Workshop Day Two

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Advanced New Business Writing & Agency Packaging

This hands-on session also covers completely new Mirren Training material. It focuses in on the key elements required to "package" and sell your agency's services, including the writing of key selling documents.

I. GUEST SPEAKER: Mintel Research, "Where The Rebound Is Kicking In"

  • Are you targeting the best growth opportunities?
  • Where will the growth be in the short and long-term?

Based on Mintel's on-going research, they will present the latest data on exactly where clients are spending right now - and where they will be spending in the coming months as the economy continues to expand.

II. ADVANCED WRITING: YOUR QUESTIONNAIRE RESPONSES

  • RFIs/RFPs take a tremendous amount of time and effort... and yet clients complain that agencies all look and sound the same. Given this, how should they be structured and written to better differentiate and persuade?
  • What role should design play in communicating key information?

III. ADVANCED WRITING: YOUR CASE STUDIES

  • Given most clients believe most case studies are irrelevant and do a poor job of selling the agency... how can you write them in a way that better positions the agency as THE answer?
  • How should "results" best be articulated? What if your clients won't provide you with results to use for case studies?

Looking at both Questionnaire Responses and Case Studies, you will learn new principles to turn these into documents and content that will (1) actually be read by the prospect; (2) better differentiate the agency; and (3) better sell and convert the prospect. Understand why your current RFIs and Case Studies are missing elements that are critical for client decision-making.

IV. PROPOSAL WRITING STRATEGY

  • What is the best way to then sell your big ideas when writing the most critical new business document... the proposal.
  • What is the best way to communicate the value of your work and better persuade the prospect?
  • How do you get clients to pay more?

This is one of the most critical documents you'll ever write. Learn how to draft your proposals in a way that better address the end benefit (the value) you're providing to the client. Reposition your work (and the agency) to better persuade the client and minimize fee erosion.

V. YOUR CAPABILITIES SESSION

  • Clients hate the dog and pony monologue from the front of the room. You might be getting better at asking the right questions, but how you transform your capabilities/chemistry meetings into dynamic experiences that leave a lasting impression... and begin converting the prospect?
  • Should room theater be used? If so, what?
  • Is there a better way than the dreaded PowerPoint?

Learn how to develop a new Capabilities Session for your agency. Whether you are still stuck in the monologue from the front of the room, or whether you think you've evolved by asking "a lot of questions," you haven't gone as far as it takes to enage the prospect in a way that truly differentiates and converts.

VI. AGENCY WEBSITES THAT SELL

  • And then there's your website... what are clients looking for in a website now?
  • Is there a way to truly be different, while still being meaningful to prospects?
  • What content should we include and how should we structure it all?
  • Do we need case studies on our site? How much creative should we show? Our team bios?

Finally, based on a set of principles and very specific criteria, you will evaluate your agency's website. Bring printouts as this will be a hands-on working session where you will develop a new approach to using your website as a selling tool.

VII. THE ABILITY TO APPLY YOUR LEARNING FROM THIS SESSION IS CRITICAL.
To help you implement these strategies back at your agency, a 60-minute one-on-one teleconference follow up training session is included.

> SOLD OUT <
New York Series
Sept.17-18
>SOLD OUT<
Chicago Series
Sept.24-25
> SOLD OUT <
L.A. Series
Sept.29-30


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Go to Workshop Day One >

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