The hardest part of productizing is figuring out what to offer as your product - and to whom. The solution is beginning with what we call a "micro-product."
If you're like most service business owners I talk to, you've probably dreamed about creating a product that could generate passive income while you sleep. But the thought of building a comprehensive product from scratch feels overwhelming. '
Where do you even start? How do you find the time? What if no one buys it?
I've been helping clients answer and put into action the answer to these questions since 2006. Luckily, our technology has advanced so beautifully we have many options.
One of the smartest options is what I call Micro-Productizing.
Think of a micro-product as the "perfect slice" of your expertise. Instead of trying to package everything you know into one massive offering, you're extracting a single, high-value component that solves a specific sub-problem for your target audience.
Let me share a real example that transformed one of my client's businesses. Taylor was a sales consultant charging $27,000 for his comprehensive "Enterprise Sales Mastery Method" training program. While his product was needed and high-value, lots of potential clients were startups and not quite ready to make such a significant investment without proof of his methodology.
The solution? We helped him create a short but intensive "2-Call Close Bootcamp" – a focused playbook just on how to close big clients in 2 highly qualified calls - including scripts, objection-busting, accessing the right decision makers, role play videos, and group coaching.
The price of the bootcamp was $995. The pricing was designed specifically for startups who had this level of budget. The group design actually helped Taylor serve more people quickly AND gave the participants peer learning.
Within three months, not only had he put 120 clients through the bootcamp, but 15% of those upgraded to his full higher-ticket product. The micro-product didn't cannibalize his service; it amplified it.
Why Micro-Products Work So Brilliantly
The psychology behind micro-products is fascinating. They work because they align perfectly with how people make buying decisions. Here's what makes them so effective:
* They lower the barrier to entry, making it easy for prospects to say "yes."
* They provide a quick win, building immediate trust and credibility.
* They naturally lead customers to want more comprehensive solutions.
* They generate valuable feedback you can use to improve your full offering.
Your Micro-Product Opportunities
The beauty of micro-products is that every service business has multiple opportunities to create them.
The key is choosing something specific enough to be immediately actionable but valuable enough to demonstrate your expertise at an investment level that is doable but also high enough to command the engagement of your clients.
How The Micro-Product Turned Into Recurring Revenue
After the bootcamp and the Mastery Method programs were completed, Taylor offered Monthly Call Review Plans- in two flavors:
Live
Recorded
In the live reviews, he would have group coaching sessions debriefing sales professionals' calls, giving feedback on where they did well, where they went off track.
In the recorded versions, he listened to recordings of sales reps' calls and gave email feedback.
We are operating in a business climate where companies have made large investments in services that have disappointed.
Having a tasty appetizer is a smart strategy for you and your clients.
The goal isn't perfection – it's getting something valuable into your customers' hands quickly.
Remember, your micro-product isn't just a revenue stream; it's a strategic tool for growing your broader productized business. It's your chance to demonstrate value, build trust, and create a natural but highly compelling pathway to your higher ticket recurring revenue product.
Start small, but start now. Your productized business begins with a single, focused offering that clearly showcases how you help clients achieve their desired outcomes.
************************************************************************************************
Nancy Fox is the CEO of Product WYZE™️, helping consulting & fractional exec firms scale by developing recurring revenue & subscription productized services - signature systems, playbooks, courses, books, webinars , and customized networking plans. To learn more, book a custom WYZE Discovery Call.
Related Posts
