Get answers to your questions about generating leads and increasing leverage.
My work helps with 4 common problems, and explores two less common areas (thought leaderhip and brand marketing for services). I work primarily with dev shops and indie developers, but self-employed people in almost any expertise-heavy services profession (freelancers, marketers, indie consultants, etc.) can benefit.
LEADS
Positioning And Specialization
- Explore-Exploit And Specialization
- The Death of a Market Position
- How Permanent is a Specialization Decision?
- How Much Expertise do You Have to Have to Specialize?
- A can of beans over a hobo campfire
- “Anxiety-adjusted returns”
- How do I Craft a CLEAR Positioning Statement?
- What Does it Actually FEEL Like to be a Specialist?
- What Creates Credibility for a Specialist?
- How Much More Money Can Specialists Make?
- What Should a Specialist Website Look Like?
- Why Is Specialization Scary?
- Is The Market Big Enough? How Can I Be Sure?
- How Can I Get Hired With No Relevant Case Studies?
Lead Generation
- The Lead Generation Operating System
- For A Consultant, What Is A Point Of View?
- Most of you have completely interchangeable points of view
- POV, Tone, Voice, and Style
- How do I start and grow a qualified email list?
- Grazing -> cowpaths -> roads
- Connecting the dots
- 6 models for sellin’ transformation
- Brand marketing for the niche expertise-driven business
- Sales pages, PDF, and trust
Everybody says you should specialize, but the decision feels arbitrary, overwhelming, or frightening. You see the benefits for others (their value proposition is so clear!), but can't see how to get your business there. The Positioning Manual for Indie Consultants will help.
The Positioning & Specialization Course helps you get your specialization figured out in 2 weeks.
I’ve profiled some dev shops (as well as agencies and other types of consultants) based on their web presence. Most are specialized in some way, and I hope these examples help you better understand how to market your specialized services. A few of these are clients of mine; most are not.