SKIP INTRO

I’ve said it before and (for SEO purposes) I shall say it again - I LOVE “Skip intro” as an option when using the likes of Netflix, Amazon Prime, etc.

For the people who have spent months grafting away to produce a TV show it must be a real punch in the guts - the blunt acknowledgement and acceptance that no one cares that they exist. Ouch.

But it’s also smart as hell because it’s born of the question “why are people here?”. In the case of Netflix it’s to watch a show/movie. Anyone who thinks that the vast majority are there to find out who wrote this episode of “Lucifer” is deluded (as is anyone expecting “Lucifer” to be anything other than appalling. Just saying).

Let’s now turn that around to you and your creds and/or website. “Why are people here?” Are they here to learn all about you as a person? Nah. Are they here to find out the history of your building? Nah. Are they here to check out the huge list of things you can do? Maybe, but probably not (because these days most agencies can pretty much all do the same thing).

They’re probably there because they have a specific goal and want to know if you can help them nail it. Obviously the specifics depend on what you do and who your customers tend to be, but it probably wouldn’t take long to work out the answer to that key question. And if that answer can be put front and centre on your creds/site how awesome would that be! They got to “skip intro” and get straight to what they were interested in all along.

Show them results. Show them your awesome output. Show them how the work you do will take them to where they want to be. If you force them to watch all the credits (metaphorically speaking) by the time they get to the show (if indeed they stick around that long) they’ll already be spent and might miss something juicy.

Deliver what the audience wants, not what you want them to see to make yourself feel good.

Case studies are king

You’re only as good as your last piece of work (unless you’re still harping on about some logo you changed the colour of ten years ago).

Case studies are incredibly valuable (even the ones that are a little past their sell-by date). You can write all the hyperbole about yourselves you want (and I’ll challenge every last claim just for fun) but if you show me a case study with results and testimonials, well… I’m going to accept everything as legit and an honest insight into your abilities (and if it all turns out to be lies I will hunt you down).

In the top ten “Biggest Red Flags” of a recent Semrush report, “Lack of testimonials and case studies” scored high on the list of company turn-offs, proving the point that someone else’s review of your work will always trump your own self-promotion.

When we check out potential new clients, we scroll straight past anything vaguely “About us”-shaped, instead looking for factual case studies (or at least a portfolio).

When we advise clients on the creation of case studies, many seem reluctant due to a lack of ‘real results’ to report. Seriously, don’t worry about that - a simple testimonial is worth its weight in gold if you can’t conjure up a “300% increase in sales”.

Oh, and if you ARE lucky enough to have a “300% increase in sales”, PLEASE drop that into the case study early and LARGE. It might seem a little grotesque, but showing potential customers a solid commercial outcome your work led to is always a good idea.

Referrals. Don't ask, don't get.

Don’t wait for referrals; ask for them from each and every client and contact you ever knew.

A recent survey showed that in a list of “why have you chosen your existing marketing agency?” number two was “The agency was recommended to us”. Just think about that for a moment compared to all the things you think are the reasons people hire you…

It’s not your web site… it’s not your presence on LinkedIn… it’s not your wacky YouTube channel or your Instagram account. People like a ‘safe bet’ and if ‘Dean over at Company X’ has already used you and liked working with you, be sure to squeeze every last referral from him.

In cold channel new business we talk about having about 20% to work with when it comes to being brought on board, simply because we know that about 80% of business goes to incumbent agencies or referred companies. So why voluntarily sit on the outside of that equation?

Being introduced to a potential new client removes the cold moniker from your resume. You’re now the guys the client “doesn’t know, but came highly recommended”.

It creates SUCH a massive shift in the way you will be regarded it’s worth the potential ‘embarrassment’ of not being referred when you ask.

When was the last time you asked a current or ex-client for a referral? Unless your answer is “just now” then you’re not doing it enough.

Get it sorted.

The Art of Humble

Let's face it, everyone tends to exaggerate a little (and as an award-winning, 6'5" muscular gold medallist with perfect teeth, I understand). Moreover, it seems like nobody ever misses an opportunity to take credit for something that may not entirely be their doing. In my previous role as a renowned PR professional in the video games industry, I was no stranger to this phenomenon. I held records for gracing numerous magazine covers for the games I represented. However, it's important to acknowledge that these games (Unreal, Duke Nukem, Driver, and the like) were already highly-anticipated and well-received. So while I like to believe I did an awesome job, it was somewhat difficult to fail when working with such an extraordinary line-up of games.

Personally, I take greater pride in the times I managed to generate PR traction for less remarkable games. Those were the moments when I truly demonstrated my expertise. But if I were to sell myself to you as a PR expert, which do you think I would highlight? Yes - the flashy accomplishments, of course.

However, when showcasing your "sexy stuff," it's crucial not to overstate your impact. I can certainly believe that your Twitter campaign played a significant role in deepening brand recognition among consumers. But when you claim that the company experienced a miraculous 400% surge in sales solely due to your Twitter campaign... well, you've swiftly transitioned from being a credible part of the narrative to sounding like a dubious storyteller. Once trust erodes, even your honest achievements will fall on deaf ears.

Keep in mind that your audience will have reasonable expectations regarding your contribution to a campaign. Whether you're designing a logo, managing social media, or handling media buying, you undoubtedly play a positive role in the outcomes. However, it's essential to remain humble and authentic, acknowledging that success is a collective effort.

By embracing humility and credibility, you'll not only receive due recognition for your work but also be commended for presenting yourself reasonably and honestly.

Let Results Speak for Themselves

In the world of creative work, your reputation hinges on your most recent achievements (unless you're still bragging about tweaking a logo's colour a decade ago). Case studies hold immense value, even if they've aged a bit. You can indulge in all the self-promotion and hyperbole you desire (rest assured, I'll be there to question every extravagant claim just for fun) but when you present me with a case study brimming with tangible results and glowing testimonials, well... I'll accept it all as genuine, providing an honest glimpse into your capabilities (and trust me, if it's all smoke and mirrors, I will track you down and make your life hell).

In a recent report published listing the "Biggest Red Flags," the absence of testimonials and case studies ranked high among the turn-offs for potential clients. This proves the point that the review of your work by someone else will always outweigh your own self-promotion.

When assessing potential clients, we swiftly bypass anything resembling an "About Us" section and head straight for factual case studies (or at least a portfolio). That's where the true essence of your abilities lies.

When we guide clients in crafting their case studies, many express hesitation due to a perceived lack of "real results" to showcase. But here's the thing - a simple testimonial holds immense value, worth its weight in gold even if you can't conjure up a grandiose "300% increase in sales."

And oh, if you do happen to be fortunate enough to boast a "300% increase in sales," please ensure it features prominently and prominently in the case study. It may seem a tad ostentatious, but showcasing potential customers a concrete commercial outcome resulting from your work is always a wise move.

So, let your case studies do the talking. Let the results speak volumes about your prowess and allow potential clients to witness the tangible impact of your expertise.

Referrals: Ask and Receive

In the realm of marketing, referrals hold tremendous potential. Don't passively wait for them to come your way; take charge and proactively ask for referrals from every client and contact you've ever known. A recent survey revealed an eye-opening fact: when asked why they chose their existing marketing agency, the second most common response was "The agency was recommended to us." Pause for a moment and consider the implications of this in relation to your perception of what makes clients hire you.

It's not solely about your website, your presence on LinkedIn or your flashy YouTube channel or Instagram account. People tend to gravitate towards "safe bets,". IF Barry at Company X has already worked with you and had a positive experience, make it a point to extract every possible referral from him.

When it comes to cold channel new business, we often discuss the 20% rule, recognizing that approximately 80% of business is typically retained by incumbent agencies or referred companies. So, why willingly position yourself on the outskirts of this equation?

Being introduced to a potential new client eliminates the "cold" label attached to your name. Instead, you become the team that the client "doesn't know personally, but comes highly recommended." This shift in perception can have an enormous impact on how you are regarded and increase your chances of securing new business.

It's worth stepping out of your comfort zone and asking current or former clients for referrals. Unless you can proudly say, "I just asked for a referral," it's a sign that you're not actively hitting this valuable route often enough.

Take action today and prioritise the acquisition of referrals. Unlock the potential that lies within these recommendations and watch your business thrive.

The Importance of Efficiency

In today's business landscape, the concept of "time and motion" studies may seem outdated and rarely mentioned. However, the lessons I learned from those practices during my lengthy career have proven to be invaluable. While these studies primarily aimed to identify the most efficient methods for task completion, their principles still hold relevance, especially when it comes to sustaining your business.

Take a moment to reflect on the single activity that keeps your business alive. Is it maintaining an unchanged client base for the past decade? Is it continuously acquiring new clients due to your focus on project-based work without any retainers? Or perhaps it's indulging in reading blogs because they're undeniably captivating (you’re welcome).

The truth is, many of the tasks we engage in daily may not significantly impact our success; they are simply activities we enjoy (and we’ve become experts at rationalising to justify their continuation).

"Networking" is a classic example of turning something enjoyable into a seemingly legitimate business pursuit. However, any diversion from activities that genuinely contribute to your business will inevitably hinder your progress.

One could argue that engaging in "fun" activities benefits the company by promoting mental well-being, and that's a valid point to consider. Yet, it's essential to be honest with yourself. Have fun, but don't deceive yourself into thinking that it directly advances your business objectives. Instead, view such activities as a means to earn brownie points that allow you to indulge in the next enjoyable endeavor.

Now, it's time to shift your focus from reading blogs and dive into real work. Concentrate on tasks that truly drive your business forward and make a tangible difference.

Good luck and have fun (but not too much).

Thinking outside the chicken box

Imagine if you visited KFC and instead of receiving their signature fried chicken they served you a pyramid of asparagus, claiming they were "thinking outside the box." Or picture picking up your car after an M.O.T. and service only to discover that the mechanics had replaced the engine with a cauliflower. Would you applaud their creativity and vision? Of course not - you'd simply ask for what you came for. And now I really fancy 12 hot wings. Damn.

Before I delved into the realm of new business development (yes, I'm throwing in a blatant keyword) I encountered some challenges in my career when referring to creative teams as a "service department." Let me tell you, they did not appreciate that one bit (and I LOVED that).

From the perspective of marketing and sales managers, design serves a purpose. You can't just place a blank white box on the shelves of Lidl and expect customers to be enticed; it needs to be adorned with vibrant shapes or pictures of smiling children gleefully devouring sugar-coated objects.

Once, I requested a straightforward glowing icon resembling an on/off switch for a computer. But before I knew it, a "mood board" had surfaced, and the creative department vanished for an entire day to "conceptualise." Thankfully, I managed to find a friend of a friend who swiftly crafted exactly what I needed in just 20 minutes for a reasonable fee of £75.

Let's not forget (and this message is directed to you, creative folks) that while people value your thoughts and ideas, they also have specific objectives in mind. Therefore, it's crucial to collaborate with them to bring their vision to life, rather than imposing your own preferences onto their "bland" requirements.

Expert Advice vs Ego

When my dad needed to have his flat roof rebuilt to improve rain drainage he had a particular vision in mind (as most handyman dads do). To explore his options, he called several local builders in for estimates.

The first builder presented a solution that didn't align with my dad's initial plan, and as a result, he was ignored.

Surprisingly, the second builder proposed the exact same solution as the first, leading to a similar response from my dad - disapproval and dismissal.

The third and fourth builders - without any knowledge of the previous suggestions - coincidentally echoed the same solutions, which, unsurprisingly, failed to win my dad's favour.

However, the fifth builder finally presented the solution my dad had been hoping for all along, and he decided to move forward with them.

Now, it would certainly add more drama to my story if I could tell you that the roof had dramatically caved in, but alas, that would be a fabrication (at least for now - who knows what the future might bring!)

I have often emphasised the perils of disregarding expert advice, but this situation takes it to another level. It's akin to seeking expert guidance, but only accepting someone as a "true" expert when their viewpoint aligns with our non-expert expectations.

Imagine if four doctors warned you that taking a blue tablet would have fatal consequences (despite your love for the colour blue). Would you still choose to take it if a fifth doctor assured you that they also adore the colour blue and that you would be perfectly fine?

In conclusion, avoid flat roofs (if possible), exercise caution when it comes to taking unfamiliar medication, and perhaps most importantly, refrain from seeking validation solely from experts who confirm our preconceived notions.

Remember: making informed decisions involves striking a balance between expert advice and open-mindedness.

Good luck when the storms arrive.

Removing the dung

As you can imagine, I spend a considerable amount of time browsing agency websites each week. It's not just because I enjoy seeing the impressive work done by creative minds; I'm also (let's be honest) on the lookout for those who are doing a dreadful job of representing themselves. Who knows, there might be an opportunity for us to swoop in and save them from their own misguided efforts.

During these browsing excursions, I come across an abundance of BS, hyperbole, and criminally wasted space. It baffles me why someone would choose to pass on showcasing a killer case study and instead bombard me with irrelevant details like their high school achievements, their encounter with CFO "Dean," the year they were established, or the thought process behind their office building selection. It's mind-numbing.

But one of the most common instances of BS I encounter is the kind of statements that were undoubtedly written while standing proudly atop a mountain, chest out, gazing heroically into the sun. However, upon closer inspection, they turn out to be nothing more than utter guff.

Take, for example, the classic gem: "We will only take on a client if we believe we have the knowledge and expertise to help them." Yeah, right. So you're telling me that if Client X shows up with a bag of gold, you're going to turn them away because you suddenly doubt your own expertise? Give me a break.

We're supposed to read such statements and think, "Wow, these guys have integrity!" but all we do is blow coffee out our noses and roll our eyes (which, by the way, is not as easy as it sounds).

Naturally, I couldn't resist sharing this statement with my colleague during a Skype session (yeah, we can be a pair of total bitches). His response hit the nail on the head: "It's such a BS line. Easy to claim, impossible to disprove, and unlikely to be true."

Wise words, my friend. Wise words.

So, let's cut to the chase and stop saying silly things. We see right through the facade, and all those heroic statements are just taking up valuable space that could be used to impress us with your actual work and the tangible outcomes attached to it.

PLEASE, let the results speak for themselves.

Ultimate Insurance for Growth and Success

During a recent conversation with an industry colleague, I came across an interesting perspective referring to New Business Development as 'insurance.'

This analogy not only sets the right tone but also aligns our mindset with the concept. In our lives, insurance is typically an investment we hope we never have to rely on. I insure my car, but I'd much rather keep it in pristine condition than find myself exclaiming, "Thank goodness I insured it!" (because that would likely mean it's been involved in a collision with a colossal SUV during the school run).

When it comes to holiday or home insurance, the ideal scenario is to consistently pay into it without ever needing to file a claim. Similarly, in the realm of new business, it serves as an insurance policy against the sudden silence of a non-ringing phone or the absence of email inquiries flooding your inbox.

Maintaining a thriving business revolves around growth and survival. Embracing New Business 'insurance' is an investment that doesn't provide an absolute guarantee, but it always (yes, always!) delivers unexpected benefits to a company. By engaging in new business activities, you'll connect with companies you would never encounter otherwise, seize project opportunities that can lead to long-term client relationships, and ping on the radars of prospects who would have never noticed you otherwise.

Don't hesitate! Sign up today or (at the very least, reach out for a conversation that could transform your business).

Lead Generation or New Business

A quick basic online search will reveal that there are hundreds of lead generation companies in the UK. So now that you know it won’t be hard to find a company to generate those leads, how do you go about choosing one (and, er… what do you do with those leads?)

We (obviously) put ourselves forward as a true solution to delivering new business simply because we offer a complete service. By this we mean that we take your brief, generate a list of prospects accordingly, and then approach those prospects on your behalf, human-to-human. New GENUINE connections = GENUINE new business.

The difference between our new business solution and lead generation is revealed by the word “generation”. Kinda suggests automation doesn’t it? Aha.

When you see phrases like “leads are developed and delivered to you in real-time” and that these leads will be “automatically integrated with your CRM platform” ( Salesforce, HubSpot, Highrise, Zoho, etc etc.) it all sounds a bit sterile doesn’t it?

Also, if it’s “that easy” and automated, how likely is it that you’re not one of tens (if not hundreds) of companies all signed up for the same service and all receiving the same leads?

Lead generation solutions are often impressive on paper because of the big numbers they promise and the ease of implementation they suggest. Sadly (as we all know deep down) when it sounds too good to be true, it probably is.

That’s why we do things ‘the hard way’ - because in our experience, if new business isn’t a tough job, you’re probably not doing it right.

The Lead Generation promise pandemic

Sponge NB has existed for nearly twenty years. That’s twenty years of talking to prospects on the phone, shifting our know-how to emails as they became the preferred way to communicate (and hide!) and - in more recent times - learning to master SEO, refining the manipulation of Google, and understanding the algorithms of LinkedIn.

You can therefore probably imagine how frustrating it is to see SO many lead generation companies pop up (especially in the UK) promising to “replenish your lead funnel” at the touch of a drop-down menu. If only it were that simple!

Being honest, we’ve looked into automating our offering. The dream of sitting back and letting some macro do our job for us is a tantalising one, but though it can appear to deliver fast and instant results, they are often results that crumble under closer examination.

In research for this article, I encountered phrases (time and time again) such as: “generate a list of leads for customer acquisition and pass them on to you for closing” which seems to go against everything we put value on. What thought process is backing up the generation of these leads, how are they being sense-checked and validated, and whose experienced eyes are looking over all of this data that appears to effortlessly spew into the world without effort?

“AI-based platforms”… “Bionics”… “holistic strategies”… “social prospecting—generated by AI-enabled research” are just some of the ‘techniques’ being sold that - apparently - result in huge volumes of leads, seemingly generated in moments.

At this point I am aware I am like some old codger telling you how modern music has no beat and you can’t hear the lyrics properly, but the difference between companies with experience of new business and those tempted by these magnificent promises and sci-fi methods is massive.

If it was genuinely that easy, EVERYONE would do ONLY this.

I’ve met people with infallible systems for roulette, but none of them are millionaires. Funny that eh?

It’s the same here; if you could actually triple your incoming business with one subscription, wouldn’t it be unaffordable?

Match the promise to the fee and you realise it can’t possibly deliver what it promises. If I said I could make you £20,000 a week by downloading my “How to” brochure for £5 would that seem likely? Surely I’d be too busy making £20,000 a week from my yacht to sell you the know-how for a fiver.

If it were that easy, we’d already be doing it.

Spell words wrong at you're peral

If you don’t find yourself squinting awkwardly at that headline, you need to install Grammarly immediately.

Typos and grammatical errors matter. I know it’s ‘hilarious’ to brand people as ‘Grammar Nazis’ but correct spelling and grammar is a powerful tool, not something to joke about.

I can assure you that many is the time I’ve whittled down a pile of applicants (individuals and companies) to a more manageable pile by immediately removing anyone who didn’t appear to understand how apostrophes work or hadn’t bothered to spell-check their output.

Apart from personal opinions, there’s also data to support the incredibly negative impact errors can have. One study looked at 5,000+ site visits over a two-month period. Two nearly-identical landing pages were presented to visitors, one containing typos and one ‘clean’. The error-ridden page experience bounce rates 85% higher than the correct version. 8% less time was also spent on the landing page with errors. Google Ads data also supports this, reporting that users are 70% less likely to click on ads containing typos.

So it’s not just me (although it’s mostly me) that punishes those without the skillz to pay the billz (don’t worry - I did that deliberately to make our more stupid visitors feel at home).

You could argue that we’re all human, and everyone makes mistakes - and that would be true - but in a world of spell-checkers and Grammarly, if you send me a presentation hoping to secure business worth thousands of pounds, showing that you care about the details says a lot to me about the way you work.

And no I’m not sponsored by Grammarly (I’m just a big fan).

The multiverse of New Business

Have you seen that Rick and Morty where there’s a dimension where phones sit on pizzas and order chairs for food using small humans as communication devices? No? Your loss; it’s a good one.

It also ‘proves’ that anything is possible once you accept the multiverse. Ish.

So, imagine if you will, a world in which you ONLY win new business through case studies. No pitches, no networking, no LinkedIn pitch-slapping and no trade shows (I know - what ARE you going to do with all that money I’ve just saved you!).

Now… take a look at your web site and your creds. How good are your case studies? Are they showing RESULTS (yes - people do expect your work to actually achieve something)? If your medium is visual are there more pictures than words? If your medium is words, are there any typos, extra character spaces or mis-used semicolons? If the client was delighted with your work is there a testimonial?

Case studies are GOLD.

I can tell you that ANYONE who hires an external agency IMMEDIATELY doesn’t trust them. It’s not your fault, one simply can’t help it!

Hyperbole has no place in case studies. Tell me what you achieved (first) and then break down how you did it so brilliantly. That is LITERALLY all I care about (well… apart from how much it’s going to cost me).

Play my little game, turn the spotlight on your case studies and imagine that ALL your New Business relies on them. Are you still happy with them?

New business: dumb it down

You’re probably pretty clever. You once built a business and then kept it alive during the pandemic - and it’s not like things were super-easy before that came along!

Things may have changed shape somewhat, but you are still in possession of the skills and abilities that have allowed you to do business. So, why - when you talk about what you do - do you suddenly start talking in tag-lines and fortune cookie language?

If you consider yourself/yourselves to be creative people who are good at coming up with smart ideas and then executing them, why don’t you say so? Stop over-thinking the descriptions on your outbound collateral. Referring to yourselves a “one-stop full-service creative function” 1) doesn’t really tell me what you’re good at and 2) makes you sound identical to about 100 agencies sharing the same post code.

English is a beautiful thing, but when it comes to communicating we tend to be too influenced by what we see others doing. They’re looking at you wondering if they should sound more like you at exactly the same time as you’re looking at them wondering which wording to steal for your own site.

Be honest and clear in your communications. If you’re a collection of exceptional animators, say so. Don’t open up a thesaurus and try to devise some clever ‘showy’ version (oh and PLEASE don’t tell me you’re going to bring something “alive online”).

Most people looking to bring in outside help have a problem. A new launch, a new direction, a new task handed down to them. They can’t animate/brand/promote/market/app-build/whatever themselves, which is why they’re looking at your site/creds. Recognise what you can actually do for someone and let them know. In English. Quickly.