Search results for: agency management

Thought leadership. Content creation. Owning a topic and being the authentic expert in that space. These elements are critical components of an agency’s business development plan today. As you have heard from me many times, it’s all about moving your prospects through the know-like-trust model so that when they are ready to buy, they already have faith in your ability to deliver. But it’s not just about doing that from an arm’s length through content.  It’s also about doing that the old-fashioned way – face to face. The agency business is really a relationship business, as we all know. So how do you start, nurture and grow your relationships today? That’s what I wanted to talk to Influence & C.’s co-founder and CEO John Hall about because he has the gift.  Fortunately, he outlined his strategies in his new book called “Top of Mind.” John and I discuss the tangible ways of getting networking in this digital and analog age. Listen in as we chat about: John’s new book "Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You" How John’s book fits into his thought leadership content strategy Why staying top of mind is a great strategy for developing trust Short-term to long-term memory: consistently engaging people so that they remember forever Why you need to make yourself approachable Why showing your failings and foibles does not diminish your thought leadership Why you must understand what is truly helpful for individuals Why you must help people without expecting anything in return How to tell people how you helped them without it sounding self-serving Why you shouldn’t be too aggressive and should build a relationship over time Why you [...]

Agencies are brilliant at helping their clients differentiate themselves from the pack.  And yet, this is the Achilles Heel for most agencies.  You look and sound just like everyone else on the block, in the pitch or online. It’s not easy to find the kernel of what makes you unique and the right fit for your clients.  And you can’t use the same trite language (full service, integrated, we love to partner with our clients, etc.) and sound different. Maybe it’s not about how do you differentiate yourself from everyone else in the pack.  Maybe it’s about creating a new category so you truly stand alone? That’s the premise of my podcast guest Christopher Lochhead. He’s a longtime CMO, entrepreneur and author who has had just enough of the right mindset, courage and faith to unlock the key to differentiation. His book, “Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets” details the method to his madness -- what he calls “category design.” He explains it as “creating your own niche to become nouveau riche.” If you want to drive growth on both the agency and client side, follow along as Christopher and I go through the steps of adopting category design with: Chris’ career journey that took him from Silicon Valley CMO to coach to podcast host Chris’ book: “Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets” What category design is and why every agency needs to get great at it Why “category” is as important as “product” and “company” How to position your agency in a category that you can dominate The two kinds of problems that need solving The three questions to ask to start creating your [...]