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The Special Marcoting Live Podcast

The Special Marcoting Live Podcast

De : Marco Novo
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 Marcoting Live is where authority is built, not claimed. Live conversations about positioning, personal branding and strategic marketing for creators and entrepreneurs who think long-term.

mfcnovo.substack.comMarco Filipe da Costa Novo
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    Épisodes
    • How to Build Authority as a Freelancer (and Stop Competing on Price)

      How to Build Authority as a Freelancer (and Stop Competing on Price)
      Feb 18 2026
      Most freelancers spend years getting really good at their craft — then spend the rest of their careers racing to the bottom on price. Jason Willis-Lee has spent 26 years proving there is a better way. A medical translator based in Madrid who trained as a doctor, pivoted to life sciences, and eventually built a consultancy teaching business skills to other language professionals, Jason is living proof that deep expertise combined with smart positioning beats generic visibility every time.Jason recently joined the Special Marketing Live Show to talk about authority, direct client acquisition, and how to survive — even thrive — in the age of AI. What came out of that conversation wasn’t a list of tactics. It was a coherent philosophy: know your edge, build a framework around it, and create assets that pull the right clients directly to you.Here’s the substance of that conversation, broken down into the ideas that matter most.The BRIDGE Framework: A System for Building AuthorityJason’s approach to authority isn’t vague. He’s codified it into an acronym he calls the BRIDGE — a framework he teaches, talks about across all his content, and builds his entire consultancy positioning around.B is for personal Branding. Your life, your story, your unusual combination of experiences — these are what differentiate you from anyone else on the market. Jason’s background as a medical student who became a translator who now coaches freelancers is unusual, and that unusualness is the point. If you try to sand those edges down to appeal to everyone, you disappear.R is for P2P Relationships — person to person. In Jason’s words, staying human is the most important message he has. LinkedIn, podcasts, direct outreach: all of it should feel like a real conversation between two people, not a broadcast.I is for Impact Content. You need to be publishing material that creates a response — not content for the sake of a posting schedule, but content that genuinely teaches, challenges, or provokes. This is the kind of content that builds an audience that actually wants to hear from you.D is for Data. You have to track what’s working and stop doing what isn’t. Build the habit of looking at numbers and leaning into signals from your audience.G is for Growth through expertise. Every single person reading this has a specialisation that, if articulated well, makes them the obvious choice for a specific type of client. The BRIDGE is built on exploiting that specialisation rather than hiding it.E is for AI Efficiency. Not AI as a replacement, but AI as leverage. Jason estimates he earns more per hour since integrating AI into his workflow than he did before. The work gets done faster. The quality, when you prompt well, stays high.The power of naming a framework like this is that it becomes a shorthand for everything you stand for. People remember names and structures. They don’t remember vague promises.Authority vs. Going Viral: Why the Right Choice Is Counter-IntuitiveThere is a constant temptation — especially on social platforms — to optimise for reach. Going viral feels like validation. A post with thousands of likes feels better than one with twelve, even if those twelve are the exact people who would hire you.Jason is direct on this: authority is the secret sauce. But building authority means making content that’s specifically for your niche audience, not for the algorithm. It means being willing to lose the casual scroller to keep the attention of the right professional.The image he uses is of a castle with a moat. If you build your personal brand correctly — if you lean into what makes you genuinely different and build a body of work around it — you become a category of one. Your competitors are outside the moat. Inside, you have no competition. The clients who want exactly what you offer will seek you out.Businesses that stall around the 2 million revenue mark, Jason notes, often break through not by changing their service but by building authority assets: a book, a signature framework, a piece of intellectual property that shifts how the market perceives them. That shift is available to any freelancer at any stage of their business.The Three-Part Client Acquisition System: Authority, Magnets, and Social ProofAuthority alone does not close clients. Jason breaks the acquisition process down into three components that need to work together.The first is authority — everything covered above. The second is magnets. You need something that attracts people towards you and gives them a reason to enter your world. This could be a PDF download, a video recording of a conference talk, a free chapter from a book. The key point: it should not be thrown together in twenty minutes. A well-crafted lead magnet builds an audience. A poor one damages your positioning.Jason’s own magnet is the first chapter of his book How to Find More Direct Clients — specifically the chapter on niching down, which he...
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      1 h et 5 min
    • The Perfect Match: How Wedding Photography and Marketing Strategy Share the Same DNA

      The Perfect Match: How Wedding Photography and Marketing Strategy Share the Same DNA
      Feb 11 2026
      In an eye-opening conversation with wedding photographer and marketing expert Jonathan Schuessler, we discovered that capturing unforgettable wedding moments and building successful marketing campaigns have more in common than you might think. With nearly ten years of wedding photography experience and seven years helping local businesses amplify their digital presence, Jonathan reveals how the art of being present without being intrusive translates directly into effective marketing strategies. Whether you’re a wedding professional looking to grow your business or a local service provider seeking to connect authentically with your audience, these insights will transform how you approach client relationships and content creation. The parallels between wedding photography and modern marketing are striking—both require understanding your audience deeply, being in the right place at the right moment, and capturing authentic stories that resonate.Why Wedding Photographers Make Exceptional MarketersJonathan’s unique perspective stems from his dual role as both a wedding photographer and marketing consultant for local businesses. Unlike other vendors who observe from the sidelines, wedding photographers must be “in between all the people” to capture genuine moments. This requires a chameleon-like ability to blend into the celebration while remaining alert to photo opportunities. The same principle applies to effective marketing—you need to be present in your customers’ journey without being disruptive or intrusive.The preparation process reveals these parallels clearly. Before a wedding, Jonathan conducts two critical calls: a fifteen-minute initial consultation to understand the couple’s vision, followed by a detailed video call with both partners to discuss every stage of the day. This mirrors the customer discovery process that every successful business should implement. He asks questions like “What’s your vision for the day?” and “What’s important to you?”—the same questions marketers should ask their target audience.Perhaps most tellingly, Jonathan requires an engagement photo shoot before the wedding day itself. Why? Because he needs to know the couple personally to photograph them authentically on their most important day. In marketing terms, this is your customer research phase—understanding your audience so deeply that your messaging feels like it comes from a trusted friend rather than a distant corporation. You cannot create compelling content or effective campaigns without truly knowing your customers’ hopes, fears, and desires.The Three-Call Framework: Building Trust Before the Big DayJonathan’s client onboarding process offers a masterclass in relationship building that any service business can adapt. The journey begins with a quick fifteen-minute call scheduled through a booking tool (he uses TidyCal, similar to Calendly). During this initial conversation, he focuses on five key areas: the couple’s vision, their priorities, their aesthetic preferences, their budget, and whether his approach aligns with their expectations. Critically, he explicitly states that it’s “totally fine” if they’re not a good fit—a refreshing honesty that builds trust immediately.The second call is more comprehensive and requires both partners to participate. Here, Jonathan shares his expertise about timing, group photo logistics, and day-of-the-event planning. He’s not just selling photography services; he’s positioning himself as a consultant who helps clients plan the entire visual experience of their wedding day. This consultative approach transforms the transaction from a simple vendor-client relationship into a partnership.The third interaction—the engagement photo shoot—serves multiple purposes. It helps the couple feel comfortable in front of the camera, allows Jonathan to understand their dynamics and preferences, and creates content they can use for save-the-dates or wedding websites. For businesses, this translates to offering value before the purchase. Consider what “engagement shoot” equivalent you could offer your prospects—perhaps a free consultation, a sample of your service, or educational content that helps them even if they don’t buy from you immediately.Content Creation Strategy: What Your Customers Actually Want to KnowWhen asked for content-creation advice, Jonathan shared a framework that cuts through the noise of social media marketing. His first recommendation? Ask your customer service team (or yourself, if you handle it) what questions customers always ask and what nearly stops them from booking. Better yet, create a post-purchase questionnaire asking, “What nearly made you not buy?” Then, create content that directly addresses these objections and questions.This approach is brilliant because it focuses on actual customer concerns rather than what you assume matters to them. As Jonathan points out, “No one’s interested in ...
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      52 min
    • Building Thriving Online Communities in 2026: Why Skool Is Changing the Game for Content Creators

      Building Thriving Online Communities in 2026: Why Skool Is Changing the Game for Content Creators
      Dec 31 2025
      In 2026, community won’t be a nice-to-have—it will be the critical difference between brands that grow and brands that disappear. While most online communities are loud, very few actually make a lasting impact. As social media platforms continue to change their algorithms and restrict features, content creators, educators, and entrepreneurs are discovering that building communities on platforms they don’t own is like building a house on rented land.In a comprehensive live discussion, me and community-building specialist Jim Fuhs explored why traditional social media groups are failing creators and how platforms like Skool (with a K) are revolutionizing the way we build, engage, and monetize online communities. If you’re a content creator, educator, coach, or entrepreneur looking to build meaningful connections with your audience in 2026, understanding the shift from volume-based content to community-driven engagement could transform your business model entirely.The Fatal Flaw of Building Communities on Social Media PlatformsFacebook Groups: The Illusion of OwnershipFor years, content creators have invested countless hours building Facebook groups with thousands of members, only to discover a harsh reality: you don’t own your community—Facebook does. Jim highlighted a critical turning point that occurred approximately two years ago when Facebook began systematically restricting group features that creators had relied upon.“Facebook started removing the ability to live stream into groups, then they limited how long your live videos would remain accessible,” Jim explained. “Creators who had built their entire community strategy around going live in their groups suddenly found their content disappearing after 30 days unless they jumped through multiple hoops to restore it.”The situation reached a crisis point when Facebook’s AI moderation systems began taking down entire groups overnight—sometimes groups with tens of thousands of members—for alleged community standards violations that made little sense. While many groups were eventually restored, the incident exposed the vulnerability of building your business on someone else’s platform.The most devastating consequence? Many of these community builders had never collected email addresses from their members. When their groups were threatened, they had no way to communicate with or recover their community outside of Facebook’s ecosystem.LinkedIn Groups: The Missed OpportunityLinkedIn groups represent an even more dramatic failure in the community platform space. Despite being acquired by Microsoft with significant resources behind it, LinkedIn has never properly invested in making groups functional or valuable.“Every once in a while, I’ll check LinkedIn groups I’m part of—groups with thousands of members,” Jim noted. “If somebody has even posted recently, which is rare, the engagement is practically zero. They’re all ghost towns. LinkedIn had a huge opportunity and completely missed it.”The pattern is clear across both platforms: when you build your community on social media, you’re subject to their priorities, their algorithm changes, and their business model—none of which are designed to help you build meaningful, lasting relationships with your audience.Why Most Online Communities Fail: The WIFM PrincipleBeyond platform limitations, many communities fail because creators lose sight of a fundamental principle: WIFM—What’s In It For Me (from the member’s perspective).The Broadcast TrapJim identified the most common failure pattern: “Where communities fail is people forget what their community was supposed to be about. They stop asking ‘What value am I providing to members?’ and it becomes more of a broadcast channel—essentially a social media profile under a different name.”A true community needs to:* Solve specific problems for its members* Provide valuable resources that help people get better at something* Foster genuine connections between members, not just between members and the creator* Create engagement opportunities beyond passive consumptionWhen your community successfully helps members overcome obstacles and achieve their goals, those members become your best advocates, inviting others who face similar challenges.The Time Investment RealityAnother reason communities fail is that creators underestimate the ongoing commitment required. You cannot create a community and do nothing. Building a thriving community requires:* Consistent content creation that addresses member needs* Active engagement and response to questions and discussions* Regular events or touchpoints (live sessions, Q&As, workshops)* Curation of valuable third-party resources* Recognition and elevation of active community membersThe algorithmic challenge compounds this issue. On platforms like Facebook, if the algorithm doesn’t surface your community content in members’ feeds, and members don’t check their email...
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      1 h et 9 min
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