Maximizing Leverage in an Agency

Creating leverage in an agency is tough. 

It's not like other businesses that have machinery and IP (intellectual property) that can be leveraged to create returns.

But there are things we can do that set us apart from other marketing agencies.

Because ultimately, whoever uses the most leverage the most effectively will win.

I’m Nick Avaria, agency owner, and founder of Agency Acquisitions. As an agency owner and consultant, every week I share what’s working in my own agency and my clients’ to increase profits - without increasing the hours spent at your desk.

Depending on the stage of business you are in, there are different levers of leverage you can pull - or a combination of them. 

Here are the 4 main types of leverage agencies can use:

1. Capital - the money and how we use it

2. Content/Code - Content is more than external marketing, it's also all the internal items like SOPs training videos etc.

3. People - How we manage other people creates additional leverage

4. NEW AI - Using AI is a great way to obtain easy answers and write things at its most basic. As agency owners, we need to be able to teach our staff how to use it properly to create content that is both accurate and compelling. 

We want everyone to learn how to use leverage in their daily work

As the market becomes more competitive more people will learn to use leverage better over time.

We don’t need to be the fastest – we just need to be faster than the bear: we have to use leverage to generate more client value than 50%+ of our competition.

It might surprise you that AI is not the biggest opportunity for most agencies in the short term. In my opinion, it's third.

Although it is likely #1 in the medium to long-term

In my experience, content is the biggest opportunity an agency can capitalize on in the short term. 

Coming in as the second biggest opportunity. 

People, and more specifically people management, is a greater short-term opportunity than AI. 

Why are content and people a higher short-term priority than AI? 

Well, unless you are going to use all the AI yourself without any IP (your content) to train it on and any staff (your people) these two things need to come first.

By having these two things in place we can train AI to deliver way better results than our competitors using generic systems, over time.

If you are looking to start delegating to the people on your team (or potential new hires), check out this week’s video titled delegating tasks more effectively to get more time back for your business:

Next week I’ll write a full guide on how to maximize content leverage.

Book a time in my calendar now to see if it’s a fit for scaling your agency before the end of Q4. 

Nick