Why Prospects May Not Understand Your Pitch (Even If It’s Good)

We 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.

Agency Credentials, Pitching New BusinessJody SutterDecember 12, 2025agency credentials, agency pitch, agency new business, persuasive pitch

You're in the pitch. Do you have a plan to win it?

Is 2021 the year of the independent agency?

The pandemic has offered smaller indie agencies an unexpected gift: a chance to win business from clients that may have defaulted to larger, better-known agencies in the past. Take full advantage of this. Here are three strategies for upping your game and positioning your agency to win the pitch.

Agency Business Development, Pitching New BusinessJody SutterDecember 16, 2020marketers retaining agencies, marketers changing agencies, agency pitch activity, high-level of pitch activity, win the pitch, new business inquiries, new business in 2021, agency new business in 2021, agency reviews, agency creds slides, plan to win the pitch, strong position to win the business, winning the pitch, playing to your strengths, agency RFP, agency credentials

What Makes a Good Agency Credentials Deck? (And, Does Your Agency Even Need One?)

I’m not a big fan of the creds deck, at least not the 10-15 slide deck we’re most familiar with. Agencies use their credentials decks too early in the sales process and expect them to do more than it’s designed to do. While I’m not going to single-handedly eliminate the credentials deck from the agency new business toolkit, at least I can help you make it better.