Too often good agencies succumb to bad writing. When it’s in high-stakes documents like proposals and client briefs, you put revenue at risk.
Emails, proposals, website copy, case studies – they’re all responsible for making a crucial first impression. Yet too easily agencies fall back on jargon, generalizations and wordiness when trying to get their message across. But when that game-changing RFP comes through the door, it’s your ability to write persuasively that distinguishes you from the competition and increases your chances of winning the business.
Jody Sutter is the owner of the Sutter Company that helps advertising agencies and marketing firms get the clients they want by taking a more strategic, proactive approach to business development. Jody spoke at the inaugural Fuel Lines New Business Conference, Nashville, TN.
Jody’s session was a big hit with our attendees. Creating great content is an important component for new business and a needed skill set for small to midsize agencies. In her session, Jody shares tips and techniques for breaking bad habits and getting more comfortable with writing in a concise, persuasive way.
Highlights include:
- A process for better writing and editing
- The role of “boilerplate” content and how to use it more effectively
- Methods for incorporating storytelling to turn the mundane into something compelling
- Tips for answering even the most unanswerable RFP questions
- Agency executives responsible for writing high-stakes documents tied to revenue, client satisfaction and agency development should attend.
Audio of Jody’s session:
Here’s a copy of Jody’s presentation deck that you can use to follow along with the audio presentation:
More About Jody
Jody Sutter is the owner of the Sutter Company that helps advertising agencies and marketing firms get the clients they want by taking a more strategic, proactive approach to business development. Among her services, she provides training to agency executives responsible for writing high-stakes documents tied to revenue, client satisfaction and agency development.
Additional Fuel Lines New Business Conference Sessions:
- Peter Levitan – The Preeminent Thought Leader on How to Win Ad Agency Pitches
- Bob Hoffman – The Most Provocative Man in Advertising
- Paul Roetzer – The Indispensable Ad Agency
- Michael Gass – Inbound Marketing for Ad Agency New Business
- Jeff Fromm – How to Stop Chasing New Business
- Jami Oetting – How to Seduce Prospects Without Giving Your Work Away for Free
