Over the years, I’ve done it “all”.
I’ve freelanced, run an agency, did training, paid speaking, coaching, mentoring, memberships, digital products—you name it.
Each of them have their own merits. But when it comes to selling marketing services, one general category stands out above the rest for me.
Let’s call it fractional services.
Freelancing generally means high labour and dealing with a lot of minutiae.
Agencies can scale but… who really wants to do that? Not me.
But then there’s fractional work.
And I break these down into two general buckets: fractional leadership (think fractional CMO or fractional head of content, for example) and advisory work or consulting.
The commonality between these models is leadership. Whether I am advising on or managing people’s marketing, the through-line is that I am leading the direction of their marketing (formally or informally).
It ends up being like a deconstructed agency.
We work with individual specialists who comprise small parts of a whole. Easily interchangeable parts. Parts that scale up or down as-needed.
And the best part? It’s actually aligned with the clients’ best interests.
In my experience, if something works better and is in the best interest of the buyer, it’s going to be a leading business model long-term.
Curious what I mean?
Learn more on my latest YouTube video.
—kevin