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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.
In this section
playbook
Improve perceived value
The more value the clients think they'll gain, the more compelling your offer seems.