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.

Stalking with confidence

Good people tend to move about in an industry. Luckily for us we have LinkedIn, which not only lets us know when a ‘connection’ changes jobs but then demands we congratulate them with the idle click of a button. How sincere.

The more important thing to consider is how you should react to any new appointments you’re privy to.

When a new Marketing Director (for example) arrives at a company, they are generally expected to sprinkle glitter over existing problems and solve a few key issues. Here’s your chance to be smart and become a part of the solution.

Congratulate them, certainly, but more importantly do some research and try to ascertain what problems that new hire might be confronted with. If you know that the company in question has recently merged, how might you help in this tumultuous time? If they’ve recently won new business, how might you help nail that new client’s needs. In a nutshell, how do you make the new hire look awesome by being his or her ‘secret sauce’.

Don’t just list your services when you say “well done”; let them know you’ve done your homework and already know what the Post-it notes on their screen say.

If you’re going to stalk, you might as well do it with purpose and style.