Category: Positioning

Prospects Don’t Give a Damn About Your Sizzle Reel 

Agencies love to make a splash in pitch meetings.  They dim the lights. They roll out the high-production sizzle reel. They showcase themselves.  And then they wonder why the prospect tunes out.  🚨 Here’s the hard truth: Clients don’t care about your agency. They don’t care about your award-winning work. They don’t care about your “creative process.”  […]

Stop Explaining Your Process—Start Owning the Outcome 

If you’ve ever taken a parent or loved-one to a doctor’s appointment, you know the moment.  The doctor peers at the X-ray, rattling off terms like ligament, elasticity, meniscus. They’re talking to the nurse, not your parent.  Then they turn and say one of two things:  “There’s structural degradation in the joint…” Or: “You’ve got a bad […]

Your Marketing Isn’t Competing With Other Agencies—It’s Competing With Noise 

In the 1970s, the average person saw about 500 ads per day.  Today? That number is estimated to be closer to 20,000.  Let that sink in for a moment.  And now—try to recall the last ad you saw.  You probably can’t. Or rather, you’re thinking of the last one you remember. Which is different from the last one […]

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