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What is the best way to speak to your target audience? How can you make a compelling case to work with your agency? With proper storytelling techniques, you will reach your prospects and clients in a way the resonates with them. Every successful agency owner needs a persuasive "Who am I" narrative, along with educational and vision stories that speaks directly to potential clients. However, the task can feel overwhelming, leaving many owners unsure where to begin. Today’s featured guest specializes in transforming scattered narratives into strategic stories that create meaningful connections.

She'll reveal the essential types of stories every agency owner should develop to attract clients, while emphasizing the power of simplicity—demonstrating why less truly is more when it comes to impactful storytelling. Tune in to learn the art of strategic storytelling that positions your agency as the obvious choice in a crowded marketplace.

Margot Black is a publicity expert and founder of Black Ink PR, an agency that takes clients’ stories and turn them into winning strategies that produce strong results and elevate their business from established to extraordinary. She’s also the author of Life’s a Pitch, a masterclass in business, branding, public relations, and marketing that will teach you how to get what you want in business and life.

Margot shares her focus on the importance of storytelling in connecting with audiences, highlighting strategies for agency owners to effectively communicate their narratives, focusing on a number of stories that every owner should share with their audience and tools that will help you identify common denominators with your audience and understanding their problems.

In this episode, we’ll discuss:

Connecting with prospects by sharing compelling stories.
The importance of mapping out your process.
2 essential stories every agency owner should tell.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Connecting with Prospects by Sharing Compelling Stories

Many agency owners struggle to craft a compelling narrative about their business. According to Margot, the first thing you need to do is connect to your audience by finding a common denominator. One of the most powerful things you can do to achieve this is demonstrate your understanding of their challenges by creating stories that say “I know what your problems are. I understand.” These stories are always powerful because your audience feels seen.

Unfortunately, many entrepreneurs miss this opportunity by focusing too heavily on self-promotion ("let me tell you all about me"), neglecting the crucial element of empathy. When you demonstrate that you both understand and can solve your audience's problems, you've already won a significant part of the battle for their attention and trust.

Instead, Margot suggests framing your message around "how to" questions. For instance, "How to tell a better story so people will listen" or "How to find five people that need what you have." This approach not only positions the storyteller as an expert but also provides immediate value to the audience.

Pro Tip: Keep it Simple. With limited time and attention spans, your audience needs content that's easy to grasp and implement. Rather than overwhelming them with extensive offerings like a 123-lesson course, focus on digestible concepts: "I'll show you the four quadrants you need to dominate to attract more customers." You may think that the more you offer the better, but people have very limited time and attention to give in this ADHD era so make it easy for them to grasp the core concepts to enhance retention.

The Importance of Mapping Out Your Process

"How we do it" stories represent a powerful yet underutilized tool in agency communications. These narratives function as client roadmaps, clearly illustrating the processes and methodologies behind the agency's success. By transparently sharing these operational details, agencies demystify their work and provide potential clients with clear expectations. This structured approach significantly increases client confidence when deciding to partner with an agency.

Without process-focused stories, clients lack visibility into your working methods and can't anticipate how much involvement will be required from them. Margot specifically advises against giving clients "homework" as this creates additional burdens that often go uncompleted which leads to frustration and disengagement.

Instead, effective "how we do it" stories should clearly show the finish line—allowing clients to envision the end result before the partnership even begins.

Equally important is incorporating a "what's changing and where we're headed" element into your narrative framework. In today's rapidly evolving business landscape, clients seek reassurance that their agency partners understand how emerging changes affect their specific challenges. They want partners who not only recognize these shifts but also have developed clear strategies to navigate them successfully.

When in Doubt, Educate Your Clients

If you’re at all confused about where to start, stories that teach provide an excellent starting point. These narratives offer significant benefits by sharing valuable knowledge and insights that empower clients to better understand and address their challenges. This educational approach accomplishes two critical objectives simultaneously: it establishes your expertise in your field while keeping the client firmly positioned as the central character of the narrative. The most effective stories always maintain this client-centric focus. Their journey, challenges, and ultimate success should drive the narrative forward.

For instance, a leader might share a story about how they overcame a common challenge faced by their clients. By detailing the steps taken and the lessons learned, they not only provide valuable information but also illustrate their understanding of the client's journey.

2 Essential Stories Every Agency Leader Must Tell

Who I Am — Every leader should develop a compelling “Who I Am” story. The best advice Margot has to improve it is to know where to start. People tend to start too early and tell you about where they went to college or even their childhood – details that rarely resonate with potential clients. Instead, focus your personal narrative on establishing relevant expertise that directly addresses client needs. Even though the Who I Am story is about you, it’s still for your audience and should attract them.
Vision Story — Equally important is crafting a powerful "vision" story that articulates an inspiring future direction. These narratives provide clients with a clear roadmap to success—such as the eight pillars of agency ownership—and create a compelling framework for your relationship. A great historical example of an exceptional vision story is Martin Luther King Jr.'s "I Have a Dream" speech. This is one of the most powerful visions in American history that illustrates how powerful vision stories can mobilize and inspire action. Leaders who can paint a vivid picture of the future not only engage their clients but also empower them to envision their own success.

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