Positioning your agency as the solution to a clearly defined problem sets you apart from interchangeable agencies.
Evangelizing the problem and creating a compelling vision of a problem-free future inspires action and creates demand for agency services.
Deep dives
Identifying the problem and positioning as the solution
The podcast episode emphasizes the importance of identifying the problem that clients are facing and positioning the agency as the solution. Many marketing agencies struggle to clearly define the problem they solve and often end up marketing their solutions instead. By framing and naming the problem and making it highly visible to everyone who experiences it, agencies can create a point of view (POV) that sets them apart. The episode discusses the significance of having a strong POV and shows how agencies can deploy it to effectively communicate their unique value proposition.
Evangelizing the problem and creating a future without it
The podcast highlights the importance of evangelizing the problem and creating a compelling vision of a future without it. Agencies should lead their audience to see the problem in a new light and envision a world where the problem is solved. By communicating this future without the problem, agencies can inspire action and create demand for their services. The episode emphasizes the need for agencies to think beyond conventional wisdom and generic messaging, and instead focus on framing the problem and offering a distinct point of view.
Deploying the POV through intent and discovery channels
The podcast explores different methods of deploying the point of view (POV) through various marketing channels. It distinguishes between intent channels, such as Google and YouTube search, where people actively search for solutions, and discovery channels, including social media feeds and podcasts, where people encounter content that sparks their interest. The episode emphasizes the importance of finding the right channels where the target audience hangs out and consuming content, as well as redirecting the audience's need or desire towards the agency's specific niche and expertise.
Shout-out to Pete Caputa for his impact on agency life
In this episode, Nick Bennett gives a shout-out to Pete Caputa for his significant impact on agency life. As a collaborator, Pete has been actively invested in Nick's mission to help agencies achieve greatness. Nick appreciates Pete's commitment to the industry and acknowledges the momentum he has generated for Nick's platform and consultancy. The shout-out recognizes Pete's dedication to fostering collaboration and growth within the agency community.
Do you feel the pressure of having to rely almost solely on word of mouth and referrals to continue growing your agency?
If so, you're not alone.
Even if you have all the systems and capabilities to grow your agency, you may not be effectively marketing your firm...and it's often for a common reason:
You've become an "interchangeable agency."
If you're like most marketing agencies, it's difficult for you to tell clients the problem you really solve.
You struggle to get clients to see (and believe) that you're different.
If that's you, you've been unknowingly positioning yourself as an interchangeable agency.
The answer is to stop marketing your solutions and trying to convince buyers that you're better. Instead, start marketing the problem (and become the default solution).
In today's episode with Nick Bennett, Founder of Harness & Hone, he shares the 3 steps you can take to clearly define (and dominate) your niche.
You'll hear from Nick:
How to go beyond the typical niching by vertical market
How to clearly define the problem you solve
How to develop your POV around that problem
How to deploy that POV out into the market and into the right discovery channels for your unique audience.
Get access to the free, ungated resource Nick mentioned in this episode:
