Why You Must Stay Connected to Your WHY

Have you ever felt lost or directionless in your professional journey, unsure of why you are doing what you're doing? Maybe you’ve found yourself trapped in a productivity rut, going through the motions without the spark of passion that once drove you forward. The daily grind can make anyone lose sight of the deeper reasons that inspired them to start their own agency. It’s easy to end up as a busy fool rather than the proactive CEO of a thriving agency. Let's explore why it's vital to stay connected with your ‘why,’ and how doing so can help you navigate the ups and downs of agency life.

Understanding Your WHY

What is Your WHY?

At its core, your ‘why’ is a blend of your long-term vision, core values, and passion. It's the reason you get up in the morning, the impact you wish to make on the world, and the guiding principles that shape your decisions and actions. Staying connected to your ‘why’ provides the meaning that makes tough times bearable and keeps you motivated on your journey.

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Vision: The Future State

Your vision is the future state you're striving for. It’s your long-term roadmap, guiding you to your ultimate goals. Whether it’s achieving a high digital marketing agency profit margin or becoming a premier SEO agency coach, your vision acts as a guiding star, illuminating the path forward and keeping you motivated.

Core Values: The Moral Compass

Core values are fundamental beliefs and principles that define who you are and how you show up in the world. For example, a marketing agency for coaches might prioritise values like honesty, compassion, and excellence. These are non-negotiables that guide tough decisions and steer you away from choices that may compromise your integrity.

Passion: The Driving Force

Passion is the emotional fuel that energises you to push through obstacles. When your vision and core values align, your passion thrives, making you more resilient and determined.

Discovering Your WHY

Reflect on Your Passion and Purpose

To uncover your true ‘why,’ you must start with deep self-reflection. Ask yourself:

- What drives you?

- What gets you out of bed in the morning?

- What kind of impact do you want to have on the world?

This exercise helps to tap into something that stirs your soul and makes you feel fulfilled.

Identify Your Core Values

List the values that are most important to you and prioritise them. Narrow it down to ideally three core values. Define the daily behaviours that reflect these values to ensure they become part of your agency’s culture and decision-making process.

Envision Your Longer-Term Goals

Think about where you want your agency to be in 1, 3, or 5 years. Revisit and refine your goals regularly. Without a clear roadmap, external factors are more likely to divert you from your path. This vision work is crucial and should be revisited quarterly to keep you focused and on track.

The Power of Your WHY in Tough Times

Resilience and Determination

Your ‘why’ serves as a guiding light during adverse times. It provides resilience—the ability to bounce back from setbacks—because your goals are more significant than any single failure or roadblock.

Focus and Clarity

Knowing your ‘why’ helps cut through the noise and distractions. When clear on your purpose and values, making tough decisions and prioritising what’s truly important becomes easier. This is crucial in avoiding the feast and famine cycle many agencies face.

Strength to Overcome Obstacles

Regularly revisiting your ‘why’ keeps you grounded, providing the strength to push through tough times and keeping you focused on long-term success.

Practical Strategies for Staying Connected to Your WHY

Regular Revisit

Create a habit of consistently revisiting your ‘why.’ Schedule monthly check-ins and ensure your vision and values are documented. Reflect on how your recent actions align with your ‘why’ and celebrate the wins while addressing areas where you may have strayed from your path.

Communication

Communicate your ‘why’ both internally and externally. Share your vision and values with your team and involve them in creating these values. Share them with clients and stakeholders where appropriate. This fosters a culture of accountability and keeps everyone aligned with the agency's mission.

Celebrate Wins and Milestones

Take time to celebrate wins and milestones that exemplify your ‘why’ in action. Whether it's making a tough decision that upheld a core value or achieving a key goal, celebrating these moments reinforces the importance of your ‘why.’

Conclusion

Reflect on your own ‘why,’ rediscover the sense of purpose that first inspired you to launch your agency, and stay connected to your vision and values. When you stay connected, you will have an unshakable foundation to fall back on, helping you navigate any obstacles and ultimately achieve the success and fulfilment you desire.

Questions and Answers

Q: What is the first step to uncovering your ‘why’?
A:
The first step to uncovering your ‘why’ is to reflect on your passion and purpose. Ask yourself what drives you, what gets you excited to start your day, and what kind of impact you want to have on the world around you.

Q: How often should you revisit your ‘why’?
A: You should revisit your ‘why’ regularly, ideally every month. Schedule intentional check-ins to ensure that your actions and decisions are aligned with your vision and core values.

Q: Why is it important to communicate your ‘why’?
A: Communicating your ‘why’ both internally and externally serves to reinforce your connection to it and invites others to hold you accountable. This creates a culture of alignment and shared purpose within your team and with stakeholders.

Q: What role do core values play in your ‘why’?
A: Core values act as your moral compass. They are the non-negotiable principles that guide your decisions and behaviors, ensuring that your actions align with your longer-term vision and passion.

Q: How can celebrating wins help you stay connected to your ‘why’?
Celebrating wins helps reinforce the importance of your ‘why’ and provides a sense of accomplishment. It acknowledges the alignment between your actions and your core values, motivating you and your team to continue striving towards your vision.

If you want to listen to this episode as a podcast, click below:

Links to the tools I mentioned in this episode: 

 Full Episode Transcription

Rob Da Costa:
Today, we're jumping all the way back to the beginning of 2022. And I wanted to revisit an episode which asked the question, why are marketing agencies so bad at their own marketing? And in this episode, we dig into the causes of why that happens. After all, it's the bit of the cobbler's shoes. And we dig a bit deeper to see why it happens and what you can do to change it and why it's so important that you are really consistent with your marketing so you avoid the dreaded feast or famine cycle that so many agencies find themselves in. So another super practical episode, one worth listening to again. So let's rewind back to the beginning of 2022 and jump into the episode. I'm Rob Costa, and this is the Agency Accelerator podcast. As someone who has stood in your shoes, having started, grown, and sold my own agency, and I just how it feels in the ups and downs of agency life.

Rob Da Costa:
So this podcast aims to ease your journey just a little by sharing mine and my guests' experiences and advice as you navigate your way to growing a profitable, sustainable, and enjoyable business. I'm not a big fan of New Year's resolutions because we set these really lofty goals for ourselves that, quite frankly, by February are broken. And that's because these big lofty goals have no detail and no strategy behind them. So we've got no way of actually achieving them. Now this episode isn't about New Year's resolutions. However, if I was going to set a New Year's resolution for myself, it would be that I want to apply everything that I teach my clients to my own business. So I thought I would record a podcast episode on why are marketing agencies so bad applying the advice that they give to their clients, which is really smart, to their own businesses. So that's what we're gonna talk about today.

Rob Da Costa:
So let's get on with the show. So as I said in the introduction, today's podcast is just digging into some of the reasons why marketing agencies are not very good at doing their own marketing, Why they can't apply what they teach their clients, which is usually really sound advice to their own business. Now I know this is true because I hear my clients saying this time and time again. When I give them advice, they say, Rob, I know exactly what you're saying. I know I should be doing this. This is exactly what I tell my clients, but I'm not doing it for myself, which is crazy. So let's just dig into find out what on earth is going on. So first of all, I think it's really hard on your own to remove yourself from the business and stand in the client's shoes and be your best client.

Rob Da Costa:
I think many agencies, whether you are a big agency, whether you are owner of a really small agency or one person business or a freelancer, they're constantly stuck on the client service hamster wheel of doom. So they've got no time to think about anything, let alone marketing business development for their agency. And I think too many agencies rely on word-of-mouth and referrals. And therefore, they feel like doing any marketing would be a nice to have luxurious thing. They don't really need to do at the moment because they've got these referrals and word-of-mouth coming in. Now if you know if you listen to me, you'll know that relying on referrals and word-of-mouth isn't a strategy. It's just kind of a hope and good luck. I think a lot of agency owners know they should be doing their marketing and their biz dev, and they're gonna plan to do it, but they never actually get around to doing it themselves.

Rob Da Costa:
And I think the other thing is that most business development marketing strategies that are really robust and work, work in the medium to long term. And we live in a bit of an instant gratification world. So because we don't get results immediately, we give up or people never get started in the 1st place because they know it's gonna take 3 months, 6 months to get any results. I think also, quite honestly, they've realized that a lot of this is hard work, and therefore, they don't they don't Da it. And like I said, they can't remove themselves from their day to day stuff to actually see the wood for the trees. And what happens with all of that is that we lurch from feast to famine. Because when projects come to an end and we don't have new people waiting in the wings to join us, we then go into a place of famine, which is a place of panic where we make really poor decisions. So I'm sure you can relate to some or all of those reasons why I think agency owners are not very good at doing their own marketing.

Rob Da Costa:
I'm sure I've missed a few out. I'd love to hear from you if you can think of other ones, but I think those are the ones that I see reoccurring time and time again with my clients and with the agencies that I interact with. So now let's spend a few moments just digging into the benefits of the advice that we give our clients. So I think, first of all, if you do the marketing yourself in your own agency that you're telling your clients to do, then we actually demonstrate to ourselves and our clients that the advice actually works. And that gives us lots of confidence to keep doing it. If we practice what we tell our clients, and therefore, we can keep refining it, we can find better ways of doing things. We can find better processes based on genuinely our own experience and the results that we're getting that help us provide a better service for our clients. So that's the second kind of key benefit of doing your own marketing.

Rob Da Costa:
The third is that we ensure we are sharing best practice current advice with our clients, and We can do it in a very confident way because we know it works. And that's the 4th point, really, that we feel confident that the advice we're giving genuinely works because it's working for ourselves. And, of course, if we practice this, then we get results, and the results helps improve and grow our business. So those are the 5 pretty compelling reasons why you should be making time to do your marketing and use it to help you serve your clients even better. So that's all very well. And you might be sitting there listening to this saying, yep, Rob. I completely agree with you, but I am as you identified at the beginning, I'm really busy. I'm stuck on the service hamster wheel of doom.

Rob Da Costa:
I've got no time to think. I'm already working long hours, and I know I should be doing this stuff, but I haven't got time. So what do you suggest? So here's a few thoughts on that. First of all, I think you need to put a system in place and focus on a few things that you know work really well for you and do them consistently. And as I said, most robust business development and marketing strategies will deliver in the medium to long term. And that means you need to start today to start getting the results in 3 months or 6 months. And and and that leads me to another point, which is don't expect results immediately, but be really consistent. And if you put a system in place, then you can allocate the time in your diary on a reoccurring basis.

Rob Da Costa:
You can work out how to automate as much of it, delegate as much as you possibly can, and then you will start getting results. I think the next thing as well is you need to make sure you don't get seduced by shiny new objects because there are so much distraction fighting for our attention. There are so many people promising the new promised land or the latest marketing trend. And you know what? They don't really work. They come and go like so many things. Whereas the old traditional marketing strategies really, really work, like building your email list and networking and showing up on LinkedIn consistently and adding value to your audience and all of those great things running workshops and so on, Those things work and the new promised land just usually isn't the new promised land, and it becomes a huge distraction for us. So make sure that you remove those shiny new objects. Then I think you want to outsource as much as you possibly can And at the very least, get a VA who can run some of the mechanics for you and make sure that you are getting things done.

Rob Da Costa:
That's exactly what I do. I have a VA team that enables me to get stuff done because they say, hey, Rob. We need this from you by this date. And if they weren't there kind of prompting me and, you know, uploading these podcasts and editing these podcasts and uploading the videos and editing the videos and putting content on my blog and so on, then it just wouldn't happen. A lot of times people say, Rob, how do you get so much stuff done in terms of my marketing? And the truth is it's because I've got a really good VA team. And you don't have to spend a lot of money on this. Just need to be smart, and you need to work out what you can outsource and what you can delegate to other people. So kind of to tie this back to the beginning, that's what I'm doing this year.

Rob Da Costa:
My kind of New Year's resolution that isn't a New Year's resolution is to put into place all the things that I teach my clients and trying to be my best Costa, not only for my marketing, but for all aspects of running my business, such as having a really clear vision for the year and breaking that down into quarterly strategies and monthly plans, and then delegating as much as I possibly can, and then using, you know, software tools to help automate some of that. So I hope this really short episode gives you a bit of food for thought. And maybe the thing that you need to do as soon as you stop listening to this podcast is grab a pen and paper and start making a plan. And remember, do the things that you enjoy doing, that you're confident that you can keep doing. Don't set yourself a task of doing something you know nothing about. So don't think, oh, I know. I need to start shooting videos for a YouTube channel if you've never shot a video before, if you don't know how to edit and you don't have a YouTube channel. Do the things that work.

Rob Da Costa:
And the most important thing, of course, is you need to hang out where your audience hangs out. So know the things that they are most receptive to doing, and then you need to start doing them and do a few and do them well. And don't expect results until the medium to long term. Now as ever, if you've enjoyed this episode, please do make sure you've hit the subscribe button so you're alerted every Thursday when a new episode comes out. And, also, if you enjoyed it, please consider leaving a review since that helps the algorithm show my podcast to more people just like you or my YouTube channel to more people just like you, which means I can help more people. So short episode on why you need to start making sure you're doing the marketing for your agency or your team is doing the marketing and the business development for your agency, and you're not relying on word-of-mouth and referrals. I hope you found that useful. Have a great rest of the week, and I will see you next week on the next episode of the Agency Accelerator podcast.

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