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] The “sea change home page”

By Philip | February 21, 2019

I’m always on the lookout for ways to help you avoid looking dumb. Yes, I’m being intentionally snarky. Here’s what I mean: Your website exists somewhere on a continuum running from awkward & ineffective on one end to engaging & effective on the other. If it happens to live close to the awkward & ineffective…

[PMC] It’s like Aggregation Theory

By Philip | February 20, 2019

Ben Thompson, who writes the excellent Stratechery analysis-as-daily-newsletter, has this thing he calls Aggregation Theory. Aggregation Theory is an idea he’s developed over time, and while I wasn’t tuned in to his newsletter in 2015, he post-facto explains the development of this idea on this page. Ben essentially says a theme kept surfacing across several…

[PMC] Critical skills for an aggregated internet

By Philip | February 19, 2019

So you say you want more rambly early morning thoughts on the future of lead generation in a highly aggregated Internet? Of course I am more than happy to oblige with the ~20m screencast below: Video link: Link to the mindmap in the screencast: -P

[PMC] Some interesting specialization examples

By Philip | February 18, 2019

It’s time to clear out my backlog of list member-submitted specialization examples. We shoot bottles. Stephen Lewis sent this one in. Thanks, Stephen! It’s a photography studio that has created a productized service focused on bottles. Booze, cleaning products, and sugar-water, among other things you might have in a bottle of some kind. I’m not…

[PMC Weekend Edition] Back yard ~swimming pool~ roller coaster

By Philip | February 17, 2019

Back yard swimming pool roller coaster I’ve always had a DIY streak in me. Chalk it up, I suppose, to growing up with a combination of modest economic means and immodest imagination. So this, about a guy who built a roller coaster in his back yard, is like crack for me. I suppose this DIY…

[PMC Weekend Edition] Another video to podcast player workflow

By Philip | February 16, 2019

A while back I shared my video-to-podcast player workflow. List member Lorenz shared theirs, and gave me permission to share it with you. This workflow has a nice simplicity advantage over mine because it doesn’t require installing more software on your computer: Make a new playlist on Youtube (mine is called “Podcast”) Feed it to…

[PMC] Bob Dylan on ideation

By Philip | February 15, 2019

Thanks for sending this along, Rowan! It’s Bob Dylan on ideation: Most everything is a knockoff of something else. You could have some monstrous vision, or a perplexing idea that you can’t quite get down, can’t handle the theme. But then you’ll see a newspaper clipping or a billboard sign, or a paragraph from an…

[PMC] This is content marketing

By Philip | February 14, 2019

THIS is content marketing. What makes this so great is it’s specific and generous. The link above will take you to a long article. The article is specifically for startups seeking angel investors. This is what makes it specific. It’s not just random productivity tips or how to set up your dev environment or really…

[PMC] Skydiving

By Philip | February 13, 2019

Did I ever tell you about the time I threw up on a skydiving instructor? There was this woman I was trying to impress–Laura. I liked her a lot more than she liked me, and my long difficult failure to turn that imbalanced situation into a relationship taught me half of what I eventually needed…

[PMC] Lars and the Real Girl

By Philip | February 12, 2019

Have you seen the film Lars and the Real Girl? If not, here’s a quick synopsis, which is important because you maybe could be a lot like the titular character in that film: Lars is painfully shy and socially detached. One day, he orders a life-sized sex doll. Lars appears to his friends and family to…

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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