The making of my new offer
A behind-the-scenes glance at all the slicing, dicing, and packaging I had to do.
Quick note: If you’ve already expressed interest in working together or booked a call and you’re still seeing this email, it’s because Substack — the platform I use to send emails —only lets me message all of you (no segmentation). So just so you know, I can’t really be as personalized as I’d prefer to be here.
Consultant in the background is frankly not my thing.
A strategic partner and a collaborative program? Now we’re talking 🙌
(In case you missed it, I launched my offer yesterday. Check it out here.)
But up until a few months ago, this was all just a vision.
And bringing it to life meant slicing & dicing my previous service until the process neatly folded into 3 phases tied together with one core component: deep collaboration.
Which means, if you decide to build your product-led content (PLC) library with me, we’ll work in the following phases:
Phase 1: Where we lay out your PLC library’s blueprint
I can’t decide if this or phase 2 is more work-intensive, but one thing’s for sure: this stage is where the foundation comes up.
(Think sketching the blueprint for your library’s shelves.)
Key pillars we’ll put together brick by brick include:
What are you selling? (the product)
Who are you selling it to? (target buyer including their buying hesitations)
What other options does your buyer have? (your competitors and market)
Part 2 of this phase goes into strategy planning.
(Think settling on the types of books you’ll keep in your library)
Using insights from above, we’ll define your:
Content USP (what makes your content worth your readers’ time)
Content pillars (what core themes relate to your product, expertise, and buyer)
Distribution blueprint (how will you get the content in front of your buyers)
We’ll also do a competitor content audit to combine the insights that surface with insights about their product and decide where you have the most advantage.
In fact, all the work in this phase is what sets the stage for results that my clients want:
“Masooma does additional research, reads customer stories, plays with the product. She looks for the unique content angle. Masooma helps us create content that engages the reader — she makes you think, makes complicated concepts easy, and connects topics back to our product in a totally natural way.” — Robyn Showers, Vimeo.
Phase 2: Where your PLC library goes into construction mode
It’s pretty straightforward to put this phase in words — only needs a few bullet points, but each task mentioned is effort-intensive, basically worth its weight in gold:
Sourcing internal experts’ unique point of view/expertise
Creating content briefs with features to educate on
Onboarding writers, assigning work, and training them to create non-salesy content
Co-reviewing drafts to ensure product education is spot-on
Publishing *hallelujah* 🎉
Phase 3: Where we fix any gaps in your PLC library
'Tis the phase to optimize, Habibi!
We will:
Evaluate old content pieces (if you have) to refresh/rewrite so they’re more product-led
Update published pieces to be more product up to date (for the new features or updates you have)
Determine what’s working, what’s not, what to double down on, etc.
The result? Hear it from Andy:
“I love the way Masooma connects ideas to data to action items. Even better, she is easy to work with, responsive, and considerate.” — Andy Newman, Director of Marketing, Big Cartel.
Good stuff? Oh hell yeah! 🙌
This offer gets you strategy, execution, and optimization — all in one. Sounds like a good fit? I’d love to hear what’s on your roadmap.