Positioning
11 articles
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Give them what they want
Potential clients ask for something specific. Agencies that insist they need something else lose the work. Give them what they're asking for.
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Are agencies dead?
Agencies aren't dead, but yours might be if it can't beat other ways of getting the same outcome. Where skill, experience and accountability still win.
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Why design agency founders get trapped
Design agencies are built differently - and that makes them uniquely vulnerable to four traps that stop talented founders from growing beyond themselves.
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Buying triggers
Most of your content reaches people who aren't ready to buy yet. Buying triggers are specific signals that tell you when a prospect might be in the market, letting you reach out at exactly the right moment.
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How to leave a prospect unimpressed
Most of your prospects aren't looking for an agency right now, so talking about yourself won't land. The real play is solving their actual problems until they trust you enough to call when they are.
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Only half of your marketing works
Marketing is a chaotic system where half the results are invisible, but that's not a reason to stop. The mistake isn't doing marketing that doesn't work — it's standing still instead of experimenting.
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How to change your agency's positioning when clients don't see you how you want to be seen
Your real positioning lives in your clients' heads, not on your homepage, and shifting it requires deliberate proof, repetition, and finding clients who already want what you offer.
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Should your agency work with startups?
Working with startups is exciting but rarely profitable at scale, the key is being intentional about when and why you take them on rather than cycling through the same love-hate loop.
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Are you retainable? The real reason clients aren't signing retainers
If clients aren't signing retainers, the problem might not be your pitch, it might be that your service or your client isn't the right fit for ongoing work.
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How to accept your limiting beliefs and achieve your big vision anyway
Limiting beliefs keep your long-term strategy small. This step-by-step exercise helps you work backwards from an ambitious five-year vision to find achievable twelve-month goals that put you on the path to your dream clients and revenue.
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Should you be open about how small your agency really is?
Honesty about your agency's size builds stronger client relationships, but the real question is whether your delivery process backs up the brand you're presenting.