Four Reasons to Write
Agency business development is a cocktail of sales, marketing and public relations activities. To be successful, your firm has to possess assets in each area.
Agency business development is a cocktail of sales, marketing and public relations activities. To be successful, your firm has to possess assets in each area.
Passion is a great thing, but if you fail to match your passion to a need in the market then you’re setting your firm up for failure…
How much does a logo cost? Your answer probably begins with the words, “That depends…
Michael Gerber, author of The E-Myth, made his name on the idea that you should build and run your small business like you are going to franchise it, even if that’s not a goal. This means mapping out functions and processes, including proprietary strategic processes, to the point that anyone could come along, buy a franchise of your business and replicate your product and your success just from your operations manual and a little bit of training.
When an entrenched specialist is invited to compete for opportunity outside of his area of expertise, his reaction is often something close to terror. The specialist believes that when an opportunity within his area of focus comes to him, there is nobody better qualified to help the prospect.
Okay, you’ve repositioned your firm as a narrowly focused expert. Now what, you ask? Now, my friend, you ask yourself the product question: What skills, capabilities and processes do you need to add to support your positioning? While positioning is rooted in a claim of expertise, product represents your ability to prove such a claim.
Case studies are among the most effective yet most misunderstood and misapplied business development tools available to marketing communication agencies. When presented properly, their power in helping to land the account is almost unrivaled. However, they are often applied incorrectly, and almost always used too early. Case studies are closing tools best used right at
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