Present a compelling offer

If you can ensure that all your potential clients understand:

• What your agency can do for them

• Why that’s so valuable

• Why they need that

• Why they need that from you

• Why they should pay you well for it

• Why they should act now

Then you will be in the top 10% of agencies.

What’s more, if you can ensure that people who…

• Don’t value that

• Won’t want that

• Won’t want that from you

• Won’t pay you well for that

• Won’t actually act

…stay away, don’t bother you, and don’t tie you up in time-wasting tyre-kicking procurement exercises — then you’ll be in the top 1% of agencies.