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!


See how others have specialized their business.


How do coders become consultants? They specialize, develop a point of view, and market based on their ability to move the needle for clients. This podcast explores the transition from coder to consultant through interviews with those making and enjoying the results of this transition, and occasional audio essays from your host Philip Morgan.

[PMC Weekly Consulting Insight] Loyal but not faithful

By Philip | September 18, 2019

Quick tophat: A previous client of mine unexpectedly lost a whale client and is looking for some fill-in dev work (Shopify or general front end work). If you’re able to help connect him with any opportunities, please hit REPLY, let me know, and I’ll connect you with him. The work I do allows me to…

[PMC Weekly Consulting Insight] Survey marketing wrap-up

By Philip | September 10, 2019

Back in May, I started an experiment I referred to as “survey marketing”. Today I want to wrap that all up in a bow. This will be what I hope is the kind of naval-gazing email at least some of you can learn something from. A “learn from my mistakes” email. 🙂 What I did…

[PMC Weekly Consulting Insight] The Google squeeze

By Philip | September 4, 2019

I’m a big fan of disintermediated lead generation approaches, or ones where your access to an audience is mediated via a personal relationship with the human being who is the audience gatekeeper. Google leveraging it’s monopoly position in search only amplifies my appreciation for disintermediated lead generation approaches. This, from Seth Godin, talks about Google…

[PMC Weekly Consulting Insight] Why daily? (pt2)

By Philip | August 27, 2019

One more email about daily publishing. For context, here’s the previous one. There’s a whole other area to explore here, which is the question of how daily publishing is received by your readers. And also the question of when in your career to embrace this daily publishing practice. And there’s also the other question: “Does…

[PMC Weekly Consulting Insight] Bonus Issue: Profiles in expertise

By Philip | August 23, 2019

Cultivating self-made expertise is a messy, iterative process. It’s not like getting a graduate degree, which by comparison is a more tidy, linear process. I think those of you on this track benefit from examples of in-progress self-made expertise. David C. Baker, in his excellent book The Business of Expertise, has an expertise diagnostic he…

[PMC Weekly Consulting Insight] Why daily?

By Philip | August 21, 2019

I advocate publishing something online, and doing so daily. I advocate doing this during a certain phase of your career, but not necessarily for the whole career. Why this madness? What is daily publishing? In pharmacology, there’s this concept of the minimum effective dose. Wikipedia defines MED as “the lowest dose level of a pharmaceutical…

[PMC Weekly Consulting Insight] Popcorn and toothpaste

By Philip | August 14, 2019

Is selling your services more like popping popcorn or pushing toothpaste through a tube? Hey, it’s Philip, and I’m back with the last installment of a short series on the idea of CRMs. Not a how-to article on CRMs, but one on the thinking behind them. No regular buying process There are several reasons why…

[PMC Weekly Consulting Insight] Does data modeling lead or follow business strategy?

By Philip | August 7, 2019

I’ve recently chosen a CRM. Note: If you just instantly, uncontrollably fell asleep upon reading the letters C R M, I get it. Give this article a chance anyway; this issue is way more interesting than CRMs themselves are. When you really dig into this issue, it touches on several things that might seem to…

[PMC Weekly Consulting Insight] At last, some survey marketing conclusions

By Philip | July 31, 2019

FINALLY. 🙂 Finally, I’ve fixed my inconsistent coding of the survey responses from my LinkedIn sample, and have something to say about this little bit of research. Let’s start with the core question: how do self-employed software developers invest in their career? Let’s focus on the top 3 methods of investment, and differentiate between my…

[PMC Weekly Insight] The tyranny of the easily-measured

By Philip | July 24, 2019

(Programming note: I’m taking a short 2-week break from my lengthy series on survey marketing to talk about today’s topic, which is contextually relevant, but is still a break from reporting directly on the research project.) What gets measured gets managed (or improved), they say. What does this mean about what is easily measured vs.…

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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