Philip's Message: Tomorrow 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

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Mechanical Lead Gen

L - 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

If you were to start building your authority today, how would you do it?

(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.

What happens when trust declines?

Continuing our flagrant clickbait-ifying of show titles, we talk about how email newsletters are dead. Over. Cooked. Kaput.

Email Newsletters Are Dead

Liston 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.

Should Philip buy ads to promote his workshop?

Liston 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.

Content is Dead

Authority or Training

Should You Start a Podcast in 2020

Philip has been... livestreaming. Does that mean he is surrounded by pulsating purple LED lights, grinding away at a first-person shooter?

Philip's Live Streaming Experiment

Why you shouldn't sell to your audience the way you want to buy

Recently, Liston concieved, designed, implemented, and shut down a productized service in about 2 months time. During that time, he sold 2 clients on the service, and created+shipped a website, outbound email sequence, and sales deck for the service.

Learnings From a Productized Service

In today's episode, Liston and I tackle the question: is pain or gain the greater motivator?I (Philip) somewhat reluctantly arrive at a conclusion I don't want to after examining my own experience with change and motivation. Is pain the greater motivator?  How do you frame gain as the greater motivator? Why do you have to motivate people at all? Can you motivate? Does it matter if the marketer/salesperson motivates? Luxury brands seem to be selling status, aspiration, etc, not the lack of those things 

Selling Pain vs Aspiration

This episode is a fast-and-loose overrview of various approaches to email marketing.Liston and I start with describing the 3 forms of value creation that email marketing can be based on, and then move on to defining 5 sub-genres and the tradeoffs they each make among those 3 forms of value creation.Our notes from this episode, including links to the email lists we discuss: 3 forms of value creation reader/subscriber value traditional newsletter curation articles / blog / podcast / other  short-term monetary valueselling shit! long-term expertise valuefrequent emails to clarify your thinking different approaches are different tradeoffs between these 3 forms of value sub-genres: "news-surfer" Stratechery: https://stratechery.com/ Kevin Hillstrom: https://blog.minethatdata.com Ben Evans: https://www.ben-evans.com/ Scott Galloway: https://www.profgalloway.com/ "world-changer" Jonathan Stark: https://jonathanstark.com/ Seth Godin: https://seths.blog/ "ultimate curator"  Azem Azhar: https://www.exponentialview.co/- Morning Brew or The Hustle morningbrew.com thehustle.co  Tyler Cowen BIG by Matt Stoller "Teacher" Chris Ferdinandi: https://gomakethings.com/ David C. Baker: https://www.davidcbaker.com/ Blair Enns: https://www.winwithoutpitching.com/ Eric Davis: https://www.littlestreamsoftware.com/ Karl Sakas: https://sakasandcompany.com/ "The Student/Philosopher" Jason Bay: https://blissfulprospecting.com/ Philip Morgan: https://philipmorganconsulting.com Liston Witherill (sometimes): https://servedontsell.com 

Approaches to Email Marketing

Liston is in the middle of running an online event called ClientCon. What better time to find out what it's like to envision, plan, and execute a sizeable (30 speakers) online event?Of course, Philip starts with the question "what makes ClientCon different from the terrible 'online summits' littering the Internet?"Check out this inside look into what it takes to pull off an event like this.Links:https://clientcon.servedontsell.com/

Designing and Running an Online Event

Tom Chritchlow is an independent strategy consultant, and a wealth of knowledge about how to open up new opportunity with questioning. Read Tom's in-progress book: https://tomcritchlow.com/strategy/ Helsinki Lab's Recipes for Systemic Change: http://www.helsinkidesignlab.org/peoplepods/themes/hdl/downloads/In_Studio-Recipes_for_Systemic_Change.pdf Dark Matter and Trojan Horses: https://www.amazon.com/dp/B00BXZIMCY/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1 The Art of the Gig: https://artofgig.substack.com/ Stripe Partners: Strategy as a Network: http://www.stripepartners.com/wp-content/uploads/2016/12/Stripe_Partners_Strategy_as_a_Network.pdf 

Offline featuring Tom Critchlow (Part 2)

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.

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