Marketing Resources for Your Custom Software Development Business

Dev Shop Marketing Briefings

If you want to build a robust pipeline of work for your custom software development business, you will find my Dev Shop Marketing Briefings very valuable. I or a guest expert will spend 30 minutes teaching you how to market your services better and 60 minutes answering your questions.

The Positioning Manual for Technical Firms

Narrowing your marketing focus to a single, highly-profitable niche is the most valuable improvement you can make to your software development business. Actually pulling this off is not easy. You will face strategy, research, and emotional challenges. The Positioning Manual will help you succeed.


Many lead generation techniques do nothing to build trust. Paid advertising is an example of this. My Trust Velocity research profiles 46 lead generation techniques by how much trust they build, how quickly, and how suitable they are for generating high quality leads rapidly.


Identifying and dominating a desirable market position is the cornerstone of a profitable, in-demand services business. This process is often a high-stakes, low-certainty exercise in fear and frustration. My free Positioning Crash Course helps you cut through these roadblocks.


Most web design patterns emphasize ease of scanning content or following hot trends (parallax, anyone?), but fail completely at generating leads. Grab a free copy of this Lead Generating Website Template to avoid staring at a blank text editor only to produce yet another crappy "me too" website. MOAR leads!

[PMC] I like the cheaper one better

By Philip | December 18, 2018

I am surprised as heck that I like my $220 nylon string guitar more than my $600 steel string guitar! Like, really surprised. The $600 guitar “should” be my favorite, right? It’s a Breedlove Pursuit parlor size guitar. It’s a lovely designed-in-America-made-in-China guitar. The $220 guitar is a Yamaha CG122MCH. It’s made of lesser quality…

[PMC] Once again, we send off my war rig…

By Philip | December 17, 2018

It’s that time again! It’s not actually time to send off my war rig from its heated garage at the semi-rural headquarters of Philip Morgan Consulting to bring back guzzoline from Gastown and bullets from the Bullet Farm, but time for my annual “tax writeoff” sale. The deal is simple: 30% off any product I…

[PMC] Nashville meetup

By Philip | December 14, 2018

For team #SpecializationNashville… I’m going to be in your earthquake-adjacent, lucky-to-not-get-Amazon-HQ2, rising-star-of-a-city on Jan 23 – 25, 2019. I have several current and past clients who live in Nashville or Franklin, and I have an unknown number of list members who also live there. I’d like to meet as many of you as I can,…

[PMC] Narrow in service of broad or deep

By Philip | December 13, 2018

Quick tophat: Thanks for all the feedback on the “your first 100 relevant subscribers experiment” I mentioned in yesterday’s email. Lots of y’all are into it, so I’m definitely into it. I’ll spend the rest of December doing some planning and commence the experiment in January. I’ll send weekly liveblog-style updates on the experiment as…

[PMC] Who’s with me?

By Philip | December 12, 2018

I want to try something kind of interesting, which is to liveblog an experiment I hope leads to some worthwhile guidance for the assembled throng here. Specifically, those of you that have asked me how you start building an email list from scratch. There’s lots of what I consider really mediocre advice out there about…

[PMC] Mini survival excursions for actors and actresses

By Philip | December 11, 2018

List member William shared another really interesting self-made expert story: Here’s another example of this happening, but I’ll keep the story very condensed. A friend of mine is an outdoor survival expert. Back in the 80’s when he was getting into it, there was no possible career in this field. Because “who is going to…

[PMC] Monitor the speedometer, not the oil pressure gauge

By Philip | December 10, 2018

I think the following analogy is helpful for thinking about the stats your email marketing software shows you: Open rate, unsubscribe rate, and spam complaint rate: these are like the oil pressure gauge on a car. It mostly just tells you if something is wrong. It’s not a gauge you constantly monitor while driving. If…

[PMC] “There is no pension program or retirement program or marketplace for mosquito expertise”

By Philip | December 7, 2018

List member Elliot sent in this super interesting specialization example: I recently visited the tiny quirky mosquito museum in chiang mai thailand. It is located in the home of a couple in their late 70’s who are the worlds leading experts on mosquitos. After dozens of years of excruciating field work trapping and studying mosquitos…

[PMC] I’m in love…

By Philip | December 6, 2018

…with my new publishing workflow! I’m also in love with my wife Cheryl too, in case she’s reading this. 🙂

[PMC] The whale client optical illusion

By Philip | December 5, 2018

You know how black holes have such a strong gravitational pull that they can bend light? Sometimes I think whale clients do that too. They exert such a strong gravitational pull on you that they “bend light”, meaning you stop looking at the horizon and focus too much of your attention on them. You stop…

Philip Morgan Consulting


I advise self-employed software developers on making the transition from generalist to specialist, and on generating leads. I'm also the author of The Positioning Manual for Technical Firms.


"By declaring a niche and expertise at least enough to get out there and start interviewing people and evaluating it, I became connected with people in the industry and was offered a recurring consultant job. I’m about to launch a more targeted website and I have lots of specific ideas for marketing and products now that I have a market to focus on."

Connie Holen, Web Designer for Yoga Professionals



"I learned a ton going through the process of filling Philip's pre-engagement questionnaire out. I would have paid for that alone. After our one hour strategy call with Philip, we decided to focus our agency on SEO work for mid-sized and start-up tech companies—and we’re excited about it! We are starting to get speaking engagements because of our new niche. We are big fans of yours Philip and received so much value from hiring you!"

Dale Bertrand, President, Chimaera Labs


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