It seems I have just written the title “What is the Secret of Agency Success?”. I suspect that those that read my posts know where this will be going. The title, even if I wrote it, may well be little more than click bait. Let me explain.
If I had a secret would it really be a secret if I published it now? The absurdity of there being a public secret. How does that work? And if I knew the secret, why would I share it? On no count does it make sense.
What on earth is agency success? Every agency owner has a different definition: selling for £5m, or £10m, employing 50 people, winning The Drum awards, getting an OBE, buying the holiday/car/house of your dreams, peace of mind. And every Agency staff member has another set of ideas of what agency success looks like. What does ‘Agency Success’ really mean?
I have just done a little study of blogs and articles and most seem to emphasise a big reveal around the subject of successful agency growth. Most are full of relatively simple but not over-helpful advice. Nothing particularly profound or meaningful.
Let me offer you a selection:
Clean up your CRM
Write to all your customers
Look at your pricing strategy
Follow-up on all your leads
Run a workshop for your staff
Run a workshop for your customers
Create a plan for next year
Create a strategy
And so on…
Sorry but I am singularly underwhelmed.
Let’s be clear. Half of me sniggers at the banality of these trite suggestions. The other half of me thinks that these authors are almost right.
The key issues in agency growth are about the basics. The great agencies are great at the dull, boring stuff.
However, my gripe is that these authors/bloggers/consultants present these ideas as some kind of state-of-the-art revolutionary ideas. In fact, they are the very reverse. They are not rocket science. But they are the basics.
Any half-decent agency director will have seen these ideas before and will be applying most of them already. Are they impressed by these so-so mediocre ideas? No. Why not? Because they don’t dig into what an agency needs to do to be successful. And reading banal articles with little added value will not help you grow your business.