55%+ increase to client LTV: How my client did it

Part 2 of 2 on increasing the lifetime value my 55% for this marketing agency.

Hey 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. If you want to recap Part 1 of this email, get it here.

In the last part we covered insights and how they are the key ingredient to drive increased client LTV

We have insights and scored them.  Its time to present.

How do we generate maximum effect?

The Insight > Logic > Emotion Framework.

The order matters. Why? Because humans are emotional and logical beings.

To communicate effectively we have to address the various ways people think and feel.

Insight: 

The feeling of the “Eureka!” moment. If we did well, the client will feel excitement of finally having an answer to a tough question and the possibilities it implies.

Presenting the insights is tricky. Build it into a story format where you show supporting evidence that led to the insight without giving it away. Then show them how the pieces fit together and reveal the insight. Think: “This is true, plus this, plus this, therefore [Insight]” Boom! Queue magical moment.

Logic: 

Once initial excitement passes curiosity sets in. We now present the big idea that capitalizes on the insight and back it up. 

Outline the tactical steps that are needed to make the idea real. Show how each step fits as a part of the total answer.

Emotion:

The Logic step is a wet blanket when it comes to excitement/intrigue. Like when a magician reveals how the trick is done: interesting but makes it feel less special. 

Without this step the upsell rate on the idea goes way down. We have to re-introduce emotional elements to finish off the presentation. Think: “how do I want the client to feel when they walk away?” 

Get them excited about the insight again and the potential implications of capitalizing on it. What can the future look like for their company? Paint the picture so they can really see and feel it.

I break this down in detail in thisYouTube video:

If you want to know the full scope of the items we worked on I’m doing 10 free one-to-one Profitability Workshops in August & September. 

Use this link to apply to see how we can use this system to make your agency more profitable.

Nick Avaria