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.

New Business: removing the packaging

When I want crisps I think about whether I want Hula Hoops, Quavers or Monster Munch. I am entirely and only interested in the product. I am interested in the ‘results’ (i.e. stuffing my face) and I want to get to that moment ASAP.

Since writing the above paragraph I’ve done some Googling and found out that Hula Hoops are made by KP Snacks, and both Quavers and Monster Much are Walkers’ products. I did not know this previously. Nor did I care. Why? Well, because knowing who was behind the product wasn’t very important to me. I had a need, and that need could be satisfied just by getting the product.

Think about this when you decide what is the first thing people see when they land on your site or open your freshly-emailed creds.

Do a bit of role play: Who is it that hires you mostly? Let’s say it’s the Marketing Director. Ok, now imagine you are that Marketing Director. What’s your issue/problem/requirement right now? Perhaps you need a new design agency to handle the branding for a new product? So… don’t let that Marketing Director come to your creds only to find five pages about your process and your ethos and your personal backstory. Let them IMMEDIATELY see your branding work.

You provide something. What is it? What do people expect you to hand over when your work is done? START with that in all your communications.

If the Marketing Director is wondering if you guys are the right bunch to take his product to market, SHOW him how well you do that. Don’t TELL him via text narrative, SHOW him that this is your wheelhouse all day, every day.

Sorry to be so blunt, but unless you’re an agency giant and people hire you just to show off, no one really cares about you as a team or as individuals - they are interested in what you can do for them and if they are going to look back and be delighted they chose you or regret it.

Prove to them that you are the right choice by showing them QUICKLY how amazing you are, not how amazing you think you sound in words.

"About us" matters

We often tell an anecdote during pitches about consulting for an agency in the medical services sector. We went into a second meeting armed with a fairly brutal critique of their “About us” page (they had asked us to do it BTW, we weren’t just being gits for no reason).

The tricky part was when they told us they’d spent two days ‘perfecting’ their current “About us” page, labouring over each and every drop of hyperbole, the intricate description of their backgrounds, their combined years of experience, their business ethos and trademarked processes… (it went on a fair while).

The problem is, no one hires you because of that stuff. Yes it’s nice to be reassured, but think about all the funky new agencies with young, spunky talent, winning work with nothing but skateboards and stunning creativity (and just how impressive/relevant do you think “we’ve got 225 years of combined experience in our team” really is?)

So (we ventured at the time, and say to you now) why not let yourselves be defined by your successes and results. Rather than “We were founded in 2012 and Dave used to work for a big agency”, why not lead with “We’re the guys behind the 75% increase in Visa’s sales last year”?

Such an “About us” can’t be denied. If I say “We’re the smartest agency in London” you could challenge it. If I however told you “We’re the agency that created the campaign that got Youngs into Waitrose”… well, feel free to challenge it, but (unless I’m a complete liar) I’ll be able to prove the statement.

An “About us” created using this approach achieves much: you get to name-drop a client you’ve worked for (establishing credibility), you get to show the kinds of results your work leads to (to get them fantasising about enjoy similar success) and you come over as smart enough to know that cunningly squeezing a case study into an “About us” page has way more value than talking about how you’re always “on time and on budget”.

It might seem picky, but we’re talking about cold channel new business. EVERY second on a call and every inch on an email or web site is critical.

Don’t waste time talking about the office dog and how quirky you are when you could be selling your brilliance to a potential customer.

Happy hunting.

Being harsh to do better

Imagine I made a flow chart (I’m sure there’s an app somewhere but I can’t be bothered to look). Now imagine the first question (probably in a diamond - I’m not sure) asks: Is your creds deck over 15 pages long?

If “no“ is your answer, then you’re done. Congrats. Please don’t read any more of this blog and instead take your shoes off and go stand somewhere where there’s grass and fresh air. Well done.

If, however, your answer is “yes”, well… you’ve only yourself to blame.

So (getting the point surprisingly quickly for one of my blogs) your creds are far too long for the cold channel. It’s that simple.

No one cares THAT much about a company they’ve never dealt with (and probably never heard of) to set ten minutes aside to chew through 30-odd pages of creds.

So how do you do better? Good question. Thanks for asking.

One by one, look at the pages in your creds deck. Now give each one a score from 1 to 5 as far as how likely to win business from a new prospect each page is.

A nice big WELCOME page? One page down, zero scored.

MEET THE TEAM. Another page frittered away, zero scored (no one is hiring you based on your photo, and if you think it’s your personal experience winning them over, just look at all the really successful agencies made up of young, fresh talent).

I won’t do this page by page, but I’m guessing you’re probably realising that the pages scoring best are either case studies (because people will hire you because of the quality of your work and results, NOT the quirkiness of your staff photos) or testimonials (if you were good enough for Nike’s Head of Marketing, you’re good enough for anyone)

Shopping lists of services don’t win new clients, and ANYTHING banging on about methods and beliefs and ethos… seriously, ditch them now. This is New Business. Your job is just to make them go “hmm, nice work. Nice company” so that you have a foot in the door to develop a conversation.

All the stuff about the history of your building and how you have combined industry expertise of over 600 years (WHY do people still do that!) is guff to waste time yawning on about once you’re in the room with them. Don’t waste a creds page with it.

Though it’s a harsh tact, please make sure that every page of your TINY, EFFICIENT and EFFECTIVE creds deck is scoring 5/5.

Now you MIGHT just stand a chance. Yes: that’s how tough cold channel new business is!

Good luck.