I have lost count of how many times I have tried to write the same explainer about brand vs. direct response marketing for the indie consultant context.
The first one was 10,151 words in length: https://htmlpreview.github.io/?https://raw.githubusercontent.com/philipmorg/Marketing-For-Self-Made-Experts/master/chapters/temp-Marketing-for-self-made-experts.html
The most recent one is 5,447 words: /pov/brand-marketing-and-direct-response-marketing-for-indie-consultants/
There have been intermediate attempts as well, not just these two. I'd guesstimate that I've tried to overview this topic in some way or another between 5 and 10 times.
I can't prove to myself, much less to you, that this effort will pay off. The topic feels important enough to justify the effort, but it may not be. This is all speculative work I'm doing on developing my POV around brand and direct response marketing.
But I also can't think of a less inefficient way to get to the clarity I'm seeking.
When you start seeing all the ways that an unseen, unspoken, unquestioned drive for efficiency influences our behavior as indie workers, you can't unsee it.
The most efficient way to get paid something tomorrow is hourly billing.
The most efficient way to find a buyer quickly is to find buyers who are ready to buy.
The most efficient way to gain someone's trust is to tell them what they want to hear and (subtly) tell them they're a genius for wanting to hear it.
The kind of investing I practice and advocate is often at odds with a drive for efficiency.
I think it's going to work out OK.