It’s rare that I’ll take someone else’s entire post and drop it into our own blog, but this post from Jill Konrath is so spot on, I’m doing just that.
(Actually not her entire post, to be fair.)
Agencies often lead first meetings, first emails, first calls with unimportant filler.
When you’re reaching out to a prospect/decision maker, always, ALWAYS remember:
They have no time
They do not care
yet, about your agency culture, philosophy or process.
All that is important, to be sure, but not up front.
That marketer only cares about one thing: How can you help me?
So while Jill didn’t write this post with agency new business in mind, but it fits and you should pay attention. (I did take out a few to cut down on length, but you can see the whole list in Jill’s post):
Decision makers don’t care about your product’s speed, specifications, or efficiency. They don’t care about the wonderful methodology you use.
Your offering is simply a tool. They care only about the results your offering delivers for them.
Buyers are particularly attracted to phrases that are linked to their business goals and objectives. Start speaking in these terms and you’ll definitely attract their attention:
Increased revenues or profitability
Faster time to market
Improved operational efficiency
Revitalizing the organization
Enhancing customer loyalty
Increased market share
Improved customer retention levels
Increased competitive differentiation
Faster response time
Decreased operational expenses
Increased sales per customer
Reduced cost of goods sold
Additional revenue streams
Reduced cycle time
Increased inventory turns
Faster sales cycles
So, think about the challenges you’re helping clients with.
Use those as the basis for your reach-out.
A few more examples of language in four agency new business categories that the VP or CMO will immediately connect with:
Retail: Store traffic/Instore sales
Online: Site traffic/Online sales
Car/Automobile: Dealership traffic
Credit Card Companies: Card subscriptions/registration sign ups
Using your own expertise, craft a four to five sentence email focusing on this type of language and you will break through.