How I Narrowed a Web3 Agency to Ad Creatives and Worked on the Sales Bottleneck

My company, Script, had worked in paid advertising for crypto clients. Restrictions around that advertising made the work harder, and we moved toward producing the creative assets instead of continuing to sell the entire paid-ad service.

We had already produced work for clients, but the agency’s growth was inconsistent. I worked on the offer, cold-email process and sales conversations.

Creative work became the narrower service

We had been making creatives for ads we ran, so the narrower offer developed out of work we were already doing. It was a change in focus, not an entirely unfamiliar service invented for a new pitch.

An early client came through cold email. I said we produced about twenty-five creatives in the first month for that client to test as variations. Relationships, case studies and testimonials then helped us build recognition.

Email openings became specific to groups of relevant prospects

I had spent hours writing individual first lines. We began developing openings that were relevant to several prospects in the same part of the market, including more specific groups within crypto and Web3.

That was paired with help on scripts and more activity. Before that, I could have one week with calls and another with none. The goal was a more consistent process rather than assuming every extra email would create a sale.

Client Ascension related reading: Nick’s lead-generation account describes reviewing prospecting filters and client-acquisition outcomes.

A calendar full of calls exposed the next problem

I described a month with roughly thirty to forty calls and no closes. I had felt confident on calls, but confidence did not mean I had a good sales structure.

I was going into the pitch too quickly and had not understood concepts such as holding a frame. Working with David on sales made me examine what I was doing instead of treating the lack of clients only as a lead-volume problem.

I used calls to learn from more than my own question

I found value in hearing other people’s problems, even when their agencies were different from mine. The responses they received could still be relevant to a situation I would face.

I also attended mindset calls and said they were helpful for the specific pressures of this type of business.

Client Ascension related reading: Ryan’s two-agency account describes reviewing sales calls and building a team.

Accountability was about doing the work at a higher standard

I had believed I was doing enough activity before joining. Seeing other owners’ work and receiving feedback made me reconsider that standard, alongside improving the quality of the outreach.

My advice was to start implementing and not dismiss parts of the business too early. Operations had not been my first priority while I needed leads, but I could still learn from those discussions for the next stage.

Adapted by Client Ascension with AI assistance from Stephen's interview. The first-person narrative follows the source speaker’s account. Watch the original video