What do I actually answer when a potential business partner asks: Why are you better than other agencies?
Today in my inbox:
Well, a potential client has potential interest and I start spinning:)
"Why are we actually better?"
*sweating*
So I try to pitch our unique style in a smart reply: marketing for B2B software in the German industrial landscape, and today it looked something like this.
Hi Tom,
Thanks for the shot, let's go:
1 a) We think deeper.
1 b) I simply think more and deeper than other people, and my team does the same.
1 c) We dive deep into the product to iteratively communicate it better and better to the right market segments and their decision makers.
1 d) We think through every aspect and the full marketing strategy, then execute what we are best at, and bring in even better specialists for the rest.
1 e) We are experienced in B2B LeadGen, but we also know every other business model and carry that experience into the B2B world.
1 f) We are a real marketing team: the perfect complement to in-house teams or, if none exist, their full replacement.
1 g) We think the complete business model, the entire market, the full Customer Lifetime Value.
1 h) We think 100% customer-centric, both for you and for your customers.
1 i) We are from Germany, but globally shaped and battle-tested in digital marketing from the USA to India.
1 j) We test with a scientific mindset and scale globally.
1 k) We report and control clean and scalable.
1 l) We speak the best Denglisch!
1 m) We do not waffle. We are ready, we start, iterate, optimize and scale what works.
1 n) We write your copy so it converts even harder. The current texts are correct and creative, but not yet 100% on point. Partly vague and packed with buzzwords.
1 o) After a flyover of your site I believe in your vision and find it sound. I would love to back it. The smartest thing DE can do: build good machines well. And help others do the same.
1 p) Without good machines, no good civilization.
1 q) You build a piece of valuable infrastructure for the planet. I like that.
1 r) You add your branch to humanity's tech tree. As an old Civilization player, I like that a lot.
1 s) We bring a mix of Creative Insanity and Efficient Marketing Productivity into your Ultra-Nerd Universe.
1 t) I live nerdily at the nerd pole, so beyond typical marketing talk I can also deliver deep tech enthusiasm and endless curiosity that lets me get into your tech stack fast enough to communicate it well. I will not rewrite your code, but I would have no fear talking stack and infra with you, and I would enjoy at least grasping the frame of your full architecture.
1 u) I do not deliver cheap bullet points. I deliver expensive bullet points.
1 v) Talking to us is fun: one internal maxim is "Fast. Smart. Likeable."
1 w) Another maxim is "The call our clients have with us is the most likeable and smartest call of their week". Does not always land, but we are good at taking real market pressure and genuine survival stress with a smile, and still finding sharp, creative solutions in high pressure situations.
1 x) We are super honest and transparent. When there is interest we open our full business model, including revenue and clients, plus all our marketing knowledge.
1 y) We gladly share our knowledge with your team, or even recruit new people for you, train them, hand over a complete in-house team later and step back, if you want.
1 z) We always find something left to optimize, everywhere, and we do it. If you want and we get in good sync, you can park your entire marketing with us forever and never wrestle it again: except when you feel like it.
Out of data frugality I will spare you points 2 and 3.
Instead, the first "bullet" again as a formula:
Grab a videocall with me here, or just WhatsApp me at +491604861837 if my standard calendar spits out no fitting slots. I gladly go the extra mile to find out whether our two brains could fit.
Stay Curious & Happy Exploring,
John
And that is how a short email gets long fast, and then it is basically a blog post.
A reply this real to a real client ask easily costs 1h of work. That would not stay efficient, so this email lands here now and turns from throwaway text into perma-content.
I believe in longform content so strangers on the internet can get friendly with how I think before we ever meet for real.
I want potential clients to already know me, us and our processes before they talk to us. They save time, we save time. Everyone saves time and we understand each other better.
Plus: a blog post like this is a perfect template for a short Youtube video, so a real reply to a real ask grows into a Youtube video fast. I document the process and share my thinking on it: this core principle I call Transparency-Marketing. It makes my life easier and keeps producing fresh content built around real client needs.
That creates a steady upward spiral of better communication, and exactly that: is my job.
Communicate better what service we offer and why we are good at it.
Until super soon,
John
