You were born to pitch badly. Not because you lack intelligence, creativity or genuine expertise. But because if you’re an agency leader, you’re stuck with pitching abstract services and this requires a kind of communication that runs completely counter to your instincts as a professional communicator. Here’s how to fix it.
Read MoreWe know we need to communicate clearly to our prospects. And yet, agencies keep reaching for phrases like “data-driven decisions,” “client-first process,” and “relentless problem-solving.”
These high-level abstractions communicate little and might even be doing more harm than good.
Here are 10 common phrases I see all the time, along with some clearer, more grounded alternatives. Not perfect but hopefully a little more helpful.
Read MoreThe truth is very little truly separates your agency from your competitors. What if the point isn’t to be different—but to be distinctive?
Read MoreIn a new business pitch, every word, visual, or idea you share either builds trust or adds to the client’s sense of risk. Your job isn’t just to demonstrate competence. You must lower the perceived risk while increasing confidence that hiring your agency is a safe choice.
Read MoreAgencies often fixate on a case study’s format—video or written, long or short—but the real question is how well the case study engages its audience. A case study is only as effective as the story it tells.
Read MoreIncrease your chance of winning by positioning yourself as the expert in the room.
Read MoreYou are in control of what your agency says and does to demonstrate its expertise to prospective clients. The challenge is that this creates a narrative in the marketplace, which you have less control over. Here’s how to ensure your prospective clients perceive you in the light you want to be perceived.
Read MorePartnering with another agency can be a great way to leverage your time and talent to pitch more new business, but it comes with risk if you don’t establish the right systems, just as you would for any other sales effort.
Read MoreThe standard agency credentials deck is not a good performer in the meaty middle of a sales cycle when you need to persuade, offer insights, and thoughtfully react to your prospective client’s cues. Here’s a better option.
Read MoreWinning a new business pitch hinges on your ability to communicate that your agency is more qualified to do the job successfully than your competitors. But there’s a fundamental disconnect between how we transmit our message and how our audience receives it.
Read MoreIf you had the chance to snag a conversation with your ideal prospect, who would that prospect be? And what would you tell them about your agency knowing that you’re guaranteed to have their attention for a moment but it’s up to you to keep them interested?
Read MoreAgency new business doesn’t work well as a democracy. It’s better when it’s a benevolent dictatorship where all ideas are heard and considered but, ultimately, one person makes the judgment call.
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