The Key Ingredients To Masterful Ad Agency New Business

A paraphrased quote from an agency principal in a recent conversation:

“We’re writing good content-our prospects aren’t reading it.”

A verified case of “Build it and they will not come.”

Unless you are a “name” agency, decision makers are not flocking to your content, that’s true.

(And if you’re a “name” agency, you could argue that a content strategy isn’t necessary at all.)

As in life, ad agency new business is about balance.

You’ve got to have each of the basic ingredients below working in concert with the other to make your effort work.

Ad Agency New Business


1) A Map:  Or call it a strategy if you like.  Start small and create a manageable plan, reaching out to 20-30 prospects in a month and grow it from there.

2) Targeted Lists: Who is it exactly that you’re trying to get to read your content?

Are they prospects that make the right sense for your agency?

Have you done some homework to see if your content is going to prospects with potential to become clients?

3) Monthly content: As an agency, you do not need to write 4-5 blog posts a week.

You don’t.

Start with one post a month, focusing on your expertise or industry

And use it at least 5 different ways.

Ad Agency New Business


4) Multiple Channels: Don’t forsake direct mail because you’re a digital agency.

You need to be where your prospects are-look at every option (social, direct mail, phone, email, etc.) but don’t waste your time.

Do a little homework to see where your prospects spend their time.

5) A Salesperson with consistency in their veins: who learns and knows your agency and your agency’s work.

Your salesperson does not have to be an expert in your industry from day 1.

Agencies often make that mistake.

You need a great salesperson who’s not afraid to use every channel  in roughly equal parts on a consistent basis, who can sell agency services and tie your work into prospecting questions.

6) Patience: There are no silver bullets here. It takes 5 to 6 touches-make every one count.


As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn ( or Twitter (@leemcknightjr).