Selling Products as a
Julie Johnston, 327 Creative
Every client is unique. Every price is unique. Every
project is unique.
Every sale is a personal, one-on-one transaction.
There’s a process, but it can be inconsistent and
Margins on services can vary depending on the
project, so income is hard to measure consistently.
A mix of service and
CONVERT EXISTING SERVICES TO PRODUCTS
Efﬁciency: Ideally, you already have a process or
infrastructure in place.
Familiarity: These products are closest to the
things you’re already selling.
Proﬁtability: Existing clients become qualiﬁed
leads for new offerings.
What to sell
Something you’re passionate about
Something that makes you unique or sets you
Something you can easily outsource or automate
Something you’re already doing
Designers and Developers: web hosting, e-mail
marketing, social networking, search-engine
optimization, advertising campaign management,
Photographers: retouching, wall displays and
space planning, mounting and framing
Copywriters: style guides, canned e-mail
Install on your own
Use lab of your choice
Set up packages,
private galleries, etc.
One-time fee (no
Audio, video, photo,
Must pass portfolio
review to sell
Earn more on exclusive
PSDs or coded
versions of Web site
Earn more for exclusive
For print designers
customer to modify
Specs provided so
You can offer
templates, or let
customer go to town
CM handles billing, you
Low start-up costs
Quick to create, quick to market
No inventory to worry about
Delivery can be automated
No “shipping and handling”
online training and education
Designers and Developers: “Photoshop Basics”
eBook, CMS training videos, frameworks and
Photographers: Actions and presets, marketing
Copywriters: Travel guides, grammar podcats
REMEMBER: In the world of products, your
competition can be your customer.
Not into info?
Always wanted to start a clothing line? Get your
Friends ask about that cool poster you designed
for your ofﬁce? Sell them one.
Love to craft? Craft in bulk.
You get the idea.
Publish both digital
and print versions on
Can also publish digital
media (CDs, DVDs)
cart into existing sites
Flat monthly fee (no
Upload, set price, done
Earn commission on
Premium accounts for
(starts at $7.99 a month)
Insertion fees similar to
and active community
Insane number of
You set mark-up
Hooks the buyer and primes the pump
Make sure you can “afford” it
Simpler product, faster to produce, quicker to
market - buy time for other product development
Upsell with paid products - tiered approach
Top tier is “ideal” customer - the whole enchilada
Auctions won’t allow you to sell a “premium”
product at a “premium” price
Beware of “hidden” costs - COGS, time,
marketing, shipping - that can eat at proﬁts.
If a product costs too much to make to price
competitively, it’s not a good product to sell.
If you need raw materials, get a sales tax license
and buy wholesale (and bulk).
Consider the entire product cycle - if you sell a
small product and a large product, you need
shipping materials for both. Labels, packaging,
Is it cheaper to pay someone else to produce it
than to do it yourself? If it is, let them.
Don’t price too low simply to be the cheapest -
you’re sending a message about quality.
Be consistent - do speed metal MP3s and bible
study outlines belong in the same storefront?
What message do out-of-stocks and sporadic
Target high-value product - unique, exclusive,
luxury, not something you can get anywhere.
Cover a range of price points - there’s something
for everyone. Also a marketing tactic - even if your
price points are higher than you can afford,
someone will feel like they “saved” if they don’t
end up buying the most expensive item.
Price for quantity
Competitions suck - don’t work on spec
Remember your brand
Building it doesn’t mean they’ll come