Guides · Selling more than hours
How do you turn your expertise into a downloadable product?
Find what you explain in every first session. Write it once, as something to fill in. Test it on three clients, fix where they stop, and sell it beside your sessions. If somebody can use it without you, it’s a product.
Every professional has a speech. The one about where the money goes, or the three questions to ask before a job interview, or why the first draft is always too long. You’ve given it a hundred times. Each time, somebody wrote it down. Now it’s your turn.
- Step 1
Find the speech
Look at your last ten first sessions. The thing you explained in most of them, with the same examples, is your first product.
- Step 2
Give it one job
Not “everything I know about pricing.” “Work out your hourly floor in twenty minutes.” One finished job beats a hundred pages nobody gets through.
- Step 3
Make it something to fill in
A workbook with spaces, a template with the parts to change marked, a checklist to tick. People finish things they’re doing. They abandon things they’re reading.
- Step 4
Test it on three clients
Give it to three current clients free and watch where they stop. Fix those places. That’s the whole editing process.
- Step 5
Price it against an hour
A file that saves somebody an hour of your time is worth a slice of that hour. Against a $180 session, a quarter to a half is a fair place to start, and pay what you want is a good way to launch a first one.
- Step 6
Sell it beside your sessions
On the same page, delivered by email the moment it’s paid for and kept on the buyer’s own page. Three weeks after somebody buys it without booking, offer them a session.
Write the speech down once. Then let it work while you don’t.
When letting people choose the price helps, and when it doesn’t.
Should you use pay what you want? →Checked 2026-10-10.