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Marketing Agency Exposed Podcast

Aug 18, 2021


Today we discuss how to break into new verticals. We also discuss whether you should break into new verticals. It can be challenging to close in on a client in a different industry when you have minimal experience there. On this week’s episode, we offer a few tips to help you jumpstart your journey through new verticals. It’s all about becoming a master translator. Even if you don’t have extensive experience or training in a certain industry, if you can sell your exclusive talent and how you applied it to a similar situation, you can make it in almost any industry.  


Top 3 Curtain Pulls in this episode: 


  • Be honest. We all know the saying, “Honesty is the best policy”. This especially applies when you’re trying to break into a new vertical. By being open about the extent of your experience in the client’s specific industry, you build trust and create an opportunity to share your unique skills. “Always be honest”.
  • Become a master translator. Each industry has its own special language. Being able to translate their needs and understand their goals, you can attach the relevant experience you have to practical application in their situation. “start speaking their language… and then attach it to your past experience.”
  • Find what makes you uniquely suited to that vertical. Even if you don’t have loads of experience in a specific industry, you can exhibit other talents or skills you have and how you applied them to similar situations. Working in an agency exposes you to opportunities to understand various industries and marketing tactics. This gives you an edge over other companies that work solely for one industry. “What I really try to convince the client is that you're getting access to a huge knowledge warehouse.”



For more tips, discussion, and behind the scenes:

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000-2017. He is also the author of 3 books. More on Bob: 

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently, that knowledge is being applied to his boutique agency. More on Brad:

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 


Show Notes:

[0:33] Bob opens today’s episode with a quick chat about the toasty weather in Tennessee.

[1:29] Brad begins today’s discussion about how to break into new verticals. “How do you get potential clients to trust that you understand their industry? And you understand their issues, and you've solved issues in the past similar to theirs?”

[3:30] Brad talks about the importance of understanding the core parts of the industry you’re pioneering.

[4:50] Bob discusses two key components to help convince a client that you’re the right fit for their industry. “always be honest” “start speaking their language… and then attach it to your past experience.”

[7:29] Ken talks about how to sell your unique skills and experience to a potential client in another vertical.

[11:42] Bob mentions how invaluable having a talented salesperson can be. He also discusses presentation and isolating what is important to your client.

[16:54] Bob talks about a unique method he uses to persuade a client and eliminate the competition. “What I really try to convince the client is that you're getting access to a huge knowledge warehouse. What you get with us is you get this huge knowledge warehouse of experience that we've worked with all these other industries, that we're going to be able to apply that knowledge and that learning to your situation”

[18:21] Ken discusses the role that personality plays when talking to a client in another vertical. 

[21:13] Bob talks about the vital role communication and experience play when it comes to expanding into new verticals.

[23:58] Ken asks, “why would someone want to go into another industry or in another vertical?”

[26:10] Brad discusses his motivations for entering a new industry. “you mentioned money, obviously, that's a motivator. But for me, a lot of the motivation is learning something new, to be honest with you.”

[31:09] Ken talks about the key to starting conversations that will help you break into a new vertical.

[37:29] Bob discusses another option for breaking into a new vertical. “don't be afraid to hire somebody that's an expert in that niche.”