A billionaire friend told me not to charge by the hour or the month.
If you want to stand out as an agency or consultant, measure and charge by business results.
The level of incompetence among marketing agencies is astronomical.
So to talk about business results, whether or not you can deliver, is what drives sales.
Demonstrate you have a detailed process you follow and emphatically state you don’t do what’s not in a process.
Don’t say you do everything and serve everyone, big or small.
Don’t say you’re affordable and serve small businesses.
Even if you’re desperate for business, if you get cheap and cut corners, you’ll shoot yourself in the foot by attracting nightmare clients that even pros wouldn’t be able to make happy.
The more you say what you don’t do, the more confidence your clients have in what you say you do well.
When you start with their financial goals and tie your effort to them, you shift from an expense to a profit center.
Then it doesn’t matter what your fees are.
Your goal is not to reduce your fees, but to increase their profit— probably from your efforts.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.
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