fbpx

I want to write a book for my agency, but where do I start?

You have a story and the expertise that deserves to be shared. You have the ambition to author a book and become the authority who will inspire and educate others and boost your own career and personal goals. And you have the tenacity to believe in your success, and how far your story can go. Hence, you might have wondered, “I want to write a book to grow my agency and thought leadership, but where do I start?” There’s a reason why the majority of business owners who want to author a book at some point in their lifetime never actually get their words onto paper. Writing a book can initially seem like a daunting task that takes hundreds of hours of work. It might even seem that it requires a lot of luck, (and maybe even exclusive networking or connections), to be successful. This is exactly why an estimated 98% of people who want to write a book never actually do. But don’t let the work ahead discourage you from pursuing your goals! You’ve already taken a step forward simply by researching where to start, and the path ahead is certainly not an insurmountable one. So before you get started on creating your book, take a moment to read the following tips and strategies. This can ensure that you stay motivated, positive, and excited about your upcoming book from the first page to the last. Setting the Scene to Write a Book The very first thing you need to do is to ensure that you have everything required to start writing. And most importantly to have all you need to continue writing until you finish your book. It’s easy to spend an hour or [...]

By |

Not Finding Your Ideal Clients? Maybe You’re Looking for the Wrong Things.

At the beginning of most of my engagements, I start by sending the client team a questionnaire that helps me establish a baseline understanding of how the agency approaches business development—strengths, weaknesses, skills, and areas of resistance. In it, I ask them to describe their ideal client. Here’s a sampling of what I hear more often than not: “Open-minded, seek out expert advice, and take it, challenge us with problems they can’t solve, value our time and expertise.” “Really smart, and motivated to get things done.” “Collaborators who recognize the importance of strategic planning and thoughtful execution.” “They provide us with direct access to key decision-makers. They’re collaborative, value our opinions and input, and have a healthy balance of practical and aspirational thinking for their brand.” “They’re ‘brand collaborators’—marketing-led companies looking for a long-term, transparent partner to challenge the status quo and collaborate on integrated solutions.” “They trust us, respect us, and like spending time with us. Discussion is always thoughtful, relaxed, and challenging. It never feels like we’re not on the same team even when we disagree.” “They are appreciative of the work we do and pleasant to work with.” These are pretty idyllic descriptions. And not necessarily unrealistic. Every agency deserves to work with clients like these. The problem is, these descriptions are limited in their ability to help you find ideal clients. I began to consider why agencies default to describing ideal clients in this way. What I realized is agencies tend to frame the question as "who are we best served by?" when the question I’m really asking is “whom do you serve best?” Understanding the distinction between the two has big implications for the effectiveness of your new business outreach. Who is [...]

By |

Go to Top