I was recently in a monthly ad agency new business update call with a client and he was on his cell.

I could only hear 1/2 his words because his cell was breaking up.

At one point, he paused, and said “how about I call you back on my land line”.

“Ok, I said.”

During the pause I relayed to my team what I thought the client said.

Client called us back…I relayed what I thought I heard and he said. . .

 ad agency new business


“I guess 1/2 my words don’t matter…I can say 1/2 of what I say and still get my message across!”

Funny story…but the reality is that SO many agencies use way too many words to tell their story.

And with too many words, you’ll lose that potential client.

Prospects look at pictures, they look at logos of clients, they look at topline successes.

They don’t care about your philosophy… because your philosophy is just like everyone else’s philosophy.

So next time you create something for a prospect …think 1/2 the words and you’re much more likely to break through and make an impression.

Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.