Last week, one of newsletter subscribers asked me:

"Kasey, I help business owners automate and systemize their processes. But I'm stuck trading hours for services. How do I move into selling a product instead?"

I think it’s a VERY important question.

It’s because solving this problem (stuck trading hours for services) dictates a LOT of outcomes for your business & your lifestyle.

• How much $$$ you make (at what margins)

• How many hours you spend working

• What clients you work with

• How stressed you feel as a Solo CEO

If you want your business to work FOR you– grant you freedom instead of becoming a cage, you HAVE to master today’s skill.

How to convert your “commodity” service into a “productized” service.

(and hence charge premium for your work)

This is what makes you a CEO of a business (and not just a service provider).

Productizing makes your service repeatable, allows you to outsource, and build a real frkn business.

So, in today’s newsletter, let’s go over the foundations of productizing.

Understand these frameworks and APPLY them to your business. I promise you’ll feel the impact of doing this CEO work. Let’s start from basics.

Commodity Services offer “Tasks”, Productized Services offer “Transformations”

Why clients don't want your “hours” as “services"

When you say "I provide XXX service," what you're ACTUALLY saying is:

"I have this skill. But it's YOUR WORK to invest time, energy and mental capacity into figuring out how you'll use my skills and what goals that’ll achieve."

The burden of visualizing the outcomes, thinking strategically, and evaluating decisions is ENTIRELY on them. And guess what, NO client wakes up excited about this extra work.

As Solo CEOs we want to take a different approach. We say:

"I know exactly what situation you're in, because I've been there. I know you must be facing XXX specific problems. And I have the exact set of skills that'll help you solve these problems and unlock YYY specific outcomes. Want to know more?"

See how different this comes across?

(If you want more examples of this, refer to my positioning newsletter)

You're not a commodity to outsource "tasks".

Freelancers are hired to outsource a set of tasks (and so they price low).

But premium service providers are consulted to take clients from Point A (their painful current situation) to Point B (their desired outcome).

You have the required expertise that's KEY in helping them achieve their goals. And you’re obsessed about doing EVERYTHING it takes to deliver on this transformation.

Operating from this mindset changes the whole frame of your conversation.

You earn respect as a fellow business owner, not a freelancer. You become THE strategic partner they can't afford to lose. And now, you can charge premiums!

Makes sense?

So let’s see how you make this change.

The Solo CEO "Expertise-to-Offer" Process: 3 steps to outline your productized service

Step 1: Nail your Core Transformation (A to B)

Everything starts here. We must define points A & B clearly.

• Point A: What is their current situation? What problems are they facing? What pains will they feel if they don't solve their problems?

• Point B: Where do we want to take them? How does their new world look like? What benefits will they unlock if they do solve their problems?

The better you understand points A & B, the more powerful your service becomes. Be ridiculously specific.

Instead of "I help with marketing," say "I help SaaS companies increase trial-to-paid conversion from 15% to 40% in 90 days."

Here's a framework Ryan Deiss and Donald Miller developed that'll help you gain massive clarity:

Filled up for our SaaS trial-to-paid conversion expert, it looks like this:

See how powerful this is?

This becomes the "story" we're taking our clients on. This is what helps them visualize and WANT what you have to offer. The more clear this transformation story, the more clients will pay premium prices to experience it!

Step 2: Map your Proven Process (A → B)

With the "destination" pinned, now we move onto the "journey".

This is where we educate clients on 2 key facts:

• How much expertise they're still missing

• How much effort they'd need to get there.

Only when you make them aware of this complexity will they think: "Oh that's actually HARD. Yes, it makes sense to work with you since you'll save me lots of time and money."

Ask yourself these questions:

• If I were in my client's shoes, what EXACT steps would I take to reach the destination?

• What are all the things they need to have in place to reach the destination?

• What could go wrong at each step without expert guidance?

Break it down into a clear, step-by-step process that shows the complexity of the transformation.

For our SaaS conversion specialist, the process could be:

1. Conversion Audit - Analyze current trial experience and identify drop-off points

2. User Journey Mapping - Map the ideal path from trial signup to paid conversion

3. Onboarding Optimization - Redesign first 7 days to show value quickly

4. Feature Gate Strategy - Determine what to show/hide during trial period

5. Email Sequence Design - Create behavioral-triggered nurture campaigns

6. In-App Messaging - Build contextual prompts and guidance

7. Conversion Moment Engineering - Design the perfect upgrade experience

8. Objection Handling System - Address common reasons trials don't convert

9. Urgency/Scarcity Implementation - Create legitimate reasons to upgrade now

10. Analytics & Testing Setup - Track and optimize every step continuously

Is this something they can Google and figure out themselves?

This is years of experience distilled into a systematic approach. This is how you SHOW how much value you bring to the table.

Step 3: Package it into a Named Methodology

Take your transformation and process and wrap them into a signature offer.

Give it a compelling name like "The Revenue Recovery Audit" or "The Scale-Ready Systems Blueprint." Use ChatGPT to brainstorm these names if you need inspiration.

Add specific deliverables with the name:

• Complete audit of current trial experience

• Custom conversion optimization roadmap

• Onboarding sequence templates

• Email nurture campaign setup

• In-app messaging framework

• Conversion tracking dashboard

• 90-day implementation timeline

This packaging makes your service tangible- Like a product they can "hold" in their hands. Now, when you sell this “productized service”, you just put a price tag on the product!

And this completes your expertise-to-offer process.

"I help with marketing" will be paid by the hour. But "The Trial-to-Paid Conversion System" will be paid $8k-$15k for the complete transformation.

Now, one last thing…

The biggest “offer” mistake I see experts making:

Stop trying to perfect your offer before you sell it

Don’t spend months "perfecting" the offer before you show it prospects. That's backwards.

You'll learn more from one real prospect conversation than from 100 hours of planning.

Design your offer using this framework, then start selling it immediately. You can use this “appreciate your advice” DM framework to get feedback (or even close your first few deals).

Goal is to be the fastest “iterating” consultant in your space

Get your offer in front of real prospects, gather feedback, and improve it with every conversation.

Within a few conversations, test projects, and pivots, you’ll have a process that’s SO VALUABLE that your results will start speaking for themselves.

Sell → Deliver → Learn → Sell again

Cycle through this loop as fast as possible!

That's how million-dollar offers are built—through iteration, not perfection.

That's it!

Stop selling your time and start selling your transformation. The consultants making $10k+ per project aren't more talented than you- they’ve just done this CEO work.

They took the same skills you have and packaged them into clear, compelling offers that clients immediately understand and want to buy.

So, are you ready to stop being paid by the hour?

You know there to start ✨

Can’t wait to see you landing $10k+ deals.

With love and growth,

Kasey

Whenever you’re ready, here’s how I can help you become a Solo CEO:

1. Want to land your first (or next) $10K+ client—without relying on referrals or working 24/7? Get my FREE 5-day email course, The Solo CEO $10+ client blueprint, and learn how to build a high-ticket, repeatable business. 

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