Episode 2

For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own agency (which he still owns and runs) in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more.

What you will learn about in this episode:

• Why thought leaders are like lighthouses — the metaphor that Drew uses to describe niche authority
• The key piece of wisdom that will bring clients to your door
• How to establish trust before people even meet you
• What the Edelman Trust Barometer is and how you can leverage that information
• Why your engaged community is authentic proof of your expertise
• Why we shouldn’t be afraid to narrow our focus on how we serve others
• The importance of finding right-fit clients
• Why we need to score our clients every quarter and how to do it
• How to filter out the sweet spot clients and replicate them
• Three strategic steps to getting past your fear and stepping into your authority

Resources:

• Website: www.agencymanagementinstitute.com
• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/drewmclellan/
• Facebook:
  • https://www.facebook.com/agencymanagementinstitute
  • https://www.facebook.com/McLellanMarketing
• Twitter: https://twitter.com/drewmclellan/
• Sweet Spot Client Filter Download: https://agencymanagementinstitute.com/client-filter/