Jeff Miller argues agencies don't need gimmicks. Real advantage comes from three things: deeply understanding the client's problem in measurable terms, communicating a detailed plan as a product not a tactic, and executing consistently. He proposes $5-15K monthly for four-month engagements paid upfront.
So you think you need to be different than all the other automation agencies. You don't. You only need 3 things. The first is supreme understanding of your client's challenge or problem. When I say supreme understanding, I mean you've written it out, you've mapped it out, you've quantified it, you've qualified it, you've put in a chart. There's like a lift or decline, right? Like you can say if this is implemented correctly, You will have 10% gains year over year over year for the next 10 years. If it's implemented incorrectly, that 10% becomes 1%. At the end result, the difference is $7.7 million. So again, you don't need differentiation, you need supreme understanding of your client's problem. Number 2 is you need supreme communication of a plan to solve that problem as well as the steps in Your communication, as well as how those steps handle the problems that will come up. This is a mouthful because it requires an understanding that a lot of service providers have difficulty saying, especially if they come from product world. So I'll give you an understand an example. When I was selling campaigns for five or ten thousand dollars a month, I would not lean in and say Facebook ads. I would say the wallet out ready by button see customer campaign. Cool. That's not Facebook ads. That's a product or a program. that happens to include advertising. And then I would say there's 6 parts to it. Number 1 is we're going to do customer research to figure out what your people actually want to buy from you. Cool. That deals with an objection right out of the gate, which is, how do I know this is going to work? The second thing is I say, from that, we create an advertisement that is strong enough to break a habit because they go, who's making the ad and is this ad actually any good and what's the intended result? Number 3, we create a landing page that has congruency and makes sense to the customer research and the ad. So people know it's not fake, not fraudulent, and people actually interested in buying what you have to sell. Plus there's an authority story, all that stuff. So now, like, you get what I'm trying to say, which is all these problems and objections are actually inherently answered in the program. Number 3 is having the ability to execute properly, consistently, and repeatedly. So it's not like a moonshot, not a one in a million, not like maybe this is gonna work, not, no. You have the executive, executive, you have the educational executive experience to execute this correctly and consistently and self-check your work, AKA qualifications and a team. None of this is differentiation, none of it. Differentiation is simply saying, Hey, you want a hot dog? My hot dog is 12 inches. This hot dog over there is 8 inches. We've got relish. They've got hot— that's differentiation. That will only work in a limited timeframe simply because of how easy it is to emulate and copy. It is very difficult to emulate and copy supreme understanding of your client's problems, communicating the solutions and the way they deal with objections beforehand and having the authority and the executive understanding to actually execute the plan. If you have those 3 things, then it's very, very easy to get stuff done at a $5K, $10K, $15K a month price point with 4 months paid in full. If you don't do those things and you think the only thing you got is a cool tool and how you're different, you're at zero.
