Hey there,
I onboarded a new client this week. The very real, very overwhelming problems she shared in the opening minutes came through loud and clear.
She talked me through her current sales and delivery mess…
Every new client meant a new proposal, a fresh set of promises, and a slightly different scope than the last one. Revenue looked good on paper, but she was buried in delivery, with no clean way to step away or hand off.
And if she took her foot off the pedal with the networking, marketing, sales she also “squeezes in,” her pipeline would dry up.
I acknowledged all of it.
Not only had I been there myself, but so had every other business owner I’ve worked with.
Here’s what I told her (verbatim):
“That’s why I’m such an advocate for productizing. It’s going to allow you to scale your front-end sales as well as delivery. And that’s going to be a huge unlock because then, you’ll be able to starting peeling yourself out of the weeds and into the next stages of your business. That’s when business is going to start to feel like a game you love playing.”
She got it. Table stakes for why she hired me.
But many others haven’t yet made this shift because they misunderstand what productizing actually means. (and some folks on the interwebs are only making it worse)
They hear “productize” and picture turning their work into some rigid, one size fits all widget that strips away all of the beauty and creativity of their work. That they’ve turned their consulting business into an assembly line.
First off, gross.
Second, that’s not productizing.
Productizing your offer is different from turning your services into cloned, lifeless to-dos and copy-paste outputs.
Here’s the really important part I want you to internalize:
You standardize your services so they’re easier to plan, fulfill, and delegate.
You productize your offers so they’re easier for you to sell, and easier for clients to buy.
My productized offers and standardized services
Let me show you what this looks like inside my own business (I practice what I preach).
I have one signature offer for one ICP. The scope, timeline, and price are always the same. That means my margins are optimized and predictable.
The outcomes are always the same too:
A focused, productized, sellable signature offer
A wedge that attracts best-fit clients and pre-sells the signature offer
A mountain of clarity and confidence in a clean offer stack
The system behind it stays the same - the steps, the rhythm, the way we move from a messy service list for anyone, to a clean and compelling offer set.
The deliverables? Also the same:
Succinct, comprehensive Signature Offer one-pager
The same for your Wedge Offer
A financial model that proves the numbers behind the new stack: revenue, costs, and margins - all benchmarked against your existing business model
What lives inside those deliverables is where the personalization happens - fully individualized to each client.
Stuck on the fence
At this point, maybe you’re leaning toward productizing.
Here are the most common objections (myths) I hear that keep founders stuck:
My work is too custom
Productizing will make me a commodity
Clients only value bespoke
Systems will box in my creativity
I hear you. I do. I was there for a very, very long time. And it made my business complicated to run, and hard to scale.
Now, on the other side, I can call out the truth that sat underneath those fears…
Your clients don’t actually care how custom you’ve made your process and frameworks for them. They care that you show up with a clear promise, a clear path, and a clear price.
In fact, if I was thinking about hiring you and you told me you need 1 or 2 days to draft a bespoke proposal, I’d start to question how many times you’ve delivered this work.
See, they only really care that you lead them through a system that works. A system that’s so baked, so proven, it always delivers - and you have countless examples to back it up.
When you productize your offer, you create a repeatable sales and delivery engine. Sales calls get shorter and sharper - they end with the person say ‘yes’ instead of, “OK send over a proposal so I can [pretend to] review it with my team.”
Your custom proposals get replaced with “Let’s do this.”
And now delivery is easier to delegate, too. Because you’re not reinventing the game every time.
You’re not selling a blackhole of time and a shape-shifting tasks. You’re selling guaranteed outcomes inside a defined container you know inside and out.
That’s how you deliver results and protect your margins without feeling like a commodity.
The sameness lives in the structure. The uniqueness lives in your expert problem solving.
And so if you want help building your first productized entry-point offer that your best-fit clients say yes to (easily) join the Wedge Offer Masterclass. It’s free.
See ya next Sunday 🤘🏼
Jay Melone
P.S.
Dustin helps you generate 6 figures (or more) by tapping into other people’s audiences
Adriana Tica documented how 153 founders made money in 2025 - offers, channels, newsletters, AI - and what they’re doubling down on in 2026.
Erica McGruder offers HR support to Texas-based businesses. Connect with her here.
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