What makes you different, better... preferable? Why should a highly desirable client pick YOU?
Most agencies don’t clearly differentiate themselves vs. the hungry horde of other readily available choices. They ignore, don’t understand or seriously underestimate the vast over-supply of agencies of every kind and the under-supply of clients worth having.
These agencies are too self-centered to know that they seem the same in prospects' eyes. Clients won't take the time to figure out how you're different. That's your job.
Most agencies don’t clearly differentiate themselves vs. the hungry horde of other readily available choices. They ignore, don’t understand or seriously underestimate the vast over-supply of agencies of every kind and the under-supply of clients worth having.
These agencies are too self-centered to know that they seem the same in prospects' eyes. Clients won't take the time to figure out how you're different. That's your job.
How NOT to be different. OR... the biggest strategic mistake you can make.
When agencies do try to differentiate themselves, it’s typically “We’re integrated” or “We’re creative” or “We’re strategic” or “We’re media-neutral” or “We’re results-oriented”… or even “We’re nice to work with”. Sound familiar? These well-intentioned “positionings” are utterly generic. They don’t differentiate you in the least.
Some agencies also claim to have reinvented marketing communications with a new creative philosophy (I still haven’t seen a truly new one yet), a so-called “proprietary” system or some sort of top secret black-box process. Yawn. These are 99% hot air… and clients know it.
The Right Positioning For YOU -- You will win new business due to WHAT YOU KNOW, not what you do.
Clients hire agencies for many different reasons. However, you get hired more often because you have in-depth experience in a client’s category (or something close to it) and have helped to solve a similar problem before.
Anxious, sweaty-palmed CMOs everywhere are seeking reassurance that they’re selecting the right agency… and want to justify to their CEOs, COOs and CFOs that the marketing budget is being spent wisely. Your experience is their security blanket.
Carefully identify the 5-6 product or service categories (or target audiences) where your knowledge of the key business issues, trends, prospects and customers is exceptional. Don’t use a wish list. Stick to the facts. Your knowledge and experience must be deep and demonstrable. I call this WHAT YOU KNOW BEST. It's unique to YOU and your true difference.
When agencies do try to differentiate themselves, it’s typically “We’re integrated” or “We’re creative” or “We’re strategic” or “We’re media-neutral” or “We’re results-oriented”… or even “We’re nice to work with”. Sound familiar? These well-intentioned “positionings” are utterly generic. They don’t differentiate you in the least.
Some agencies also claim to have reinvented marketing communications with a new creative philosophy (I still haven’t seen a truly new one yet), a so-called “proprietary” system or some sort of top secret black-box process. Yawn. These are 99% hot air… and clients know it.
The Right Positioning For YOU -- You will win new business due to WHAT YOU KNOW, not what you do.
Clients hire agencies for many different reasons. However, you get hired more often because you have in-depth experience in a client’s category (or something close to it) and have helped to solve a similar problem before.
Anxious, sweaty-palmed CMOs everywhere are seeking reassurance that they’re selecting the right agency… and want to justify to their CEOs, COOs and CFOs that the marketing budget is being spent wisely. Your experience is their security blanket.
Carefully identify the 5-6 product or service categories (or target audiences) where your knowledge of the key business issues, trends, prospects and customers is exceptional. Don’t use a wish list. Stick to the facts. Your knowledge and experience must be deep and demonstrable. I call this WHAT YOU KNOW BEST. It's unique to YOU and your true difference.
Being DIFFERENT is liberating, not limiting.
Your 5-6 target categories really aren’t just five or six, either. You can often work with more than
one client in the same category (e.g. – two or more companies which are not geographically
competitive or market to a different audience). You’ll also find that your experience in one category
can be highly relevant to another. For example: Major hotels, casinos and resorts aren’t simply “Travel & Hospitality”, they’re multifaceted retail businesses too.
Your 5-6 target categories really aren’t just five or six, either. You can often work with more than
one client in the same category (e.g. – two or more companies which are not geographically
competitive or market to a different audience). You’ll also find that your experience in one category
can be highly relevant to another. For example: Major hotels, casinos and resorts aren’t simply “Travel & Hospitality”, they’re multifaceted retail businesses too.