Packages Workbook

Before you dive into creating your packages, here's a quick overview of what a package is, why you should use them, and when you shouldn't use them.

What are packages?

This could be for one services like…

• 3 blog posts
• 12 product descriptions.
• An SEO strategy, 6- month content calendar, and briefs for 24 blogs.

Alternatively, you could include multiple service types like…

• 15 social media captions, 10 video scripts, and 1 blog post
• a whole-website package that includes 5 pages of copywriting, 20 product descriptions, and 4 blog posts

Packages can revolutionize your freelance business because they allow your clients to purchase more from you at once and help you book out your services further in advance than, say, just 1 blog post or 5 pages of copy alone.

You can also offer Add-ons can be added on to as well to sell even more services at once(there’s a whole lesson in the freelance resource library – included in Pop Club – about this!).

You could include things like…

• stock photo curation
• content planning
• keyword research
• uploading to a platform
• etc…

Here’s an example of packages from an old pricing guide of mine…

Why you should use packages

There are times when packages are unnecessary, but we'll go over that next. First, let's talk about the pros and cons of packages.

Packages can help you plan your schedule in advance. Say you have a client who chooses a content planning package. In that package, you included SEO keyword research, 4 SEO blogs, and uploading to the client's content management system (CMS). You gave them a flat rate of $3,000. You are guaranteed $3000 next month and you can easily schedule in at least 1 blog post per week.

You've predicted your income and filled at least 1/3 of your roster in one fell swoop! Now you only need 2-3 more clients to make a great income and have a full schedule.

When you shouldn't use packages

Packages are awesome! You've gathered that. But you may not want to use them all the time.

Many content writing clients who have their own editorial team (you pitched an editor, they sent you a brief & style guide, they do the editing and content planning) may not want to buy multiple blog posts at once or have a fixed rate they pay writers.

Journalism is another case where you can't really use packages. In cases where the client is controlling the project, contract, and billing, packages probably won't work.

That's not to say you shouldn't create packages anyway (and a pricing guide!). You may just have some clients who buy packages and others who don't.

Types of packages

There are three types of packages. Here's what they look like. Scroll through to see these example images blown up!

Flat Rate Bundle (FRB)

One flat price for multiple deliverables of the same services. For example, 4 blog posts or 20 product descriptions.

Retainer

Retainers are paid monthly (usually at the beginning of the month). This is a flat rate for a set amount of work. Usually these agreements are a minimum of 3 months. So you could offer 10 hours per week (40 hours per month) of email copywriting services.

Multi-service package (MSP)

Multi-service packages can include 3-5 types of services in one flat fee. This could be writing an entire website and an automated email series, multiple types of social media copy, content planning and writing, or any other combination of different services.

Now you know what a package is.... but you're probably wondering how to price them.

I've developed these pricing frameworks based on a few different factors. Read more in the Freelance Resource Library (a.k.a. the FRL included with Pop Club).

I like to do different pricing for each type of package. Let's Dive in!

How to price packages

You should have set your rates already with the Rates Calculator (it’s in the FRL. You'll need to know your 3 tiers: the rate you need to make (settle), the one you want to make (goal), and the one you'd like to make (reach).

Flat Rate Bundle (FRB) = Tiered

For just 1 service, I charge my reach rate. For a bundle of 3 or more, I take 5% off. For a bundle of 6 or more, I take 10% off. You could look at this like charge your reach for 1, your goal for 3, and your settle for 6+.

Retainer = Reach

Retainers can be charged at a flat rate that can be based on the hours you'll work or the deliverable you'll be creating. Retainers should be charged at your reach rate because they usually take up a big chunk of your schedule – which can make things easy but can be bad if you lose that client and need to make up for it later.

Multi-service package (MSP) = Goal

For multi-service packages you'll need to add up all of the products you're offering to create one flat rate. You should charge your goal rate for all of those services. Don't offer discounts on multi-service packages – they're a one-stop-shopping convenience for your client!

How to price packages

Here's a visualization for how you might price your packages. Cost is laid out (from bottom to top) starting with your baseline rate, your goal rate, and ending with your reach rate.

The package types are (from left to right) basic, mid-tier, and luxury. Basic packages (FRPs) are one service with no frills (essentially only copy), mid-tier adds in convenience and extra expertise (like deeper email marketing or SEO skills – usually sold as a retainer, MSP, or FRP), luxury services are one-stop shop services that take it to the next level for your client (almost always an MSP).

Why use this pricing model?

I've said it before and I'll say it again: I want you to enjoy freelance writing. I don't want you to just get by. I want you to thrive. I'm here to teach you have to run a business that steps away from the feast/famine rollercoaster of highs and lows that most creative entrepreneurs experience.

I want you to be able to take on that client who can't afford you but that you're really passionate about. But I also want you to balance that out with clients who pay your goal rate!

This pricing strategy is all about balance and booking. You're balancing different types of work which keeps things interesting, helps you avoid burnout, and helps you avoid the famine trap. Conveniently, packages also help you book out further so you can FEAST consistently.

The Balance

So how do you find balance with pricing, juggling clients, avoiding feast/famine, staying away from burnout, etc.?

Balance your schedule with packages from either end of the spectrum, like this!

Package examples

Here are some fictitious examples of how these packages might be priced and what they might look like when you make them into a pricing guide (more on that later).

Flat Rate Bundle (FRB) – Tiered

Retainer

Multi-service package (MSP)

Okay, now it's time to create your own packages – step-by-step!

How to create a package

Step 1:

Set your rates. Have 3 tiers in mind: the rate you need to make (settle), the one you want to make (goal), and the one you'd like to make (reach).

Step 2:

Choose the type of package you want to offer: Flat Rate, Retainer, or Multi-Service.

Step 3:

Outline exactly what you'll include in your package and determine how many hours to set aside for each deliverable as well as the overall project.

Step 4:

Decide which services you want to offer within your package. Don't offer more than 4 services per package.

Step 5:

Determine the pricing for your package.

• Flat Rate Bundles (FRB) = tiered
• Retainers = goal
• Multi-Service Packages (MSP) = reach

Step 6:

Format your services into a pricing menu/guide/proposal!