273. Crafting Compelling Newsletters to Drive Business Development, with Christian Banach

Intro

 

In this episode of The Innovative Agency Podcast, Sharon Toerek welcomes back Christian Banach, a seasoned business development expert, to explore the untapped potential of newsletters in agency growth and client engagement. Christian shares his journey in discovering the power of newsletters, initially using them to build his own brand and later recognizing their value as a service for other agencies.

 

What you will learn in this episode: 

 

• Why newsletters are essential for building awareness and trust with potential clients.

• How to structure newsletters to focus on thought leadership over self-promotion.

• Practical tips for creating valuable content that keeps readers engaged and enhances brand positioning.

• Strategies for growing your newsletter subscriber list, from leveraging internal contacts to using targeted outreach.

• The benefits of consistency and routine in newsletter frequency for maintaining audience interest.

• How analytics can help identify high-potential leads from your newsletter engagement.

• Techniques for converting newsletter subscribers into paying clients through strategic follow-ups and content value.

Bio

 

In high school, Christian founded a concert promotion and experiential marketing agency that grew to over $10 million in sales. The business quickly expanded and began working with Grammy award winners such as Lady Gaga and Pitbull. Shortly thereafter, Christian launched an experiential marketing division that implemented programs for Disney and Toyota.

 

However, the 2008 Great Recession brought things to a halt. Like many agencies, growth had come through word-of-mouth and referrals. To rebound, Christian hired a consultant who taught the fundamentals of business development.

 

Feeling reinvigorated, Christian closed the firm, applied the lessons learned from the consultant, and pivoted to a career in agency business development. Over the next decade, Christian worked at independent and holding company agencies across various marketing disciplines.

Christian discovered a superpower in hunting and generating top-of-the-funnel opportunities, being involved in millions of dollars of wins with companies like Kohl's and Constellation Brands.

 

Despite an entrepreneurial itch over the years, Christian wasn't sure what to pursue until the pandemic hit. Agencies lost clients, and some closed their doors, reminiscent of the Great Recession. However, Christian had the expertise to help this time, just as the consultant had helped him before.

 

Christian left a high-paying agency job and launched a consultancy to help agencies and consultancies grow. With over 20 years of experience, Christian offers the knowledge to help clients predictably land 6- and 7-figure opportunities.

Resources:

 

• Website: www.ChristianBanach.com

• LinkedIn Business