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The mistake: believing your agency mailings are effective.
Most clients see agencies as commodities. Aside from their current agency, most clients can’t even name more than 3 or 4 others. And they know almost nothing about those.
Partly this is because only 24% of agencies even claim to have any sort of outreach communications. (Which is pretty amazing since everything they do is focused on creating programs to build their clients’ awareness.)
And nearly all of that 24% consists of doing occasional promotional mailings . . . case studies, work samples, agency newsletters, etc.
The reality: most clients aren't interested in agency promotional materials unless they’re shopping for a new agency (which most clients do for only 3 to 4 weeks once every 3 to 5 years). It’s kind of like car advertising: you pay attention to it when you’re in the market for a new car, but don’t notice it when you're not. So agency promotional stuff has limited impact.
Instead, develop a borrowed interest strategy for agency communications. In other words send them something interesting that they’ll value reading, brought to them by your agency. This allows you to reach more prospects, more frequently because they will appreciate receiving the content.
From Robb High’s New Business Boot Camp 3.0.
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