Productisation is one of the hottest business trends of 2019.
Transforming skills into products has grown into an essential strategy for consulting and creative firms looking to scale up.
According to a Google-Temasek study, Southeast Asia’s online marketplace is approaching a quarter of a billion US dollars. The region’s rapid expansion provides innumerable opportunities for your business — that is, if you start offering products.
Many online creative businesses rely heavily on freelance work. This on average earns regional businesses about RP6,880,865.80—or approximately AU$700 — per month. In many cases, you can only boost revenue by working longer periods of time.
In more industrialised and urban areas, this presents a serious obstacle for any entrepreneur looking to generate higher revenues.
Productisation is breaking through that obstacle and clearing the way to more lucrative earnings.
Starting and running your own consulting or creative business is fun and exciting. At the same time, it presents new challenges. Learning how to create and market products will help you build a business that not only survives but thrives.
Productisation means taking a service and reconfiguring it as a product for sale.
A business provides a service when it sells labour to a client, often in a customised form. These are generally distinct from products, which are mostly or entirely standardised objects or commodities.
Productisation is the bridge that brings two concepts together. It allows businesses to transform their services to a consumable product. These products can go beyond the target market — as they are not personalised to a single client — and ultimately, scale profits.
Optimise profits by packaging services with products, accessories, or services.
Great ways to combine products and services include, but are not limited to:
- Matching products and services that are logically related (Example: Selling UI/UX designs + free design consultancy)
- Creating bundles that add value when combined
- Bundling a popular product or service with a new offering
- Discounting the bundle — so it is cheaper than the individual sale price
- Adding exclusive access to information or services
- Offering services on a retainer basis— giving the client consistent access while earning regular and predictable revenues
For small businesses and sole proprietorships looking to scale up, this approach turns services into a gateway to more lucrative product sales.
However, the model works differently for professionals who already make high levels of revenue from products. These professionals may decide to optimise profits received from services by packaging them with their already successful products.
A good landing page means everything when marketing a productised service. It also reinforces the feel of a professional, trustworthy, and capable company.
You will need landing pages that can help your business achieve its marketing potential. Here are professionals tips to get started.
Use Professional Looking Templates
If you are an experienced web design professional with ample time to create a perfect site to meet your needs, move on to the next step.
If you’re not, stick around.
Site builders have transformed the way businesses create their websites. These tools provide free or low-cost access to professional-looking templates that will help you create an effective landing page.
Put These Templates to Good Use
While your main priority lies in boosting conversions, make sure that you can take advantage of all the potential marketing techniques available. These include, but are not limited to:
- Maximising effective SEO techniques — use your landing page text to help boost search engine rankings
- Use a landing page to promote an upcoming product, service, or special deal
- Put an effective call to action on each landing page
Use the Right Landing Page Elements
An effective landing page uses certain elements to attract attention and score conversions. Learn a thing or two from these tips:
- Create a punchy and effective headline with good SEO keywords.
- Let the headline hook prospects, then create a subheading that reels them in and keeps their attention.
- Pick great pictures. They need to engage the eye quickly and relate to the product or service. If needed, try open license sites such as Pixabay or Shutterstock to find images that fit the bill.
- Place an irresistible call-to-action (CTA) button.
- Make sure that the product description is perfectly clear and is only as long as necessary. Make your content engaging.
- Consider using a reference to some kind of potential loss in your explanation. What is the opportunity cost of not using your product or service? People respond better to pain points in marketing.
- Follow up the pain points with a reference on how the product will provide relief, joy, satisfaction, or happiness.
How to Use Landing Pages to Your Advantage
Here’s a sample productised service by App Ninjas. Instead of creating a budgeting app for a single business, App Ninjas creates a budgeting app that anyone can use. Take a look at how it would create a landing page for its product.
Why it works:
- The headline and subheadline straight up speak to potential customers who have trouble keeping track of their finances.
- The call-to-action button uses a contrasting colour that stands out from the page — the FREE proposition is a plus!
- The hero image gives an inside look of the app.
- The app’s key features are in small, bite-sized descriptions.
Another way of turning your service to product is by creating a book out of it. If you’re an SEO specialist, you can maximise your profit potential by putting your expertise to paper and selling it as books.
Here’s an example of how you can market a productised service of the same sort.
Why it works:
- The headline and subheadline offer a valuable resource.
- The bulleted copy clearly delivers the benefits of getting the book.
- The CTA button uses a unique colour that isn’t found anywhere else on the page.
- The image gives visitors a visual idea of the offer.
- Customer reviews give the ebook more credibility.
Budding entrepreneurs love free classes. Whether you’re a business consultant or a freelance superstar, you can share your expertise and experience through online courses. This landing page example can give you an idea:
Why it works:
- The copy contains customer pain points that are easily relatable.
- A FREE class is a good proposition that can attract leads.
- The lead generation form does not ask for too much information.
- Showing where your course has been featured makes it more trustworthy.
Productisation offers a solid and proven way for both consultants and creative specialists to maximise their profit through their skills. While many have taken their businesses down this path, there is no set formula for others to follow.
At the end of the day, paying attention to the market and its demographics is the best way to gauge how to sell your products. When you understand what your potential customers need and where they’re coming from, building a landing page will be just a walk in the park.