STANDSTILL agencies sell FEATURES
STANDOUT agencies sell FUTURES
As my friend and author of the brilliant new book of the same name, Mike Killen, says “Sell futures, not features”.
STANDSTILL agencies sell what they do. They sell SEO or Website Design. They sell the fact that they are great people to work with and are based in Bristol (or wherever). None of these things are benefits to the client, they’re all features of what the agency does and how they operate.
STANDOUT agencies sell what difference they make to their clients in a way that gives the client a vision of the future. SEO becomes more inbound leads or direct sales. Better web design translates into the fact that web visitors will spend more – or occasionally less – time on the client’s website.
The vast majority of your agency competitors sell features not futures. This is a real opportunity for you to standout!