🧰 Tuesday Toolbook
A few weeks ago we wrote that, thanks to AI, a small service business can now show up alongside companies ten times its size.
That's a window. The question is where AI fits and doesn't fit into it.
Yes, AI can write the proposal, run the outreach and build the landing page, but what it can't do is be you, the fourteen years of pattern-matching your clients are actually paying for. That expertise is the one asset in your business that doesn't commoditize.
Clients to Courses by Marc Aarons is the playbook for turning your specialized expertise into a product.
Inside, he covers the method he used that took an educational product from $0 to $4M in 10 months. From idea to launch took 10 weeks and did $598K in sales. Then they paused selling for two months to make sure the first wave of students got results, and only ramped up once they had evidence that student success was repeatable.
The method is the reverse of what most people do: build the audience first, then the product. So you only make what people have already shown they'll buy.
It's written for consultants, coaches and service-business owners who've been asked "can you teach me that?" more than once, and want to package their expertise in a way that (1) respects the quality of their work (2) delivers actual outcomes and (3) doesn't cannibalize their high-ticket service offers.
Oddly enough, the way to do it the first time around, is not to use AI.
P.S. See you inside The Growth Stack later this week: "The Quite Churn"
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