How Selling Strategy Helped Emily Gertenbach Work 10% Less While Earning More

Emily Gertenbach, owner of e.g. creative content, specializes in creating content and stress-free SEO strategies for corporate B2B clients.

In 2023, Emily’s business was in a good place, so she decided not to rejoin the BS-Free Service Business Mastermind. But after some time on her own, she realized how much she valued being part of a community.

Emily explains, “I missed being able to ask Maggie questions because I was still implementing some of the things we had worked on during the mastermind in 2023. I was very excited to hear about the Staying Solo Squad because I wanted to keep building community with other solo business owners and get some support from someone I knew was an expert in running a solo business.”

Work Less, Earn More: The Power of Selling Strategy

In 2024, Emily set a clear goal: work less while maintaining (or even increasing) her income, and she made it happen.

“I saw a 4% revenue increase, which may not seem huge, but my real win was maintaining my income while cutting my work hours by nearly 10%. Maggie has always emphasized raising prices, and I’ve pushed my rates beyond what I once thought possible—yet clients still say yes. By refining my strategy offer and leveraging The Squad’s resources, I saved time and paid myself 11% more.”

She was able to do this by selling strategy.

For years, Emily blended SEO strategy into her writing services without charging for it. However, once she learned about Sell the Strategy  — a simple, proven method to help you put strategy FIRST in your offers and to help you get paid for your experience and strategic thinking so you can reach your goals. —she realized she had an untapped opportunity.

“At first, I didn’t think I had a strategy to sell. But working with Maggie helped me extract what I was already doing and package it separately. In 2023, strategy made up 5% of my income—by 2024, it grew to 11%.”

Selling Strategy for Stability and Growth

Working fewer hours and increasing revenue was a big win for Emily, but one of the most significant shifts in her business came from diversifying her client base.

“Before 2024, 95% of my income came from execution work, and I was giving away the strategy for free. Most of my revenue came from just two clients, which felt risky, especially with AI changing the content landscape. I knew I needed to shift.”

By packaging and selling strategy as a standalone offer, Emily increased her income and expanded from eight to 13 clients, creating more stability in her business.

“Selling strategy helped me attract a wider range of clients, so I’m no longer dependent on just a few. Now, I have a stronger, more sustainable business.”

Solo, But Not Alone: Confidence Through Community

For Emily, joining The Squad wasn’t just about business but about having a trusted community of solo service business owners. 

“I’ve joined other groups, but none have given me the same sense of support. Whenever I have a question or need feedback, I know exactly where to turn.”

Being surrounded by others on a similar path helped Emily step into her expertise.

“I used to hesitate to call myself an expert, but now I own it. I’ve done more speaking, guest posting, and training because I have a network that encourages and challenges me.”

The weekly accountability check-ins and coworking calls have also been game-changers.

“Having dedicated time to work on my business—and people to keep me accountable—has made a huge difference.”

Her advice for anyone considering The Squad?

“It’s welcoming but also keeps you accountable. The honest, constructive feedback and support from people who truly understand my business have been invaluable.”