Cobbler's Children And Agency New Business-An Update

The most-used description we hear for agencies and their new business process (or lack of one) is the story of the cobbler’s children.

(If you’re not familiar, read here.)

Essentially the cobbler (maker of shoes) is so busy making shoes for his customers/clients, that his own children are walking around with no shoes themselves.

Similarly, agencies are working so hard for their clients, they don’t make time for the new business process.

But given that’s a proverb from hundreds of years ago, I was struck with inspiration for an update to describe how often agencies ignore the process of new business.

And we all see it every day:

Agencies ignore new business like someone texting and walking, or simply engrossed in their phone screen-ignoring what’s in front of them.

So taking this analogy one step further:

The focus on your phone is essentially like the focus on your clients

Constantly looking at it, head down, (servicing clients), to the exclusion of new business.

Once you finally look up, the far-too-often ignored new business process becomes the collective realization that you should have had an achievable new business strategy in place all along.

(Before that big client left, or budgets got slashed or referrals started to become more sporadic.)

Before I come across as too harsh, clients do have to come first, of course.

I could never begrudge agencies that fact (you gotta eat after all), but there really is never an excuse for the lack of a new business strategy.

Cobbler's Children And Agency New Business-An Update

An achievable strategy, that won’t overwhelm you.

Need a few more reasons?  How about some cold, hard new business stats?

From a few of our recent and past agency new business survey reports:

Less than 3% of agencies report closing business during a first meeting.

It’s hard enough just getting that first meeting, and 97% of the time, the new business process doesn’t stop there.

Leading to my next stat:

Agencies say 48% of business closes within 2-3 months of the first meeting.

We know too many examples of agencies handling new business internally claiming a meeting went nowhere, when in fact the agency performed little-to-no follow–up.

And to put a capper on this point, our last stat for this post:

53% of marketers say agency follow-up after meetings is not aggressive enough.

So, as I say goodbye to the cobbler’s children, I’ll flesh out and finish my new, updated analogy: your phone is important, you rely on it and need it, but you also have to be aware of your surroundings.

Lift up your head and pay attention to your new business process, lest you get blindsided by a glaring lack of new business.

3 Business Development Strategies That Work In 2022

Lee McKnight Jr. is delivering you 3 business development strategies that come straight from your agency peers.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

We attended the AMI Conference in Chicago a few weeks back, and were privileged to moderate three different agency roundtables, with the topic, Business Development in 2022-What’s working and what’s not. 

I can’t give away all the good stuff, but for our three takeaways, I wanted to point out three tips on what’s working: what we see working with our own clients, and what agencies from our roundtables mentioned was working for them.

Here’s your first takeaway:

Try posting something personal on LinkedIn. 

Does that sound weird?

It kind of feels weird-I have not done it often, but I’m planning on doing it a bit more. 

Because it does two things-

  • Gets you more views and likes, and
  • Brings a human side to you, that prospects will respond to.

There are some ground rules here.

Do it sparingly, and provide some type of insight or reflection. 

If it’s just a post with a picture of you by the lake, or the team at happy hour, you’ll probably get some views, but then you’re just turning it into your Facebook feed.

Ideally, you tie in some aspect of your personal life, could be a reflection on something positive, or how you handled a struggle, into your work life.

I will tell you, it’s not always easy, because, and I hate this overused word, it needs to be authentic. 

But mixing one of those posts in, with every nine thought leadership posts, gives your profile more dimension-prospects work with agencies and people they like.

This will help you do that. 

Your second takeaway:

Don’t sell in every email.

Also sounds weird, right?

You need to take advantage of that email real estate with every send. 

Well, email deliverability is getting more and more important. 

The days of blasting out ineffectual, no homework emails is going away. 

Your sender reputation is incredibly important. 

If more and more of your emails are going into spam filters, Google will ding you.

If you pick one email a week, or 1 out of 4 in your cadence, and not sell to your prospect, but instead, provide them with something of value, that relates to their industry-it will help you stand out, and your prospects will respond in kind. 

It will still take time, it’s not a silver bullet, but everyone else is blindly selling, seeing what sticks. 

And your third takeaway, and it’s purely tactical:

Pursue new hires-the right way. 

A new CMO, or VP of Marketing, will have a lot on her or his plate being new on the job. If you approach them respectfully, and show your value, chances are good they’ll at least be more open to talking.

They’ll need the help. 

Doesn’t always work, and you can’t jump all over them, but there are some software platforms, like a ZoomInfo, or more inexpensive options, just Google ZoomInfo new hires, or Lead 411 new hires, and other platforms will pop us as well within that search to help you find those new hires. 

Couple that with Google alerts and LinkedIn, and you’ve got what you need.

There you go-3 business development strategies for 2022.

Thanks for watching 3 Takeaways-lots of new business content our site to help you at, just hit the resources drop down. 


🔔 Subscribe for more free content on how to help improve your new business program:

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Marketer’s Edge Interview With Becky Freemal: Credit Union Rebranding

In this episode of Marketer’s Edge we’re talking with Becky Freemal , Chief Marketing Communication Officer at ValleyStar Credit Union, and the discussion focuses on repositioning and rebranding credit unions.

If your agency pursues clients in the credit union space, you’ll want to watch this episode.

A bit of background: across Virginia, ValleyStar Credit Union has served businesses and families since 1953.

They help their members get beyond the dry language of mortgages, loans, accounts and credit cards to focus on what they really care about – the house they’d love to own, the bigger car, the credit card that works with their lifestyle, reaching that goal of a law degree, owning a small business or a secure retirement.

Why Advertising Agencies Should Watch This Episode-Becky talks:

The recent (2021) launch of their credit union’s repositioning and credit union rebranding and what that has done to the performance of her business.

Her move from a storied career in journalism to the world of credit union marketing – and why she decided to leave television to run marketing for a credit union.

How her life as a journalist has made her a better marketer, and better able to tell customer stories in ways that are more impactful and believable.

Her advice to marketers looking to bring on a new agency and offers counsel to agencies looking to knock down her door and win new business.

A little bit about Becky:

All Data … Big Analytics … each data point has a story.

I uncover those stories, make sense of the numbers and comprehend the impact of each one.

Stories connect people, empower relationships, measure brands. I tell those stories. I connect those people and I build those brands.


You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

3 Tips On Crafting Effective Emails Prospects Won’t Ignore

For this episode, we’re bringing you 3 pieces of advice on how to craft effective emails from our own RSW/US new business directors.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re driving new business for your advertising agency or PR firm, you’re always looking for ways to make your emails more effective.

In this episode, we’re giving you 3 quick tips, or takeaways, directly from 3 of our new business directors here at RSW.

Your first takeaway on crafting effective emails is from Brandon Buttrey:

Shy away from links, bold, italics, underlines and attachments.

I like this one a lot, Brandon points out as well,

The e-mail should read like a conversation between two people.

I’ve talked about this before in these episodes, and it’s a prospecting mantra of mine:

Talk to your prospects, not at them.

An email full of bold or underlined copy with multiple links screams sales email.

I’m not advising you never use any of these, but early on, especially, avoid all of them-just reach out with simple text.

Your second takeaway is from Amanda Mudd:

Be literal in your subject lines.

I’ll give you an example.  You‘ve heard that your subject line should reflect, in some way, the content of your email.

So, one way to be literal in your subject line, and a great way to use your case studies, is naming the company that’s in your case study in your subject line.

And that’s it, just the company name.

It should obviously relate to the prospect’s industry you’re reaching out to, but getting your email opened is that huge first step.

And just the company name will create some interest, and quite frankly, maybe some confusion, but that’s a good thing.

Chances are better they’ll open it.

And your third takeaway is from Carrie Shoemaker:

Be Enthusiastic, upbeat, and confident.  Be memorable. 

Advice you may have heard before, but so many salespeople don’t embrace it.

Your enthusiasm and passion shows, on the phone or video, sure, but in email and voicemail as well.

There’s a balance-you don’t want to be over the top in your enthusiasm, but it humanizes you.

So much sales outreach comes off as an ad a robot wrote.


🔔 Subscribe for more free content on how to help improve your new business program:

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

My Ad Agency Did The Work But I Can't Talk About It

What do you do when a client won’t let your ad agency talk about the work you did for them?

Keep watching for 3 ideas to still use that work when you’re prospecting.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

The idea for this episode came from an Adweek article titled Brands’ Silence Hurts Agencies. PR Is a Win for Both.

The short version: it talks about brands or companies, not letting an ad agency publicly talk about the work they created for that brand.

Worth a read, but per usual, Adweek tends to focus on larger agencies, so I wanted to focus your takeaways today on small and mid-sized agencies. 

Because it’s an issue for you as well.

Let’s get the obvious point out of the way, and your first takeaway:

Discuss publicizing your work early with your client-or don’t. 

I don’t mean to be flip about this-but you can take one of two paths. 

The first is you bring it to the table early. 

Fair enough, there may need to be some negotiating, as I get into shortly, there are ways to use that work as part of your new business strategy that don’t involve plastering your client’s logo across your site. 

Or there’s the other path: if it’s not mentioned, it’s fair game, but again-in my opinion, you’re taking baby steps at that point, not plastering the logo-more on that.

Now let me point out-I get that this is your new client. 

Your goal is not to make demands or piss them off out of the gate on this subject. 

A lot of small and mid-sized agencies are working with bigger companies, and some of those companies will make it known early that you cannot talk about the work-period.

At that point, and circumstances will dictate, you don’t want to push it any further.

But it’s not necessarily over at that point. 

If there’s not a firm policy, you have some potential leeway-for example, your second takeaway:

Create docs, mini-case studies or one-pagers that are only used in your prospecting as one-on-one communication, that you can share with them.

Or a non-published, password-protected landing page, not something you’re posting on your site or on any public platform.

Again, I’m not advocating you jeopardize your relationship with this client.

If you feel in your gut that this step could bite you, you have to ask yourself if it’s worth it. 

In some cases, it may be.-

For example, I’ve had conversations with agency principals along the lines of, “this is a long-term client that we’d really like to replace”, so you need to at least create something that talks the work only in direct communication.

But even that may make you feel queezy-fair enough. 

Another option, and your third takeaway:

Talk about the work in one-on-one conversations.

If you really can’t, or don’t want to, have anything public-facing, or are too concerned about physical or digital versions being out there, another option is discussing the work in a prospect meeting, in one-on-one conversations.

And maybe you don’t actually mention the brand directly to be safe, but what you did and what the results were.

Thanks for watching 3 Takeaways-lots of new business content our site at, just hit the resources drop down. 


🔔 Subscribe for more free content on how to help improve your new business program:

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Ad Agency Prospects Are Thinking You All Do The Same Thing

In a presentation I gave in Ontraport’s Agency Summit (a shout out and thank you for having me!) on ad agency business development, I pointed out that ad agency prospects will often think agencies look and sound alike, framing it with a brief story and a quote:

We all do the same stuff.

I took it from a panel on agency new business at a conference I attended, with the panel comprised of high-profile agencies, primarily holding company firms, and one of the panel members who drove new business for the agency, said,

Let’s just get this out of the way, we all do the same stuff, right?

Like a lot of people attending (all agency folks) I thought that was an interesting thing to say to this audience.

She went on to talk about the difficulties, and importance, of agency positioning and differentiation, and it’s the reason I bring it up.

She made important points, but I also thought about it in a different context, that is, the way your prospects view you, especially at the top of the funnel.

Something you always need to remember:

“You all do the same stuff” is how ad agency prospects view you.

That is, until you effectively differentiate yourself, through your positioning, content AND your outreach.

Until then, your prospects will lump you in with the other firms reaching out to her or him.

There are agencies that feel like their talent should speak for itself, that they don’t need to differentiate or create case studies, or content.

If you’re a small to mid-sized agency, no matter how talented you are, you can’t have this mindset.

But we are differentiating, we’re creative!

Yes, well, you make it harder on yourselves by using the same words to describe your agency.

Case in point, here are some random blurbs taken from real agency sites:

-We’re creative

-Deep strategic insights

-Focusing on the power of. . .

–Insightful strategies

-Stand for something

-We’re strategic

-Be relentless

Ad Agency Positioning-Get To The Point

When agencies use any of the above examples, with no context as to how they might actually help a prospect or client- they’re all just words.

Whether you’re discussing who you are in a conversation or writing copy for your site, the first few things you need to do are:

  1. Tell them functionally what kind of agency you are
  2. What kind of clients you do it for/what verticals you focus on
  3. What challenges you solve

An example: We are X agency, we’re a digital communications firm, expert in creating and driving multichannel buying experiences for major retailers to help drive sales.

It doesn’t mean you don’t also talk about the kind of insights, results or experiences you create for clients as well, but if a prospect doesn’t get a clear idea of who you are and what you actually do for clients, that’s a problem.

One big business development challenge for ad agencies: Executing An Ad Agency New Business Refresh

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

So two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, and the second, Targeting The Right Prospects, here.

Every agency has been there: you know you need to update your new business strategy, but old habits die hard and you soon realize it’s much easier said than done.

Here’s what you need to know to make sure it sticks and execute an ad agency new business refresh:

Executing An Ad Agency New Business Refresh

1. Positioning = 3 Sentences or Less

Think of your positioning as the fuel that gets your vehicle moving – without it, you’re not getting anywhere.

In 3 sentences or less, it should explain who you are, what you do, and, who you do it for.

Here’s a short video on avoiding the ad agency se of sameness in your positing: The Ad Agency Sea of Sameness – How To Steer Clear

2. Nail Down 20-30 Companies

Start off by nailing down 20-30 ideal companies to go after.

Prospect against 20-30 ideal companies for a month, planning on an hour each day or 2 every other day.

See where you are after that first month and adjust.

3. Avoid Shiny Objects At The Outset

All the ongoing new tech is glamorous and cool, but what do you really need?

For a solid new business program, you need a CRM and email platform that tracks opens and clicks.

Don’t get buried with all kinds of tech you’ll never use.

More content around avoiding those shiny objects: How To Add Value To Agency New Business Prospecting

4. Don’t Do What Your Competition Is Doing

You know your competition is most likely prospecting with emails and on LinkedIn.

Both are great prospecting tools, but relying on them solely will not get you to your brand new client destination.

Mix up your platforms and use each of them in concert with each other.

If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at

Learn more about our outsourced business development programs here.

Learn more about our process here.

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The Ad Agency Sea of Sameness-How To Steer Clear-3 Takeaways, Episode 92

When it comes to positioning and messaging, firms are often stuck in the ad agency sea of sameness, and it’s typically because they’re so busy taking care of clients, they don’t take a step back to survey their peers, and their competition, to see how differentiated they really are (or aren’t).

So in this episode we’re talking 3 building blocks that make up the foundation of your agency new business program, and a visual guide to help you get there.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

Biggest business development challenge for you firm, show of hands, who knows it?

It’s the struggle to stand out in a sea of similar firms. to stand out in the ad agency sea of sameness .

Two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business for ad agencies. 

We’re starting by releasing individual agency new business one-pagers, which you can download below, along with about 12 links, when you click through, to related content we’ve created-it’s the good stuff.

This first one-pager covers building awareness, focusing on three business development building blocks. 

First one is Positioning, and here’s your first takeaway:

Advertising agencies all do the same thing.

If you follow us at RSW, you may have heard me say this, don’t think it’s ever been an actual takeaway. 

But is it true? No.

But it is the way your prospects view your firm, until they don’t-you show them otherwise.

Always remember that.

Sure, agencies do a lot of the same things, but you have to be very clear about what makes your firm different, in terms of the way you help and make your clients successful.

The second building block from our one-pager is case studies

And your second takeaway:

Create a case study template you can easily update. 

That may seem way too basic, but I know many of you watching are about 6 case studies behind because they’re a pain in the ass to create.

And agencies are seemingly always reinventing the wheel with case studies, quite frankly.

You should revisit a couple of times a year, in terms of older case studies, but create a concise template to make it as easy as possible to create new case studies.

The third building block is outreach.

And your last takeaway:

Revisit your process every quarter.

You know, if it ain’t broke and all, but one thing I want you to think about-

What’s your new business mix, how is it coming in?

If it’s 50% organic growth and 40% referrals-neither of those are sustainable in the long run-as I’ve said before, both are necessary, and if that’s working, by all means, run with it, but neither are truly dependable.

One thing we all know about this industry-clients leave, eventually.

You’ve got to mix in some outbound in there.

Download your visual guides here:

Business Development Challenges For Ad Agencies: Building Awareness

Business Development Challenges For Ad Agencies-Targeting The Right Prospects


If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at

Learn more about our outsourced business development programs here.

Learn more about our process here.

Why Don’t Ad Agencies Actively Pursue New Business?

A question as old as time (ish): Why Don’t Ad Agencies Actively Pursue New Business? 

Well, the answer will take us on a journey, through a labyrinth of long days, longer nights, and-actually that’s not true, the answer is fairly straightforward.  

And you may be thinking, it’s also obvious Lee, why write a post on it? 

For many small and mid-sized ad agencies, it is obvious that your agency isn’t actively pursuing new business, but taking the time to ask why is important for the health of your business. 

 So why don’t ad agencies actively pursue new business? 

 Reason #1: We’re enjoying the cash cow (also known as staying stagnant) 

I’m borrowing this first one from an agency owner who described their current situation this way: 

We’re doing well, but I’m taking a step back and seeing that we’re enjoying this cash cow (client) and the stability it’s bringing us now, but I’m also seeing this client represent more and more of our business. Going down this road just means we’re staying stagnant, in terms of new, new business. 

This industry is hard enough, you should enjoy your success and celebrate those cash cow clients. 

But when they turn into a gorilla client, and represent 30, 40, or 50% of your overall business, you’re doing your team, and yourself a disservice. 

 Reason #2: Clients Have To Come First (aka we’re too busy) 

Fact: clients do have to come first. 

No way around it. And you’ll sometimes still hear the proverb of the cobbler’s children to describe this scenario. 

It’s a dated reference (apparently back to the 1600s-yikes), but it still fits. 

And while it is a fact, it’s also convenient. 

You can and do set aside any pursuit of new clients because your team is working hard, and it’s necessary work., so you feel (mostly) okay in continually pushing it aside.

Until it’s not OK.

 Reason #3: The whole team is involved. In everything 

Business development should be an agency-wide endeavor, a part of your culture. 

With all good intentions, the agency owner wants to make sure the team is involved in the new business process, EVERY step of the way. 

While that’s admirable, I’ve seen more often than not, the entire process come to a screeching halt. 

Everything from messaging to case studies to your prospect targets has to go through every team member in this scenario, and that’s a great way to mire any potential progress in the new business swamp. 

You can and should get the entire agency involved in business development and acknowledge that participation, but someone within the agency has to be in charge and make the decisions. 

If you need some guidance on infusing business development throughout your agency culture, these should help: 

New Business Must Be Part Of Your Agency Culture 

How Can You Instill A New Business Mentality Throughout Your Agency Culture?  

 Reason #4: Hiring an agency new business director Is tough (and retention is tougher) 

If you’re new to us, you may not have heard this stat, but the average tenure of a new business director is 18 months. 

And while it is hard to find those individuals, agencies tend to make a few key mistakes during the hiring process: 

  • They hire on the cheap, typically someone junior, and think they can train them up. (That does not usually happen BTW.) 
  • They hire an individual with a network. (Not an inherently bad decision, but what happens when the network gets tapped out?) 
  • They hire the individual who really knows how to talk to prospects, but primarily at shows, events and in in-person situations.  

In any conversation I have with an agency, if they do have someone doing a good job in the new business position, my advice is hold on to them.

Because they tend to move on for greener pastures. 

And, it’s difficult for one person to do it all, from top of the funnel, to initial meetings, to proposals and pitching.

Not to mention content, case studies, etc. (Which is incidentally why we sometimes get hired to help that individual as a member of the team.) 

 Reason #5: We don’t have a new business plan 

For a lot of small and mid-sized firms, they just don’t know how to put together a scalable process to pursue new business. 

I get it, and not going for a shameless plug here, but it is essentially why RSW exists. 

In all fairness, putting that process into play can be overwhelming. 

But you can’t let the lack of a plan stop your pursuit of new business.  

You won’t be able to go gangbusters on a sweeping, internal  outbound program rightout of the gate if you never done it before, and that’s OK.

Baby steps are key here.

Start with organic growth, your network, and referrals, and put together an initial list of 50-100 companies that make sense to target, based off your expertise and current client base.

We have lots of content at to help you get there as well.

No time like the present.

In a never-ending trickle-down effect, B2B sales professionals are consistently aware of the challenge March 2020 has had on closing business, and on quality prospect outreach lists.

But looking beyond the close, if you peel back the layers in the sales process –this goes all the way back to the first step:

Connecting with leads

For industries that were able to go remote and have in turn stayed remote, the pre-March 2020 baseline sales technique of ‘given me a lead, HQ phone number and address and I’ll setup the meeting’ is a thing of the past.

Yeah, maybe that prospecting technique was gone before March 2020, but any remaining stalwarts to that methodology have been kicked to the curb since working from home (WFH) became the new normal.

Fast forward to 2022 and that simple plan has become less effective as an outreach tool by a wide margin.

It’s more complex for advertising agencies in 2022-

  1. Does the corporate number have a real person on the other end?
  2. Are the automated prompts going to provide an option to connect to my lead?
  3. Is their phone line set-up to relay calls if they are WFH?
  4. Do they call in to check their VM?
  5. Do they even have a physical office space at the headquarters anymore?

The simple answer to all these is. . . MAYBE?!

Setting up your Director of Business Development with multiple touchpoints is not only the key to effective outreach in 2022 but if you aren’t doing it, you’re wasting everyone’s time

– from the higher-ups you report your outreach efforts to, to the prospects who are dialing into their VM to delete your message.

Plain and simple, here is the information you need to thrive in the ad agency business development role (which is where we put our outreach list building efforts at RSW and RSW/Lists).

Prospect Outreach List Priorities For 2022:

  • ‘Must haves’ – Email & Direct or Mobile Phone.
  • ‘Nice information to have’ – HQ City/State, LinkedIn.
  • ‘If it’s there, why not?’ – HQ Phone, Revenue, Website.
  • ‘Only if you have a mailing piece’ – HQ or Home Mailing Address.
  • ‘Just for talking points’, a value add – Personal Social Media Account.

The goal is not just finding the best title at the corporate HQ anymore, its about finding a good title with the most touchpoints.

Put your time and energy into finding the information that works, not just what’s readily available.


For further content to help you build more effective prospecting lists, the RSW list team wrote this eBook, which you can download free: The Prospecting List, Turbocharged: Pumping the Right Fuel Into Your New Business Engine