Build a Better Agency Podcast

An agency’s success or failure is reliant upon the owner’s leadership skills to a certain extent. There are many elements that ultimately create an agency’s legacy, but the strength of the leadership is one of the cornerstones that holds it all together. Most teams are built with people who have come up and through the agency world, so by the time they step into a leadership role, there’s a risk that they’re doing it the way everyone else has done it. If you want to have a next-level agency, it might be worth the effort to reexamine and sharpen your leadership approach. Ryan Carey is a ranger-qualified army vet who now heads up White Label IQ, our presenting sponsor here at the podcast. His background and experience have given him unique insights into leadership that allow him to come at agency life with an inspiring perspective. In this episode of Build a Better Agency, Ryan and I explore military-inspired leadership and how it can benefit agencies. These worlds might seem vastly different but they both share a need for clarity, communication, trust, respectful disagreements, and unflappable dedication to the team. We talk about all of these things, sprinkled with Ryan’s true-life stories from the front lines, with the hope of challenging and improving how you think about leadership. 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 need to ensure clarity on a client’s definition of success Tips for avoiding micromanaging your leadership The need for clear processes Why it’s important to not get complacent, even when succeeding Absolute vs Participatory Leadership How to respectfully disagree The importance of trust Challenges of splitting-focus Military experience that benefits agency success “As you continue to develop a project with a client, you’ve got to continue to ensure it’s aligning with where they’re wanting to go because they’re learning too in the whole process.” - Ryan CareyCLICK TO TWEET“In leadership, it’s easy to get into a micromanaging scenario, especially when it’s client-facing.” - Ryan CareyCLICK TO TWEET“I think it’s very easy to become a line item on an expense report and not a benefit to the company.” - Ryan CareyCLICK TO TWEET“The more that you build trust with people, the more that they’re going to be able to say something when it matters.” - Ryan CareyCLICK TO TWEET“People can do amazing things and when you give them leeway and trust, they can take that very far.” - Ryan CareyCLICK TO TWEET Ways to contact Ryan Carey: Special offer: Get 10 Hours FREE on Development of any kind at www.whitelabeliq.com/ami Websites: https://www.whitelabeliq.com LinkedIn: https://www.linkedin.com/in/ryan-carey-wl/ Facebook: https://www.facebook.com/WhiteLabelIQ/ Email: ryanc@whitelabeliq.com Additional Resources: AE Bootcamp — September 14 & 15 in Chicago, IL Sell with Authority (buy Drew’s book) Facebook Group for the Build a Better Agency Podcast My Future Self Mini-Course

Whenever I fly, I wear a t-shirt that says “Be Good To People.” It’s a simple message that I sincerely believe in but the response to the shirt, especially during the pandemic, has been something I wasn’t expecting. It has inspired people to quite literally reach out and touch me with a pat of gratitude for the reminder. We are overwhelmed, exhausted, confused, and scared, all things that can bring out the worst in people, so a reminder that kindness exists, is possible, and can feel almost revolutionary. The generous response to my previous solocast about anxiety has inspired me to take a closer look at the message literally stamped on my chest, in hopes of finding ways to expand on self-care in a way that more fully benefits our teams and clients. In this solocast, I’m talking about the various ways we can be good to ourselves, our team, and the clients we serve. We’ve all been in survival mode and now it’s time to remember who and what we were surviving for. This is about relationship care. 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: Recognizing the ongoing challenges created by the pandemic A call to take better care of yourself A reminder to reconnect with the people that inspire you The need to think about your team The power of learning opportunities Tips for enhancing client relationships Relationship care as a holistic approach

There’s no denying that the call for diversity, equity, and inclusion has never been louder. In the middle of it all, agencies are trying to embrace change internally at the same time they are guiding clients on how to incorporate genuine representation, making us students and guides at the same time. It can be uncomfortable, awkward, and overwhelming, especially to dominant communities who have no real-world experience with marginalization. Nikki McCord turned her political science degree into a career dedicated to influencing change and policy. When she started her own consulting firm eight years ago, she chose to focus on three things: strategic facilitation, board governance, and DEI (diversity, equity, and inclusion). She does so from the crossroads of compassion and urgency. In this episode of Build a Better Agency, Nikki and I dive into all the difficult topics, starting with why she didn’t want to do this podcast. We talk about the ways agencies get stuck when trying to diversify, the costs and ROI of DEI, how to handle the necessary discomfort of open conversations, and the roles we all need to play in order to create a better world for everyone. 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: Where we get stuck in the pursuit of diversity, equity, and inclusion (DEI) The costs associated with DEI How to handle the discomfort of diversity discussions The ROI of DEI The need for dominant communities to be a voice for change What to be thinking about in the quest for a diverse agency The importance of management buy-in for DEI How to begin a DEI integration

Creating a solid tax strategy for your agency might not seem like the most exciting thing to think about but doing so has the potential to put a lot more money directly into your pocket. It can be daunting to try and understand all of the options available, especially when a lot of the COVID-related aid adds to the confusion, so having a solid tax advisor in your corner is more important than ever. But how can you make sure you’re getting the guidance you need if you don’t even know what questions to ask? Craig Cody is a tax strategist and planner who has helped many AMI members better manage their money. His insights and guidance are hugely beneficial to any agency owner wanting to save money while also leveraging income and assets for personal and professional goals. In this episode of Build a Better Agency, Craig and I discuss all things taxes. We look at COVID-related strategies that are still available. We explore surprising deductions to be found by better leveraging your home and how to get the most out of your relationship with your tax advisor, all with the goal of setting up you and your agency for the best possible financial 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: COVID-related tax strategies that are still available Understanding The Augusta Rule How putting in a home pool can be tax-deductible Knowing the difference between a tax strategist and a tax preparer What to expect tax advisor conversations to look like The Defined Benefits Program Common missed opportunities in tax preparation Questions to ask a new tax advisor

We all know how critical account service people are to the success of our agencies. It’s a tough job. Account service people must balance the needs of the agency, the internal team, and of course, the clients. A rock-solid account service person can help you retain and upsell clients, delivering a higher percentage of profitability on both counts. Creating a strong and dependable account services team and process is key to your success. Taylor McMaster is a former agency owner who discovered what she loved most about the work was the account services side of it. This realization inspired her to start a company that outsources account service people to agencies with the goal of improving agency-client relationships and allowing agency owners to step back from the day-to-day so they can concentrate on scaling their business. In this episode of Build a Better Agency, Taylor and I look at several different elements to building successful account services. We discuss how to onboard new clients, ways to ensure you’re hiring the right account services people, and making the most of client relationships by understanding what they want and need from your agency. Strengthening your approach to account services gives you as the agency owner the freedom to put your focus on building your business. 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 onboard a new client Why agency owners aren’t always great at client services How to hire strong account service people Keeping the relationship fresh with long-term clients What clients want from your client services How to merchandise a client relationship What agencies get wrong in client services

We spent a lot of the last year steeped in worry. It was inevitable, given what we’ve all experienced. But even when we’re not facing a global pandemic — it’s easy to get caught up in your own mind, given our work. It’s the nature of the beast for problem solvers like us, working in an ever-changing industry, where our decisions and performance effect so many. Expected but exhausting. In that constant chaos, it can be especially difficult to remember to be grateful. Author Kristi Nelson turned her journey back from Stage 4 cancer into a mission to remind herself and others of the importance for gratitude. Many of us have been on the receiving end of a wake-up call. The Covid-19 pandemic created that for a lot of people in every corner of the globe. Kristi’s message is all about how to be thoughtful and intentional as we move forward. In this episode of Build a Better Agency, Kristi and I explore gratitude, with a particular focus on how it can affect and elevate agency owners and their businesses. We discuss how being grateful can assist problem-solving by reframing challenges as opportunities. We also look at how to show up as a leader who savors uncertainty, why it’s important to cherish connections, and what the “Golden Rule” gets wrong. 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 so easy to fall back into an unfulfilling groove How being grateful can aid problem solving Reframing uncertainty for gratitude How to show up as a leader who savors uncertainty Cherishing connections What the “Golden Rule” gets wrong How to find out what your team truly wants Understanding liminality Ways to contact Kristi Nelson: Book: https://gratefulness.org/wake-up/ Websites: https://gratefulness.org Facebook: https://www.facebook.com/gratefulness.org/ Twitter: @GratefulnessOrg Tools & Resources: Sell with Authority (buy Drew’s book) Facebook Group for the Build a Better Agency Podcast My Future Self Mini-Course

With the realization that this was going to be the 300th episode of this podcast, I unconsciously started to put an extraordinary amount of pressure on myself to create something that was fantastic and perfect. Agency owners live with an immense amount of pressure and expectation every day so this kind of thinking is normal. But that doesn’t make it healthy, helpful, or wise. In this solocast, I’m going to talk candidly about the anxiety I sometimes create for myself when striving for a perfection that is unachievable. I’m going to invite you to look at all the different pressures you feel in your life and career in order to clarify which ones are real and which ones you’re creating through your own drive for excellence and some unreasonable expectations. The truth is – our excellence comes from keeping a steady hand at the helm. It’s about the consistency and the tenacity we demonstrate by showing up every day. Our agencies are like ships and we are its captain. Our job is to pilot the ship to its next destination. There are always going to be storms that crop up, big and small. But we have weathered many before and we’ve got this one too. That’s our genius. And, finally, I’m going to ask you to seriously consider the honest answer to this question: “No, REALLY, how are you doing?” 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: A personal story about creating pressure to be excellent Recognizing the dangerous expectations we set for ourselves The importance of self-care as an agency owner Why simply showing up can build to excellence Why it’s important to be honest when answering “How are you?”

If there’s one thing every agency has to be able to do, it’s innovate. We are paid to be creative thinkers on command. We have to be able to generate ideas on a regular basis that serves both the agency and our clients. This can be exhausting and stressful to deliver consistently, especially because it’s usually only the agency owner or a handful of leaders who can do this work. What if everyone in the agency had the skills and confidence to be an innovative thinker? Author Carla Johnson has studied the art and science of innovation. The research she’s done and the methodologies she’s built are both fascinating and super useful. She believes innovative thinking is both innate and teachable. It’s been an integral part of human nature since the beginning of time and it’s her mission to help reignite a passion for it. In this episode of Build a Better Agency, Carla and I explore all things innovation. We give this buzzword a clear definition. We discuss mistakes made in trying to find creative solutions. We look at ways innovative thinking can be enhanced and taught, as well as how to create a culture of creative thinkers in your agency. 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: Understanding the definition of innovation Why innovative thinking is a skill we all have Mistakes that keep meetings from being creatively rich Is innovative thinking teachable? Does groupthink help or hinder agency innovation? Why adults are less innovative than children The archetypes of innovative thinking How to create a culture of creative, innovative thinkers

Culture has always been an integral part of any organization. We talk about it in different ways than we used to, but wherever people gather – they create culture. Often, that culture becomes one of the building blocks of an organization’s brand. But not always. The crossroads of brand and culture still holds a lot of untapped potential your agency can leverage both for yourself and your clients. Theresa Agresta is a former agency owner who realized the cultural assessments she was using to build a brand created a whole different business opportunity that would allow her to dig much deeper into the connection between brand and culture. The fascinating work she’s doing through her company CultureTalk is something that could greatly benefit agency clients, as well as their own shops. In this episode of Build a Better Agency, Theresa and I look at the ways culture can be used as a tool for agency growth. We take a deep dive into the definition of culture, while also exploring ways to change a company culture, use these insights to improve employee and client relations, and how embracing culture research can easily create additional revenue streams by enhancing what you can offer to clients and prospects. 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 data used to study brand and culture The gap between what is expected and what is tolerated How systems aid culture-related conversations Tools for changing a culture How agencies are using culture insights to better their work Getting over the hesitation of a culture review Using the insights in regards to employee relations Utilizing culture research outside of brand work Creating AGI from culture assessments “By measuring organizational culture, there are many different connected business challenges that you can start to solve for.” @TheresaAgrestaCLICK TO TWEET“Culture exists in the delta between what leaders say they expect and what they actually tolerate day-to-day.” @TheresaAgrestaCLICK TO TWEET“One of the critical things that a system, a framework, and a language give you is the ability to have a real conversation about culture.” @TheresaAgrestaCLICK TO TWEET“If you want to help an organization tap into who they are at a gut level and show up authentically, it all starts with understanding their culture.” @TheresaAgrestaCLICK TO TWEET“It’s about creating awareness and acceptance for the differences and appreciating the value that different people bring.” @TheresaAgrestaCLICK TO TWEET“Culture can be measured, it can be managed, and it can be led.” @TheresaAgrestaCLICK TO TWEET Ways to contact Theresa Agresta: Free PDF – How to use Archetypes to Coach, Lead and Drive Organizational Change Expect vs. Tolerate Graphic – this is so simple! And, one update: our next CultureTalk Certification class start-date was moved one week to Tuesday, July 13th (10:00 AM NY and 5:00 PM NY cohorts) We’d love to offer your listeners a 10% discount if they register for the July class. They can use the coupon code BetterAgency at checkout. Websites: https://culturetalk.com Facebook: https://www.facebook.com/culturetalksurveys LinkedIn: https://www.linkedin.com/in/theresaagresta/ Twitter: @TheresaAgresta Tools & Resources: Sell with Authority (buy Drew’s book) Facebook Group for the Build a Better Agency Podcast My Future Self Mini-Course

As Stephen Woessner and I teach in our book Sell With Authority, it’s critical for agencies to use content to attract their right fit prospects. When it’s done well and consistently, it can give an agency an unfair advantage over all of their competitors. But what exactly does doing it well mean these days? Author, speaker, and entrepreneur Joe Pulizzi is credited with coining the phrase “content marketing”. His focus is on teaching marketers how they can build a business by being helpful more than relying on more aggressive selling tactics. He brings a lot of passion and enthusiasm for the work that he hopes will inspire your successful game plan. In this episode of Build a Better Agency, Joe and I discuss the various aspects of content marketing. We look at how it has changed, what is being done wrong, and the many ways to improve your content strategy. We also discuss exit strategies, the importance of building a community, and new ways to think about niche marketing. 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 has changed in content marketing and why it changed so fast What is being done wrong by many agencies? The need for consistency The importance of exit strategy planning Can a generalist agency employ a content strategy? Why you need to build a community How to build patience into your lead generation Niche marketing