Build a 100% remote, online, and expertise-driven business. Hosted by Philip Morgan and Liston Witherill, we'll share what's working, what's not, and what scared the sh** out of us, every single Friday. If you're a consultant, software developer, professional services provider, coach, accountant, lawyer, or any other service provider, and you want to build your business online, this podcast is for you.
Mechanical Lead Gen
25:12Short term versus long termMechanical versus organicPhilip's MessageTomorrow I want to hear about your lead gen model and in particular the mechincal method. i think that's potentially a sticky, powerful term for you to use. it's evocative, but invites questions/conversation, which is great POV material---Notes on Mechanical Lead Gen Requires something you have direct control over Paid ads, regular ol' prospecting, Podcast Pipeline, intentional referral strategy Background: the best leads are the ones that trust you deeply and decide, on their own, that they want to work with you; only problem is that you have minimal control over the number of opps that come in this way organic v. mechanical = pull v. push The more you want to control your growth strategy, you'll need to add a mechanical channel, especially because it gives you predictability
If you were to start building your authority today, how would you do it?
33:43L - What I did then, What I'd do today Then: aligned with another entrepreneur, website, email newsletter, LinkedIn, specialized Today: Specialize, Outbound (LinkedIn + email), Content, SEO, paid traffic, event marketing
What happens when trust declines?
39:24(Philip here) This was a fun one! It's music to my ears to hear Liston say "I think you're right about that", and he said this a lot in this episode.I'm kidding a little bit, but it really was an interesting episode. We started out by acknowledging the decline in trust in institutions, but quickly started to explore the implications for us: Are content marketers partially to blame for this decline? After all, implicit in the publishing we do is the claim: "Trust us -- the little guy -- on this! You don't need those big slow-moving out-of-date institutions to help you, we've got you covered!" What role does The Great Fragmenter, social media, play in this decline? Does the world have a somewhat fixed amount of trust that it deploys wherever it can, and now that less of this "trust reservoir" is flowing to institutions, does that mean that more of it can flow to us? How do we earn new trust in a world where institutions have less trust to transfer us? This was a fun, interesting reflection on one of the big trends that Liston and I both see effecting indie experts in 2021 and beyond.
Email Newsletters Are Dead
37:12Continuing our flagrant clickbait-ifying of show titles, we talk about how email newsletters are dead. Over. Cooked. Kaput.We are really talking about one manifestation of a larger issue, which is the oversupply of information on the Internet, and how moving to a new format that you may have just started hearing about is not going to save you from having to deal with the fundamentals of figuring out how to create subscriber value.That was a fun episode for us!
Should Philip buy ads to promote his workshop?
31:48Liston likes to tilt at windmills. One of his favorites is trying to get +Philip to seriously consider using paid advertising to gain visibility for his workshop offerings.Today, Liston tries again, this time tempting Philip with a 30-minute walkthrough of how Philip might use paid Facebook advertising to connect with buyers for his Specialization workshop.Links:https://philipmorganconsulting.com/workshops/specialization-workshop/
Content is Dead
29:22Liston and I are wading into the shark-infested waters of speculating. Of bloviating about trends.The first trend we have something to say about today is content.
Philip's Live Streaming Experiment
36:02Philip has been... livestreaming. Does that mean he is surrounded by pulsating purple LED lights, grinding away at a first-person shooter?No. No it does not.It does raise some questions, though, as to why he has been livestreaming and what he hopes to accomplish by doing so. Answers in today's episode.Links:https://philipmorganconsulting.com/the-expertise-incubator/tei-curriculum/
Why you shouldn't sell to your audience the way you want to buy
41:21The curse of knowledge is a very versatile curse! It interferes with our ability to explain things to those who are less experienced than we are, and...as we become more sophisticated marketers, we develop a sort of hypersensitivity to certain commonly-used marketing methods. This, in a way, is a manifestation of the curse of knowledge, and it can interfere with our ability to sell stuff.Liston and I discuss this topic in today's episode.