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WRITE YOUR AGENCY ESSAYS TO SELL!
By Doug Sidle
I handle the majority of new registrants, and enjoy talking them about the power of their essays. It gives the searchers an early "sneak-peek" at the potential for great, or less-than-great agency/client chemistry and has plenty to do with who gets an invitation. When our "advertiser or pr" clients review their candidate agencies following their on-line search, one thing they do know is that all on the list are 100% pre-qualified, so their critical next-step is to create their "short list".
The essay portion of your record was designed for that purpose. Essays (along with your new Power Index value) are meant to make a convincing "include me, invite me, meet me"
argument. Here's my ten suggestions for how to handle those essays:
1. Use a one-on-one copy style and direct your comments at a prospective client (not an audience). Clients love essays addressed to them personally.
2. Tell them what you're going to do for them in each category and why it's got value.
3. Emphasize your strong points and/or uniqueness.
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4. Keep them brief.
5. Spelling errors, bad grammar, no punctuation are definitely no nos.
6. Have more than one case study. Clients read case studies to see what you've done for someone and it doesn't matter if the vertical market isn't their market. Still, keep them brief.
7. Essays should reflect agency personality. See that your best copywriters tackle this!
8. Emphasize 6 to 9 of your vertical market categories and your associated strengths.
9. Avoid buzz words or phrases.
10. Make a compelling argument for hiring your firm (beg if you can do it professionally!).
Periodically check your Agency Search Activity Detail report - if you're getting found but not invited, consider making changes in your essays. Or give me a call.
WHEN YOU BRAG HERE. IT'S POLITICALLY CORRECT!
By Kaille Padgett
I love to get information and hear from our agencies. The more I know, the more we can help promote you. Don't be shy; don't be a stranger. Speak up and tell me about your agency!
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UK & Europe 
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