The Agency Accelerator

When you started your agency, you probably had some end goals in mind.  A lot of people dream about selling their agency, but the reality is that it's very difficult to sell a service-based business (and make a decent amount of money). So perhaps a better option is to focus on building an agency that is less dependent on you. i.e. a Self-Running Agency.  Now, you know I'm a big fan of this approach since I have my book called The Self Running Agency, and I also have my membership group (The Self-Running Agency Implementation Group) and this is a strategy I help my clients deliver.  So in today’s podcast, I am delighted to be joined by someone who is doing just this, Simon Isaac, MD and Owner of Capsule Marketing. Time Stamp [01:33] Introduction to Simon Isaac and Capsule Marketing and why he wants to build a Self-Running Agency [02:22] Simon’s journey to starting and growing a marketing agency [03:53] What were your hopes and plans in the first couple of years of running your agency [05:16] Who were your first hires when you started hiring staff? [07:06] Why did you decide you wanted to start removing yourself from the day-to-day running of Capsule? [08:43] Simon’s passions and interests outside of Capsule (and why he wanted more time to pursue these) [10:15] The typical entrepreneur: an ideas person but not a completer/finisher [10:40] Simon outlines the key steps taken so far to start building a Self-Running Agency and not work 5-days a week in the agency. The importance of hiring a great number 2 and an empowered team [13:10] “It’s lonely at the top” - The importance of having external advisers (that you listen to!) who can act as our board and provide expert objective advice [15:17] How and why did you put together a Senior Leadership Team [16:00] Creating opportunities for growth for all the team [17:22] Simon’s experience of moving from a corporate world to a creative world - and the many lessons to take from his past corporate life. [18:20] Creativity is not stifled by implementing systems [18:40] Simon’s future plans and how he is ensuring they are delivered [20:30] The importance of letting go and trusting others [20:57] What advice do you have for other agency owners who are still completely entrenched in delivering client work? [22:10] What if you did delegate and it all went wrong? [24:30] Don’t recruit ‘in your like’ but rather hire people who are better than you [25:30] If you could go back in time and give your younger self one piece of advice, what would it be? Quotations “It’s so important to regularly stop working in your business, take a breath, get a high-level view to know what your need to focus on before you take the pause button off” - Rob Da Costa “Trust your people, invest in them and have high expectations of them” - Simon Isaac “Surround yourself with people who are better than you and don’t feel threatened by them” - Simon Isaac Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Find out more about Simon: Simonisaac.co.ukCapsule Marketing WebsiteThe Self-Running Agency BookThe Self-Running Agency Implementation Group

Everyone talks about the concepts of value-pricing and value-selling and it sounds really good in theory. But in reality, a lot of agencies don't know how to apply it or are too scared to start taking a value pricing approach. So they go back to their tried and tested ways of pricing on fixed project fees or selling on time. So in today’s podcast, I want to give you five tips and strategies that you can begin using right away to start moving towards a value-based pricing and a value-based selling approach.  Time Stamp [01:08] Today’s episode is sponsored by my free masterclass: “3 ways to raise your agency's prices and profits without losing clients”. I'm running this workshop 4 times this month (if you're listening live) or you'll be able to watch a replay. So check out the link below and invest 60 minutes of your time to learn some practical strategies that you can start implementing straight away.  [01:33] A story of toothache to explain value-pricing [02:34] A definition of value-based selling [02:56] An example of quoting for a web design project [03:29] 5 strategies to move towards a value-based pricing and selling approach that will enable you to charge higher fees and create strong relationships with your clients [03:50] Strategy 1: From the first conversation you have with a prospect focus on the outcomes they are looking for and how they tie back to their business goals [05:45] Strategy 2: Make sure you understand how the wider business will assess the success of your campaign, not just the marketing resource that you might be dealing with.  [6:19] Strategy 3: When you agree to write a proposal make sure you’re constantly referencing the outcomes that the client is seeking from your work.   [06:38] Strategy 4: Price on the outcomes. This doesn’t mean you’re making any kind of guarantees or offering ‘payment by results’, it just means that you are getting everyone’s mind focused on the transformation the client is looking for from being in pain to not being in pain. [07:23] Strategy 5: Don’t discount! If they want a lower fee and discuss which aspects of the project they don’t want to include! [07:55] Pricing is 50% mindset and 50% application Quotations “Getting your pricing right is 50% mindset and 50% application” - Rob Da Costa “Brave agencies will spend 90% of their time in a prospect meeting in fact-find mode and 10% presenting their agency” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Download my FREE guide on value-pricing & value-sellingJoin my FREE masterclass on value-pricing and value-selling

One of the most frequent conversations I’m having in my agency group and my private clients is around talent or the lack of it right now, and therefore the need to find more creative ways to find good people. And of course one of those ways is finding great freelancers. So that’s the topic for today’s podcast and I’m really excited to be joined by Shahar Erez who is Co-founder & CEO of Stoke, an on-demand talent platform empowering companies to adopt a hybrid workforce model that scales as quickly and efficiently as needed. In 2021, Stoke was acquired by Fiverr for $110M just 15 months after coming out of stealth mode.  Time Stamp [01:22] The state of talent in the current market (spring 2022) [02:35] There is a workforce revolution taking place: 2018 research (in US) showed that Gen Z didn't want to take a full-time job but instead wanted flexibility and remote working opportunities [04:30] By 2030 60% of the workforce will be freelancers  [06:10] Companies must evolve to recruit freelance staff as well as full-time employees. Their mindset must change [07:10] How should people be recruiting now?  [09:30] Case study of how WordPress recruits [10:58] Freelancers work for a number of companies every year so they bring a wealth of knowledge and this helps the agency learn [12:12] How do you stay profitable when you are hiring (more expensive than FTE) freelancers? [16:20] How do you ensure freelancers fit in your agency, culturally? [18:44] A freelancer will always work hard because if they don’t they will be gone the next week! [19:30] How do you manage a freelance team member? [21:50] What is the best way to pay freelancers? [22:58] A cautionary tale of paying day rates to freelance staff. Advice to avoid issues [24:10] How do I find freelancers? [26:15] The recent acquisition of Stoke Talent by Fiverr and future plans [32:06] If you could give your younger self one piece of advice, what would it be? Quotations “There isn't really a talent shortage, it's just most agencies are still trying to recruit the way they did 5-years ago and that no longer works.” - Shahar Erez “For agencies, it’s more efficient to hire expert freelancers than full-time staff equivalent” - Shahar Erez “Looking for a freelancer when you need one (without having built your database of freelancers) is like having a podcast and only recording an episode when you have something to say!” - Shahar Erez Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Recruitment and retention guideContact Shahar:WebsiteLinkedIn

Procrastination and perfectionism are two negative traits of agency leaders that stop us from getting things done - we often tell ourselves stories that something isn’t good enough or we’re not sure about it or we need to know more before we can create some content or launch a new product or service, and that keeps us stuck.  So in today’s podcast I want to talk about one of my favourite expressions ‘done is better than perfect’.   Time Stamp [01:26] The origins of ‘done is better than perfect’ [02:00] Perfectionism is a fast track to failure [02:40] Getting something done is so much better than hanging on to it because you feel it isn't yet perfect [03:28] When is good enough, good enough?  Your target audience will answer this question [04:15] 10 reasons why you should get things done and off your plate [0429] 1. You get results faster! [04:47] 2. Getting something done is overwhelmingly satisfying while perfection may keep us tweaking something forever. [5:00] 3. Remember done is not over, you can still develop your craft, your idea, and your project [05:16] 4. Done rather than perfect means you avoid paralysis [05:43] 5. You're more realistic [06:11] 6. You save time [06:38] 7. You are more productive [07:03] 8. You stop procrastinating [07:25] 9. You overwork [07:45] 10. Ultimately, you get burned out [08:30] If you get lost in the detail then stop, and remind yourself of the context [09:20] Understand your minimum standard and start there [09:45] An example of getting a PDF guide designed [1-:43] Write DONE IS BETTER THAN PERFECT on a post-it and remind yourself of it frequently Quotations “No one is going to get rich off an idea that stays an idea (because you feel it isn't perfect yet” - Rob Da Costa “Take off your perfectionist hat and remind yourself of the purpose of the task at hand and who the audience is” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Improve your mindset15 Tools to help you be more productive

We are talking all about storytelling in today’s podcast and I am excited to be joined by Parul Banka from Caramel Coaching, who shares her personal story as a great example of the power of storytelling. Why is using storytelling in your marketing so much more engaging and how is it going to make your messaging 22 times more powerful? Find out in today’s episode. Time Stamp [01:55] Parul’s powerful story about surviving cancer [04:00] Integrating work with joy and meaning [04:56] All we have is today [5:56[ The meaning of Go Further, Faster [7:03] How do you make sure you always live by this philosophy - even in your darkest days? [7:45] Ask yourself - is it really important and aligned to your vision? [8:50] You need to know your WHY [9:00] Money is rarely the key reason WHY you do what you do [9:44] What is storytelling? [10:20] The difference between a CV intro and a storytelling introduction [11:05] Research shows that when you use stories, your ability to be remembered increases by 22 times to standard messaging [12:46] Why are businesses scared of using storytelling? [13:55] Be willing to be vulnerable [14:35] How can an agency use storytelling in its messaging? [18:11] How do people find their stories? [21:40] How do I practically use my story? [23:10] How to make your story work in written content [26:13] Parul has changed her niche - why and how did she do it? [31:25] If you could go back in time and give your younger self one piece of advice, what would it be? Quotations “All we have is today. Which brings a sense of urgency to get on and live your best life” - Parul Banka “If you can understand your WHY you can stay connected to the important stuff” - Rob Da Costa “When you use stories, your ability to be remembered shoots up exponentially” - Parul Banka Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — to move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Episode 107 - The importance of living in the presentReach ParulCaramelCoaching WebsiteLinkedInEmail: parulbanka@caramelcoaching.com

A simple way to ensure your marketing hits home and resonates with your target audience is to use your customer’s language in all outbound comms.  Sounds simple right? It is but it isn’t and so many get this wrong because they focus too much on their product or service. They do this because they don’t understand their client's pain points enough, so this is what we are digging into this week and I want to give you some pointers to help you get this right. Time Stamp [01:16] There is a time and a place to talk about your product and service in your marketing, but it isn't right at the start! [01:40] This issue typically starts with your website. Is your website full of ‘we’?!! [2:55] Think of your marketing like going on a date - you wouldn’t start by telling them all about yourself (and if you did they would run a mile!). [3:30] Do some research: Jobs to be done interviews [4:34] A story about MacDonald’s milkshakes [6:14] Record the client interviews so you can use their specific language in your marketing [7:02] Your research should uncover what matters to your clients and what keeps them awake at night [7:30] You want your messaging to hit a nerve with your customer and make them feel you really understand them [7:55] The importance of building KNOW, LIKE and TRUST [08:50] Don’t use jargon in your marketing [09:30] Understand what transformation your client is looking for [09:50] Now, go back and check all this against your website! Quotations “Your reader isn’t interested in your product or service until you have proven you can help them” - Rob Da Costa “Don’t use jargon in your marketing. You won’t impress your client you will just lose them!” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — to move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: The Agency Selling System digs into Jobs To Be Done Interviews questioning and techniquesThe Self-Running Agency Implementation Group

In the 3rd and final part of my mini-series on podcasting, we explore how to start a podcast and why you should consider starting your own. I’m joined by Harry Morton, CEO & Founder of podcast production company, Lower Street. This episode is full of insightful advice including the systems and tech needed, how to record a podcast, how to stand out from the crowd, the ideal length, how to market your podcast and how to measure its impact. Time Stamp [02:14] Why should a marketing agency consider starting a podcast as a core part of their marketing strategy? A great way to reach your target customers [03:55] How do you ensure you always provide value to your audience? (clue: don’t have guests that just try and sell!) [5:20] “I am thinking about starting a podcast, where do I start and how do I create a podcast that is different?” [07:30] The importance of having a clear niche for your podcast [07:55] The details: format and length of a podcast, branding & packaging, and the tech needed to start a podcast [10:57] The importance of knowing who your ideal listener is [11:18] The ideal frequency and length of a podcast [14:20] How to market your podcast (hint: social media is not the best place to promote your podcast) [16:53] Partnering with other podcast creators [17:45] How do you measure the impact and effectiveness of your podcast? And what are the best metrics? [22:10] How do you monetise your podcast? And should you? [24:15] Be brave with your podcast - don’t be scared to be different! [26:28] If you could go back in time and give your younger self 1 piece of advice, what would it be? Quotations “Your podcast should be as long as it needs to be and not a minute longer” - Harry Morton “The average number of podcasts people create before they give up is 7!” - Rob Da Costa “Podcasting is still in its early days, the ‘wild west' of marketing strategies” - Harry Morton Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — to move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Harry’s contact details Lowerstreet.co@podcastharry on Twitter Podcast recording platforms: ZencastrRiverside

Why are agencies so bad at applying the smart advice they give their clients, to their own businesses?  I’m on a mission this year to apply everything I teach my clients to my own business and this inspired me to record this episode.  Time Stamp [1:41] It’s hard to remove yourself from the business and stand in the client’s shoes and be your best client [1:50] Are you stuck on ‘the client service hamster wheel of doom’? [02:06] Too many agencies rely on referrals and word of mouth [03:10] The result of a lack of consistent business development is we lurch from feast to famine [03:50] If you do your own marketing you demonstrate to yourself and your client that your advice actually works! [04:08] By doing your own marketing you can keep refining what you advise your clients to do [04:23] Share best practice with your clients and have the confidence to know that it works [5:00] My advice when you feel you don’t have time to do all this: [5:15] Put a system in place and do a few activities consistently [5:35] Don’t expect results immediately but ensure you are consistent at delivering the few activities you’ve chosen to do  [5:50] Don’t get distracted by shiny new objects – there is no easy solution! [6:35] Outsource as much as you can [7:35] Try and be your own best customer [08:00] Do the things you enjoy doing and the things your customer is most receptive to Quotations “We live in an instant gratification world, yet most robust business development strategies deliver in the medium to long-term” - Rob Da Costa “Try and be your own best customer!” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — to move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Useful links mentioned in this episode: My YouTube Channel

In part 2 (of 3) of this special series on podcasting we are discussing why guesting on other people’s podcasts is such a smart marketing strategy. Alex Sanfilippo joins me to explore how to identify and approach podcasts that you would love to guest on, as well as some Do’s and Don’ts. I learned a lot during this interview so I know you will too! Time Stamp [01:30] Introduction to Alex Sanfilippo [03:08] Why is guesting on other people’s podcasts a good marketing strategy? And why are many big brand social media platforms jumping on the bandwagon? [04:45] Why do people listen to podcasts? [05:55] How do you find podcasts to potentially guest on? Find your WHY first [07:41] Where to find podcasts to reach out to [08:40] Talk to your customers about what they listen to [09:13] Some Do’s and Don’ts of reaching out to podcasts you’d like to guest on [09:58] 1. Lead with value [10:58] 2. Make a meaningful request with clarity of what you can add [13:04] 3. Offer credibility (e.g. mutual connections) [13:35] 4. Mention you will share the episode [14:02] 5. Make it easy to say NO (to ensure you hear back) [15:15] Do your research first! [18:41] Make sure your bio is relatable to the audience the podcast targets [20:47] How do you measure the success of a podcast? [23:38] Podcasts are great for building KNOW-LIKE & TRUST [25:30] Create an intentional plan when starting out in your podcasting journey [26:40] Services to support with podcast guesting [28:17] What advice would you give your younger self, just starting out in business? [23:38]  Quotations “Know your WHY first, before you start reaching out to podcasts to guest on” - Alex Sanfilippo “Lead with value first - be a person of value not of profit!” - Alex Sanfilippo  “Podcasting is about creating legacy rather than instant wins” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: PodmatchPodpros.comMy episode on working a 4-day week

Back in 2019, I decided to start my own podcast. I have quite a lot to say about the agency world so thought it would be a great platform for me! 3 years later and over 100 episodes in, I thought I would share with you what I have learned and why podcasting might be a great marketing strategy for your agency. This is episode 1 in a special 3-part series on podcasting. Time Stamp [01:40] The average number of podcasts someone creates before they give up is 7!  [02:10] 8 reasons why podcasting is a great marketing strategy [02:28] 1. Podcasts are easy to consume [03:04] 2. It’s a great way to build your audience and build KNOW-LIKE-TRUST [03:41] 3. It’s not expensive to start a podcast [04:00] 4. Use guests as a way to grow your audience [04:58] 5. Position yourself as an authority in your industry [05:40] 6. It doesn't take a ton of time to produce a podcast [06:25] 7. It’s fun and you will learn from your guests [07:00] 8. Podcasting is still in its early days so it’s a great time to get onboard [8:20] 9 lessons I have learned over the past 3 years [08:24] 1. Know WHY you are creating a podcast and what you want to achieve [09:19] 2. Be very clear about who your target listener is [09:27] 3. Tackle their pains in each podcast episode [09:40] 4. When recording an episode, imagine you are talking directly 1 on 1 with your listener [10:13] 5. Don’t give up - keep at it even if you feel like no one is listening! [11:12] 6. Have a plan to promote your podcast [11:50] 7. If you use social media to promote your podcast, make sure the post itself, adds value (even if they don’t listen to the podcast) [12:24] 8. As soon as you can, delegate/outsource the mechanics of producing your podcast [13:20] 9. It is hard to get decent analytics for your podcast Quotations “The average number of podcast episodes some produces before they give up is 7!” - Rob Da Costa “Podcasting is still in its early days and like the wild west, so it’s a great time to get started” - Rob Da Costa “Podcasting is a great way to build and leave your legacy” - Rob Da Costa Rate, Review, & Subscribe on Apple Podcasts “I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency. Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now! Useful links mentioned in this episode: Batching podcast episodes