Pricing your services is one of the hardest parts of agency work. There is something about it that rarely feels like a good deal for your buyer and yet for you it’s a shoe-string budget. But if you do that deal, neither of you will be satisfied and neither of you will get the best end result.
The pricing conversation is uncomfortable. It feels like the prisoner’s dillema.
In your mind, if you reveal your cards first, they might have been valuing you higher and now they are getting a deal. In their mind, if they reveal their cards first…
Abraham Lincoln said, “If you would win a man to your cause, first convince him that you are his sincere friend…”
Couldn’t we use this principle in modern politics? My goodness.
Well, while there may not be much we can do about friendship in the political divide, there is a divide that may be much more pressing to you as a seller. That is the divide between your company and your target audience.
The divide is very wide. You need to accept that. A company’s primary goal is to maximize profitability which means your company’s offer stands diametrically opposed to…
Did I say that out loud? 🤭 let’s have a heart to heart about this.
I just had a conversation with my friend Jay Baer on The CTA Podcast and we had a great conversation about why the average marketing agency net promoter score of 15 out of a 100 and what to do about it.
Lately, my mantra has been “market unto others as you would have others market unto you.” Too often, I see messages that I don’t understand. I have a hard time seeing the relevance. The content is messy. The message is reaching. It can feel like these companies and personal brands don’t get me.
And to be honest, getting rid of cookies actually has me concerned that I won’t get relevant content at all. …
There are over 50 million web designers competing to design the billions of websites in existence. Let’s just first say, your odds of staying busy as a web design agency are astronomically good so you have every reason to be selective, however, if you are in competition with another agency it can feel like this whole abundance mentality is a load.
But there is abundance and you can have the confidence to win the deal and charge what you need to charge if you know how to articulate your value and expertise over your competition.
Expertise + brand cut through…
As a marketer, the need to crank out content as fast as macro influencers tell you to seems impossible. 50 pieces of content a day? Who freaking has time for that? I get it. It’s so much that it feels impossible to even begin. And what if you aren’t getting the engagement you hoped for? Is it even worth it if no one is paying attention?
Blair Enns stresses the importance of writing in The Win Without Pitching Manifesto:
Writing gets us found. Writing helps to cement our position as experts. Most important of all, writing about what we do…
LinkedIn saw a 55% increase in conversations among connections in 2020.
Because conversations are the precursor to doing business, getting into as many conversations as possible needs to be a priority for marketing agencies, who, 62% report that referrals are their number one source of new business.
To get someone conversation ready, you have to be willing to suspend your desire to do business and put more value on the relationship. Because the relationship has more possibilities.
If you waste the conversation on a pitch, you may lose that person forever. But if you focus on the relationship…
Agencies large and small struggle to get leads that are conversation-ready for themselves even when they are masterful at getting them for their clients. It’s one of the great ironies of the marketing world. Most agency business is relationship-driven and has little to do with the actual marketing they are doing for themselves.
The cause is understandable. As an agency, you are looking outside-in with your clients but with your own business you are looking inside-out and that one change in perspective is why most agencies struggle to make their own strategies work for themselves.
With your permission, I’d like…
In the last article I wrote about how to use awareness channels and I identified them as social media channels and any location, physical or virtual, that has a gathering or influx of people that come through. The big take away was that in those locations, the audience is not usually in a place to consider a purchase.
Unlike e-commerce or brick and mortar retail which plays largely on impulse purchasing (don’t act like you haven’t bought something on Wish), selling services requires more consideration; and while you may be willing to explore the idea from an awareness channel, it’s…
Branding impacts every part of the marketing funnel and the places where most people are trying to do marketing and sales are actually places where branding is most effective.
This is because there are really only two broad channels for a business to spread their gospel. The first is an Awareness Channel and the second is an Intent Channel.
Awareness channels are where people become aware of your brand and learn more about it. Intent channels are where people who are in need of the problem you solve go to get serviced.
Awareness channels include: