It is necessary to understand the potential downside and limitations using Threads for new business.  I recently wrote an article about the powerful benefits of Threads, taunted as the next-generation social media platform. While Threads brings a host of benefits to the table, it’s important to consider some potential drawbacks or challenges associated with the platform: Limited Reach and Exposure: As Threads focuses on specific topics and communities, it may limit the reach and exposure of users’ content. Unlike traditional social media platforms with broader audiences, the potential f ..read more

Exploring the myriad advantages of Threads, highlighting how it is reshaping the landscape of social media. In an era where social media has become an integral part of our lives, new platforms are continually emerging, aiming to revolutionize the way we connect and communicate. Among these innovative platforms, Threads is rapidly emerging as a frontrunner, offering a unique and enriching experience for users. Streamlined and Focused Communication: Threads sets itself apart from traditional social media platforms by focusing on streamlined and efficient communication. It allows users to create ..read more

Having a written marketing plan makes new business easier and much more consistent. I wanted to share, from my personal experience, one of the typical challenges of small to midsize advertising, digital, media and PR agencies. They are often described as the cobbler’s children who have no shoes. The most common positive trait among these agencies is that they know how to take care of their clients. But what is their most common negative trait? They have no marketing plan. Agencies are historically bad when it comes to marketing themselves. It’s as if they lose their mark ..read more

Your agency’s mission statement can have new business value and measurable results. A mission statement is a statement of the purpose of a company, organization or person, its reason for existing. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. Wikipedia The mission statement captures the heart of an organization, what it stands for and why it exists. Here are some examples of the mission statements of popular digital businesses:  Google. To organise the world’s information and ma ..read more

Successful writers spend 75% of their time in the preparation and editing process and only 25% of their time writing the content. There are big rewards from content marketing, but it’s also a big challenge. Writing is a process that takes time and effort. Even the best writers have difficulty putting their ideas into words. Most of us aren’t born with the gift for writing. We have to work at it.  According to a study conducted by McLuhan and Davies, a Toronto based consulting firm specializing in communications training, effective writers spend: 40% of their time p ..read more

How to win new business without pitching, reclaim control of client engagements and stop giving away your thinking for free.  My friend, John Sharpe,  has spent nearly forty years in the ad agency business and the last twenty in business development exclusively. He is a personal friend and mentor with an impressive resume. So when John tells me that he has just read one of the most influential business development books in his lifetime, he had my attention. The book John recommended was, The Win Without Pitching Manifesto, written by Blair Enns. I immediately ordered a copy. After f ..read more

How ad agencies acquire new business has changed dramatically and that effects the knowledge and skills new business directors need to make it happen. People who have done this job in the past are struggling. The tenure of a new business director is now two years or less. In a recent survey conducted by RSW/US, only 26% of new business directors were considered successful. A 4A’s report sited that 90% of agency staff say they have to figure things out on their own due to the lack of training. This is especially true of those charged with business development. I thought it would be h ..read more

A SWOT analysis is a good starting point for someone who is charged with creating new business opportunities for a small to midsize advertising agency, PR firm or digital shop.   Part of Steve Jobs’ 12 Rules of Success: Perform SWOT analysis. As soon as you join/start a company, make a list of strengths and weaknesses of yourself and your company on a piece of paper. This strategic planning method, when used properly, can be  a valuable tool for making decisions, setting strategy, and evaluating courses of action. You should use it as an initial step for defining yo ..read more

  If your agency’s social media participation isn’t developing new business leads, it’s important to know WHY.  From my experience, most agencies finally got on board with social media in 2010. They created their agency’s blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in. 70% of marketers report that social media marketing delivers poor or average return on investment. Many agencies thought that by merely having a social media presence, it would give them social media credibility. But they’re learning that it takes more than a social media presence to  ..read more

Believe it or not, most small to midsize agencies are not organized to consistently generate leads. Agency life is chaotic. Too much to do; to little time. The answer to this problem is to work smarter not harder by creating SYSTEMS for new business. A system is a set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a repeated business issue. Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create systems that will kick-start your online leads ..read more