As I referenced in my last post, the only thing a prospect (or client) cares about is the problem she has. She has zero interest in learning about your agency’s history, capabilities, case studies, new business wins or new hires. So, before agencies consider investing in prospecting, they should get much smarter about the problems they solve. In my experience, most agencies solve only a handful of problems – again, and again, and again. Most argue that every scenario is different, but when I group their case studies by ‘client problem’, I quickly see that most can be grouped together in big buckets. This is step one. Group your cases by the marketing problem it is solving – for your client. Think about it in their terms. What was the pain they were experiencing when they hired you? How did that pain manifest itself within their organization? What metrics were they missing as a result? How did it reverberate throughout the company? How were other departments effected? What capabilities did this company need to change its situation? How did you help them solve this problem? What combination of capabilities did you bring to them? What process did you use to determine the right strategy? What steps did you take, and what were the deliverables at each step? How did your departments come together to solve this problem? And what was unique about your approach relative to your competitive set? This is the beginning of your solutions set.

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