There are probably more than a few agencies that do not think about how the world views them, how prospects or even their clients view them, and they don’t have a strategy for expanding that lens so that the world can better understand the depth and breadth of what they do. The risk, of course, is that it’s easy to quickly become pigeonholed as the fill-in-the-blank agency: the PPC agency, the newsletter agency, the web building agency, whatever it is.
You have to decide if that’s good for your business or not so good. If you want the prospects and the clients around you to better understand the depth and breadth of what you offer, you need to have a concentrated plan and effort to help them know that you do more than what they think you do.
By the way, that is not filling your newsletter with talking about yourself. It is about your thought leadership, what you teach, how you teach it, where you teach it, and what you talk about on your social channels. But it doesn’t happen by accident. So if you don’t want to be a one-trick pony or be known just for country music, you will have to do something about it.
And it’s worth talking about and putting together a plan.
View Video Transcript
Hey, everybody. Drew McLellan here from Agency Management Institute this week coming to you from Nashville, Tennessee. When I say Nashville, you immediately think country music, right? It's what they're known for. But the truth of the matter is, Nashville is about many more things than just country music. It's actually the number one music capital in the United States – of all kinds of music. And in fact, if you go down the honky tonks on Broadway, you can hear everything from bluegrass to classical to opera tunes to Broadway tunes to rockabilly to rock, hard rock to punk rock. It's all here. But we think country music. It's also, by the way, the number one destination for bachelorette parties. Don't know why. Just telling you there are a lot of bachelorettes hanging out around Nashville. We don't really understand the depth and breadth of Nashville. We just label it with something. And for Nashville, that's both good and bad. It's great that it draws a lot of people here because of country music. But it's challenging for them and they spend millions of dollars retooling the way we think about Nashville to understand that it's much more than just country music.
The truth of the matter is, the same thing is true about your agency. If you don't really think about how the world views you, how prospects and even your own clients view you, and you don't have a strategy for expanding their view of you, understanding the really the depth and breadth of what you do, you're very quickly going to become pigeonholed as the fill-in-the-blank agency: the PPC agency, the newsletter agency, the web building agency, whatever it is. And you have to decide if that's good for your business or not so good for your business. If you want the prospect and the clients around you to have a better understanding of the depth and breadth of what you offer, you need to have a concentrated plan and effort to help them understand, that you do more than what they think you do. Now, by the way, that is not filling your newsletter with talking about yourself. It is really about your thought leadership, what you teach, how you teach it, where you teach it, what you talk about on your social channels. But it doesn't happen by accident. So if you don't want to be a one trick pony, if you don't want to be known just for country music, then you're going to have to do something about it. And it's worth talking about and putting together a plan.
