Last week I spoke with a founder who knows his craft cold.

But every time he explained it, prospects nodded and drifted.

We didn’t change his offer.

We changed how he bottled it, so people could feel the value in two minutes, not two meetings.

The question was the same one I hear from a lot of B2B service providers:

“How do I package what I know so prospects feel it and want to talk, without me pitching?”

Here’s the play we mapped out. Use it as your blueprint:

Step 1: Bottle the expertise (clarify the outcome, then make it visible)

If your profile and site read like a résumé, prospects won’t connect the dots. We rewrote his positioning to make the result unmistakable and portable:

• Audience: who it’s for (e.g., mid-market teams who want practical AI skills)

• Outcome: the transformation in plain English (e.g., “ship AI-assisted work in 30 days”)

• Vehicle: how you deliver (e.g., a 4-week, live, hands-on program or a 30-minute team workshop)

Why this matters:

When someone clicks from your message to your profile, they need to instantly see the promise you can keep. Your value offer works best when it points to a clear, credible next step.

Mini-checklist to bottle yours

• Write a one-sentence promise: We help [ICP] achieve [result] in [timeframe] without [common headache].

• Pull 2–3 proof points (client outcomes, timelines, or volume).

• Add a “what to expect” block (format, cadence, deliverables).

• Mirror this on LinkedIn and your homepage so your outreach has a landing place.

Step 2: Build a value offer that proves it (free workshop or 2-minute video)

We designed two lightweight offers he can send on the first touch - no pitch, just help.

Option A: 30-minute “AI Quick Wins” workshop

• Audience: directors and senior ICs who lead day-to-day work.

• Promise: “Three simple workflows your team can deploy next week.”

• Format: live Zoom, demo + Q&A, one takeaway worksheet.

• Follow-up: send the worksheet, invite to a 4-week program.

Option B: 2-minute personalized video

• Input: their site and LinkedIn.

• Deliverable: a Loom walking through 2–3 practical automations relevant to their function.

• Follow-up: “Want me to build a one-pager for your team’s use case?”

Both versions are a slice of your full service. They create an “aha” moment and make the next step obvious.

Permission-first opener you can copy

Short. Useful. Easy to say yes to.

Step 3: Target like a pro and keep the lift low

A clever offer falls flat if it lands with the wrong people. For this founder, we narrowed to a 200-mile radius and prioritized active prospects (recent job changes, recent posts, group memberships).

Fewer messages, higher intent.

Weekly cadence

• 50–75 permission-first messages to active prospects.

• Send the workshop invite or 2-minute video only after a “yes.”

• Add every “yes” to your newsletter or update list so you’re nurturing even when timing isn’t right today.

• Use light, value-based follow-ups (send a worksheet, a short checklist, or a one-page recap rather than “just checking in”).

What this looks like in the wild

• A regional operations director says yes to the workshop → brings three teammates → two book an implementation consult.

• A senior marketer accepts the 2-minute video → replies with, “Can you make this for our team?” → becomes a paid 4-week cohort.

• Five others aren’t ready yet → they’re now on your update list and reply to a later case study.

Why this approach works…

People don’t want to be sold to.
They do want to be helped.

When your first touch is a concrete slice of your service, you’re not asking them to “take a chance.”

You’re letting them experience your judgment, your taste, and your process.

That flips the call from a sales call to a consulting conversation, and prospects show up with gratitude, not guardrails.

Want me to send a value offer idea tailored to your ICP and what an example message would sound like?

Just reply to this email and I’ll send it over.

Rooting for you,
Tom

Whenever you're ready... here are 3 ways we can help you grow your biz:

1 | Book an Outreach Strategy Call - CLICK HERE

We'll come up with a solid outreach strategy and how to effectively deliver your offer to your target prospects via LinkedIn or cold email.

We might work together. We might not. In either case you'll walk away armed with new ideas to grow your business.

2 | Get Your Custom LinkedIn Profile Upgrade - CLICK HERE

Drive the right profile visitors, turn them into leads, and get a customized lead list + scripts to start doing outreach for your specific offer (Done-For-You Service).

3 | Work With Us

Start generating leads and selling your services with one of our outreach programs:

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