Building a Sustainable Marketing Agency - A Conversation with Lorraine Ball

Guest Information

Lorraine Ball is the host of More Than a Few Words, a marketing podcast celebrating 15 years on the air. She's a former marketing agency owner who sold her business after 19 years and now focuses on consulting, teaching, and podcasting.

Episode Highlights

From Traditional to Digital Marketing Evolution

• Started her marketing company in 2002, pre-social media era
• Specialized in home services: HVAC, roofing, plumbing contractors
• Witnessed the evolution from direct mail (1,000-3,000 postcards) to email marketing to social media
• Transformed from traditional marketing to digital agency over 19 years

Strategic Business Growth Decisions

• The 10-Person Cap: Made a conscious decision to limit team size to 10 people
• Capacity Management: Raised prices instead of expanding capacity when demand increased
• 30% Rule: No single client could represent more than 30% of business revenue
• Location Lock-in: Chose to renovate existing building rather than expand to larger facility

Customer Service Excellence

• One-Ring Policy: Every phone call answered on the first ring
• Personal Touch: Any team member could handle client issues, not just account managers
• Friday Availability: Only agency answering phones on Friday afternoons for media deadlines
• Long-term Relationships: Clients staying 10+ years (flooring company: 11 years, Randall Beans: 10 years)

Key Business Philosophy

• Hire for Attitude, Train for Skill: Southwest Airlines model approach
• Lead web designer had never built a website when hired, stayed 7 years
• Focus on personal connections over systems and processes
• Employee retention: Multiple 7+ year team members

Current Consulting Approach

• Target Clients: Established businesses unhappy with current marketing results
• Service Model: Strategy and audits only, no execution
• Unbiased Perspective: No agenda since not selling specifi...