You are probably excellent at what you do. I’d like you to tell me about it: tell me what you do, who you’ve done it for, and how successful it was. Feel free to use normal English; stick to describing the techniques employed and the skills involved. I think there’s a really good chance I’ll be impressed.

Don’t, however, try to make it sound more than it is. Being clever is absolutely enough to impress me.

Also: DEFINITELY don’t trademark a name or phrase you’ve made up for your process. If what genuinely happened was that you got some very clever people from your company together and solved a problem… then stick to that as an explanation. Don’t call it “The Nine Rs™” or “The Step-Up-Co-Collective-Laberation™” (and don’t use a word like Jigglewaftenkle™ and pretend it’s Norwegian ).

We do REALLY REALLY well for our clients simply by describing the skills they have and the amazing results they’ve achieved. Honestly, try it. You’ll spend so much less time explaining why the process is called THE NAME™ you’ve given it that you’ll probably end up having a nice chat and becoming friends.

In summary: you’re probably excellent, so just tell prospects why you’re excellent. If you do already have a trademarked process, fear not - there is a way around this… DON’T MENTION IT! There, now you can get on with the job of winning your agency new business.