🪄 Market the Process: Turn your experience into valuable insights

Pssst...Nick and I reconfigured the Full Stack Solo programming to reduce the time delay to a successful outcome. Also, we overhauled the checkout experience to offer more flexible payment options. Check out the changes we made (and scroll to PS to learn more about why).

Hey Reader,

Last week, we dove deep into marketing the problem.

If you missed it, here's a quick recap:

Instead of obsessing over content pillars (which can feel restrictive and lead to surface-level, forgettable content), Nick and I believe the most resonant content comes from marketing the:

Problem (articulating your buyers' struggles better than they can) Process (sharing your messy, real experiences and frameworks)
Proof (validating your insights with tangible results)

We're calling this the MP3 framework.

Today, we're zooming in on the second P: Marketing the Process.

This is where you share your methodology, frameworks, and approaches around how you’re exploring the problem.

We're talking about going way beyond "winning in public" (which is what most people who "build in public" actually do).

The messy ups, downs, wins, failures, unfinished thought processes, unexpected roadblocks, thought evolutions, and everything in between is how you connect with others and slingshot credibility.

I'm writing a 5-part series on this topic. Here's where we're at:

🪄 The MP3 Framework: Why content pillars are holding you back
🪄 Market the Problem: How to articulate your buyers' problems better than they can themselves
🪄 Market the Process: Turn your experience into valuable insights
🪄 Market the Proof: Prove that transformation is possible
🪄 Building your Content Engine: How Problem, Process, and Proof work together

Why process content matters

When we say "process," we're talking about two things:

Your process: The behind-the-scenes of how you work, think, and arrive at your unique insights. The real, raw, human stuff.
Their process: The process you take your clients through. What brought them to you, what it looks like working with you, how they progress throughout, and all that tangible stuff.

This way, you're showing how you work and also what it’s like to work with you.

When you share your process...

You build credibility: People see you’re not just talking theory — you’re doing the work. It sets you apart from “thought leaders” who only share opinions. Or "how-to" content with zero unique insights. Real experience can't be faked.
You differentiate yourself: Nobody else has your exact way of thinking, solving problems, or getting results. Your perspective and methods are your edge. They can’t be copied or commoditized.
You make the intangible tangible: People can see how you arrive at your insights, not just the polished outcome. It helps your audience connect the dots from your expertise to their results — making your value clearer.

When you share their process...

You build trust: Instead of claiming results, you’re showing the real transformation. Seeing a clear before-and-after makes your outcomes real and believable. (More on how to do this next week...)
You help people see themselves in your client’s journey: People buy when they feel like you get them. If they can see their story in your client’s story, they'll believe you can help them, too.
You inspire action: People don’t buy processes — they buy outcomes. If they see what’s possible, they’re more likely to take the leap.

2 ways to market the process

There are a zillion ways to market the process. I like to keep it simple and look at it through these two lenses:

Journey documentation
Frameworks & systems

Let's break each one down.

1. Journey documentation

Trust is built in the process, not just the payoff.

Journey documentation shows what it actually takes — for you and your clients — to get from problem to outcome.

It’s not about oversharing or turning everything into a teaching moment. It’s about showing your thinking, choices, and results so people know exactly what they’re getting if they work with you.

That’s why I document my journey, like this post where I share how I’ve evolved Content Sparring and why I wouldn’t accept some old clients back:

My evolution: What I’ve learned from 19 clients and how Content Sparring 2.0 is more focused and results-driven.

My clients' transformations: Real wins from the right ICP — like a $45k LinkedIn deal or a 100K impression book launch.

It shows the messy middle — what I tested, what didn’t work, and what's better now. And even though my process is evolving, it shows my program foundation works and will now be even stronger.

Other ways to document your journey

Offer evolution: How your service or program has changed and why.
Pricing changes: Why you raised rates, adjusted your model, or changed terms — and what you learned.
Firsts and milestones: Your first client, first group program, or first $10k month — and how you got there.
Lessons from losses: Failed launches, bad fits, or services you retired — and why.
Behind-the-scenes of a decision: Explain why you stopped offering a service or pivoted your ICP.
Pivots & experiments: What happened when you tested something new — like a pricing model or launch style.
Client feedback that changed you: Share a piece of feedback that reshaped your process or offer.
Client experiments: Share what they tried, what worked (or didn’t), and how you helped them course-correct.
Pivots they made with your help: How your coaching led to a change in their offer, positioning, or content strategy.

2. Frameworks & systems

Every expert has unconscious patterns and ways of solving problems that have become second nature.

The magic happens when you consciously capture these patterns and turn them into frameworks others can use. (Oh hello, this email 👀)

Why is this so powerful?

When you break down exactly how you do something, you're proving two crucial things:

Your success is repeatable (it's not a fluke)
You understand it deeply enough to teach it

I give basically everything away. My workflows, checklists, and decision frameworks — all the stuff that moves my clients forward.

For example, here I am giving away what happened inside a coaching call:

Does giving it all away harm your business? Nope. I've found the opposite to be true.

The highest probability of success will always be working directly with you. And if people can find success by following your checklists and decision frameworks? All the better. More proof that what you teach works.

Other ways to document your frameworks and systems

Signature frameworks: Your models or methods for solving problems
Checklists and templates: Tools you use — like your content planning checklist or offer creation template.
Workflows & SOPs: How you run a client call, review content, or onboard new clients.
Decision frameworks: How you evaluate clients, pricing, or which projects to prioritize.
Toolkits & resources: The tools you swear by and how they fit into your process
Training materials: Share course modules, playbooks, or slide decks you’ve built for clients (anonymized or hypothetical need be)
System updates: How your internal processes have changed over time

Make your process your moat

Documenting your process isn't just nice to have — it's your competitive advantage.

Nobody can replicate your experience. Nobody can copy your real-world lessons. Nobody can steal the magic that happens inside your program.

So show it.

It proves you're not just theorizing. You're not just getting lucky. You've got a real system that works. And you're a real human behind it.

Cheers,

Erica

PS. Nick and I updated our Full Stack Solo programming to make it more codified.

Now that we've been running the program for 3 months, we're seeing it takes about a month for people to progress through each of the 3 skills we teach (build your offer, create content to drive traffic to it, learn to close calls with confidence).

So, Full Stack Solo is now a rolling, 120-day program where you pay a one-time fee for 3 months of building + 1 month of additional support.

Once you "graduate" you can opt into ongoing support and continued access to the community and bonus content.

Oh, and we now have flexible payment plans, so it's more accessible :)

Our copy on the site reflects all these changes so go check it out.

PPS. Next week, we'll dive into "Market the Proof," and I'll show you how to prove transformation is possible without feeling overly salesy.

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