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Dissecting the Killer Pitch 1024 683 admin

Dissecting the Killer Pitch

The who, why, what, how and when of pitching successfully

Unlike standard white label agencies offering SEO and content writing services, Agency Stack is committed to helping our partners grow their businesses. Where better to start than with tips on how to deliver a killer pitch?

So, how do you make sure that you hit all the notes to ensure that your pitch resonates with your prospect? Follow the steps below and you’ll be well on your way.

Step 1 – Establish Credibility & Passion: The Who

The pitch is your opportunity to reinforce the things that your agency stands for and what you’re passionate about. Tying this passion to the key concerns driving your client’s decision-making process is a fantastic way to establish a rapport and solidify you in their minds as the right fit for their company.

A true pitch enthusiast can demonstrate this passion by peppering their presentation with points of interest that help bring the story to life. These anecdotal elements work to highlight your messaging and establish touchpoints throughout your pitch that can be remembered when your prospect is reviewing your offer.

Whilst your passion will capture your prospect’s imagination, it is proof of your capabilities that will assure them that your agency is The Who they are looking for.

Your credibility will be evidenced in your professional experience and specialist knowledge and expertise. Case studies and instances of positive outcomes for companies similar to your prospect can be of additional support for your presentation.

Step 2 – Identify the Problem: The Why

Referring to issues encountered by your prospect is a good way to indicate that you understand their business.

Making space for this dialogue within your pitch plays a substantial part in establishing “Why” your client should conduct business with your company.

Asking questions that elicit a “yes” response from your prospect will lay the foundations for positive agreement between both parties.

Step 3 – Present the solution: The What

The What is the combination of services and/or products you will propose to achieve your prospect’s desired result.

Although your client must understand the solution you’re proposing, they will more likely be focussing on the outcomes rather than the intricacies of PPC bidding management or Advanced SEO techniques.

Take time to read your audience and offer your client opportunities to ask questions or contribute their insights and knowledge.

Step 4 – Your implementation plan: The How

Although you can explain “How” you plan on fulfilling your prospect’s requirements, a pitch is not the place to go into excruciating detail.

Applying the KISS principle is a reliable way to ensure that your prospect will not become overwhelmed with information and that you deliver only the most necessary points to help with your pitch.

Step 5 – Closing the deal: The When 

Once you’ve engaged and enlightened your prospect, you can round off your presentation by asking “When can we start?”

Hopefully, if you’ve pitched successfully, there should be nothing to stop your client from sealing the deal. If they’re not fully on board, sometimes clarifying elements of the pitch that they didn’t understand could be enough to land you the contract.

If the client is still non-committal or hesitant, request a time to follow-up. However, don’t spend too long chasing a lead that grows cold as chances are if they wanted to work with you, they would have signed up straight away.

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HOW TO SELL DIGITAL SERVICES 1024 682 admin

HOW TO SELL DIGITAL SERVICES

Part 1: Understanding your Client

In order to scale your business, you may have been considering hiring additional help from an external source, which could mean hiring anyone from a digital marketing freelancer to a full-service digital agency. Whoever you’re teaming up with, it is important to be clear on what they plan to deliver. Outsourcing work is great when the situation calls for it, but you also have to have an understanding of what your business is offering and the services you’re selling, and what kind of an impact this will have on your clients.

Here at Agency Stack, we’re here to help you recommend the appropriate selection of services to your customers with confidence, doing so in the knowledge that these services will deliver on your client’s expectations. Start by gaining a deeper understanding of your client. This means getting to grips with their business, their customers and what sets them apart from the competition.

1. Researching Your Client

This is one of the most important steps in this whole process. Research your client in order to establish what they are about. What would make customers choose them over their competitors? What do they promise and how do they deliver these promises? You’ll also need to consider industry trends applicable to your client and any obstacles they might have to overcome. The promises your client makes to their customers will inevitably form the basis for their brand positioning. With that in place, you can help your client get their message out there to the right people through the right channels.

2. Your Client’s Products and/or Services

What pain points do your client resolve for their customers, and what gives them the edge over their competition? What services/products do they offer that others perhaps don’t? Really work to understand what your client is offering to their audience, and work with them to assess what competing products and services are out there so that you and your client have a good understanding of the landscape.

3. Your Client’s Customers

Just as your client is key to your business, you need to understand the things that are most important to your client’s customer when it comes to making a decision. Help your client target key customer personas. When you know who your client’s customers are and what they are expecting from the client, you’ll be better placed to know what sort of content to recommend as well as what sort of channels they should pursue.

4. Your Client’s Competition

Once you have an understanding of your client’s customers, the next group you need to consider is your client’s competition. Who is on their level, who are they performing better than, and who do they aspire to be like? Take note of what sort of content their competitors are producing and what channels they are using. Also, take time to think about how your client can position themselves in the market and exist in the same space as their competitors whilst still being able to claim points of difference that sets them apart.

5. Your Client’s Business KPIs and Goals

Your client’s goals will always be the most important part of this process. They’ll be using this as a framework in which to measure how successful you are in the services, you’re providing them. If you’re able to work towards your client’s expectations and achieve good results within their budget, then there is no reason that they won’t be over the moon with the service you’re providing.

6. Roadmap for Success

As a final step, creating a business plan is a good way to pull all of your research together. Using a template means that you can repurpose the plan for other clients.

It’s important to recognise that all of this should be approached as a whole process. Hopefully through this, you’ll be able to gain a great understanding of your clients and how they are positioned in the market, as well as what their customers and competitors look like, and what services and/or products they offer.

Digital Marketing Freelancer
Our Do’s and Don’ts for Writing Online Copy 1024 525 admin

Our Do’s and Don’ts for Writing Online Copy

Writing quality copy for your website or social media should inspire your audience to take action and engage with your brand. That’s the number one goal for writing copy, whether you’re a digital marketing freelancer or a copywriter. It’s important that you nail this part of the process in order to achieve whatever you have set out to do with your business, whether that’s selling products, landing clients, or growing your brand. Your writing, regardless of content, should be interesting and engaging in order to hook people in. Otherwise, what’s the point?

In today’s market, things like digital marketing are crucial to the success of any business, so it’s important to pay attention to detail here. If you’re a new brand starting out, or can’t afford to hire your own copywriter, here are some handy do’s and don’ts for how to write online copy. 

Do’s

Do Your Research

Just because you feel clued up on a certain topic doesn’t mean you know everything there is to know. Even the most knowledgeable geniuses out there still need to do their homework. When it comes to putting out content online, researching before you start the writing process is a great opportunity to enhance your knowledge. It also lessens the chance of writing misleading or incorrect information when you are able to fact-check and make sure you have all the details before publishing your content.

Do Include A Call To Action

If someone has landed on your page and you’re not giving them a call to action, then that’s a valuable trick you’re missing! You need to give them a clear indication of what your intentions are and communicate that effectively and directly. There’s no point beating around the bush here. Whether you want your audience to sign up for a free trial, join a mailing list, start an online course, be notified of future events or products, subscribe, learn more… the clearer you are with your CTA, the more likely you are to see results.

Do Write For An Audience

When writing copy, you really need to know your audience so you have an idea of how to craft your message. If you have your target audience in mind then it will be easier for you to speak to them directly and be able to tailor your output in order to attract the right people. Make sure that your writing is clear and easy to read.

Do Cultivate a Writing Style

Your writing style is unique to you, so have fun with it! Decide what you want your brand’s tone to be and make sure it’s consistent across your platforms. Knowing how to appeal to your niche or audience will inform how to approach your writing. Of course, not all businesses will want to be casual and funny, but having that human element to your writing will allow people to connect with your brand.

Don’ts

Don’t Plagiarise 

If you’re short on time or don’t know much about a certain topic, it can be so tempting to borrow text or copy from other webpages. But this isn’t a good tactic for a number of reasons. People will be looking to your brand for original content and if this is something that you cannot deliver on then your audience may not view you as a reliable or trustworthy source. It is also a really fast way to lose credibility and drop down in rankings on search engines.

Don’t Use Copyrighted Images

It’s easy to get caught out with this one, but our best advice is only to use stock images or your own content if you’re planning on having images or graphics on your website or socials. The latter can often be costly and time-consuming though, but luckily there are many websites out there such as Shutterstock, Pexels and Unsplash that have an extensive archive of royalty-free images.

Don’t Forget to Double-Check

Make sure you proof-read and edit your writing before you publish it. There’s nothing more embarrassing than having content out there in the world with loads of typos and grammatical errors. Even the pros can slip up here and there, so don’t forgo this last important step.

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