I get a kick out of agency sites that end with the general message, “We would love to work with you,” or something along those lines. What baffles me is they are assuming the prospective client would be a great client they would love to work with. Basically, they are proposing to get married at the beginning of the first date, even before the appetizer is served with the meal.
That doesn’t make sense to us. We’re very selective of who we choose to work with. When we decide a prospect is a great fit for us, we’re all in. But what do I mean when I say “all in?”
We’ve been luck lucky enough to have clients for whom we were “all in.” We have lived, breathed and slept their brand, their product, or their service. When you are all in with someone you can trust, and they trust you, the fire in your belly is always burning. You wake up from a deep sleep with that idea that is going to allow them to leapfrog the competition and grow revenues. It’s so much more fun to work on something that lights your fire. Then, work doesn’t feel like work, it feels like play. It’s so easy to come up with strategies and ideas because you are the consumer. You love the client not because they pay you, but because you genuinely love everything about them.
In today’s ever-changing marketing environment, it’s critical to have a marketing association where the agency is all in. So ask yourself, is your current agency relationship all in? Think about it.
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