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Practice Marketing Like a Strategist

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Unlock a growing library of tools, training, and a tight-knit community for independent marketing consultants.

Maybe this sound familiar…

You’re a self-employed marketing professional. You’re good at what you do and have been doing it a long time.

You’re deep in the weeds. Grinding out deliverables on a deadline. Feeling like a hamster on a wheel.

You need to move up the strategic ladder to survive.

…and if you don’t change now, AI will eat your lunch before you know it.

It’s time to do less grunt work and more big-picture work.

The kind of work that moves the needle for your clients… and commands a premium.

The problem is…

You can’t seem to sell strategy without the execution part that usually goes with it.

You’d like to be doing mostly strategic engagements.

To be a fractional CMO, consultant, coach, or advisor. But you can’t seem to shake the hands-on execution work that usually comes with it.

You want to document and sell your IP.

To turn your expertise into assets than can be sold as knowledge products, training programs, speaking engagements, or as compliments to your services.

You want to diversify your income.

To sell higher-leverage offerings that grow your bottom line without working more hours.

This curriculum will help you transition from selling low-value execution work to leading, managing, advising, and teaching as a strategist, not just a tactician.

Curious? Hope to see you inside!

—kevin

What You Get

⭐ Lifetime Access
mascotYou don’t “rent” the materials like with other memberships. When you join, you join for the lifetime of this product including future trainings and resources that get added later.

⭐ Slack + Zoom Community
mascotMembers get access to a private Slack community to exchange ideas and connect more deeply with other marketers. I also share examples, links, videos, private audio lessons, and more—exclusively within the community. We also do regular Community Calls so you can network and talk shop with other marketing professionals.

⭐ Templates & Training
mascotUnlock hours of live and recorded educational workshops with me and/or guest experts. You’ll also get access to the tools, templates, systems, and processes I use daily in consulting work.

Own the Archives

Unlock lifetime access to a growing library of resources and training.

Advisor Operating System

Get the essential templates, systems, and workflows you need to run your consulting engagements.

Templates

Advisor Operating System

Get instant access to everything you need to run an organized and effective consulting engagement

I. Business Admin & Staying Organized

  1. Organization & Workflow
  2. Consulting Revenue Tracker
  3. Proposal Template

II. Client Engagement Processes & Templates

  1. Client Kick-Off Email
  2. Client Discovery Questionnaire – 100+ Questions
  3. Call Notes Template
  4. Marketing Strategy & Channel Summary
  5. Buyer Personas
  6. Channel Summary
  7. KPI Spreadsheet
  8. Standard Operating Procedures

III. Methodology & IP Development

  1. Marketing Playbook (Trello Template)
  2. Client Operating System (Trello Template)
  3. Market Research (Airtable Template)
  4. Swipe File (Airtable Template) + Example

BONUS:

  • ConvertKit HTML Template + RSS to Email Automation Tutorial

And more are being added each month!

Additional Resources

  • Marketing Partner Rolodex — vetted freelancers, consultants, and agencies to refer implementation work
  • Inspiration Swipe File — examples of websites, landing pages, services, ads, and more to use in your business

Training Library

Unlock access to all past workshop recordings with over 45 hours of deep-dive training on specific topics (see full list here).

Audiolog: Private Podcast

Quick tips, ideas, and real-world-tested strategies to help you grow your business.

Implementer Rolodex

Struggling to find good people to implement your advice? Get access to a database of vetted marketing freelancers to help get the job done. From web and graphic designers, to developers, ad managers, copywriters, SEOs, and more.

Expertise Swipe File

Get access to a swipe file filled with examples of sales pages, newsletter tactics, service pages, websites, marketing tactics, and a whole lot more.

What’s Inside

Active paying members unlock access to the following resources (and future updates).

Training

Business Model Design

Designing your expertise business model

  • How to Package, Price, and Sell Custom Consulting
  • How to Design Productized Advisory Services
  • How to Sell and Deliver Single Strategy Calls
  • The Right Way to Sell Fractional CMO Services
  • Memberships, Subscriptions, and Community Offers
  • An Intro Guide to Mentorship as a Service
  • Intro to Selling Digital Knowledge Products
  • Selling Implementation Like a Strategist
  • Intro to Selling and Delivering Group Coaching

Marketing Your Business

Positioning, sales, and marketing

  • Intro to Business Development for Marketing Professionals
  • Marketing Fundamentals for Consultants
  • Sales Strategies, Tactics, and Mindsets that Convert
  • How to Use Writing to Attract More Clients
  • How to Choose a Niche for Your Marketing Practice
  • How to Gain Traction in a New Niche
  • How to Leverage Conferences & Events to Attract Clients (as a Speaker or Attendee)
  • Golden Goose Strategy: How to Leverage Other Audiences to Attract Clients
  • The 10 Laws of a High-Performing Consultant Website
  • Camera, Lighting, and Audio Setup for Your Home Office Studio
  • How To Use Video To Attract Clients
  • Video Basics: How to Record, Edit, and Publish Videos as Marketing
  • Copywriting Frameworks 101

Methodology and IP Development

Refining your methodology and turning it into intellectual property

  • Creating Proprietary IP Frameworks and Your Signature Methodology
  • The 5 P’s of Marketing Execution – Planning & People
  • The 5 P’s of Marketing Execution – Projects & Processes
  • The 5 P’s of Marketing Execution – Performance
  • Financial Acumen for Marketing Strategists
  • The Advisor Operating System—Organizing Everything You Do
  • Client Onboarding & Consulting Delivery Process

Guest Experts

  • How to Create Clean, Clear, and Convincing Website Copy and Messaging with Billy Broas
  • Leveraging Deep Insights and Long-Form Content to Attract Clients with Liam Curley
  • Unleashing the Power of AI and ‘Dark Data’ to Find Profitable Market Insights with Abi Awomosu
  • How to Negotiate Advisor Equity Compensation with Rod Burkert
  • Google Analytics 4 Workshop with Jordan Choo
  • The 5 Lightbulbs Copywriting Framework with Billy Broas
  • How to Rank Your Website in Google with Tsavo Neal
  • Personal Branding Techniques To Help You Become The Obvious Choice with Robby Fowler
  • How to Generate More Sales from ANY Email List with Dylan Bridger

And more are being recorded live each month!

Unlock more profit in your practice

Mindshare is all about the business side of running a successful marketing consulting practice. It’s about learning how to package and sell your expertise—not just your hands.

Membership is ideal for marketing professionals looking to:

✅ Deliver high-quality strategic marketing services that makes people never want to cancel with you.

✅ Sell your unique expertise with memberships, training, courses, templates, and other IP assets you can sell indefinitely.

✅ Become a trusted advisor to your clients and break free from the endless grind of deadlines, tasks, and deliverables.

✅ Make yourself AI-resilient with a business that evolves with the latest expectations.

✅ Make cash flow diversified and predictable with recurring revenue supplemented by high-value products and projects.

Get Lifetime Access

Sign up today and get lifetime access to all content, resources, and private community.

Mindshare Archives

$499

One-time payment. Lifetime access.

  • Lifetime access to the Mindshare Archives training, templates, and resources library
  • Access to live workshops with new recordings added to your library
  • Single-channel Slack access for networking, feedback, and peer support
  • Audiolog Private Podcast with insights and strategies to help your inner game
  • Quarterly community calls to network, talk shop, and ask questions

Unlock Access

Frequently Asked Questions

What if I need more help or help to implement?

You can join the (very reasonable) mentorship program which unlocks bi-weekly group coaching calls, a small group mentoring channel, and 1:1 private Slack DM access to Kevin so you can learn faster and discuss your unique challenges privately as they come up.

Is this really a one-time fee for everything?

Yes, it is. There are no recurring calls unless you’re looking for 1:1 mentoring.

What if I can’t make the scheduled Community calls?

If you have questions but can’t make the Community Calls, you can leave a message in the #community and I will answer it for you either in Slack, during the next call (you can watch the recording), or with a detailed audio recording.

Can I use your templates and processes in my own business?

Yes! You can use the templates and teachings for your regular consulting clients right out of the box, though I recommend editing it to make it your own. Reselling it or teaching it as your own to other marketers is not allowed, however. I consider this my IP and protect it accordingly.

Why listen to me?

Back in 2017, I came to the realization that I didn’t want to build a big agency.

I was doing web design and digital marketing for B2B businesses with a team of distributed contractors.

It was working, but it didn’t feel right.

Like you, I was doing too much, burning myself out, and could never really turn off my brain at night.

I was always on-call. Always thinking about the next due date. Always wondering why my margins weren’t higher at the end of the day.

My niche—owner-managed B2B services companies—was too broad. I had no real competitive advantage. No negotiating leverage.

I was making a good living but was working hard for it. I knew if I wanted to grow I had to make a change.

I could use my skills to build a “real” agency—with employees, project managers, and an office to bring it all together.

But the thought of that frankly didn’t appeal to me at all.

It was then I realized I could focus instead on the parts I enjoyed most—the strategy and leadership part of marketing.

I could then guide my clients to their goals as an impartial advisor and “producer” of sorts—that’s where the most value came from anyway.

The model immediately felt more aligned with my clients’ interests.

That’s when I began to phase my work into advisory model and never looked back.

The transition didn’t happen over night, but it’s been growing every year since and is now most of my income.

Since 2017, I’ve sold over US$1M in advisory services with an average retainer value of ~$3,500/month.

There’s a fair few advisory miles—or kilometres, since I’m Canadian—in my shoes.

I don’t pretend to have all the answers. But I do have experience to share and lessons to teach. And I’m still in the game, innovating on the model and sharing what’s working (or not working).

Join us on this journey.

—kw

100% money-back guarantee

If you’re not getting clear value, I don’t want your money. Notify me within the first 30 days and I’ll refund your membership fee in full.

 

Testimonials

“I started my business 2 years before working with Kevin. After a great start and lots of referrals, the business started to slow down, and I realized I had no idea how to grow it outside of “being lucky”.

I interviewed 5 potential coaches before choosing Kevin. I was looking for a real coach who would be there for me, push me out of my comfort zone and offer real impact; most of the other coaches either sold a pre-made program without many touchpoints or an approach based more on intentions than actions.

Since working with Kevin, I can actually say that I own my Sales funnel. Leads are coming in, I went from 0 prospects to a pipeline worth $40,000/ month. But the biggest change is my mindset; I went from feeling like a fraud to feeling like an entrepreneur, and it shows in everything I do.

This was the best investment I ever made.
—Émilie Carignan, Product Marketing Consultant

Before working with Kevin, my head was a complete mess.

I’d spent the past couple of years trying to build a solo business, promoting my brand on social, building an audience, and even though the vanity metrics looked good, I felt like I was getting nowhere. I was jumping from tactic to tactic, constantly tweaking and switching positioning, not winning the work and attention I felt was due. I was picking up work, but it was low-priced, adhoc and broad.

I felt like a fool as well. I’m supposed to be good at this. I’m a marketer, but I just couldn’t see the wood for the trees in my own marketing.

I decided to work with Kevin to help introduce some objectivity. I needed someone with marketing expertise who was a marketing expert himself, experienced in working with marketing consultants, and could get to know me well enough to give me the advice specific to where I want to go.

I think within 3 months of working with Kevin, I pulled in $9k of recurring revenue doing the work with the kind of clients I want to work with. I’ve got clarity on what my strengths are, my positioning, and a clear content plan to go out and deliver. This is just the start.

Kevin is calm, thoughtful, and generous. Basically, everything you’d want in a mentor.

This was absolutely one of the best business decisions I’ve ever made.

—Liam Curley, Content (“Insight”) Marketing Strategist

“Within a relatively short period of time, Kevin legitimately transformed my consulting business.”
—Doug Jones, Fractional CMO

Within six months, I doubled my already six-figure business, increased my average retainer size by 33%, and phased out of most of the tactical execution work I was doing before.”
—Mark Evans, Advisor and Fractional CMO

I recently lost a whale client, which was a huge blow to my income.

I returned to the drawing board, trying to figure out what to do next. But figuring out the next step was overwhelming. That’s when I reached out to Kevin for help.

He invited me to one of his group coaching calls. My most important takeaway? I was thinking too small. Kevin and everyone on the call guided me step by step, helping me clarify the offer I wanted to create.

I realized I didn’t have to stay stuck as a freelancer doing everything by hand. Kevin showed me how I could step into an advisory role or even position myself as a Content Producer/Director—someone who ensures that all the content aligns with a brand’s tone and strategy.

After the call, my mind was buzzing with ideas. Honestly, I am overwhelmed by his generosity.

— Pranav Kale, Content Strategist

I didn’t like the approach of many coaches out there but I immediately connected with Kevin.
—Theo Ohene, Growth Advisor

“I was impressed with Kevin’s structured approach to consulting. He provided practical frameworks that helped me shape my offering. Now I have a roadmap to keep making progress.”
—Stéphane Franceschini, Marketing Strategist

Going from in-house to fractional over the last few months has been like drinking from a firehose and it wouldn’t have been possible with the support/help from @kevincwhelan. If you’re doing consulting, advising, etc. or trying to, do yourself a favor and check him out.
—David Hoos, Advisor and Fractional CMO

“I managed to grow from being a freelancer with 1 agency client, to becoming an agency with 3 clients and contractors working for me in the space of 3 months.”
—Araminta Robertson, Content Marketer

“When I started working with Kevin I was charging $500 for website builds. One year later, I was selling websites for $7,000 and it’s only grown from there [to $10k+].
—Luke Netti, Webflow Designer

@kevincwhelan’s thoughts on this have been hugely formative. I’ve dug deep into your canon, Kevin! Thank you.
—Jordan Mogck

“As a graphic designer, I’ve been struggling to understand how I can transition into advisory services and how to position them. The workshop turned it all around for me. I sold my first advisory service within a month after it, tripling my usual hourly rate. “
-Veranika Lemeshava, Graphic Designer

“I had a sales call this morning and it was the most confident I’ve been… in explaining what value I offer.”
—Kristen W., Fractional CMO and Advisor

The Mentorship is a goldmine of digestible nuggets of real-world insight from somebody who’s earned his stripes in the marketing world.
—Taylor Mason, Content Strategist

In those 2 months, I’ve learnt more about marketing than I did at 4 years of college and one year in an agency.
—David J., Aspiring Consultant

When I first approached you with what I thought was a simple inquiry, I had no idea it would lead to such thought-provoking conversations.
—Barb H., Marketing Consultant

As an agency owner, I struggle with separating strategy and execution along with being another “me too” agency. Thanks to Kevin’s invaluable insights, I’ve been able to start that separation of strategy and execution [which has] helped build stronger trust between my clients and I, structure more profitable engagements and scale my agency faster
—Jordan Choo, Agency Owner

 

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