Do the names of your packages matter?
If your packages are named “silver, gold, platinum,” are you blending in with the crowd? Does the name of a package help your couples feel something or show what makes you different? In this episode, I share how creative package names—and the way you describe them—can set you apart and help sell the results only you can deliver.
Listen to this new 5-minute episode for ways to freshen up your package names, spark excitement in your conversations, and stand out from your competitors.
If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at [email protected] or visit my website Podcast.AlanBerg.com
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View the full transcript on Alan’s site: https://alanberg.com/blog/
Do the names of your packages really matter? Listen to this episode. Let’s find out together. Hey, it’s Alan Berg. Welcome back to another episode of the Wedding Business Solutions podcast.
This is another note that I wrote down. I don’t think this was an Ask Me Anything suggestion, but it came up in conversation at one of the events that I did. Do the names really matter? And they do. They definitely do matter, because you want them to elicit a feeling when someone looks at the packages and the names, to understand which are better and to understand that they’re different than a competitor.
There are still a lot of people using silver, gold, platinum, or diamond. It’s not that it’s bad, but because so many other people are doing it, it makes it appear like these packages are the same when we know they’re not. You know they’re not. I know they’re not.
The truth is, you’re not selling the package. You’re selling the results of choosing these particular products and services delivered by you and your team. That’s what you’re selling. So the names of the packages also have to elicit a feeling. How does it reflect you?
When I see silver, gold, platinum, or words like basic, economy, elite, a lot of those words don’t elicit that feeling anymore because they’ve become so commonplace.
This is a great place to use AI. I’ve seen people doing this in Ask Alan Anything. You can put in: these are my current package names, this is my audience, this is who they are, here’s the difference between them. Let’s brainstorm some package ideas.
This is how to use AI properly. Don’t just say, “Give me package names.” You have to give it context. You have to say who you are, what you’re doing, who your audience is. Then you can start brainstorming, going back and forth.
The first time may not be right. Matter of fact, it’s not likely to be right. But you can go back and forth again and again.
It’s also about how you describe what’s in the package. The package name is one thing, but if the description is very transactional—a bullet-point list of what, what, what, without why—that’s going to work against you. When someone else is selling why and you’re selling what, the cheaper what wins, because they appear the same to the customer, even though we know they’re not.
You want to be selling why they should choose you, selling the results that only you can provide. The names of the packages should support that. Or, if you don’t use packages, the way you talk about your services should make them feel different—not better, but different.
Go back and listen to a podcast I did earlier about this idea: are your results really better, or are they just different? The truth is, we’ll never know if they’re better, because you’re the only one who gets to do that event with your products and services. Someone else would provide something different, but nobody else provides yours. We’re selling our results specifically.
So when it comes to package names, try to come up with something creative. You don’t want to elicit the wrong feeling. Another great use of AI is asking, “What’s the negative of using these names?” The negative of silver, gold, platinum is that they sound generic, because so many people across so many categories use them.
If I choose your silver, should I also get the silver from the caterer, the silver from the florist, and the silver from the photographer? You don’t want people thinking that.
I’ve seen people use regional names that reflect their area, with higher-end references as the packages go up. Others use physical references, like mountains. If you’re in Colorado, maybe different mountains, with the top package being the highest peak.
Others just have fun with it. DJs or bands using musical names or song titles that reflect the differences between the packages—what’s in the top, the middle, and the lower option.
This is a great time to reflect on that. It’s a great time to brainstorm with your team or with people in your industry. If you’re in a mastermind group or networking, ask people what they think.
And again, you can do this with AI. Whether it’s Ask Alan Anything or ChatGPT. I wouldn’t use Perplexity for this. I’d use Chat or Claude. I use Claude to power Ask Alan Anything, and it’s trained on my books and the industry, so it understands that context.
Think about whether there’s a way to freshen things up. It can freshen things up for you too. When you talk about it, you’ll have more excitement in your voice because it’s not just silver, gold, platinum.
I hope this gave you something to think about. But don’t just think about it—take action. And if you want to use Ask Alan Anything, don’t forget to use the coupon code. Podcast. It starts at only ten bucks a month, and ten bucks a month is half a ChatGPT.
There you go. See you soon.
I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is [email protected] or you can text, use the short form on this page, or call +1.732.422.6362, international 001 732 422 6362. I look forward to seeing you on the next episode. Thanks.
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