Being sneaky with testimonials in agency new business

ad agency new business strategyToday’s few hundred about ad agency new business is inspired by a recent commercial for the University of Phoenix. The spot opens on a portrait of a professional-looking woman working at Red Cross. The camera pulls out. She’s one of many portraits hanging on the wall. The camera pans left, moving over another person working at Red Cross, and settles on a man working at Yahoo.

Sneaky, huh? The camera moving past the other Red Cross leader helped reinforce the idea that there’s a big fat network of U of P grads out there. Willing to put your resume at the top o’ the pile due to the alumni factor.

Lemme get to the point, and share a couple of potentially sneaky ways you can use other clients in your new business efforts. These can be particularly effective for clients who have more relationship-based personalities:

Personal client testimonials

It’s a given that a testimonial can describe things like the work, qualities of the relationship or results of the client / agency partnership. But how about including other milestones that send a slightly different message. That your agency can help clients be more personally successful when they hire you. Consider:

  • Worked with client since 19xx
  • Celebrated three promotions
  • Helped client through two layoffs

Sharing testimonials in unusual ways

Here are some sneaky thought starters beyond putting testimonials on your website or in other capabilities pieces. By the way, you don’t really see that many testimonials on agency websites. Which seems like a missed agency new business opportunity.

  • In emails between RFP and capabilities round
  • On walls or easels in your office or in conference room
  • In RFPs to add personal context to references or case study questions
  • On LinkedIN company pages

Interested in this topic? Check out these other posts, lovingly hand-crafted by yours truly to get you thinking a bit more about how existing clients can help grow your agency:

How to use testimonials in agency new business

How a Chief Experience Officer can improve the client / agency partnership