Key Takeaways
- People buy a vision, not just a service: You're selling a desired future state, an experience, or a journey---this is what truly resonates.
- Authentic storytelling is key: Show up, share real insights, and let people follow your progress. Empty hype is easy to spot and doesn't last.
- Slow, consistent growth beats overnight fame: Building in public, posting consistently, and engaging with your audience creates genuine trust.
- Offer genuine value upfront: Whether it's free redesigns, roasted landing pages, or bite-sized content, this proves your expertise and builds goodwill.
- Raise prices over time: Once you have a loyal following and proven results, you can---and should---charge more for your productized service.
Detailed Breakdown
1. Why Storytelling Matters
Ever notice how brands like DesignJoy, OffMenu and BakedDesign do more than just "deliver design"? They share their triumphs and missteps, letting potential clients buy into the bigger picture. That narrative---where a user imagines "My business (or life) will be better after I sign up"---is the real magnet for sales.
2. Authenticity Beats Flash
Anyone can create a slick landing page or pump money into ads. But if your story feels forced, people can sniff it out from a mile away---especially in the age of AI. The real secret sauce is authentic growth:
- Show up daily: Post about your process, your wins, your challenges.
- Be vulnerable: Share lessons you learn, even when they're tough.
- Build a community: Respond to comments, ask for feedback, and keep the conversation two-sided.
3. Real-World Example: BakedDesign
They started with zero audience and no fancy budgets. How did they stand out?
- Roasted Landing Pages: They took random websites, redesigned them for free, and showcased the results online.
- Consistency: They posted regularly, showing raw, unfiltered work in progress.
- Value First: People loved their free improvements and began hiring them---no hard sell needed.
- Gradual Price Increases: As demand grew, they steadily raised their rates, leveraging a proven track record.
4. How to Craft Your Own Story
- Identify Your Core Offering: What do you productize? Design, copywriting, coding---anything that solves a clear problem.
- Choose Your Platforms: Whether it's X (Twitter), LinkedIn, or Instagram, pick places where your target audience hangs out.
- Share Your Journey: Show behind-the-scenes glimpses, from early client wins to personal anecdotes.
- Engage Consistently: Respond to questions, DMs, and comments. Let people feel like they're part of your journey.
- Deliver Genuine Value: Offer free mini-makeovers, a helpful guide, or bite-sized tips that solve real pain points.
5. The Bottom Line
Your story sets you apart. Productized services are inherently scalable and profitable, but none of that matters if you can't sell them. Don't rely solely on flashy ads or big promises---focus on sharing a compelling, real-life narrative that people want to be part of.
That's it for this lesson. Show up, be genuine, and let your story speak for itself. In the next lesson, we'll dive into how to grow and scale your productized service once the orders start rolling in.
