When the week kicks in (all too soon) and your agency new business activity kicks into gear, think about the picture below:

 Agency New Business Copy

As important as a content engine is for agency new business, agencies tend to forget that what they’re saying about their agency is equally if not more important than how they say it.

The percentage of time given to what is said about the agency is entirely disproportionate to the amount of time given to how it will look.

3 things you need to think about:


1)      Don’t get cutesy

 Creative is good, schlock is not.  I’ve seen some impressive and creative new business collateral (digital and physical) and have also seen some overwrought and trying pieces. Remember, the first impression principal, if the marketer thinks what you’re saying about your agency is crap, they’ll equate your agency with crap.

2)      Boring* agency new business copy is good

This is always a tough one for agencies to wrap their head around. The creative impulse is the engine that drives the agency, but when it comes to new business, restraint in your copy (at least initially) is the way to operate.

Why restraint?

Because you have a minuscule window (10-20 seconds) to break through to a prospect and you need to instill brevity and plain-spoken language into your overall messaging. (*So not truly boring.)

Can you showcase some of your great creative early on-absolutely-but your content has to spot on in terms of your expertise and how it can help your prospect.

Cut out the fluff.


3)      Don’t obsess

Are you laughing at this point?

I don’t think you can start or get hired by an agency if “neurotic” isn’t front and center on your resume.

Having said that, the one trait that makes your agency so successful can also torpedo your new business strategy-that is, your dedicated attention to detail and pride in your work.

It’s understandable-you take great pride in the work you do for clients, so when you’re creating something for your own agency, about your own agency, it has to be really good.

That is true, but

. . . the end result is usually an inert new business program.

Many (most?) agencies are too close and can’t be objective about their own messaging, content or site for example.

That’s why you have to bring in someone from the outside, and not necessarily a consultant or some like RSW/US, just someone “outside” you can trust to be objective and truthful.

So put yourself in your prospect’s place this week-

Would you hire you?

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.