Two Words to Guide Your 2025
Rate drops, presidential election, financial instability, crypto rollercoaster rides… 2024 was a heck of a year.
At the time this is being written, we’re approaching the end of the year, and ramping up for a new one.
As business owners, many of you are beginning to take stock of the last 12 months – look critically at what worked and what didn’t, and set targets and rocks for next year. Wise move on your part.
However, there are two words that we feel sum up how you should be approaching scale as a consulting business in 2025.
Product diversification.
The market is evolutionarily tuned to kill and eat “one-trick ponies.” Having a single product offering – one way that you consistently pull money out of your market – may feel good on paper. May even feel like “simplicity in motion.”
But you’re leaving yourself open to fierce competition.
Think of it this way: the fewer ways your business has to make money, the more vulnerable you are to shifts in demand or market pressure. Want to build a consulting business that’s competition-proof and scalable? The answer lies in diversifying your product offerings.
Diversification doesn’t just mean throwing random products into the mix. It’s about strategically creating multiple streams of value that serve your audience at different levels of engagement. Let’s dive into the three layers of product every consultant has at their disposal: Information, Customization, and Proximity.
1. Information – Teach Me Something
At its simplest, information-based products focus on delivering valuable insights.
Think e-books, courses, webinars, or newsletters—resources that provide broad yet impactful knowledge to your audience. Information products are perfect for the top of your sales funnel, attracting prospects who are just starting to explore their challenges.
For example, a course on “How to Structure Winning Client Proposals” could appeal to consultants new to the game. We call this up-stream marketing.
It’s scalable and cost-effective, allowing you to reach hundreds or even thousands without much incremental effort.
The potential downside here is that it only works as a volume play. Information is cheap – on it’s own, it doesn’t command a premium price. However, plenty of businesses (including ours) use information-based products as a means of offsetting, or even completely erasing, their overall marketing costs. This makes them a powerful tool for scale.
Want to dig deeper into building products like these? Check out 3 Ways to Build Product for Your Audience.
2. Customization – Teach Me Something Specific
Customization takes your expertise to the next level by tailoring information to the unique needs of each client.
This includes one-on-one coaching, personalized strategy plans, or private workshops. Here, the value lies in the specificity and personal attention, which commands a higher price.
This is where your mid and high ticket products or programs come into play.
There’s a lot of nuance here – but once you reach a certain level of revenue, you can begin splitting your customization products out into tiers, allowing you to serve (and monetize) multiple segments of your market simultaneously.
A good rule of thumb? Introduce customization when your clients are ready to move beyond general principles and into implementation.
For instance, instead of selling a generic marketing framework, offer a “done-with-you” service that builds a strategy tailored to their business goals. Customization products shine when your clients are ready to take action but still need guidance.
3. Proximity – Teach Me Something Specific, Then Watch Me Do it
Proximity products give clients direct access to you or your team.
Think masterminds, exclusive retreats, or even fractional advisory roles. These are your premium offerings, often reserved for clients looking for hands-on, high-touch involvement. The value of proximity? Accountability and access.
For example, an elite mastermind that pairs business leaders with a curated network of peers could elevate your brand’s reputation while delivering unmatched value.
When it’s done right, proximity becomes a magnet for high-value clients looking for expertise and connection. Learn more about how to turn audience attention into scalable revenue with 4 Ways to Turn Market Attention Into Money in the Bank.
Why These Layers WORK Together
By layering these products, you ensure there’s always a way for clients to engage with your business—whether they’re just starting out or are seasoned pros seeking elite-level advice.
Each tier acts as a stepping stone, guiding clients deeper into your ecosystem while reducing your concentration risk. This approach doesn’t just future-proof your business; it multiplies your growth potential.
🎉 Join Us for the Re-Launch Party!
Join us on Wednesday, December 18, for the re-launch of Taylor Welch’s book The Wealthy Consultant. Registration is free, and we’re giving away hours of exclusive bonuses to attendees. Click the button below to sign up and start scaling with confidence!
