Hey Experts! What Business Are You In? (aka What Do You Sell?)

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Whether you’re a consultant, coach, keynote speaker, content creator, course creator, or freelancer, it's important to understand and answer one fundamental question...

"What Business Are You In?"

(aka What Do You Sell)

Okay, actually it's a trick question because many of you are in more than just one business. But are you running those businesses well? It's easy to want to bolt on an additional service or income stream, but are you doing the work required to do that new thing well?

Does this sound like someone you know...

• A consultant or coach who spends more time creating content than prospecting for clients.
• A speaker who spends more time at events than pitching to speak at them.
• A content creator who has never tried to secure any sponsorships for their show.
• A freelancer who has not built a portfolio of paid work (or even free work).

I'm sorry if this struck a nerve!

Many of us are guilty of shiny object syndrome. We want to do all things for all the people. We want to diversify our business. We want to do more of the fun stuff and less of the annoying stuff!

The problem is that building a business requires that we apply enough focus and energy on the right work in the beginning to build a foundation for success in the future.

To thrive in any business, you must understand what you’re truly selling and how that translates to getting paid.

Your ability to articulate the value you provide and package it in a way that aligns with your clients’ needs is the foundation of your income. Let’s break down what each type of business is selling and the steps they need to take to get paid.

Consultant: Selling Strategic Solutions and Expertise

What You Sell: Solutions to complex problems.

Consultants get paid not for their time but for the value of the outcomes they deliver. This means you’re selling strategic expertise packaged as customized recommendations, systems, or action plans. Your clients are buying clarity, efficiency, and a roadmap to achieve results.

How to Get Paid:

1. Identify specific pain points you solve (e.g., reducing costs, scaling operations).
2. Package your expertise into services with defined deliverables, such as audits, reports, or implementation plans.
3. Price your solutions based on the value of the transformation you provide, not the hours you spend working.

Coach: Selling Personal or Professional Growth

What You Sell: Transformation and progress.

As a coach, you’re not selling “sessions” or conversations—you’re selling the opportunity for clients to achieve their goals and improve their lives. What you’re really offering is guidance, accountability, and a framework for success.

How to Get Paid:

1. Clearly define the transformation you help clients achieve (e.g., better leadership skills, weight loss, or career advancement).
2. Offer structured programs or packages that deliver ongoing support and measurable progress.
3. Focus on the outcomes clients will achieve rather than the time spent coaching.

Keynote Speaker: Selling Inspiration and Expertise

What You Sell: A memorable experience that creates lasting impact.

As a keynote speaker, you sell more than just your time on stage—you’re offering an experience that inspires action, sparks innovation, or educates an audience. Event organizers pay you to make their events impactful and memorable.

How to Get Paid:

1. Position yourself as a thought leader with a signature message or perspective.
2. Sell the benefits of your talk, such as energizing teams, solving industry challenges, or reinforcing event themes.
3. Create packages that include pre-event consultation, promotional content, and additional sessions to increase your value.

Content Creator: Selling Attention and Connection

What You Sell: Influence and access to your audience.

Content creators sell engagement and trust. Brands and sponsors don’t pay you for the content itself; they pay for access to the community you’ve built and your ability to influence purchasing decisions.

How to Get Paid:

1. Build a niche audience and consistently provide valuable, relatable content.
2. Offer sponsored posts, product placements, or partnerships that align with your audience’s interests.
3. Monetize your content through ads, affiliate marketing, or exclusive memberships.

Course Creator: Selling Knowledge and Results

What You Sell: A system that helps people achieve their goals.

As a course creator, you’re selling a structured path to learning that helps your students solve a problem or gain a skill. The value isn’t in the videos or modules—it’s in the results your students achieve by following your system.

How to Get Paid:

1. Focus on a specific problem you solve or skill you teach, ensuring it resonates with a clear audience.
2. Develop courses with tangible outcomes, such as certifications, career advancements, or personal growth.
3. Sell through targeted marketing funnels, offering free value (e.g., webinars) to build trust before selling the course.

Freelancer: Selling Specialized Expertise

What You Sell: Project-based solutions and results.

Freelancers sell their skills and the ability to complete projects efficiently. Clients hire freelancers to solve problems or fill gaps in expertise, not just to “do tasks.”

How to Get Paid:

1. Define the specific deliverables you provide (e.g., a website, a marketing campaign).
2. Price your services based on the value and complexity of the work, not just the hours spent.
3. Build trust by showcasing past projects, client testimonials, and a streamlined process.

Selling Is About Value, Not Deliverables

No matter your title, your business hinges on selling results, transformations, and solutions that your audience values. Understanding what you’re truly selling—and packaging it effectively—is the key to building a profitable business.

So, what do you sell? It’s not your time, your products, or even your expertise. It’s the outcome your clients achieve and the value they receive. By focusing on this, you can position yourself for success, build trust with your audience, and grow your business.

??Thanks for reading! Do you have any questions you'd like answered? Email me at [email protected] and let me know!

Talk soon,

Brandon Birkmeyer

Personal Branding Coach, Bestselling author of Front & Center Leadership

Say hi on Instagram or LinkedIn

When you're ready, here's how I can help:

• LinkedIn Jumpstart Guide : Learn how to be more professionally active on LinkedIn in an engaging way without wasting a ton of time and energy.
• The Personal Branding Workbook : Learn how to create content online, build a professional network, and add value with your work.
• Get Your Free Personal Brand Scorecard : A 2-minute quiz and Scorecard with tips on improving your personal brand today.