Oct 14, 2026 · 14 min · 10 segments
***Summary:*** Most agency prospects don't want another audit telling them what's wrong. They want to know how much more they could earn and how to get there. In this episode, I share how I…
Sean LangHost
So most agencies that I talk to use audits to show prospects exactly what's wrong with their marketing.
But prospects are far more interested in what they could achieve and what it's worth and also just how to get there.
How do they get out of that pain? How do they achieve that thing that they want to achieve? Now, free audits usually don't convert very well.
The problem is that when you lead with, "Do you want to hop on a call?" Literally nobody wants to hop on another sales call.
There's no clear values- value exchange, right? The prospect knows that you're just going to want to sell them something, and it's very, very one-sided.
Now, the problem with a free audit is that the word audit implies you're going to criticize them, you're going to find problems, you're going to show them the things that they're doing wrong, and they probably already know that they're doing a lot of things wrong.
It positions you as somebody looking for faults, and the prospect probably already suspects that their marketing isn't perfect.
I don't know about you, but every time I've hopped on a free audit, one that was, you know, unsolicited, one that I didn't ask for, I've kind of been like, "Thanks, but no thanks.
I don't want this." Now contrast that with something positive, something action-oriented, language that includes terms like growth, opportunity, plan, potential, improvement.
So most agencies that I talk to use audits to show prospects exactly what's wrong with their marketing.
But prospects are far more interested in what they could achieve and what it's worth and also just how to get there.
How do they get out of that pain? How do they achieve that thing that they want to achieve? Now, free audits usually don't convert very well.
The problem is that when you lead with, "Do you want to hop on a call?" Literally nobody wants to hop on another sales call.
There's no clear values- value exchange, right? The prospect knows that you're just going to want to sell them something, and it's very, very one-sided.
Now, the problem with a free audit is that the word audit implies you're going to criticize them, you're going to find problems, you're going to show them the things that they're doing wrong, and they probably already know that they're doing a lot of things wrong.
It positions you as somebody looking for faults, and the prospect probably already suspects that their marketing isn't perfect.
I don't know about you, but every time I've hopped on a free audit, one that was, you know, unsolicited, one that I didn't ask for, I've kind of been like, "Thanks, but no thanks.
I don't want this." Now contrast that with something positive, something action-oriented, language that includes terms like growth, opportunity, plan, potential, improvement.
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