Imagine you’re one of your own targets. Imagine indeed that you’re a marketing director (or whoever it is that normally hires your own agency). Now imagine them sitting at their desk. Yes, their watch is probably a bit overly-large and flashy (and they’re definitely too old to not be wearing socks with their brogues) but try to picture them as they go about their 10am-starting day.

What’s that they’re doing now? Oh look, they’re opening a spread sheet showing the budget for their next project. Look - there’s the line for advertising, there’s the line for merchandising, there’s the line for transportation costs. But wait, where’s the line for BRINGING THE BRAND ALIVE ONLINE, or the budget attached to CO-COLLABORATION or DISRUPTION?

Oh that’s right, there isn’t one, because it’s bullshit. I almost forgot.

We know everyone loves to think they’re unique (just imagine how rich you’d be if you were as unique as you think you are) but you’ll do much better showing everyone how good you are at that thing that lots of people can do. Don’t pretend you’re not doing the same thing as them, just show them that you do it a bit better.

If I need someone to do some branding or PR or design or app development, that’s probably what I have a budget for. If you now call me up offering some Omnichannel Emojism that’s going to open the kimono and circle back a full 355% amplification… well I’ll probably tell you I’m not looking for any right now (primarily because I have NO IDEA what you’re talking about).

Bringing in new business is about showing people how well you work, not how well you can dress up your processes in fictional words. Be really good at something (and be able to talk about it realistically) and that will be enough. Honest.