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 marketing communications agencies of every kind and the under-supply of clients worth having.
These agencies don't realize 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 marketing communications agencies of every kind and the under-supply of clients worth having.
These agencies don't realize 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 mistakes you can make.
When agencies do try to differentiate themselves, it’s too often “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.
The services you provide don't differentiate you either. Virtually all agencies of a given type (integrated, advertising, digital, direct, media management, public relations et al.) do pretty much the same things. These functions are available everywhere and have become commodities.
Some agencies also claim to have reinvented marketing communications with a new creative philosophy (I still haven’t seen a truly new one yet) or some sort of top secret black-box process. These are almost always hot air… and clients know it.
You will win new business because of WHAT YOU KNOW, not what you do.
Clients hire agencies for different reasons. However, you will 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 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 invested 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 is your true difference.
When agencies do try to differentiate themselves, it’s too often “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.
The services you provide don't differentiate you either. Virtually all agencies of a given type (integrated, advertising, digital, direct, media management, public relations et al.) do pretty much the same things. These functions are available everywhere and have become commodities.
Some agencies also claim to have reinvented marketing communications with a new creative philosophy (I still haven’t seen a truly new one yet) or some sort of top secret black-box process. These are almost always hot air… and clients know it.
You will win new business because of WHAT YOU KNOW, not what you do.
Clients hire agencies for different reasons. However, you will 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 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 invested 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 is your true difference.
Being DIFFERENT is liberating, not limiting.
Your 5-6 target categories really aren’t just five or six. 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, entertainment and food service businesses too.
Being DIFFERENT is liberating, not limiting.
Your 5-6 target categories really aren’t just five or six. 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, entertainment and food service businesses too.
I can help you to determine your differentiation... and then leverage it to the fullest.
I have the proven experience to:
1. Objectively identify what you truly do know best (and avoid unproductive wish lists or false starts).
2. Reflect that knowledge in brief, insight-driven and results-oriented case studies which clearly demonstrate your expertise.
3. Integrate your differentiation throughout your website (which should be your most potent new business tool) with the right SEO (which many agencies... even digital... don't do properly).
4. Feature your differentiation and category-specific knowledge as the centerpiece of your capabilities and new business presentations.
5. Help you adapt your current systems/processes... or develop new ones... to further support your differentiation and category knowledge.
6. Increase awareness of and interest in your agency via relentless digital outreach directed towards the prospects already more likely to hire you because of what you know best.
I'm ready to learn more about your agency and its challenges at any time.
I have the proven experience to:
1. Objectively identify what you truly do know best (and avoid unproductive wish lists or false starts).
2. Reflect that knowledge in brief, insight-driven and results-oriented case studies which clearly demonstrate your expertise.
3. Integrate your differentiation throughout your website (which should be your most potent new business tool) with the right SEO (which many agencies... even digital... don't do properly).
4. Feature your differentiation and category-specific knowledge as the centerpiece of your capabilities and new business presentations.
5. Help you adapt your current systems/processes... or develop new ones... to further support your differentiation and category knowledge.
6. Increase awareness of and interest in your agency via relentless digital outreach directed towards the prospects already more likely to hire you because of what you know best.
I'm ready to learn more about your agency and its challenges at any time.