3 Weekend Questions on Fit, Content, and Expertise

Three questions ponder:

1. Who are the best-fit clients for your agency, and what would it take to focus exclusively on serving them?
   

2. Look at your last month of content marketing: Would it resonate just as much with a dentist as it would with a lawyer? If so, what opportunities are you missing to speak directly to your ideal client's unique challenges?
   

3. In your last client strategy meeting, who taught whom more about their industry? If you're always the student, never the teacher, how is that impacting your ability to charge premium rates?

Have a great weekend!

Frequently Asked Questions

How do I identify my agency's best-fit clients?

Look at who gets the best results and the strongest relationship with your work, then ask what it would actually take to focus exclusively on serving that type of client instead of a broader mix.

How do I know if my content is too generic?

Check whether last month's content would resonate just as much with a dentist as a lawyer. If it would, that's a sign the content isn't speaking directly enough to any one ideal client's specific challenges.

Why does it matter who teaches whom in a client strategy meeting?

Because always being the student, never the teacher, signals a lack of the kind of deep industry expertise that supports premium pricing. Teaching the client something about their own industry is a sign of real specialization.

How does industry expertise actually connect to pricing power?

Clients pay more for expertise they can't easily find elsewhere. If an agency isn't demonstrating that kind of insight in client meetings, that's likely limiting how much they can reasonably charge.

How long should I spend reflecting on these questions?

Enough time this weekend for honest reflection, not a rushed pass. The value comes from actually sitting with the answers, not producing something polished quickly.