FOR THE DESIGNER WHO'S GREAT AT THIS... AND TIRED OF DOING ALL OF IT.
What if what you know could make money without you in the room?
You've spent years learning this business. Solving problems. Building systems.
But right now, that knowledge only pays you when you show up.
Expert to Asset helps you change that.
Turn what you know into something people can buy again and again. No extra meeting on your calendar.
SHOW ME HOW ↗
WHAT IF YOUR INCOME DIDN'T ALWAYS NEED YOU?
Imagine making money while you live your actual life.
You're at dinner.
You're at the gym.
You're taking a real day off.
Or you're in Thailand watching a drag show. (Ask me how I know.)
And someone buys something you made from what you already know.
No consultation. No Zoom. No client text at 10 PM.
I built that kind of income in my own business. It changed my options.
Not because the business got magically passive. (It didn't. Trust me.)
Because I finally made things that didn't need me in the room when someone bought them.
That's an asset. Something you create once and sell over and over.
And no, it doesn't have to teach other designers. (Unless you want it to.)
You can sell to homeowners. A kitchen remodel planning guide. A bathroom renovation checklist. A finish selection guide for new construction. A room-by-room decorating guide.
Or you can sell to other businesses. Templates, tools, or systems that designers, builders, or realtors would happily pay for.
Either way, it's built from the skills you already use every day. You just haven't packaged them yet.
That's what I want to help you build.
The business is working.
The way you're working?
Not so much.
“Everything still has to be me.”
Your team helps. But the big decisions still land on you.
Clients want you. Stepping away feels harder than it should.
More money means more of your time.
Another project. Another meeting. Another deliverable.
You're still selling your expertise one person at a time.
You want freedom, not less design.
You might even love your clients. (Most of them.)
You just wonder if what you know could earn another way. It can.
WHAT DESIGNERS SAY ABOUT LEARNING FROM JOHN
“Your courses have been LIFE-CHANGING!”
“I was hoping for tangible help and you have given me that.”
Sarah M. | Design Envy
You don't need another business that needs you all day.
You need an asset.
Not necessarily a big video course.
Not necessarily a PDF.
Not necessarily coaching.
Just the right way to turn what you know into something people will buy.
THAT MIGHT BE:
A READY‑MADE
PRODUCT
A guide, template, calculator, or toolkit that solves one specific problem.
A COURSE OR
WORKSHOP
A focused lesson that helps someone get a real result using what you know.
A COACHING
OFFER
Group or 1:1 help that pays for your knowledge, not your hours.
The right answer depends on what you know, who needs it, and the kind of business you actually want to run.
INTRODUCING
Expert to Asset
Turn what you know into income that sells without you in the room.
It's my step-by-step method for turning years of know-how into one clear offer, with a simple system around it.
I won't tell you everybody needs a course.
I won't tell you to make 40 products.
And I will not tell you to dance on Instagram three times a day. (Nobody needs to see that. Least of all me.)
We'll figure out what makes sense for you, build it well, and give you a real way to sell it.
SPOT → SHAPE → STRUCTURE → SET → SELL
I'M READY TO BUILD MY ASSET ↗
THE EXPERT TO ASSET METHOD
One clear path from what you know to something you can sell.
SPOT
Find the knowledge worth selling.
You already know things people would pay to learn.
We'll find the one idea that's truly yours (not something AI could spit out) and make sure people want it before you build anything.
Outcome: One clear idea people actually want.
SHAPE
Decide what it should become.
Course? Guide? Workshop? Template? Coaching?
We'll pick the right format, price, and buyer, based on what sells and the life you want to live.
Outcome: A clear plan for your offer.
STRUCTURE
Build something worth paying for.
Simple does not mean mediocre.
We'll decide what goes in, cut what doesn't, and use AI to save time without letting it replace your expertise.
Outcome: A finished (or nearly finished) product.
SET
Set up the system around it.
Pick the tech that fits. Skip the rest.
We'll map your page, checkout, delivery, and emails using the simplest setup for your business. No stitching together six apps because Instagram said so.
Outcome: A smooth path from purchase to delivery.
SELL
Market it without making it a full-time job.
People can't buy what they don't understand.
We'll write your sales page, emails, and posts so they speak to where each buyer is. Then we'll build a simple routine you can repeat.
Outcome: A sales system you can actually keep up with.
YOUR KNOWLEDGE HAS VALUE •
YOUR EXPERTISE CAN BECOME AN ASSET •
BUILD IT ONCE •
SELL IT MORE THAN ONCE •
CREATE MORE OPTIONS •
HOW WOULD THIS FEEL?
What changes when your expertise isn't stuck on your calendar?
1
ANOTHER WAY TO GET PAID
Make money without signing another full-service client or adding another project.
2
SAY YES TO MORE LEADS
Not every inquiry is a full-service client. You can still help them and get paid.
3
SERVE MORE PEOPLE. KEEP YOUR PREMIUM SERVICE.
Your $100,000 client and your $97 customer don't have to be the same person.
4
MAKE YOUR EXPERIENCE WORK HARDER
What you've learned shouldn't disappear when a project ends. It can keep earning.
5
MORE CHOICES
Travel. Take a sabbatical. Design because you want to, not because you have to.
How It Works
01
Find what you're sitting on.
We'll dig up what you already know and pick the piece with the most demand and the most freedom.
02
Turn it into the right asset.
We'll pick the format, shape the offer, price it, and build the simplest way to deliver it.
03
Put a sales engine behind it.
We'll write the page, the emails, and a marketing plan that helps people find it and buy.
PROOF, NOT THEORY
I've already done this with what I know.
Every one of these started as something I did for clients over and over. Now they sell without me in the room.
WHAT I KNEW
How I explain project costs
↓
WHAT IT BECAME
The Interior Design Project Cost Guide
A guide I sell through Meta ads.
WHAT I KNEW
How I set my rates and fees
↓
WHAT IT BECAME
The Designer Calculator
An online pricing calculator.
WHAT I KNEW
How I bring on new clients
↓
WHAT IT BECAME
The Complete Client Intake System
A ready-to-use template set.
WHAT I KNEW
How I budget furnishings
↓
WHAT IT BECAME
The Project Furnishings Calculator
A calculator for real projects.
WHAT I KNEW
How I write winning proposals
↓
WHAT IT BECAME
The Interior Design Proposal Template
A template, ready to customize.
WHAT HAPPENED WHEN I USED IT
The minute I launched my first course, I had sales.
Then I launched a $37 product. It made $10,000 on its first day.
Not from one $37 product. From the whole system around it: the offer, the upsells, the emails, and the sales psychology behind every step. That's the system I'll teach you to build.
These are my results, not a promise of yours. What you make depends on your idea, your effort, and your market.
Yours might be your vendor list. Your install day checklist. The client questions you answer every single week.
That's an asset waiting to happen.
WHAT DESIGNERS SAY ABOUT LEARNING FROM JOHN
I've been teaching designers how to build better businesses for years.
These testimonials reflect experiences with John's other programs and coaching. Expert to Asset is a new program.
“Your courses have been LIFE-CHANGING!”
“I was hoping for tangible help and you have given me that.”
Sarah M. | Design Envy
“It gave me clarity, confidence, and practical tools.”
“John's program gave me the clarity, confidence, and practical tools I needed to grow my design business.”
Theresa L. | Dwell & Gather Interiors
“One of the best decisions I've made for my business.”
“The course was so great that I hired John as a business coach and it's been one of the best decisions I've made for my business.”
Virginia H. | VM Interiors
WHAT YOU GET
Everything inside Expert to Asset.
THE METHOD
The 5-step Expert to Asset method
SPOT, SHAPE, STRUCTURE, SET, SELL. One clear path from expertise to a sellable asset and the system that helps it sell.
THE TOOLS
Workbooks and planning tools
Step-by-step worksheets, decision guides, checklists, and planning tools that help you make the right decisions and turn each lesson into action.
THE SHORTCUTS
AI resources
My curated prompts and AI workflows to help you research, organize, outline, write, refine, and market faster without letting AI replace your expertise.
HOW IT WORKS
Learn at your own pace
Expert to Asset is self-paced, so you can move through the method around your existing business and schedule. No weekly calendar commitment required.
YOUR TIME
Designed to be completed, not binged
Follow the recommended path over approximately 4–6 weeks, or move faster if you're ready. You'll keep lifetime access so you can return whenever your offer evolves.
YOUR SUPPORT
Help when you need it
Ask in the private community, email me, or comment right under the lesson you're in. Plus pop-up live sessions with me along the way. You won't be left guessing.
READY TO TURN WHAT YOU KNOW INTO AN ASSET?
Join Expert to Asset
You're getting the first release at a founding rate. In return, I'll be using your feedback to make the program even better.
THE SHORT VERSION
“You don't need another client. You might need another way for your expertise to make money.”
You've already done the hard part.
You've spent years learning. Made the mistakes. Solved the problems.
You know things a newer designer just doesn't know yet.
Expert to Asset helps you turn some of that into something people can buy without you always being there.
You don't have to quit your business.
You don't have to become a “course creator.”
You just need another option.
FOUNDING MEMBER BONUS
Join by [DEADLINE] and get 3 months of live coaching with me.
Founding members get a monthly group coaching call with me for the first 3 months.
Bring your idea, your offer, your sales page, or the thing you're stuck on. We'll work through it together. Every call is recorded, so you won't miss a thing.
This is also how I'll make the program even better. Your questions shape what comes next.
After [DEADLINE], the coaching calls go away and the price goes up to $997.
CLAIM MY FOUNDING SPOT ↗WHEN YOU'RE DONE...
You won't just have another idea sitting in a notebook.
You'll know:
WHAT YOU'RE SELLING
One clear offer, built on what you already know best.
WHO IT'S FOR
A real buyer with a real problem you know how to solve.
WHY THEY'LL WANT IT
Why it matters to them, in words they get right away.
HOW YOU DELIVER IT
The right format and the simplest tech. Nothing extra.
HOW THEY'LL BUY IT
A simple path from finding you, to checkout, to delivery.
WHAT YOU'LL SAY
Sales page, emails, and posts written for each buyer.
HOW IT FITS YOUR LIFE
Income that gives you options, not another job to manage.
HI, I'M JOHN MCCLAIN.
I built this because I needed it too.
I'm an interior designer, author, coach, and the founder of The McClain Method.
For years, almost every dollar I made needed me there. Projects. Clients. Meetings. Me.
Then I started turning what I knew into products.
I learned how to build the offer. The sales page. The emails. The funnel. The ads. The upsells.
(Badly at first. Very, very badly.)
Today, my online products have made nearly $300,000 in sales.
And some of my favorite sales happened while I was doing nothing remotely related to selling.
I've made sales while driving to the gym. And while sitting in Thailand watching a drag show.
And no, it's not some “make money while you sleep” fantasy.
I built the products. The pages. The emails.
I learned paid ads. I tested a lot of stuff that flopped.
I spent years (and a ridiculous amount of money) figuring it out.
And I did all of it while still running my design business. I didn't walk away from clients to build this. I built it right alongside them.
The people I worked with told me what they needed. That feedback shaped everything I made.
Then something changed.
The sale stopped needing me.
I could travel. Take a sabbatical. Close an office. Choose what I wanted to work on next.
And the systems kept selling.
That became part of something bigger for me:
Soul Over Should.
Choosing the life and business I actually want, instead of whatever I think I'm supposed to do next.
But freedom needs a mechanism. For me, income that didn't need me in the room was one of them.
Expert to Asset is how I teach you to build yours.
THIS IS NOT “HOW TO MAKE A COURSE.”
Your answer might not be a course at all.
Plenty of people teach you how to make a course. I built a proprietary system for finding what only you can offer.
The insider knowledge from your own work. The stuff nobody else can copy, because nobody else lived it. That was my key to success, and it's the heart of this program.
WE START WITH WHAT YOU KNOW.
Not an AI prompt for “10 digital product ideas.”
What have you learned, built, or figured out that other people haven't?
WE PICK THE RIGHT VEHICLE.
PDF. Toolkit. Workshop. Course. Coaching. Calculator. Template.
The format serves the idea. Not the other way around.
WE BUILD SOMETHING GOOD.
I'm not helping you throw together another digital product nobody needs.
It has to solve a real problem.
WE BUILD THE MARKETING TOO.
A great product nobody knows about doesn't create freedom.
So we build the sales page, emails, and marketing right alongside it, using the sales psychology I've studied and refined for years.
AND WE KEEP ASKING ONE QUESTION:
Does this create more freedom, or did we just create another job?
NEARLY
$300K
in online product sales
16+ Years
building and running an interior design business
3 Months
spent living in Thailand while my online business continued generating revenue
ONE THING I NEED FROM YOU
Bring what you know. And be willing to see it differently.
You don't need the perfect idea.
You don't need a big following.
You don't need to know Kajabi.
You don't need to love the camera.
You don't need to become an influencer. (Please don't.)
But you do need real experience worth sharing, and a willingness to build something useful with it.
I'll help you figure out the rest.
Expert to Asset is for you if...
✓ You're an established designer with real expertise, and you're wondering what else it could become.
✓ You want another income stream without adding more full-service projects.
✓ People keep asking you the same questions, and you suspect there's an offer hiding in there.
✓ You love parts of your business, but you're tired of how much of you it takes.
✓ You want more freedom without blowing up a business that works.
✓ You've thought about a course, product, or coaching offer, but you don't know which one fits.
✓ You want someone who gets the design business and knows how to sell online.
✓ You'd rather build something valuable than chase passive-income nonsense.
YOUR EXPERTISE ALREADY DID THE HARD PART.
Now let's turn it into an asset.
You don't have to stop designing.
You don't have to walk away from what you built.
You don't even need to know what you'll create yet.
You just need to see that client work doesn't have to be the only way your expertise makes money.
You've spent years getting good at this.
Let's make those years work harder for you.
JOIN EXPERT TO ASSET ↗Turn what you know into income that sells without you in the room.
Ready when you are.
01
Do I have to create a course?
Nope. A course is just one option. Your best asset might be a guide, toolkit, workshop, template, calculator, or coaching offer. Figuring that out is one of the first things we do.
02
What if I don't know what I could sell?
That's exactly what SPOT is for. We'll look at what you know, what people already ask you about, and which idea is worth building.
03
Do I need a big audience?
No. You need the right offer for the right person. We'll also cover how to grow an audience with organic marketing. Paid ads can come later.
04
Do I need to use Kajabi?
No. I use Kajabi and I like it, but I've worked with most of the big platforms. I'll walk you through the options and help you pick the simplest one for what you're building.
05
Do I have to be on video?
No. The format should fit the product and you. Some offers need video. Plenty don't.
06
Is this passive income?
I don't love that phrase. It makes it sound like there's no work.
There's work. You'll build it, market it, and keep improving it.
The difference is you don't have to personally show up every time someone buys. That's the freedom we're building.
07
Will you teach Meta ads?
The core program gets your offer and marketing ready to grow. Advanced paid ads, testing, and scaling will be available separately once your offer is ready for it.
08
What if I still want to work with design clients?
Good! So did I. I built my first products while still running my design business.
And your clients are your best research. The questions they ask, where they get stuck, what they wish someone had handed them. That's how you'll shape an asset people actually want.
This isn't about leaving interior design. It's about making sure client work isn't the only way your expertise makes money.
09
What if I want more personal help?
Group and private options will be available if you want more hands-on help applying Expert to Asset to your business.
EXPERT TO ASSET • MORE EXPERTISE • MORE OPTIONS • MORE FREEDOM •
EXPERT TO ASSET • MORE EXPERTISE • MORE OPTIONS • MORE FREEDOM •
EXPERT TO ASSET • MORE EXPERTISE • MORE OPTIONS • MORE FREEDOM •
EXPERT TO ASSET • MORE EXPERTISE • MORE OPTIONS • MORE FREEDOM •
