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How to spark creativity on demand

I believe that one of the most challenging aspects of our work is the forced creativity. We have no time to wait around for a muse or to stand in the shower all day, hoping that inspiration will strike. Every day we need to be creative. Now. And I mean that in every sense of the word. The word creative no longer belongs to the creative department, if you even have one. Whether it is a strategy, a media channel decision, a messaging hierarchy or finding the right combination of words to get an uptick in Google Adwords — every single person in your agency needs to push past the mundane and expected ideas and find that diamond in the rough. Oh yeah — and they need to do it in 60 minutes. Or by tomorrow. Or in between meetings. I had an interesting conversation with Jason Keath, founder of the Social Fresh Conference about this struggle and from that, I captured 4 strategies to spark on-demand creativity in an article for Hubspot. Give one or more of them a try and let me know what you think.

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If you’re going to go pro bono, at least get credit

I have yet to meet an agency owner who did not have a generous spirit. Whether your clients live in your community or not, every agency I know does a ton of pro bono work for the non-profits in their area. My agency has always been that way too. But I have to admit, I got tired of always being asked and feeling like a jerk when I had to say no. On top of that, I felt that in most cases, we were just slapping a bandaid on the non-profit’s issue. A run logo here or a golf tournament t-shirt design there or even a simple website now and then. But I never felt like we were leaving a true mark — I couldn’t see how we were deeply improving the non-profit in the long run. So I created a completely different way of approaching pro bono work. A way that allowed us to create events that attracted hundreds of thousands of dollars to some of the charities — year after year. Long after we were done working with them, they were still reaping the benefits. And we got a little publicity for our efforts as well. I described the pro bono transformation we experienced in an article for Hubspot and I’d love to hear what you think. I believe we can do good, make it really last, and benefit from it as well. I love that combination!

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Consistency triumphs over bursts of brilliance

Last week, one of my mornings was consumed with podcast recordings and interviews. In some cases, I was the subject matter expert but in most, I was the host, asking questions of other agency- centric subject matter experts. By sheer coincidence every conversation danced around some aspect of business development, retaining clients and creating a culture that had the capacity and passion for chasing opportunities. Interestingly, there was a thread that wove through all of these separate conversations. The theme was consistency and the overarching opinion was that agencies live and die by their habits and by the agency owner’s habits. What we do (or don’t do) on a consistent basis sets our course. That got my wheels spinning and I came up with a little quiz for you to take. Do you have at least 4-5 hours a week blocked off on your calendar for new business sales (not marketing) activity? Do you hold (and not cancel) a weekly new business meeting with your internal team? Do you have a list of no more than 25 “I’d love to have them on our roster” prospects that you proactively touch at least every 6 weeks? Have you defined your agency’s philosophy/point of view so you can differentiate yourself and does every agency employee know, understand and use the same language to describe it? Now, a tangential question. How many new clients that are individually worth at least 15% of your agency’s current AGI have you earned since January? My guess is that there’s a correlation between how you answered the quiz questions and your answer to my tangential question. You and your agency are a product of what you consistently do. Are you reaping the [...]

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How are you controlling scope creep?

One of the biggest threats to your agency’s profitability and long-term existence is giving away the farm by over servicing clients, bad estimates, not issuing change orders and allowing clients to change the rules mid-game without any penalty or cost. Don’t get me wrong - I think it’s okay and smart to over-service certain clients on certain projects. I’m not suggesting you put military order into your agency. But conservatively — I believe most agencies can put another 10% to their bottom line if they rein in scope creep. The good news is — it’s easier to fix than you might think. I explored how scope creep happens and how agencies can contain it in a recent article for Hubspot.  Take a look and see if you can find a strategy or two that you can implement in your shop to help you slow down the bleed. The article contains several concepts that I teach in the Advanced AE bootcamp as well. Your account executives should be managing their clients’ budgets and profitability. That means they need two things — the financial data to know how they’re doing AND the tools/knowledge of how to manage both the clients and your internal team so that they aren’t writing time and money off every job. Our next Advanced AE bootcamp is in September (September 9 & 10 in Chicago) and you can register your AEs here.

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The fine line between value add and over servicing

One of the best compliments my agency ever received came from a client who said he never felt like we had our hand in his pocket. We were putting his interests ahead of our own. And while that’s a great way to build trust, it’s not sustainable. They always want a little more. Sure, it indicated we were satisfying our client, but if clients are satisfied with your work, you may be in trouble. Clients don’t want to be “satisfied” with their marketing agencies. They want to be wowed. And that means they want to be over-serviced. That’s a very fine line we walk. There’s a danger there. Offer too much, and you could be hurting your agency’s future. I explored that very thin line in an article for Spin Sucks (Gina Dietrich’s excellent site) and identified some ways you can dance on the line without crossing over to the dark side of actually giving away your work. I’d welcome your input into this challenge that every agency faces. Now that we've passed the halfway mark for the year, I know you’ve got a ton of items on your To Do list before year-end. But I also know you can get worn out from grinding it out 24/7. Be sure you take some time for yourself. Replenish your energy by sharing the Fourth of July holidays with those you love. Invest in those relationships that have nothing to do with your shop or the pile of work on your desk. The work will be there when you get back from some R&R.  

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What’s your exit strategy?

I’m working with an agency owner to think through his exit strategy. He’s 52 years old and doesn’t want to retire for at least 15 years. You may think he’s crazy to be planning that far out but the crazy ones are actually the ones who wait too long. Because he’s ahead of the curve, he has the luxury of exploring all the options and laying the groundwork to keep those options open as his agency evolves and grows. I’ve seen so many agency owners who get close to their retirement age only to discover that they haven’t set up their business to be able to deliver what they would ideally like. The owner I’m working with now wants to sell his agency to an employee or group of employees. But there’s no one in his shop today that would be an ideal buyer. So we have to recruit/hire and train his eventual buyer. That doesn’t happen in a year or two. It’s definitely a long term strategy but because he’s starting so young, there’s no reason we can’t make it happen. We started our work by asking/answering some key questions. You might run yourself through these to see how many of them you can definitively answer. Do you want to sell the agency or is it your intention to use the agency as an ATM machine making as much money as possible each year, and grow your wealth outside the business? Do you want to completely exit the agency and be 100% retired (or doing something else)? If you want to retain some ownership — what would your involvement look like once you take on other owners? Do you want to build your agency [...]

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How are you investing your time?

I had a great conversation (podcast) with Andrew Dymski, the host of Inbound Agency Journey about how and where agency owners should be investing their time. We talked a little inbound but the lion’s share of the conversation would be relevant for any agency owner. Take a listen here. In the podcast, I talk about how a primary focus for any agency owner should be new business. In fact, about 50% of your time and attention should be devoted to it. How are you doing on that? To make that happen, you need to get out of the weeds of daily client work. You also need a plan of attack. Take a look at our online business course - AMI’s Agency New Business Blueprint. It just might be what you need to help you get out of the weeds. Like all AMI work, if you don’t like it, we’ll give you the money back. Check out the content here and hurry up before 2020 budgets and plans are created and you’re not part of the mix.

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Stop talking about yourself

I spend a lot of time in various agency conference rooms, critiquing their new business pitches. The invitation to do that usually comes after a streak of “we loved you, buts” or worse — not even making it to the final face to face meeting stage. The truth is — you are pitching your agency every day, whether it’s a formal review where you put on a suit and stand up in front of a committee or you’re sitting across the table from a prospect talking over coffee. Whatever the circumstance — the biggest (and most common) mistake agencies make is that we’re so enamored with our fill in the blank (proprietary process, programmatic prowess, award-winning creative, etc.) that we forget that is not what the prospect needs. They need results. They need proof that their marketing dollars are working. They need leads and sales. Go grab your last three proposals/pitches (word docs, PPT — whatever the format) and give yourself a score. How often do you talk about your agency (our work, our results, our team, our process, etc.) versus the tangible results that the prospect can reasonably expect if they hire you? If you’re honest and your proposals look like most — you are not going to get a passing grade.

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Agency owners need to embrace the 50-20-30 rule

Given that it's the Monday after a holiday weekend, I have one question for you ... Where were you?  Most agency owners can barely squeak out a long holiday weekend, let alone a family vacation. And even when you get away, you aren’t really disconnected. There are lots of issues with this reality and the costs are significant. It’s tough on your relationships, you’re super stressed, and if something doesn’t change... your agency isn’t sellable. But other than that, it’s a great strategy. So what do you do about it? That’s what iMedia asked me to write about and my answer was — you embrace the 50-20-30 rule. In the article, I describe how I believe agency owners should be spending their time and how to actually own a business as opposed to just having a stressful job. Check it out and let me know what you think. Our September AE bootcamp is getting pretty full. If you want to send some of your crew — it would be good to get them registered soon. Click here to register.

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