CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies. The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have […]

Hosting Events is Good for Ad Agency New Business

events for ad agency new business

Hosting your own events gives you control over the attendees, the agenda and the outcome. Networking and trade show events for new business is often a total waste of time. Attendees are focused on their own personal agendas. A more efficient and effective way to spend your time is to host your own events. Hosting events can benefit […]

Five Billion Reasons to Change the RFP for Ad Agency New Business

RFP for Ad Agency New Business

Inspire your clients to abandon the RFP.  The RFP (Request for Proposal) process is the way a lot of clients evaluate and select an advertising or marketing partner and keep prices down. But Cal Harrison, president of Beyond Referrals, states that the RFP process is actually an unsophisticated, and inefficient, process based on questionable science. It actually increases the […]

Persuasive Writing for Ad Agency New Business

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 […]

50 Ad Agency New Business Quotes

fifty quotes for ad agency new business

Agency new business is a very tough job. There’s often a lot of rejection associated with the position of business development. It’s difficult to stay optimistic. One thing that helps to inspire me are quotes that I pick up from my reading and from conferences and seminars. They condense wisdom into bite-sized memorable sentences that […]

A Perfect Platform for Ad Agency New Business

A Platform for Ad Agency New Business

For over eight years I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific target audience. It’s like a fishing […]

Agency New Business Has Dramatically Changed

Michael Gass Fueling Ad Agency New Business

   This is My Personal Story In Leading Ad Agency New Business I wanted to publically thank my good friend, Ken Henley, who is a Nashville artist that created my new caricature. Ken and I have known each other for years. We’ve seen a lot of changes within the advertising industry, but none as great as what […]

Is The Shoemaker’s Daughter Syndrome Costing Your Ad Agency New Business?

shoe cobbler and ad agency new business

If you’re suffering from the Shoemaker’s Daughter Syndrome, you may want to consider closing the gap between what you recommend for clients and what you use for your own purposes. Guest article by Gerry Black, Direct Response Copywriter/Marketing Consultant. Over the years, I have come across many clients and agency owners who exhibit this classic disconnect phenomenon. […]

Why are ad agency new business executives performing so badly?

Rainmakers who were good at new business in the past are struggling today. According to a recent Agency-Marketer Business Report from RSW/US, the tenure of a new business director is 2 years or less. Only 26% of new business directors were viewed as successful. Why? I’ve worked face-to-face with more than 200 advertising, digital, media and […]

Learn to Say NO for Ad Agency New Business

say no for ad agency new business

To be more successful, you’ll need to be less accessible. Owners of small to midsize agencies are a key to new business. You must manage your time wisely.  Learn to say “no” to the wrong requests and “yes” to the right ones.  This reminds me of the following quote from Michael Hyatt,  author of the New York Times […]

Social Media Isn’t Working for Ad Agency New Business

 

If your agency’s social media participation isn’t developing new business leads, it’s important to know WHY. 

From my experience, most agencies finally got on board with social media in 2010. They created their agency’s blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in.

70% of marketers report that social media marketing delivers poor or average return on investment.

Many agencies thought that by merely having a social media presence, it would give them social media credibility.… Continue reading

Podcast: Inbound prospects in 30 days

Inbound Marketing for Ad Agency New Business

How to speed up the process of developing inbound leads for ad agency new business.

I recently had the pleasure of being interviewed by Jake Jorgovan for this episode of his, Working Without Pants Podcast, sponsored by Outbound Creative.

I share in-depth tactics to help agencies with their inbound marketing strategies. A lot of agencies have a hard time seeing new business results from inbound marketing, or success is taking a long time. I show ways that inbound and social media can start creating an impact within 30 days.… Continue reading

8 Primary Problems for Ad Agency New Business

Problems for Ad Agency New Business

 

Agencies have lots of problems when it comes to new business.

Almost my entire career in advertising was spent in business development. I’ve been a consultant to advertising, digital, media and PR firms for over ten years. I’ve worked one-on-one with over 270 agencies. From my experience, new business is becoming more complex and challenging. 

Here are eight of the most common problems of small to midsize agencies and what to do about them:

1.  

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CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies.

The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have entered a productive phase where companies are starting to crack social’s code to turn it into a genuine marketing advantage.… Continue reading

Attentionomics Needed for Ad Agency New Business

Presentations for Ad Agency New Business

 Every ad agency presentation needs to focus on capturing and keeping your audience’s ATTENTION.

Keeping your audience’s attention is the rule that matters the most.

If you want to reach your audience, you must have something significant to say and be passionate. Genuine passion will attract attention and attention will lead to action.

A lot of agency presentations are nothing but recycled insights or predictable services. They use the same agency speak with nothing note worthy or memorable.… Continue reading

3 Things An Ad Agency New Business Director Needs for Success

ad agency new business training

How ad agencies acquire new business has changed dramatically and that effects the knowledge and skills new business directors need to make it happen.

People who have done this job in the past are struggling. The tenure of a new business director is now two years or less. In a recent survey conducted by RSW/US, only 26% of new business directors were considered successful.

A 4A’s report sited that 90% of agency staff say they have to figure things out on their own due to the lack of training.… Continue reading

To be an effective writer, spend more time planning and less time writing

content marketing for ad agency new business

Successful writers spend 75% of their time in the preparation and editing process and only 25% of their time writing the content.

There are big rewards from content marketing, but it’s also a big challenge. Writing is a process that takes time and effort. Even the best writers have difficulty putting their ideas into words.

Most of us aren’t born with the gift for writing. We have to work at it. 

According to a study conducted by McLuhan and Davies, a Toronto based consulting firm specializing in communications training, effective writers spend:
  • 40% of their time planning
  • 25% of their time writing
  • 35% of their time revising

Less effective writers usually spend:

  • 20% planning
  • 60% writing
  • 20% revising

Here is an easy to follow formula that will help fuel your writing:

1.

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A Fresh Look at How to Market Your Ad Agency for New Business

Marketing Your Ad Agency for New Business

Stop selling your services, that’s not what prospects are buying.

Agency business development programs are often sales focused. They’re built around outbound, interruptive sales tactics that are designed to start engagements with prospective clients. The prospects have little, if any, awareness of the agency or how they’re different from their competitors.

Success in “selling the agency” is proving to be extremely difficult. And when business development isn’t successful, they think the sensible thing to do is to step-up outbound sales.… Continue reading

How to Fuel Ad Agency New Business With Content Marketing

content marketing for ad agency new business

Why is content such a valuable strategy to help ad agencies drum up new business?

I thought I would share a recent interview conducted by content marketer, Andy Baldacci. Andy hosts Hubstaff’s Agency Advantage Podcast where he helps agency owners grow their business.

If you’re skeptical of the value of content marketing for your agency or are worried that it will take too long to get results, this is the episode for you.

Click Here for a full written transcript and to listen to: Fueling Agency New Business With Content

Here are some interview excerpts on the importance of content marketing:

“The average Fortune 500 company has 17 agency relationships.… Continue reading

Boring Presentation Decks Kill Ad Agency New Business

ad agency new business

Delivering a presentation that moves prospects to action STARTS with the presentation deck.

I’ve reviewed hundreds of agency presentations. Could somebody please tell me why great CREATIVE PEOPLE become so BORING when creating a presentation?

PowerPoint and Keynote slides have the ability to empower your presentation or kill it.

Most presentation decks are created using PowerPoint. There are approximately 30 million PowerPoint presentations made each day. Though PowerPoint is the most popular presentation software, it isn’t my favorite.… Continue reading