Sell with Authority by Drew McLellan;Stephen Woessner; & Stephen Woessner

Sell with Authority by Drew McLellan;Stephen Woessner; & Stephen Woessner

Author:Drew McLellan;Stephen Woessner; & Stephen Woessner
Language: eng
Format: epub
Publisher: Baker & Taylor Publisher Services (BTPS)


The Realities of Conducting Research

If credibility is what you’re after, then commissioning a bona fide research project that serves your agency’s niche can definitely deliver the goods. A research study can uniquely reinforce or validate your point of view, and you will achieve significant distinction from competing agencies. Very few agencies have the technical prowess or partnerships in place to conduct statistically valid research. We’re not talking a quick SurveyMonkey effort here. We mean partnering up with a researcher and doing it correctly and well.

When you have statistically valid data and insights from that data, your prospects, existing clients, and the media will all clamor to learn more. In today’s world of hyperbole, fake news, and Insta-celebrities, people are hungry for facts and data. Because of the pace of change, we also love data that suggests trends or patterns we can use to our advantage. The insights you gain from your own research are evergreen, and you will refer to past studies for years to come, building a library of knowledge as you do more studies over time.

If you decide to head down the path of conducting research, don’t be surprised if a third-party brand reaches out to sponsor your work. If you’ve stayed true to your niche, there will be other companies who also want to connect with your defined audience. Several of the agencies we know who conduct primary research have a partner who covers all of the hard costs in exchange for a sponsorship position.

Now, there are definitely some disadvantages to research projects. First, we would highly encourage you to work with an experienced and qualified research partner who can help you elevate the project with their careful creation of the research instrument and their professional prowess in interpreting the data collected. That comes with a price tag, but when you compare that upfront cost to the profits you will earn from the first clients the research brings to your door, it’s easy to justify. It’s a little like the down-payment on your first house. You know it’s totally worth it, but it still stings to write the check.

Another con to using research as your cornerstone channel is that it’s not instantaneous. It’s going to take a few months to decide on a focus area, develop the research tool, conduct the research, and analyze the results. You’ll need to plan in advance if you want to use this as the hub of your efforts.

Depending on your personality, another consideration may be a pro or a con. Even though much of the research is handled through writing, including the results documents, executive summaries, etc., you’re going to end up talking about the data as well. Whether it’s on a conference stage, a podcast, or some other form of interview, the value of doing the research is that the insights you’ll discover will open up many new doors. Some of them will put you in the spotlight, so you’ll have to decide if that makes this option better or worse.



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