December 31, 2016

Example retainer sales page

For at least the last five years, the “sales” page for my strategy retainer has gone virtually unchanged. Pretty much the only thing I ever alter is the price.

The reason I put “sales” in quotations is that it’s a horrible sales page.

(I’m very much looking forward to rewriting it and the rest of this year.)

Nevertheless, I’ve had at least one retainer engagement running for as long as I can remember (not the same one, but at least one).

Most engagements last for at least six months but typically go for at least a year. I can think of two off the top of my head that exceeded three years.

At times I have had two going at once, and on rare occasions have had three going simultaneously.

The lowest monthly fee I’ve ever charged for a retainer is $7000 per month. More commonly, they’re in the low five figures.

Occasionally, I have to fly to a retainer client for an important meeting but most of the time a retainer client takes up less than two hours per week of my time.

The moral of the story is this:

Retainers are very profitable for me.

(Also, clients love having access to me on a retainer basis. That’s why they last for so long. More on this soon...)

Anyway, here’s a link to my (bad) sales page to give you an example of what one might look like:

Tomorrow, I’ll give some detail about how I ensure that retainer clients don’t dominate my time.