GoFaxer Blog

Next week I’ll be back on the topic of email fax, but this week I want to share some good advice to small business owners on working with ad agencies. My source of inspiration is a wonderful article by Steve McKee at Businessweek.com.

I have extensive experience working with small businesses and marketing. Cash is limited in a small business, and small business owners don’t like taking risks. But when these owners tell me they can’t afford to take a risk I tell them, “You can’t afford not to take a risk.”

Most small businesses fail. That’s just a pragmatic reality. So if you want to beat the odds you’ve got to take risks.

Ad agencies tend to push their clients to try new and interesting things that are out of their comfort zone. This can cause a adversarial relationship between the agency and the clients.

As your working with your agency, remember McKee’s advice:

“Good agencies aren’t reckless. They have a sense of what risks are appropriate and how to mitigate them. But they can only do it for clients who value the benefits of a little calculated risk-taking.”

Make good strategic decisions and the risks will be mitigated.  You’ll see the pay-off for taking the chance on new ideas.