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Just before Christmas I had the opportunity to meet with a colleague in one of my networks who was interested in exploring options for developing his business this year.

Many people would consider him highly successful – he has authored a book that’s considered a definitive work in his specific field. He has even done what many of us want to do and productised his service so that it can be offered to thousands of people without him having to hire a huge team and it allows him to unlock new streams of revenue in his business.

He also has a service that is going to be in great demand this year (sorry in the interests of privacy I can’t explain the details, but suffice to say, the current economy will mean that his services will be much in demand).

What we did talk about was how he could be even more targeted with his communications for potential customers and the fact that he is leaving significant money on the table as he has offered a solution for people who can not afford either his consulting or the full productised service. Even some of his ideal clients, in the current economy are having to scale back on investments, so he needs to reconsider how he serves them.

This is not something that will take him long to put in place. He can segment the productised offering into the key elements that will be of greatest interest to clients this year and make them available for purchase both through an online store and by phone/fax/email/snail mail orders.

The biggest challenge for him was considering the re-packaging – not from a technical perspective of making it happen – but from his own mindset.

You see he is used to serving his clients with everything from A-Z. My proposition to him was that in the current economy clients probably only want, need and can afford elements D, G, N, Y (the letters are arbitrary – I am sure that you get my point).

At the beginning of the year it’s a great time for us to consider how we can repackage our products, services and offerings, fine tune our marketing communication plan, and serve our clients and customers with what they really want and need at this time.

I’ve been going through that myself in recent months and it can be challenging – stopping some activity, starting new programmes, perhaps even learning new skills.

So as we start the new year, why not take some time in the next few days to consider what your irresistible offer will be that’s going to attract more clients and more profits to your business in the year ahead.

Here’s an example of something I experienced recently. I hope it will stir up your imagination. And I’d love to know what you decide will be your irresistible offer – and any suggestions for me and how I can serve you better are always welcome.