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.

Decision Makers


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

Decreased costs

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

Improved time-to-profitability

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.

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 lee@rswus.com. 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.