1. Bottle Your Brilliance Get More Clients
5 basic keys to bottling your unique brilliance
With Anna McLoughlin from Inkspiller

2. Why Bottle Your Brilliance?
Differentiation is essential to get the most out of your new business and marketing activity. It shortens the sales cycle, makes you more memorable, increases the effectiveness of all your marketing, shows you how you should be marketing. It means you can charge higher prices because you have a higher perceived value. Or, if not higher prices, than find ways to leverage your income or become more valuable to your employers.

3. Everyone Struggles With This
Sad fact: we‘re not terribly good at doing for ourselves what we do for our clients

4. Clarity Is Everything 52% OF CLIENTS BELIEVE THAT MOST AGENCY WEBSITES
FAIL TO COMMUNICATE
THE AGENCY’S DIFFERENCE
95% OF CLIENTS WANT A
WEBSITE TO QUICKLY SHOW
THEM WHAT THE AGENCY IS
BEST AT
Source: What The Clients Think Report 2018

5. Stand For Something
“In interviews clients say; ‘They’re weaker strategically, they excel at digital, we go to them when we need real creativity’. In the same way, they prefer agency websites that lead them very quickly to what the agency is best at. This may be a particular service or discipline but it could also be an overarching approach. However one defines it, the
agency has to stand for something”

6. *WHO *WHAT The 5 Keys { *HOW *WHY-NOT *YOU

7. Key 1: WHO

8. Key 1: WHO Credit: Agency Game Plan from www. lucysnellonline.com
CLIENT
PROFITABILITY SCORE /10
ENJOYMENT SCORE /10
VISION SCORE /10
TOTAL SCORE /30
Credit: Agency Game Plan from www. lucysnellonline.com

9. Niching Nuances Don’t niche at all! Micro-niche
Niche on personality type

10. Key 2: WHAT

11. Key 2: WHAT Credit: Agency Game Plan from www. lucysnellonline.com
SECTOR
B2B
B2C
FMCG
CHARITIES
FINANCE
OTHER
Advertising
Content marketing
Content strategy
Digital
Technical
Credit: Agency Game Plan from www. lucysnellonline.com

12. Don’t forget the WHERE What you do is important but where matters too
What’s the ultimate destination? Transformation? Result?
What are you really selling?

13. Key 3: HOW

14. Key 3: HOW
How do you work with clients and how do you make their job easier?
What processes or frameworks do you follow?
What’s unique about the way you work?

15. Can you bottle the HOW?
Do your testimonials and case studies talk about this?
Can you brand your frameworks and make them a ‘thing’?
Can change your operating procedures to reflect your approach?

16. Key 4: WHY NOT
People buy your why, sure but it’s not so easy to do in practise. Finding your why not is easier and naturally more engaging.

17. Key 4: WHY NOT What frustrates you in your industry?
What’s missing from the conversation in your industry ?
What matters that people aren’t talking about the way they could?
What weird things do you believe (or do) that others don’t?

18. Lead with WHY NOT Can you define an enemy? Can you pinpoint a pitfall?
68% OF WINNING PITCH PRESENTATIONS WENT AGAINST THE BRIEF IN SOME WAY
Can you define an enemy?
Can you pinpoint a pitfall?
Can you reframe the competition?

19. Key 5: YOU

20. Key 5: YOU 93% OF CLIENTS BELIEVE THAT THE ‘PERSONAL CHEMISTRY’
WITH THE PEOPLE AT THEIR
AGENCY IS EITHER ‘GOOD’
OR ‘VERY GOOD’

21. Key 5: YOU We tend to work best with people who share our values
Do you know your values?
Download the values worksheet, figure out your top 5 and use them as a lens for all you do (because they already are)

22. Put It Together

23. Put It Together
Bring it all together into a statement that says what you do, who you do it for, why you do it and how.
I PROVIDE [what ]____________________________________
FOR [who] _______________________________
BY [how]_____________________________________
BECAUSE[why]___________________________________________________

24. Play With The Volume Play with the volume, play with the language
Find a message you can own and believe in
If you don’t believe in it, no-one else will either