EP 331: Rethinking agency biz dev part 5: Focus your agency’s POV, with Drew McLellan

Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you have to shout it from the mountaintops.

 

Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you have to shout it from the mountaintops.

This episode continues a short series dedicated to improving your agency’s biz dev efforts. We’ve discussed the importance of finding a niche several times on this podcast. But here — our focus will be to go a step further. We’ll look at the importance of claiming and declaring your agency’s point of view — and how to do it.

There are questions you can ask of your agency to finetune your POV. There are ways your agency can be findable without needing to continuously create and churn out original content for each different platform. And you might think you need to speak to a large audience but focusing smaller is actually easier and faster to monetize. Putting the ideas spelled out in this conversation into action will help set your agency on a course toward success.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• The timeline of how agency life has changed
• The importance of declaring your point of view
• Questions to help you define your agency’s point of view
• The cornerstone & cobblestone content concept
• Why it’s easier to monetize a narrower audience