Every Marketing Agency You Can Start

Every marketing agency you can start broken down by demand capture vs. demand generation offers

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Everybody talks about “offers” as if it’s one simple concept

However, there’s actually 2 VERY distinct types of offers.

Demand Capture offers, and Demand Generation.

The way you sell one is COMPLETELY different than how you would sell the other.

Since most of you don’t even know what the difference is between the two, you might be trying to sell one type of offer, as if it was the other kind.

After watching this video, you’ll understand what type of offer you’re currently selling, and I’ll even give a ton of examples for different services under each type of offer.


Now, let me explain to you what these two types of offers are
A Demand Capture Offer is something that someone will buy only if they're already looking for it.
websites,
IT services,
insurance,
recruiting,
bookkeeping,
credit card processing.


On the other hand, a Demand Generation Offer is an offer you can create demand for.
getting more leads with Facebook ads,
building a personal brand on Twitter,
LinkedIn automated outreach,
influencer marketing,
cold calling.


Your offer can fall anywhere on this scale. For instance, services like these can fall somewhere in the middle:
SEO,
public relations, and
ad writing

Sometimes, you can even swing more to one side.
Organic YouTube Management would fall more towards demand generation



Now, let's talk about mechanisms.
A Demand Capture Mechanism, like Google ads, gets in front of people actively searching for it.
A Demand Generation Mechanism, like cold email or Facebook ads, interrupts someone to generate demand.


If you want to sell a Demand Capture Offer with a Demand Generation Mechanism, you can do three things:
go for high volume,
position your offer to be unique,
outreach to prospects based on demand capture indicators.
you can look for signs that a prospect might need your service, like if they're hiring for a specific role or just installed a specific technology.


In terms of high volume,
if you're selling a Demand Generation Offer with a Quantifiable Promise + Guarantee + Social Proof, you can typically get around 1 client for every 1,000 prospects contacted via Cold Email.
If you're selling a Demand Capture Offer, the numbers will hang more towards 1 client for every 5,000-20,000 prospects contacted via cold email.

To position your Demand Capture Offer as Unique, you can add a unique feature to your offer.
For instance, instead of just offering web design, you can offer web design with internal fraud monitoring software.

Now, let's talk about Traffic Generation and Traffic Conversion.
Traffic Generation is everything that has to do with getting traffic in the first place, like Facebook ads or content marketing.
Traffic Conversion is everything that has to do with converting the traffic you already have, like email marketing or copywriting.

Here's a couple topics we went over in this video:
b2b marketing,
how to scale your agency,
making good offers,
risk reversals,
how to sign clients,
and more surrounding business as a whole.
how to make a good offer,
smma,
agency