My bread and butter business for the last decade or so was a full-service digital marketing agency. And when I say full-service, I mean FULL-service.

What did we do? The better question is: what didn't we do?

Paid ads? Of course! Social media management? Absolutely! Strategy sessions? Web design? Sales copy? Email campaigns? SEO? Yes, yes, yes, yes, and yes.

It was a nightmare.

We were pulled in a dozen different directions at once. Every client wanted something slightly different. Every project required a different skill set, different tools, different processes.

And instead of saying “no” we happily just did more…

Systematising was impossible. Building expertise in any one area? Forget about it. We were the definition of "jack of all trades, master of none."

And you know what? That's how most service offers work - a bit of this, a bit of that. The client asks for X, so you add X to your list of services. They need Y? Sure, you do that too! Why not!

It's a recipe for burnout and mediocrity.

We’re going to avoid this trap entirely.

Let's get started:

The Conversion Process

Let’s work out your Offer. Specifically, we're going to convert a full playbook into a service offer.

Here's the most important point of this entire playbook: START WITH THE BASIC VERSION ONLY.

I’ve been harping on about this and some of you will still ignore me. But it’s the most important element.

We’re going to take one of my Playbooks and build your core service offer - including your pitch, landing page copy, and one-pager.

Remember, you've already chosen a Playbook and (I hope!) implemented it yourself. You've got real experience and results. Now it's time to package that experience into something focused that you can sell.

Here's the prompt that will do the heavy lifting for you:

You are an expert service offer creator who helps consultants package their expertise. Convert this Playbook into a service offer. I will provide the complete Playbook as an attached file.

First analyse the Playbook and build a summary of the process. Then use this summary to build a complete service offer package that includes:

1. A one-sentence pitch (15 words or less)
2. A 30-second pitch (3-4 sentences)
3. A 60-second pitch (5-7 sentences)
4. Sales landing page copy (headline, subheadline, 3 main benefits, ideal client, process overview)
5. A one-page offer document (what clients get, deliverables, timeline, results they can expect)

Focus on creating a service that:
- Solves ONE specific problem exceptionally well
- Has clear, measurable outcomes
- Can be delivered systematically
- Leverages the methodology from the playbook

Ignore any references to Kyle Balmer or Prompt Entrepreneur from the source material.

Ideally run this prompt with a “thinking” model like o1/o3 or DeepSeek R1. Any model that is better at reasoning - because this is a more complex task.

Add an entire Playbook (in copy/paste text or PDF) as your source file and let it rip.

When I run this with the AI Training for Business Playbook here’s the full offer results in a shared Chat.

And here is a quick preview of just one section (about what the client gets):

Refining Your Offer

The AI output will be good, but it won't be perfect. Here's how to refine it:

1. Inject Real Results Look at your implementation case study from Part 2. Where can you add specific numbers or outcomes? "Grow your newsletter to 100 subscribers" becomes "Grow your newsletter to 100+ subscribers in 21 days, just like I did for [Your Newsletter]." Later you’ll replace this with client results but for now jumpstart with your own results!

2. Simplify Language Marketing speak is the enemy of clarity. If there's jargon or fluffy language, cut it. Your one-sentence pitch should be something a 10-year-old could understand. It can never be too simple.

3. Add Your Voice The output will be professionally written, but it may not sound like you. Edit it to match your natural speaking style - do this manually or provide writing samples for the AI to match. This is especially important for the pitch sections as you’ll be speaking these and it needs to sound natural!

Packaging Your Service

I know - scratched record. But it bears repeating!

Remember what I said earlier about starting basic? Here it is again: focus on ONE core service initially.

While we could adjust the prompt to generate ideas for different tiers and packages, right now you should only build and offer your core service. I'm serious about this! The biggest mistake you can make is creating a complex service architecture before you've validated that people will buy your basic offering.

Stop thinking about the $1M business before the first $1. The premium options, upsells, and service tiers? They can come later, after you've gotten paying clients and delivered results.

Remember my agency story - trying to do everything led to disaster. Start with one clear, focused service that you can systematize and perfect.

Pricing Strategy

Pricing is where most new service providers go wrong. They underprice dramatically. I did. You probably will too.

Remember: you're not selling time. You're selling outcomes. Price accordingly. How much of your time the service takes is entirely irrelevant.

Start by answering these questions:

• What is the value of the outcome to the client?

• How much time would it take them to achieve it themselves?

• What would it cost them to hire someone full-time to do this?

For your pilot clients (first 3-5), I recommend pricing at about 50-70% of your intended eventual price. This gives you room to increase prices as you gain more experience and testimonials. It also lets you build your own confidence - just keep nudging prices up until you hit resistance.

A quick rule of thumb:

• If you're thinking £X is the right price, try £2X instead.

• If that makes you uncomfortable, that's probably about right.

• Yes, really.

What's Next?

In Part 4, we'll look at systematising your service delivery. We first worked out the Offer so that we can work backwards into exactly how we’re going to deliver it. We need to know where we are going!

We'll create standard operating procedures (SOPs) that will help you deliver consistent results to every client, streamline your work, and eventually allow you to scale.