Authors and Thought Leaders · MSW Interactive Designs
A 26-Year-Old Agency Nearly Doubled Once She Niched Down
Sandy Waggett had been in business 23 years when she joined Seven Figure Agency. She niched down on her very first visit, traded piecemeal services for full performance programs, and nearly doubled her revenue over the next three years. Her clients are now New York Times bestselling authors and thought leaders, and she is in the room with them as the expert.
Sandy Waggett, MSW Interactive Designs and Infinite Use, filmed at a Seven Figure Agency intensive.
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Auto-transcribed from the video and lightly cleaned for readability.
We perform better and our clients get better results, and our annual revenue and recurring revenue has almost doubled. I am Sandy Waggett with MSW Interactive Designs and Infinite Use. Before joining 7-Figure Agency, I was actually at over a million in MRR, but my agency's twenty-six years old. So I joined 7-Figure Agency three years ago, and now we're approaching two million now that I've niched down, which I learned from 7-Figure Agency on my first visit.
7-Figure Agency has, changed my business by getting me to think that bigger. Instead of piecemeal services, we now offer performance programs. And those performance programs include everything at a much higher price point to a niche, a, a niche target audience, which has just changed the absolute game as far as MRR goes. Since joining 7-Figure Agency, my agency has shifted from piecemeal, services to, full performance marketing programs, and those performance marketing programs encompass all of our services at a much higher price point to a targeted niche.
We perform better and our clients get better results, and our annual revenue and recurring revenue has almost doubled. The most valuable component, for me, with 7-Figure Agency is the ability to come and learn from some of the best in the business and also a lot of the younger minds in the room because they have incredible ideas and they're so full of energy. And as a veteran in the industry, it's very exciting and refreshing, to me. And the ideas in this room and the brilliance in this room is just second to none.
So the growth has impacted my life personally from the standpoint that, Josh and his team, encouraged me to think bigger. And so ultimately my niche is authors, New York Times bestselling authors and thought leaders, and now I am in rooms with those people, presenting to those people as the expert. And, I actually closed one of the biggest deals of my life so far , which is speaking at MIT to the Gathering of Titans, which is a hundred of my ideal clients. Uh, certainly will get a lot of business out of that, I have no doubt.
Why you should join 7-Figure Agency, the reasons are endless, but like I said, twenty-six-year agency, I joined at my twenty-third year in business, and my only regret is not joining ten years earlier. I'm not even sure if it existed ten years earlier, but get in. You will learn a lot, you will grow faster, and you will raise the level of your agency to unknown heights. I mean, it's just insane how good it is.
Twenty-Three Years In, and Still Selling Piecemeal
Sandy joined Seven Figure Agency three years ago, at year 23 of a now 26-year-old agency. She was not a beginner and she was not broke. She was selling services one at a time, the way most established agencies do, and that ceiling is quieter and harder to see than the one a startup hits.
She niched down on her first visit. That single decision is the one she credits for everything after it.
Performance Programs Instead of Services
The mechanical change was the offer. Instead of selling a website here and some SEO there, MSW Interactive Designs now sells performance programs that bundle everything the agency does at a much higher price point, aimed at one specific audience. Her summary of the result is the whole case for niching: the agency performs better, the clients get better results, and recurring revenue nearly doubled.
She is clear that the thinking had to change before the offer could. Josh and the team pushed her to think bigger than the packages she had been selling for two decades, and the higher price point only worked because it was pointed at a niche that valued the outcome.
From Vendor to Expert in the Room
Her niche is authors, specifically New York Times bestselling authors and thought leaders. The status change that came with it is the part she describes personally: she is now in rooms with those people, presenting to them as the expert rather than pitching as a vendor. She counts speaking at the Gathering of Titans at MIT, in front of about a hundred of her ideal clients, as one of the biggest deals of her career so far.
What She Would Do Differently
Sandy’s one regret is timing. She says she wishes she had joined ten years earlier, then adds the honest caveat that it may not have existed ten years earlier. The point stands for any owner with a long-running agency: the years of experience do not automatically produce the structure, and the longer you sell piecemeal, the longer the ceiling holds.
She also credits an unexpected source for the momentum: the younger owners in the room. As a veteran of the industry she finds their ideas and energy refreshing, and she treats the room as a place to learn rather than a place to be the most experienced person present.
What made it work
- Pick the niche before you touch the pricing. The higher price point only lands inside a niche.
- Replace piecemeal services with one performance program that includes everything.
- Raise the price to match the outcome, not the hours.
- Get into the rooms your niche already gathers in, and go as the expert, not the vendor.
- Experience is not structure. A 20-year agency still needs a roadmap to break its ceiling.
Established Agency, Flat Revenue?
Sandy nearly doubled a 26-year-old agency by niching down and rebuilding the offer. That is the first thing we work on together.