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!


By Philip | October 12, 2018

I’m sorry, but you’re going to have to market yourself. There are a million unhelpful ways to understand marketing, and two ways that are useful to us here. The first is Seth Godin’s definition, which is (I’m paraphrasing here): marketing is changing the culture. OK fine, let’s scope that down a bit to the level…

The side door

By Philip | October 11, 2018

I’ve put off doing this for a few days because it makes me so nervous. Makes me feel naked. I wrote about something I feel really strongly about. I’m afraid I’ll get criticized for it, and have resisted sharing it here. But yet, it’s closer to the core of why I show up the way…

Booby trapped!

By Philip | October 10, 2018

Hovercraft!! Whoopie cushion!! Itching powder!! X-ray glasses!! Shocking handshake!! Some of you will be old enough to remember the advertisements in the back of kids magazines selling the kinds of toys that–I guess?–appealed to kids in the 60’s and 70’s. My grandparents had a cache of these in their mountain house, and on visits I…

Is there something different about the positive one?

By Philip | October 9, 2018

List member Kai Davis had this to say about the “are 66% of jewelers jerks” question (shared w/permission): I’d look at the Jeweler that was positive in his communication with me. Is there something different about his : – Business? – Market? – Marketing? – Services? – Clientele? That stands out and that I can…

Not every dollar is worth a dollar

By Philip | October 8, 2018

Not every dollar is worth a dollar to you. Some dollars are worth more to your business, and some are worth less because they come with unattractive direct or indirect costs to you. In the late 90’s, I worked as a Microsoft Certified Trainer (MCT). It was a baller job for me back then, and…

“are 66% of jewelers are jerks?” mailbag

By Philip | October 5, 2018

Great responses on the “are 66% of jewelers jerks?” email, y’all! Here’s an anonymized roundup of the various kinds of responses y’all shared: “We have boundaries around here” “I will not work with people I do not believe in. Unfortunately, if I don’t like them because they are jerks, the bar to believe in them…

I know three jewelers

By Philip | October 4, 2018

I know three jewelers and two of them are jerks. Is this enough information to make an important business decision on? So the full story here is I kind of know three jewelers. One of them is a friend, Robert. He designed and cast this awesome belt buckle I’ve been wearing daily for almost 10…

Connecting with startups outside the big startup hub cities

By Philip | October 3, 2018

I recently spoke with someone who some of you can learn a lot from. Andrew Askins runs a small dev shop in Charleston, SC, and on the latest episode of my podcast, he breaks through how he’s fixed a positioning problem and how he’s started to get his lead generation flywheel working. To listen, subscribe…

I have no idea if this is legal

By Philip | October 2, 2018

So I think this is OK under fair use… A coaching client of mine is starting a podcast. It’s going to be great. He and I were talking about interviewing and I made a short list of people I consider excellent interviewers. Tim Ferriss is not on that list. He has this tic where his…

“The daily”

By Philip | October 1, 2018

“Is there something you do every day that builds an asset for you?” That’s Seth Godin in a recent, short, very worthwhile blog post: I email my list every (week)day. Even if the emails themselves are more ephemera than asset, I’d like to believe the thinking they force (in me and hopefully in you),…

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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