaIec&t=749s) Outro — --- *Источник: https://ekstraktznaniy.ru/video/20075*