Hey Y’all, I’m Your New Business Director

Paula Deen, the Food Network’s unapologetic Queen of Deep-Fried, Butter and Mayonnaise, just became the spokeswoman for a diabetes medication for Novo Nordisk.

Apparently, she’s been living with Type 2 diabetes for three years and taking Novo Nordisk’s medication that she is now representing.

So what does this have to do with New Business Development for your agency?

Authenticity and Brand Identity

Ms. Deen has built an empire on foods such as Deep Fried Lasagna, Deep Fried Macaroni and Cheese and Fried Chicken.

Now she wants to pull a Madonna and re-invent her whole brand as something you should emulate if you have Type Two diabetes.

Say what?

It Takes More than a Pill

Agencies, like brands and your health, are constantly evolving and adapting to their environment.

Just make sure when you are trying to identify who you are as an agency, ask yourself-does this makes sense?

Can I believe in this?

There is no special pill you can take to land that $1M account with P&G.

At RSW/US, we work with a variety of different agencies that have specialties across all aspects of marketing and communications, from ideation, branding, digital to PR and shopper marketing.

One common trait shared by the agencies most successful at new business development is that they know who they are and they communicate that value proposition to prospects effectively and succinctly.

In other words, if you’re known for butter, don’t turn around the next day and try to sell apples, unless you have a strong reason to believe that you know as much about apples as you do butter.

Otherwise, you’re just confusing your prospects because they have no reason to believe.

Ms. Deen is now facing a backlash of criticism at the apparent hypocrisy of continuing to sell her deep-fried lifestyle, while keeping quiet about how this lifestyle has led to her health problems.

What’s the recipe to avoid backlash and generate prospecting success?

1. Review all of your marketing materials, including your website, brochures, presentations, portfolios, etc… what story does it tell you?
2. Have someone outside of your agency review your materials. What story does it tell them?  Chances are you could have two different stories being told.
3. Identify what kind of work you WANT for your agency.  Do your marketing materials give prospects in this sector or with that need a reason to believe you are qualified to meet that need? If not, revise them to better sell your story.
4. Write the story you want to be told about your agency and make sure all of your outreach efforts are aligned with that story.

Healthy Business Development

To have a healthy business development plan, remember that people want to do business with people they can trust.

To be a good spokesperson for your agency, be authentic and make sure that your prospects know who you are – who you really are.

The last thing you want is a client who wants butter when you’re selling apples.

If you need help figuring it all out, give us a call.  We’re always happy to give you a second opinion.