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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.