PODCAST · business
How to Sell Advice
by Kevin C. Whelan
A podcast helping independent marketers how to build a leveraged and profitable practice.(This podcast was formerly named Mindshare Radio)
Episodes
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210. From Freelancer to Marketing Strategist with Jordan Mogck
In this episode, Jordan and I talk about his transition from freelancer to strategist, how he found his niche working with Amish farmers, and more. • Transitioning from freelancer to strategist (and the steps he took in between) • How he repositioned himself to sell more strategic offerings •...
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209. Going from employee to consultant with Reza Saeedi
I recently interviewed Reza Saeedi—a marketing strategist and former Director of Marketing at On Deck—about his transition from employee to marketing advisor to employee again with advising as a side venture. In this episode, we chatted about things like: How Reza got into marketing and…
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208. My content publishing and distribution framework
So, you want to publish content to attract clients. Do you start a blog? Hammer out posts on LinkedIn every day? Start a YouTube channel? A podcast? Good question. I get asked it a lot. In fact, someone in Mindshare asked me about it again today, so I thought I'd break out my mental model for how…
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208. Brad Hussey on evolving from web designer to creator/educator
I recently had the privilege of interviewing Brad Hussey—a former web designer turned creator, educator, and community builder. In this episode, we talk about things like: How he made the leap from employee to full-time web designer How he successfully sells web design courses on platforms like...
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207. Reuben Swartz on the mindsets and strategies of successful selling
The other week, I chatted with former software consultant turned CRM SaaS owner, Reuben Swartz about how to do sales in a way that doesn't feel like selling and instead sets up your relationships for success. In this episode, we chat about things like: Why traditional sales processes don't work…
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206. Building an expertise business around a proprietary framework with Billy Broas
Do you have a proprietary framework or methodology you can build an entire business around? I recently recorded a podcast with Billy Broas, a copywriter, advisor, and educator who has built a business around his proprietary messaging framework, The Five Lightbulbs. In this episode, Billy and I...
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205. How to Sell Advice and AdvisoryWork.com—Mindshare is rebranding!
I recently decided to rebrand the Mindshare franchise (can I call it that?). Listen in for all the details! —kw
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204. Tsavo Neal on how to get more clients through your website with SEO
Do you focus much on optimizing your website for search engines? Personally, I don’t really do much beyond the basic best practices. My strategy has been more focused on email, social media, and Golden Goose tactics to build awareness for what I do. But a part of me feels like I’m missing...
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203. Mark Evans on the unique challenges and methodologies of fractional CMO and advisory work
A few weeks ago, I invited Mindshare member and long-time marketing consultant, Mark Evans, to talk shop with me about the business of marketing consulting and fractional CMO work. This was a really fun episode. We went deep into the nerdy nuances of fractional/interim CMO and advisory work. Some...
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202. The highest leverage thing you can do in your freelance or consulting practice
The other day, I replied to a Twitter friend's (@RodBurkert) open question: My question: What is the 'right next best thing' you should do to create the biggest leverage and productivity boost for your practice? I replied with the following: Taking the expertise in your head and putting it into...
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201. The dichotomy of advice
It's easy to believe that as advisors, we get paid to have all the answers. We feel like to add value, we need to be able to tell people what to do. What if instead, our value came from things like: Asking good questions Having good taste Running ideas through your filters Pattern matching…
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200. Kevan Lee on part-time advisory work, mentorship, equity compensation, and more
I recently interviewed Kevan Lee, the former VP of Marketing at Buffer and currently Senior VP of Marketing at Oyster. Kevan is a wealth of knowledge when it comes to leading tech startups to significant growth. To give you an example, he helped Buffer go from $5m to $20m in annual revenue and...
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199. The three core ways to get more consulting clients
You may be a rock star when it comes to marketing your clients' business. But when it comes to your own, it might be an entirely different story. And you know what? That doesn't make you a bad marketer. It's incredibly hard to market yourself—especially if you don't have a system to follow. In…
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198. Lowering the barrier for email
What if the way to get your emails read and subscribers to stay subscribed was to lower the bar a little? Not in terms of quality, necessarily. But in terms of format or type. Instead of trying to write a grand theory of mathematics every time you publish, what if we treated email more like…
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197. How to put your advisory clients at the epicentre of your business
The most successful businesses have a high degree of customer-centricity. Think Amazon or Google—they're absolutely relentless about the customer experience. And in the consulting world, the most successful advisors are the ones who have a high customer-centricity and low self-orientation. Not…
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196. Iteration and innovation is the only way
The odds of you succeeding with new ventures or ideas out of the gate is low. It’s not fun but it’s true. Even if your idea is good, it might be adjacent to the one the market wants. A small set of tweaks and iterations to the format, offer, or audience might just be what it needs to take off.…
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195. Selling confidence
Do you ever stop to wonder what it is we are really selling as consultants? Are we selling a website, strategy, or brand identity? Yes... and no. Those are features of our work. And people don't really buy features. Maybe we are selling new customer growth? Better retention? Ease of use? Those…
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194. How to avoid the "employee" trap as a fractional CXO
It's incredibly easy to get sucked into being an employee-like figure when you do fractional leadership work. When I first got started as a fractional CMO, I basically had two part-time jobs. The money was good but I worked HARD. I knew I needed to create better parameters. In this episode of...
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193. Two ways to think about positioning
This post originally appeared at https://kevin.me/ways You can think about niching in a lot of ways. In many cases, the tighter you go, the easier it can be to sell what you offer. People are swimming in options, they want specific when they can get it. So there are two angles to consider when...
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192. Why I don't position myself as a fractional CMO
I don't position myself as a fractional CMO. I might have a fractional CMO service. Or in a sales conversation, I may say that I'm like having a part-time CMO on your team. But I don't call myself a fractional CMO as my top-level positioning. I'm a consultant. I'm an advisor. I help companies…
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191. Noticing your quiet inner voice (and what to do about it)
What is your quiet inner voice telling you? The one that whispers. You barely notice it at first. But when you do hear it, you're inspired. Should you explore it? Maybe you don't take it seriously at first. Maybe it feels like a pipe dream. It's not always rational. Sometimes it's idealistic....
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190. Analyzing where my advisory clients come from (a general vs. niche business comparison)
In this episode, I break down where my advisory clients came from. I also compare my niche (Everspaces) vs. general consulting clients came from to see if there was a difference. And let me tell you, it was enlightening. Do you analyze where your clients come from? Give this a listen and let me...
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189. What to do if nobody is buying your productized services
Are you having trouble selling your productized service? In this new episode of Mindshare Radio, I break down the four main things to consider when trying to fix the problem. Give it a listen.
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188. Predicting the future of in-house and outsourced hybrid marketing teams
Companies are hiring in-house and outsourced marketers differently than they did before. I'm seeing less reliance on using a single in-house marketer or even one full-service agency to "do everything" for them. Marketing has gotten too broad with too many specialties to work like that. But…
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187. Why you may want to offer multiple price options
When a client requests your services, it can really help to have multiple options at different prices. You can do this with a product or service ladder at different prices and scope, or you can create multiple options in your custom proposals. In this episode, I break down the reasons why you may...
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186. What to do when clients don't take your advice
What do you do when clients give you advice but then do their own thing anyway? In this episode, I talk about why this happens, how to prevent it from happening, and how to both give and get the best possible advice. —kw
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185. Twitter growth strategies and memes-as-marketing with Dagobert Renouf
I interviewed Dagobert Renouf of Logology last week on how he's been so successful on Twitter. Dagobert is extremely active and publishes a meme every day of the week, which is a big hit for his 30k+ audience. But like any successful story, there's an underlying mindset and strategy that makes…
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184. "In order to do this right..."
It can be nerve-wracking to propose a project that is more expensive or takes longer than a client is asking for. Our first instinct might be to charge the bare minimum to get the job done. Or to promise the most ideal timelines—assuming nothing will go wrong—to win the deal and avoid pushback…
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183. Why I'm allowing myself to stop publishing daily
I recently decided to switch from daily publishing to a more flexible format. In this episode of Mindshare Radio, I break down the reasons why I started publishing daily in the first place (549 days ago) as well as the reasons for giving myself permission to publish whenever I want. I'm still...
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182. Customer surplus and price to value ratio
When you price your services, there's something called customer surplus to consider. Customer surplus, in this case, means the amount of profit your customers gain after deducting your costs. Not all profit is financial, but it's easier to think about it in financial terms. On the one hand, you...
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181. "What if my marketing budget doesn't allow me to implement your advice?"
Mindshare member, Sean, had an interesting objection while selling his advisory services. This is a common question when selling advisory work, so it's worth unpacking this and other follow-up questions Sean had. "What if my marketing budget doesn't allow me to implement your advice?" In this...
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180. How narrowly should you niche when starting out as a consultant?
Mindshare community member, Jack, had a great question about how narrow to go with your niche when just starting out as a new consultant. Here's the gist of his question: I'm currently in-house at what would probably be classed as a B2B manufacturer. The plan is to step into strategy/advisory...
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179. How to properly categorize your products and service
Mindshare Pro used to be a premium upgrade to the free Mindshare Community membership. But in my opinion, that was a mistake. It should have been positioned as Group Coaching. And the templates/resources should be categorized separately as knowledge products. In this episode, I talk about...
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178. The relationship between hourly and commodity work
On a long drive today, I re-listened to some of the book, The Passion Economy, by Adam Davidson. It spoke to me the first time I read it. It's about craftsmanship in your business and working on something you're passionate about. It's about the power of building small-scale, high-quality work...
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177. The right amount of work
How much work should you take on? When does the quality of your work suffer? What are the ethical implications? I talk about this and more in today's episode. —kw
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176. The story of the car detailer
A while back, I had my car detailed at a new shop around the corner. When I called to book, the new business owner asked how dirty it was. I said it was decent but it had some dog fur in parts of the back seat. He grumbled and told me (reluctantly) to come in. They were closed a few months later....
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175. The problem with generalist positioning
There are a lot of problems with having purely generalist positioning. The main one, though, is that potential clients don't know what you're actually good at. So they're left to figure that out for themselves—and there's no way to tell what you're actually good at until they work with you. And…
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174. Cleaning up
I cleaned my office today and I felt a lot better. More clear-thinking. Strange how your environment can affect your mental state. And to me, this is analogous to all areas of your business. For example, cleaning out expenses you no longer use. Or services that are not profitable enough. Or…
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173. Are your prices negotiable?
I had a window installer come by recently to quote new windows on my house. When I asked how the process works, he told me he'd educate me on the products, size the windows, give me a quote, then I'd "beat him up" on price, and then we'd make a deal when we figured out the details. The throwaway...
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172. How to publish more consistently
One of the things I've noticed about myself is that when I don't have a fixed publishing schedule, it's easy to push it off for long periods without publishing anything. Just like exercising, the longer you don't publish content, the harder it is to get going again. I noticed this recently with...
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171. Time for yourself
Could you take one day off client work per week to work on your business (and yourself)? I've been doing that for the past five weeks and it's been incredible. In this Mindshare Radio episode, I talk about how and why it might just be the best thing for you, too. Listen on the web or subscribe on...
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170. Building around your super-consumers
Super-consumers are the 10% of your customers who account for upwards of 50% of your profit. All industries have them. All of us are super-consumers of at least something. It's true. And for very logical reasons. In this episode, I break down the concept as coined by Eddie Yoon in his book,...
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169. Thinking like an agency
There's a common misconception that marketing advisors don't execute. The reality is, we do execute. We just don't use our hands nor manage the minutia. In this episode, I talk about how to think like an agency (even if you're doing advisory work). At the end of the day, you're responsible for...
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168. Marketing from a standstill
What do you do when a client comes along looking for your help, but until now, they haven't been doing much (or any) of their own marketing? Do you take on the work, turn it away, or do you use this as a chance to educate them on what to expect? Personally, I prefer the latter. And if it seems…
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167. Permission to change your mind
> Click here to join the conversation on this episode in the Mindshare community. Your thinking will get updated. You will try things that don't work. You will pivot your advice based on what works. In this episode, I give you permission to change your mind and update your thinking—regardless of...
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166. The 5 major problems with doing execution work as a marketing consultant
> Click here to join the conversation on this episode in the Mindshare community. One of the biggest challenges I hear from marketing consultants is getting stuck doing execution work. Managed advisory services/fractional CMO is a great way to ease into advisory work. In the short-term, it can be...
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165. Ditching execution revenue to sell advisory services
> Click here to join the conversation on this episode in the Mindshare community. Are you a freelancer or agency owner looking to sell advisory services in addition to or instead of execution services? If so, are you willing to stop earning money on execution so you can become a "trusted advisor"...
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164. The constraints being a fractional CMO
> Click here to join the conversation on this episode in the Mindshare community. If you've done any fractional CMO/freelance head of growth/managed advisory work (as I like to call it), you'll quickly notice how much it limits your time to work with multiple clients and do your own marketing. In...
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162. Three ways to get clients to take your advice
In order to be successful as an advisor, you need to be able to: Prove you're worth hiring for your knowledge in the first place Reinforce why you're worth listening to after they hire you If you have difficulty selling advisory services, or if clients stop listening to your advice during your...
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161. Why you should have (and stick to) a core process
> Click here to join the conversation on this episode in the Mindshare community. It can be tempting to ignore all or parts of your core process with a new client. You might find yourself jumping into an engagement head first, reacting to demands and/or responding to tactical projects already in...
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Frequently Asked Questions
How many episodes does How to Sell Advice have?
How to Sell Advice currently has 202 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is How to Sell Advice about?
A podcast helping independent marketers how to build a leveraged and profitable practice.(This podcast was formerly named Mindshare Radio)
How often does How to Sell Advice release new episodes?
How to Sell Advice publishes regularly with 202 episodes available. Check the episode list for the typical release schedule.
Where can I listen to How to Sell Advice?
You can listen to How to Sell Advice on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts How to Sell Advice?
How to Sell Advice is created and hosted by Kevin C. Whelan.
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