10M+ Agency Client Value Formula Part 5

This is the final newsletter in this series that is unpacking the 6 things your agency needs to scale to $10M+. Thanks for sticking around if you have read all 5.

If you missed part 4, read last week’s newsletter here. 

I’m Nick Avaria, agency owner, and founder of Agency Acquisitions. Every week I share a client story, insights, and tips into scaling your agency faster, in 300 words or less. I’m ramping up my new Instagram account with daily videos and insights. Let me know what you think of my new lighting set up.

As a reminder here’s the 6 things we need to deliver to clients so that we can retain them long enough to have a shot at making our agencies 10M+ in revenue.

This newsletter will dive into the final one: 

1. The outcome that you sold them on (results)

2. Consistency of communication (clear service standards)

3. To know what is next weeks or months before it happens (clear roadmap + feeling of progression)

4. A great experience (making them feel special = emotional fulfillment)

5. Education on your field of expertise (they want to learn and understand what is going on)

6. Lead them, which actually means they want insights (3 levels of insights: marketing level, business level, industry level)

#6 - Lead them, which actually means they want insights (3 levels of insights: marketing level, business level, industry level)

This really means the feeling of payoff or the incoming payoff.

It's where the client sees the light at the end of the tunnel - where it all makes sense, and things just click.

Insights are when:

1. We can explain to the client why something is not working and what to do about it

2. We show the client a missing piece that they've been searching for

3. We help the client understand the market or their competitors in a deeper context

4. We show the client where their industry is going and how to get ahead of it

5. We show the client how their customers buy from them in a deeper way than their current understanding of it.

When we give clients insights on a predictable basis we become strategic partners.

Strategic/trusted partners cannot be fired easily - unlike suppliers.

Clients don’t just want execution — they want clarity.

And clarity comes from consistent, well-timed insights.

Here’s how to think about it:

1. Marketing-Level Insights
These are tactical. What’s working, what’s not, and what to test next. Examples:

• “Here’s why your CPL is rising—and what to do.”

• “We A/B tested hooks, and emotional angles outperformed rational ones by 32%.”

2. Business-Level Insights
These zoom out. They connect performance to bigger business goals:

• “You’re over-investing in acquisition but under-leveraging your best offers.”

• “80% of your leads come from 20% of your SKUs. Let’s lean in.”

3. Industry-Level Insights
These future-proof. They make you look like you have a crystal ball:

• “TikTok CPCs are flat, but brand lift is surging. Here’s why.”

• “Competitors are shifting messaging from features to lifestyle — and it’s working.”
  

Clients stick around when they feel smarter because of you.

When they expect insights from you, they stop looking for other vendors.

This is how you move from “just an agency” to a trusted advisor. And trusted advisors get paid more, stay longer, and get referrals without asking.

Ready to start putting this 6-step system into place for your agency? Book a time with me this week to find out how to get started.

Nick