If you run a service-based business, you need to think carefully about how you structure your services. Your approach is critical to building a sustainable and scalable service-based business marketing strategy.

There are three core models for service delivery in service-based business marketing:

• Done For You services
• Done With You services
• You Do, I Coach services

Each of these models has its advantages and challenges. You might incorporate a mix of two or even all three, but it’s important to focus on the model that best aligns with your business goals.

Why Service-Based Business Marketing Needs a Clear Structure

One of the most common mistakes in service-based business marketing is failing to differentiate between these models. Another is undervaluing time-intensive services, which can make it impossible to scale profitably.

At Identify, we’ve worked across all three types of services over the past eight years, and we’ve refined our focus to the models that work best for us and our clients. Here’s a breakdown of each approach, so you can decide which is best for your service-based business marketing strategy.

1. The “Done For You” Model

The “Done For You” model involves delivering a fully completed service to your client. Examples include haircuts, website builds, or social media management.

While this is a traditional model for service-based business marketing, it’s often the most price-sensitive. A frequent mistake is pricing too low, especially when you’re starting out, and not accounting for all the business costs involved.

When I started Identify, I undervalued my time and set my prices far too low. I only considered my hourly rate and didn’t factor in overheads, staff wages, or business growth. This quickly became unsustainable.

For sustainable growth, “Done For You” services need pricing that reflects not just your time but also all the non-revenue-generating tasks your business requires, such as admin, sales, and operations.

If scaling is your goal, your service-based business marketing strategy should include a plan to bring in additional team members and ensure they’re generating enough revenue to support the business. However, staying small and offering niche services is also a valid and sustainable approach if that fits your goals.

2. The “Done With You” Model

The “Done With You” model combines consulting, coaching, or training with hands-on service delivery. This approach is often more premium in service-based business marketing because it equips clients to do the work themselves after working with you.

For this model to succeed, it’s crucial to price it higher than your “Done For You” services—typically three to four times the rate. This reflects the long-term value clients receive from learning to manage tasks independently.

In my business, the “Done With You” model is the foundation of our one-to-one work. For example, we create marketing strategies in collaboration with our clients over six sessions. I lead the process, but the client is actively involved, ensuring the outcome aligns perfectly with their goals.

Scaling this model requires a focus on outsourcing operational tasks so you can spend more time with clients. Building a strong personal brand and trust with your audience through consistent marketing is also essential for growth in this service-based business marketing model.

3. The “You Do, I Coach” Model

This model places you in the role of a coach or mentor, supporting clients as they take full ownership of their work. It’s often the highest-value option in a service-based business marketing strategy, appealing to clients who want guidance and accountability without handing over the reins.

In the “You Do, I Coach” model, the responsibility for outcomes rests with the client. Your role is to provide expertise, share knowledge, and support their journey.

This model is highly scalable, as it typically requires less face-to-face time. It also offers flexibility, as you can work with larger groups or individual clients at a premium rate. However, success depends on selecting clients who are ready to take responsibility for their progress.

Choosing the Right Model for Your Service-Based Business Marketing

The key to successful service-based business marketing is aligning your structure with your skills, goals, and the needs of your audience. Pricing should reflect the value and effort involved in each model, and your marketing should clearly communicate the benefits of your approach.

Many businesses, including ours, find success by offering a mix of these models. However, it’s important that all your services target the same audience and work toward similar goals. This consistency makes it easier to create sustainable marketing strategies that drive growth.

If you’re looking to develop a clear and effective service-based business marketing strategy, our Marketing Strategy and Training Workshop can help you build a structure that works for your business and your goals.