How do you reposition your business to offer more value while working less? The solution is a signature system.
Christina Hawkins has had her business, GlobalSpex, for over 15 years. And she’s also made many mistakes throughout that time. Luckily, she understood the value of working with someone who could show her the best way to move forward.
She learned many invaluable lessons since she joined the Mavericks Club. According to her, the program is different from anything she’s tried before.
Christina also said that it’s because it delivered instant value. She appreciated the fact that nobody tried to sell her on anything. The program gave her the knowledge and the tools that she needed to grow her business.
After a lot of hard work, she’s now able to do the thing she loves the most – spend more time with her family. She can now enjoy more free time with her daughters and her business is growing all the while.
And she did it because just three days after she started the program, she achieved clarity. Christina finally understood the direction of her business and how to get to her goals.
Now, this clarity won’t just come out of nowhere. To achieve it, you need to build the systems that you can leverage to evolve your business. And a signature system can be all you need to do it.
One of the crucial steps to building this system is to decide on the deliverables to put into it.
The Three-Part Process
The key to a high-performing signature system is to identify the right deliverables. After all, these are the services that will get your clients the results they’re looking for.
Luckily, this is a rather straightforward process. Here are the steps that you need to take.
1. Write Out All the Deliverables
Let’s say that your business turns existing websites into lead gen machines. To create a signature system out of this, the first step is to write out all your deliverables.
You don’t have to do this in any particular order. Just imagine that a client comes to you and needs you to turn their website into a lead generation machine. What would your deliverables be?
The most common ones would include:
- Adding forms to high-traffic pages
- Measuring the conversion rate of each lead magnet
- Optimising the steps of the lead-gen process
- Working out the channels that send traffic to the website
- Adding a generic call to action (CTA) to the home page
- Capturing email addresses
- Personalising CTAs
- Adding live chats to high-value pages
And so on…
The point is to identify all the processes that you can unite under your system. Some of them might be quick and easy, while others will take much longer. But you can just structure all those deliverables and put them into a timeline.
Now, you can use tools like Whimsical to do this, or you can just write it all down on a piece of paper. It doesn’t really matter how you do it, as long as you list all the crucial deliverables.
2. Turn the Deliverables Into a Language That Clients Understand
You may know the value of each of your deliverables. But your clients don’t.
If you talk to them about measuring conversion rates or CTA personalisation, you’ll just confuse them. Your client may not have any idea what you’re talking about, and you already know where that can lead to.
This is why you must talk about your deliverables in a way that’s understandable and appealing to your clients. And there’s a clear framework that you can follow.
What you should do is to first write down the deliverable. Add ‘so that…’ next to it and then list all the benefits that it offers.
For instance, you can write something like:
‘Add forms to high-traffic pages so that you can start collecting leads immediately.’
‘Add a generic call to action to the homepage so that you can learn more about your audience.’
When you reframe your deliverables like this, you highlight the value that the client gets. They’ll know what it means to get more leads even if they don’t know anything about lead capture forms. The benefit-driven approach is what will ultimately get the client to sign up.
For each of the deliverables, come up with as many benefits as you can. And then choose the most impactful deliverable to create your signature system.
3. Leverage Neology
When naming your systems and processes, you might do it completely randomly. You might even assume that it doesn’t matter all that much.
But that’s not true. And it’s why you should use neology to name your processes.
Essentially, it’s the science of putting a fancy name onto something or reappropriating a name for something new. Because with proper naming, you can make your system much more appealing.
Create Your Signature System
As you can see, selecting the right deliverables for your signature system is a straightforward process. It all comes down to choosing the most valuable deliverables and framing them the right way.
Once you do that, you can create a unique signature system that works to draw in new clients.
Now, if you’re still wondering, you don’t have to do it on your own. Click here to book in a call to see how we can help you create your signature system.