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 unpack the Five Lightbulbs and then go deep into how his business works, how he gets clients, and a lot more.

We discuss things like:

Why having a proprietary framework like the Five Lightbulbs is key to selling advice
How he leveraged his IP into courses, books, and other more leveraged ways
How he evolved his business from doing to advising and now teaching
Selling custom services with some productization on the back end
Why he focuses on the evergreen fundamentals of marketing and not just the “new thing”
How products get better by empathizing with and better understanding the customer
Why we should systemize and codify our expertise that outlives you
How teaching other audiences—i.e. industry software companies—leads to more business (Golden Goose Strategy)
How teaching courses and programs can lead to consulting engagements with students
How writing simple emails on a single topic under your own name works well as a format for email newsletters
How to fold the Five Lightbulbs framework into your emails and other marketing materials

Find Billy Online:

Books Mentioned:

Selling the Invisible by Harry Beckwith
Breakthrough Advertising by Eugene Schwartz
Authors like:
- Gary Halbert
- Victor Schwabb
- Joe Sugarman
- Claude Hopkins

Finding The Way, Part II: The thrill of the Camino and the agony of the feet.