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2. What Do These Brands
Have in Common?

3. Desirable Products
Brand Consistency
Extreme Warranties
Unbelievable Guaranties
Amazing Customer Service
Powerful Offers
Invitations to Belong
Strong Brand Ambassadors
Cult-like Followers
These Brands Don’t Advertise!
THEY HAVE “THE STUFF”

4. I’m not saying
DON’T ADVERTISE

5. I’m saying
REPRIORITIZE

6. I’m not saying
NO AGENCY

7. I’m saying
THE RIGHT AGENCY .

8. YOU NEED A
1ST CLASS AGENCY

9. YOUR STUCK WITH
A LAZY @$$ AGENCY

10. OR
A LAZY @$$ TEAM

12. TOO CLOSE TO HOME?

13. TRUTH = FREEDOM
PRETENDERS or CONTENDERS? .

14. WHICH TEAMMATES
ARE PRETENDERS?

15. WHICH TEAMMATES
ARE CONTENDERS?

16. RECOGNIZE
AND REPLACE!

17. OR YOU’LL NEVER
WIN THE RACE!

18. *There’s only one that you want.
3 Types of Agencies

19. WHY NOT THE OTHER 2
TYPES OF AGENCIES?

20. BECAUSE THEY DON’T
KNOW HOW TO
PREDICT RESULTS

21. BECAUSE THEY DON’T
KNOW HOW TO
MEASURE RESULTS

22. BECAUSE THEY DON’T
KNOW HOW TO
DRIVE RESULTS

23. + PREDICT
+ MEASURE
+ DRIVE
RESULTS

24. The 3 Types of Agencies…
How To Recognize The Qualified One
1. The Lazy Agency
2. The Desperate Agency
3. The Strategic Agency
99% of agencies are Type 1 or Type 2.

25. What Are the
Characteristics of
Each Type of Agency?
@JacksonCalame
JCalDigital.com

26. The Lazy Agency
Defined
The Lazy Agency is typically a large agency with too many clients.
This agency is typically old-fashioned.
Often, they’re skilled at their craft, but feel little responsibility in
understanding their clients’ true needs.
They’ll sell you what you want, even if they know it means you
won’t get results.

27. The Lazy Agency
Signs
Their proof of value is smoke and mirrors.
● Lack of case studies
● Hide behind big, arbitrary numbers
● Weak testimonials
● No credible references
● They don’t believe tangible results can be proven
● Refusal to show reports of success

28. The Desperate Agency
Defined
The Desperate Agency is typically a small, local agency.
Often, the desperate agency means well, but they once again fail
to recognize the needs of their clients.
Typically they are overly excited individuals. Their lack of
direction will be apparent if asked about strategy details.
They are unorganized and struggle with basic procedures and
execution of meaningful value.

29. The Desperate Agency
Signs
They’ll say whatever they can to convince you to buy.
● Willing to do whatever you want
○ Even though you don’t know what will drive success
● “Yes” men
● Overconfident with new trends “TikTok is a must these days”
● One-size-fits-all responses
● Their own email series lacks depth

30. The Strategic Agency
Define
The Strategic Agency <- An agency driven by results.
Quality matters, you’ll have to earn your spot as a client.
While harder to find, they’re easier to recognize.
You may pay a premium, but you get what you pay for.
The track record and results will be reviewable. A specific return
on investment will be discussed upfront.

31. The Strategic Agency
Signs
Their questions will be uncomfortable and require transparency.
They will want to have a preliminary meeting to review the
project together.
They may charge a consultation fee.
They will talk openly about past clients’ within the bounds of
their agreements.

32. The Strategic Agency
Opportunities
*You may learn more from their failures than their victories.
Respect all feedback they provide so that you can improve.
Implement changes immediately.
Be HONEST about your Key Performance Indicators or it will hurt
your results.

33. How Do You Choose
the Right Agency?
@JacksonCalame
JCalDigital.com

34. When choosing an agency...
Questions
Questions to Consider
How much do I want my business to grow?
Do I need a budget for extreme growth or for a little growth?
Am I building a long-term growth team or a one-time expansion effort?
Does the agency plan to work with me long-term or for just one project?
Have I shared my goals and vision with the agency?

35. When choosing an agency...
References
References & what to ask…
Ask that the agency share 4 references of clients with you.
2 long-term clients, 1 previous client, and 1 new client.
Ask to see last months reports for their existing clients (black out
confidential info).
How does onboarding work? What are the next steps?
What does launch look like?

36. When choosing an agency...
Expectations
What to expect from a strategic agency…
● A discovery call or strategy session will be filled with good questions.
● A form or outline will be provided for onboarding.
● You will be required to provide details and insights for proper
direction.
● Campaign projections will be established based on your existing key
performance indicators.
● Benchmarks will be set based on changes you agree to make and
goals to outperform industry standards.
● Weekly evaluations should take place initially for team realignment.

37. When choosing an agency...
Plans
What to plan for moving forward…
● What are your long-term plans with the agency?
● What do you do if they go out of business?
● What result will cause you to reinvest in your agency?
● What would cause you to let go of your agency?
Remember, agencies are run by humans. Your vision, or lack thereof, will
affect their performance. The more you treat your agency with respect
and reward them for their results and efforts, the better they will
perform.

38. Resources...
Library
Why choose J Cal Digital? Start using the Revenue Growth Workbook and find out.
An Exceptional Agency: www.VideoPower.com (*Jackson worked here for 18 months.)
Slideshare: The Sweet Science of Virality
Slideshare: Frankenpage: Using Data and Design to Reverse Engineer, The Perfect Landing Page by Oli
Gardner
Book: The One Minute Manager by Ken Blanchard
Book: Raving Fans by Ken Blanchard
Book: Peak by Chip Conley
YouTube Video: Closing the Empathy Gap with Prospects and Customers
hello@jcaldigital.com (210) 683-9307