Viewing entries tagged
new business strategy

How to Be Better at Agency Business Development: Writing the Perfect Proposal Cover Letter

How to Be Better at Agency Business Development: Writing the Perfect Proposal Cover Letter

Let’s start the new year off by eschewing theoretical advice in favor of some tactical guidance you can put to good use right away to improve the effectiveness of your proposals: how to write the perfect proposal cover letter.

Why is a cover letter so important? It may be the only section of your proposal or RFP response that your client actually reads (besides the pricing section). Sure, that’s a cynical attitude, but it’s based on personal experience as well as the experience of other experts, like agency search consultants, that’s been shared with me.

Embrace the cover letter as a strategic sales tool for presenting a persuasive argument for hiring your agency.

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.

Discover Your Agency's New Business Strengths Profile to Win More Often

Discover Your Agency's New Business Strengths Profile to Win More Often

Fear and boredom are not a good combination, especially when they’re the overriding emotions you feel every time you confront the reality that you could be doing more to win new business for your agency.

I used to extol the virtues of a well-rounded business development program until I realized I was never going to get agency leaders to do things they didn’t like to do. I’d just be continually fighting the impossible fight against fear and boredom.

Instead, I learned that defining a strategy and set of tactics that were aligned to their strengths was the shortest, most efficient way to fill their pipeline. I also discovered that most small agency owners fit into one of four different new business personality types.

Which one are you? The answer may change your feelings about business development from fear and boredom to confidence and enthusiasm. Read more.

The First Day of the Rest of Your Ad Agency's Life

The First Day of the Rest of Your Ad Agency's Life

Your agency deserves 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. A strong strategic positioning is one of the best ways to differentiate yourself. 

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

What if you had a way to remove emotion from the equation? What if you had an equation to lead you to a clear articulation of your value?

Is 2018 the year you regain control over your agency’s new business destiny? 

Read more.

How to Position Your Agency to Win New Business

How to Position Your Agency to Win New Business

The other day I got a phone call that made my week. 
 
One of my clients, the CEO of a small ad agency, called 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.
 
It was gratifying to me, of course, because it validated my business! But I was happier for him.
 
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.
 
It’s a very emotional decision for some agency owners, and emotion tends to cloud our judgment and compromise our objectivity.
 
But what if you had a way to test your positioning that puts emotion to the side? Read more.

What’s the Real Cost of Being a Generalist Ad Agency?

What’s the Real Cost of Being a Generalist Ad Agency?

Despite extolling the virtues of brand positioning to clients, many agencies fail to properly develop their own brands.

It’s a classic story of the shoemaker’s children who wear no shoes—a tired proverb, to be sure, but perennially appropriate.

But, we never hear how those children turned out. Did they grow up plagued by chronic foot problems? Did they become adults whom you could dress up but never take out?

Or, is it possible they turned out OK?

I’ve met too many agency CEOs, especially of small to mid-sized agencies, who find specialization such a hurdle (mentally, emotionally and operationally) that they end up not doing anything at all.

Rather than let those agencies languish, I’ve started developing alternative methods to at least help them raise their profiles and pursue clients in a consistent, sustainable way. 

In this month’s post, I share some of those methods, and offer a way to determine if being a generalist is worth the investment for your agency.