Agency Blueprint

Is print marketing still relevant in today’s digital world? Believe it or not, there are real-world examples of how businesses are building credibility, driving engagement, and standing out from competitors using print advertising. 

In this episode of The Agency Blueprint, I’m joined by Jesicca Embree to dissect the biggest misconceptions surrounding print media marketing. Jessica is the Creative Director at Tulip Media Group and co-author of the Amazon bestseller Double Sales/ Zero Sales People. She has over a decade of experience in both print and digital marketing. 

Listen in to learn how print media helps professionals become thought leaders, deliver value-driven content, and leverage word-of-mouth marketing. You will also learn how to identify and target your ideal customer, aligning marketing efforts with the buyer's journey using print media. 

Key Questions: 

• [01:41] What are the biggest misconceptions about print marketing in today's digital-first business landscape? 
• [03:40] How exactly can businesses or agencies leverage print media to drive both physical and digital engagement? 
• [05:20] What makes printed magazines and newsletters effective tools for building authority and client trust? 
• [07:25] Why does creating a magazine seem so daunting, and is it really that time-consuming or complex? 
• [09:03] What considerations should someone make when thinking about launching a print program for the first time? 
• [11:03] How can you avoid being too "salesy" in print marketing and instead guide readers through a natural decision-making journey? 
• [16:27] When your campaigns fail, is it because your messaging talks too much about you and not about your customer? 
• [19:53] What is the initial test volume you would need to be considering for a print campaign to be successful? 

What You’ll Discover:  

• [01:46] Jessica on why print continues to offer unique advantages like visibility in the digital age. 
• [03:10] How physical books and mail trigger higher recall and user engagement than digital formats. 
• [03:53] How businesses can use print media not only to provide value but to lead readers toward digital actions. 
• [05:16] How magazines help businesses establish authority, share relevant checklists, and spotlight clients to build community trust. 
• [06:42] The types of industries best suited for print such as associations and real estate professionals. 
• [07:50] Jessica explains Tulip Media’s streamlined, all-inclusive publishing process. 
• [09:21] Why anyone starting a print campaign should get clear on goals, audience pain points, and desired actions. 
• [11:26] Why identifying where a customer is in the buyer’s journey can help determine your messaging. 
• [13:59] Examples of trackable marketing metrics and how even niche businesses benefit from value-driven print content. 
• [15:43] How digital and print can be integrated through things like downloadable reports and SEO blog repurposing. 
• [16:51] Why focusing too much on your brand instead of your audience leads to a failed campaign. 
• [20:13] A strategy for determining campaign frequency and why you should start a print campaign with your current client list. 

Connect with Jessica: 

• LinkedIn
• A free downloadable tool

Are you aware that being a bottleneck is a hidden addiction for many agency founders, driven by a subconscious need to feel important or irreplaceable?

In this episode of The Agency Blueprint, I explain why burnout doesn’t stem from effort alone, but from a lack of systems, delegation, and process structure. I also explain how to implement simple yet effective systems that allow your agency to grow without your constant input.

Don’t miss this episode to learn more about the power of systems and checklists for agency owners and teams looking to avoid errors, delays, and sleepless nights.

Key Questions:

• [00:41] How is being the sole decision-maker in your agency turning your passion into overwhelm and burnout?
• [05:25] Where are you truly needed in your agency, and what can you start letting go of today?
• [06:52] How might systems actually create more space for your creativity?
• [11:40] Are you relying on memory instead of structured checklists to run your business?
• [13:44] Is communication in your agency helping or hurting your productivity?

What You’ll Discover: 

• [01:45] How urgency becomes constant when there's no delegation, making owners feel they must always “be on.”
• [03:05] The psychological pull of being needed, and how that can lead to structures that perpetuate founder dependency.
• [05:25] The internal battle to face when letting go of control, plus the warning signs of full burnout.
• [06:52] How well-built systems evolve, allowing you to replace yourself from the day-to-day and grow the business strategically.
• [08:52] Why great systems must have clear reminders, checkpoints, and full transparency without micromanaging.
• [10:17] The concept of system validation and how rules-based checks prevent small but critical oversights.
• [11:10] Why memory is not enough and how simple things can fall through the cracks without written processes and checklists.
• [12:24] How to train your team to use the checklist and validate each step, ensuring consistent quality and autonomy.
• [13:44] Why poor communication channels are a leading cause of confusion and productivity loss in teams.
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• [15:49] Why teams who invest early in structured project launches tend to stay on budget and on time.

Can you identify repetitive tasks in your agency that can be automated, delegated, or eliminated? When done correctly, automation can help you overcome overwhelm and scale your businesses effectively. 

In this episode of The Agency Blueprint, I’m joined by William Christensen to discuss the importance of automation, delegation, and elimination in scaling creative agencies. Will is the founder of Entrepreneurs Apprentice and the co-founder of Data Automation. He is known for his automate, delegate, eliminate framework and unique 15-1-1-5 rule, which identifies key tasks to automate or delegate. He is also a Zapier-certified expert with deep expertise and workflow optimization. 

Listen in to learn the importance of niching down to create a scalable, automatable business model. You will also learn the value of mentorship programs and mastermind communities in providing guidance and accountability to overwhelmed agency owners. 

Key Questions: 

• [02:16] What are some of the biggest mistakes creatives or business owners make when trying to grow their businesses? 
• [14:59] How can creative agency owners embrace systems and structure without losing their sense of creative freedom?  
• [17:03] What strategies can help agency owners stay updated with the latest technology and automation trends?  
• [21:38] What steps should an overwhelmed agency owner take to start automating and systemizing their business?  

What You’ll Discover:  

• [00:56] How Will’s early experiences with Zapier shaped his approach to automation and business scaling.  
• [02:42] Why niching down is the first step to creating a scalable, automatable business model.  
• [05:46] The 15-1-1-5 rule, a framework for identifying tasks that should be automated, delegated, or eliminated.  
• [07:26] The adrenaline-junkie tendencies of creative entrepreneurs and how to channel that energy into scalable growth.  
• [08:55] Will’s tactical approach to handling out-of-scope projects by charging a project deposit and providing a detailed blueprint.    
• [11:46] How to evaluate whether a project aligns with your agency’s core expertise and contributes to long-term growth.  
• [13:06] Why performing a task manually five times is crucial before automating or delegating it.  
• [15:17] How creating a structured "black box" business model can provide true freedom and allow for more creative exploration.  
• [17:34] How to stay updated with the latest technology trends by following content creators and platforms.  
• [22:09] Why hiring a counterpart for sales or fulfilment is a critical first step for scaling your agency.  
• [22:59] The transformative power of mentorship and mastermind groups in providing accountability and fresh perspectives.  
• [26:22] The profound impact of community and mentorship on personal and professional growth.  
• [27:23] Why niching down and standardizing sales processes are essential before delegating sales or fulfilment roles.

What strategies for increasing profitability can you utilize without raising rates? While raising rates is a straightforward way to boost margins, it’s not always feasible due to market limitations or client resistance. 

In this episode of the Agency Blueprint podcast, we discuss actionable strategies for improving agency profitability without raising client rates. We further discuss the importance of having clean, organized financial statements as the foundation for making informed decisions. 

Listen in to learn how to leverage resource management tools to better allocate team resources, reduce inefficiencies, and ensure that every dollar spent contributes to the bottom line. 

Key Questions: 

• [01:27] What mechanism do you have outside of raising rates that allows for you to be able to achieve higher profitability? 
• [08:43] What steps can you take to reduce administrative costs and focus attention on where there’s true impact?  
• [09:15] What steps can you take to course-correct underutilized or overworked team members for better profitability and team performance? 
• [13:21] When should you consider hiring subcontractors versus maintaining full-time employees to improve profitability?  
• [17:08] What are some other challenges or things people should be looking out for when looking to be more efficient? 

What You Will Discover: 

• [01:50] The importance of having clean and organized financial statements to help identify overspending and make data-driven decisions.  
• [03:05] How poor financial visibility can lead to overspending and inefficiencies in your agency’s operations.  
• [05:38] Why delivery costs should not exceed 50% of revenue and how to address inefficiencies in your billable team.  
• [07:28] How to reduce operational costs by analyzing administrative expenses, office overhead, and sales/marketing budgets.  
• [10:05] How resource management tools can help you balance team utilization and improve overall efficiency.  
• [12:00] Strategies for addressing underutilized team members, such as combining roles or reallocating responsibilities.  
• [13:33] The pros and cons of hiring subcontractors versus maintaining full-time employees to improve profitability.  
• [14:56] How to analyze the profitability of individual projects to identify inefficiencies, plus steps to address unprofitable projects. 
• [17:13] The importance of conducting regular financial audits to identify unnecessary expenses and improve profitability. 
• [18:14] How to implement cost-cutting measures carefully to avoid harming team morale or compromising service quality. 

Did you know that proposals are not the primary tool for selling services? A proposal is meant to seal the deal, not sell it, real selling happens long before the proposal is ever presented. 

In this episode of the Agency Blueprint podcast, I discuss the science of crafting high-performing proposals and bids. I further break down the critical steps to creating proposals that reinforce trust, articulate value, and ultimately close deals. 

Don’t miss this episode to learn how to avoid overloading proposals with unnecessary details or focusing too much on your agency rather than the client! 

Key Questions: 

• [01:30] How can you ensure your client has "conceptual buy-in" before presenting a proposal?  
• [03:26] How do you help clients overcome their disbelief or imposter syndrome to see the possibility of achieving their goals?  
• [13:07] What steps can you take to ensure your proposal reflects the client’s background, challenges, and goals?  
• [19:20] How can you personalize your proposal to make it visually appealing and easy for the client to understand?  

What You Will Discover: 

• [01:30] The concept of "conceptual buy-in" and how emotional trust in your abilities is the foundation of a successful proposal.  
• [02:40] How to structure pre-proposal conversations to address client pain points, goals, and motivations.  
• [03:26] The psychology of sales conversations and how to help clients see a better future by fighting alongside them against their disbelief.  
• [05:02] How to guide your client to navigate the gap between their current situation and their desired outcome.  
• [06:50] How dumping value into a sales conversation—even with a non-qualified lead—can lead to long-term trust and future business.  
• [09:52] The importance of discussing risk factors, likelihood of success, and cost considerations when presenting high-ticket services.    
• [11:14] How to tap into the emotional core of your clients by addressing their fears, doubts, and desires in your proposal.  
• [12:00] How to preemptively address objections by sharing stories of past clients who overcame similar challenges.  
• [13:07] The importance of restating the client’s background, challenges, and goals to demonstrate that you’ve truly listened.  
• [14:45] How to create a clear, step-by-step plan that reassures clients of your ability to deliver results.  
• [16:18] How to present costs transparently and confidently after addressing all objections and aligning on the value you’ll deliver.  
• [17:37] Avoid common mistakes like overloading your proposal with unnecessary details or making it not about the client.  
• [19:20] The importance of creating a visually appealing and personalized proposal that stands out and resonates with the client.  
• [20:00] Understand the buyer’s decision-making process and how to insert yourself into their research and evaluation phase. 

Do you practice true transparency or are you one of those leaders who claim to promote openness while operating behind a veil of secrecy? Opaque leadership is damaging and often leads to mistrust, instability, and high employee turnover. 

In this episode of The Agency Blueprint, we discuss why authentic transparency in leadership is vital for building a cohesive, high-performing agency culture. Unlike opaque leadership, transparency builds trust, fosters alignment, and empowers teams to contribute to growth in meaningful ways. 

Don’t miss this episode to learn more about practical strategies for implementing transparency to create a more engaged and empowered workforce! 

Key Questions: 

• [01:47] What are some of the biggest negative impacts you’ve seen from opaque leadership in agencies? 
• [07:49] How can transparent leadership inspire individual team members to set and achieve their own personal and professional goals? 
• [13:14] Are you consistent in your efforts to promote transparency, or are old habits creeping back in? 

What You’ll Discover: 

• [02:04] How opaque leadership breeds insecurity, causing top talent to leave for more stable opportunities. 
• [03:41] How a lack of transparency creates a “leadership vs. team” dynamic and hinders collaboration, innovation, and problem-solving. 
• [07:49] How transparency opens up conversations about personal milestones, helping leaders and teams align personal and professional goals. 
• [10:07] How transparency builds trust, opens communication at all levels, and shows that leadership values every team member. 
• [10:50] How interdepartmental collaboration and unified information sharing are vital for sustainable growth. 
• [13:14] Why consistency in transparency is crucial and how inconsistency can erode trust within your team. 
• [14:08] Advice on practicing transparency: sharing long-term vision, strategy, and financial insights without overwhelming your team. 
• [14:55] How having open feedback with your team empowers them to take ownership of solutions and builds stronger commitment. 
• [16:50] How transparency builds alignment, trust, and collaboration that drive your agency forward and create a culture of ownership.

Is your business suffering from the Underpants Gnome Syndrome or do you have a step-by-step strategy for business growth and scaling?  

In this episode of The Agency Blueprint, I’m joined by TJ Slattery to discuss the common flaw of small business owners who have grand ideas without a clear roadmap to profitability. We further discuss the importance of understanding and clarifying one's goals and motivations as an entrepreneur. TJ is the owner and founder of Crow's Nest Consulting, a lifetime entrepreneur, and a strategic advisor. TJ harnesses his decades of experience to create clarity and stability for business owners immersed in the day-to-day and on the entrepreneurial island.  

Listen in to learn the necessity of identifying the "why" behind business goals in order to maintain focus and make informed decisions about new opportunities. You will also learn the importance tracking KPIs regularly and breaking down actions into smaller tasks to better understand what leads to success. 

Key Questions: 

• [01:02] What is "Underpants Gnome Syndrome," and how does it relate to flawed business thinking? 
• [03:41] How can entrepreneurs start identifying the missing pieces of their business to avoid missing out on step two of their growth? 
• [06:24] What should entrepreneurs do when overwhelmed by too many options and unclear steps to take? 
• [19:01] What practices would you suggest for someone who they are an entrepreneurial mind and everything is an opportunity? 

What You’ll Discover:  

• [01:18] The "Underpants Gnome Syndrome" - how business owners often focus on big ideas without a clear plan to make those ideas profitable. 
• [04:11] How entrepreneurs can reflect and identify changes needed to scale their business and achieve revenue goals. 
• [06:41] How to avoid "paralysis from analysis" by focusing on clear goals and creating a structured, actionable plan for growth. 
• [11:18] How to define your business goals and the underlying motivations to stay focused and avoid distracting ventures. 
• [13:42] How to stay focused and avoid distractions by using self-imposed constraints for discipline. 
• [16:46] The importance of understanding key business details and tracking the actions that directly contribute to success. 
• [19:36] The importance of using KPIs and regular business performance tracking to stay on track. 
• [22:11] The importance of defining the "why," measuring progress, and staying consistent as essential steps for business success. 

Get In Touch with TJ: 

• Website
• Email
• LinkedIn

How do you track and present measurable outcomes your agency delivers to clients? Results are the backbone of client satisfaction, business growth, and long-term partnerships. 

In this episode of The Agency Blueprint, we discuss how to track and present measurable outcomes to clients. We explain the importance of understanding what to measure, how to encourage clients to share their successes, and the significance of highlighting these results in sales conversations. 

Don’t miss this episode to learn more about the critical importance of collecting and analyzing data in client-agency relationships! 

Key Questions: 

• [00:34] Are you currently measuring the results your agency is delivering? 
• [11:33] When is the best time for agency owners to gather data on the agency’s results—during the project or after its completion? 
• [14:53] How many are too many data points that you can potentially find and use? 
• [17:03] How do you position your agency in terms of ROI when discussing pricing with clients? 

What You’ll Discover: 

• [01:24] The need to measure and show results -- comparing agency performance evaluation to investment assessment with a stockbroker. 
• [03:00] Why results are crucial in branding and the importance of measuring impact, even when it’s hard to quantify. 
• [05:03] Linking agency work with clear client goals to ensure focus and direction in achieving results. 
• [06:15] The multiple factors contributing to success, and the importance of owning your piece of the impact. 
• [07:41] How understanding and communicating results internally can improve retention and increase upsell opportunities. 
• [08:11] The role of sales conversations in demonstrating your agency's ability to achieve results and create trust with clients. 
• [09:08] How to measure agency verticals and services, and the importance of knowing where your services fit. 
• [11:56] The importance of continuously collecting data throughout the engagement, even after the project has launched. 
• [15:20] The critical role of monetary impact for clients makes it essential to measure this outcome for success. 
• [17:40] How to position your agency as a valuable partner in driving business growth by emphasizing the long-term ROI. 
• [21:41] Demonstrating results and building trust are crucial for client retention and positioning for growth in a competitive market.

Does your team feel disconnected from the agency’s success? Are incentive programs what’s going to keep your team engaged and invested in your agency’s long-term success? 

In this episode of The Agency Blueprint, I discuss how to create effective team incentive structures that foster collaboration, boost morale, and drive high performance. I explain how to structure incentives to balance personal achievement with teamwork, rewarding high performers without undermining collaboration.   

Don’t miss this episode to learn more about practical examples of incentive programs that go beyond financial rewards! 

Key Questions: 

• [01:27] Have you considered whether your team truly shares in the rewards of your agency’s growth, or are they simply working to keep their jobs? 
• [05:37] Are your current incentive structures encouraging teamwork, or are they creating competition that undermines collaboration? 
• [10:54] Are you giving your team a clear understanding of how their daily work directly impacts your company’s bigger goals? 
• [13:54] Is your incentive structure promoting healthy collaboration, or is it unintentionally creating competition that harms your culture? 

What You Will Discover: 

• [01:27] Why closing the motivation gap is key to building a team that drives meaningful business growth alongside you. 
• [03:02] The multi-tiered incentive structure that keeps high performers motivated while promoting teamwork and collaboration. 
• [04:09] How department-level incentives encourage teamwork, accountability, and peer collaboration to meet shared goals. 
• [04:41] How company-wide incentives foster unity across departments and clarify everyone's role in achieving the bigger picture. 
• [05:37] The downsides of individual incentives and how to balance them with collaborative structures that promote teamwork. 
• [06:34] Examples of incentive programs, from bonuses and profit-sharing to peer recognition awards and growth opportunities. 
• [08:19] How to structure incentives by aligning company objectives with departmental and individual KPIs for clarity. 
• [10:54] How clarity and setting expectations can break down silos and prevent underperformance within your agency. 
• [12:56] The impact of poorly structured incentives and how simplicity and consistency keep teams focused on goals. 
• [13:54] The risks of unhealthy competition and how to build incentive structures that foster collaboration rather than rivalry. 
• [15:20] Avoid setting unrealistic goals that can demotivate your team and instead create attainable and motivating targets. 
• [16:29] The importance of aligning incentives with growth goals, motivating A-players and the entire team.

Do you find hiring top creative design talent an overwhelming process, especially when relying on polished portfolios that don’t always reveal a candidate’s true abilities? 

In this episode of The Agency Blueprint, I’m joined by Fletcher Wimbush to discuss actionable strategies for making smarter, more confident hiring decisions. Fletcher is the CEO and founder of Discovered Performance Hiring Software and has dedicated a decade to tackling hiring's hardest problems. As an ethical AI proponent, he's focused on pioneering AI-powered initiatives for talent selection. 

Listen in to learn how to assess a candidate’s critical thinking and understand their creative processes during interviews. You will also learn about the hidden opportunity costs of making a bad hire and the power of always building and nurturing a talent bench. 

Key Questions: 

• [01:43] How can an agency owner dig deeper to truly understand a candidate’s thinking, process, and individual contributions? 
• [05:56] How important is it for a candidate to present their design work? 
• [13:40] What are the hidden things we don’t often think about in the cost of hiring the wrong person and not being thoughtful in the hiring process? 
• [15:55] How do you balance the need to hire quickly when you're behind on projects with the risk of rushing and making a poor hiring decision? 

What You’ll Discover:  

• [02:00] A step-by-step process to help you assess a candidate's actual work on portfolio pieces and identify if their skills match the job requirements. 
• [06:49] How to be patient and help introverted creatives become great communicators and eventually tell their stories. 
• [10:23] How to turn trial projects into collaborative experiences where candidates get to meet your team and experience your work culture. 
• [14:06] Why the true cost of a bad hire isn't just in money spent, but in lost opportunities, project delays, and unhappy clients. 
• [16:52] Why building a talent bench and always recruiting is the key to being ready when opportunity strikes. 
• [19:50] Why your hiring process deserves more attention than sales and how investing in your team directly impacts long-term success. 
• [21:39] Fletcher’s Fact Driven Hiring course—an eight-hour, 40-module system to help you master hiring and level up your agency's recruitment process. 

Get In Touch with Fletcher: 

• Website
• LinkedIn