Writing an effective call-to-action

Writing an effective call-to-action

June 11, 2017

Unless you are organising a brand campaign, most other types of agency campaigns will contain a call-to-action (CTA) of some description. The CTA needs to be dynamic enough to inspire the reader to do something and have the motivational power to convert readers into buyers. So, how do you go about writing a CTA that converts?

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Learning to talk-the-talk

Learning to talk-the-talk

June 05, 2017

Account management is neither for the timid nor the quiet-tongued. A healthy mix of self-confidence and the ability to initiate and sustain conversations with others is essential for career success. 

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Speaking a universal language

Speaking a universal language

May 27, 2017

In agency account management you are required to get along with people of all cultures. Your job may involve international travel; you may work with clients from differing various ethnic communities; one of your client contacts may be of a different cultural background; or you may have moved overseas to work. It always pays to be sensitive to cultural differences, especially if there is a chance that what you say or do could cause unintentional offence. 

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Beating speech anxiety

Beating speech anxiety

May 22, 2017

Giving presentations and pitches, and speaking up in group situations, is the norm for an account manager. If you are one of the vast majority of people who have a dislike of public speaking, it may give you some comfort to know that you are not alone. However, given that you'll be required to present thoughts, opinions, ideas, strategies, and concepts on a regular basis, it's a good idea to have some tricks up your sleeves to help you cope.

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CX - what is it, and how does it affect you?

CX - what is it, and how does it affect you?

May 14, 2017

CX stands for 'Customer Experience' and is a relatively new acronym to explain a rather old truth. Great experiences get people talking, and - if the talk is positive - then that can build the bottom line for a company or brand. How does an account manager add to the CX conversation?

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B2B, B2C, P2P, and H2H

B2B, B2C, P2P, and H2H

May 07, 2017

Clients are clients are clients, right? Pretty much, except when one of your clients is a 'B2B' client and one is a 'B2C' client. Whilst your experience of working with B2B and B2C client contacts will be very similar, the strategic output that you produce for these clients will be very different. 

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How to sell a creative idea

How to sell a creative idea

April 30, 2017

Presenting a creative idea to a client can be done on a one-to-one basis, or one-to-many. You may be presenting the idea by yourself, or have support in the form of a creative, strategist, manager, or direct report. No matter the forum (or who is involved), your objective is still the same - to 'sell' a creative solution that your team has prepared. 

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When silence is golden

When silence is golden

April 22, 2017

Account managers talk – a lot. Every hour of every day you will be found talking, and you will (usually) be the one in the driver's seat. We have to be able to recognise when we are talking too much and listening too little, and – as a result – eroding the depth of our conversations. A well-placed pause, or sitting back just to listen can be highly effective, so the trick is knowing when talk, and when to use this strange discipline of keeping silent.  

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The cost of acquiring new clients

The cost of acquiring new clients

April 14, 2017

When the pressure is on to bring more revenue into your agency, you can look to one of two groups to find the extra business that you seek: your existing clients, or new clients. Which type of client will cost you more to source?

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Tracking time

Tracking time

April 09, 2017

You spend valuable time preparing quotes and proposals, and talking with your team about how many hours they think it will take to complete the work. If your estimation of profitability is based on these initial calculations, how are you going to prove gross profit unless you can accurately track all employee hours spent on the job? 

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ATL, BTL, TTL and the mysterious "line"

ATL, BTL, TTL and the mysterious "line"

April 02, 2017

We often come across a mysterious "line" mentioned in advertising. You may hear the terms "above the line", "below the line" and even "through the line" (otherwise known as ATL, BTL, and TTL), but exactly what is this "line", and why should anything be above or below it?

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Conquering time pressures and stress

Conquering time pressures and stress

March 25, 2017

One of the biggest stress-culprits for an account manager is the feeling that there are never enough hours in the day to do everything that needs to be done. When you are dealing with a barrage of deadlines, fighting fires, and placating an army of people, the tyranny of "time" becomes a very real issue.

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