Andy Black
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“Build your high ground”.
I’ve 15 years of IT, and 10 years of Google Ads. I stack one skill on top of the other and use my IT skills to build and analyse large and intricate Google Ads campaigns.
“Grow what you know.”
If you’re going to do something in addition to your current business, then make it another leg for the same stool, not a different stool entirely.
Like many of you I like variety and can suffer from shiny object syndrome. I try to leverage my natural tendencies rather than fight them.
I have clients, and this gives a lot of variety. Client services is my Done-For-You (DFY) offering.
I have a course and a paid email newsletter too. These are my DIY offerings.
I can produce the offerings for the DIY market because I’m *doing the work* for the DFY market. I’m a practitioner.
I’m told I’m good at simplifying things and good in front of camera. It therefore makes sense to figure out how to sell my video course via YouTube - especially since YouTube is another search engine and YouTube ads are a form of Google Ads.
Maybe I get good enough to offer YouTube ads as a premium service too? (I already have a few Google Ads clients asking for the occasional YouTube campaigns.)
See how I’m doing many different and new things, but stacking them all on top of each other, or adding new legs to the same stool?
How can you stack your skills and experience?
What other legs can you add to the same stool?
How can you build a high ground and not keep starting from the bottom?
EDIT Feb-2023:
All the above felt like I was spreading myself thin. I'm working to reduce offerings and increase focus.
I still believe in stacking your skills, experiences, and resources to create your high ground, and growing what you know.
But I now also like the line from Ready, Fire, Aim to focus on one avatar, one product, and one channel.
I’ve 15 years of IT, and 10 years of Google Ads. I stack one skill on top of the other and use my IT skills to build and analyse large and intricate Google Ads campaigns.
“Grow what you know.”
If you’re going to do something in addition to your current business, then make it another leg for the same stool, not a different stool entirely.
Like many of you I like variety and can suffer from shiny object syndrome. I try to leverage my natural tendencies rather than fight them.
I have clients, and this gives a lot of variety. Client services is my Done-For-You (DFY) offering.
I have a course and a paid email newsletter too. These are my DIY offerings.
I can produce the offerings for the DIY market because I’m *doing the work* for the DFY market. I’m a practitioner.
I’m told I’m good at simplifying things and good in front of camera. It therefore makes sense to figure out how to sell my video course via YouTube - especially since YouTube is another search engine and YouTube ads are a form of Google Ads.
Maybe I get good enough to offer YouTube ads as a premium service too? (I already have a few Google Ads clients asking for the occasional YouTube campaigns.)
See how I’m doing many different and new things, but stacking them all on top of each other, or adding new legs to the same stool?
How can you stack your skills and experience?
What other legs can you add to the same stool?
How can you build a high ground and not keep starting from the bottom?
EDIT Feb-2023:
All the above felt like I was spreading myself thin. I'm working to reduce offerings and increase focus.
I still believe in stacking your skills, experiences, and resources to create your high ground, and growing what you know.
But I now also like the line from Ready, Fire, Aim to focus on one avatar, one product, and one channel.
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Last edited:
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