Agency Blueprint

What strategies can you implement to guarantee your clients choose to stay and grow with your agency? It is easier, cheaper, and more profitable to retain a client than to find a new one; ensuring your clients feel valued and understood from their first interaction with your team will keep them around for longer.  In this episode of The Agency Blueprint, we discuss a comprehensive client retention method designed to enhance client satisfaction and loyalty. We explain the importance of having an initial kickoff call with the team and client, reviewing sales calls, and ensuring all team members understand the client's goals and expectations. Don’t miss this episode to learn about deepening client relationships, the necessity of defining and tracking clear KPIs, and more.  Key Questions:   [01:27] How thorough is your internal kickoff process, and are you setting your team up for success from the start? [04:28] Are you giving your internal team enough time to prepare before introducing them to the client? [12:57] Are you maintaining regular and meaningful communication with your clients to keep them engaged and satisfied?  [13:22] Can your client see how you’ will help them get to the next step of their business?  [22:18] Are you using clear KPIs and measurable goals to track your success and demonstrate value to your clients? What You’ll Discover: [01:27] The pitfalls of rushing into deliverables without proper internal communication, starting with an internal kickoff call. [03:04] The importance of recording sales calls and properly articulating the goals and deliverables to your team.  [04:28] How to set up internal teams properly before the client kickoff call to ensure understanding and preparedness. [06:41] The importance of continuing thoughtful and strategic communication throughout the client relationship. [08:50] The importance of aligning goals and setting expectations during the initial client kickoff call to avoid future disappointment. [12:57] How to hold an advisor’s position for your client by giving them value and painting a future in every touchpoint of your relationship. [14:19] How to deepen client relationships with consistent and structured communication to ensure you’re being seen as a partner rather than a vendor.  [19:37] The importance of strong project management to ensure timely delivery and client satisfaction. [22:18] The necessity of defining clear KPIs and measurable goals to track and demonstrate success.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Do you know that a well-crafted contract can transform your creative agency's success? There’s a clear difference between good and bad contracts for creative agencies. A well-drafted contract has customized legal agreements to mitigate risk and enhance agency business operations.  In this episode of The Agency Blueprint, I’m joined by Josh Barrett to discuss how to reduce risk with good contract drafting for creative agencies. Josh is a partner at Matchstick Legal, the leading business law firm for advising creative agencies and their owners. Josh founded Matchstick Legal in 2011, driven by a passion for helping creative professionals navigate complex legal landscapes. Don’t miss this episode to learn the importance of having clear terms about intellectual property ownership in contracts, client obligations, termination rights, recognizing your negotiation power, and more!  Key Questions:   [01:03] Could you share a little about Matchstick Legal, what your firm does, and your background? [02:40] What are your experience and recommendations on the risks associated with not paying close enough attention to the process of good contract drafting?  [04:53] What frequency do you generally recommend that people review their contracts for contractors and clients?  [12:20] What are some of the big things you see missing or not considered in agreements when reviewing them?  What You’ll Discover:   [01:08] Josh describes Matchstick Legal’s specialized focus on business law for creative agencies, plus his background in the field. [03:02] The importance of good contract drafting and the risks associated with using generic templates without customization. [04:59] Why you should revisit contracts every 12 months to ensure they remain relevant, effective, and adapted to changes in the business environment.  [06:22] The benefits of using plain English in contracts, making them more accessible and reducing the likelihood of disputes. [08:21] The pitfalls of lengthy and overly complex contracts often used by large corporations.  [10:41] The importance of standing firm on key points to negotiate better client contract terms, plus Matchstick Legal’s "Report Card" service.  [12:41] The common elements missing in agency contracts include intellectual property clauses, termination rights, and client obligations.  [16:28] The importance of including a legal fees clause and clearly defining client obligations in contracts to deter bad actors and ensure project success. [19:31] Why you should recognize your leverage as an agency during contract negotiations and push for fair terms. Connect with Josh/ Matchstick Legal: WebsiteLinkedInFree Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Did you know that providing social proof can significantly boost your conversion rate in marketing and sales strategies? Clients’ case studies and testimonials are powerful tools in your sales and marketing efforts. But how do you effectively use your testimonials and clients’ results in various sales and marketing funnel stages? In this episode of The Agency Blueprint, I provide insights on the powerful impact of client results, case studies, and testimonials on marketing and sales strategies. I explain how to establish a client’s emotional needs and pain points before delving into the business challenges and objections they faced.  Don’t miss this episode to learn more about integrating written, spoken, and video testimonials at various stages of the marketing and sales funnels. Key Questions:   [01:23] What key emotional components are missing from your current case studies?  [01:30] How do you effectively establish your client's emotional needs and pain points before working with you?  [05:57] How are you leveraging spoken and written testimonials in your sales process?  [12:53] What is the potential impact of leveraging written case studies and video testimonials in your marketing and sales strategies?   What You’ll Discover: [01:30] How to establish a client’s emotional need and pain points before delving into the business challenges and objections clients faced. [03:08] The importance of articulating the business outcomes and decisions behind your work with social proof.  [03:53] The various formats for testimonials and how they each fit into the different marketing and sales funnel stages. [04:49] The value of combining written and video formats on a case study page for comprehensive client understanding. [05:57] How to utilize spoken testimonials effectively in webinars, conferences, podcasts, and sales conversations.  [07:59] How to leverage written testimonials in emails, on your site, and in the sales process to address client risk assessments. [08:52] How to continue building trust and provide additional information for client evaluation by sending relevant case studies post-discovery calls.  [10:33] The importance of using video testimonials post-presentation to reinforce your proposal and build trust through client experiences.  [13:37] Why you should reflect on your current case studies and consider updates to enhance their emotional and narrative appeal.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

How do you approach mentoring and investing in your team? If you want to grow and be better, you have to invest in your team. Your team is your pathway to a successful business – they are your product, service, and the core of your agency.   In this episode of The Agency Blueprint, we discuss mentorship and how to approach investing in your team so you can grow in many areas of your agency. We also explain the importance of taking a genuine interest in your team members and clearly communicating your expectations.  Listen in to learn how to humanize your team, have an open line of communication, make training tangible, and more.  Key Questions:   [00:47] How do you grow and improve your agency by improving your team and investing in them? [11:01] How do you go about setting time aside to invest in your team? What You’ll Discover: [01:40] How to set clear expectations by having the core fundamental responsibilities to allow your team to meet them.  [03:25] Understanding how communicating your expectations as a manager makes things easier. [07:04] The importance of taking a genuine interest in your team members, which plays into the overall team performance.  [11:01] Humanize your team and invite them to be part of your journey by sharing the lessons, issues, and failures you’ve faced. [14:12] How to have an open line of communication where your team sees you as a supportive mentor.  [18:26] The importance of making training tangible and easier for people to understand expectations.  [20:02] How to make available tools, resources, and knowledge your team needs to do their jobs.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

What are you doing to show others that women can lead without being labeled a certain way? Women who lean into their strength and tap into what matters when leading achieve success and bring about much-needed change.  In this episode of The Agency Blueprint, I’m joined by Carmen Reed-Gilkison to discuss women’s empowerment in business and marketing and our role in making it happen. Carmen is a Certified Online Business Manager and Whole Person Certified Coach with over 25 years of marketing experience. She works with female entrepreneurs to assess, develop, and optimize their businesses for sustainable profitability. Don’t miss the episode to learn more about fostering your path, creating a successful sales system for your agency, stepping into a CEO mindset as a woman leader, and more.  Key Questions:   [02:36] What are your thoughts about women being labeled bitchy, and what’s your experience and your clients’ experiences in this dynamic? [06:49] What advice would you give to a client or team member in a situation where the word bitch is being used?  [16:37] What common issues do women agency owners face when getting involved in the sales and marketing aspect of a business?  [21:57] What mindset tactics can women use to maintain their power and confidence?  What You’ll Discover:  [02:45] Carmen shares her thoughts on why ambitious women are labeled bitchy and how we can do better as we know better. [05:24] The responsibility of women leaders to show others what’s possible to bring much-needed change. [07:23] How to lean into your strength to de-escalate a situation where the word bitch is being used in a workplace environment.  [10:58] The personal strength and fortitude it requires to tap into what matters to you as a woman leader. [14:09] Understanding how women are fostering their own paths using their experiences and the benefits of that. [16:59] How to build confidence and own your expertise as a woman agency owner to create a successful sales system.  [20:59] The importance of prequalifying your leads to ensure you’re speaking to the right people and not just anyone.  [22:20] How to step into a CEO mindset and start looking at things analytically and setting aside time to plan for your business.  [26:35] Carmen’s Master Your Mindset in Business and Life class, plus a tip on overcoming difficulties.  Connect with Carmen: WebsiteLinkedInFree Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

How can you help your ideal client make the best possible choice they can for themselves during the sales process? Your responsibility as a salesperson in your agency is to have your prospective clients make the best possible decision they can, well informed, clear direction so that they can feel affirmed venturing into a new relationship with your agency.  In this episode of The Agency Blueprint, I discuss sales touchpoints to include in your sales process to make sales work better for you and your prospective clients. I also explain how to avoid the mistake of appearing too eager in a sales conversation, which gives off a scarcity mindset and hence gives your prospective client the upper hand. Listen in to learn how to get prospective clients to show up to a qualification call, help them evaluate their potential direction, present a proposal, and more.   Key Question:   [01:10] What things can you think about or do to allow sales to work better for you? What You’ll Discover: [02:03] Don’t bring a scarcity mindset into a sales conversation; instead, bring an abundant mindset to make a sale effectively.  [02:33] Slow down and share the information they need to make the best buying decision possible.  [03:10] The importance of recognizing people’s buying criteria to help them facilitate that buying decision. [06:56] How to get prospective clients to show up to a qualification call by getting them a piece of collateral. [08:08] How to build upon the conversation you’ve already had for them to evaluate their potential direction. [09:36] Have the strategy conversation to evaluate what they have going on that leads to a proposal. [10:52] Share a testimonial video of another client’s experience after presenting a proposal.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Do you present yourself authentically during sales? Unlike presenting your curative version, authenticity will bring out the real you and attract the people you want to work with.  In this episode of The Agency Blueprint, we discuss what makes authenticity attractive to your potential prospects and a real game-changer. We also explain how to change your sales perspective by seeing the actual value you’re providing, learning to articulate your ideas effectively, and being authentic.  Listen in to learn how to connect and build trust with your leads by having fun during a sales call and providing appropriate advice.  Key Questions:   [00:46] What’s your perception of what sales is supposed to be?  [03:50] What’s your experience with your idea of being an authentic salesperson and making sales?  What You’ll Discover: [01:53] Why the number one mistake agencies make is hiring a salesperson too early and why it doesn’t work.  [04:08] How to change your sales perspective by seeing the actual value you’re providing, learning to articulate your ideas effectively, and being authentic.  [12:14] The importance of having fun during a sales call in an authentic way to connect and build trust with a prospect.  [16:50] The importance of including all the stakeholders in a call to explain your process without leaving anyone out. [18:05] Understand that lying and overpromising aren’t fun and instead set the right expectation for everyone to win. [19:28] Avoid overselling what your prospects don’t need and instead sell what will help them accomplish their goals.  [20:38] How to build trust with your prospects by acting as an advisor for what is right for them.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Is your agency news newsworthy? How interesting, immersive, compelling, and targeted is your news to give you results? Making your agency newsworthy takes expertise and an understanding of what works for you and your goals. In this episode of The Agency Blueprint, I’m joined by Amanda Proscia & Mickie Kennedy to discuss PR and how to make your press releases newsworthy. Amanda is the co-founder of Lightspeed Public Relations and Marketing, a New York City-based agency focused on promoting innovation in areas like healthcare, financial services, and consumer electronics. Mickie is the founder of eReleases, a press release distribution service for startups & small businesses. He founded eReleases 24 years ago to help small businesses, authors, and startups increase visibility and credibility through press release marketing.  Don’t miss this episode to learn the importance of having a target audience, why you should be well-prepared before inviting PR, and more.  Key Questions:   [02:13] How do you know whether the news your agency plans to release is newsworthy? [07:50] What can be done in preparation for a press release and after?  [10:53] Mickie, can you walk us through the trends and types of things that are working right now that didn’t work before and things that were working before but aren’t working right now? [16:00] When should an agency consider the timing considerations for both PR and some earned media? [21:16] How can creativity come into PR and press releases in a way that allows for a little engagement with the journalists?  What You’ll Discover:   [02:27] Amanda explains the expertise required to find opportunities that make agency news newsworthy. [04:05] How to target a specific audience and accomplish your goals by being at the right place with the right story. [05:24] How to make PR relevant to the media, taking into account what their audience would find interesting. [08:05] Questions to ask and strategies to apply before a press release and the pitching to do afterward. [11:21] The power of authenticity and owning your story in PR and why they worked before and in modern times.  [16:19] Why you should be well prepared before considering it time to invite media attention to your agency. [18:49] The evolution of media recently and why it hasn’t changed the value of newswires and PR professionals.  [21:46] Creativity and tech tools to use to tell stories in the most immersive and compelling ways.  [23:51] Mickie and Amanda share tips on where to start with PR as an agency considering PR.  Connect with Amanda& Mickie: Amanda’s LinkedInAmanda’s Website & BookMickie’s WebsiteFree Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Do you listen to your internal monologue? What stories do you tell yourself, and how are they impacting you? It’s so easy to get in your own way and tell yourself stories that distract and stagnate your growth.   In this episode of The Agency Blueprint, I explain how to avoid being your worst enemy and instead become a believer in yourself as the first step to growth. I also describe how anxiety affects my decision-making and how I’ve learned to deal with it. Don’t miss this episode to learn more about the importance of leaning into the lessons you learned from failed experiences.  Key Questions:   [01:35] What situations that have happened in the past impact the way you make decisions?  [05:35] What are the potential opportunities and risks associated with your decision-making? [12:20] What do you do when your confidence is low? What You’ll Discover: [01:00] The importance of recognizing that you won't make the right decision at the point of anxiety, fear, and scarcity.  [02:09] How not to allow anxiety to overcome you by placing it first to better understand yourself and your decision-making.  [05:13] The two directions to think about when making a decision to make it ahead of time rather than from an emotional place.  [08:05] Understanding that failing at something doesn’t equal failure but an invaluable lesson.  [11:57] How to recognize your progress and success to boost your confidence and power through low moments in your journey.Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

What are the existing issues that you have in your agency today? How are they preventing you from reaching the next stage of your growth? In this episode of The Agency Blueprint, I explain how rapid growth can be achieved with the right structure. I also explain why rapid growth and success take deeper focus on what you’re doing instead of spreading your focus thin.   Listen in to learn how to identify your ideal clients, build a network that gets you referrals, create alignment, and more.  Key Questions:   [03:04] What issues are preventing you from reaching the next stage of your growth, and can you solve them today?  [04:19] How do you build a network and position your agency incredibly well? [10:46] How do you take your ideal client on an emotional journey?  What You’ll Discover: [01:38] How having less inputs results in better results and less distraction and chaos. [04:19] The importance of clearly understanding who you’re targeting to build a network that gets you referrals. [07:46] How to build a story around your brand and ideal client by creating alignment.  [09:26] How to create a pricing model that allows you to price things easily and put scopes in front of clients.  [10:46] How to come up with a flexible and structured sales script that makes the emotional journey the same across clients. [12:51] How to build a framework focusing on leadership and management teams and structure the recruiting process.  [14:48] How to manage agency growth by managing the financial components and building down on the KPIs. [17:04] The importance of working with the account management team to focus on cross-selling and upselling. Free Copy of The Practical Agency Book.Real Life Agency Success StoriesWeekly agency tactics YouTube ChannelProfitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.