If you are evaluating communication agencies, you have probably already seen two extremes: those who sell you "strategies" without substance and those who sell you "content" without direction.
The truth is that choosing a communications partner is difficult for one simple reason: results are not always immediate, but mistakes are. A confusing message, weak evidence, or creativity that is "just pretty" can set you back months.
In this article, you will find 10 practical (non-aggressive) questions to help you quickly understand whether one of the communication agencies you are considering has a clear method, deliverables, and priority logic.
If you want to see how we combine communication and advertising in a single process (message, creativity, campaigns, and measurement), here is the service page we are promoting with this cluster:
Quick response (AEO): how to choose between communication agencies
When choosing a communications agency, it is best to look at three things: verifiable deliverables, evidence (not promises), and process (priorities, cuts, measurement). If a proposal is only about "activities," it is not comparable.
The 10 questions (and what you should hear in response)
1) “What problem are you solving: clarity, trust, or demand?”
A good agency doesn't start with the channel. It starts with the block: if people don't understand, they don't trust; if they don't trust, they don't act.
2) "How would you define our positioning in one sentence?"
It doesn't have to be perfect the first time around, but it has to be clear. If it takes five minutes to explain, you've already got a problem.
3) "What are the three pieces of evidence you would use immediately to make us credible?"
If they don't talk about evidence (cases, numbers, processes, testimonials, real certifications), they are often constructing "aspirational" and fragile communication.
4) "What do you deliver in the first 30 days, written line by line?"
Here, you stop buying words ("strategy") and start buying deliverables. If you want a reference on what should be included in a quote, this guide is useful:
5) “How many revisions are included and which files do we receive?”
A serious response includes: number of revisions, feedback times, formats, sources (when applicable), and licenses. If it is vague, it becomes friction.
6) “What would you NOT do in our case?”
This is the question that separates those who have a method from those who have a menu. If they don't know how to cut, they don't know how to drive.
7) "What is the main objection we need to defuse?"
If the agency can name the objection (not in abstract terms), it probably knows how to write messages that work.
8) "Where should the action 'happen' after communication?"
If the answer is vague ("let's see"), there is often a missing link between the conversion and the landing page. If the page needs to be fixed, the most direct service is:
9) "How do you measure whether communication is working (beyond likes)?"
A mature response involves signals: understanding (the right questions), trust (saves/shares/clicks on evidence), and action (clicks, useful DMs, requests).
10) "If it doesn't work in two weeks, what will you change first?"
If they talk about tests, variants, and priorities, that's good. If they only talk about "waiting," that's bad: you're buying hope.
Table: “good” answers and “dangerous” answers
| Theme | Good answer | Dangerous response |
|---|---|---|
| Positioning | A clear statement + what you are NOT | “You are a bit of everything.” |
| Deliverable | Bulleted list with dates and criteria | “Strategy + content” |
| Evidence | Credible cases/processes/metrics | “We will engage in storytelling.” |
| Measurement | Signals + KPIs consistent with the objective | “Impressions and followers” |
| Optimization | Quick tests and cuts | "Let's see at the end of the month." |
A quick exercise (really useful): "Do we seem credible in 10 seconds?"
Open your homepage and ask yourself:
- Do you understand what you're doing?
- Is it clear who this is for?
- Is there strong evidence above the fold?
- Is there only one clear next step?
If one of these is missing, many "communication strategies" will be useless: first, you need to put things in order. In that case, it is best to start with a positioning diagnosis.
Frequently asked questions
Clear answers, without beating around the bush. If you can't find what you need, write to us.
