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] “I’m convinced that a small number of software people… will make a huge difference.”

By Philip | January 17, 2019

Quick tophat: I have long used what I refer to as “naked links” in my emails because I want you to know where you’re going when you click a link in an email from me. I asked ConvertKit–the email marketing service I use–if they could disable link tracking, which redirects links through their servers for…

[PMC] Interesting specialization example

By Philip | January 16, 2019

Justin Bergen shared this really interesting specialization example with me. It’s a cable and rigging company that specializes in splicing cables. Here’s a video of them splicing a chair lift cable at a big ski resort: Here’s their website: BTW, I’ve got a few seats open in if you’re interested in learning…

[PMC] 100in35 – Update 3

By Philip | January 15, 2019

Hey, remember that “100 relevant subscribers in 35 days” experiment I mentioned a while back: ? Here’s my third update on the experiment’s progress: Video link: Text TL;DR: I’ve got my action pants on. I’m connecting and publishing. Getting good results on the connecting, not-good results on the publishing. I think I’ve figured…

[PMC] Bring da *context*

By Philip | January 14, 2019

I’ve been listening to Wu-Tang Clan’s first album a lot lately. It’s help up really well over time, and so when I say “bring da context”, really I’m singing along in my head: “Bring da mother, bring da motherfuckin’ context!” Fred Ross wrote in with a terrific response to this, from last week: (Yeah,…

[PMC] “If you keep just one new year’s resolution this year, let it be to not pour fats, oil or grease down the drain or flush anything other than the 3Ps – pee, paper and poo – down the loo.”

By Philip | January 11, 2019

It’s Friday and y’all probably need a break from me trying to make a point using Axell Grell so… I love absolutely everything about this article: We’ll get to the fatberg part in a minute. First, there’s the measuring things with other things that aren’t actually units of measurement part. South West Water reports…

[PMC] Mailbag: “Why it matters that Axel Grell left Sennheiser”

By Philip | January 10, 2019

Daryle Gessner sent in a really great question about my “Why it matters that Axel Grell left Sennheiser” email: Hi Philip! Regarding Axel Grell leaving Sennheiser, why the crickets when I search for Axel Grell in ALL and NEWS on Google? This is important news. When I read your email mentioning Grell leaving, my…

[PMC] Worst outreach email ever?

By Philip | January 9, 2019

This is possibly the worst outreach email I’ve ever received: Its sins are numerous and easy to spot. In brief, they are: Completely not personalized. Could have been sent to literally any podcast on iTunes, and I’m guessing it probably was. The most generic possible generic description of their business. Like it’s literally strenuous to…

[PMC] Mailbag: “Out-of-left-field quiz for you”

By Philip | January 8, 2019

I got a really great response to my quiz question about Axel Grell leaving Sennheiser: Hi Philip, That’s an interesting question! One can’t help draw comparisons between Apple and Sennheiser, as both companies were built around the insight and vision of one man at some point. In the case of Apple, they seem to…

[PMC] Why it matters that Axel Grell left Sennheiser 😭

By Philip | January 7, 2019

Last Friday, I said this: Fact: Axel Grell has left Sennheiser. Question: Do you know what this means for Sennheiser the company? I don’t know if I got any great answers to this question because I’m writing this email a few days before it publishes to my site and list, but here’s why I asked…

[PMC] Out-of-left-field quiz for you

By Philip | January 4, 2019

This is going to seem to be totally out of left field, but there’s a point. Fun weekend quiz for you: Fact: Axel Grell has left Sennheiser. Question: Do you know what this means for Sennheiser the company? Reply with your answers. I’ll share mine on Monday, and then share any share-worthy answer I get…

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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