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Welcoming a New Client to Agora: Multi-Link Inc. July 13, 2006

Posted by The PR Cassandra in Posts.
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We’re delighted to welcome a new client to our agency, Multi-Link Inc.  The company is a manufacturing and market leader in analog and VoIP telephony devices for homes, commercial enterprises and small and medium-sized businesses worldwide.  We are working with them to help promote their expanding line of innovative Skype-Certified phone adapters for PCs and laptops, including the TeleVoIP Stick

The early days of a new business relationship between client and agency can be stressful ones.  On the client side, although they have chosen you, there is often an initial period of concern that the right choice was made.  On the agency side, there is stress about meeting the new client’s expectations.  In my experience, if there is a true sense that both client and agency are in it together, and that they are a team, then a successful relationship is usually guaranteed.

Thus, although we represent a number of clients, we at Agora always use the word “we” when speaking or thinking about our client.  That’s a major reason why we only represent clients we believe in and with whom we have this partnership relationship.

Early days with a new client for me are both exciting and a bit nerve-wracking as I want to ensure success from the get-go.  I do that by ensuring that initial drafts of the first documents that come from us are solid and show an understanding of the client’s products or services, markets and competitive advantages, and by providing value-added service as often as I can (for example, letting the client know about a speaking or other opportunity of which they may not be aware).

The challenge, particularly with very technical companies (which covers those in communications), is to abstract from the acronyms and truly interesting technology innovations, information that a consumer or business person can relate to.  Sometimes called “positioning” or “messaging,” to me, this kind of strategic abstraction is what still challenges and delights me.

Although we haven’t designed Multi-Link’s new site, we’re analyzing it for any ethical and effective search engine optimization that we can do to ensure that Multi-Link and its products have (deservedly in my opinion) high rankings in the organic – or free- rankings in the top search engines.

So, I am looking forward to working with Multi-Link – we’ve been using the TeleVoIP Stick for our Skype access and it works as advertised. 

I hope over the next months you will see Multi-Link and its products appearing more frequently in the press and on blogs.  Wish us luck!


Why Funding is Like Religion July 2, 2006

Posted by The PR Cassandra in Posts.
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As I prepare to teach an adult Sabbath School lesson on the book of Daniel, while concurrently working with two tech startups to refine our funding pitch (thanks to guidance from SVASE events), it has occurred to me that funding is like religion. What do I mean by that provocative statement?

In both cases, it is a combination of evidence and experience – along with an ultimate leap of faith. 

For example, my husband and I have a Seventh-day Adventist apologetics lay ministry about the evidence for the truth of the Bible and the accuracy of Scripture.  However, as much as one studies and finds extra-Biblical evidence in archaeology, burials, inscriptions and so on, ultimately one’s experience of divinity leads to one intotaking a leap of faith to believe.

In the same way, as I am participating in the process of developing materials that are designed to show an investor evidence of a large market with unmet needs for which my venture has the solution, let’s face it – no one can know the future.  However, if we can get the investor to believe as we do, then during the due diligence process, the investor collects more and more experience: of the team and their abilities to execute on the proposed plan, as well as of the market and users to be served.

Evidence + experience + leap of faith = belief.  In religion, as well as in venture capital or, now even more aptly named in my opinion – through “angel” investment!