How to Win Client Business When You Don't Know Where to Start

CHAPTER 16Why Advertising Doesn't Work for Us: Leveraging Your Firm's Brand Reputation and What to Do When You Don't Have One

The secret to success in any business is to deliver a great, compelling product. No amount of marketing savvy, salesmanship, or operational excellence can overcome a weak product.

—Michael Hyatt, author, Platform: Getting Noticed in a Noisy World

I received a call yesterday from an exasperated CEO of a product design and engineering firm headquartered in the Midwest. The firm is 20 years old and includes many blue‐chip companies among its clients.

CEO:

“I'm at my wits end with advertising.”

Me:

“I can tell you're frustrated.”

CEO:

“We've tried everything I know to do. I have hired two of the best advertising firms in Chicago, and have spent hundreds of thousands on advertising. We've rebranded our company, redesigned our website, and launched a PR and promotion campaign.”

Me:

“Did you see much improvement in your lead generation pipeline?”

CEO:

“Not one bit. We haven't earned a dime on the money we've invested in any of our advertising.”

Me:

“Well, you're doing something right – you've got some great clients and have built a successful company. Where does your business come from?”

CEO:

“Our work is practically 100% repeat business and referrals. We have great clients that have been with us since Day 1. The others have been word of mouth.”

Me:

“That's impressive. What is your biggest challenge?”

CEO:

“I don't want to have to rely on repeat ...