Lesson One: Sell a Solution

Package your services into a solution that solves the problem of a very specific target market

The “Secret” Sales Strategy

Intro

Welcome to this guide! Here, you'll learn how to think and act like a business person in the design field. We're going to change how you see your work, moving from just selling your time to selling actual products. You'll discover how to organize these products into a clear, valuable process, and most importantly, sell it to people that think they’re lucky they found you.

Who This Is For

This guide is for freelancers designers and 9-5 corporate slaves ready to stop selling hours and start selling outcomes.

It’s not for beginners—it’s for professionals who want to productize their service and grow a real business.

If you’re ready to think like a business person, you’re in the right place.

Imagine earning $30-70k a month without employees, not by working a regular office design job, but through your own projects. You get to set your own hours, work with clients who get what you're about, and maybe only work four days a week for about four hours each day, if you want. This means more time for you to enjoy life outside work.

A big part of this course is about "value stacking" – which means making your service so good that clients can't resist it. We'll show you how to make promises of great results and then go even further, delivering more than your clients expect.

Here's your guide to attracting and retaining customers: Aim high with what you promise and then deliver even more. Attract new clients by setting big expectations and then exceed them.

The Secret that’s Not a Secret

Think and act like a business person, not just a designer. Make bold promises, demonstrate that you can solve significant problems, and deliver results that go beyond what they could imagine.

In a nutshell, the strategy is to create a repeatable process that takes you very little time to execute and that promises a specific result in a specific timeframe for a specific market.

But your job doesn't end with making promises; you need to over-deliver on them. It's not about the hours you put in; it's about the value you provide. Shift from thinking like a designer who sells time to a business person who sells outcomes.

Over-promise to attract new clients and over-deliver to keep them.

When you deliver massive value, you're entitled to charge more, regardless of the time spent. Remember, buying a service typically means buying time, but buying a product means getting results. From now on, focus on selling the outcomes you deliver, not the time you spend.

Transition from selling time to selling value.

Package your design services into a process that addresses a specific problem for a particular type of customer. Price it based on the value it offers, not the time you invest. This approach will help you draw in clients and keep them with your subscription service.

Charge based on the solution's value, not the hours worked.

This "Secret” Sales Strategy is well-known in sales circles but less so among designers. By learning it now, you're getting ahead of the curve, preparing for a time when all designers will embrace this approach.

Maximizing Course Benefits

We want to help you make your first sale really fast with this course. Here's what you should do: Go through the entire course in one go, maybe during a weekend, and write down lots of notes. These lessons are quick and to the point. Think about how you can use what you learn for your own business.

After learning everything once, start over but this time, actually start building your products, website, and business right after each lesson.

Think about who you want to sell to, what you're going to sell, and how you're going to sell it, all the time, not just when you're going through this course. Make sure you do every single task at the end of each lesson because that's how you'll really start seeing success.

Realize Your Potential

Now, let's talk about what you'll gain. We've put together some really smart strategies for building a design business from the ground up.

“If you were born poor it’s not your fault. If you stay poor, shame on you”

— Bill Gates

You'll create a strong foundation that attracts customers who really need what you offer.

Your website will show off your product so well that your ideal customers will wonder why they haven't hired you yet. And you'll know exactly who your ideal customer is and how to find them.

So get ready to leave your regular job behind and step into being your own boss in the design world.

Identify Your Market

Intro

We're getting into figuring out your market – this is really important for making your design services stand out and do well. Imagine being known as the expert for a certain kind of problem in a certain market. Cool, right? By the end of this lesson, you'll know who you're helping, which will make what you do more in demand and profitable. Get ready to change how people see your design services.

Why Choose a Specific Market?

Your design business should offer more than just "design" – it should offer a solution.

This means you'll have a special process to deliver your designs that lets you charge a lot.

To build this process, you need to choose a market, basically a group of customers with a specific issue you can solve.

It might feel weird to focus on just one kind of customer, but it's the best way to make finding and getting customers simpler.

And if you pick a market that's really looking for what you offer, you won't feel limited at all – there'll always be customers waiting.

How to Choose Your Market

The two things you look for in a market are demand and supply.

• Demand: There needs to be people with money that have a problem that can be solved by design.
• Supply: It should be hard for them to find a solution.

This is why we don’t want to sell vague “design” services. Because there is a massive supply of that already on Fiverr, Toptal, etc… That market is so broad and over-saturated the only thing designers can do to compete with each other is lower their price, which is why basic design services are so cheap now.

You need a market that is growing in demand faster than the supply can fulfill it.

For example:

• Landing page design is a shrinking market—It can basically be done by every designer now including AI.
• Software as a service is a stable market—There’s plenty of designers that do it but there will always be more web apps that need to be designed.
• AR/VR apps are a growing market—There will be an increasing amount of customers and right now there aren’t a lot of designers that specialize in it.

Niche Down to Increase Value

Choose a market and then niche down as much as possible.

Here’s why: The quality of being rare is what makes something valuable. The smaller the niche you serve the more rare your product becomes which allows you to position yourself as a specialist and charge higher prices. By focusing on a smaller segment, you become the go-to expert, making your services more valuable. The key to all of this is providing immense value.

When you niche down this much you can:

• Charge higher prices
• Provide a specific result or outcome of your productized service
• Provide a predictable time-frame to get results
• Estimate how much effort will be required by your customer
• Guarantee your results

Also, niching down makes it easier to find customers. As you’ll see in future lessons you’re going to clearly communicate your customers pain and position yourself as the medicine. That is much easier to accomplish when you have a clearly defined customer base.

The name of this game is increasing your customers perceived value of your services.

When you cater to a niche, you're not just offering a service; you're providing a targeted solution that addresses specific needs. This allows you to charge more, guarantee results, and set clear expectations around timeframes and client effort.

An Ideal Market has a Measurable Problem You Can Help Solve

The primary factor of an ideal market is a clear and measurable problem. Understanding this will guide you to a market eager for your solutions.

That problem can vary based on the industry and the product they are selling but I’ll make this easy for you… the “problem” is almost always “more sales” or “reduce time to complete a sale”.

If the problem isn’t trying to convert more users into buyers then it should be something that contributes to more sales, like a more streamlined user-experience, or fewer clicks to make a purchase, etc…

The key here is that it needs to be measurable so that in the next lesson, when you’re putting together your offer, you can make claims like “increase conversions by 25%, for example.

When you can make measurable claims that affect your prospects bottom line, you’re making your job of converting prospects into customers much easier for yourself. You’re also able to charge much, much more for your design service.

The bigger the problem, the more you can charge.

When a Market has a Problem that is Painful it’s Easier to Find Clients

In a perfect world the problem your market is experiencing should be painful.

Alex Hormozi has a saying: “The pain is the pitch.”

What he means is that If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. The greater the pain, the more you can charge.

In addition to making it easier to articulate your solution, when your prospects have a “painful problem” it makes it much easier to find them online and pitch them your solution.

People with painful problems talk about them online, even better they’re actively searching for solutions.

To find customers, all you have to do is go to the forums and groups where they are having those discussions and be a part of the conversation.

Example Design Markets

Hopefully we’ve convinced you of the importance of selecting the right market and how this choice influences how you’ll bundle and position your design service as a product.

Let’s look at some concrete examples of target markets for designers. Each has unique needs and pain points, offering distinct opportunities for specialized, productized services.

Here’s a short list of high-demand, low-supply design service verticals right now:

1. AI Product Design – Tools and interfaces for LLMs, agents, and copilots; few designers understand both UX and prompt logic.
2. Data Visualization & Dashboards – B2B SaaS and fintech apps need clear, actionable UI for complex data.
3. Healthcare UX – Regulated industries (EHR, patient apps, insurance portals) need user-friendly design but struggle to find experts.
4. Web3/Crypto UX – Still needs massive usability help, but experienced designers in this niche are rare.
5. Voice & Multimodal Interfaces – Designing for voice + screen (Alexa, AI assistants, wearables) is a growing need with few skilled pros.
6. Design Systems for Scale-Ups – Mid-size SaaS companies need scalable design systems but lack internal expertise to build them right.

Again, we’ll talk more about finding solutions to their problems in the next lessons, what’s important right now is that you have a market in mind.

The Riches are in the Niches

You've now got the tools and knowledge to pinpoint your market, understanding not just the 'who' but the 'why' and the 'how.'

Remember, choosing the right market isn't about limiting your creativity; it's about channeling it where it can shine brightest and have the most impact.

You're on your way to becoming not just a designer, but a problem-solver for a specific set of clients who are going to love what you do for them.

Create the Ultimate Product Bundle

Intro

Imagine offering a suite of services so compelling that your clients can't wait to sign up. We're about to unpack how you can build this game-changing product bundle, adding layers of value that make your offer a no-brainer.

What is a Product Bundle?

A product bundle is a suite of design services that are packaged together and sold as a single bundle, solving a specific problem for a specific customer, and ideally includes a guaranteed timeline and result.

Your product bundle is going to be all the design solutions you provide for your prospects problems presented as a laser focused process.

You can add different products into the bundle to customize it to different types of customers.

The reason you want to break your services into a bundle of products is to add perceived value for the customer.

Think of it this way: Say your problem is you want to clean your home, so you go on Amazon and look for household cleaners. You find that you need a different cleaner for dishes, the floor, the carpet, freshening the air, you also need garbage bags and scrub brushes. Instead of buying all of these products separately, they might be sold together as a discounted bundle. You’re likely to buy the bundle because it has everything you need to solve your problem and you get all the products at a cheaper price than if you bought them separately. It’s very appealing.

Adding Perceived Value

Now here’s how we’re going to make your product bundle even more appealing.

What if the cost of the bundle is the same cost as only one of the products in the bundle and all the other products in the bundle are free?

If the customer thinks they’re paying one price for one product and then they get 3-5 more products thrown in as a bundle for the same price, the value they’re receiving massively goes up in their mind.

Breaking your solution into a bundle of products increases its perceived value, making your offer more attractive. Packaging your solution as a single product with extra products added free of charge makes your offer irresistible.

Okay, in order to come up with your product bundle you need to follow three steps:

1. Step one: List out all the problems that are in the way of achieving that outcome
2. Step two: Identify a solution for each of their problems
3. Step three: Package your solutions into a bundle

Creating Products for your Prospects Desired Outcome

As mentioned in the last lesson: “Increase sales” or “reduce time to complete a sale” are the two desired outcomes most prospects want.

It helps to focus on one or both of those as a starting point.

Deeply understanding your market’s dream outcome allows you to craft solutions that resonate.

By aligning your service closely with their ultimate goals, like boosting sales, you create a roadmap for your product bundle that directly addresses your customers’ needs.

Step 01: List Problems

Step one, you’re going to list out all of the points of friction that exist for your market in achieving more sales, or converting users into customers faster.

Once you’ve done that, now write down all the things your prospects struggle with and their limiting thoughts around them.

Don’t worry about if they’re design-related right now, just list out every single obstacle they need to overcome to achieve their desired outcome. The more problems the better.

Once you have that basic list, order the problems in the sequence that your prospects will likely experience them. Think about it in insane detail. Think about what is the first problem they have and if it’s solved, what is the next problem they would encounter. You want to list it out in that order.

Step 02: List Solutions

Perfect. Step two, you’re going to list out solutions to those problems.

Don’t worry whether or not they have to do with design. Right now you’re brainstorming ways to solve their problems. It’s important at this stage to think like a business-person and not a designer.

Every problem you identify is an opportunity to provide a solution.

By transforming their challenges into components of your product bundle, you’re offering comprehensive support, addressing each pain point with a tailored product, together forming a bundle that solves all their problems.

If you’re missing even one solution to a problem it can cause a prospect not to buy. So, you need to at least try to solve every problem.

Once you have your list, you’re going to operationalize those solutions into steps of a process. Each step of the process is a product in your bundle that either solves or helps solve the prospects problem through design.

You want to name these steps. You don’t have to do that now, but keep in mind that this entire bundle is going to be your proprietary process and each product/step will have a name.

So to be really, really clear here: Each solution becomes a product in your bundle, and each product is essentially a step in your process that gets closer to solving your customers overall problem, like increasing sales.

Step 03: Turn it Into a Process

Your product bundle should be a journey that leads to the ultimate solution—the client's desired outcome, which could be anything, but it’s probably increasing sales or shortening the time to a sale.

By strategically organizing each solution into steps, you’re providing a step-by-step path that culminates in the final product. The final product, the last step of your process, that’s the one you’re selling, all the other steps you’re providing free of charge.

This is a psychological tactic that makes the prospect feel like they’re getting insane amounts of value.

In the next chapter we’re going to focus on how to offer this bundle on your website. For now you just need to understand: The solutions you’re selling are individual products and should follow a series of steps in sequential order that make up your overall design process.

If that’s confusing, let’s go back to the analogy of you buying cleaning supplies for your home. When you’re on the Amazon page where there’s a description of the bundle it might say something like: “First you’re going to throw out the trash with the garbage bags, then do the dishes with the dish soap, then wash the floors with the mop, then freshen the air with the air freshener, and voila, you have your desired outcome of a clean home.”

It’s the same kind of thing, we’re making it so that your product bundle is easy for your prospect to understand, purchase, and they’re very clear on the results they should expect.

Stick to Your Market

You should now have a basic product bundle that you can price based on its value to your prospect, plus, you will have a repeatable process that you can complete in a set amount of time without a lot of meetings. Eventually you could even operationalize and outsource it.

This process of identifying your prospects problems and ways you can solve them through design is probably the most challenging but important step in this entire course. It’s going to take a lot of thought but it’s absolutely key.

If you don’t figure it out now, no worries, you can come back to this section later.

Keep in mind you’ll always be refining your product bundle to meet your prospects needs. It’s unlikely that you’re going to absolutely nail it the first time. So it’s important to approach this with a minimum viable product mentality.

Get rid of any illusions of perfection on the first try. What you want to do is get your product bundle together and get selling it. You’ll learn quickly enough what it’s worth and if it’s missing anything.

Also very important: Stick to your market. Sticking with your market means you can continually adjust your product bundle so that it exactly matches your customers needs.

This is incredibly important to understand because you may not have immediate success. If no one is buying your product bundle it doesn’t mean you chose the wrong market, it means the way you’re packaging and presenting it needs more work. Big difference.

If you don’t see sales immediately you’re going to be tempted to choose a different market but that would be a waste of time because you need to test different solutions and products until you find that sweet spot. Everything becomes easy after that. You can’t fail if you keep trying.

Lesson One Summary: Sell a Solution

By identifying your clients' problems, crafting tailored solutions, and organizing them into a coherent process, you're now equipped to present a product bundle that screams value.

Remember, the goal here is to make your services indispensable, creating a clear path from your prospects challenges to their desired outcome with your expertise.

Keep refining your bundle based on feedback and market needs, and watch as your design business transforms from offering mere services to providing essential, outcome-driven solutions.

Key Takeaways

• Package your services as a solution to a specific problem.
• Stop selling time—start selling outcomes.
• Over-promise to attract clients, over-deliver to keep them.
• Focus on value, not hours worked.
• Choose a specific market with real, measurable pain points.
• Niche down to become rare, specialized, and high-value.
• Build your process around solving sales-related problems (e.g., conversions, UX bottlenecks).
• Think like a business person, not just a designer.

Lesson Two: Package Your Product

Present your solution as a product that is guaranteed to work in a specific timeframe with minimal effort and risk

Craft Your Core Product Offer

Intro

In this lesson, you’re going to present your design solution as a product bundle that is guaranteed to work in a specific timeframe with minimal effort and risk for your customer.

Ever heard the story of Picasso and the napkin? Legend has it that Picasso was at a Paris market when an admirer approached and asked if he could do a quick sketch on a paper napkin for her. Picasso politely agreed, promptly created a drawing, and handed back the napkin — but not before asking for a million Francs.

The lady was shocked: “How can you ask for so much? It took you two minutes to draw this!”

“No”, Picasso replied, “It took me 40 years to draw this in two minutes.”

Lesson: You don’t charge for your time, you charge for how much value you’re providing. In this lesson I’m going to show you how to make your design service appear extremely valuable

The Essence of Your Product Offer

When we talk about your “offer” we’re essentially talking about the presentation of your product bundle.

In the last lesson you identified your market and developed solutions to their problems that resulted in a bundle of products.

Now, in this lesson you’re going to put on your business-person hat and present your solution in a way that will have your target market begging to buy it from you.

The core of your offer consists of three elements that are intended to handle a prospects “objections”

Objections are the reasons I prospect decides “not to buy”

The three objections you need to solve for are:

1. Likelihood of achievement: How likely is it I will achieve my desired outcome?
2. Effort required: How much effort will this need from me?
3. Time to success: How long will this take before a return on my investment?

Let’s go through all three of them.

Objection 01: Overcoming the Achievement Objection

Achievement: How does the prospect know they will achieve their desired outcome?

Build confidence in your prospects by proving the effectiveness of your solution.

They’re thinking: “This won’t work for me specifically, I won’t be able to stick with it, external factors will get in my way”

People value certainty. You want to convince them that there is a very likely chance that they will achieve the result they are looking for if they buy your product.

Increasing a prospects conviction that your offer will ‘actually’ work for them will make your offer that much more valuable. In order to do this you need to show some sort of proof.

They want to know that you’ve done this many times before and you’ve got a bullet proof process that will get them the same results you’ve gotten others.

Proof can come in two different formats:

1. Bold Claims: Demonstrate the success rate with claims and testimonial evidence.
• Example: “I’ve helped over 10 people just like you achieve a 25% increase in sales”
2. Client Testimonials: A bold claim coming from someone else.
• Example: “He/she helped me achieve a 25% increase in sales”

Objection 02: Simplifying the Effort Required

Level of effort required: What does it cost your prospect in time and energy to work with you?

Make your offer more appealing by reducing the perceived effort needed from your prospects.

The more friction there is along the way the less value. You want to make it appear that they will have to do almost nothing in order to ensure success.

Clarify the minimal effort needed from clients to achieve desired results. They’re thinking: “What is expected of me? This will probably be too hard, confusing, or I won’t like it.”

Highlight ease of process with specific, relatable examples. You want to get as specific as possible about how easy and hands off it will for them. You can do this again with claims and testimonials.

Decreasing the effort and sacrifice will massively boost the appeal of your offer.

Objection 03: Accelerating Time to Success

Time to success: How long will it take until your prospect achieves success?

The faster you can get them to their desired outcome, the more you can charge.

They’re thinking: “I’m too busy to do this right now, it will take too long to work, it won’t be convenient for me.”

Think hard about how you can reduce the time between a customer buying your product and receiving their desired outcome. One week? Two weeks? Three weeks?

The shorter the amount of time, the more valuable your product is.

If it will take a month or longer, then you want to add milestones to your process that shows them they are on the right path. Like:

• Here’s what you’ll have week one
• Here’s where you’ll have by week two
• Etc…
• Position speed as a key advantage of your product bundle, making it more desirable.

Fast beats everything. People will pay more to have something immediately rather than paying less but having to wait.

Crafting a Compelling Value Proposition

If you can solve for all of these potential objections, you can create a one sentence pitch that sets up your product offer perfectly to your target market.

It looks something like this:

📢

I help [this market] get [desired outcome] in [time to success] without [effort required] using my [solution].

For example: I help SaaS startups get 25% more customers in 60 days or less without investing in ads using my “5-Step Design Framework”, guaranteed.

See how compelling that is? Imagine being a SaaS founder that’s struggling to get sales and coming across a landing page that says that in the header?

Here’s another one: I help eCommerce websites get 15% more conversions in less than 30 days without overhauling their website using my proven “Product-Page-Optimization-Process”.

Use concrete numbers and guarantees to make the value proposition tangible and compelling.

The more specific the better.

Presenting the Desired Outcome

The desired outcome is an expression of the feelings and experiences your prospects have envisioned in their mind. It’s the gap between their current reality and their dreams.

The goal of your value prop is to accurately depict that dream back to them.

Handling objections is the key: Most value props focus on the “desired outcome” and wonder why they don’t convert prospects into customers. It’s because they’re neglecting the other three components of the value equation, the objections.

Anyone can make a promise of a desired outcome but it doesn’t seem real unless you add some specificity to it.

Most people wont buy your design service because they’re not convinced they will get the results they want, or it will take too long, or it will require too much time and energy from them, or all three.

That’s why you want to add specificity around how likely they are to achieve their goal, how long it will take, and how much effort it will require. It will remove all their objections before they even have time to think of them.

Your One-Sentence Pitch

Make your offer so good people will feel stupid saying no

Now that you have the core of your offer, an offer that is already super compelling, you’re going to use some evergreen human psychology tactics to enhance your offer.

In the next section you’re going to add so much perceived value that if a prospect in your target market finds your website, or your social media profile, they’ll be booking a call with you immediately.

Lesson Three Summary: Package Your Product

There it is, you learned how to enhance your offer by presenting it in a way that stacks value on value.

Bonuses, guarantees, scarcity, urgency, and customization through subscriptions. All of these together put your offer on steroids.

Key Takeaways

• Present your service as a product bundle with a clear process and promised outcome.
• Address key objections: Will it work? How long will it take? How hard is it?
• Build trust with bold claims and testimonials.
• Make the process feel effortless for your client.
• Speed is valuable—shorter timelines increase price and appeal.
• Use a clear, one-sentence pitch to communicate your offer.
• Structure your offer around value, not tasks or deliverables.

Lesson Three: Stack Your Value

Enhance Your Offer by Value Stacking

Intro

There are three elements to the value stack when offering a design product. All three of them enhance an offer to make a prospect feel like they better click the “buy” button immediately before the opportunity goes away.

1. Bonuses: Use bonuses to give the impression that the prospect is getting more for their money.
2. Guarantee: Use guarantees to reverse risk so prospects see no down side to buying your product.
3. Scarcity and urgency: Use scarcity to decrease perceived supply and urgency to increase demand through perceived exclusiveness.

“But wait… there’s more!”

See what I did there? That feeling of getting something extra. That’s the power of a bonus.

Maximizing Value with Bonuses

Remember last chapter you bundled your products into a process? And the process had steps that happen in a sequential order, right? Each one of those steps is a solution to one of your prospects problems.

Transform your product offer by presenting the initial steps in your process as valuable bonuses, making your core offer seem even more enticing.

The last step in the process is the most valuable one, because it’s the closest to delivering the prospects desired outcome. However the previous steps are crucial because you can’t get to the final step without them.

Get this: That last step is the one you’re selling and the previous steps are bonuses you’re providing for free. This is completely a psychological tactic.

The reason this works is we’re increasing the prospect’s perception of the price-to-value ratio. We anchor the price to the final step in your process. Then with each increasingly valuable bonus, that discrepancy grows wider and wider until the prospect feels it’s such a good deal it would be stupid to pass it up.

Think about the famous Ginsu knife infomercials from late night TV in the 90’s. The host starts the commercial by showing you a steak knife that costs $39 and by the end of the commercial he’s added a bread knife, chef’s knife, cleaver, a potato peeler, and five paring knives… all for the same original price of $39 for the bundle.

Presenting all the steps in your process except for the final one as a bonus, massively increases the prospects perception of the value of your offer.

Simply put: We want to employ bonuses because they expand the price to value discrepancy and get people to purchase who otherwise wouldn’t.

Establishing Strong Guarantees

The single greatest objection for any product or service being sold is risk. Risk that it doesn’t do what it’s supposed to do.

So, reversing risk with a guarantee is an immediate way to make any offer more attractive.

The key is to identify a client’s biggest fears. What are they most afraid will happen if they pay you?

Hint, their fears are tied to their objections:

• They’re afraid your process won’t work for them.
• They’re afraid your process is too hard or inconvenient.
• They’re afraid your process will take longer to work than you advertised, or worse, it won’t work at all.

Reverse their fears into a guarantee.

Address key customer fears by introducing robust guarantees, making your product a safe and appealing choice.

There’s two types of guarantees, you can use one or both but I recommend using both.

1. The “unconditional Satisfaction-based refund”: If at any time they’re not satisfied with the level of service they’re receiving from you, they can request a refund. This is unconditional so it’s a little risky if you’re dealing with small-time customers pinching pennies. But if you only accept quality customers that are fair and good intentioned, you shouldn’t ever have to refund anyone, as long as you hold up your end.
2. Second type: The “Conditional We-hit-Your-Goal no matter what” guarantee: If you do not achieve your goal in this time period, I will keep working for you, free of charge, until your goal is achieved. This essentially guarantees they will achieve their goal no matter what, but it eliminates the element of time. The key to this guarantee is to list actions a customer must take in order to be successful, those actions are conditions of the guarantee. This prevents lazy customers from working with you for free, forever.

Reversing risk is the number one way to increase the conversion of an offer. Experienced business-people spend as much time crafting their guarantees as the deliverables themselves. It’s that important.

Go ahead and make your guarantee something big, like a 25% increase in sales.

The beauty of guaranteeing a large ROI (return on investment), like 25% increase in sales, even if you only get them 5%, it shows that your process works and they’ll be thrilled.

There’s nothing unethical about making big promises if you can deliver even close to the promise.

Consider this: In 2009 Coca-Cola promised “happiness in a bottle”. In 2005 McDonalds promised their burger would “feed your inner child”. Do you think anyone returned a bottle of Coke because it didn’t make them “happy” enough, or returned a Big Mac because they didn’t feel their inner-child got fed? No.

As long as you provide enough value that your customer received a positive ROI, they will not request a refund, because buying your product was a smart move that they don’t regret.

Implementing Scarcity and Urgency

Scarcity relates to the limited availability of your solution, while urgency is tied to time constraints.

Understanding human psychology helps us here: people are drawn to what is scarce and feel compelled to act quickly when time is limited.

Our goal is to position your solution as a sought-after, limited resource, enhancing its value and appeal.

By strategically reducing the perceived availability and highlighting time sensitivity, we not only boost demand but also enable you to command a higher price for your service.

Both tactics enhance the perceived value and demand for your service.

Essentially, we're making your offer too good and too urgent to pass up, encouraging immediate action from your prospects.

Rolling Cohorts to Drive Scarcity

Rolling cohorts introduce scarcity by setting specific start dates for your service.

For instance, stating that your program begins anew each month creates a window of opportunity for your clients.

The less frequent these start dates, the more urgent the need to join becomes.

Consider limiting the number of new clients you onboard each period – this not only manages your capacity but also amplifies scarcity.

Let your prospects know how many slots are available and how quickly they're filling up. It's a transparent way to show that your service is in demand and that waiting isn't an option if they're serious about joining.

This method grows in effectiveness as you consistently reach capacity, reinforcing the value and demand for your service over time.

Amplifying Urgency with Seasonal Promotions

Deadlines catalyze decision-making.

Instill urgency in your prospects by setting a deadline for your current pricing.

For example, a special rate available only until the end of January creates a clear timeline for action.

Time-limited offers pressurize decision-making, leveraging innate procrastination tendencies.

Seasonally naming your promotions ties them to a specific timeframe, enhancing the urgency.

This approach nudges prospects to commit now, leveraging the natural human tendency to delay decisions.

When prospects are aware that delaying could mean missing out on a beneficial offer, they're more likely to act swiftly and secure their spot or take advantage of your current pricing before it escalates.

Customizing with Add-On Subscriptions

Let's talk about how you give more value to your services with some extras, kind of like when you're picking out features for a new car. Your proprietary process is like the standard car model, and you offer two special add-on subscriptions for those who want more.

The first add-on subscription is very exclusive access to you - think of it as a VIP service where you give personal advice, help them come up with ideas, or go over their projects together. Make this service really pricey because it's special and you're offering your personal time.

You can set up this VIP access in three levels: the first level would be a single 30-minute chat each week, the second level offers two chats a week, and the third level would include three chats a week. Price the highest level so high that it's just for those who really want that extra attention.

Another monthly subscription you offer is where clients get consistent help from you, similar to what some popular design services offer like design joy made popular by Brett Williams. They can sign up or leave any time and get a certain number of design tasks each month.

By having these extra options in the form of subscriptions, you let your clients customize your service to fit what they're looking for, making them more likely to choose you and stick around long term.

Final Thoughts

You’ve just learned how to stop selling your time and start selling outcomes.

By choosing a specific market, identifying painful problems, and packaging your services into a clear, valuable process, you now have a repeatable offer you can scale, price higher, and deliver faster.

Remember: you’re not a freelancer doing tasks—you’re a business solving problems.

When you:

• Sell a solution, not your hours
• Present your offer as a proven process
• Stack value with bonuses, guarantees, and scarcity
• Speak directly to your ideal customer

You become impossible to ignore—and hard to replace.

This course gave you the mindset and tools. The next step is execution.

Now go launch.