Below is an Autogenerated Transcript

Let’s talk about what I call the four categories of value and start with the understanding that different people value different things. The first category of value is what I call the primary product. This is the main reason people come to digital agency hacker for service or any digital marketing agency. And the primary product for a digital marketing agency is to get my rankings up, get my inbound traffic up, give me more leads, give me more subscribers, increase my conversion rate. Right, every single one of those things you and I just said let’s call that primary product. now that can be delivered that can be handled through ads, that can be through uploads and thumbnails. It can be designed for landing pages, it could be email campaign design, it could be lead magnet development, you know better than I do right? There are so many different things that could be done. For example, a digital marketing agency working for me might say “Ron you’re pretty good on these podcasts. We should get you on 100 podcasts next year. But the podcast that we get you on should all be of a certain ranking. right and we’ll take care of that”. 

Whoa, that’s a very different offer of primary product than any digital marketing agency has made to me so far. They all just want to sell me ads.  I’m not saying ads are not a good thing, but there’s innovation going on there. You see what I’m saying? 

Now if they’re really smart then they’re going to say and “By the way Ron, you need to be sure that your call to action for all the listeners is developed so that it doesn’t sound like you’re advertising in the middle of a podcast and let’s work on the script of that”. And maybe you’ll be able to do a screen share at that moment and show people exactly where to go to follow you on LinkedIn if that’s the call to action or you’re going to give them the very specific URL like ronkoffman.com/ subscribe, and you’re going to invite people to come and get on the newsletter.” Because you’ve got so much interesting value that will be useful for them in developing their digital marketing agency. (John I just made all that up right now okay and I made it up because I’m talking to a guy who’s a rock star in digital agency development). That’s right, but no digital marketing agencies ever come to me with that idea, that’s the primary product. 

Yes, the second category of value delivery systems. Okay, I’m your client, how do I communicate with you? Is it easy, is it fast? If I want to get into work with use your our shared dashboard, is the design of that easy for me to navigate? Are you onboarding me into all of that methodology in a way where I’m going, man. I don’t want to leave this digital marketing agency because it’s so easy to communicate with them. It’s so easy to see what’s happening. Well, that didn’t change the product or the effectiveness of the product execution, but it sure is different on the delivery, time zones, channels etc.

The third category of value is called service mindset. And that’s the one most people understand. Because it’s the tone of voice, it’s using the person’s name and saying please and thank you, it’s being polite, it’s being warm-hearted. I mean come on that’s like you know, let’s just be nice people to each other and yeah most people can figure that one out. Don’t  be rude.

The fourth category is called ongoing relationship. Where  does the client experience my service to them as trying to fulfil a contract, close a deal, complete the project? Or is their experience of working with our agency that we are truly committed to their future, that we’re always thinking ahead not just like the next whiz-bang thing we could do for you, but as the next development of you? Our client. Your world, your competition, your customers, your team, your identity, your outcome, your ambition, and your fears. Because if everybody’s got the same product and they deliver the same way and they’re all nice people that fourth category is gonna win.

Now those six levels of service are always slipping down. It’s happening in all four categories. Oh my god, you realize now just with those two frameworks you and your team could sit down at a whiteboard and go okay. Where are we right now? In each of these four categories, how fast is the competition moving causing the stairs to move down? How fast are the client expectations going up causing the stairs to slip down? Where do we need to focus our attention and our creativity and step up?