(Ebook) The Positioning Manual for Indie Consultants: Find the strategic beachhead that will amplify your visibility, momentum, impact, and profit. by Philip Morgan ISBN 9781736797532, 1736797530

(Ebook) The Positioning Manual for Indie Consultants: Find the strategic beachhead that will amplify your visibility, momentum, impact, and profit. by Philip Morgan ISBN 9781736797532, 1736797530

...and that's why they're not your clients yet. They're the clients ofother, more visible, more trusted,more successfulconsultants. You can fix that.

These more successful consultants are not smarter than you. They're probably not harder working.

They probablyhavespecialized in a way that makes it easier for them to earn visibility and trust from great prospects who then become great clients.

You can make an important decision you have been avoiding; a decision that will change everything for you. You can specialize.The Positioning Manual for Indie Consultantswill help.

Specializing your indie consulting business has obvious benefits (visibility, momentum, impact, and profit) and non-obvious obstacles (fear, ineffective approach to deciding). This book uses asystematic approachto help you navigate those obstacles.

In guiding business owners through this process of specializing, I’ve observed 3 patterns that describe how they make the decision. We tend to do one of these:

1. Leverage a head start.
2. Pursue an interest in serving a particular kind of business or solving a particular kind of problem.
3. Pursue an entrepreneurial thesis.

A head start is some relative advantage that you possess. Building on an advantage is a specialization accelerant and a risk reducer.

Head starts generally take the form of one or more of these advantages:

- A significant depth or quality ofaccess, or large number ofconnections, to a target market.
- A significant amount ofcredibilityin a market vertical or within a certain audience.
- A significant depth ofexpertisein some area.
- A significant depth ofinsightinto a target market’s needs or business realities.
- A significant ability to earntrustfrom prospects or clients.

You can specialize without any particular head start, but if you ignore a significant head start, you’re making more work for yourself. You might decide to do this for good reasons, but understand what you’re giving up by ignoring that head start.

- If you want to understand how specialization works before diving in
- If you benefit from a systematic approach
- If you don’t know how to choose a specialization
- If you don’t know what to do once you’ve specialized…

thenThe Positioning Manual for Indie Consultantsis for you. You’ll learn:

- What marketing actually is (for indie consultants, not product companies)
- How specialization and positioning relate to marketing
- The benefitsandthe risks of specializing in a platform
- What marketing infrastructure helps you earn new visibility
- The way fundamental marketing labor relates to specialization
- How to choose the right beachhead for your business
- How to navigate the risk of specializing
- The tradeoffs in the 5 ways of specializing
- The valuable opportunity that being bad at marketing presents

The Positioning Manual for Indie Consultantscan be read in a weekend, or a few hours if you power through it. Illustrated with visualizations of the important concepts and models introduced through the book's readable, friendly text, this book helps you become your own "positioning consultant" and make the critical strategy decision that unlocks a more successful version of your business.

Your best clients lie ahead of you. You don't need to be smarter, more extroverted, or more confident. You need to make one simple-but-challenging decision abouthow exactly to focus your business.The Positioning Manual for Indie Consultantsis the best tool to help you make this decision and find your best clients.