A new model
When you’re changing how you make money.
Maybe you’re moving from licensing to subscription. Or packaging up your services in a new way. Or introducing a whole new pricing model. That’s an exciting opportunity (we wrote about it in this post: marketing business model innovation).
If a change in the way you make money changes the value proposition for customers, you need to sell that sucker just as hard as your core offer.
Things you’ll need:
- A tight explanation. Until people really get your new model, they won’t understand the benefits it brings. Get really good at nailing the new thing. A strong, clear metaphor can help. (Jon Miller used to talk about ABM as ‘fishing with spears, not nets.’)
- A compelling name. If you don’t name your new model, it can feel generic. Pick a name that balances novelty and familiarity; freshness and credibility; clarity and intrigue. (Paddle calls their model a “Merchant of Record” for SaaS companies and it’s a really effective part of their story.)
- A killer FAQ. New models generate new questions, fears, worries and confusions—all of which can clog your funnel. Predict those questions and answer them (for the SEO juice if nothing else). On your website, in content, sales decks, conference talks… everywhere.
- An on-ramp for the timid. Don’t ask conservative buyers to take a leap of faith. Hold their hands, with things like free versions, migration programs, proofs-of-concept, and alternative options.
- A content cluster. Communicate your model in lots of different places and media. Videos, eBooks, webinars, TikTok dances…
