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A New Approach to New Business

New business training for advertising, digital, media and PR agencies

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Business development has undergone a major change. Rainmakers who were good at new business in the past are struggling today.

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. The battle for new business has moved online. It’s now more important to be FOUND than to CHASE new business.

A NEW APPROACH is now needed for fueling agency new business. This course will provide you with:

  • PRACTICAL SOLUTIONS Practical solutions that will make new business easier.
  • INNOVATIVE INSIGHTS on the new drivers of new business.
  • WALK AWAY with fresh new business ideas and resources.

At the end of this course, students will be able to...

You will receive a step-by-step guide on how to establish a comprehensive social media based inbound marketing program within 30 days.

Learn how to solve the problem of positioning and differentiating your agency without the pain or risk.

Grasp the benefits of the strategies and tactics that will make new business much easier and more consistent.

Understand how to create an integrated program that allows you to maintain awareness 24/7 without having to rely on interruptive type tactics such as cold calls and email blasts.

Learn to create the kind of calls-to-action that will convert followers into clients.

Who should take this course?

This course is designed primarily for the small to mid-size independent shops with 150 or fewer employees.

There is a particular focus on agency principals and those charged with the agency’s new business.

Your Instructor

Michael Gass
Michael Gass

Michael Gass is the founder of Fuel Lines Business Development, LLC, a firm which provides business development 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.

“Michael Gass is one of the country’s foremost authorities on using social media." Bob Linden, 4A’s Vice President of Training, Education and Development.

Class Curriculum

  Section 1 : Introduction to the Course
Available in days
days after you enroll

Frequently Asked Questions

When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.


“Michael Gass is one of the country’s foremost authorities on using social media. We’ve hired Michael to run his seminar in various cities and his evaluations from the seminar participants have been extremely high. I’ve had the pleasure of sitting in on one of his seminars and aside from being knowledgeable, he is a dynamic presenter. He comes highly recommended.” Bob Linden, 4A’s Vice President of Training, Education and Development

“I’ve known of Michael and his work in helping creative firms improve lead generation through social media for a few years now (I finally met him earlier this year) but recently I started to get reports from agency principals who had worked with him. I was surprised to learn that the impact Michael was having on their businesses was not in their use of Twitter, Facebook or LinkedIn but in transforming the principals into writers who write meaningful content every day.” – Blair Enns, founder of Win Without Pitching, speaker and author of The Win Without Pitching Manifesto

“… of all the great stuff at Mirren, I got the MOST out of your session. Inspirational, frightening, reasoned, brilliant, simple. All in one hour. It’s an odd sensation to feel thoroughly energized yet want to beat yourself silly with a stick at the same time.” Tracy Wong, CEO/Executive Creative Director, WDCW

“It was a pleasure working with Michael. I found him to not only be highly personable, but extremely professional and results-focused. His expertise in the advertising/agency new business space is exceptional and his willingness to go above and beyond expectations is the norm and common practice for Michael.” Jeff Adelson-Yan, Co-Founder & Managing Partner at Levelwing, New York, NY

“Michael is an entrepreneur in the world of agency business development. He saw an opportunity to use social media, something he is passionate about, to help agencies better promote what they believe in and are best at. Putting yourself “out there” can be challenging for an agency owner, but it’s a key piece of the agency growth puzzle. Michael’s simple, consistent approach works. It takes some practice to get it right, but with Michael’s years of experience as your guide, anyone can make social media an effective part of their marketing strategy.” Todd Knutson, CEO, The List, Atlanta, GA

“Michael is an expert at connecting your business strategy to your blogging and online engagement efforts. Michael knows how to listen and create actionable ideas to impact your lead generation efforts as well as position you as an expert.” Jeff Fromme, Ex VP, Barkley, Kansas City, MO

“The material Michael presented was a game changer for our organization. He helped us realize goals we had been working on for some time. Not only did he help move our business forward, but he is also a pleasure to work with.” John Luginbill, CEO, The Heavyweights, Indianapolis, IN

“Michael has been an important asset in getting MAX Advertising up to speed with all our social media initiatives. He has a clear understanding of advertising agencies and understands the nuances in working in this industry. I would recommend Michael to anyone who wants results sooner rather than later. Hiring Michael last year was one of the best decisions we made as an agency.” Tom Matte, President, MAX Advertising, Atlanta, GA

“Michael has been instrumental in helping our agency define its focus in sustainable green marketing, while offering tremendous practical insight on leveraging online social media to build our business. He offers the knowledge of an ad industry veteran, is incredibly responsive, and is an absolute pleasure to have as a valuable member of our team. I’m proud to not only rely on Michael as a trusted adviser, but as a new friend.” Park Howell, President of Park & Co, Phoenix, AZ

“Michael is one America’s foremost experts on using social media to build your ad agency new business practice. He came highly recommended by all 5 CEO and agency presidents I contacted, and over-delivered on his promises. If you follow his advice, Michael will have you writing blog, Twitter and Facebook posts like an expert in 60 days. And soon your clients and competitors will be looking at you as the expert.” Tom Leydon, CEO, CCT Advertising, Denver, CO

“Michael Gass has been a tremendous help to our agency. He has a deep understanding of the business development process, as well as the critical role social media can and must play in order for an agency to communicate its own uniqueness to potential clients. Michael is an invaluable friend and business ally, deeply committed to the ongoing success of the companies with whom he works.” John Sharpe, CMO & Partner, BOHAN Advertising, Nashville, TN

“Michael is the social media guru. He opened our agency’s eyes to all the possibilities in social media. In one intense 5-hour seminar we gleamed more knowledge about generating buzz and information, than if we’d read 20 books. In short, Michael was a Gass to work with.” Scott Nelson, President, Nelson Creative, Atlanta, GA

“Without Michael I wouldn’t be as far as I am currently with my blog and social media in general. He knows what he’s doing and if you listen to him you’ll see great results.” John Sonnhalter, CEO, SONNHALTER, Cleveland, OH

“Michael dispels the notion that business consultants are all talk and no action. His approach is very tactically oriented, providing hands-on instruction in addition to high-level strategic insight. He is a deliberate listener, answers questions thoroughly and is just a nice guy to boot. A pleasure to work with.” Drew Mehl, Partner/Creative Director, Binary Pulse, Costa Mesa, CA

“Michael is without doubt one of the leading, if not the leading social media expert as it relates to the world of advertising and marketing agencies. He has been doing it himself for over two years and is very experienced. He will help you set up your social media plan and execute it in the shortest time possible. Michael is great to work with, reliable, great value and extremely encouraging. He is always there to support you and is a pleasure to work with. In my opinion he is by far the best social media new business expert for agencies of all types and disciplines. Hire him. You will not regret it!” Clive Maclean, CMO, Engauge, Chicago, IL

“Michael helped us set goals, configure our social media strategy, and coached us through the critical first three months. He was always accessible, always helpful, and a joy to work with. He still contacts me with ideas for our effort. Unlike many consultants, Michael lets you know—through his actions, not words—that he really gives a damn.” Thomas Brzezina, President, Michael Flora & Associates, Troy, MI

“I have worked with Michael as a colleague and as a consultant. Michael is among a small group of people who understand the ramifications and possibilities of Social Media as a salable tool for ad agencies today. He is also keenly involved in helping ad agencies use Social Media to benefit their own business model. A true professional.” Art Johnson, Partner, Locomotion Creative, Nashville, TN

“As a general rule ad, agencies try to be all things to all clients for fear of losing potential business. We were no different. But, Michael’s tactics and strategies forced on to focus on what we know best and the result has been more opportunities than we could have imagined.” Stephanie Holland , President, Holland + Holland, Birmingham, AL

“I was extremely pleased with the consulting we received from Michael. It was exactly what I hoped it would be. He gave us a road map that works. We began executing within days. We have 3 programs running to date for our agency and related companies. We have also transfered it to our clients and have grown a new revenue stream. To be quite candid we owe a lot to Michael. Much more than we have paid him.” Ron Wheeler, President, Wheeler Advertising, Arlington, TX

“Michael Gass knows how to fuel agency new business. His social media strategies force small to mid-size agencies to define the sweet spot that then becomes the agency differentiator. When ad agencies provide valuable counsel that answers a company need or problem, that agency begins a relationship with that company. People do business with people they know, like and trust–so follow Michael’s plan and you will see new clients will be seeking you out!” Leslie Heizman, SR VP, Sales and Marketing, Cranford Johnson Robenson Woods (CJRW), Little Rock, AR

“When I first heard Michael speak at the TAAN summer meeting in 2010, I was struck with how different his approach to social media was. We brought Michael to our Agency and have followed his strategy ever since. He is a thoughtful, engaging teacher who helped us understand how use social media to leverage our expertise and create new business opportunities. In a world filled with social media “experts, Michael Gass stands out as one who truly deserves that description. One more thing. If you do hire Michael, you’ll have an opportunity to get to know one of the truly great “Good Guys”. He’s a gem!” Sam Stern, CEO, CAP Brand Marketing, Sarasota, FL

“Michael is a consummate professional. He helped us increase our online presence and showed us many ‘tricks’ to online business development. He delivered exactly what he said he would on time … and on budget. We have recommended Michael to over 20 of our clients because we know he can help them as he helped us. Hire Michael … if you want to grow your online business.” Ro Breehl, Partner, The Brand Establishment, Albuquerque, NM

“Michael Gass IS The Social Media Master for Agency New Business. Michaels is a brilliant man that is truly passonate in his quest to help Ad Agencies with their new business programs. His workshops and talks are thought provoking, inspiring and of course educational. If you are an agency owner, you need to take heed and then take action based on Michaels direction.” Norman Wright, Jr., President, Dimension X Advertising, Jeanette, PA

“Michael was an expert presenter at a network meeting for our association. He demonstrated a vast knowledge of the agency business development process, and how agencies can best utilize social marketing tools to improve their process. An excellent and insightful presentation. Since that time, Michael has worked with a number of the member agencies. All with excellent results. He is a good man. Generous in sharing his knowledge, and willing to go the extra steps to truly make a difference. Since we first met, Michael has always been willing to share his wisdom, and humor, whenever we get the chance to connect.” Peter Gerritsen, President, TAAN

“Michael transformed how our agency viewed new business acquisition and lead generation through social media. His program and coaching skills are the most “straight-forward-get-it-done” system that I have ever experienced. No hype anywhere, just actionable results. If you are the least bit underwhelmed with your new business efforts, you owe it to yourself to give Michael a call and hear him out.” Glenn Taylor, SR Creative Director/Partner, MLT Creative, Clarkston, GA

“Although I’ve known Michael and witnessed his success for several years, I’ve only recently had the pleasure of working directly with him. And, I couldn’t be more impressed. Michael has proven himself to be the consummate professional and a pioneer in the use of social media to drive ad agency new business development. He has a strong track record with his clients and knows how to help you take your team in a fresh, new direction. Michael’s leadership style is equally anecdotal and authoritative. He builds trust (and consensus) surprisingly fast – especially when working exclusively within an industry comprised of strong individuals whose opinions are not easily swayed. And, I’ve been impressed with the genuine interest he has shown in my company’s success. I am proud to call Michael a friend and can recommend him without hesitation.” Scott Kuhn, CEO, Sheey + Associates, Louisville, KY

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