Build a Better Agency Podcast

The conversation of diversity, equity, and inclusion and DEI policy creation is something on the minds of many agency owners. How to tackle such a delicate and complicated topic can be overwhelming and confusing. The fear of getting it wrong or not doing enough can lead to no action at all, which we can all agree does nothing to further the cause. But how exactly do we begin and how do we get it right? Nikki McCord returns to expand upon the conversation we started in Episode 304 (“The ROI of DEI). Nikki consults people and companies on how to make committed changes, in both policy and behavior, surrounding the topic of DEI. She’s a passionate expert on the subject and the discussion is sure to inspire ideas and action. In this episode of Build a Better Agency, Nikki McCord and I talk specifically about the concept of DEI policies and how to best approach them. Beyond that, we look at the way tiny shifts can make a big impact and why we need to give ourselves permission to make mistakes along the way. Beyond our own agencies, we also discuss how to incorporate these challenging conversations into our work with clients and vendors. 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: What should be included in a good DEI policy The difference between a policy and a statement How to rethink your approach to a DEI policy Tiny shifts that make a big impact The importance of authenticity How to guide clients through DEI conversations How to get through the fear of making mistakes surrounding DEI Ways to contact Nikki McCord: Websites: http://mcconsultgroup.com Facebook: https://www.facebook.com/McCordConsult/ LinkedIn: https://www.linkedin.com/in/nikki-mccord/ Twitter: @McCordConsult Tools & Resources: Sell with Authority (buy Drew’s book) Facebook Group for the Build a Better Agency Podcast My Future Self Mini-Course

Discover the top five mistakes employees make when taking over agency ownership. Learn why a clear exit strategy is crucial and how to navigate the emotional challenges of this big transition. The importance of tough conversations and building a supportive team is highlighted to ensure a smoother process. Embracing agency ownership can be thrilling, but smart planning is key to success. Tune in for valuable insights that can set you on the right path.

“Culture” and “Brand” are two concepts that are often thought about and discussed as completely different topics. We don’t often consider how one might not only affect but define the other. But the truth is, they are very much the opposite sides of the same coin, if that coin represents the calling card for your agency or your client’s company. Agency owners and authors Mark Miller and Ted Vaughn have literally written the book on the connection between culture and brand. In examining the challenges and successes of both their own clients and research into other companies, they defined six patterns that define culture and the traits that make these patterns successful. In this episode of Build a Better Agency, Mark, Ted, and I take a deep dive into these six patterns – or “layers” – and how come to define an agency’s success. We explore everything from different kinds of trust to the need to sometimes fire a rockstar employee. We look at ways to inspire an invitation to difficult conversations and why it’s so important for creatives to advocate for themselves. We even define the first step an agency can take on the quest to improve, fix, or define a company’s culture in a way that leads to a winning brand. 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 links between a winning culture and brand Why culture is so important in a conversation about brand Functional vs. relational trust 6 layers of marque culture How to tell if a problem is caused by a system or a person Why creatives need to advocate for themselves How agency owners can inspire a truth-telling environment Where to begin on the journey to fix culture

There is no shortage of advice on how to be a better agency leader, but much of the advice out there is esoteric or theoretical. The ideas are grand, but a solid, tangible game plan is rare. Without clear steps to take, old habits and behaviors easily return before these new ideas have a chance to create lasting change. Author Jonathan Raymond’s diversified background led to an interest in figuring out how leaders could grow their business in a way that was in alignment with their values. He has developed some interesting ideas and action plans for how to inspire your team to want to follow you. In this episode of Build a Better Agency, Jonathan and I take a pragmatic approach to leadership. We examine how to recognize when you’re undermining the team and how to create clear expectations. We explore a 5-step method for managing performance. And we discuss the link between personal and professional development. Becoming a better leader starts with a desire, but requires a plan of action. Hopefully, this conversation offers a bit of both. 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: How to recognize when you’re disempowering your team The need to set clear expectations A 5-step method for managing performance Understanding the time limit on feedback Why pattern recognition is important in agency leadership The power of uncomfortable silence Why personal and professional development aren’t different 3 reasons why poor behavior isn’t called out

The world of neuroscience might seem like an odd place to seek out powerful marketing tactics, but there’s no denying that effective marketing isn’t just about being great creatively. Art might draw attention, but human nature and how our mind works is what inspires the buy. Understanding neuro-marketing and what triggers the mind of an audience can only improve the rate of success. Dan Russell runs Vivid Labs, a conversion optimization agency that has developed neuroscience-inspired marketing strategies. He moved out of the service space so he could teach agencies and other businesses how to utilize these techniques for business growth and success. In this episode of Build a Better Agency, Dan and I talk about the different ways neuroscience insights can be used effectively in marketing. We discuss how his team determines what tests to run that are both practical and ethical. Using real-world examples, we take a closer look at a few effects that marketing agencies absolutely need to know about and incorporate. 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: What is neuro-marketing? How to determine what scientific tests apply to marketing Ensuring tests are both practical and ethical Why the physical world can trigger more effects than the digital world Nuero-marketing effects agencies need to incorporate The importance of video to increase conversion

No one needs to tell you that it’s easier and more cost-effective to keep existing clients rather than continuing to hunt and pitch for new ones. There’s an obvious need to genuinely nurture these relationships, but oftentimes this advice is more theory than tangible. It’s rare to find a clear game plan for creating lasting change that is simple, even if it’s not always easy. This conversation sheds light on that challenge and how to solve it. Author and keynote speaker Shep Hyken is one of the world’s most well-known and well-respected experts on client service. He is dedicated to helping companies create customer experiences that bring them back over and over again. He does so with insights and gusto intended to challenge how you approach your crew, clients, and customers. In this episode of Build a Better Agency, Shep and I discuss more than just the theories of creating good client relationships. In addition to talking about the need to create a sense of amazement and the downfall of settling for “fine,” Shep outlines the specific, tangible steps that can be taken to create a culture that is focused on the customer experience and how to make sure your clients won’t even consider looking anywhere else for what they need. 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: Why it’s important to measure a client’s likelihood to return How to create a sense of amazement with your customers and clients The problem with “fine” in client service The #1 culture-changing tool A 6-step process for creating a culture that is focused on the customer Precisely how to create an “I’ll be back” experience

Agency owners often grapple with significant challenges when planning an internal sale. Mistakes like gifting shares or lacking structured deals can jeopardize smooth transitions. Hiring external guidance emerges as a crucial strategy for success. Personal stories illustrate the importance of meticulous planning, addressing both operational and emotional elements. This insightful discussion also hints at an upcoming summit geared towards further supporting agency owners in their endeavors.

Creativity lives at the center of every agency, but finding, nurturing, and retaining the best fit creatives can feel like an impossible task. Someone with an impressive resume who interviews wonderfully can suddenly feel like a mismatch once they’re actually in the role. It can feel like a guessing game, which is especially daunting for such an integral part of the team and your agency’s success. Jamie Roberts has been a creative at agencies large and small. She grew up on the art side of the business and realized that all creatives are not wired the same. They might have similar skills but where they live on the spectrum of that skill defines their strengths and weaknesses. With this knowledge, she identified five key traits that can help agencies find creatives, or better understand the creatives they already have. In this episode of Build a Better Agency, Jamie and I explore the spectrum of these five key skills. We discuss how understanding them can simplify hiring decisions that lead to long-term success for both the agency and the new employee while also giving more insight into how to best leverage your existing creative staff. I even put Jamie’s skills to the test with an off-the-cuff discussion on where she believes I fall on the spectrum of these five skills. 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: How to rethink the approach to creatives Understanding creative traits on a spectrum Responsive vs. deliberative adaptability Abstraction vs. analytical curiosity People vs. process agility Collaborative vs. independent confidence Broad vs. deep commitment

All agency owners strive to be great leaders but that can be a daunting task when there are so many things that demand attention on a daily basis. And understanding what defines a great leader and how to learn and implement those skills can be equally overwhelming. When it feels like the focus needs to be external on building the company and growing client relationships, time dedicated internally to processes and staff development is often rushed, minimized, or pushed to another day. Author Deborah Coviello has studied what it takes for a CEO to elevate not only their companies but also their people for long-lasting impact. Defining an agency’s “True North” creates the guiding star to ensure the entire team is moving in the same direction. She also believes a focus on people development sets the foundation for the greatest success. In this episode of Build a Better Agency, Deborah and I look at various elements that create a great CEO. We talk about the need for clear processes that have the future in mind, the importance of prioritizing proactive internal growth, and how any team member can be a high performer if you have the right conversation with them. We also discuss the insights an agency owner can gain by taking time away and why mentors and coaches may hold the key to a CEO’s 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 elements that make up a “CEO’s Compass” How a company benefits from defining their “True North” Why the right processes are critical to success The need to rethink leadership to prioritize doing something proactive to grow your company internally What are we doing that’s right and wrong for growing our emerging leaders How to improve the way we give feedback The importance of finding a coach The insights gained from three words: continue, start, and change

As we continue the push into a post-pandemic world, many agencies are taking a hard look at how they approach business and what they want this new future to look like. Many are implementing long-term changes inspired by what the last 18+ months has taught them. Others have been inspired to make changes toward a more focused vision. Success with these changes starts with becoming crystal clear on what kind of agency you want to be. In over 300 podcasts, I have never repeated or reposted an episode. Until now. Episode #100 entitled “Are You A Wonderbread Factory or An Artisanal Bakery?” is probably the single most common episode people mention when they bring up past episodes. The response has been so positive and consistent that it felt like a perfect episode to revisit as a guiding light toward defining your agency’s next chapter. In this solocast, I discuss the spectrum of how agencies can do business, from the creative-driven, custom-designed artisan way to the numbers-driven, one-size-fits-all factory approach. There are pros and cons of both sides, and many agencies live somewhere in the middle of the spectrum. But having agency clarity about where you are and where you want to be is the surest way to ensure the kind of success you are striving for. 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: Why this topic seems more relevant today than when originally recorded How agency focus sets up agency success Defining the two ends of the spectrum of how agencies can approach business The pros and cons of running a wonderbread style agency or an artisanal bakery How to approach shifting your agency’s focus