Thomas from Ariyh - 🎓 Productize your service
🎓 Productize your serviceDefine, brand, and price your service as if it’s a product. You will help people picture what they’re getting for their money. Expect sales and satisfaction to increase.New to Ariyh? Join 6,961 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Wynter Want to give back to the marketing community while earning money with a super low-key side hustle? Wynter is looking for experienced professionals to join its research panel. Participate in research surveys, get paid ($90-$180/hr) for your feedback and comments. Super low-key commitment, 10-15 mins per survey. 📝 IntroServices are usually trickier to sell than products. It’s unclear what the need is, and what the company can offer. For example, would engaging a PR firm be a good way to grow awareness of Ariyh? How would they do that? And for how much? This vagueness creates friction and is a strong barrier to sales. Now, what if a PR agency approached me with this offer: “With our Starter Package, we will get you media mentions in 3 publications with a relevant audience (e.g. Adweek). It can take up to 60 days and costs $3,500.” This is a ‘productized service’. It has a clear message, outcome, and price. It allows me to make a calculated decision to purchase this service or another. And because we hate risk, I would likely choose this agency even if a different one had a better reputation and might give me better results. Today’s study shows us how to productize our services, and what the advantages are. P.S.: This paper inspired me to start productizing my own service. I’ve been giving personalized recommendations in a step-by-step process, but I realized I’m not communicating that. What do you think of clarifying it with the graph below on my website? Want to sponsor Ariyh? Here’s all you need to know. Previous insight: People remember print ads better (All insights here) Frame, brand, and price your service as a clearly defined product to make it easier to sellImpacted metrics: Customer satisfaction | Customer acquisition | Customer spending 📈 RecommendationClearly define, brand, and price your service (or parts of your service) into an end-to-end ‘product’, rather than an open-ended vague service. For example, don’t sell a “gym personal trainer”. Sell “The Abs Destroyer: a 60-min high-energy ab focused workout, for $39”. The latter has a clear value proposition, outcome, brand, and price. Customers know what they’re buying. Framing your service as if it’s a product makes it easier to sell, is more satisfying for your customers, and allows you to raise prices. 🎓 Effects
New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeReview of existing research. 📖 ResearchWirtz, J., Fritze, M. P., Jaakkola, E., Gelbrich, K., & Hartley, N. (September 2021). Service products and productization. Journal of Business Research. 🏫 AffiliationsNational University of Singapore; University of Cologne; Turku School of Economics, University of Turku; Catholic University Eichstaett-Ingolstadt; and University of Queensland. Singapore, Germany, Finland, and Australia Remember: Because of the groundbreaking nature of this paper, it could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 People remember print ads better
Tuesday, September 28, 2021
Print ads are better absorbed by our memory. One week after seeing them, we remember them better than we would digital ads.
🎓 Simplify your prices
Tuesday, September 14, 2021
Make the pricing of your product options and extras simpler than your competitors. People will perceive you as fairer and cheaper, even if you are more expensive.
🎓 Use GIFs or emojis, but not both
Tuesday, September 7, 2021
GIFs and emojis improve message engagement (eg more attention, less unsubscriptions) and outcome (eg time spent in app). Don't use both at once or the effect backfires.
🎓 How to respond to complaints on social media
Tuesday, August 31, 2021
Limit yourself to one informative reply that shows empathy, then take it private (eg email, phone). Multiple public responses can hurt your brand and firm value.
🎓 Anniversary special: Top 5 insights
Tuesday, August 24, 2021
Executive summaries of the 5 best insights from Ariyh's first 6 months.
You Might Also Like
Mind-blowing exclusive hack
Thursday, April 25, 2024
Today's hack Get featured to 200K+ email subscribers for free on GoHighbrow.com Do you have an opportunity every day to be presented to 200K+ email subscribers for free? Today is that rare day.
Music to Spotify’s ears
Thursday, April 25, 2024
Also in today's edition: Much ado about mosquito repellants; The days of dirt-cheap data are numbered ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Musk 👾 Read
Thursday, April 25, 2024
The Tesla Bros Strategy vs. Tesla 100 Million View this email in your browser Musk Read (No. 993). Thank you to each of the many brands that considered this product. Today's letter features six new
Computer Vision in the 1980s: Translating Visual Processing into Algorythms
Wednesday, April 24, 2024
A Quiet Decade of Key Advancements
🦅 This will increase your productivity 10x
Wednesday, April 24, 2024
Will 𝕏 charge all new users? / New LinkedIn feature / Instagram profile Notes will be available to all Growth Notes by Hypefury 🦅 Together With Road to Freedom Hey Reader, Yannick here. In this
The end of Steph-LeBron-KD
Wednesday, April 24, 2024
Wed, April 24th, 2024
Blockchain Groups Sue SEC Over Dealer Rule
Wednesday, April 24, 2024
Plus Venezuela Adopts Tether Amid Sanction Concerns
Digiday Programmatic Marketing Summit: Only a few spots left
Wednesday, April 24, 2024
Connect with leaders from Spark Foundry, Assembly Global, HP and more
Shopify Dispatch Issue #448 - Low-cost items, PCI DSS v4 in Shopify
Wednesday, April 24, 2024
Issue #448 - April 24th, 2024 Your Low-Cost Items Kevin Hillstrom writes about having a low-cost product that's loved by customers and keeping it low-cost. This is why Costco's $1.50 hot dog
[Webinar] Supercharge your social workflow with AI
Wednesday, April 24, 2024
AI Bootcamp–last chance to register!