Let’s say everything went to zero tomorrow. No agencies, no team, no clients. What would I do?

Would I start another agency?

Hells yah! This time, I’d move faster and make fewer mistakes.

If I were starting over, whether it was my first agency or my fourth, this is the playbook I would use now that I know how to do it right.

First, I’d pick a niche. Not just any niche: one I actually understand, one where clients have real money to spend, and one where those clients need a continuous flow of their own customers to survive. That right there rules out most struggling industries and dead-end markets. The riches are niches and in repeat clients.

Then I’d tell everyone I know that this is what I’m doing. No hiding, no hedging, no vague “we do marketing for anyone” positioning. I’d shout it from the rooftops and own the niche. Most founders are scared to do this because they’re afraid of failing. You can’t think like that. As they say, you have to burn the ships and venture forth.

Next, I’d launch a podcast and start interviewing people in my niche. Not because I care about downloads. I’d do it because every episode puts me one step deeper into the space. It gives me an excuse to talk to prospects, gives me content to post online, and provides credibility by proximity to others in the industry. No ads. No funnels. Just conversations that build connections. It also gives you a no commitment call to action (CTA), e.g., “Subscribe to my podcast for industry news…”

I’d also pick a few of the biggest conferences in that niche and show up. Not as a vendor. Not with a booth. Just as a person with a face and a handshake. Relationships in this game are built over lunch, not landing pages. Yes, you may feel awkward at first. But remember that people buy from others they know, like and trust. Nothing does that better than hanging out at an industry conference.

Every service sold would be recurring. Retainers. Packages. Licensing. Doesn’t matter. I’d avoid one-off projects when possible. If it doesn’t produce recurring revenue, I’m not focused on it unless that project immediately leads to recurring revenue.

And when it comes time to hire, I wouldn’t compromise. I’d define the role first, then find someone who fits the role and fits the culture I want to build. I’ve learned the hard way that hiring just to put a butt in a seat ends up costing way more in time, stress, and opportunity loss.

This is the blueprint I wish I had the first time around.

~ Erik

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