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Your Ideal Client Doesn’t Care about Your Agency’s Credentials

Your Ideal Client Doesn’t Care about Your Agency’s Credentials

Do you know who your ideal clients are?

When I pose this question to the agencies I work with, they usually summarize information like job titles, types of companies, and professional responsibilities.

It's an accurate answer. Nothing wrong with that, right?

But, when you rely only on data like this, the basis of your pitch becomes a set of facts and figures. You recite your credentials, erring on the side of more information, rather than less. After all, you want to demonstrate your thoroughness and ability to anticipate their every need.

The thing is, we buy based on emotion. In fact, the more complex a buying decision, like evaluating a new agency, the more likely it is that we rely on feelings versus details. It’s an emotional short-cut, a “gut feeling,” that indicates we’re making the right decision.

It’s not that your agency credentials aren’t important to your prospective clients. Your prospects use them to rationalize their emotional gut feeling. The mistake some agencies make is neglecting to think about their prospects as irrational, emotional creatures.

You're a sophisticated marketing practitioner, so this is stuff you already know and likely apply in your work every day. I'm sure you would never agree to develop a marketing strategy for a client without a detailed customer persona.

 So, do you know who your ideal client is? Read more.