Viewing entries tagged
agency new business

Control Your Narrative. Control Your Pitch.

Control Your Narrative. Control Your Pitch.

An agency that isn’t in control of its narrative places that control in the hands of the prospect, and that prospect doesn’t have the best interests of the agency in mind. 

You Were Born to Pitch Badly

You Were Born to Pitch Badly

Winning a new business pitch hinges on your ability to perform a crucial task: communicating to your prospect that your agency brings more value to the deal than your competitors. Sounds straightforward enough, so why do the majority of agencies lose more frequently than they win? Because, there’s a fundamental disconnect between how we communicate our pitch and how our audience receives it. Here are five ways you can close that gap and win more new business.

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.

Stories, Seth Godin, and Agency Business Development

Stories, Seth Godin, and Agency Business Development

Recently, I came upon this interview with Seth Godin. In it, he and his interviewer, content marketing expert Sonia Simone, got to talking about implied stories.

Anyone who’s followed my posts for a while knows I’m a bit obsessed with storytelling and its role agency new business. The more I learn about the psychology of storytelling, the more convinced I am that it’s a secret weapon for converting prospects into new business leads. 
 
But what about these implied stories? What are they and how should you be telling them? Read more.