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How to make your agency stand out from competitors without competing on price. Mads Singers on positioning, niching by deliverable, and why clarity beats breadth.
Every agency says it does everything for everyone — which is exactly why nobody remembers any of them. In this episode of Agency
Uncovered, Mads Singers explains how agencies actually differentiate: stop competing on price, lead with the value you create, and get specific about who you serve and what you deliver. He argues that real niching is about picking a repeatable deliverable, not just an industry, and that saying yes to out-of-process work is one of the fastest ways to stall growth.
He also covers what to do when your positioning is not attracting the right clients — starting with structured feedback from your ideal customer profile.
Key Takeaways
- Do not compete on price. Compete on value: if you can argue two grand in makes five grand out, price stops being the conversation.
- Specificity sells. “We build websites for dentists” beats “we build websites” every time, even against bigger competitors.
- Niche by deliverable, not by industry. The question is what one thing you do repeatedly — not which vertical you happen to serve.
- Under-promise and over-deliver. Keep every promise you make; it is still the cheapest differentiator available.
- Communicate it relentlessly. If a visitor cannot tell from your site who you help and what you do, they assume you cannot help them.
- Saying yes to off-process work hurts you. Money from out-of-scope requests splits your attention and stagnates growth.
- Solving a specific pain point is more attractive than selling a service — but test both; demand sometimes points somewhere you did not expect.
Be willing to pivot. Agencies disrupted by AI survive by spotting adjacent needs their customers already have.
No repeatable process means the owner is the bottleneck — no days off, and a hard ceiling on revenue.
If positioning is not landing, ask your ICP directly. Consistent feedback across many conversations is signal; one opinion is not.
Frequently Asked Questions
- How do you make your agency stand out from competitors?
- Is having a niche enough to differentiate an agency?
- Should an agency niche by industry or by service?
- How important is positioning to agency growth?
- Should an agency sell a service or solve a business problem?
- What should you change if your positioning is not attracting the right clients?
About the Guest
Mads Singers is a management coach and the founder of Aristo Sourcing. He has coached hundreds of agency owners on positioning, process and people management.
#AgencyPositioning #NicheDown #AgencyGrowth #MarketingAgency #AgencyOwner #Differentiation #ValueBasedPricing #AgencyUncovered #MadsSingers #ICP
Every agency says it does everything for everyone — which is exactly why nobody remembers any of them. In this episode of Agency
Uncovered, Mads Singers explains how agencies actually differentiate: stop competing on price, lead with the value you create, and get specific about who you serve and what you deliver. He argues that real niching is about picking a repeatable deliverable, not just an industry, and that saying yes to out-of-process work is one of the fastest ways to stall growth.
He also covers what to do when your positioning is not attracting the right clients — starting with structured feedback from your ideal customer profile.
Key Takeaways
- Do not compete on price. Compete on value: if you can argue two grand in makes five grand out, price stops being the conversation.
- Specificity sells. “We build websites for dentists” beats “we build websites” every time, even against bigger competitors.
- Niche by deliverable, not by industry. The question is what one thing you do repeatedly — not which vertical you happen to serve.
- Under-promise and over-deliver. Keep every promise you make; it is still the cheapest differentiator available.
- Communicate it relentlessly. If a visitor cannot tell from your site who you help and what you do, they assume you cannot help them.
- Saying yes to off-process work hurts you. Money from out-of-scope requests splits your attention and stagnates growth.
- Solving a specific pain point is more attractive than selling a service — but test both; demand sometimes points somewhere you did not expect.
Be willing to pivot. Agencies disrupted by AI survive by spotting adjacent needs their customers already have.
No repeatable process means the owner is the bottleneck — no days off, and a hard ceiling on revenue.
If positioning is not landing, ask your ICP directly. Consistent feedback across many conversations is signal; one opinion is not.
Frequently Asked Questions
- How do you make your agency stand out from competitors?
- Is having a niche enough to differentiate an agency?
- Should an agency niche by industry or by service?
- How important is positioning to agency growth?
- Should an agency sell a service or solve a business problem?
- What should you change if your positioning is not attracting the right clients?
About the Guest
Mads Singers is a management coach and the founder of Aristo Sourcing. He has coached hundreds of agency owners on positioning, process and people management.
#AgencyPositioning #NicheDown #AgencyGrowth #MarketingAgency #AgencyOwner #Differentiation #ValueBasedPricing #AgencyUncovered #MadsSingers #ICP
Creators and Guests
What is Agency Uncovered?
Agency Uncovered is THE podcast for agency owners who are looking to grow.
Agency Uncovered is a podcast for agency owners, founders, and leaders who want to build, scale, and grow a more profitable agency.
Each episode explores the biggest challenges facing modern agencies - from choosing the right agency niche and building a scalable team to winning bigger clients, improving client retention, pricing services, using AI, and creating sustainable agency growth.
Featuring experienced agency leaders, entrepreneurs, and industry experts, Agency Uncovered goes beyond surface-level advice to uncover the strategies, mistakes, and lessons that actually shape successful agencies.
Whether you're starting an agency, trying to scale an established business, or looking for better ways to win and retain clients, you'll find practical insights you can apply to your agency.
Topics include: agency growth, agency scaling, agency strategy, client acquisition, client retention, agency pricing, AI for agencies, agency sales, team building, profitability, and business development.
Subscribe to Agency Uncovered for honest conversations and practical strategies for building a better agency.