Agency Darlings

Most agencies are obsessed with finding new leads. They're spending time and money on cold outreach, networking, and lead gen tactics, all while ignoring the goldmine sitting in their inbox: past conversations that never closed.In this episode, Melissa and Meredith tackle one of the most underrated skills in business development: the art of the follow-up. Spoiler: "just checking in" isn't a strategy. It's a signal that you've already lost the thread.The stats are damning. According to HubSpot's 2024 sales data, 80% of B2B deals require at least five follow-ups to close. Yet 44% of sellers stop after just one attempt. That gap is where deals go to die.If you've ever wondered...Why am I not closing leads I had great conversations with?How do I follow up without sounding desperate or salesy?What's the difference between persistence and being annoying?Is there a magic email that actually gets responses?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Intro and the 120% ProblemMichelle Obama's advice on showing up at 120% as a woman and person of colorWhy agency owners carry extra weight in every interactionSetting the tone for intentionality in business development(00:07:43) The Five-Minute Journal Approach to IntentionalityHow morning journaling shifted Melissa's approach to follow-upsThe power of writing down who you want to connect withWhy intention creates momentum in your pipeline(00:14:08) Why Agencies Leave Money on the Table with Past LeadsThe goldmine sitting in your inbox that you're ignoringWhy warm leads are more valuable than cold outreachThe real reason most agencies don't close deals they should win(00:17:14) The Barbara Corcoran Philosophy on Persistence"Every successful deal I've ever done came from following up when other people gave up"What clients actually think when you don't follow upThe difference between desperate and persistent(00:24:54) The Statistics That Should Wake You Up80% of B2B deals require at least five follow-ups to close44% of sellers stop after just one attemptMcKinsey data: 74.6% of B2B sales take four or more months(00:33:35) What You're Doing Wrong with Follow-UpsWhy "just checking in" makes you look insecureThe problem with "bumping this to the top of your inbox"How vague questions put the burden on your prospect(00:37:54) The Three-Part Formula That Actually WorksRelevance: Reference something specific from your conversationAdd Value: Share something new that helps themClear Next Step: End with a yes-or-no question(00:43:34) Cadence and Timing for Your Follow-Up StrategyInitial phase: touchpoint every five to seven daysLong-term: five to seven total touches over 90-180 daysWhen to speed up and when to space out(00:46:56) The Kill Email That Always Gets a ResponseThe email that works nine times out of tenWhy giving them an easy out creates urgencyHow removing pressure gets people to finally respondWant To Dive Deeper On These Topics?Episode 13: Ghosts, Maybes, and Wins: Your Pipeline PlaybookEpisode 34: Ghosting Happens. Here's How to Bring the Right Leads Back.Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communitySign up for our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co

Over the past decade, Lauryn Warnick has quietly built Villain Branding into a trusted partner for high-growth B2B companies navigating moments where brand decisions carry real weight, scale, complexity, leadership alignment, and pressure. In the past two years, she's doubled Villain's revenue, putting the firm in the rare 2% of women-owned businesses to cross the seven-figure threshold.But that growth didn't come from doing more. It came from doing less, and from making a painful identity shift that most founders avoid talking about.If you've ever wondered...How do I know when it's time to stop being a practitioner and start being a CEO?What does it actually look like to scale past a million without burning out?How do I invest in my business when those investments hurt my personal income?When is the right time to rebrand, and what problem should it actually solve?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Intro & Meet Lauryn WarnickVillain Branding's journey to seven figures and the 2% of women-owned businessesWhy Melissa considers Lauryn one of her best collaboratorsThe importance of finding advisors who don't have anything to prove(00:05:59) The Three Eras of Building an AgencyFreelancer era: saying yes to everything, everything feels urgentCollective era: pulling in talented peers, still not quite the leaderConsultancy era: running an actual business with systems and accountabilityWhy "era-ing" your 10-year business isn't silly, it's necessary(00:11:38) The Identity Shift from Strategist to CEOWhy your career identity might be holding your agency backThe difference between starting a business in your 20s versus your 30s and 40s"I never want to be in the room where I'm the smartest person"Building systems that make it impossible to slip back into day-to-day work(00:21:50) From Scarcity to Right: The Mindset ShiftMoving from "more, more" to "right, right"Being confident saying who you're NOT for anymoreThe temptation to grow the way you're "supposed to" vs. what's right for your businessWhy "do no harm" matters as you scale(00:31:36) Building Trust in Yourself as a FounderThe pressure of having your husband quit his job to work in your businessImposter syndrome around calling yourself a CEOWhy thinking about what you'd do if it didn't work out actually builds confidenceListening to external validation when internal belief is shaky(00:39:19) The Rebrand: When Your Brand Lags Behind Your BusinessHow to know when a rebrand is actually necessary (not just "everyone else is doing it")When your audience shifts but your story hasn't caught upThe workarounds that signal your brand isn't working anymoreWhy your brand has to be bigger than you when you're selling to enterprise(00:46:30) Investing in Your Business When It HurtsThe reality: you probably made more money before you hit a millionYear one investment: operations and systems (not sexy, but crucial)Year two focus: revenue generation after the foundation is builtWhat to do when your first investment doesn't pan out(00:56:50) What Villain Wants to Be Known ForMaking brand useful at scale, measurable, embedded in business, not theoreticalBrand as operational leverage, not just a marketing thingWhy agencies need to tie their work to ROI (especially now with AI)"Less is more. Do a thing really well, then get rid of the rest."Want To Dive Deeper On These Topics?Episode 35: Become the CEO of Your Life with Amanda GoetzApply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communityJoin our agency advice column: agencydarlings.myflodesk.com/signupConnect with Lauryn:Villain Branding: villainbranding.comLinkedIn: linkedin.com/in/laurynwarnickInstagram: instagram.com/lauryn.warnickConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co

Leadership is hard. Leading while running a business, managing a team of freelancers, and trying not to burn yourself out in the process? Even harder.In this episode, Melissa and Meredith sit down with Steve Guberman, founder of Agency Outsight, former agency owner who scaled to 12 people before selling, and now an agency coach who's helped hundreds of founders navigate the messy middle of growth.They get into the real stuff: How do you delegate without feeling like you're losing control? What does it actually look like to shift from doer to CEO? And what happens when your ego leads you to chase a "dream client" that nearly breaks your business?If you've ever wondered...How do I hold my team accountable without micromanaging?What's the difference between being a kind boss and being a pushover?How do I know if I'm ready to step into the CEO role, or if I even want to?What do I do when one client is taking over my entire business?...this one's for you.This episode is brought to you by:Copilot Money is the personal finance app that helps you navigate your finances with confidence. Copilot Money was built for the Darlings. It's a beautifully designed app that lets you track every card, account, budget, investment, and net worth trend in one place. Use our code DARLINGS for a 2 month free trial and get yourself set up for your next level of personal growth today. Get two months free with promo code DARLINGS at copilot.money/darlingsChapters:(00:00:00) Intro & Meet Steve GubermanFrom agency owner to coach helping hundreds of founders navigate the messy middleThe ego-driven belief that launches most agencies: "I can do it better"Why designing and running a design business are two very different things(00:05:11) Setting Expectations with Freelancers: The Lawful WayThe commitment-based approach to holding people accountable (without crossing legal lines)Why clear expectations must come before accountabilityThe difference between empathy and being a doormat(00:10:31) The Inner Conflict: Empathy vs. Running a BusinessWhen "leading with empathy" turns into self-sabotageAbsorbing everyone else's failures because holding them accountable feels meanThe Brené Brown moment: "You can lead with empathy and still be a good boss"(00:13:05) The Emotional Burden of Being Responsible for Others"People are depending on me to eat. That's a heavy burden to carry."The weight of being responsible for your team's rent, their kids' activities, their mental healthWhy this pressure can feel crushing even when you're doing well(00:19:21) CEO Is a Mindset, Not a HeadcountThe founder-to-CEO identity shift (it takes at least a year, often longer)Why you can be a CEO of a two-person agencyBeing honest with yourself about what you actually want to build(00:24:06) Steve's Agency Story: Winning the AOR That Changed EverythingThe massive AOR that doubled his agency overnightThe ego that drove him to chase that clientThe painful layoffs when it fell apart a year later(00:36:11) The Delegation Chicken-and-Egg ProblemWhen you can't afford to delegate but can't afford not toThe thousand-dollar-an-hour rule for founder timeGetting out of a toxic client relationship without blowing everything up(00:39:21) The Time-Tracking Exercise That Opens Founders' EyesFour highlighters: what to stop, start, delegate, and keepMaking delegation obvious instead of theoreticalFocus on the thousand-dollar-an-hour activities(00:44:52) Final Thoughts: Intentionality and Courage in LeadershipThe courage it takes to build the business you actually wantWhy the hardest work isn't in scaling, it's in being honest with yourselfReal empathetic leadership: ask what they need, clear obstacles, hold them accountableWant To Dive Deeper On These Topics?Episode 39: The High-Performance Hiring Method Every Agency Owner Needs with Natasha GolinkskyApply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communityJoin our agency advice column: agencydarlings.myflodesk.com/signupConnect with Steve Guberman:Website: agencyoutsight.comLinkedIn: linkedin.com/in/agencycoachInstagram: instagram.com/mrgubeConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co

We're seeing it everywhere: nearly every agency we work with is in the middle of a pivot right now or has pivoted in the past year. We're in a particular moment of needing to pivot, given what's happening in the world.According to the 2025 Agency Growth Benchmark report, over 60% of agencies between $500K and $3M in revenue undergo a positioning or offer reset every two to four years. And that's not surprising, because agencies at this stage need to level up every time they hit a new threshold. Pivoting doesn't need to be a sign of failure or that you did something wrong. It's a sign of outgrowing something. This worked for a while. It's not working anymore. Let's change it.If you've ever wondered...Why your agency feels stuck even though you're working harder than everHow to reinvent your business without risking the revenue you've builtWhen a pivot is actually necessary versus just shiny object syndrome...this one's for you.This episode is brought to you by:Copilot Money | Get two months free with code DARLINGS at copilot.money/darlingsChapters:(00:00:00) Introduction & Year of the Fire Horse(00:04:00) Why Every Agency Owner Is Pivoting Right Now(00:10:00) Pivoting Isn't Failure, It's Outgrowing What Worked(00:17:00) Signs You're Ready for a Pivot(00:23:00) The Four Types of Agency Pivots(00:33:00) How to Approach Change Without Burning It Down(00:37:00) The "Rebuild From Day One" Exercise(00:42:00) Testing Before You Commit(00:45:00) Bringing Your Team Along for the RideWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

You think you know what clients want. You've read the case studies, perfected your pitch deck, and rehearsed your differentiators. But what if you've been optimizing for the wrong things entirely?This week, we're pulling back the curtain with Rachel Huff, founder of Victoire & Co, an agency search consultancy that helps client-side leaders find the right agency partners. Rachel has spent her career on both sides of the table: years agency-side understanding the realities of pitching and delivery, and now working directly with brands to find their ideal agency fit. She sees the patterns agencies don't have visibility into, including the gaps between what's pitched and what's needed, and what separates agencies that become long-term partners from those that get ghosted after the first meeting.If you've ever wondered...Why you keep losing pitches to agencies that seem less qualifiedWhat clients actually discuss after you leave the roomHow to stop wasting time on RFPs you were never going to win...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:00:00:00) Welcome & Introduction(00:03:18) Does Agency Size Actually Matter?(00:07:12) Part Matchmaker, Part Therapist: Finding the Right Fit(00:09:49) The Questions Every Agency Should Ask Before Pitching(00:13:42) Stop Chasing Opportunities You Were Never Going to Win(00:18:19) What Small Agencies Should Actually Lean Into(00:21:38) Why Business Impact Beats Beautiful Slides Every Time(00:25:23) The Biggest Shift in Client Expectations(00:29:55) Who to Bring to the Pitch (And Why Titles Don't Matter)(00:34:35) The Transparency Rule for Freelancer Teams(00:39:02) Where Agency-Client Relationships Break Down(00:47:29) RFPs as a Biz Dev Strategy: The Hard Truth(00:55:12) Logos vs. Business Challenges: What Actually Wins(00:58:46) Lightning Round: Pitch Mistakes That Cost You the WinWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Rachel Huff:• Victoire & Co: https://www.victoireco.com/• Instagram: instagram.com/waverlyave.coConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

A lot of agency owners think winning big clients is about fancy credential decks, bigger case studies, or the perfect pitch presentation. It's not. It's a psychology game, not a proposal game. And if you're stuck in the small budget, high-maintenance client cycle, it's rarely because your work isn't good enough—it's because of the energy you're bringing, the positioning you're claiming, and the decision patterns you're signaling (maybe unintentionally) that tell bigger clients you're built for smaller work.In today's episode, we break down the psychology that separates boutique agencies who get overlooked from the ones who get chosen and trusted by enterprise companies. Big clients buy certainty. They're buying confidence. They're buying clarity. They're not buying deliverables.If you've ever wondered...Why you keep attracting small, executional, needy clients even though you're capable of bigger, strategic workHow to position yourself as a strategic partner instead of an execution armWhat signals you're sending that keep bigger clients from seeing you as their solutionHow to shift your energy, pricing, and sales process to attract higher-quality relationships...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsCopper | Get 15% off any annual plan with code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Why Winning Big Clients Isn't About Better Decks or More Case Studies(00:09:40) The Data: What Big Clients Actually Buy (Spoiler: Not Deliverables)(00:14:33) Small Energy vs. Big Energy: How You're Signaling Your Size(00:28:29) The Three Value Perception Levels (And Why You're Stuck in Level One)(00:36:27) The Authority Transfer Effect: Reducing Cognitive Load in the First 10 Minutes(00:39:09) The Paradox of Big Clients: The Less You Need Them, The More They Want YouWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

Most agency founders have been charging the same rates since 2021. You've given your team raises. Your costs have gone up. The economy has shifted. But your pricing? Still stuck at that number you picked three years ago based on vibes and what you saw other agencies charging.Today, we're handing you the formula to stop pricing emotionally and start pricing strategically. We break down the 2x multiplier that creates your absolute floor, the 10x principle that unlocks your ceiling, and the three consecutive yeses that signal you're leaving money on the table.If you've ever wondered...How to price confidently without just guessing what the market will bearWhen it's time to raise your rates (and by how much)Why you keep saying yes to projects that drain you financiallyWhat your pricing should actually be based on instead of competitor research...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Why Pricing Emotionally Is Costing You Money(00:09:40) The Pricing Sweet Spot Formula: Your 2x Base Price(00:26:13) How to Calculate Your Maximum Price (Outcomes Over Outputs)(00:37:01) The Three Consecutive Yeses Rule(00:45:25) When and How Often to Raise Your RatesWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

How to actually enjoy the money your agency is making without guilt, chaos, or burnout. That's the conversation Melissa and Meredith are having today, darling—because too many successful founders are still living like freelancers.You're hitting revenue goals. You're paying contractors, employees, covering taxes and expenses. But you're not paying yourself what you're worth. You're taking tiny distributions when cash flow is good and feeling guilty about everything in between. And if we're being honest? You wouldn't accept the job you have on paper—with that salary—from anyone else.In this episode, we break down the founder treat rule, the profit threshold bonus system, and percentage-based strategies that remove the guilt from paying yourself. Because your joy matters. Your wellbeing matters. And your lifestyle matters just as much as your agency's bottom line.If you've ever wondered...• Why you're hitting all your revenue goals but your personal lifestyle hasn't changed• How to pay yourself consistently without feeling guilty or putting the business at risk• What baseline salary you should actually be taking as an agency founder• When it's financially safe to take bonuses without accidentally putting yourself in the red next month• How to create guilt-free spending that fuels your leadership instead of depleting it...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Why Founders Struggle to Pay Themselves What They're Worth(00:03:15) The Founder Treat Rule: Recurring Guilt-Free Joy(00:08:12) Stats That Prove Founder Compensation Drives Business Success(00:09:11) Creating a Base Salary + Bonus Structure That Works(00:14:00) The Profit Threshold Rule for Guilt-Free Distributions(00:18:00) Percentage-Based Systems That Normalize Founder Pay(00:21:00) Creating Your "Fun Account" and Treating Yourself Intentionally(00:24:20) Why Your Joy Matters for Business ExpansionWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

Playing it safe got you here. But thinking small won't get you there. While most agency owners are planning incremental 20% growth, darling, we're challenging you to think exponentially bigger. Because your biggest year isn't going to come from optimizing what you're already doing. It's going to come from completely reimagining what's possible.In this solo episode, Melissa and Meredith break down four research-backed strategies that outperforming companies use to achieve breakthrough growth. Not the "work harder" advice you'll find everywhere else. Not the "double down on what's working" conventional wisdom. This is about expanding your identity, taking bigger bets, and building the confidence flywheel that makes massive growth feel inevitable instead of impossible. We're talking about the 10x thinking model, identity expansion, strategic big bets, and the confidence flywheel that compounds your wins.If you've ever wondered...• Why incremental thinking keeps you stuck in the same revenue range year after year• How to break free from the "safe option" mentality that's actually holding your agency back• What it actually takes to make this your biggest year without burning out• Why the version of you who runs a multi-million dollar agency makes completely different decisions• How to build momentum that makes bold moves feel natural instead of terrifying...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Welcome to Your Expansion Era(00:05:12) The 10x Thinking Model: Why Bigger Goals Force Innovation(00:09:45) Identity Expansion: Becoming the Person Who Runs That Business(00:14:32) The Big Bet Principle: Fewer Moves, Bigger Impact(00:19:28) The Confidence Flywheel: How Small Wins Build Momentum(00:25:06) Taking Bold Risks and Creating an Expansion Culture(00:31:42) Your 10x Goal Challenge and AccountabilityWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

Nothing drains boutique agencies faster than the black hole of pitching and RFPs. In today’s episode, we’re pulling back the curtain on a topic that every agency owner privately obsesses over, but very few talk about honestly: why pitches rarely convert, why proposals don’t win business, and why most agencies are building their entire biz dev system on a process that statistically works against them. We’re ending the season with a powerful reframe. Because stepping into a new year with your old RFP mindset is just… not the vibe, darling.If you’ve ever wondered…• Why you're prioritizing RFPs when they’re actually draining your time, margins, and confidence• Why your beautifully crafted proposals aren’t converting• What influences (or limits) your win rates more than any pitch deck ever could…this one’s for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Kicking Off the Season With Momentum & Fresh Energy(00:06:19) The Hard Truth About Pitches, Proposals & Why They Rarely Convert(00:22:08) Why RFPs Feel Like Momentum—but Rarely Move Your Business Forward(00:28:21) How Many Pitches Should You Actually Say Yes To?(00:38:42) Best-in-Class Pitching: How to Show Up Like the Obvious ChoiceWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

If you’ve ever hired someone you thought was “the one,” only to watch your team unravel behind the scenes, this episode will feel like a deep exhale. Today, we’re sitting down with Natasha Golinsky, the powerhouse founder behind On Purpose Projects, to talk about the part of agency ownership that most founders quietly struggle with: building a reliable team you can actually trust.Natasha is known for her non-bullshit, radically practical approach to leadership — the kind that comes from a decade of running a full-stack development agency, managing a 100% contractor team across time zones, and surviving real life: divorce, single-income seasons, motherhood, and a breast cancer diagnosis that changed everything. She’s lived the founder reality that so many women-owned agencies face but rarely talk about out loud: the exhaustion, the pressure to hold everything together, and the fear of letting go of control when the business depends on you.In this conversation, she walks us through the exact hiring and team-building method that has given her something almost unheard of in agency life: ten years with zero turnover — not one contractor has ever quit. It’s not luck. It’s not magic. It’s not “manifesting the right people.” It’s a system. A sharp one.You can get Natasha’s complete hiring system and learn how to find, interview, hire (and fire) virtual contractors like a pro at https://onpurposeprojects.gumroad.com/l/virtualcontractorsgameplan If you’ve ever wondered…• Whether the people you're hiring are the right fit or just the easiest to find• If your contractor team needs a real system for accountability and expectations• What it would take to finally delegate yourself without everything falling apart…this one’s for you.This episode is brought to you by:Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agencyChapters:(00:00:00) The Real Challenge of Building a High-Performance Team(00:05:18) Natasha’s Hiring Method: From 100 Applicants to the Perfect Fit(00:22:42) Filtering for the Right People and Setting Expectations That Actually Work(00:31:40) How To Set Expectations When Your Processes Aren’t Perfect (Yet)(00:37:12) The Two Non-Negotiables Every New Agency Owner Needs in Place(00:41:20) Stepping Out of the Doer Role and What It Really Takes to Let Go(00:50:56) Finding Your Number Two: Letting Them Lead and Loving the ResultConnect with Natasha:• Website: https://onpurposeprojects.com• LinkedIn: https://www.linkedin.com/in/natashagolinsky/?originalSubdomain=ca• Facebook: https://www.facebook.com/natashacgolinsky/• YouTube: https://www.youtube.com/@natashagolinsky-onpurposep2435• Upwork: https://www.upwork.com/freelancers/~01a1f03fb7162975e1Want To Dive Deeper On These Topics?• Natasha’s Hiring Process Course: https://onpurposeprojects.gumroad.com/l/virtualcontractorsgameplan• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

You know that sinking feeling when your sales pipeline starts to dry up? When the big deal you were sure would close suddenly stalls, and your perfectly forecasted month starts to look like a desert? We’ve all been there, darling. In this week’s episode, we’re naming it, reframing it, and turning it into your next big growth moment.We call it Pipeline Panic — that all-too-familiar moment when the phone stops ringing, the leads slow down, and your brain starts catastrophizing every possible worst-case scenario. But as we unpack in this conversation, those slow seasons aren’t proof you’re failing; they’re proof you’ve been in business long enough to see the natural rhythm of growth, rest, and renewal.If you’ve ever wondered…• What do I do when my pipeline slows down?• How can I tell that my agency is actually evolving?• When panic hits, how do I keep up momentum?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings/ Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agencyChapters:(00:00:00) When the Pipeline Slows Down(00:11:39) The Data Behind the Dip(00:16:29) Reframing Struggle as a Sign of Staying Power(00:20:39) Redefining Growth Beyond the Numbers(00:31:13) Creating Momentum Without the Hard Sell(00:44:30) From Panic to Power: Building Momentum TogetherWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

In this episode of Agency Darlings, hosts Melissa and Meredith provide an insider's guide to the ups and downs of the agency world, emphasizing the importance of vulnerability and empathy, especially during challenging times. They discuss the pressures of balancing work and personal struggles, particularly around the holidays, and share personal experiences of grief and loss to highlight the significance of being compassionate towards oneself and others. The episode encourages listeners to recognize the human side of business growth and to practice gratitude and understanding towards their teams and clients.00:00 Welcome to Agency Darlings00:22 Starting the Conversation: Vulnerability and Challenges03:29 The Impact of Personal Struggles on Professional Life06:04 Navigating Grief and Work10:30 Finding Balance and Avoiding Burnout24:07 The Importance of Gratitude and Reflection26:00 Closing Thoughts and Community Impact

The agency world doesn’t reward those who cling to “how it’s always been done.” It rewards the ones brave enough to redesign their business around what actually works — and what actually matters. In this powerful conversation, we sit down with Amy Jackson, founder and CEO of TaleSplash, to talk about what it really looks like to evolve your agency in real time.Over the past year, Amy has made bold shifts in her business, from niching into health, family, and safety brands to restructuring her team, rethinking her client criteria, and raising her rates with confidence. But what makes her story resonate so deeply isn’t just the transformation itself; it’s the honest, intentional way she approached every step.If you’ve ever wondered…• How do I identify a niche that actually energizes me?• What would happen if I stopped chasing volume and focused on building relationships?• Am I defining success based on what I want, or on vanity metrics?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings Chapters:(00:00:00) Niching Down Without Closing Doors(00:10:03) Learning Before Locking In(00:14:48) Defining the Right Fit(00:21:34) Redefining Success on Your Own Terms(00:30:35) Pricing with Conviction(00:38:16) Standing Your Ground with Premium Clients(00:46:48) Boundaries Build Better Businesses(00:53:32) Evolving the Team, Reclaiming the RoleConnect with Amy:• @TaleSplash on Instagram: https://www.instagram.com/talesplash• Amy on LinkedIn: https://www.linkedin.com/in/amyfjackson/• TaleSplash on LinkedIn: https://www.linkedin.com/company/talesplash/• Website: https://www.talesplash.com/Want To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

There’s a sneaky trap that almost every small agency falls into at some point: trying to be everything to everyone. And honestly? We’ve been there too. When you’re in the early stages, saying yes to every service, every client, every shiny opportunity can feel like the smart, safe thing to do. But the truth is, trying to do it all is the fastest way to burn out your team, confuse your clients, and hold your growth hostage.We’re diving deep into why doing less actually helps you win more. This isn’t about limiting your potential. It’s about focusing your energy where it matters most, building authority, increasing profitability, and protecting your time, team, and sanity.If you’ve ever wondered…• Is my agency doing too much?• What would it look like to confidently say “no”?• How can we narrow our focus?…this one’s for you.Chapters:(00:00:00) Why Doing Less Helps You Win More(00:07:33) The Power of Saying No(00:14:37) Generalists Compete on Price, Specialists Compete on Value(00:20:43) The Hidden Costs of Doing It All(00:26:03) Niche by Problem, Not Industry(00:31:10) Protecting Your Positioning with Partner CoalitionsWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

The agency world was never meant to be a one-character show. In a culture that glorifies doing it all at once — CEO, visionary, mom, partner, friend, athlete — we’re often left feeling like we’re failing at all of it. But what if the key to thriving wasn’t about finding “perfect balance”… but about owning intentional imbalance?This week, we sit down with Amanda Goetz, 2x founder, 4x CMO, mom of three, newsletter creator to over 150,000 readers, and author of the book Toxic Grit: How To Have It All And (Actually) Love What You Have. Amanda unpacks what it really looks like to live and work at full capacity without losing yourself along the way.If you’ve ever wondered…• Why do I always feel like I’m doing everything at once?• How can I stop reacting to everything immediately?• How can I show up fully in each season of my agency’s growth?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings Chapters:(00:00:00) Focus and Finish: Master One Thing Before the Next(00:09:27) Delegation Without Guilt: Building the Support You Deserve(00:23:58) Character Theory: Choosing Who Leads Your Life(00:36:55) The Urgency Trap, the Parking Lot, and Two Post-Its(00:49:59) You’re the Director — No One’s Giving You PermissionConnect with Amanda:• Order Toxic Grit: https://www.toxicgrit.com • Girlboss Podcast (soon to be Ambition 2.0): https://girlboss.com • Website: https://amandagoetz.com• Instagram: https://instagram.com/theamandagoetz• LinkedIn: https://linkedin.com/in/amandagoetzWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

We’ve all been there: you have a great discovery call, you’re vibing with the lead, and then… silence. No follow-up, no next steps, not even a polite “we’ve gone in a different direction.” They’ve vanished into the business void.Ghosting isn’t just for bad Tinder dates. In the agency world, it happens more often than anyone wants to admit. But here’s the thing: not every ghost is gone forever — and not every ghost is worth reviving. In this conversation, we’re breaking down exactly how to bring the right prospects back from the dead (and how to let the zombie leads stay buried).If you’ve ever wondered…• How to tell if a lead is truly dead• How to revive the right leads• How to show up as a trusted advisor instead of a desperate vendor…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at metricool.com/darlings Chapters:(00:00:00) When Ghosting Isn’t the End of the Story(00:05:28) Zombies vs. Caspers: Who’s Worth Reviving?(00:11:37) The Three Tests Every Ghost Must Pass(00:16:01) How to Reach Out Without the “Just Checking In” Energy(00:23:13) Turning a Catch-Up Call Into a CatalystWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

Are you tired of feeling like just another option on a client’s spreadsheet? Same. In this episode, we’re calling out the biggest trap agencies keep falling into: commoditization. That’s the fancy word for “clients treating you like you’re interchangeable,” which basically translates to constant price haggling, razor-thin margins, and burnout city. No thanks.Here’s the truth: you’re probably playing into it without even realizing it. Saying yes to the wrong clients. Offering too many “we can do everything” services. Giving generic answers like “we’re collaborative” when asked what makes you different (newsflash: everyone says that).We break down the shifts that pull you out of the price war and into the premium lane: niche with confidence, lead with outcomes (not deliverables), create frameworks that scream authority, and show up as a partner—not a vendor. Oh, and stop hiding your voice. Thought leadership isn’t optional if you want dream clients lining up.This isn’t about playing harder in a broken game. It’s about rewriting the rules so you’re seen as one-of-one, not one-of-many. Buckle up, darling—it’s time to stop discounting your brilliance.If you’ve ever wondered…• Am I competing on price instead of leading with value?• What makes my agency truly one-of-one?• Am I a strategic partner or just cranking out deliverables?…this one’s for you.This episode is brought to you by:Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agencyChapters:(00:00:00) The Race to the Bottom and How to Escape It(00:11:56) Commoditization Is a Choice(00:17:20) Niching, Outcomes, and the Power of Process(00:26:29) From Vendor to Partner: The Thought Leadership Shift(00:31:29) Choosing Differentiation as Your Growth StrategyWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

Too many agencies think discounting is good customer service. They're missing the bigger picture. Every time you slash your prices to "make a deal work," you're not just losing money, you're systematically undermining your own value proposition and teaching clients that your original pricing was negotiable all along. This isn't about being difficult; it's about running a business that respects its own expertise.Melissa and Meredith break down the brutal math behind discounting and why that "harmless" 20% discount means you need to double your volume just to hit the same profit levels. But the real impact isn't financial—it's psychological. When you discount, you're essentially signaling that your work isn't worth what you initially charged, and clients pick up on that uncertainty faster than you think.The agency world has normalized this race to the bottom, but smart agencies are doing something different. Instead of cutting prices, they're adding value, restructuring payment plans, and positioning themselves as premium partners who stand behind their pricing. While everyone else fights for scraps with discount strategies, the agencies who refuse to play that game are attracting clients who actually want to invest in results.If you've ever wondered why clients keep pushing for lower prices, question your expertise, or treat your proposals like starting points for negotiation, this episode will show you exactly how discounting culture created those problems, and what to do instead.If you've ever wondered...• How much profit am I losing due to “small” discounts?• What message am I sending clients when I lower my rates?• What would change if I stopped slashing prices and started adding value?...this one's for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan at https://metricool.com/darlings with code DARLINGSChapters:(00:00:00) The Real Cost of Being "Flexible" With Pricing (00:07:08) Why Discounting Trains Clients to Delay and Negotiate (00:13:56) The Math That'll Make You Stop Discounting Forever (00:18:47) Profit Margin Erosion and Brand Perception Damage (00:22:21) Smart Alternatives to Slashing Your Prices (00:27:04) Payment Plans vs Price Cuts (00:34:00) Standing Your Ground Without Losing Good ClientsWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

The business guidance over the last few years has felt like someone telling you to sit quietly and wait for rescue. That's not the energy we're bringing, darling. While others are dwelling on how challenging things have been, the agencies absolutely flourishing right now have discovered something powerful: they're not building their empire for someday - they're building it for today. In this empowering conversation, Melissa and Meredith share what it really takes to create a resilient agency that thrives. They're celebrating the end of the "waiting for perfect conditions" era and inviting agency owners to step into a bold new approach that honors exactly where you are right now.Welcome back to Season 4! After a summer hiatus filled with major life changes - moves, surgery, and business milestones - Melissa and Meredith return with a bold declaration: resilience isn't just a buzzword, it's the foundation of every agency that will survive the next decade. This season opener sets the tone for what's ahead with an honest conversation about building anti-fragile agencies that thrive in uncertainty.If you've ever wondered...• How your agency can flourish instead of just surviving• How certain agencies seem to dance through economic challenges while others struggle• Whether you're meant to embrace the ever-evolving nature of agency life...this one's for you.What to expect in this episode:• Why waiting for "normal" business conditions is the riskiest strategy of all• The mindset shift that separates thriving agencies from struggling ones• How to reframe business ups and downs as intelligence, not failure• The uncomfortable truth about whether you're suited for agency life• Practical strategies for building businesses that get stronger during uncertainty• Why the last five years might be the new normal (and why that's good news)• How to use resistance and pushback as innovation opportunities• The difference between surviving change and designing for itChapters:(00:00:00) Why Resilience Matters in Agency Life(00:06:32) Shifting from Hustle to Sustainability(00:14:08) Lessons from Setbacks and Failures(00:22:47) Practical Tools to Reframe Challenges(00:31:55) Building a Community of Support(00:40:10) Final Takeaways and Daily PracticesWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co