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Welcome to another issue of Passionate Income.
Today we’ll be discussing what is arguably the #1 way to increase your revenue (and therefore disposable income) as a B2B service provider.
In particular, we'll discuss why clients hate single service experts, and what you can do to overcome their objections.
Let’s dive in.
I recently filmed this exclusive training on How To Make $20k Month Without Showing Yourself or Selling Your Products (using Instagram)
After I released this training, it got over 10,000 views and I received 200+ personal messages.
Nothing held back, this is the framework I and 100+ of my clients used.
If you provide a B2B service but aren’t quite hitting your income goals…
Today’s issue is a must-read.
See, when I first started working as a copywriter, I was enamored by the younger guys in the industry who were crushing it.
And when I say enamored, I mean I was shocked at how much money they were making.
Unlike traditional business owners, I realized copywriters were just normal people who had gotten abnormally good at a specific skill.
So I dove in headfirst.
Sadly, my first few months were horrific—to the point where I was making less than $1,000 per month. Fortunately, I was obsessed with learning everything I could about direct response and internet marketing.
From funnels to media buying, I bought courses, listened to podcasts, and tried to absorb as much knowledge as possible.
It was a decision that, within a matter of months, would pay off for me in a massive way.
By the fall of 2015, I had an opportunity to meet one of my copywriting clients face-to-face in Los Angeles.
During the meeting, I pitched him on a monthly copy + funnel-building service that would increase my income while providing more value to his business.
Thankfully, he was intrigued by my offer and very quickly accepted.
The result?
My very first $5,000/month retainer.
And that retainer—when stacked alongside the other projects I was working on—quickly took me to $10,000 and even $15,000 per month.
So, why am I boring you with this long, drawn-out story?
Because I want you to understand the importance of skill stacking.
You see, while copywriting was (and still is) an important skill, it’s only one piece of the puzzle in the bigger picture of online marketing.
When a client hires a copywriter, it’s that person's job to help them increase sales.
However, there are many more moving pieces that go into generating revenue online than just writing words. From designing funnel pages to setting up email automations, multiple skill sets are required to run a campaign.
The problem?
If a business owner has to hire a different person for every skill set, the process can become slow, inefficient and expensive.
Think about it like a mechanic.
Ignoring exotic cars, the average mechanic can diagnose a problem with most car's engines, transmissions, carburetors, etc. And in most cases, they can fix the problem themselves or with their small team of one or two people.
Now, imagine if a car dealership needed 25 different mechanics for every specific part of the vehicle.
One person to analyze the wheels and tires. One person to check the radiator belt. One person to replace the spark plugs. And so on and so forth.
The idea of this is so ridiculous it’s laughable.
Yet when it comes to B2B services, this is precisely how most people operate.
As an example, let’s say you want to start a Facebook ad agency.
There are multiple moving pieces that go into running a successful Facebook ad campaign. In particular, you have to:
Use copywriting to write the ads
Use graphic design to create the visuals
Have knowledge of media planning to plan the campaign at a high level
Have knowledge of media buying so you understand which buttons to push inside the ads dashboard
Understand landing page design so that people who click your ads do what you want them to when they land on your page
Implement conversion rate optimization so you know you’re using the pages that get the highest conversion rates
And more
Now, imagine you’re on a sales call with a prospect.
And when they ask how your service works, you tell them that you only handle the media planning and buying side of things.
On the surface, if you’re good at what you do, you might think your offer is valuable.
However, when you try and sell an offer this way, what you’re subconsciously communicating is that the client will have to bring the copywriting, graphic design, landing page design and conversion rate optimization to the table.
Which means hiring a copywriter, graphic designer, and a landing page designer who understands CRO.
As you can imagine, hiring all those people is a massive, gargantuan size hassle.
Because to get the result they desire, the client has to go out and hire three additional service providers after they hire you.
Yes, in a small number of cases, the client may already have these people on staff. However, in 95% of situations, they won't.
Meaning, if you only bring one or two skills to the table, the odds of you successfully closing the deal go down dramatically.
Which is why you hear so many veterans talk about the importance of skill stacking:
Aside from the obvious benefits of learning more about your industry, skill stacking is how you make yourself more valuable to prospects.
In particular, it’s how you expand the scope of your service. Which, in turn, helps you reduce the number of people your client has to hire to achieve their goals.
I cannot emphasize how important this is.
The more freelancers, contractors, and agencies your client has to hire to get whatever outcome your service promises, the lower the odds of them hiring you.
On the flip side, by becoming the "one-stop shop" for XYZ, you make it much easier for the client to say Yes.
In addition, clients will pay more for the convenience of having everything under one roof. Which - as you might have guessed - puts more cash in your pocket while giving you the profit margin you need to outsource.
In conclusion, whether you do all the work yourself or set up some kind of agency model, skill stacking is one of the most direct ways to increase your income as a service provider.
Going this route will require you to educate yourself and get out of your comfort zone.
But with how much extra revenue it can generate for you, that's a price worth paying.
💡 Takeaway: Before remote work became commonplace, it was possible to earn a good living as a one trick pony service provider. Today, however, the environment is much more cutthroat. And because of that, clients want a One Stop Shop. Fortunately, offering everything under one roof will allow you to charge more than the client would pay a la carte.
🎁 Resources:
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