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Don’t Be Mad About Promoting Mad Men (or Women)

The expression “those who can’t do, teach” is well known for good reason. But many business leaders nevertheless assume that top-performing employees are automatically good at managing and teaching their skills to others. The consequences of this assumption can be troubling, especially in today’s advertising  or  business. It’s perfectly understandable — even desirable — to want to reward exceptional workers, but owners and managers often believe that the only way they can reward employees is by promoting them to supervisory roles. This is not only not true, it is dangerous thinking. Simply put, leadership requires a completely different skill set than most people use in performance positions. As a result, employees who perform the best aren’t automatically good at training or supervising other people in their areas. Indeed, without training, mentoring and ongoing coaching, the practice of rewarding top performers with leadership roles rarely has a happy ending. Keep in mind that promotions typically remove employees from jobs at which they thrived, while exposing the entire company to their hidden shortcomings. Someone whose strength is putting clients at ease might not be assertive enough to lead a team. Promoting this person, meanwhile, risks creating a void in client relations that others can’t fill. A poorly executed promotion also tends to drive talent away. After all, when skilled people aren’t successful in new positions, they don’t typically want to stick around. The above is true for all industries. But today’s marketing environment makes it especially treacherous to move ad agency people around without solid planning. It has always taken time for agency employees to master their craft. But the rise of tech- and data-driven strategies is constantly adding new levels of complexity to our work. These complexities [...]

July 31st, 2017|

How to Get Speaking Engagements that Fill Your Pipeline with Gene Hammett

One of the best ways to get on a prospect’s radar screen is for them to see you on stage at a trade conference or show. The implied endorsement of your thought leadership can open many business development doors. But how do you know which stage you should be on and how do you get there? How do you position yourself to become the choice, not a choice, when people are looking for speakers with your specific expertise? My podcast guest Gene Hammett uses his 20+ years of experience being on many stages (right and wrong) to walk you through how to find your profitable niche, translate that into new revenues, new leads, new business and make you the insider in the space you are shooting for so the right clients will come to you. Gene says, “Most people believe they should be getting paid to speak, but I believe that you can and should speak for free at the right stages. Be in the right place and the right clients will walk up to you after your speech and present you an opportunity. Of course, that assumes you've done your work and you really carry the moment and deliver something fresh and useful.” Join Gene and I as he lays out a great road map for becoming THE choice, and not A choice with: Why Gene became a coach after losing 3 million dollars The real reasons you should be speaking (it’s not a speaker’s fee) How to get speaking engagements that will fill your sales pipeline Why you shouldn’t shy away from the “breakout” sessions at conferences as a speaker The opportunity for diverse speakers Why being a generalist is dangerous for speakers [...]

July 27th, 2017|

Why You Can’t Wait for That Magical New Business Person to Arrive

I’m not afraid to admit that during tumultuous times, I harbored a secret fantasy. Like many stressed-out agency owners, I dreamed of a magical “new business person” who would join my team and, with barely a trace of oversight, begin to sell the agency night and day, acquiring profitable new clients. But that mythical new business specialist is just that: a myth. Unfortunately for those of us wanting to stay in dreamland, this fantasy will only hurt a business. Not the Merlin You’re Hoping For The vast majority of new business specialists never pan out. Most agencies aren’t set up for that person to succeed, so he actually ends up costing an agency money. The reality is, agency owners want that magical new business guy because they don’t want to do new business themselves. They think there’s some kind of secret to it that someone else possesses. It can be a hard pill to swallow, but the best person in your agency to drive new business is the owner. Prospects want to talk to a business owner about business problems. You probably know that you have different conversations with them than anyone else on your staff. I’m not suggesting for a minute that you should do new business entirely by yourself, but you shouldn’t abdicate that control to someone else and walk away. Fulfill Your Own Fantasy The key to confidently stepping into the role of “new business guy” is simply improving those skills. Just like joining a gym for the first time, you may feel like an idiot at first. But as you develop your skills, you’ll grow more comfortable and successful. These three tactics will help you improve your skills and ensure that [...]

July 24th, 2017|

How to Find and Get the Right Speaking Engagements, with Gene Hammett.

[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] Gene Hammett turns everyday entrepreneurs into FORCES of nature in their market. He sorts through the complexities of business strategies to help you “be THE choice, not just a choice.” Gene has been a business leader for 20+ years. He started and ran multiple million dollar companies. He succeeded, failed, reinvented himself, and succeeded again. He can pass along to you the key lessons he’s learned in the process so you can have a business that is both successful and fulfilling. On his podcast, Leaders in the Trenches, Gene has interviewed hundreds of world thought leaders and best-selling New York Times authors. Gene has been featured in Forbes, Success Magazine, Business Insider, and INC Magazine. Gene is also a regular contributor to Entrepreneur Magazine. In all of his keynotes, Gene uses personal stories and humor to clarify key points. This message is a unique approach to how stepping out of your comfort zone, thinking differently, and innovating can lead to increased market share and trusted authority status. Gene always gives powerful strategies to be implemented right away to create immediate results.     What you’ll learn about in this episode: Why Gene became a coach after losing 3 million dollars The real reasons you should be speaking (it’s not a speaker’s fee) Why you shouldn’t shy away from the “breakout” sessions at conferences as a speaker The opportunity for diverse speakers Why being a generalist is dangerous for speakers Why great content rules over speaking skills Giving attendees permission to come and find you instead of trying to sell from the stage Why you need to build relationships before filling out the speaker submission form How to figure out [...]

July 24th, 2017|

The Do’s and Don’ts of New Business, with Lisa Colantuono.

[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] Not only does Lisa believe in enduring partnerships that matter, but she actively participates in creating them. Having consulted on and managed agency reviews including Lee Jeans, Panera Bread, and Subaru – just to name three of the reviews AAR has conducted for clients in virtually every major industry – Lisa tackles and solves the most vexing agency search challenges and has enabled hundreds of marketers to meet and/or exceed their business goals. Described as an agency search consultant whose unique perspective is highly valued, Lisa counsels both marketers and communications agencies on their business and branding efforts. In addition to her role as a consultant, she has created a new business service center for agencies by co-founding Access Confidential in 2005. The comprehensive new business research tool has become the go-to resource helping communications agencies to prospect smart and avoid the pitch! Lisa also works with the academic world including Wharton’s Future of Advertising Program, as well as teaching as an adjunct advertising professor at NYIT. Many of her articles on the subject of client/agency relations have been printed in industry trades such as Forbes, Huffington Post, Advertising Age, Adweek, and HubSpot Blogs Agency Post. Lisa is also part of the industry speaking circuit presenting at national conferences including AAF, HOW Design Live, Mirren, and Ad Age Small Agency Conference. Lisa recently wrote the book “@AARLlisa: New Biz in 140 Characters (or less).”     What you’ll learn about in this episode: The simple mistakes agencies make in the new business search process Why complacency is a big problem for agencies The importance of continuing to court your current clients Why chemistry is so vital in an agency-client [...]

July 17th, 2017|

How Do Advertising Agencies Get New Business with John Heenan

If there’s any one “system or process” that agencies really struggle to put into place and consistently execute on – it’s agency new business development. You know you need to do it. You know your business literally depends on it. And yet, you let client work and other fires steal your attention from this mission critical aspect of owning an agency. But, how do advertising agencies get new business? My podcast guest John Heenan and I had an amazing conversation about getting back on track and making sure that new business is no longer an afterthought. He has spent time on both sides of the aisle, on the client side with Sony, and Philips and Uniden and on the agency side as CMO and new business leader. He can show you how to find those great clients and make your process work much more efficiently and effectively so you can implement your agency new business plan both consistently and well. Let John and I help you flesh out an agency new business plan of attack that you can stick to with:   The experiences John had on the client side that led him to working on matching up agencies and clients Why cohesive culture throughout the agency matters for clients How do advertising agencies get new business Why you must treat your agency as your #1 client Crafting the first impression that leads will have of your agency The importance of getting crystal clear on what your agency is selling Director of Delivery: an important role inside modern agencies to make sure agencies deliver to clients Why agency owners need to get out of the day-to-day and focus on new business What John does differently to [...]

July 13th, 2017|

Driving New Business Through a Great First Impression, with John Heenan.

[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] John Heenan is a former Chief Marketing Officer / New Business Leader at a variety of small and mid-size agencies responsible for business development and agency marketing. Before that, he worked on the client side managing advertising and agencies for big global brands like Sony, Phillips, and Uniden. He has created and managed successful business development programs for small, medium, and large agencies generating millions of dollars in agency revenue. He has managed multi-million dollar ad budgets as a client, hired talent, built competitive advantage, and inspired great outcomes in support of business objectives. John has also worked with some of the top innovative brands and aggressive advertising agencies in the world in both traditional and digital channels. Having been on both sides of the client-agency relationship, he has a unique understanding of what clients want and what agencies deliver. Today he is putting that experience to work for a small group of agencies who struggle to grow.     What you’ll learn about in this episode: The experiences John had on the client side that led him to working on matching up agencies and clients Why cohesive culture throughout the agency matters for clients Why you must treat your agency as your #1 client Crafting the first impression that leads will have of your agency The importance of getting crystal clear on what your agency is selling Director of Delivery: an important role inside modern agencies to make sure agencies deliver to clients Why agency owners need to get out of the day-to-day and focus on new business What John does differently to help agencies with new business Why your agency needs to be rapidly changing   The [...]

July 10th, 2017|

How to Deal with the Nice Guy Client

Most agencies seek out the nice guy client to work with. They’re easygoing and don’t have many criticisms, which bolsters your ego. Plus, they’re often a steady source of income. But the “nice guys” aren’t always the best clients. I’ve seen an agency that thought it was getting along great with a client. The agency assumed the client was happy with the work it produced and began to make expansion plans with pay raises, increased staffing, and larger expenditures based on the assumption that the relationship would be ongoing. However, because the agency didn’t ask for real feedback and the client was silently underwhelmed, the agency was at risk of losing the “nice guy,” who had been shopping for a new agency. In my experience, clients sometimes vent their frustrations elsewhere, such as to their colleagues or their communities. And if a client isn’t being honest with you, the relationship can’t be strong or meaningful, which means you’re at risk every time another agency comes sniffing around. It’s always better for you to hear the criticism, respond, and take action to keep the customer. When you don’t have clear communication between your agency and the client, you put your business at risk. You’ll work more efficiently, the results will be better, and everyone will be happier if you’re communicating well with clients. Sometimes, fickle or difficult clients can be more profitable. They’re looking for specific expertise, and if you offer it, they’ll find you — rather then the other way around. Although these customers are a lot of work, they know what they want and are willing to pay for it. And their bigger budgets mean larger billings, more work and increased margins for you. How to Spot [...]

July 3rd, 2017|

Creating Content that Attracts the Right Clients, with C.C. Chapman.

[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] C.C. Chapman describes himself as a New England raised storyteller, explorer, and humanitarian. Others have described him as a thought leader in the online marketing space, a grounded futurist and one the nicest guy on the Internet. Over the years of his career, he has worked with a variety of clients including Nike, HBO, American Eagle Outfitters, ONE, Verizon FiOS, and The Coca-Cola Company. He is the co-author of the International bestseller “Content Rules” and is also the author of “Amazing Things Will Happen.” He travels the world speaking in front of audiences to do more in the world and how to understand content marketing better. C.C. has taught classes for Lynda.com, CreativeLive and now as an adjunct professor at Bentley University (where he also graduated from). C.C. is an advocate who speaks about building passionate communities and the strategic values of content-based marketing. He is a Samsung Imagelogger, the original ONE Dad and a UN Foundation Social Good Fellow. As a storyteller for hire, his work has appeared on the pages of Rolling Stone and The Wall Street Journal. C.C. serves as the Chairman of the Board at Wediko and serves on the board of The Hockey Foundation. He happily lives in the woods outside of Boston with his loving family.     What you’ll learn about in this episode: Social Good: giving your employees an opportunity to make a difference How to pick the right cause for your agency to support Don’t be too humble: why you need to talk about the non-profit work that you do The International bestseller “Content Rules” C.C. co-authored Speak Human: the most violated rule from “Content Rules” Differentiation: what makes your [...]

July 3rd, 2017|

High Employee Turnover? How to Get Interview Tests Right

Hiring managers can be a little narcissistic. When interviewing job candidates, they favor people who remind them of themselves over those who are most qualified. They're not alone: Everyone's got a streak of narcissism to some degree. But hiring managers directly influence who works at your company, so it's a good idea to keep their self-love in check. Yet the standard interview process does the exact opposite. Unless you're Google, your hiring process probably looks something like this: Interviewers bring in candidates, ask a few questions, do way too much of the talking, and give jobs to the people they like the most (translation: the people most similar to them). Unsurprisingly, a high percentage of these "mini-me" hires turn out to be duds. By the time you realize someone is a bad fit, you've wasted resources, upset clients, and frustrated your other employees. Fortunately, you can avoid all these problems by integrating screening and performance tests into the interview process. Test drives for potential hires Companies often rely on personality tests and social media screening to weed out lackluster candidates. But personality tests are poor predictors of whether people will perform well, and candidates know that potential employers scrutinize social media, so they craft their Facebook, Twitter, and LinkedIn profiles carefully. Their online personas may not align with who they are in real life. If you really want to know whether someone is a fit, you need to run better tests. The first step toward identifying high-quality candidates is comparing them to the best people in their fields. My company does this by using a list of top performers in other agencies and assessing applicants alongside their standout peers. We analyze how similar their behaviors, motivations, [...]

June 26th, 2017|

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