To stand out and build an audience as a company of one, you have to out-teach and outshare the competition, not outscale them. This approach has several positive outcomes. The first is that creating a relationship with an audience that sees you as a teacher sets you up to be perceived as the domain expert on the subject matter. If you’re teaching an audience about legal issues on the internet each week in a newsletter, they’ll begin to trust your insights, and then, as happened with Brian, you’ll probably be the first person they think of when they need to hire someone to help them with legal
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