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.

TRUST VELOCITY

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.

POSITIONING CRASH COURSE

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.

LEAD-GEN WEBSITE TEMPLATE

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!

SPECIALIZATION EXAMPLES

See how others have specialized their business.

A PODCAST ON SPECIALIZATION

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 Daily Insight] Some useful market research tools

By Philip | June 17, 2019

I’ve been meaning to share a few useful tools for getting a quick and easy market size. First, this from Rob in the UK (shared with his permission): I’m really getting a lot of value from your work. Thank you. Thought I’d share this with you. It’s the UK industry classification framework which might be…

[PMC Daily Insight] Some useful market research tools

By Philip | June 17, 2019

I’ve been meaning to share a few useful tools for getting a quick and easy market size. First, this from Rob in the UK (shared with his permission): I’m really getting a lot of value from your work. Thank you. Thought I’d share this with you. It’s the UK industry classification framework which might be…

[PMC Daily Insight] The 2019 Meeker Report, interpreted for consultants

By Philip | June 13, 2019

Here’s what struck me from an initial read of Mary Meeker’s 2019 Internet Trends Report, seen from the lens of how these trends might be interesting or useful to the indie consultant. Slides 28 – 30: “Effective + Efficient Marketing = One’s Own Product + Happy Customers + Recommendations” This section tells a story of…

[PMC Daily Insight] The 2019 Meeker Report, interpreted for consultants

By Philip | June 13, 2019

Here’s what struck me from an initial read of Mary Meeker’s 2019 Internet Trends Report, seen from the lens of how these trends might be interesting or useful to the indie consultant. Slides 28 – 30: “Effective + Efficient Marketing = One’s Own Product + Happy Customers + Recommendations” This section tells a story of…

[PMC Daily Insight] Unfortunately, you’re in a relationship business

By Philip | June 12, 2019

This is really interesting, and although I’m linking you to what appears to be the full academic paper, you can read the whole thing in probably 3 to 5 minutes: rsa.tandfonline.com/doi/full/10.1080/21681376.2019.1588155 I’ll summarize the key points if you’d rather not read the paper right now (even if you don’t read the paper, please look at…

[PMC Daily Insight] Unfortunately, you’re in a relationship business

By Philip | June 12, 2019

This is really interesting, and although I’m linking you to what appears to be the full academic paper, you can read the whole thing in probably 3 to 5 minutes: rsa.tandfonline.com/doi/full/10.1080/21681376.2019.1588155 I’ll summarize the key points if you’d rather not read the paper right now (even if you don’t read the paper, please look at…

[PMC Weekly Insight] Survey marketing: Qualitative analysis of the de-biasing survey

By Philip | June 11, 2019

My survey marketing experiment1 continues. As a quick reminder, I’m experimenting with using a survey to connect and build trust with a group of people. It’s been a few weeks since I’ve updated you on this2, so a quick recap seems helpful. As I previously wrote: The three things that must simultaneously be true for…

[PMC Daily Insight] The second ideal

By Philip | June 10, 2019

In my small group program, The Expertise Incubator, participants face 5 challenges. As we do so, we are guided by three ideals: Anything you create in this program should be good enough to spread by word of mouth alone. Anything you create in this program–if you give it away for free–should be good enough that…

[PMC Daily Insight] The second ideal

By Philip | June 10, 2019

In my small group program, The Expertise Incubator, participants face 5 challenges. As we do so, we are guided by three ideals: Anything you create in this program should be good enough to spread by word of mouth alone. Anything you create in this program–if you give it away for free–should be good enough that…

[PMC] The Opportunity Early Warning System

By Philip | June 7, 2019

List member Ben pointed me to this, and it’s quote interesting.It’s a short piece from AngelList on the opportunity in the funeral business and how some startups are moving on that opportunity. It causes one to think: what creates opportunity in the first place? Not what created this specific opportunity, but what creates opportunity in…

Philip Morgan Consulting

ABOUT PHILIP MORGAN

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.

2 MONTHS IN, THIS IS ACTUALLY HAPPENING!

"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

Connie
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PHILIP'S PRE-ENGAGEMENT QUESTIONNAIRE WAS GOLD!

"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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