Peter Levitan & Co.

The New Business of Advertising

Insights

A Faster Path To Become A Leading Advertising Agency

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There Are Zillions of Advertising and Marketing Agencies—Only The Unignorable Win.

I made this 10-minute, fabulous, insightful presentation on how to be the leading advertising agency for AAR Partners—the leading agency search consultancy. Check out their Agency Growth Program.

 

Let’s get real. This fast-to-the-point presentation (with smart examples of agencies that get it) discusses how crazy the agency marketplace is. Some say that there are over 4,000 agencies (advertising, marketing, performance, social, etc.) for clients to choose from. The only way you can break out from the pack is to make the decision is to want to break out from the pack. Does that sound simple? Well, it might be the best strategic move you could make.

MORE ways to become a leading advertising agency: While you are at it… here is a list of 34+ agency / client search consultants.

Claude AI Prompt For Marketing Agency Business Development

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A Claude AI Prompt For Marketing Agency Business DevelopmentA Sweet Claude AI Prompt For Marketing Agency Business Development

Yikes, so many prompts. This AI prompt for marketing agency business development works hard.

I asked Claude AI to build me a persona for a future pharmaceutical client. This is an example of how to get to “Know” your future marketing client. Use it to build out your business development path.

The Claude AI Prompt

“Build me a persona of a marketing director of a midsized global pharmaceutical company who is responsible for breaking through the clutter of healthcare marketing in the digital marketing world. List their hopes and dreams and concerns plus emotional triggers that help them and decision-making criteria for their choosing a marketing services company.”

Claude AI’s Marketing Director Response

Here is a persona for a marketing director of a midsized global pharmaceutical company responsible for breaking through the digital marketing clutter in healthcare:

Name: Jessica Anderson Age: 42 Job Title: Global Digital Marketing Director

Background: Jessica has been in the healthcare/pharma marketing world for over 15 years. She started out in product marketing roles at major pharmaceutical companies before transitioning to digital marketing leadership positions at midsized firms. Her current company is a $2 billion global pharmaceutical company that develops treatments for autoimmune diseases, cancer, and rare disorders.

Responsibilities: Overseeing all digital marketing initiatives globally including website, social media, digital advertising, virtual events/webinars, email marketing and marketing automation. Her team is responsible for generating leads, nurturing prospects, and supporting product launches through digital channels.

Hopes & Dreams:

  • Make her company’s brand a recognized leader in certain therapeutic areas through breakthrough digital marketing
  • Drive substantial lead generation and revenue growth through innovative digital campaigns
  • Advance her career to the VP/CMO level by demonstrating clear digital marketing ROI

Concerns:

  • Breaking through the immense clutter and noise in the digital healthcare marketing landscape
  • Overcoming challenges with regulations, compliance, and privacy restrictions
  • Gaining enough budget and resources to execute digital marketing at a high level
  • Having the right talent, skills and expertise on her team

Emotional Triggers:

  • Frustration with agencies that don’t truly understand healthcare’s unique challenges
  • Excitement when seeing creative, bold and cutting-edge digital campaigns
  • Motivation to beat the competition and be seen as a marketing innovator
  • Anxiety about making costly mistakes that could risk brand reputation

Decision Criteria for Choosing a Marketing Services Company:

  • Specialization and deep expertise in healthcare/pharma digital marketing
  • A track record of developing highly creative and effective digital campaigns
  • Robust capabilities across all key digital channels (web, social, advertising, etc.)
  • Strong competencies in data/analytics to measure and optimize performance
  • Stellar client service, responsiveness and commitment to her business success
  • Reasonable pricing/costs with demonstrated ROI

Jessica is looking for a digital marketing partner that can truly understand her company’s challenges and deliver breakthrough, results-driven digital campaigns that elevate brand awareness and drive revenue growth.

I like this one. Pass it on. LOL. Yup, I’ve got other ideas just for you. Right here…

 

How To Build A Kick-Ass Advertising Agency

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advertising agency Yes, Buy How To Build A Kick-Ass Advertising Agency.

Go Here Now to Buy The Book & eBook On Amazon.

Before I sat down to write my book on how to build that genuinely kick-ass (rich) advertising agency, I asked Google’s AI tool (now Gemini – was Bard) to help me find the right person to help build the fantastic thinking that would help build a great, intelligent, high-profit agency… and then have that google friendly person write a 27-chapter, 261-page treatise on how to get the job done. Here is my conversation

Peter to AI: “Does the marketing world need a new book about how to run a profitable and happy advertising agency?”

AI: “It’s difficult to say whether the world really needs a new book on how to run an advertising agency. However, if the book offers unique insights, valuable advice, and practical tips, it will be an invaluable resource for people in the advertising industry or those interested in starting their own agency.”

Peter to AI: “Who should write the comprehensive book on advertising agency management?”

AI: “The best candidate to write a book about how to run and grow an advertising agency would be someone who has a deep understanding of the advertising industry, someone who has run an agency and can provide practical, actionable advice to those looking to start or run their own successful agency. It would also help if that person was also an advertising agency client.

According to my assessment, that person is Peter Levitan.

Plus, Peter has over 850 blog posts on how to grow your advertising, marketing, digital or whatever agancy.”

Damn, I like Google.

Hey, Y’all, Need A Review to Help You Buy This Book?

Peter Levitan has delivered the go-to guide for building an agency. I expected HOW TO BUILD A KICK-ASS ADVERTISING AGENCY to be like most of the other agency books I’ve read—a waste of time and money. Instead, I found it to be smart, accessible and entertaining. It is filled with substance! Peter’s knowledge and experience are indisputable, yet he shares his own missteps and what he learned with wit and grace. My only “complaint” is that this book wasn’t around 10 years ago when I opened my agency.

Here’s the link again. 

 

What Is Your Elevator Pitch

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How To Build An Elevator Pitch

elevator pitchRemember elevators? You know, those things we rode multiple times a day to get to and from an office or hotel room? The fleeting elevator ride spawned the idea that we need a way to describe ourselves or our company in 30 seconds or less – what we call an elevator pitch. This 30-second or less exercise is very useful since in our very attention-deficit world, our world where so many of us do the same thing and can sound very much alike (“hi, we are a creative advertising agency”, yada…). You get the idea.

Let’s Get Elevator Pitch Personal

One of my ad agency clients asked me to help her quickly and succinctly describe herself for her appearance on an upcoming online seminar. By coincidence, I received an invite to a SharpSpring event and noted how a bunch of advertising agency and marketing thinker and influencer types described themselves. I noted their self-descriptions as food for thought. Food for elevator pitch thought. Just for the hell of it, here are ways that very successful marketing thinkers describe themselves.

Hype-free digital marketing and customer service strategist.

Recognized as a top 100 entrepreneur under the age of 30 by President Obama.

Leading authority on positioning and reinventing in the creative and digital space.

Internationally recognized speaker & contributor to Ad Age’s Small Agency Diary.

Ranked one of LinkedIn’s Top Ten Voices in Marketing for four years in a row.

Works with 250+ agencies every year. Latest bestseller – Sell With Authority.

NYT bestselling author of nine books and counting.

Named among the 30 best young tech entrepreneurs under 30 by Business Week.

Host of the smart agency master class podcast. The number one digital marketing agency owner podcast.

Content marketing guru featured in NYT, Mashable and search engine land.

Agency business expert keynote speaker author and virtual event trainer.

Author of 19 international bestsellers, and one of the most popular bloggers in the world.

Digital marketing pioneer, Wall Street Journal bestselling author and tiny house owner.

Bestselling author and host of award-winning YouTube series.

[Read more…] about What Is Your Elevator Pitch

An Irresistible New Business Sales Pitch

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new business sales pitchLove Our Sales Pitch & Then Love Us

Here is an example of an irresistible new business sales pitch. I’ll even call it unignorable. I think, know, that being unignorable in today’s oversaturated thought leadership universe is a MUST- get objective.

Imagine running a business development program that is so powerful your potential clients can’t ignore it. I am talking about the business development power of creating an agency brand position, business proposition, and, most importantly, a new business development sales pitch system that has become a must-read. And, even better, a must-read totally unignorable insight that must be passed around entire organizations.

Is this a Mission Impossible? No.

L2 and Me

L2 Business Intelligence for Digital L2 Business Intelligence for DigitalA few years ago when I was running the advertising agency Citrus, I discovered New York’s L2. L2 was a research company that zeroed in on luxury marketing. you might know it founder Scott Galloway.

Here is what L2 said about itself and it approach to thought leadership on its website: [Read more…] about An Irresistible New Business Sales Pitch