Why Best-Kept Secret Agencies Are Like Fire Extinguishers in Locked Closets

If being the “best-kept secret” is part of your agency’s brand story… that’s not a flex. That’s a red flag.

I can’t tell you how many agency leaders I’ve spoken to who say this like it’s a compliment. They say it with pride.

Meanwhile, their pipeline is dry—and that’s why we’re on the call.

But here’s the truth: if your agency is truly exceptional, why are you still a secret?

That mindset doesn’t signal strength. It signals a visibility problem.

It’s like having a state-of-the-art, fully charged fire extinguisher locked in a supply closet during a fire.

Sure, it works. But no one knows it’s there. No one can reach it. And by the time someone does, the damage is already done.

Being the “best-kept secret” means your story isn’t being told. Your expertise isn’t being shared. And the market has no idea why they should care.

Let’s look at the data.

According to The Agency Edge: Getting Hired in 2024:

• 87% of buyers say they’ve at least heard of the agencies they seriously consider.
• 36% were drawn to an agency because it had something unique to say.
• 35% were intrigued because the agency shared relevant, helpful insights.

So being “great” behind closed doors isn’t enough.

Buyers hire agencies they know, trust, and learn from—before a sales conversation ever happens.

The fix?

• Start by understanding the real problems your audience faces.
• Then, develop a clear point of view on how to solve them.
• Package that POV into thought leadership content—articles, webinars, newsletters.
• Run demand gen campaigns so your ideas actually get seen.
• And finally, use targeted outbound to open real conversations.

You don’t need to be loud for the sake of it. But you do need to be known.
Because the best-kept secret?

It’s rarely the agency that gets hired.

It’s time to unlock your firm’s full potential.