May 17, 2018
“How can I target more than one vertical simultaneously?” and more...
In today’s group coaching session, we had a bunch of good questions that touched on topics like:
- Knowing when it might be time to give up on a vertical
- How a generalist might “target” more than one vertical simultaneously
- Possible benefits (gasp!) of tracking one’s time
- A few options for handling pushy clients who feel everything is urgent
- How to make technical content marketing more appealing to non-technical buyers
- The importance of organizing your content marketing around a central theme
You can review the full list of questions here, but here’s a sampling:
I’m a bit stuck - my “generalized” consulting practice is approaching multiple 6-figures with only a handful of clients, and my foray into specialization is proving to be a big demand on time and mental bandwidth. My hunch is that I’m not solving an expensive enough problem and the road to profitability on that front is long. Should I focus on my more lucrative consulting and reconsider my vertical specialization? Or keep pushing on my daily emails until something clicks? (timestamp: 2m 11s)
My client paid for a project 6 months ago and never got around to doing the pre-requisite work. He is done now, can be very pushy and everything is urgent for him. I pushed back on him because I did not want to him to control my time even though the specific task was small. What’s the best approach for handling client expectations like this? I am having trouble organizing my time better with multiple clients. (timestamp: 27m 23s)
How would you structure content marketing if your product is technical but the purchaser is probably nontechnical? Example: I’m looking to provide backups for SaaS apps as a productized service. I could write about how I would back up a MySQL database, or how I would help you design a disaster recovery plan (understandable by nontechnical folks). Some people have said devs will refer you to their boss, others have said “that never happens.” (timestamp: 42m 4s)
Do you have questions like these that you’d like to get answered?
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(Note that all recordings have timestamped links from each question to the spot in the video where I answer it, so you can jump right to the answers you care about without sitting through 19+ hours of video.)
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Yours,
—J
P.S. Would you like to see a sample of what group coaching is like? Here’s a link to a public session I ran late last year: