• A Lesson in Positioning For Services and Products Alike

    • December 6, 2018
    • Posted by: Kelly Campbell
    • Category: Positioning
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    Strong positioning—whether narrow in vertical, horizontal, or both—makes you irreplaceable in your prospect’s mind—which in turn allows you to charge a premium, be selective about your clients, and realize a higher profit margin.

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  • How Agency Positioning Impacts Pricing

    • July 2, 2018
    • Posted by: Kelly Campbell
    • Category: Agency Growth, Positioning
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    When you can clearly explain your unique value proposition—how your deep expertise sets you apart from the pack—it ensures that your customers see you as irreplaceable, and worth every penny you charge. In this way, pricing becomes less of the conversation, and in many cases, no longer a matter of negotiation.

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  • Why ‘Referral’ Can Be a Bad Word

    • June 29, 2018
    • Posted by: Kelly Campbell
    • Category: Agency Growth, Positioning
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    Word-of-mouth marketing and referrals are great for increasing business without having to pay for the client acquisition or do the work of finding and converting a lead. Unfortunately, not every referral is a good one. In fact, they’re rarely good.

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  • The Homepage Approach That Scores the Most Ideal Clients

    • April 6, 2018
    • Posted by: Kelly Campbell
    • Category: Agency Growth, Business Development, Conversion Optimization, Customer Personas, Positioning, Website Design
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    To bring in more ideal clients, let’s ditch the ‘we/us/our’ language and start demonstrating that we understand the world from our ideal customers’ perspective.

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