Newsletter Archive
Strategies, frameworks, and stories to help you escape founder-led sales and scale through specialization.
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728 articles in the archive
4 Steps To Targeting A New Vertical for Your B2B
Ready to target a vertical? Follow these 4 steps, look within, get the numbers, know your customer, and test campaigns, to launch with real confidence.
Ready, Aim, Fire!
A common mistake for marketing and sales leaders: not agreeing on success metrics before the quarter begins. Too much "ready, fire, aim." Not enough real aim.
Mastering the Art of Selling to Franchises
A masterclass on selling to franchises. Dawn Kane, CEO of Hot Dish Advertising, shares how 80% of new business came from word of mouth within the franchise community.
Don't be the generalist, be the specialist.
"Specialists get paid more than generalists." Learn the pick-two rule behind expensive problems, fast, right, or cheap, and why buyers usually sacrifice cheap.
Marketing to everyone
Generalist Challenge #4: market to everyone, and you market to no one. Learn the 5 consequences of unfocused marketing, and why targeting your best-fit customer fixes them all.
Connectors help you build credibility and trust
Leverage the natural influencers others turn to when deciding which vendor to work with.
6 Real-World Challenges Of Going Too Broad
And 6 things you can do.
Answers to your questions about cookies
I'm sharing some of my responses here
Innovate or Die ✌️
Generalists are too busy trying to be good at everything, leaving little time to innovate. Learn the 5 real costs of that, and why specialists innovate proactively.
10 Reasons Why You Should Focus on a Vertical Market
Every successful founder who went from generalist to vertical specialist says the same thing: focus makes everything simpler and better. See what becomes obvious once you narrow.
BombBomb's Journey in Real Estate Vertical Market Growth
Ready to unlock growth for your bootstrapped SaaS startup? Ethan Butte of BombBomb shares how vertical focus in real estate drove growth to over 75,000 active users.
Two Categories of Competitors
When you have a vertical market focus, you face two types of competitors: generalists and vertical specialists. Learn why positioning against each requires a different approach.
Why You Must Define "Best-Fit" Before You Can Attract It
What if you could fill your business with best-fit clients? Success starts with a clear vision of who they actually are, defined specifically before you can attract more.
Why Generalism Quietly Erodes Client Intimacy
Is being a generalist hurting your client intimacy? It probably is. Learn how shallow, generic support leads to weaker relationships and fewer referrals.
The More Jargon...The Better
Trying to decide which vertical to focus on? Consider one with heavy jargon. Learn why mastering insider language signals you belong, and why competitors won't bother.
The Rule of 7
When all else fails, increase the frequency of your offer. Learn the Rule of 7 and why leads often need to see an offer multiple times before finally converting.
How to learn from your competitors
Want better marketing results? Keep an eye on competitor messaging. Learn why what they choose to say reveals real insight into the buyers you both share.
Sell the transformation through testimonials
Are your testimonials transactional or transformational? Learn the "From/To" framework for testimonials that sell the real transformation clients are buying.
Why List Prep Work Pays Off Before Outbound Launch
List building isn't sexy, but growing revenue is. Learn how prioritizing leads for acute pain and affordability improves conversion before you even launch outbound.
$1M in cookies and 10x ROI: Lessons Learned
$1M in cookies sent to sales prospects over 6 years revealed 6 things needed to drive real ROI from outbound, from vertical expertise to persistence and patience.
Transform cold outreach into a warm outreach with one step
Why does outbound fail so often? Because it's cold. Learn why sending a unique, striking gift that leaves an impression transforms outreach from ignored to opened.
Is Being a Generalist Harming Your Growth?
Why is being a generalist harming your growth? Learn 4 reasons, from resource allocation to data management, and why specialists systematize far more easily.
Am I About To Get Fired?
"Will my other clients fire me after I specialize?" A reasonable fear, but the reality is they don't care about your new focus, they care about the service they already expect.
Generative AI for Agencies: A Threat or An Ally
Russ Perry, CEO of Design Pickle, shares effective strategies for agency owners navigating generative AI and ChatGPT, from prompt engineering to creative ideation.
“Is this a good fit for my agency?”
I partner with founders who want to build something meaningful, not just a busier agency, but a stronger, more scalable business.
You’re likely a strong fit if:
- You’re generating $1M–$20M+ annually
- You want to lead your market, not blend into it
- You’re thinking about long-term scale, not short-term tactics
- You want a growth engine that doesn’t rely on you
- You value clarity over complexity
- You’re open to advanced growth levers, including acquisitions
Escape Founder-Led Sales With My Free Book
My bestselling book Anyone Not Everyone reveals the positioning and outbound system that helps founder-led agencies create predictable, scalable growth.
Endorsed by Aaron Ross, Alan Dibb, Dr. Benjamin Hardy, and many other top thinkers in the agency world.