Agency Darlings

What if scaling your agency didn’t mean working more, but working smarter?

Profitability is the foundation of a sustainable, thriving agency - but so many agency owners struggle to maintain healthy profit margins. In this episode, we're diving deep into the biggest profitability mistakes agencies make, why revenue alone isn’t a measure of success, and the strategies you need to build a financially sustainable business.

Melissa and Meredith break down the common pitfalls agency owners face, why pricing and scoping are crucial to profitability, and how optimizing your operations can make your business more efficient, scalable, and stress-free.

What to Expect From This Episode..

The Four Biggest Profitability Pitfalls:

• Caving to lower prices to win business
• Underestimating project scope and failing to price accordingly
• Internal inefficiencies that drain time and resources
• A lack of niche and client diversification

Key Takeaways:

• Why revenue isn’t the real metric you should focus on
• How to scope for reality (not best-case scenarios)
• The power of standardizing processes for efficiency and profitability
• How to confidently say “no” to low-value work
• Why niching down leads to higher profit margins and more aligned clients

Real Talk Moments

We get candid about:

• The fear of raising prices and how to push past it
• The emotional weight of making big financial decisions
• Why agencies struggle with scope creep (and how to stop it)
• How to create pricing that protects your margins

__

Interested in the Q1 Biz Dev Challenge with Melissa? A month-long program designed to help you fill your pipeline with quality opportunities. Limited to 20 participants, get support, creative assignments, and access to a private Slack community. DM Melissa on LinkedIn or Instagram for more information.

Interested in the 1:1 Strategic Brainstorming Session with Meredith? This session is a focused 50-minute consultation for entrepreneurs seeking targeted guidance and business insights. Dive deep into your most critical challenges, uncover opportunities, and develop actionable strategies. Book your strategy session here.

Connect With Us:

• Instagram @agencydarlings
• LinkedIn
• Join Our Agency Advice Column
• Email: [email protected]

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Don't forget to rate, review, and subscribe! New episodes drop every Tuesday!

What if success isn’t just about working harder, but aligning with what truly lights you up? In this episode, we're diving deep into manifestation, alignment, and embodiment - and how these principles can help you build a business (and life) that feels purposeful and fulfilling. Whether you're skeptical about manifestation or all-in on the woo, this conversation will show you how to take intentional steps towards your goals with clarity and confidence.

We’re also breaking down the three-step framework to help you shift from feeling stuck to fully aligned and empowered. Plus, Amanda shares her personal journey, the neuroscience behind manifestation, and how to embrace the hard choices that lead to an easier, more aligned life.

What to Expect From This Episode:

Amanda's Three-Step Manifestation Framework:

• Clarity: Identifying what truly excites you (beyond just money or titles)
• Alignment: Making choices that support your highest potential
• Embodiment: Fully stepping into your potential with confidence and belief

Key Takeaways:

• How to know if you're truly in alignment with your goals
• Why manifestation isn't just about wishing - it's about action
• The power of reprogramming limiting beliefs and building trust in yourself
• Practical ways to tap into visualization for business success
• How to overcome fear and scarcity when making big decisions

Real Talk Moments:

We get candid about:

• How past trauma and limiting beliefs block manifestation
• The power of surrender and trusting the timing of your journey
• Why saying “no” to misaligned opportunities creates space for the right ones
• The importance of surrounding yourself with people who support your vision
• How to embrace the messy middle of change without giving up

Join the Q1 Biz Dev Challenge! A month-long program designed to help you fill your pipeline with quality opportunities. Limited to 20 participants, get support, creative assignments, and access to a private Slack community. DM Melissa on LinkedIn or Instagram for more information.

Special Offer from Our Sponsor: Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect With Us:

• Instagram @agencydarlings
• LinkedIn
• Join Our Agency Advice Column
• Email: [email protected]

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Don't forget to rate, review, and subscribe! New episodes drop every Tuesday.

We're diving into the real talk about pipeline building. Whether you're riding the revenue rollercoaster of a slow season or building momentum from scratch - we’ve got you. No more sitting around waiting for the next referral to land in your inbox – we're sharing our tried-and-true strategies for filling your pipeline with dream clients and creating sustainable growth that feels authentic (and dare we say, fun?). We’re also dropping our own ready-to-go scripts that you can use to navigate those ‘ghost’ and ‘maybe’ leads, so you can take back control of your pipeline, and your revenue.

What to Expect From This Episode:

Our Three-Tier Approach to Pipeline Building;

• Past clients: Your fastest path to new business
• Past leads: Your next best opportunity
• New leads: Strategic approaches for fresh connections

Key Takeaways:

• How to professionally handle "ghosters" and "maybes" in your pipeline
• Specific scripts for following up with unresponsive leads
• The three essential sources for a sustainable pipeline (retention, content, and initiation)
• Why quality outreach beats quantity every time
• How to pace your business development efforts for long-term success

Real Talk Moments:

We get candid about pipeline building, including:

• Why having a "graveyard" of dead leads gives false hope
• The truth about why most agencies stay stuck waiting for referrals
• How to make business development feel less "icky"
• Why treating business development like a sprint leads to burnout
• The importance of reframing pipeline building as growing your business rather than paying bills

Join the Q1 Biz Dev Challenge! A month-long program designed to help you fill your pipeline with quality opportunities. Limited to 20 participants, get support, creative assignments, and access to a private Slack community. DM Melissa on LinkedIn or Instagram for more information.

Special Offer from Our Sponsor: Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect With Us:

• Instagram @agencydarlings
• LinkedIn
• Join Our Agency Advice Column
• Email: [email protected]

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Don't forget to rate, review, and subscribe! New episodes drop every Tuesday.

In our season premiere, we're tackling a game-changing topic: Boundaries. Whether you're running an agency or scaling your creative business, this episode is your playbook for setting and maintaining professional boundaries that protect both your energy and your bottom line.

What to Expect From This Episode:

The 7 Essential Agency Boundaries You Need

• Onboarding expectations
• Working hours
• Communication protocols
• Deliverable timelines
• Scope management
• Payment terms
• Offboarding processes

Key Takeaways:

• How to set boundaries without damaging client relationships
• Tools for managing scope creep and last-minute requests
• Strategies for confidently pricing your services
• Ways to turn "urgent" weekend emails into Monday priorities
• Tips for handling out-of-scope requests professionally

Real Talk Moments: 

We get candid about our own boundary-setting journey, including:

• When we compromised on pricing (and regretted it)
• How we learned to stop apologizing for our boundaries
• The exact language we use to maintain professional boundaries
• Why confidence is crucial for boundary enforcement

Special Offer from Our Sponsor: Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect With Us:

• Instagram @agencydarlings
• LinkedIn
• Join Our Agency Advice Column
• Email: [email protected]

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Don't forget to rate, review, and subscribe! New episodes drop every Tuesday.

We’re Back for Season 2! 🎉

Welcome to a brand-new season of Agency Darlings! We’re thrilled to bring you more actionable strategies, inspiring conversations, and expert insights tailored for agency founders and creative business leaders scaling to seven and eight figures.

This season, we’re tackling some of the biggest challenges agency owners face—while also celebrating your wins. With fresh perspectives, expert guests, and some seriously hot tea, Season 2 is here to empower your growth journey like never before.

-

What to Expect this Season:

Here’s a sneak peek at some of the episodes you won’t want to miss:

• Why Boundaries are the New Black 
• Manifesting Growth: Aligning Vision with Action
• Pipeline Management: Our Hot Tips
• Scope Creep: Managing Clients with Ease
• Working Mom Productivity Hacks
• When to Hire Your #2
• Building a Network That SELLS
• Knowing Your Value as a Thought Leader

And so much more, including guest interviews and insightful discussions designed to help you take your agency to the next level.

Whether you’re navigating challenges like scope creep or looking for ways to scale your business sustainably, Season 2 will give you the tools, insights, and confidence to grow.

-

When Does Season 2 Drop?

Mark your calendars! The first episode, where we cover EVERYTHING boundaries, drops 14th January 2025. New episodes will release weekly, so hit subscribe and follow us now to make sure you don’t miss an episode.

-

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

As we wrap up this season of Agency Darlings, we’re closing with an inspiring conversation with Carrie Kerpen, the founder of a thriving social media agency. She takes us through her journey of building and scaling her business from the ground up, sharing the challenges, victories, and lessons learned along the way.

Carrie dives deep into the importance of having a long-term vision, balancing the emotional side of selling, and developing the resilience and confidence needed to succeed as an agency founder - especially for women navigating this industry.

Some of the topics we cover include, the evolving agency landscape, emphasizing the importance of client relationships, retention, and managing the cyclical demands of agency life. This episode is packed with actionable advice to inspire you at every stage of your journey.

Key Takeaways:

• Client Relationships Matter: Building strong relationships and focusing on client retention is more cost-effective than constantly acquiring new clients.
• Confidence is Key: Belief in yourself and the ability to say no to clients is essential for long-term agency success.
• Success is a Roller Coaster: Success rarely follows a straight path—expect ups and downs, but stay focused on your goals.
• Work-Life Balance is Possible: Achieving business growth and maintaining personal life balance is possible with the right mindset.
• Personal Branding: Strong personal branding can boost your agency's appeal to potential clients and buyers.

Show Quotes We Love:

“The truth behind every success story is there's a lot of lessons, failures, and moments of doubts” 

-

You can find Carrie on Instagram and LinkedIn

-

Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

-

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Selling doesn’t have to feel salesy - it just needs to feel like you.

In this episode of Agency Darlings, we’re breaking down how to create a winning sales process that’s structured, authentic, and effective. From qualifying leads to confidently handling follow-ups, we’re sharing tips to help you close more deals while building trust and relationships.

Whether you’re refining your pitch or trying to stay organized, this episode is packed with actionable advice to help you sell smarter, not harder.

Key Takeaways:

• Structure is Key: A standardized sales process boosts revenue and ensures efficiency.
• Qualify Your Leads: Use tools and pre-call research to focus on the right prospects.
• Confidence Builds Trust: Guide the conversation and position yourself as an expert.
• Follow-Up with Clarity: Confidently handle ghosting by setting boundaries and next steps.
• Make It Personal: Treat leads like humans, building authentic relationships for long-term success.

Show Quotes We Love:

“We may encounter many defeats, but we must not be defeated.”

Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

-

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

Let’s talk about something every entrepreneur faces but doesn’t always admit: imposter syndrome. In this episode of Agency Darlings, we’re pulling back the curtain on those moments of self-doubt that make us question if we’re truly qualified for the opportunities in front of us. 

We’re diving into how imposter syndrome shows up for agency owners—especially women and those in underrepresented groups—and how it ties into perfectionism, pricing challenges, and the emotional rollercoaster of running a business.

This conversation is packed with real-life examples (including our own), actionable strategies to manage self-doubt, and some much-needed encouragement to help you reframe those uncomfortable feelings as proof that you’re growing and leveling up.

Key Takeaways:

• Why imposter syndrome often affects high-achieving women and marginalized groups.
• The role of self-doubt in agency growth and how to reframe it as a sign of progress.
• Real-life strategies to manage and overcome imposter syndrome.
• The impact of perfectionism on entrepreneurship and pricing decisions.
• How comparison to competitors can fuel feelings of inadequacy—and how to combat it.
• The Dunning-Kruger effect and why more expertise can sometimes lead to more self-doubt.

Show Quotes We Love:

"When you doubt yourself, remind yourself: this opportunity is proof that you’re ready for what’s next."

-

Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

This episode is sponsored by our partners at Sked Social. Sked's Social Media Management tools are designed to streamline your workflow, enhance team collaboration, and deliver exceptional results for your clients. Sked is offering a free trial and custom demo to the listeners of this podcast, visit this link to learn more and use code DARLINGS at checkout for 10% off annual plans.

-

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

-

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

In this episode of Agency Darlings, we’re diving into one of the biggest challenges creative agency owners face: managing finances.

We’re talking all things cash flow, setting realistic revenue goals, and, most importantly, making sure you’re paying yourself what you deserve. This Q&A-style episode dives deep into the numbers game that fuels your business success.

Whether you're struggling to pay yourself consistently, wondering how much of your revenue should go toward payroll, or debating between reinvesting in your business and rewarding yourself, tune in to hear our thoughts and strategies for managing your agency's finances with confidence and data-driven decisions.

Key Takeaways:

• Founder Pay 101: Start small with consistent payouts and scale gradually using percentage-based goals to avoid financial strain.
• The 60% Rule: Keep payroll (including contractors, employees, and your own pay) under 60% of your revenue to maintain a healthy business.
• Profit Goals: Aim for a net profit margin of 15–25% to balance growth with sustainability and avoid tax penalties.
• Revenue Planning: Reverse-engineer your financial targets by accounting for expenses and desired margins.
• Savings Strategy: Even in lean months, allocate a small percentage of your revenue to a high-yield savings account for future investments.

Did this episode inspire you to rethink your financial goals? Let us know! DM us with your questions or share your biggest financial win this year. Don’t forget to rate us on Spotify, it helps our podcast reach more listeners like you!

Show Quotes We Love:

"Everyone says they want to double their revenue in a year, but my question is always, ‘Why?’ If you don’t know the reason behind the goal, it’s just another arbitrary benchmark." – Meredith

-

Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

This episode is sponsored by our partners at Sked Social. Sked's Social Media Management tools are designed to streamline your workflow, enhance team collaboration, and deliver exceptional results for your clients. Sked is offering a free trial and custom demo to the listeners of this podcast, visit this link to learn more and use code DARLINGS at checkout for 10% off annual plans.

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

-

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.

In this special episode, we’re sharing what’s been happening behind the scenes and how we’ve navigated some very unexpected mid season changes. We’d also love to take this opportunity to say thank you SO MUCH to every single one of you, whether you tune in every week or you’re just stopping by for one episode, we so deeply appreciate all of your support.

With that being said, welcome to Agency Darlings!

Thanks to our sponsor Copper, for making this podcast possible. Copper is a CRM that helps agencies attract more clients, streamline communication and deliver projects effortlessly. Exclusive to the listeners of this podcast, Copper is offering 15% off annual plans with promo code AGENCYDARLINGS, all one word.

Check out Copper’s Lead Nurturing Playbook, designed to help agencies nurture leads and grow sustainably.

Connect with Us:

Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.

For all inquiries, contact us at [email protected]

-

About Your Hosts:

Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.

Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a profitable business...in a mindful way. Connect with her on LinkedIn and Instagram.