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  Welcome and Instructions

Lecture Description

Prospects are now in CONTROL. They determine what they want and when. This began the dramatic shift to an inbound marketing approach as the marketing method preferred by potential clients.

In recent studies, agencies have expressed that new business is more difficult than ever before, but it doesn’t have to be.

Don’t get me wrong, new business has historically been a problem for agencies.

  • Most small to midsize agencies have no positioning and no point of differentiation. They all look the same.
  • They are often treated as vendors because they lack a positioning of expertise.
  • Most don’t have a target audience thus, no focus for business development efforts.
  • Agencies are their own worst clients, the cobbler’s children with no shoes.
  • No appeal beyond their local market.
  • Forced to use interruption tactics to build awareness.

But, with all of these problems, new business is NOW much more difficult. It’s made worse by the paradigm shift in business development due to The Great Recession and the empowerment of prospects through social media. Interruptive type tactics such as cold calls, email blasts and direct mail have become ineffective and inefficient.

Rainmakers who were good at new business in the past are struggling today.

Your “takeaway” from this course includes:

  • The multiple benefits of social media and how it makes new business easier
  • How to become a thought leader and develop a positioning of expertise
  • How to develop a community of online prospects quickly
  • A simple system for creating appealing content
  • Tactics for jump starting online traffic and your content’s ranking in Google Search
  • Channel specific tactics for Facebook, LinkedIn, Google + and Pinterest
  • Metrics for success
  • Listening and learning from your audience
  • Time-management tools and tips
  • Examples of an integrated social media plan for new business

There are some things to be aware of as you progress through this course. Every lecture has a few different parts. The most important part of the lecture is, well, the lecture! This is a text lecture. The next lecture is a video.

Along with almost all of the 27 video lectures, we've included a number of brief quizzes as a way to emphasize important information.

You'll find that we've also included some other materials, called supplemental materials. Supplemental resources are additional resources to complement your experience with the lecture. It might be a PDF of an article or a link to other helpful resources off site.

There is a also a downloadable transcript as well as an audio only version of every lecture.

I'm excited that you've decided to take this course. I look forward to working with you.


Michael Gass
Consultant | Trainer | Author | Speaker

Fuel Lines Business Development
Fueling Ad Agency New Business


Michael Gass

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development resources, training and consulting services to advertising, digital, media and PR agencies.

Since 2007, Michael has helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business. He originated a system that makes targeting, positioning and differentiation easier and helps agencies to find, attract and engage their best prospects online. I’ve trained over 200 agency CEOs and their senior management teams in all 50 states here in the U.S. and agencies in over 21 foreign countries.

His blog, Fuel Lines, has been rated among the top 100 marketing blogs in the world, according to Ad Age’s Power 150.

What others are saying about Michael: Testimonials/Recommendations