Read the ABOUT page of any agency’s website or read through some of their promotional material or listen to their capabilities presentation and you are likely to read and hear the same descriptions over and over again.
Nothing new, certainly nothing differentiating, even if they say, “but it’s really true about our agency. We really are strategic. We really are fun to work with, yada, yada, yada.”
Here are the ten things agencies are most likely to say about themselves:
- We’re full service
- We offer comprehensive solutions
- We provide great ideas
- We are results oriented
- We use an integrated marketing approach
- We have a wide range of experience
- We are strategic
- We have great chemistry
- We provide you with our best people
- We have award winning creative
Sound familiar? Sound the same? Care to add to this list?
Agencies commonly fail to differentiate themselves. They typically focus on what makes them the same instead of what makes them different and that is why they look and sound the same to prospective clients.
Agency’s that try to appeal to everyone are appealing to no one.
A diverse portfolio of clients, for small and midsize agencies, is not a sign of strength but a sign of weakness.
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