Philip Stelter’s Post

It's not just marketing agency pitches. Every Category Management presentation I've seen starts with the same vanilla trends slide, followed by at best a vaguely connected presentation 😂😂😂. If you must start with "our point of view" then at least make it "our point of view on your issue or problem to solve/opportunity to take".

Funny but true!!! The agency landscape is extremely Samey Samey! Same words, same mission, same faces, same work. It’s time to change change. I’ll drop some thoughts on this this week on the next episode of The Black Marketing guy.

"I think you can see, we're a pretty unique agency" 😂 The engagement with Rob Mayhew's post – about agencies all sounding the same – has been incredible. It seems to have really struck a chord with people that work in or with agencies. Take a look through the comments. Two main issues keep getting mentioned which are vital to address if an agency is looking to create standout and connect with clients in the right way. Firstly, the use of generic phrases and identikit language, which may sound slick, scientific or punchy in the brainstorm, but doesn't highlight differentiation or explain the value the agency can deliver when brought up in a pitch. Secondly, the egocentric mindset existing within many agencies assumes that clients place huge importance in the agency's history, culture, roster, awards etc ahead of how they will help with the specific challenges that the client has. #AgencyBranding #BrandDevelopment #UnlockPotential

"We are not like other agencies" - as always Rob Mayhew (Business and Finance bCreator of the year) is totally on point and something we see all the time in our sessions where we help agencies learn how to pitch themselves. But this 'sameness' doesn't just apply in agency land. It happens with individuals too. We all love a bit of jargon. In the sessions we run, words like 'collaboration', 'transformation', 'disruptor' all roll off people's tongues, and out of brains, because we hear them all the time. People want to know about you, but we make it hard for them by hiding behind these words. Our LookUP Substack this month is focused on how to tell your story, without feeling like you lose your own sense of character. Free subscribers get all of the thinking and access to the framework of how to apply it to your story. Paid subscribers (the cost of a lunch a month) get the full explanation of the framework, the live online session (this Thursday at 10am) and full access to all interviews, content and the community. Do something to kick your week off right ... sign up! Link in the comments. Hope to see you there #storytellingforbusiness #yourstory #personalbranding

Every time you see a pitch deck from an agency with this line in it, usually at the upfront, you can be sure they are exactly like every other agency. Though even less creative.

It's funny because it's true. 🤓 It's no surprise though. With over 90,000 agencies in the United States, it's never been harder for agencies to differentiate themselves from one another. Agencies see the success of their competitors and emulate their jargon in the hope it will bring them the same level of fame and fortune. But it just makes the situation worse. So, what can agencies do to stand out in our hyper-competitive industry? Here are a few suggestions: 1. Avoid commoditizing your agency by selling creativity as a service. Clients don't want services, they want solutions to their problems. They want agency partners that take accountability for delivering valuable outcomes. Position your agency as a value driver, not a cost center. 2. Be Yourself (everyone else is taken). Ignore what has brought other agencies success. Take an introspective look at what makes your agency unique (or at least UNCOMMON 😉 ) and then align these talents to enduring market needs. This process often reveals your "hero" offering. 3. Emotionally connect with prospects. Agencies wax poetic about the importance of brands forging emotional connections with consumers but regularly fail to apply this philosophy to their own business. If Volvo sells "safety", and Rolex sells "Status", what does your agency sell? Hope this helps. Cheers, Moggsy 👊 #agencygrowth #newbusiness #creativeadvertising #CMO #businessdevelopment

I've sat in many agency pitches where for the first 30 minutes they talk about themselves, their team, previous clients, and awards they've won. Then WE use the 15-minute Q&A time to try and sus out if they are a good fit for our problems. Such a waste of time and resources. ⬇️ Here's how it should be done ⬇️ 1. Research your client before the pitch. 2. *If needed* start with a 5-minute "this is why we're hot" summary. 3. Lead into a Q&A section about their brand and their needs. –> Spoiler alert, if you've already done the research, you know the answers to these questions already. 4. Pitch your pre-prepared solutions to the problems that surfaced in question 3. 5. Walk away like a rockstar and a newly signed client.

Business Owner Alert - This is not just about agencies….. A lot of businesses cannot put their finger on what makes them different, especially when trying to convince prospects to become customers. Company One: “We’re professional, full of integrity and our team are amazing.” Company Two: “We’re professional, full of integrity and our team are amazing.” No-one presents themselves saying: “We’re a bunch of amateurs, have no integrity whatsoever and are team are pretty shocking really!” So find your uniqueness - your value proposition - what makes you truly different - and then tell people that when they ask. Yes, I am a business coach/consultant (the same as others) but have helped my clients generate over £100m of additional revenue for their businesses in the last seven years using effective commercial, strategic and tactical programmes and processes which have been drawn from 20+ years managing global retail and service brands…. …and I’m professional, full of integrity and work with an amazing team 😉!!

This really made me laugh. As an agency who rarely competitively pitches - this is one of the reasons! Having been in-house for many years, I quickly learned the pitch process rarely works - you get sold an idea, an agency concept or a team you’re unlikely to see again. Go off recommendations, commission a project, do a short 2 or 3-month trial, even ask to look at current client planners and coverage grids! Get under the skin of an agency, not the snazzy pitch deck.

We all know agencies do the same thing in a different package. Why not specialize at the core of your business and unique selling point? Creativity and craft is what your agency sets your business apart. You only need to reorganize in such a way that it can flourish and let the work speak for itself. Want to know how to get shit done? Drop me a line.