This document provides steps for designers to develop a productized consulting business model. It discusses defining offerings like audience, scope, and pricing tiers. It also covers writing sales pages to describe problems, solutions, and objections. Marketing tactics like email lists and free content are suggested. The document emphasizes testing offerings, saying no, managing expectations, and eventually building a product line. Examples of the author's consulting products are also given.

2. Productized Consulting
for Designers
by Jane Portman at UI Breakfast

4. Step #1
Understand the Benefits

5. Why are clients scared to hire
designers?
Don’t know the price
Afraid that the scope will spin out of control
Not sure whether you know what you’re doing
Not sure how to proceed

6. What can you do?
Set up a fixed price
Set up a fixed scope
Describe the benefits and provide social proof
Describe the process & the deliverables

7. What problems does productized
consulting solve for you?
Makes you easy to hire
Eliminates proposals and allows to set your own rules
Helps transition to value-based pricing
Helps sell recurring services

8. Free crash course on productized consulting by
Brian Casel
http://productizecourse.com/

9. Is Productized Consulting Really a Good Fit for
Your Business? (by Jason Pelker)
http://item-9.com/productized-consulting-good-fit-business/
Is Productized Consulting really a good fit for your
business? (by Kai Davis)
http://doubleyouraudience.com/productized-consulting/

10. Step #2
Define Your Offering

11. Define your audience
Remember your top 3 favorite clients
Niche down on a certain business type

12. Define your scope
Remember your top 3 favorite projects
Niche down on the format
Think of common things and processes
What has the top value for the client?

13. Three levels of involvement
Strategic guidance
Review & report
Hands-on work

14. Define the process
Discovery
Execution
Delivery

15. Define the price
Think of your delivery time and double it
Create pricing tiers (packages)
Charge more

16. Step #3
Write Your Sales Page

17. Portfolio doesn’t sell your services.
Long-form sales copy does!

18. Follow the structure
Pain, dream, fix, objections, call to action

19. Desribe your fix well
What exactly you do and why
The process and the client’s role in it
Common client questions

20. Protect yourself
What you won’t do and what problems you can’t fix
Common pitfalls caused by clients
Reserve the right to determine the scope

21. Anchor your price
Anchor to alternative services
Use tiered pricing

22. Overcome objections
Provide testimonials
Provide a money-back guarantee

23. Types of calls to action
“Make a payment here and I’ll get back to you”
“Email me at (this address) and I’ll get back to you”
Fill in a form/questionnaire

24. Capture leads with a freebie
“Not ready for an expensive XXX yet?
Try solving the problem yourself by using
my free course (cheatsheet)”

25. The Brain Audit by Sean d’Souza (book)
http://amzn.com/B00COQFUNU
Dissecting Great Sales Copy For Productized
Consulting by Patrick McKenzie
https://training.kalzumeus.com/newsletters/archive/dissecting_sales_
copy

26. Step #4
Market Your Services

27. Basic marketing
Put your new service front-and-center on your website
Tell everyone you know
Point your clients to the service sales page

28. Advanced marketing
Start an email list and feed it with good content
Create a free course
Do outreach

29. Turn Readers Into Buyers (article by Brian Casel
on creating free email courses )
http://casjam.com/email-course-guide/

30. Step #5
Deliver and Polish

31. Do a test run (or a few)
Offer your new gig at 50% off
Practice your process
Get a shiny testimonial
Refine your sales page

32. Common mistakes
Compromise on the audience, scope, or price
Deviate from the process

33. Recommendations
Practice saying “no”
Avoid strict deadlines
Be generous and exceed expectations

34. Step #6
Plan a Product Line

35. Ideal product line
A free course
A book (under $100)
A more expensive course (under $300)
Productized consulting
High-touch custom gigs

36. Ideal productized consulting line
A strategy call (under $500)
An entry-point gig ($500-1500)
An “all-inclusive” advanced offering (under $5000)
A recurring monthly service ($500-1500)

37. Best practices for a monthly service
Limit the contract to 6 months
Set a grand goal
Do a roadmapping session in the first month
Don’t book yourself solid

38. My own consulting products
Correlation: monthly creative direction for software
companies (discontinued)
Custom UI Audit: the actionable screen-by-screen
teardown of your web app

39. My full consulting line for SaaS
companies
Walkthrough Strategy Call
Custom UI Audit
Wireframing Session
Visual Style Guide

40. The UI Audit
My book based on productized consulting: http://uibreakfast.com/audit
Use code INVISION30 to get 30% off any book package

41. Good luck in productized
consulting!
Thank you my friends!