0:00:02 – Introduction to MBP Method
The speaker introduces the MBP (Mutually Beneficial Partnership) method, a strategy for growing an agency by partnering with other agencies instead of directly targeting dream clients. This method offers a way to “skyrocket” growth by leveraging partnerships.
0:01:12 – The Common Mistake
Many agencies attempt to target large clients directly, which often fails because big companies are usually already working with other agencies. The solution is to reverse engineer the process by creating corporate angst and reaching out to the current agency partner instead.
0:03:15 – Reverse Engineering the Deal
The speaker explains the concept of creating corporate angst by identifying gaps in a big agency’s offering and creating an MBP offer. This involves building a partnership with the agency that will, in turn, promote your services to their client, leading to multiple deals.
0:04:49 – The Six Gaps
The speaker introduces six gaps to create MBP offers:
- Increase price and value for existing clients.
- Improve client retention.
- Enhance client satisfaction.
- Improve the quality of clients attracted.
- Increase client volume.
- Open new market share (this is highlighted as the most interesting and impactful).
0:06:02 – Example of Gap Six (New Market Share)
A case study where an SEO agency partnered with a Facebook service to offer more immediate results for clients, effectively expanding the SEO agency’s client base.
0:07:02 – Pharmaceutical Company Case Study
The speaker describes a successful MVP campaign for a compound pharmacy targeting dermatologists. Instead of cold emailing about their product, they focused on solving a major issue for patients: scarring. This led to a highly successful partnership with dermatologists.
0:08:54 – Venture Capital Example
A venture capital firm managing agencies was pitched an MBP where the speaker’s services helped increase agency value, showing another form of the partnership strategy.
0:09:20 – Financial Advisor for Architects
The speaker discusses how a financial consultant helped architecture firms by positioning his services to increase project bidding speed and profitability, demonstrating how specific industry niches can benefit from tailored MBP offers.
0:10:07 – Creating an MBP Offer
Steps for creating an MBP offer:
- Identify the whale client with a large, solvable problem.
- List all entry points (agencies, partners) associated with this whale client.
- Find a gap in their service that you can fill.
- Approach the partner (not the client directly) with a performance-driven offer.
0:12:30 – Find the Gap and Solve a Problem
The focus is on finding which of the six gaps apply to the partner agency and creating an offer that increases the value or retention of their clients.
0:13:42 – Engaging the “Croc Brain”
The speaker discusses the importance of engaging people’s “croc brain,” or primal thinking, by offering something that solves a critical issue for the partner agency’s client, making the offer immediately impactful.
0:15:31 – Example of a Simple Email Pitch
An example email pitch is shared, where the speaker outlines how to position a performance-driven partnership to agencies by explaining how their services can assist with the agency’s clients.
0:16:45 – Entry Points for Large Clients
Instead of targeting big clients directly, the strategy is to find out who their partners are (agencies, consultants, investors) and offer something that benefits both the partner and the whale client.
0:18:28 – Stop Targeting Clients Directly
The speaker emphasizes that targeting big clients directly is ineffective, and instead, focusing on their partners is the key to success. By solving problems for agencies, you indirectly benefit the larger clients.
0:19:40 – Using LinkedIn for MBP
The speaker shares how to use LinkedIn to find and connect with agencies or partners who work with whale clients. This involves optimizing your bio to focus on the problem you solve for their clients and using automated tools like Waalxy to run campaigns.
0:21:36 – LinkedIn Bio Strategy
Tips are given on crafting a concise and effective LinkedIn bio that outlines the specific problem you solve for agencies, helping to qualify leads before you reach out with your pitch.
0:24:27 – Prompt-Based Strategy for LinkedIn and Emails
The speaker mentions using a prompt-based approach to create LinkedIn headlines, bios, and emails using frameworks like the “SUCESS” framework (Simple, Unexpected, Credible, Concrete, Emotional Stories).
0:30:12 – LinkedIn Messaging Strategy
After connecting with someone on LinkedIn, quickly move the conversation to email for a more direct and effective pitch. The goal is to engage them off-platform as soon as possible.
0:31:00 – MVP Pitch Email Example
An example of an MBP pitch email is shared, where you propose a performance-driven partnership that adds value to their existing client base.
0:35:24 – The Long-Term Value of Helping Agencies
Helping agencies improve their offerings for their clients ensures long-term relationships, as agencies will continue to work with you if you help them generate more revenue.
0:36:51 – Focusing on Partners Instead of Clients
The speaker reiterates the importance of focusing on agency partners and solving problems for them, rather than directly pursuing large clients.
0:38:14 – Final Recap of MBP Strategy
The speaker summarises the key points: always target the agency or partner, identify their biggest problem, and provide a solution that will make their client relationships stronger. This strategy creates lasting partnerships that scale easily.
