Why Our Marketing Agency Can’t Take Every Client (And Why It’s Important for Growth)

Published: February 18, 2021

Torey Azure


We’re a digital marketing and creative firm. When it comes to digital retainers, you may find it surprising that we don’t take on every client. 

We qualify our client base substantially based on multiple factors before getting contracts out the door. We ask a lot of questions, uncover a lot of warts, and kiss a lot of frogs.


Because in our marketing agency, we want to do our best to ensure success for both us and our clients. 

Who Our Marketing Agency Works With (And Why)

To be clear, in the sales process, we never tell a client, “No.” In fact, if they press us, we’ll do what they ask–with caveats. But for the most part, we require a certain foundation in place before we spend our clients’ cash on lead generation. 

This sales process leaves some clients frustrated, and honestly, we lose a lot of deals to our competitors because of it. Some clients see our process as “too expensive,” and I remember one client in particular calling it an “egregious money grab.” Some clients just aren’t ready. 

The funny thing is that when I look back at those clients who couldn’t see past the investment and the hard work necessary, I see most of them are in the same position as when we last engaged. 

Their business is surviving but not growing. It’s why we say in our BrandCraft positioning statement that our ideal clients include “organizations motivated by growth.” If you aren’t motivated to be better, to grow, or to compete in the marketplace, there’s not a lot we can do to help.

What do you need to grow with an online marketing agency’s help?

Saying you want to grow isn’t being motivated to grow. It’s only lip service. I don’t say this to make the point that those who are now merely surviving should have hired us–or to suggest that if they would have hired us, their fortunes would have been completely different. I don’t believe that to be true. 

The desire to grow–and the knowledge of what that means–must come from them. We are only a catalyst that helps turn that drive into results. 

Here’s our positioning statement:

BrandCraft is a growth marketing firm committed to serving motivated leaders and organizations. Clients hire us because we are driven by performance. Using our growth marketing methodologies, we leverage their motivation into a well-thought strategy and activate using our world-class marketing services. In the end, we allow our clients to grow with confidence and clarity.

Like any other business, our reputation is important to us. We exist in an industry where our reputation is tied directly to marketing results. So, while some may be surprised, we deliberately want to work with those clients who we believe will have the most success. 

Is that fair? I think it is. What wouldn’t be fair is to spend a client’s money on a campaign without hope for success. 

Key Takeaway

If you want to grow your business, establishing a growth mindset is critical. The next step is working with a top marketing agency that’s optimistic about the future but realistic about expectations.  Contact us to schedule a free consultation.

In my next post, I’ll discuss what I see as the keys to success for our fastest-growing clients. Stay tuned for more helpful insights on building a profitable business.

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