Preparing for Success

Let’s skip the formalities and cut to the chase: you’ve done the groundwork, spoken to plenty of new business agencies, and now, you’ve made the right decision – you’re ready to hire Sponge NB. Congratulations. You’re officially a winner.

Now we’re just waiting, poised like a coiled spring, ready to spring into action. We’re a hungry hippo, a crouched cheetah, a tortoise eyeing that particularly tall buttercup. We're ready. What’s left? You’re not going to press the big yellow "GO" button (everything’s yellow here, by the way – it’s on-brand, but honestly, a bit tedious) until your house is in order.

Rather than waste precious time realising you don’t have half of what we need, let’s take a moment to get things sorted. Here’s what you can start organising now, so we hit the ground running with an AWESOME new business campaign.

1) Case Studies. Lots of Them (Preferably With Results)
We love a good case study. In fact, we much prefer sending a few targeted case studies to interested prospects over a generic creds deck. But here’s the thing:

2) A Standard Creds Deck
Yes, yes, I just said case studies are king, but variety is the spice of life. So, get us a solid creds deck as well. Keep it simple, keep it relevant – avoid fluff. No one cares about your agency’s aesthetic (the black-and-white, brick wall aesthetic is a tired trope) or the rich history of your office. Focus instead on the client-winning stuff: a concise list of what you do best, followed by real examples of you doing exactly that.

3) Targets. Know Who You’re Aiming For
As Sun Tzu (or possibly Ricardo Montalbán) famously said, "If you don’t know who you’re trying to hit, how can you hit them?" Don’t wait until we’ve got everything else in order to figure out who you want to target. Be specific. “Food” and “drink” are far too vague. At a minimum, have a ‘dream list’ of companies you’d love to work with. And feel free to experiment with us; if the education sector is uncharted territory for you, why not let us explore that for 10% of the database? You’d be surprised where it could lead.

These are just the beginning steps to ensure your new business campaign takes off at full speed. There’s plenty more to do, but start with the basics above, and we’ll be on the way to success in no time. See you at the buttercup.

Cut the fluff

Imagine a flow chart (I’m sure there’s an app for that, but I’m not bothered to find it). Picture the first question (probably in a diamond shape – I’m not entirely sure): “Is your creds deck over 15 pages long?”

If the answer is “no,” congratulations – you’re done. Feel free to take your shoes off, step outside, and enjoy some fresh air. Well done.

But if your answer is “yes,” I’m afraid you only have yourself to blame.

Your creds are far too long for cold-channel business, and that’s the harsh truth.

No one, especially someone who’s never heard of your agency, is going to spend ten minutes sifting through 30 pages of your creds. It’s just not going to happen.

So, what do you do?

(I’m glad you asked.)

Start by looking at each page of your creds deck and giving it a score from 1 to 5 based on how likely it is to win you new business.

A welcoming cover page? One page down, zero points.

A "Meet the Team" page? Another page wasted, zero points. No one is hiring you based on your photo (and if you think your personal experience is what seals the deal, just take a look at all the successful agencies made up of young, fresh talent).

I won’t go page by page, but I’m sure you’re starting to see the trend. The pages that score the highest are likely to be your case studies (because potential clients will hire you based on the quality of your work and results, not because of your quirky team photos) and testimonials (if you were good enough for Nike’s Head of Marketing, you’re probably good enough for anyone).

Pages that list services won’t win new clients, and anything that goes on about your methods, beliefs, or ethos? Ditch it immediately. This is new business – your job is to show them work that makes them think, "Nice work. Nice company." That’s it. You need to open the door for a conversation.

Forget about pages that boast about your building’s history or your agency’s combined 600 years of experience (why do agencies still do this?!). That stuff is irrelevant to a potential client you’ve never worked with. Save it for later when you’re in the room.

The bottom line: every page of your creds deck should be scoring 5/5. Keep it tiny, efficient, and effective.

Cold-channel new business is tough. But with the right approach, you might just stand a chance.

All About Us

In pitches, we often share an anecdote about consulting for an agency in the medical services sector. We walked into a second meeting with a rather frank critique of their “About Us” page (which they had specifically asked for, by the way – we weren’t being critical just for the sake of it).

The challenge was, they had spent two days "perfecting" this page, carefully crafting every line to highlight their backgrounds, experience, ethos, and even their trademarked processes (and believe me, it went on for quite a while). But here’s the issue – no one hires you because of that information. Sure, it’s nice to reassure potential clients, but in a world full of dynamic, fresh agencies winning work with little more than creativity and youthful energy, how compelling is it to say, "We have 225 years of combined experience"?

Instead, we suggested then (and we still believe now): Why not let your success and results speak for you? Rather than saying, “We were founded in 2012, and Dave used to work for a big agency,” why not lead with, “We’re the team behind the 75% increase in Visa’s sales last year”?

Such a statement is hard to dispute. If I tell you, “We’re the smartest agency in London,” you can challenge that. But if I say, “We’re the agency that created the campaign that got Young’s into Waitrose,” unless I’m lying, it’s a claim I can prove.

An “About Us” page built around this idea does several important things: it allows you to name-drop well-known clients (boosting your credibility), it shows the tangible results your work delivers (making potential clients imagine their own success), and it demonstrates that you’re savvy enough to know that squeezing a case study into your “About Us” page is far more powerful than talking about how you’re “always on time and on budget.”

It might seem like a small detail, but when it comes to cold-channel new business, every second on a call and every inch of content on your website counts.

So, don’t waste time discussing office dogs or quirky habits when you could be showcasing your brilliance to a potential client. Focus on what really matters: your track record and the results you can deliver.

Focus on What Matters

When I crave crisps, I focus entirely on the product. Am I in the mood for Hula Hoops, Quavers, or Monster Munch? I’m not concerned with who makes them or how they’re made. My only goal is to satisfy my craving as quickly as possible.

In fact, after writing that first sentence, I did a quick Google search and learned that Hula Hoops are made by KP Snacks, while Quavers and Monster Munch are Walkers products. I didn’t know that before, nor did I care. Why? Because it wasn’t relevant to my immediate need – getting crisps. All I wanted was the result: tasty snacks in my hand.

Think about this when deciding what visitors see when they first land on your website or open your newly emailed credentials.

Let’s role-play for a moment. Who is most likely to hire you? Let’s say it’s the Marketing Director. Now, put yourself in their shoes. What problem or requirement are they facing right now? Perhaps they’re looking for a new design agency to handle the branding for a new product. In that case, when the Marketing Director opens your creds, don’t let them wade through five pages about your process, ethos, or personal backstory. Instead, they should immediately see your branding work and how you’ve successfully tackled similar projects.

You provide a specific solution. What is it? What do people expect to receive from you when your work is complete? That’s what should take centre stage in all your communications.

If the Marketing Director is wondering whether you’re the right agency to bring their product to market, show them, don’t just tell them. Demonstrate your expertise by showcasing the results of your branding work, quickly and clearly. Don’t drown them in text; instead, let your portfolio and case studies speak volumes about your capabilities.

Sorry to be blunt, but unless you’re a household-name agency that clients hire just to impress their board, no one cares about your team or individual stories. They care about what you can do for them and whether they’ll feel confident or regretful after working with you.

So, prove that you’re the right choice. Show them how amazing you are, fast – not with words, but with results.

Winning New Business

Have you ever seen that Rick and Morty episode where phones sit on pizzas, ordering chairs for food, and using tiny humans as communication devices? No? Well, you're missing out—it’s a great one.

It also serves as a perfect metaphor for the multiverse theory—where anything can happen if you just accept the possibility of endless alternatives.

Now, let’s apply this thinking to your business world. Imagine a scenario where your only source of new business is through case studies. No pitches, no networking, no relentless LinkedIn spam, and certainly no trade shows. (I know, you’re probably wondering what you’re going to do with all the money you’ve just saved.)

Now, take a good, hard look at your website and your credentials. How strong are your case studies? Are they showcasing tangible results? Yes, your work should actually achieve something. If your medium is visual, are the images doing justice to the work, or is there more text than visuals? If your case studies rely on words, are there any annoying typos, awkward spaces, or egregiously misused semicolons? And most importantly, if the client was happy with your work, is there a glowing testimonial to back it up?

Because case studies are GOLD.

Let me tell you, anyone hiring an external agency doesn't trust you immediately—and frankly, that's just the way it is. It’s not your fault, but it’s a reality you have to face.

That’s why hyperbole should have no place in your case studies. All I want to know is what you achieved. Start there. Then, break down how you accomplished it so brilliantly. That’s what will matter most to potential clients (aside from, of course, the cost).

So, here’s a little challenge for you: Imagine that every new business opportunity you pursue hinges solely on your case studies. How do you feel about them now? Are you still confident, or is it time for an overhaul?

If you’re not sure, it’s time to step up your case study game. Remember, results speak louder than any sales pitch.

Deliver What They Want

I’ve said it before and I’ll say it again – I absolutely love the “Skip intro” button on streaming services like Netflix and Amazon Prime. It's a small but genius feature that saves time and gets straight to the point.

For the creators who’ve spent months crafting a TV show, this might feel like a slap in the face – a blunt recognition that viewers aren’t really interested in their hard work. But, as painful as it may be, it’s also a smart move. It stems from asking the key question: “Why are people here?”

For Netflix viewers, they’re there to watch a show or movie. No one’s watching to find out who wrote the episode of “Lucifer” (and, honestly, who would?). The vast majority of users are there for one thing and one thing only: to be entertained. The rest is secondary.

Now, let’s apply that thinking to your own business, website, or portfolio. Why are visitors on your site? Are they there to read about you? To learn the backstory of your company building? Or to look at an extensive list of services? Probably not. Most likely, they’ve come with a specific goal in mind – they want to know if you can help them achieve it.

Understanding what your audience is truly seeking isn’t hard. Think about it for a moment: what problem are they looking to solve, and can you provide the solution? If you make this the central focus of your website or portfolio, you’re on to something.

The key takeaway here is simple: skip the fluff and get straight to the point. Don’t force your visitors to watch the credits before they can access the “show” they came for. Showcase your results, highlight the work you’ve done, and demonstrate how your expertise will help them achieve their goals.

If you focus on delivering what the audience wants, instead of what you think they need to see to boost your ego, you’ll make a far greater impact. Deliver value, and let your work speak for itself.

The Art of Humility

In any industry, a certain amount of exaggeration is inevitable (as someone who’s also an award-winning, 6’5” muscular gold medallist with perfect teeth, I can certainly relate). But there’s a fine line between highlighting your accomplishments and overstating your contributions. I’ve seen this dynamic time and time again, particularly during my years as a PR professional in the video games industry.

For context, during my career, I had the privilege of working on some of the most iconic titles in the gaming world, including Unreal, Duke Nukem, and Driver. These were already well-known games with enthusiastic fan bases. While I’d like to think I played a role in their success, it’s safe to say that with such high-calibre titles, it was hard to fail.

What I’m genuinely proud of, however, are the instances when I was able to generate strong PR traction for games that didn’t have the same built-in hype. These were the times I could truly demonstrate my expertise. But, if I were to present myself as a PR expert, which examples would I highlight? Likely, the more high-profile, "sexy" projects.

This brings us to an important point. While it's natural to showcase your most impressive accomplishments, it’s essential not to overstate your impact. For example, it’s entirely reasonable to claim that a social media campaign helped increase brand awareness. But when you claim that a particular campaign was solely responsible for a miraculous 400% increase in sales, you’re treading into dangerous territory. Once credibility is questioned, even your most legitimate successes risk being dismissed.

It’s important to recognise that, no matter the project, your audience will have a reasonable understanding of your role. Whether you're involved in logo design, managing social media, or media buying, your contributions will certainly help achieve positive outcomes. However, it’s crucial to remain humble and honest about the collective nature of success.

By maintaining a balance of humility and credibility, you not only ensure that your work is recognised appropriately, but you’ll also build a reputation for being honest and trustworthy in your professional relationships.

Case Studies Do the Talking

In the creative industry, your reputation is built on your latest achievements—not the logo tweak you made a decade ago (though you can certainly mention it in passing if you’re feeling nostalgic). Case studies are invaluable, even if they’ve aged slightly. You can fill the air with self-promotion and grand claims (and trust me, I’ll enjoy questioning every extravagant statement just for fun), but when you present a case study packed with measurable results and authentic testimonials, I’ll take it at face value. It offers a genuine insight into your capabilities, and if it’s all smoke and mirrors, well... consider me on the hunt to make your life a little more challenging.

A recent report on the "Biggest Red Flags" in client-facing materials revealed that the absence of testimonials and case studies is one of the top deterrents for potential clients. It’s clear: having others review and validate your work is far more powerful than self-promotion alone.

When we evaluate potential partners or agencies, we bypass the typical "About Us" section and go straight to the case studies (or portfolio, if that’s what you prefer). That’s where we get a true sense of your ability and results.

When advising clients on how to create case studies, many express concerns about not having “big enough” results to showcase. But here's the reality: a simple, honest testimonial can carry just as much weight—sometimes more—than an outlandish claim of a “300% increase in sales.”

And if you happen to have a “300% increase in sales” to proudly display, make sure it’s front and centre. It may seem a little flashy, but demonstrating tangible, commercial outcomes from your work will never go out of style.

So, let your case studies do the talking. Allow the results to speak for themselves and show potential clients the real impact of your expertise.

Just ask

In the world of marketing, referrals are a powerful tool. Rather than waiting for them to come to you, take a proactive approach and actively seek referrals from every client and contact you've had. A recent survey revealed an insightful statistic: when asked why they chose their current marketing agency, the second most common response was "The agency was recommended to us." Take a moment to reflect on what this means for your own business and how clients decide to work with you.

It's not just about having a polished website, an active presence on LinkedIn, or a flashy YouTube or Instagram account. People tend to trust "safe bets." If Barry at Company X has worked with you and had a positive experience, make sure you leverage that relationship to its fullest and ask for referrals.

In the realm of cold outreach, the 20% rule is often discussed, which highlights the fact that around 80% of business is typically retained by incumbent agencies or secured through referrals. So why place yourself at the margins of this equation?

Being introduced to a new potential client removes the "cold" label from your name. Instead, you become the agency that’s "highly recommended" by someone they trust. This shift in perception can have a profound impact on how you're viewed, significantly improving your chances of securing new business.

It’s time to step outside your comfort zone and start asking for referrals from both current and past clients. If you can’t confidently say, “I’ve just asked for a referral,” then it’s clear that you’re not fully capitalising on this valuable avenue.

Take action today and make referrals a priority. Harness the power of recommendations and watch your business flourish.

Time and Motion

In today’s fast-paced business environment, the concept of "time and motion" studies may seem somewhat archaic. Nevertheless, the lessons I gleaned from those practices throughout my career have proven to be immensely valuable. While the original aim of these studies was to identify the most efficient ways to complete tasks, the core principles remain highly relevant—particularly when it comes to driving long-term success in business.

Take a moment to reflect on the activity that truly sustains your business. Is it the consistent client base you've cultivated over the past decade? Perhaps it’s your ongoing success in acquiring new clients through project-based work, with little to no reliance on retainers. Or, maybe you’re spending time reading blogs that, while certainly engaging (you’re welcome), may not have a direct impact on your bottom line.

The reality is that many of the daily tasks we engage in don't necessarily contribute to our success. Instead, they’re activities we enjoy, and over time, we’ve become skilled at justifying their place in our routine.

Take "networking" as an example. It’s often viewed as a key business activity, yet the truth is that it can sometimes serve more as a diversion from more impactful work. While networking may provide personal benefits, any diversion from activities that directly contribute to business outcomes can impede your progress.

It’s worth considering that engaging in "enjoyable" activities might be beneficial for mental well-being, which is an important factor in maintaining overall productivity. However, it’s crucial to be honest with yourself about the true value of these activities. They may help to recharge your energy, but don’t delude yourself into thinking they directly propel your business forward. Instead, think of them as a well-deserved reward for focusing on the tasks that truly matter.

So, it’s time to shift your focus away from reading blogs and into real work. Prioritise tasks that will drive your business forward and yield measurable results.

Good luck, and remember to enjoy the process—but not too much.

Delivering on Expectations

Imagine visiting KFC, eagerly anticipating their signature fried chicken, only to be presented with a pyramid of asparagus, all in the name of "thinking outside the box." Or picture picking up your car after its M.O.T. and service, only to find that the mechanics have replaced the engine with a cauliflower. Would you praise their creativity and vision? Probably not. You’d simply ask for what you originally requested.

Before I entered the world of new business development (yes, I’m dropping a deliberate keyword there), I faced a challenge in my career when referring to creative teams as a "service department." Let me tell you, that did not go down well. And honestly, I rather enjoyed the reaction.

From the viewpoint of marketing and sales managers, design exists for a very specific reason. You can’t just place a plain white box on a shelf and expect it to catch customers’ attention. It needs to be enhanced with compelling visuals or enticing images—think vibrant colours or pictures of children happily enjoying sugar-coated treats.

I remember one particular instance where I requested a simple glowing icon resembling an on/off switch. What followed was an unexpectedly elaborate process: a “mood board” materialised, and the creative team disappeared for an entire day to “conceptualise.” In the end, I turned to a friend of a friend who quickly delivered the exact icon I needed in just 20 minutes for a reasonable fee of £75.

Creative teams, while your ideas are undoubtedly valuable, it's important to remember that those commissioning your work often have specific objectives in mind. The goal should be to collaborate and align with these objectives, bringing their vision to life, rather than imposing your own ideas on what they might deem a "basic" request.

The Power of Substance

As part of my regular routine, I spend a significant amount of time reviewing agency websites. While I appreciate the opportunity to explore the remarkable work of creative professionals, I’m also keenly observing those agencies that fail to represent themselves effectively. In some cases, there’s a chance to step in and offer a more strategic approach to their online presence.

During these site visits, I often encounter a fair amount of unnecessary fluff—exaggerations and irrelevant information that dilute the message. It’s perplexing why agencies would opt to highlight irrelevant details, such as the year of their founding, their high school accolades, or even the reasoning behind their office space choices. What’s even more baffling, however, is the lack of focus on what truly matters: showcasing their best case studies and demonstrating their core expertise.

One of the most frequent offenders I encounter are statements that, on the surface, may sound admirable, but upon closer examination, lack substance. These are often the kinds of grandiose claims that sound as though they were written in a moment of unearned confidence, perhaps while gazing out over a dramatic landscape. However, beneath the surface, they are little more than empty words.

Take, for example, the well-worn line: "We only take on clients we believe we can help." Really? So, if a client approaches you with a significant budget, you’d turn them away because you suddenly doubt your own capabilities? It’s difficult to take such a claim seriously, especially when you know full well that many agencies would happily welcome a lucrative client, regardless of whether they’re the best fit.

While such statements are meant to convey integrity and a strong sense of professionalism, they often do the opposite. Instead of impressing potential clients, they typically provoke eye rolls and scepticism.

I shared one of these statements with a colleague during a recent conversation, and his response was spot on: “It’s an easy claim to make, but impossible to verify, and probably not true.”

The truth is, agencies should focus on delivering substance. Instead of relying on empty slogans, let your work and results speak for themselves. We’re far more likely to be impressed by tangible outcomes and the real impact you’ve had for your clients.

So, let’s get to the point: ditch the unnecessary fluff and focus on showcasing what truly matters—the value you bring and the results you deliver. After all, that’s what clients want to see.

The Insurance Policy

Recently, a colleague shared an intriguing comparison that resonated deeply with me: New Business Development as ‘insurance’.

At first, the analogy might seem unusual, but when you think about it, it makes perfect sense. Much like how we buy insurance with the hope we never need to use it, investing in new business development is about preparing your company for a future of growth, even when things are running smoothly.

For instance, I insure my car, but I’d much rather keep it in excellent condition than find myself in a situation where I have to say, "Thank goodness I insured it!" after an accident. Insurance is peace of mind—it’s there for protection, not for immediate gain. The same can be said about new business activities: we engage in them not because we’re desperate, but because it ensures that when the business landscape changes, we’re ready to thrive.

The Importance of Sustaining Business Development

Just like personal insurance policies, new business development is about long-term security. Sure, it’s not a guarantee of instant leads, but it provides a foundation that strengthens your business. Consistently investing time and resources into building new relationships means you have a safety net against future dry spells when phone calls and emails slow down.

Here’s why it’s essential:

• New Opportunities: You'll connect with businesses and prospects who otherwise might never have discovered you.

• Long-term Client Relationships: You may uncover short-term projects that, with the right nurturing, could turn into lasting partnerships.

• Increased Visibility: You’ll get your business noticed by those who haven’t had the chance to engage with you before.

Don’t Wait for the Quiet Period

New business development isn’t something to be considered only when things start to slow down. Like insurance, it’s most beneficial when you’re not in crisis mode. The key is to keep investing in new prospects, so when opportunities arise, you’re already prepared.

Take action today—whether that means reaching out to new prospects, refining your approach, or starting a conversation that could propel your business forward. Think of it as an investment that ensures your future success, not just a reactive strategy for when things aren’t going well.

Reframing Cold Outreach

Struggling to see results from your business development efforts? If your cold outreach feels ineffective, you’re not alone. Many agencies face similar frustrations after experimenting with different approaches—whether hiring lead generation companies, working with new business agencies, or building in-house sales teams.

The key challenge isn’t just the method but how expectations are set. Cold outreach operates differently from referral-based business, and without understanding these distinctions, it's easy to feel like it’s not working. In this article, we explore why cold outreach often feels like an uphill battle and how to make it a more effective part of your growth strategy.

The Expectation vs. Reality Gap

Agencies often become discouraged when cold outreach doesn’t yield immediate results. However, this frustration usually stems from unrealistic comparisons—particularly when measured against referral-based business, which naturally converts at a much higher rate. Understanding this distinction is essential to managing expectations and refining your approach.

Why Referrals Convert More Easily

Referrals enjoy high conversion rates—often exceeding 80%—because they come with built-in trust. When a prospect is introduced through a mutual connection, credibility is already established, making it far easier to close a deal. However, it’s important to remember that this trust wasn’t built overnight—it was developed over time by the person making the referral.

The Reality of Cold Outreach

When engaging with cold prospects, that trust doesn’t exist. Unlike a referral, where you may be one of just a handful of options, cold outreach typically places you in direct competition with multiple businesses. As a result, success rates are naturally lower. The key isn’t to abandon cold outreach but to recognise its role and adapt accordingly.

Maximising Cold Outreach Effectiveness

While cold outreach won’t deliver instant wins at the same rate as referrals, it can still be a powerful tool—if approached correctly. Many agencies mistakenly assume that securing a meeting guarantees success, but real progress comes from ongoing engagement. To build meaningful connections, you must consistently demonstrate value, establish credibility, and nurture relationships over time.

Rethinking Your Growth Strategy

Instead of viewing cold outreach as an isolated tactic, see it as one part of a broader business development plan. A well-balanced strategy leverages both the credibility of referrals and the reach of cold outreach, creating a sustainable pipeline of new business.

By setting realistic expectations, refining your approach, and committing to consistent engagement, you can turn cold outreach from a frustrating exercise into a key driver of long-term success.

Link Smarter

In today’s fast-moving industries, talented professionals frequently seek new opportunities. Fortunately, LinkedIn keeps us informed, notifying us when our connections switch roles—and even prompting us to congratulate them with the effortless click of a button.

However, what truly matters is how you respond to these job changes and leverage them to your advantage.

When a new Marketing Director joins a company, their focus is often on making a positive impact and tackling key challenges. This presents a valuable opportunity for you to demonstrate your expertise and position yourself as part of the solution.

While offering your congratulations, take the time to research their new role and identify the potential challenges they may face. For example:

• Has the company recently undergone a merger? If so, how can you support them during this transitional phase?

• Have they secured significant new clients? What can you offer to help them meet those clients’ evolving needs?

Your goal should be to provide genuine value—to become their “secret ingredient” for success.

Rather than simply listing your services alongside a generic “well done,” show that you have invested time in understanding their circumstances. Demonstrate that you’re aware of the priorities likely occupying their thoughts.

If you choose to engage with their work more deeply, do so with purpose and authenticity. Meaningful connections stem from thoughtful interactions and a genuine willingness to help—far more valuable than a one-click congratulations.

A Sea of Sameness

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

I found at least a dozen variations of these statements in just five minutes.

They may all be true, but that barely matters—because unless your prospect is a warm referral, they don’t believe you. Genuine differentiation is difficult. True uniqueness is near impossible. As a result, your claims, however valid, lose their impact.

So how do you stand out in a crowded market?

Simple: consistently act as you claim to be. From the very first interaction, your prospects are evaluating you.

• Respond to emails immediately—even if it’s just a quick acknowledgement. Don’t leave potential leads waiting while you craft the perfect reply. Promptness and attentiveness matter more than a beautifully worded but delayed response.

• Ditch the jargon. No one is impressed by it. Overcomplicated, trademarked processes with flashy names mean nothing to a prospect unfamiliar with your work.

• Communicate clearly. Use plain English to explain what you do and how it delivers commercial results. Flowery language and convoluted analogies will only send visitors away from your website.

• Ask direct, meaningful questions. Never assume prospects will guide the conversation—it’s your role to take the lead.

In the early stages, don’t give prospects reasons to exclude you:

• Swearing isn’t edgy—it’s unprofessional.

• Boasting about being “picky” with clients won’t impress new contacts; it will alienate them.

• Humorous videos and personal anecdotes can wait—at this stage, focus on value.

Be the agency that understands your prospect’s commercial objectives. Demonstrate how you contribute to those goals. Explain your approach concisely. Ask smart, straightforward questions—and listen to the answers. Respond swiftly to emails. Answer the phone when it rings.

By doing this, you’ll place yourself in a rare and distinguished category. Not entirely unique, but far more differentiated than those who simply claim to be disruptive, strategic, client-led, and unrivalled.