Agency New Business: Why It’s Not Always About The Content

Let’s get right to the point, holidays are upon us, yes?

Consistency and time are two of the biggest enemies agencies face when it comes to new business, and this holiday time reminded me of another: your prospects are insanely busy.

And now you’re thinking, ‘Thanks for the revelation Lee, yeah and so are we.”

Well, that’s true, you are busy.

But what we consistently find is a new business effort crawling to a halt because you’re not putting yourself in your prospect’s place.

We’ve discussed how many touch points it typically takes to actually reach a prospect-6 to 8 touches.

What I want you to take away from this post, however:

It’s Not Always About The Content

Okay, you do need to consistently have content that shows your expertise and how you might handle a prospect’s challenge but it’s also just as much about your name, in front of that prospect, over and over.

I’ve been told by past RSW/US prospects-I’ve been getting your newsletter with that subject line “RSW/US Agency New Business” every week for awhile and finally one morning I thought I’d give it a read.”

I have mixed emotions when I hear that-“what, aren’t all these agency principals we’re sending the ANB to devouring our content like they’re starving?”

Nope