Creating a Unique Selling Proposition for Your Agency w/ Live Proposal
The best way to sell a marketing service is for the client to experience it first. You can do this by providing upfront value upfront. Perhaps a free audit of their current PPC account or a 1 hour webinar teaching them to self-audit. The client receives value regardless of whether they hired you and you build trust. My selling propositions are broken down into answering 4 questions.
*Attached are images of our actual proposal. Feel free to modify it for use. If you’d like a powerpoint or word version I’m happy to send it to you.
Who are You?
A difficult question I answer with a team section. Typically there's a brief description about Toni (my CTO) and me. She’s a developer and I’m me; we’re best friends who started an investor backed software company before creating a marketing agency. We work well together because we share the same name. Our proposals are quirky.
Our team is a mixture of employees and freelancers. We provide staff $300/month to boost personal posts across a social media platforms. Staff is what makes marketing agencies different. Being unique means allowing the people you employ to act like themselves. Freelancers are good at this... since you can't control them anyways.
If you don’t have W-2 staff, ask freelancers and others you’ve referred work to if you can include them in your pitch. It’s good for both parties. There’s also the option of “borrowing” a staff through white-labeling… that one you have to talk over with the other agency.
What Are You Good at?
We include a few pages on our current/ past clients. Always ask for permission… clients will call for referrals. Pages are organized by spend. For us, it’s automotive, law firms, software, and miscellaneous. The first page highlights businesses most similar to the client's. Logos are visually stimulating and clients enjoy asking whose logo this is. It’s an easy touch point.
There’s a bit of chicken and egg. What if you don’t have clients? I’d suggest volunteering with non-profits in exchange for a reference. There are many “jobs” available on Linkedin. Or what Toni and I did, we posted (and still do) on Craigslist and went to industry meetups (on meetup.com & Facebook). The majority of our software clients paid us $500 for a mobile apps. You have to start from somewhere.
What Are You Offering?
Here’s sort of the generic language we use. Again, feel free to modify what we're currently using for your agency. After A/B testing, we found our clients preferred a “menu” structure. Clients locate the interested service, read the description, and ask questions in person or on the phone.
How Much is it Going to Cost Me?
My CTO is not fond of this last page. One Tuesday, we set ourselves the task of designing a menu. She designed the previous menu with our graphic designers. I designed the last page with a part time intern. However, client want to know about cost before they contact us. One of the reasons clients may not contact you is because they believe you are too expensive or too cheap. And that’s how the last page stayed, through A/B testing. I’m sure y’all can come up with something more clean.
Places I’ve found clients using this proposition.
Facebook (personal profile)
Craigslist (to start with)
Upwork (to start with)
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