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 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:

• Billy’s Website
• Billy’s Twitter

Books Mentioned:

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