How creating a digital product helps win business, digital products, professional writer

Creating a Digital Product for a Service-based Business

If you have a service-based business, you might think you’re limited to selling your service rather than a product. Of course, it depends on what your service is – we probably wouldn’t want a health professional productising their service. But did you know, you can boost your profits and raise your profile by creating a digital product that caters to clients you would otherwise lose?

A digital product can complement, rather than replace, your service.

For example: Let’s say you’re a graphic designer. Your ideal clients are medium-sized businesses with healthy a marketing budget, yet you’re often approached by individuals who want you to do smaller jobs, such as designing wedding invitations for them. While their projects aren’t the type of business you’re chasing, you sometimes feel like saying no to these potential clients is a missed opportunity. Then you come up with a great idea.

Through producing a series of customisable and downloadable templates for customers to DIY their wedding invitations, you create the product once and sell it many times. Ka-ching!

How creating a digital product helped us diversify our offering

Here at The Professional Writer, we’ve been writing all types of content and documents for our valued clients for over 20 years. We were providing a service-only business until recently.

Around 2017, due to popular demand, we started writing capability statements for tradies. A capability statement is precisely what the title says: A document outlining your company’s capabilities. It’s similar to a company profile but usually includes more specific information about your recent experience and completed projects. Capability statements are often used by tradies to secure work with Tier 1 or Tier 2 construction companies.

Most of the capability statements we write are multi-page documents, ranging from 2 to 22 pages. The process includes research, a comprehensive interview with the business owner to learn about their business, and writing the document in a way that helps the client win more business, which sometimes requires several drafts.

We were receiving enquiries from potential clients who just wanted a single-page document and they needed it in a hurry – often on a limited budget. We do write single-page documents, but the work involved is very similar to the amount of work to write a multi-page document, so the price is comparatively high. Also, we currently have a 2-3 week waiting list to start new projects, so these clients were going elsewhere. How could we assist these clients in a profitable way?

That’s when we created a DIY capability statement kit – one which contained samples, complete instructions, and a template, so most people would be able to create their own capability statement in a short time.

Will the idea fly?

As a member of the TradieWives Facebook group, we posted about the idea and received overwhelmingly positive feedback from fellow group members. So we went ahead and created the kit.

Once completed, we asked for volunteers to “test drive” the kit in return for honest feedback and a testimonial. We sent the kit out to 10 people, with 6 of them returning feedback and a testimonial. Based on the feedback, a few minor tweaks were made and the kit was ready to be released to the market.

Most digital marketers will tell you that you need a mailing list to sell a product. While this is essentially true, if you don’t already have a mailing list, there’s no time like the present to get one started!

Selling the capability statement kit

We wrote a landing page/sales page which went onto a single page website for the kit. Next, we set up an account with Stripe, an app that collects online payments, then set up the kit, including the samples, instructions, template, and an invoice for same, to be easily downloadable via our CRM. We were ready to roll.

Again, most digital marketers say you must “launch” your product, with a pre-sale campaign that builds anticipation, etc. etc. Yes, we know this is true, but without a mailing list, it is impossible to do this. So, we once again used the Facebook group to promote the kit, with remarkable results.

Since the recent “soft launch” of the kit, we’ve sold dozens @ $97 + GST each. Sales of the kits occur overnight, on the weekend, and even while we were on holiday! We receive a notification that another kit has been sold and our payment is on its way to the bank account.

While our digital product doesn’t replace our service, it’s an alternative to clients having the document written for them. Facilitating the buyer to DIY allows them to prepare the document quickly and simply at a fraction of the cost, while we still get paid, so we all win.

Want to see what the capability statement kit is all about? Click on this link to see it for yourself.

What’s great about a digital product?

  • You can capitalise on your knowledge and expertise
  • They provide a “passive” income – some work is required
  • They’re low maintenance
  • You don’t have to hold stock
  • You can deliver value that isn’t directly tied to selling your time
  • Digital products help diversify your income streams, raise your profile and bring in a wider range of customers

What type of digital product can you create?

Digital products to consider:

  • Write an eBook
  • Set up an online course to teach the basics
  • Tutorials and guides
  • DIY product
  • Downloadable document templates – email sequences, client letters
  • Shortcuts/How to guides
  • Webinar series
  • Video instructions

How to get started with creating a digital product

OK, so you’ve got a great idea for a digital product. But will it sell? Is it something people really want to buy? How do you find out?

  • Identify a problem your target audience has
  • Brainstorm ways to solve their pain point – think outside the box
  • Think of the best way/s to charge money for solving their problem
  • Shortlist your ideas
  • Interview current customers and/or potential buyers to validate your product idea – ask open-ended questions to gain as much information as possible about the way they want the information presented and the price they’d be willing to pay
  • Create a quality product based on the feedback you receive
  • Ensure your product delivers good value to the consumer
  • Have a great sales page that answers the prospect’s questions and converts to sales

Got a great idea for creating a digital product?

If you have a great idea and you’re thinking of creating a digital product, but you need help putting it together and writing the content or your landing page, we can help.

If you found these tips helpful, please like and/or share them with your business associates or LinkedIn connections.

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, business award nominations, capability statements, company profiles, team bios, blog post packages, and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  


Australian capabilty statements, how to write a capability statement, professional writer

Australian Capability Statements – Grow Your Business

When it comes to Australian capability statements, many business owners are surprised to learn how these documents can help to land a raft of new and bigger clients. A professionally written capability statement (basically a company profile on steroids!), can be just the “foot in the door” you need to secure more business and increase your revenue.

While many clients come to me to get their Australian capability statements written, most are initially unsure exactly what needs to be included.

I work with electricians, plumbers, builders, transport companies, building inspection companies and many other business owners across Australia, who have been told they need a capability statement by their potential clients. Australian government agencies, large corporations and major contractors are increasingly requesting a capability statement to be submitted before they will consider working with your business.

Following are answers to the most frequently asked questions about capability statements …

What is a capability statement?

Quite simply, a capability statement is a document outlining information about your company, its strengths and your track record.

What makes Australian capability statements different from other countries?

In the USA, capability statements seem to generally consist of only one page and contain basic, factual information. They are often used by large organisations to ‘compare apples with apples’ when it comes to potential contractors or sub-contractors, so the single page layout is ideal for this purpose.

However, in Australia, most organisations require more detailed information so they can assess your company’s suitability for a project or contract. Depending on your business’ history and the requirements of your prospective clients, Australian capability statements generally range from 2-4 pages up to 24 pages or more, and everything in between. The vast majority are around 3-6 pages long.

What should I include in my capability statement?

While the exact topics and content is different with every single capability statement and the variations are endless, the basic contents remain the same. They are:

  • Business overview
  • Mission/vision/values
  • Services you provide
  • Core competencies
  • Contact details

Of course, a more comprehensive document will contain greater detail, including numerous case studies which clearly demonstrate your organisation’s ability to solve a particular problem and produce positive outcomes for your clients.

If building long term relationships with your clients is important, you may also wish to include a profile and photo of each key team member to initiate the “know, like and trust” factor.

It’s also a great idea to include your USP/UVP – unique selling proposition or unique value proposition. This is the one thing which truly sets you apart from your competitors.

How do you know what to include and what to leave out?

When a prospective client asks me to quote on writing their capability statement, I ask them, “What do you prospective clients need to know before they will do business with you?”. Think about your ideal client and those you’re aiming to attract.

Why can’t I just copy and paste another company’s capability statement?

Firstly, all written materials are copyright in Australia, so copying another company’s capability statement would not be a good idea, unless you’re happy to pay a hefty fine and/or potential court costs.

Secondly, imagine your embarrassment if you bid for the same job as the company you copied from … and the prospective client found out you’d copied your statement. Do you think you’d get the work?

It’s important to tailor the contents of your document to your audience. Remember, you must supply all the information your prospective clients require to make an informed decision about whether to engage your services… and this information varies between businesses. Depending on the size of the contracts you’re vying for, you may consider customising your capability statement for certain prospective clients.

Who should write your capability statement?

Savvy business owners engage a professional writer, such as myself, to write their capability statement. I often have clients remark that they lack the level of writing skill or expertise required to make a great first impression. My reply is usually something about my lack of electrical, engineering or building skills, so you wouldn’t want me doing any work in those trades! It’s awesome when we know what we’re good at – and we stick to it.

However, if you do have sound writing skills and/or your budget is limited, you can certainly compile a capability statement yourself. This task is much easier when you have a clear strategy, know what information you need to include and the structure of your document.

All this information is available in my capability statement kit. In this value-packed guide, you get all the information you need, plus some professional tips and tricks to help make your capability statement shine.

The capability statement kit is ideal for start-ups, budget-conscious business owners and those who are confident in their writing ability. Check out all the information here.

Are you a tradesperson? We’ve written a blog post with specific tips for tradies here.


Lyndall Guinery-Smith, owner of The Professional WriterHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  


Capability statement tips for Australian tradies, how to write a capability statement Australia

Capability Statement tips for tradies

The majority of capability statements I write are for Australian tradespeople. You’re great at what you do, but most of you don’t proactively market yourselves. Then the work dries up, panic often sets in and the search for the next job becomes urgent. That’s where having a capability statement ready to send out is vital.

This article outlines some basic capability statement tips to get you started with preparing your document.

What is a capability statement?

Think of a capability statement as a resume for your business. It’s a summary of your skills, expertise, services and your past performance – in short, your capabilities.

The purpose of a capability statement is to introduce your business to prospective partners or clients. It outlines why your business is suitable to work with them.

What are capability statements used for?

Often Tier 1 or Tier 2 builders will ask for your capability statement before they’ll consider working with you. Government organisations also require a capability statement, often as part of a tender document. When establishing relationships with potential Joint Venture partners, a capability statement can also be beneficial.

Capability Statement tips to get you started

Every capability statement is different. While it may be tempting to copy and paste from another company’s document, it’s really not advisable. It would undermine your credibility if a prospect discovered you had copied your document or imagine if you were to come up against the company you copied from on a tender or job bid? It would not look good for you!

Get started on creating your own unique capability statement by first giving some thought to the following questions:

  • Who is your intended audience?
  • What do you want to achieve?
  • Think about prospective clients – what information do they need to know to make an informed decision?
  • Which factors which determine their choice of tradesperson?
  • What topics do you need to cover?

Decide who you’re targeting and the outcome you want to achieve, then you can start to think about the contents of your document.

The essential elements are:

  • Your business name and logo
  • Address
  • Phone number
  • Email address
  • ABN and ACN
  • License numbers
  • An introduction or overview of your business
  • List of your core competencies
  • Track record of performance
  • Your differentiators or Unique Selling Points
  • Your trade/educational qualifications

Additional contents can include, but are not limited to:

  • Geographical area you cover
  • Equipment you use
  • Techniques you use
  • Number of employees/vehicles on the road
  • WHS/risk management measures – policies and procedures, insurances, safety processes
  • Professional associations you are a member of
  • Bio/profile of your key team members
  • Major client list
  • Case studies of past projects
  • Testimonials from past clients
  • Charts/graphs/pictures/infographics where relevant

How long should a capability statement be?

The length of your document depends on your industry requirements and how much information you wish to convey. Some people prefer to keep it simple, while others like to include a full picture of the capabilities of their business.

In Australia, most tradespeople have a multi-page capability statement. The actual length will depend entirely on the topics you wish to cover and the depth of each.

A single-page summary can be helpful to include in tender documents or RFPs.

Important final tips for your capability statement

Before you send your document out to prospective clients, ask someone else read through it. Check for any spelling, grammatical errors or typographical errors. Is the information clearly structured and easy to read? Does the document “sell” your business to the reader?

If you’re creating a capability statement in Word, be sure to convert it to a PDF before sending it. This ensures the content stays the way you intend, plus it looks much more professional.

Need more help?

We trust the above capability statement tips will help you write a document which helps promote your business and secure future jobs.

As professional writers with over 20 years’ experience, we’ve successfully written many hundreds of documents which help my clients win more business. We partner with Australian small business owners – including lots of tradies – to create quality marketing materials, especially capability statements.

If you’d like to chat about how we can help your company put its best foot forward with an outstanding capability statement, please get in touch.


Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Write a winning capability statement, capability statement writer, professional writer

How to write a winning Capability Statement

Winning new business can be tough… but with the right tools, such as a professional Capability Statement, you can get your foot in the door, followed by that all-important handshake.

In this article, we’ve answered the most frequently asked questions surrounding Capability Statements.

What is a Capability Statement?

A Capability Statement is a document which defines the capabilities, achievements and skills of your business. It is a clear and concise representation of what you offer to potential clients, what sets you apart from your competitors and your track record of accomplishments.

Capability statements are often used by tradespeople to establish relationships with Tier 1 or Tier 2 builders. They are also regularly used to gain work in the government sector.

This document is about opening doors and building relationships with your potential clients and strategic partners. It’s important to tailor the content with your specific target audience in mind.

How long should your Capability Statement be?

What will you use the Capability Statement for? Is your intention to incorporate it into a tender document? If so, many companies who call for tenders prefer a single page statement so they can quickly and easily compare the capabilities of the different organisations who tender. A single page statement is a brief overview and does not allow you to elaborate on your ability to deliver outcomes in any way.

If you’re just after a single page document, why not use our Capability Statement Kit? We’ve designed this product to contain everything you need to produce a quality single page capability statement. This handy kit includes: A comprehensive 16-page instruction booklet, an easy-to-use, editable template in Word and a handy final checklist. At just $97 +GST, it’s an absolute bargain.

We find the majority of clients seeking a professional Capability Statement writer require a comprehensive document with more detail than what can be provided in a single page.

What specific information should your document contain?

It’s important to note that every Capability Statement is different. The document needs to be tailored to your specific business and the audience you’re targeting.

Most documents of this type have some standard and some variable inclusions. The key ingredients must cover your capabilities, what sets you apart from your competitors (your Unique Selling Proposition or USP) and your proven track record of performance. However, the specific topics you include will depend on your business, your capabilities and

Consider your target audience before deciding which information to include. Think about … Who are you targeting? What outcomes can you deliver for them? How can you demonstrate your ability to achieve those specific outcomes?

Once you have a clear picture of your prospective clients or partners and what they’re looking for, you can start to go through the list of potential contents below:

  • Cover page, including ABN, ACN and full contact details
  • Business overview/introduction
  • About Us – Mission, vision, values
  • Differentiators or USP
  • Service you provide
  • Core competencies
  • Experience
  • Major client list
  • Organisational chart
  • Meet the team
  • Equipment
  • Area of operation
  • WHS
  • Environmental management policy
  • Quality assurance
  • Insurance
  • Professional associations
  • Awards and recognition
  • Community involvement
  • Client testimonials
  • Customer service philosophy
  • Call to action
  • Any other information your clients will need to make an informed decision to do business with you

Getting started

  1. Draft an outline
  2. Write down who your target audience is and list the outcomes you deliver for them
  3. Make a list of contents tailored to your target audience – select from the above list
  4. Consider the best way to demonstrate your business’ capability
  5. Make notes on each of your capabilities
  6. Draft each section
  7. Format the document to present professionally
  8. Re-read, spell check, grammar check, edit and polish
  9. Ask a third party to proof-read the document
  10. Publish, PDF and send the document to your prospective clients

Want to know more?

We hope the above tips provided you with some guidelines for writing a document which helps win more business. The Professional Writer partners with small business owners to create quality, business winning capability statements. We can help your company put its best foot forward with an outstanding capability statement. Let’s chat – book a complimentary 10-15 minute chat about your requirements.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  



Want to know more about capability statements? Check out:

How to write a capability statement for an Australian business

Capability statement tips for Australian tradies

If you’re looking to DIY a single page document in a hurry, take a look at our handy Capability Statement Kit.