Increase Your Blog Revenue: Upsell and Package Your Services

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“Would you like fries with that?”

“For 50 cents more, you can can get a large popcorn.”

“Would you like an extended warranty with your new laptop?”

Does this sound familiar? We've all heard it in one way or another, upselling. Upselling is a tactic used by sales people to suggest upgrades, additional products, in order to get you to spend more money. How many times have you ordered fries with that shake? (Always!) Gotten that large popcorn… or that extended warranty (Of course! Are you crazy? What if my laptop breaks?)

…upselling isn't just a way to get your clients to give you more money, it's a way to give your clients more value for working with you (as opposed to all the thousands of other bloggers)

Upselling isn't just limited to fast food and electronics stores, you too can use upselling to make more money from your blog. How? It's actually quite easy! It just takes a bit of work in the beginning, but once you have it down, upselling isn't just a way to get your clients to give you more money, it's a way to give your clients more value for working with you (as opposed to all the thousands of other bloggers).

Step 1: Write down a list of your services

If you haven't put together your media kit yet, this would be a good time to get yours together. In your media kit, you should have a list of your services. What types of work can you do for your potential clients and advertisers?

  • Banner Ads
  • Social Media Promotion: Twitter, Facebook, Pinterest, Instagram, etc
  • Sponsored Posts
  • Sponsored Video
  • Event Promotion (both live and digital)
  • Event Production (both live and digital)
  • Photography
  • Styling
  • Design
  • Giveaways
  • Competitions
  • Dedicated Newsletters
  • Product Endorsements
  • E-Books
  • Workshops
  • Webinars

Ok, that's what I could think of in a short brainstorm. Whatever your “special sauce” is, you can probably put that on your list of services. Each blogger is different.

Step 2: Put the services you want to sell in your media kit

Write out descriptions of your services, and if you have case studies, include examples of past partnerships (and their results) in your media kit. It doesn't have to be thorough, just a one liner of the services, and bullet points of what it includes.

This is as much for you as it is for your clients. It also helps you to have a list of deliverables for your clients to see, it makes them feel like they are getting more value if they can see how much work goes into your services.

Step 3: When you make contact with your client, get them on the phone.

You can decide to send your media kit in the beginning or get them on the phone first. I don't have a hard and fast rule for this, but I can usually tell in an email if a potential advertiser is serious. Usually if I think they are serious and it is a good fit, I get them on the phone first. If I think they don't understand the site and may not be a good fit, I send them the media kit first and let them decide.

Either way, before I work with anyone, I get them on the phone before I work with them. There is so much that can be  lost in email, and getting someone on the phone, or better yet, meet in person… is a good way to get a feel for the person you are working with. Also, it gives you an opportunity to get to the heart of what they need, and how you can meet their needs.

Step 4: Listen to your client's needs

Always listen for the NEEDS, not the services.

Sometimes a client, will come with an idea of what they think they want you to do, say… they want a “dedicated newsletter” but actually they want to promote a contest. Instead of sending a dedicated newsletter, you know your readers would love the contest, meet their needs by suggesting to run the contest on your blog. Always go back to how you can meet your client's goal.

Step 5: Suggest services that meet your clients needs

Now you know what your client's needs are, suggest what would work best to connect your audience with their goals. However that looks for your particular blog.

If your client has a budget, sometimes they are upfront about it in the beginning, and sometimes they want you propose your services and costs first. Usually if that happens, I send them the media kit with price points, so they can know what to expect.

Step 6: Give your client different price options

This is where upselling comes in. When you propose your partnership, you can give different price scenarios. Even if they say the budget is X, give them room to move. In your proposals, give them choices, for example:

Package A:

  • Sponsored Post

$X

Package B:

  • Sponsored Post
  • Daily Twitter Promotion for one week
  • Banner Ad for one month

$XX

Package C:

  • Sponsored Post
  • Daily Twitter Promotion for one week
  • Banner Ad for one month
  • Dedicated Newsletter
  • Facebook Competition
  • Video Ad on Homepage

$XXX

This way you can sell in more of your services (and increase your revenue) by creating packages for your clients. Sometimes I play around with the prices to where I think the client will come in. Say, I want them to take “Package B” I make the price for a “Package A” not that much lower, so “Package B” is a better value.

Bonus Tip:

Always, always, always, make packages a better value than services purchased alone.

Step 7: Wrap up with a report

When you are done with your project, put together a report for your client. I like to make mine pretty with screen shots in a presentation, but you can just include bullet points with a list of your services and numbers corresponding, for example: Twitter click throughs via bit.ly: XXX

Reports can be great not only for your clients, but also for your case studies, assessing the value of your services, and case studies to manage expectations for your future clients.

Resources from the IFB Archives:

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8 Responses

  1. Loma Sernaiotto

    Fantastic article! I believe the hardest part is to write down that list of services and price them, for the media kit. I had a hard time creating mine, long ago, I need to update it but I feel so lost again!

    This post was a huge help for the upselling ideas. I already work with social media package but I do need to work on offering my services better. Thanks for the tips, Jennine <3

    http://sernaiotto.com/en

    Reply
  2. Style Context

    So many publicists expect bloggers to write about their clients for free. One in particular (I won’t mention the name) sent me an email with photos from their client’s advertising campaign. I’m really not sure how to handle this. Is it standard for up-and-coming bloggers to write such posts for free?

    http://stylecontext.com

    Reply
    • Jennine Jacob

      Are you sure they’re not just sending press releases? If they’re press releases, it’s not a proposal to do business together, they’re giving you a tip of what’s happening news-wise.

      Reply
    • N'war

      I think that is press release. I’m always got it but I will only posted on my blog the one that related to my niche.

      The keyword that they always have are: media alert, press release, highlights etc etc

      Reply
    • Andy Z

      I agree. And I got tons of those “press releases”. This publicist is always trying to tell me to write about their clients for “future potential work” and I’m sure nothing is going to happen.

      I’m sick of it.

      http://www.fashiongiver.com

      Reply
      • sam

        Are you providing case studies to publicists? Have you proven that your blog has traffic and can produce clicks/sales to the advertisers site?

  3. pinkhivsymptoms

    thanks for sharing, you are right if we manage to listen to our client and give him a product that suits his desire,a wide range of price option ,we can succeed in our business

    Reply
  4. sam

    if you are a new blogger, you should do some posts for free. it gets your name out there and you get free goods. If you are an established blogger and you can prove your followers are purchasing from your posts, you should definitely offer price various points.

    Reply