Advertising agencies have a tendency to keep their positioning in the middle of the road. They unsuccessfully attempt to appeal to everyone. That's why most agencies are positioned by their geographic location which provides them no position at all. How often have you seen an agency brochure, website or presentation with typical agency speak, "we are a full-service, strategic, integrated marketing communications agency with great creative, and a wide variety of client experience, dedicated to generating results for our clients."

That type of language does nothing to set one agency apart from another. Standing for everything is just another way of standing for nothing and trying to appeal to everyone, they appeal to no one.

Agencies refuse to do for themselves what they recommend for their clients because they realize that if they are to define and build a strong brand they will not appeal to a larger number of clients but to fewer. That lessens their pool of prospective clients that are close by. Those are often not the best prospects for your agency.

Agency principals must realize that it is okay for some prospective clients to be attracted to you while others aren't. They don't need to appeal to the masses to be successful. By staking out a position that makes the agency intensely appealing to a select group of prospects. Additional agency benefits:

• A business model that increases the agency's value and relevance to to prospective clients.

• Clearer direction for how the agency should spend its time, money and resources.

• A well designed set of criteria for identifying the prospective clients who want the agency for it does best.

• A broader geographical market.

• A stronger win ratio when pitching new business, because the agency is playing to its strengths.

Your agency is your most important client.

Michael Gass is an agency new business consultant, primarily to small and midsize advertising agencies. Prior to starting his own consulting firm, Michael was a new business development executive for four advertising agencies. He has a proven track record in "the trenches" increasing agency's new business, profitability and enhancing agency's brand image. Michael can be reached at michael@michaelgass.com

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