Have you tested your studio’s position lately (if you even have one)?

We’re big believers in the necessity of studios, ad agencies, and even freelance firms to have a definable position that sets them apart from the countless competitors in the “creativity” business.

Frequent SVC workshop leader, Ted Leonhardt, recently turned us on to Blair Enns, a thoughtful, assertive Canadian (didn’t know there was such a thing!), who’s authored the Win Without Pitching web site and training series.

You can learn a tremendous amount on his site without spending a single Loonie. Pay particular attention to his Ten Tests of Your Position white paper.  While we urge you to click on over and take a look, if you don’t, here’s at least one everyone should consider:

 

5. Are you Charging More?

Profit margin is the ultimate indicator of differentiation. The fewer substitutes your firm is seen to have, the greater your ability to command a price premium. Well-positioned agencies don’t compete on price – they charge more and still win the business. That is the benefit of a proper positioning: the ability to simultaneously maintain a sales advantage (win more) while commanding a price premium (charge more.) The specialist will almost always beat the generalist and will do so while charging more.

Check out the rest of Blair’s site. and then take his good words to heart and get busy.