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You Don’t Sell Your Own Product as Well as You Sell Your Client’s

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You Don’t Sell Your Own Product as Well as You Sell Your Client’s

It’s a curious fact that advertising agencies don’t know much about selling — at least when it comes to selling their own brand. Even though agency professionals show good sense (and sometimes sheer brilliance) when crafting messaging strategies for their clients, this is rarely applied to how they market themselves…

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Why Your Value Transcends Your Work

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Why Your Value Transcends Your Work

When sitting face to face with the buyers of your services, remember you’re not just selling the value of the work you create.  The value your firm brings to the table is deep and multifaceted.  But don’t count on your client to point them out for you.

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Is Your Firm Signaling Its Value?

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Is Your Firm Signaling Its Value?

When we walk into a store to purchase a product in a category in which we have no prior experience, how do we make our choice?  Mostly, we depend on value signals.  The same dynamics apply to evaluating and selecting professional services.

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How to Craft A More Interesting Agency Story

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How to Craft A More Interesting Agency Story

Since every agency on the planet is now apparently in the business of “brand storytelling,” perhaps it’s time for agencies to spend some time making their own stories more interesting and compelling.  Storytelling has catapulted onto the business stage because we’ve learned that stories are inherently more interesting to people than bullet-point lists of facts that populate so many agency websites.

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No Client Ever Buys A "Wide Range"

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No Client Ever Buys A "Wide Range"

Imagine you’ve just received a notice from the IRS that they’re going to audit your most recent tax return. You’ve never been through an audit before, and because you’re in the habit of preparing your own tax returns, you decide it’s time to get some professional help.

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