Bradley Jacobs breaks down the game-changing strategy of productizing your service to transform client acquisition and sales. Moving away from being a "jack of all trades," Bradley explains how standardizing your offerings creates clarity for both you and your clients. Drawing insights from the book "Built to Sell," he shares the story of Alex, an agency owner who transformed his struggling custom marketing business into a scalable, profitable logo design service.

The episode covers the three essential steps: taking inventory of your strengths, defining your package with clear deliverables and pricing, and building targeted marketing materials. Bradley addresses the mindset shifts required, including saying no to work outside your productized offer and embracing your role as a business owner rather than just a service deliverer. He emphasizes how this approach enables you to hire others, scale effectively, and potentially build a business you could sell while creating predictable revenue streams.

Learn More: Scale your fractional practice: https://mylance.co Connect with Bradley Jacobs: https://www.linkedin.com/in/bradley-r-jacobs/

00:00 - Introduction and episode overview

00:16 - What productizing your service means and doesn't mean

00:49 - The problem with being adaptable to every client

01:26 - Definition of productizing a service - standardization

02:09 - Three key benefits: scaling, easy sales, and stepping out

02:39 - Built to Sell book example introduction - Alex's story

03:14 - Alex's transformation from full marketing agency to logo specialization

04:03 - The power of targeting companies with new product lines

05:17 - How clear offers transform client conversations

06:51 - Marketing analytics dashboard example vs vague positioning

07:05 - The challenge of dropping existing work and finding your sweet spot

08:15 - How to start: taking inventory of your skills and passions

10:32 - Step two: defining the complete package with deliverables and pricing

10:56 - Step three: building marketing and sales materials

11:37 - Mindset shift one: stepping back from delivery to business owner

12:50 - Mindset shift two: saying no to work outside your offer

12:58 - Mindset shift three: embracing imperfection and giving yourself grace

13:45 - Alex's successful exit story and business results

14:09 - Building a sellable, scalable business that doesn't rely on you

14:59 - Mylance beta program announcement and LinkedIn thought leadership

15:14 - Closing thoughts, community engagement, and call-to-action