Consistency and time are two of the biggest enemies agencies face when it comes to new business, on top of that-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

New Business

Okay, you do need consistent 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, consistently.

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 devouring our content like they’re starving?”


No. They’re not. But we know quite a few are and just as many that will, at some point in the future, take a look.

In the meantime, you need content that speaks to that busy prospect’s industry and potentially her/his challenges.

Don’t get discouraged and by no means, let the effort drop off.

Your persistence will pay off.

I'm the VP of Sales at RSW/US. We specialize in working with services firms to help drive and close new business-if you need help with that, email me at What I actually do: drive sales efforts to bring ad agencies and services firms on board with RSW, create content around successful new business tactics and help drive RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. Dig it.