Hey there,

Let me tell you about the dumbest thing I did in 2022.

I spent six months building a course. Recorded 40 videos. Wrote workbooks. Built out a whole member area. Spent probably 200 hours on it.

Launched it to my list of about 3,000 people.

Guess how many bought?

Twelve.

Twelve people. $5,940 in revenue. Which means I made about $30/hour for my time if you do the math.

I could’ve made more money working at Starbucks.

But here’s the really stupid part: I did it again in 2023. Different topic. Same result. Different flavor of failure.

Finally, in 2024, I figured out what I was doing wrong.

And once I fixed it, everything changed. I made $340K that year selling almost the exact same knowledge I’d been trying to sell before.

The difference? I stopped trying to sell courses.

I started selling outcomes.

Today, I’m going to show you the exact shift that took me from $30/hour course creator to multiple six-figures. More importantly, I’m going to show you how to make this shift in your business this weekend.

Because if you’re selling your knowledge, your expertise, or your time, you’re probably making the same mistake I was. And it’s costing you about $847 every single day in revenue you should be capturing.

Let me show you what I mean.

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THE PROBLEM WITH SELLING KNOWLEDGE

Here’s what most experts do.

They package up what they know into a course, a program, a workshop, or some kind of educational product. Then they try to sell it.

Makes sense, right? You know stuff. Other people want to know stuff. You teach them. They pay you.

Except it doesn’t work anymore.

Not because courses are dead. Not because people don’t want to learn. But because the market is absolutely flooded with knowledge.

You can learn anything on YouTube for free. You can find frameworks on Twitter. You can get templates on Reddit. Knowledge is everywhere.

So when you try to sell knowledge, you’re competing with free. And that’s a losing game.

But here’s what people will pay for: results.

Not the information that might lead to results. Not the framework that could work if they implement it. Actual, tangible, specific results.

When you shift from selling knowledge to selling outcomes, everything changes. Your prices go up. Your close rates go up. Your client satisfaction goes up. And most importantly, your revenue goes way, way up.

Let me show you how this works.

THE OUTCOME-BASED POSITIONING SHIFT

Let’s start with positioning.

Most experts position themselves like this: “I teach businesses how to do X.”

Could be: “I teach businesses how to use AI.” Or “I teach coaches how to build sales funnels.” Or “I teach consultants how to get clients on LinkedIn.”

That’s knowledge-based positioning. You’re selling information.

Outcome-based positioning sounds different: “I help businesses do X or achieve Y.”

Same examples, repositioned:

“I help businesses cut operational costs by 20% using AI automation.” “I help coaches build funnels that generate $10K/month in recurring revenue.” “I help consultants land three new clients per month through LinkedIn without paid ads.”

See the difference?

The first version is about the process. The second version is about the result.

People don’t actually want to “learn how to use AI.” They want to cut costs. They want to save time. They want to make more money.

When you position around the outcome instead of the knowledge, you’re selling what people actually want. Not what you think they should want.

Here’s how to make this shift in 30 minutes:

Step 1: Write down how you currently describe what you do. Your elevator pitch. Your website headline. Whatever.

Step 2: Circle the words that describe process or knowledge. Words like “teach,” “show,” “train,” “educate,” “help you understand,” etc.

Step 3: Replace those words with outcome language. “Help you achieve,” “generate,” “increase,” “reduce,” “land,” “build,” “create.”

Step 4: Add a specific, measurable result. Not “I help you make more money.” But “I help you add $50K in revenue” or “I help you land three new clients per month.”

That’s it. You’ve just shifted your positioning from knowledge to outcomes.

THE OFFER RESTRUCTURE

Now let’s talk about your offer.

If you’re selling knowledge, your offer probably looks like this:

“Buy my course for $497. It includes 6 modules, 20 videos, 3 workbooks, and lifetime access.”

That’s a knowledge offer. You’re listing the content. The features. What they get.

An outcome-based offer looks totally different:

“Work with me for 90 days. We’ll implement a system that generates 5-10 qualified leads per week for your business. If we don’t hit that number, you don’t pay.”

Same expertise. Same knowledge. Completely different frame.

The first offer is selling inputs (videos, modules, access). The second offer is selling outputs (leads, results, outcomes).

And here’s the thing: you can charge way more for outputs than inputs.

A $497 course is expensive. A $5,000 engagement that generates 50 leads is cheap.

Same knowledge. Same time investment from you. But the value perception is completely different.

Here’s how to restructure your offer in 60 minutes:

Step 1: Write down your current offer. What do people get? What does it include?

Step 2: Now flip it. Instead of listing what you deliver, describe what they achieve. Not “6 modules on LinkedIn strategy.” But “A LinkedIn presence that generates 3-5 inbound leads per month.”

Step 3: Add a timeframe. Outcomes need deadlines. “In 60 days” or “within 90 days” or “by the end of Q1.”

Step 4: Consider adding a guarantee tied to the outcome. “If you don’t get X result, you don’t pay” or “If you don’t hit Y metric, we’ll work for free until you do.”

You don’t have to guarantee results if you’re not comfortable with it. But you do need to position your offer around the outcome, not the content.

THE DELIVERY MODEL SHIFT

Here’s where most people get stuck.

They think: “If I’m promising outcomes instead of just teaching, doesn’t that mean I have to do all the work for them?”

Not necessarily.

You can still teach. You can still coach. You can still guide. But the way you structure the engagement changes.

Instead of: “Here’s the knowledge. Go implement it. Good luck.”

You do: “Here’s the knowledge. Now we’re going to implement it together. And we’re not done until you get the result.”

That’s the shift. You’re not just transferring information. You’re ensuring implementation.

Here are three delivery models that work:

Model 1: Done-With-You You teach the framework. Then you work alongside them to implement it. You’re on calls together. You’re reviewing their work. You’re troubleshooting in real-time. You don’t do it for them, but you’re there every step of the way until the result is achieved.

Model 2: Accountability + Access You teach the framework. Then you set clear milestones and check-ins. They do the work, but you’re holding them accountable and available to answer questions and review progress. If they’re not hitting milestones, you jump in and course-correct.

Model 3: Hybrid (My Favorite) You teach the framework. They implement the easy parts. You handle the complex or time-consuming parts. For example: you teach them how to create offers and write emails, but you build their automation systems. They do the thinking, you handle the technical execution.

All three models deliver outcomes. None of them require you to do everything yourself.

The key is that you stay engaged until the result is achieved. You’re not handing them a course and disappearing. You’re guiding them to the finish line.

Here’s how to pick your model in 20 minutes:

Step 1: List out the steps your clients need to take to get the outcome you’re promising.

Step 2: Mark which steps are easy for most people and which ones are hard or technical.

Step 3: Decide: are you going to guide them through everything (Done-With-You), hold them accountable (Accountability + Access), or do the hard parts for them (Hybrid)?

Step 4: Build your delivery timeline around that model. How many weeks? How many calls? What’s the structure?

That’s your new delivery model.

THE PRICING OVERHAUL

Now let’s talk about money.

When you sell knowledge, you’re limited by what people will pay for information. That’s usually somewhere between $97 and $997 depending on your niche and positioning.

When you sell outcomes, you can charge based on the value of the result. And that number is usually 5-10x higher.

Here’s how to price an outcome-based offer:

Step 1: Quantify the value of the outcome. If you’re promising to help someone generate 10 new clients, what’s the average value of a client for them? If it’s $5,000, then the outcome is worth $50,000.

Step 2: Price your offer at 10-20% of that value. So in this case, $5,000 to $10,000.

Step 3: Structure payment terms that align with results. Could be 50% upfront, 50% when they hit the milestone. Or monthly payments over the engagement period.

The key is that your price is directly tied to the value of the outcome, not the number of hours you’re putting in or the amount of content you’re delivering.

This is how you go from $497 courses to $5,000 engagements. Same knowledge. Same expertise. Just framed and priced based on results instead of information.

Let me show you another example of how one of my clients implemented this.

2022-2023: I sold a course on AI automation for $497. It was good content. People who bought it and implemented it got great results. But I was making about $6K per launch.

2024: I restructured the exact same knowledge into an outcome-based offer.

New positioning: “I help service businesses cut 15-20 hours per week using AI automation.”

New offer: “90-day implementation program. We build 3-5 custom automations for your business that save at least 15 hours per week. If we don’t hit that number, you get a full refund.”

New price: $6,000.

New delivery model: Hybrid. She teaches them how to identify automation opportunities. They document their processes. She built the automations. We test and refine together.

Result: She closed 57 clients in 2024. $342,000 in revenue. The same knowledge she was trying to sell for $497. Just repositioned, restructured, and repriced around outcomes.

That’s the power of this shift.

THE 72-HOUR IMPLEMENTATION PLAN

Alright. You’ve got the framework. Now let’s implement it.

Here’s what you’re going to do this weekend:

Saturday Morning (2 hours): Positioning Rewrite your elevator pitch, website headline, and social bio using outcome-based language. Add specific, measurable results.

Saturday Afternoon (2 hours): Offer Restructure Take your current offer and flip it. Focus on the outcome, not the content. Add a timeframe. Consider a guarantee.

Sunday Morning (2 hours): Delivery Model Map out your implementation process. Decide which model (Done-With-You, Accountability + Access, or Hybrid) fits best. Build your timeline.

Sunday Afternoon (1 hour): Pricing Calculate the value of your outcome. Price your offer at 10-20% of that value. Structure your payment terms.

Total time: 7 hours.

By Monday morning, you’ll have a completely different business. Same expertise. Same knowledge. But positioned, packaged, and priced to actually sell.

THE TOOLS THAT MAKE THIS WORK

A few tools that’ll help you deliver outcome-based offers:

For managing client engagements and tracking milestones, Go High Level is my go-to. It handles everything in one place (CRM, tasks, communication, automations). Grab it here:

https://www.gohighlevel.com/?fp_ref=dk-capital

For building the automations that deliver outcomes for clients, Make.com is stupid powerful and way more flexible than Zapier. Check it out: https://www.make.com/en/register?pc=dkcapital

For managing all the back-and-forth communication without losing your mind, Superhuman keeps me sane. I can respond faster and stay on top of client needs without my inbox becoming a full-time job. Try it: https://superhuman.com/refer/ce58z052

YOUR NEXT MOVE

Here’s what I want you to do right now:

Step 1: Open a doc. Write down the outcome you help people achieve. Be specific. Use numbers.

Step 2: Write out what a 90-day engagement focused on that outcome would look like. What are the milestones? What’s the structure?

Step 3: Calculate what you’d charge based on the value of that outcome.

That’s it. Just those three things. It’ll take you 30 minutes.

And if you do it, you’ll see exactly how much more valuable your expertise becomes when you frame it around outcomes instead of knowledge.

If you want help making this shift in your business specifically, I’m running a small group intensive where we rebuild your positioning, offer, and pricing around outcomes. It’s not a course. It’s a working session where we do the actual restructuring together.

If you want in, reply to this email with the word OUTCOME and I’ll send you the details.

Stop selling information. Start selling results.

Dan