ASH AMBIRGE

Author, CEO & Founder

Learn More >>

Is Your Package Big Enough?

In: Starting an Online Business

Confess.

You're reading this because the title made you think of male genitalia.

(…And now you're thinking about how weird the word “genitalia” sounds.)

I know, I know. I tried to avoid it, but really, I can't. Because today's tip is about packaging your service or product offerings, so why be modest? I'm not even modest on Sundays.

If you're in business, about to be in business, or hallucinate that you own a business, then you've probably had the following conversation with yourself at least 45 times:

Soooooo….. *fumbles teacup*…..does it make more sense to sell my services or products separately, à la carte? And that way I give people options? And that way I can upsell and cross-sell like a SELLING MACHINE, and once they see the value, they'll surely be convinced to purchase more, and then I'll have repeat business, and then everybody prances off to the dude ranch happily ever after?

 

…or should I bundle things up and offer a few packages? And that way I can consolidate and make things simple? And that way I can be more useful overall? And that way I earn more revenue up front? And that way I can come up with names like, “The Foxy Lady Package.” <—Kidding. If you ever name anything The Foxy Lady Package, I give up.

You've done this mental ping-pong, right?

Confess. 

(That's twice I got you.)

Well ping pong no more. (Mostly because you can only say “ping pong” so many times before it gets weird.)

Neuroeconomics expert George Loewenstein has put in an awful lot of elbow grease to discover that, turns out, people are lazy fucks.

And do you know what happens when people are a bunch of lazy fucks?

They don't want to have to think too hard about things. They don't want to have to do the work of choosing, putting the pieces together, whether or not they're missing something, and what it all costs separately.

They'd rather purchase a package deal.

Why?

Because first of all, it reduces the mental tension of have to decide, and second, when they buy a package, they're only feeling the pain of parting with their cash once. One big wham, bam thank you…madam.

But when they have to purchase separately—think your “additional services,” complete with price list—they've got to feel the pain of parting with their cash (and making the mental decision to do so) over and over and over and over again.

And that hurts, Charlie.

Spending money hurts, even when you want to spend it. You've always got that naggy little jerk in your head going, “Should I really be spending this?”

Am I right? Isn't that what that little freak says, all day long, every day?

So today's just the tip: Try enhancing your package. Develop a package offering. Have a little fun with it. See what happens. 

Because it makes sense. 

And the next time you doubt it, just think of how annoying it is when you go to those restaurants where the $30 entrée doesn't come with any sides except the lump of meat itself. Unless you want to suffer without mashed potatoes for the next two hours of your life as you watch every other jerk in the place forking clumpfuls of delicious, buttery, whipped starch into their big, fat, annoying mouths, you've got to order it separately. And pay separately, too. Same goes for the veggies. The restaurant might play it off like they're trying to give you options, and yet, you feel like you're getting nickel and dimed the whole way through.

We always knew good things come in small packages.

But now we know that small business offerings?

Benefit when they come in big ones.

Jun 5

2017

So You’ve Got a Great Idea But Have NO Idea Where to Start. (And It’s Making You Angsty and Farty and Paralyzed With Fear.)

Jun 5, 2017

“But we don’t know how.” We were seated at the edge of the bar, nibbling on appetizers and enjoying the sunset. They were two friends, friends with big ideas and big dreams and a bug right up their ass to do something more meaningful and creative with their careers—and their lives. (My favorite kind of […]

In: Starting an Online Business

READ ME >>

Jul 11

2017

Take What You Love, And Figure Out How to Sell It To Someone—And Boom, You’ve Got Your Dream Job

Jul 11, 2017

So, listen, I’m not gonna lie—we got to our new London flat this morning, and the second I walked in, I FINALLY UNDERSTOOD THE MEANING OF LIFE. (P.S. You’re following these shenanigans via my Insta-stories right?) Which is entirely materialistic of me, of course, but I’m of the age these days where I don’t really care because […]

In: Starting an Online Business

READ ME >>

Sep 15

2011

Screw Being Your Own Boss

Sep 15, 2011

  Being your own boss is infinitely harder than having a boss, and by infinitely (which is a pain in the ass to spell), I mean 17,929,531.9045 times harder. Exact math. The next time I hear someone say that they want to be their own boss, I’m going to take the nearest rotten pork chop and slap […]

In: Starting an Online Business

READ ME >>

Feb 14

2014

Don’t Invent a Product Name. Engineer One.

Feb 14, 2014

It’s 4:30 in the morning and I’m boarding a plane to Nicaragua. Today’s tip should really be: Don’t board a plane before you having at least one successful hour being awake. It’s bad enough trying to successfully stumble to the bathroom in the middle of the night; try stumbling through a gigantic metal maze of […]

In: Starting an Online Business

READ ME >>

Mar 30

2012

How to Be Able to Travel Whenever You Want

Mar 30, 2012

Can we please talk about the fact that tonight, I’m getting a ride to the airport from a random, way-skinnier-than-me (and probably you) Vietnamese woman named Kim, who works at the random nail salon where I got a pedicure yesterday? Yeah. That’s fucking weird, and it’s totally happening. And I’m totally excited about it, mostly […]

In: Starting an Online Business

READ ME >>

Nov 30

2012

The $2,000 Offer to LEAVE a Company

Nov 30, 2012

When I was hired as Director of PR for AWeber, the VP of Operations called me into his office two weeks after I had started, and offered me $2,000 to leave the company. “You’ve been here two weeks now,” he started, “and you probably have a good idea if this is a place you’re going […]

In: Starting an Online Business

READ ME >>

Aug 16

2017

Too Shy to Stand Up and Sing Your Own Praises? Start Here, You Humble Little Lovebug, You.

Aug 16, 2017

Someone tells you that you did a great job, and what’s the first thing coming out of your mouth? OH NO BIGGIE, BARB, IT WAS NOTHING, REALLY—NO WORRIES, LEAST I COULD DO! We’re quick to diminish our efforts because taking credit for all the things somehow feels self-important; braggy; boastful; full-of-herself. Do this enough times, […]

In: Starting an Online Business

READ ME >>

I'm a Bad Influence on Women

Hey, I’m Ash! Twenty years ago I was a small town girl growing up in a trailer park in rural Pennsylvania. Fifteen years ago, I lost my family and everything I knew right as I became the first to graduate college. Fourteen years ago, I found myself leaving everything behind for a new life in the city where I could be “normal.” Ten years ago I realized normal was the most disappointing thing that ever happened to me. Nine years ago I quit my job in advertising and pursued my dreams as a creative writer. Eight years ago, I built a 6-figure business doing what I love using nothing more than the Internet and my voice. And now, today, I’m the founder of The Middle Finger Project, an irreverent media co. that helps other women find their voice and teaches them to use it to build whatever the f*ck they want to. With a book coming out with Penguin Random House in February 2020 (YASSS, WE’RE A PRODUCT IN TARGET!) I’m proud to be a bad influence on women and guide them into doing something disobediently brave with their life and their career.

Enter your email address and I’ll send you my advice column every week sharing everything I’ve learned—and so much more.

But no serial killers. I promise I won’t send those.

Privacy Policy Info Here