Viewing entries tagged
new business tools

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.

Tell a Good Story, Win More New Business

Tell a Good Story, Win More New Business

Stories are engaging, memorable and repeatable—and this has big implications for winning over new clients. Wrapping your sales message in a story not only makes it easy for your prospects to understand your value, they’re also more likely to remember your message and repeat to others what they liked about you and why they want to hire you.

See the video.

Using Storytelling to Generate New Business: One Ad Man's Quest

Using Storytelling to Generate New Business: One Ad Man's Quest

Think about the number of agencies you’re aware of (including your own) that have a truly differentiated work process.
 
If you’re being honest, the answer is easy: not many. Whether it’s three steps or twenty-three steps, most agency work processes look the same. In fact, sometimes I think they’re more of an afterthought, something to be written up for an RFP response but rarely put into action in real life.

But Park Howell, founder of agency Park&Co., channeled his fascination for the power of storytelling (a fascination I happen to share) into a work process he calls the Story Cycle that's become an integral part of all his client engagements.

Why So Many Ad Agencies Get Their Websites Wrong

Why So Many Ad Agencies Get Their Websites Wrong

For every outstanding ad agency website there’s an equally appalling one. I’ve heard clients and search consultants express frustration when faced with websites that are vague, circuitous or simply lacking the information they need.

Your website has to serve a number of important audiences, but the focus of my latest blog post is on optimizing your website for your prospects – those people that need to assess you as a potential agency partner.
 
When (re-)designing your website, what are the most important things for you to keep in mind? Click here to find out.

5 Prospecting Tools Your Ad Agency Needs Now

5 Prospecting Tools Your Ad Agency Needs Now

Still managing your prospects largely through Post-It notes? Relying too much on a white board (the one that your assistant just erased by mistake) to track your marketing activities?

Time for an upgrade! Check out my recommendations for five indispensable tools for agency new business. They also happen to be widely available, and most are easy to put in place so you can start using them right away.