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mar 17

Break Through the Clutter: Agencies, Please Stop Saying It (Although You Still Have To Do It)

It’s interesting how often we still see, in agency collateral or on agency sites, some variation of the phrase “we help you cut through the clutter.”  Please stop saying that.  It’s like saying, “our point of differentiation is that we’re unique.”   Ultimately, it actually ends up creating its own clutter when a prospect reads that. They’ll […]

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mar 10

Ad Agency New Business: Forget the Selling, Remember The Engagement

We celebrated an agency new business success yesterday as a fairly new client got their first win through our efforts. Particularly satisfying is the fact it happened after roughly 3 ½ months of prospecting. It doesn’t always happen that quickly, but always nice when it does. Think about the emails, mail or social media messages […]

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mar 10

Ad Agency New Business: Blogging Basics You Shouldn’t Miss

I occasionally like to get back to blogging basics and this post does just that.  Michael Gass, on his Fuel Lines blog, mentioned in his post 10 Tips for Writing for the Web for Ad Agency New Businesss a social media study by King Fish Media, HubSpot and Junta42, pointing out this stat: “Businesses (agencies) that […]

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mar 03

Ad Agencies: Focus On That 2nd Date To Close New Business

I was talking to an agency principal today about our services and asked about the challenges they’d faced in the past bringing in new business. She gave me an example of a very capable salesperson they hired who did a great job of opening doors.  The problem was that was it-a door opened and then […]

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mar 03

Ad Agency New Business: Measures of Success Start Before The Campaign

Reese Adams, Vice President of Account Management with Lewis Advertising in North Carolina was kind enough to share an often-asked question he received from a prospective client recently, along with his response.   The question was, “How do you measure success?”  Certainly, there are a myriad of potential variables involved and the question can be […]

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feb 25

In Agency New Business…Give Them the Dessert First

We recently spent some time internally at RSW/US doing some brainstorming on a few of our client accounts to find ways to beef up their performance.  Early on in the discussion with one of the accounts, we had the New Business Director articulate their client’s point of difference. While they certainly captured elements of it […]

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feb 17

Ad Agency New Business, Dinosaurs & The Holy Grail

  It’s been an interesting couple of weeks on the digital/traditional front. For example: two articles, both from agency principals, with their takes on traditional versus digital shops and the work they do, and to some extent, taking to task the digital agencies for viewing traditional firms as anachronisms. And as I read the above […]

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feb 08

Marketers & Agencies Start The Week Rough In Social Media & By The End of The Week Forget It Exists At All

After the Super Bowl and Kenneth Cole Twitter flub this past week, I had a few observations I thought were quite insightful, until I read a few other posts/Tweets expressing similar thoughts. (Oh well.) So rather than forgo my brilliant thoughts, I’ll incorporate a few of the aforementioned posts to make my point; which is: for all […]

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feb 03

Get Naked for Ad Agency New Business

(I could have used a lot of different pics for that headline obviously, but we’ve got to think of the kids, don’t we?) In all seriousness, the post title comes from a few recent conversations about outbound lead generation with agency principals and internal agency new business directors. Cutting right to the chase: as in […]

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jan 27

The Ad Agency New Business Mercy Meeting = Do Not Want

“Every opportunity is a meeting.” It is not true (at least not in regards to a quality meeting) but some ad agency new business salespeople treat every “yes” as a winner.  For many reasons, that’s a mistake. Why? 1)You’re overpromising-to yourself and/or to your employer-it will bite you 2)You’re not qualifying properly, if that’s your […]

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