STANDSTILL agencies Push.
STANDOUT agencies Pull.
To become a SOA your goal must be to attract. To draw people – clients and staff – to you. You need pulling power.
Don’t try and push to the head of the queue. Try to get a queue forming to speak to you.
STANDSTILL agencies think “who do we want?”
STANDOUT agencies think “who are we for?”
Don’t think about what what a difference they could make to you. Think about what a difference you could make to them.
STANDOUT agencies can instantly name 3 reasons why clients choose their agency over their competitors WITHOUT referring to price or how great their people are.
If you run an agency, what are your 3 reasons?
STANDSTILL agencies ask: How?
STANDOUT agencies ask: Why?
If you don’t understand WHY you’re doing something, then when things go wrong, you won’t be able to find a different way to achieve the same objective. You risk not knowing what the end goal even was.