STANDOUT agencies are always the best, never the cheapest.

If you’ve worked with me, or read my book, you’ll know I am a big believer in specialisation i.e. doing a small amount of things really well, rather than being average – or worse – at a range of things.

I do draw the line though. It makes my heart sink when an agency tells me they’re the cheapest…even if its in a particular market or service.

Don’t ever specialise on price.