📚 A great book that takes a refreshing look at the way people run small service businesses (with a particular focus on digital marketing agencies) - that is, revenue figures, or employee growth numbers are not the be-all and end-all, and there’s merit in building a sustainable, happy agency.
Stop the Scale by Kirk Williams ⭐⭐⭐⭐
Kirk does a great job of outlining that this is not the perfect solution for everyone - some businesses want / need to scale massively, and all of this advice is still a work in progress. He then goes into a lot of detail on how you can embrace a small agency; how you don’t have to build with a view to Exit. There are lots of fantastic chapters on how to identify red flags when taking on new clients and how to market for stable growth.
Whilst this book is generally positioned at agency owners, or people looking to build their own business, I think there is something for everyone.
🗣 Have a role in managing other people? Chapters 8 and 9 talk through Kirk’s approach to hiring and then keeping good people. While you may not be in charge of someone’s salary, you can help look at the level of stress they’re taking on, or support their personal growth.
☎ Deal directly with clients? (Surely that’s nearly everyone in digital marketing nowadays?) Kirk explains how client communication is an art form, requiring practice and understanding, and I completely agree! Again - you might not be in a position to take on his advice around discussing pricing with clients, but you can read up on appropriate responses, or understanding client motivations.
📣 Putting yourself out there. Chapter 6 is all about building a brand - but is just as (if not more) effective at describing this for personal brands as it is for businesses. Use your personality as a strength - lean into the areas that you are an expert in, and talk in a way that’s authentically you.
While a lot of agency owners and freelancers would benefit from this book, don’t let that put you off - there is definitely something for everyone in digital marketing here. Plus, it’s always good to be future-facing in your career, so what you don’t find useful now still could be useful in the future.
Key Takeaway
Even though this book goes into a lot of detail about the components that make up an agency (dealing with clients, winning new business, employee retention) - it is still the overarching message that has stuck with me.
You don’t have to grow to succeed.
There is success in doing work that you’re proud of.
There is success in having a happy team and happy clients.
You don’t have to chase huge revenue figures or massive employee growth numbers.
Find what works for you. Find happy.
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Each week, I'm sharing a book I've read, a quick summary, and my key takeaway.
I'm always on the lookout for new reads, so if you've read something great recently, let me know in the comments👇
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Team Lead SEA / Amazon at TRG | Skilled in Digital Advertising, Client Communication, and Team Management | I Help Businesses Generate more New Customers & Revenue | Scaled Shopping Campaigns by 3-Digit% within 6 Months
1wIt's more interesting how the monthly spend thresholds change when you increase the budget somewhere down the line 🙈