Insights

Claude AI Prompt For Marketing Agency Business Development

Peter · April 25, 2024 · 1 Comment

A 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

Peter · April 19, 2024 · 4 Comments

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

Peter · April 18, 2024 · 2 Comments

How To Build An Elevator Pitch

Remember 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.

Is Your Advertising Agency Pitching Too Much?

Peter · April 5, 2024 · 3 Comments

Is Your Advertising Agency Pitching Too Much? Maybe You Need To Say No!

Here is an excerpt from my book on advertising agency pitching and presenting. This tidbit emphasizes the importance of not (allow me to repeat myself) not pitching every account that whistles. You can’t afford it. It costs too much cash, time, energy, and agency staff pain (BURNOUT!). Pitching too much causes one more problem. You will reduce your business development ROI.

There is lots more in “The Levitan Pitch. Buy This Book Win More Pitches.” You can buy the paperback and eBook on -> Amazon.

Yes, No, Maybe?

Before you embark on a new pitch, you should be asking yourself one extremely important question…

Should we be pitching this account?

I know what you are thinking… Levitan’s kidding right? We’ve made it through the RFI and RFP stages, and now he wants us to ask if we should even be going to the finals.

It’s still ok to say “no”, and now is the time to take a deep breath and review a go-no-go decision. You are about to spend a great deal of time and money. Are you sure that you should go through the next step? Are your colleague’s groans getting louder? Looking in any way ambivalent about the pitch will not help your pitch team feel good about charging into it. Passionless pitches don’t win.

Pitch or not is usually one of the most difficult decisions agency management has to make. There is a good chance that you think that you’ve already answered this question if you participated in an RFP that led to your selection as a shortlist candidate. I believe that even if you’ve performed a sound decision-making process, now is the time to stop to determine if this potentially expensive pitch is worth the time, effort, and human and cash costs.