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] Modernizing the funeral business

By Philip | April 25, 2019

(Readin’ time: 1m 39s) This “cremation gap”/changes in the funeral business thread just won’t die. And I’m delighted about that! Because this gives me an opportunity to show off somebody else’s thinking here. Tim Freund wrote in response to my recent email, Funerals, cremations, VINDICATION. Here’s what he said, shared with his permission: Philip –…

[PMC] Iterating towards a PoV

By Philip | April 24, 2019

(Readin’ time: 6m 13s) A while back, a coaching client mentioned he needs a faster, cheaper, and more iterative way of developing his point of view (PoV). Faster, cheaper, and more iterative than what? Than giving talks. He said this on the tail end of a talk that went well enough, but it also pointed…

[PMC] Funerals, cremations, VINDICATION

By Philip | April 23, 2019

(Readin’ time: 1m 38s) OK, I thought my ideas, presented here, on ways the funeral business could close the “cremation gap”, were a little far out there, but turns out… not so far out there after all! Witness:–just-in-time-for-a-death-boom/2019/04/14/a49003c4-50c2-11e9-8d28-f5149e5a2fda_story.html A quote: More than half of all American deaths lead to cremations, compared to 28 percent…

[PMC] Establishment size

By Philip | April 22, 2019

(Readin’ time: 1m 30s) I don’t know what y’all think I do for fun, but this is one of those things: Source: Most verticals are way too large a market for any of y’all to focus on. When I say “verticals” here, I mean broad industry sectors like manufacturing, construction, finance, etc. They’re too…

[PMC Weekend Edition] Flossin’

By Philip | April 21, 2019

(Readin’ time: 57 seconds) Marketing is a lot like flossing your teeth. You don’t have to do it with excellence, but you do need to do it consistently for it to achieve the desired results. Yeah, there are exceptions. You read about folks who wrote that one white paper 10 years ago and it still…

[PMC Weekend Edition] Square-hot-mess-space

By Philip | April 20, 2019

(Readin’ time: 38 seconds) Squarespace broke my heart. They used to be this beautifully simple product, and then they feature-creeped into a nightmare GUI, and no matter how much Merlin Mann tries to convince me it’s easy to use, it’s not. It’s just not easy to use anymore. I’ve run across an alternative I’m loving:…

[PMC Weekend Edition] More, better info on the “Sea Change Narrative”

By Philip | April 20, 2019

(Readin’ time: 16 seconds) A while back I wrote about the “Sea Change Home Page”. The following, from Expertise Incubator member Bob Lalasz, is an excellent piece with more, better information on that same idea: What sea change do your services help clients deal with? Happy Saturday, -P

[PMC] The burden of genre

By Philip | April 19, 2019

(Readin’ time: I’m embarrassed to say. Maybe read this anyway. I think it’s pretty good. It definitely is long.) David C. Baker published an excellent article on monthly recurring revenue (MRR) arrangements yesterday: It’s excellent and y’all should read it. David’s article got me thinking. I’ve been a fan of MRR, in my own…

[PMC] Go high or low

By Philip | April 18, 2019

(Readin’ time: a very thought-provoking 3m 54s) We can see a lot of parallels between the sea changes that have and are happening in retail and those that have, are, and will happen in the world of selling services. Said differently, I think retail is a sort of leading indicator for what you can expect…

[PMC] Unknowns -> knowns

By Philip | April 17, 2019

(Readin’ time: 1m 57s) I had a really enjoyable conversation with a prospective client yesterday, and it got me thinking about a useful angle on specializing. The decision about how to specialize is, for many of us, a process of converting a set of unknowns into knowns. I’ve mapped this process out verbally at a…

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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