Quick, what’s your agency's unique selling proposition? What’s your elevator speech?

If you’re like a lot of the agency CEOs I work with, you stumbled to come up with the answer. Or, maybe you stated the answer confidently, but the answer sounded something like this:

“We’re a full-service, integrated creative agency. What makes us unique is our team of talented brand storytellers who always put the client first.”

Yeah, you and about 120,000 other ad agencies in North America.

You deserve to be noticed!

But you need to do your part too. You’re responsible for making it as easy as possible for your best customers to find you.

This hit home for me recently when I got a phone call from one of my clients, the CEO of a small ad agency, to tell me that the agency’s positioning strategy, a strategy that I first suggested more than three years ago and have encouraged (and sometimes cajoled) him to embrace ever since, just won him a major piece of business.

Committing to that positioning strategy had been a psychological hurdle. It fit like a Savile Row suit, but it required him to put a stake in the ground, and that meant potentially saying “no” to revenue if it meant working with the wrong kinds of clients.

(And what are the wrong kinds of clients? Clients you work with only for the money, that don’t respect your expertise, and do nothing towards furthering the vision you have for your agency.)

Finding the right positioning for your agency can be emotional, soul-searching work, and emotion tends to cloud our judgment and compromise our objectivity.

But what if you had a way to remove emotion from the equation?

What if you had a step-by-step process to get you laser-focused on what makes your agency different?

What if you had an equation to lead you to a clear articulation of your value?

Look, you don’t have to have an airtight positioning strategy. Plenty of agencies stumble along without one.

But, when your agency has a strong strategic positioning, everything about business development gets easier.

  • It informs your ideal client profile

  • It anchors your point-of-view and shapes a content marketing strategy

  • It guides you toward the right decisions about whether to pitch an account or not

  • You’re confident in the value you offer

  • Your team will be more invested and less burnt-out.

  • Your pitch presentations are more focused and persuasive

Is this the year you regain control over your agency’s new business destiny