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).

Defining success with a New Business Agency: Understanding the dynamics of cold outreach.

Are you frustrated with your business development efforts? Do you feel like your cold outreach isn't yielding the desired results? Many agencies share this sentiment after trying various strategies like new business agencies, lead gen companies, or in-house salespeople. However, it's important to understand the dynamics of cold outreach and how it compares to the effectiveness of referrals. In this article, we'll delve into why you might feel like your efforts aren't working and how to approach cold outreach strategically to build a successful growth strategy for your business.

Understanding the Perception Gap:

When agencies embark on cold outreach initiatives, they often struggle with the feeling that their efforts aren't yielding the desired outcomes. However, it's crucial to recognise that this perception may be misleading. Comparing cold outreach to the high conversion rates of referrals can create an unrealistic expectation of immediate success. Let's explore this further.

Referrals: The Power of Pre-existing Trust:

Referrals offer an impressive conversion rate of 80% or higher. When a prospect is referred to your agency, trust and credibility are already established through a personal connection. Consequently, closing the deal becomes relatively easier. However, it's important to acknowledge that the initial hard work of building trust was done by someone else.

The Challenge of Cold Prospects:

Cold prospects, on the other hand, require you to build trust and credibility from scratch. While you enter the equation to validate the referral, you are competing against 2-3 other potential winners. The chances of winning from a cold meeting or opportunity are inversely proportional to the conversion rates of referrals. It's vital to set realistic expectations based on this dynamic.

Realising the Potential of Cold Outreach:

While cold outreach may be perceived as relatively inefficient, it doesn't mean you should abandon it altogether. Instead, approach it strategically, recognising its role in your overall growth strategy. By understanding the lower conversion rates and the competitive landscape of cold prospects, you can adjust your expectations accordingly. Don't fall into the trap of assuming that "getting in the room guarantees a win." Building trust and providing value throughout the cold outreach process is essential for success.

Conclusion:

It's time to reframe your perception of cold outreach and embrace its potential. While referrals offer high conversion rates, cold outreach plays a vital role in expanding your client base. By recognising the dynamics at play and approaching cold outreach strategically, you can develop a comprehensive growth strategy for your business. Combine the power of referrals and effective cold outreach to maximise your success and propel your agency's growth.

Valuable Connections

In the ever-evolving world of industries, it's common for good professionals to seek new opportunities. Thankfully, we have LinkedIn - a platform that not only alerts us when our connections switch jobs but also insists we congratulate them with a sincere click of a button.

However, what truly matters is how you respond to these job changes and utilise them to your advantage. When a new Marketing Director joins a company, they often strive to bring positive changes and address key challenges. This presents a unique opportunity for you to showcase your intelligence and become part of the solution.

While offering your heart-felt congratulations, it’s crucial to conduct some research and identify the specific obstacles the new hire might face. For instance, if the company has recently undergone a merger, how can you contribute during this transformative period? Alternatively, if they have recently acquired new clients, how can you help meet the unique needs of those clients? In essence, your goal should be to empower the new hire by becoming their "secret sauce."

Instead of merely listing your services and saying "well done," demonstrate that you have invested time in understanding their situation. Show them that you are familiar with the Post-it notes on their screen.

If you choose to delve deeper into their professional endeavors, do so with purpose and finesse. Your efforts should be geared towards building meaningful connections and offering genuine assistance.

Differentiation in agency-land.

Disruptive. Insightful. Client-led. Strategic.

"We really take the time to understand your brand". "Our team is more like a family". "We always challenge the brief". "Our unrivalled expertise".

I just found at least a dozen of each of those in the last 5 minutes.

They might all be true. It barely matters. Your prospects (unless they're a hot referral) don't believe you. True differentiation is hard. Uniqueness is near impossible. And so it goes that your claims are weakened. So, how can you stand out in a crowded market?

Simple. Act exactly as you claim, consistently. From the first interaction, your prospects are judging you.

Respond to emails immediately, even if it's just a brief acknowledgement. Don't keep potential leads waiting while you craft the perfect response. Promptness and attentiveness always surpass ornate but delayed replies.

Avoid jargon. Nobody is impressed by it. Your complex, trademarked processes with fancy names have no place when engaging with unfamiliar audiences.

Use plain English to describe what you do and how your work achieves commercial objectives. Avoid flowery paragraphs and analogies that make visitors close your website.

Ask straightforward questions. During early discussions, don't assume prospects will guide you. It's your responsibility, not theirs.

In the initial stages, don't give prospects reasons to exclude you. Swearing isn't edgy; it's off-putting. Boasting about being picky with clients makes you sound foolish to new contacts. Funny videos and personal anecdotes have no place in these early, exclusory phases. Focus on value.

Be the agency that understands the prospect's desired commercial outcomes. Emphasize your ability to contribute to those goals. Describe your methods concisely. Ask intelligent, simple questions, and show genuine interest in the answers. Respond swiftly to emails and messages. When possible, answer the phone promptly. By doing these things, you'll belong to a small but distinguished group. Not entirely unique, but far more differentiated than those who merely claim to be disruptive, strategic, client-led, and unrivalled. Ugh.

#agencygrowth #agencylife #businessdevelopment #newbusinessdevelopment #valuepropositions

New business campaigns. How many, to whom, when?

Okay, hang in there on this one. It’s loooong.

Let's say you have 1000 companies in a prospecting list.

Let's assume that those prospects review their agency provisions every couple of years (I know something like rebranding, or a whole new website will be less regular, but plenty of other things are more regular, so cool your jets, just change the maths to work for you).

And now let's assume that a review or an agency selection process takes around a month, with a window of a few weeks where approaching them would be likely to get a response (with a decent value proposition linked to their commercial outcome offering).

This means that on any given day, A little under 5% of your 1000 prospect list are reviewing and considering approaches. So your list on any given day has 50 active prospects.

This excludes prospects where your approach provokes a review. It happens, but rarely enough (by comparison to the organic reviews) that we can disregard for this.

Of that 50 prospects, 80% will select an agency referred to them by a peer. There are numerous studies that come to this conclusion, including a huge one by the American Association od Advertising Agencies. The remainder will either have a review process with no referred potential supplier – or the referred supplier will make a mess of their opportunity.

That leaves 10.

BUT…

You don’t know which 10.

So you have to swing for the fence on all 50.

The problem there is that it brings your conversion rate down and massively exposes the inefficiency of cold outreach.

So what do you do?

Well, if you contact each prospect every 20 days, you’ll never miss a “window”. But you’ll irritate a proportion of your database.

So you can make your interval short at first (maybe 10 days, then 20 days, then longer). And while you’re at it, make your secondary outcome perhaps using a PS. in email 2 or 3 to find out when they tend to review. Not many will tell you, but those who do can be taken out of the interval-based contact and moved to a more qualified list. So now your list is more efficient, because each time you discover when a review is happening, your average contact-time-accuracy goes up.

Eventually, your 1000-prospect list will yield a win, because the ~5% reviewing ratio is true throughout the 720 days, and your intervals mean you’ll get your timing right at least once for 80%+ of the prospects (accounting for shorter reviews, no reviews and people who opt out) within the window. And with a 6% meeting->conversion ratio (which is possible), you ought to win once if you only arrange 20 meetings in two years (this is with a +/- 100% margin for error in the conversion, and assuming that only 2% of your 1000 prospect list agree to give you permission to sell. These aren’t crazy numbers.

And that win is where your next referral might come from. How many of your clients give you referrals? How much is one more client generating referrals worth? Because the answers to those questions change everything. If you’re not asking for referrals, you should be. Today.

Waiting until you NEED new clients to commence outreach is the wrong thing to do, because of the inherent inefficiencies in the outcomes possible from cold outreach. Running solid cold outreach while you’re in a good place financially, with growth in mind, is the right approach. Because the simple fact that cold wins come from a mix of timing, value proposition and luck (along with your own tenacity and organisation skills!) means that you can’t make it go faster. You can increase volume (but this usually means less research and personalisation in your approach, reducing response rates) and enjoy larger numbers, but with that comes cost (both financially and the quality of the outreach).

But don’t forget: 160+ of your 1000 prospects won’t hire a referral. They’ll hire someone that contacted at the right time, addressing the right commercial concern.

What’s stopping that from being you?

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.

Obligatory blog post about agency new business, written by ChatGPT.

Robots wrote this:

As a marketing agency in the UK, generating leads is key to growing your business. However, with so many companies offering lead generation services, it can be hard to know where to start. In this blog post, we'll explore some of the top strategies for generating leads for marketing agencies in the UK.

First and foremost, it's important to understand your target audience. Who are the businesses or individuals that you want to reach? What are their pain points and challenges? By understanding your target audience, you can create content and campaigns that are tailored to their specific needs.

One effective strategy for generating leads is to offer valuable content that addresses the challenges and pain points of your target audience. This could take the form of blog posts, whitepapers, eBooks, or webinars. By offering valuable content, you can attract potential clients and position your agency as a thought leader in your industry.

Another strategy for generating leads is to optimize your website for search engines. This involves using keywords that your target audience is searching for in order to rank higher in search engine results pages. By optimizing your website for search engines, you can attract more organic traffic and generate more leads.

In addition to offering valuable content and optimizing your website for search engines, you can also leverage social media to generate leads. This involves creating and sharing content on social media platforms like LinkedIn, Twitter, and Instagram. By engaging with potential clients on social media, you can build relationships and generate leads for your agency.

Finally, it's important to track your results and make data-driven decisions. This involves setting clear goals for your lead generation efforts and tracking your progress towards those goals. By analyzing your data, you can make informed decisions about which strategies are working and which ones need to be adjusted.

In conclusion, generating leads for marketing agencies in the UK is all about understanding your target audience, offering valuable content, optimizing your website for search engines, leveraging social media, and tracking your results. While there are many companies offering lead generation services, by focusing on these key strategies, you can generate more leads and grow your agency's business.

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).