September 1, 2022

Doing vs Knowing

When they first go solo, lots of folks think something like:

• I do web apps
• I do sales funnels
• I do search engine optimization
• I do motion graphics
• I do personal branding
• I do contract litigation
• I do landscape architecture

This is normal, but it’s bad. People in this stage are conflating their discipline with their offering. Essentially, they have just one product: them doing their thing.

Breaking the one-to-one relationship between your area of expertise and how you package and sell that expertise opens up a universe of possibilities.

For example:

You don’t have to be a web app developer who just builds web apps.

You could be a web app consultant who sells:

• Web App Consultations for $500
• Web App Architecture for $5,000
• Web App Development for $50,000+

Here’s the thing...

If you stop thinking of yourself as “I do X” and start thinking of yourself as “I know how to do X”, then you can sell your know how instead of your doing.

Making this mind shift will allow you to serve your ideal buyers at a much wider array of price points, all of which are highly profitable to both parties.

Yours,

—J

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