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Do you rely on referrals to fill your pipeline?

Do prospects ghost you after you send a proposal?

Are retainers drying up in favor of
projects that aren't predictable or profitable?

Do you constantly overservice clients
without ever making up the overage?

Is it impossible to carve out a few hours each
week to work ON your business?

Is work/life balance elusive for you?

Did You End Up Creating a New, Low-Paying Job for Yourself... Instead of Building a Sustainable and Profitable Business?


Some agency owners are more like firefighters.

They spend every day putting out fires, dealing with one emergency after another.

That's okay if you're an actual firefighter.

But you can't grow your agency that way.

And this is where most business owners hit a brick wall.

Does any of this sound familiar?

  • You don't have a business plan or know where you're spending your money.
  • You can't accurately project cashflow because you don't know when you'll win the next client.
  • You network and try to grow, but can't get past a revenue plateau.
  • You can't break free from one-on-one client work (because clients only want to work with the person whose name is on the door).
  • You don't have time to create processes or systems, so you're unable to hire or delegate to free up your time.
  • If you have a team, turnover is high and morale is low.
  • No one likes their job, not even you!
  • You keep trying to make agency marketing a priority, but it gets pushed back for client work.
  • You have no idea how to scale your agency—or just pay yourself a wage equal to your level of expertise.

Those are all big red flags.

Just one of them can be detrimental. Two or more are downright dangerous for your firm.

Because you can't stay stuck IN your business and also work ON your business to grow it.

Eventually something has to give. 

(Usually it starts with your sanity!)

Hi, I'm Gini Dietrich, the CEO of Arment Dietrich, a marketing communications firm based in Chicago. I also am the founder and author of Spin Sucks (both a book and a blog)I am the host of Spin Sucks (the podcast), co-host of Inside PR, co-host of the Agency Leadership podcast, and co-author of Marketing in the Round.

You could say I live and breathe all things PR (well, that, cycling, and a precocious mini-me).

I've run an agency for the past 14 years and counting! I took it virtual eight years ago and today have employees distributed across North America and Europe (which is awesome, BTW!).


As the founder and CEO of my own firm and an advisor to corporate clients, I understand WHY agency owners get stuck in this situation...

...and I know EXACTLY what it takes to break out of the cycle and start growing your firm to $300K, $500K, $1MM, $5MM, and beyond.  

Imagine what THAT life would look like:

  • You have a clear business plan. You're confident about how much money is coming in AND where it's going...you could even sell your agency if you wanted to.
  • You're growing your revenue, but even better, your profits increase every year.
  • You have a team that works with clients, and you're free to focus on business
    growth (or you can cherry pick clients, working with them directly only when and if you want to).
  • Your firm is run on proven systems so you're able to delegate all of the non-essential stuff and grow your team to grow your business.
  • You invest in professional development for yourself and your team, and you have a company culture that makes people love their jobs (including you!).

Sounds like a business owner dream life...but it's totally possible.

So how do you go from where you are now to this dream life?

I'm going to tell you.

However, before I do, there's a little known secret you should know about.

A Little Known Secret

Did you know the masters all have coaches? 
 
Michael Jordan had a coach (arguably one of the best of all time). Steph Curry has a coach. Steve Jobs had business advisors. Nearly every leader of growth companies belongs to a professional organization and works with business advisors.
 
Even the CEO of Wal-Mart has a business advisor (maybe even more than one).

It seems counterintuitive. You wouldn't think someone at that level would need counsel or strategic advice. I mean, shouldn't leaders we all look up to have it all figured out?

Absolutely! 
 
But the reason they seem to have it all figured it out is they use multiple brains to brainstorm, innovate, challenge ideas, get help, and sometimes just vent.

My point is this: the kind of professionals who bring in outside advisors are the go-getters. The ambitious. The people who are good at what they do and continually strive to hit that next level.

While everyone else thinks they can just read a book and do it all on their own, top performers know the right advisor can help you apply that material and get results quickly.

Top performers KNOW this is true, so rather than fight against it, they gladly work with someone who can help them get to that next level as quickly as possible.

It’s like rocket fuel for your career.


Now, that’s something I do for PR firm owners. However, until fairly recently, I could only offer that level of counsel and strategic thinking to corporate clients, who can pay six figures in annual fees.

But I’ve heard from so many of you who are struggling to grow your business.

Who know what you SHOULD be doing to grow, but just aren’t sure HOW to actually do it.

And I wanted to figure out how I could help you, too.

Reintroducing... 
Spin Sucks Coaching

In 2015, I launched the Spin Sucks mastermind, got to work with 15 incredible agency owners, and watched them take the bull by the horns and solve their challenges (those listed at the top of this page—and more).

We put the mastermind on hiatus while we focused on Close More Clients, Agency Jumpstart, and our agency clients. But I miss the one-on-one coaching and I miss processing issues and solving challenges with my peers.

Imagine being able to work with the brightest minds in your industry. The go-getters. The people who are making real change.

That's what we were doing for several years and we want to bring it back—and give you the opportunity to do the same.


For one year, I give 15 agency owners my individual attention, along with the strategies and methodologies I’ve used successfully in my own firm and to create the number one PR blog in the world.

Here is what you are going to learn:

* How to plan for a year of business growth, profitability, and success.
* How to incorporate a minimum of seven revenue streams into your business.
* How to build a passive income source that makes money while you sleep.
* How to integrate a complete PESO model into your business growth.
* How to use non-traditional PR tactics to grow your business.
* The latest trends and how to include them in your business development.
* How to hire, when to hire, and what kinds of processes to put into place.
* Advice on tools and technologies to help you do your job.
* And so much—much, much—more!

And here is how you're going to accomplish all of this and more:

  • A monthly video chat meeting with your fellow mastermind members and me.
  • Email, text, and Slack access to me.
  • Access to a private group forum where you can get support and advice.
  • Monthly open office hours where you can meet privately on the phone with me.
  • Issues processing, and help with the things you need the most help with but can't discuss with colleagues, friends, or family.
  • Monthly homework and accountability. 
  • Business growth (assuming you do the work we recommend).
  • Profitability (we joke that we are creating ATMs out of our computers).
  • General life and career support.

Most importantly, you'll have me in your corner. As long as you do the work, I won't let you fail.

Now, that said, this program isn't for everyone. And there is an application process, so just entering your credit card information dosen't guarantee you one of the 15 seats.

That's because I want to curate the best of the best—a group of doers who are ready to get to that next level AND who mesh well with one another.

We're going to have fun, but we're going to work hard, too. 

To make sure that happens, I'll personally interview each person who applies to the program to make sure they're a good fit. That means if you're invited to join, you're going to love your fellow group members...and they'll love you.

Who Should NOT Apply?

I want to be completely upfront about who can benefit from this program, and who can't. I won't ever waste someone's time if they aren't a good fit, even it means not filling a program to capacity.

So you should not apply if:

  • You can't commit to a full year of working with me and your fellow masterminders.
  • You can't commit to participating in the private forum, both to your benefit and that of your fellow masterminders.
  • You don't like group meetings, group learning, or groups of people in general.
  • You don't control your own schedule and will often have interruptions from executives, colleagues, or clients that require you to miss our monthly meetings.
  • You won't show up for our monthly one-on-one time with a prepared agenda.
  • You don't have the time, resources, or patience to build additional revenue sources.
  • You can't build in time to work ON your business instead of in it.

If any of the above applies, this particular program is not the best fit for you.

How to Know if Spin Sucks Coaching
IS Right for You

Okay, so who IS this program for?

I'd love to hear from you if any of the following apply:

  • You are stuck working IN the business, and desperately need some proven strategies to get out from under the work so you can work ON your business.
  • You don't pay attention to things such as cash flow projections or your P&L...until your accountant makes you, and then you still don't understand what you're being told.
  • You have no idea which clients are the most profitable and which employees are the highest value, from a monetary perspective.
  • You have huge, huge aspirations, but get overwhelmed and don't know where to start.
  • You know you need more than one revenue source, but you don't know how to build anything beyond selling your time.
  • You get overwhelmed by all of the latest and greatest trends, but want to incorporate them into your business growth.
  • You are lonely because there is no one to talk to and to help guide you through challenges or issues.
  • You have a stable business, but you've been stuck at the same revenue (or lots less) for a couple of years.
  • You're tapped out of ideas, but absolutely want to be more innovative.
  • You just need a group of friends who get you....really get you.

If you found yourself thinking, "Yeah, that's me," then I'd like to talk with you.

What Other Coaching Clients Have to Say

Bill T.

Agency Owner
"I needed to accelerate my agency's growth. Since starting work with Spin Sucks, I've been able to close the business that was dragging along—and am now doing more new business and consistently increasing my revenue." 

Mary G.

Agency Owner
"Since starting my work with Spin Sucks two months ago, I have closed three new clients at higher retainers—and have hired a contractor to help. I'm making great progress, particularly in asking for budgets that are more closely aligned with my expertise." 

Ed M.

Agency Owner
"Working with Spin Sucks has completely changed my mindset. The work we've done together has farther reaching implications than just revenue growth. We've completely changed our business model and now make money while we sleep."

The Investment

The investment is $30,000, paid in 12 monthly installments of $2,500. (If you are an Agency Jumpstart or Close More Clients client, your investment is $24,000 annually—or $2,000 per month.)

There is a $500 deposit to apply (waived for aforementioned clients). If you are a good fit and we move to the next step, I will apply your deposit toward your first month's fee. If we determine it's not right for you right now, I'll immediately refund your deposit. There is no risk on your part and we get to spend some time chatting. We both win!

This program is not inexpensive because you’re still getting my time. But, it isn't anywhere near the six-figure price tag we charge to do the work for our corporate clients.

How to Apply

To get started now, make your deposit. Once received, Dawn Buford will send you an email with an application so please watch for that. Fill out the application and hit submit and she'll contact you to schedule a time for us to chat. 

After the interview, if we both agree to move forward, then you're in! You'll pay $2,000 the first month. Then, your credit card will be automatically charged $2,500 every month for the next 11 months.

If you or I feel that this program isn't the best fit for your current goals, no harm at all. The community and the blog will continue to be there for you. 

Note: because I'm committing to you for a full year, there will not be a money-back guarantee for this program. So make sure you're committed to this and are fully prepared to dive in and do the work.

Do that, and you won't believe where you'll be in just one year from now.

I'm excited about re-launching this program. And I can't wait to see the incredible growth from yet another group of 15 ambitious agency owners.

This is a personal passion of mine because I've been where you are and I know what it takes to get unstuck. Because I've been there, I know what it's like to try to find guidance from someone who has been in your shoes.

First of all, there are very few agency owners out there who are willing to help others. Then there's the whole competitive thing (I have a very different view on that). Also, I know those who do work with agency owners don't have a process for helping you grow or for holding you accountable.

And the biggest problem of all: none of them have actually run their own agency.

So how can you be sure they can really help you?

That problem is why I created this program.

I take this seriously and I take your results seriously.

I've managed to run a successful firm, stay ahead of the trends, and build a huge brand within the industry. I want to use all of that experience to help business owners like you hit that next level, too.

Let's do this!

P.S. If you're stuck and you DON'T apply, what's your plan?

Because even if you don't do this, I hope you'll do something. I hope you'll decide that today is the day you're going to turn things around.

Otherwise, the situation just gets worse. I've seen it happen so many times.

You get burned out. You eventually dread going to work (if you don't already). The exhaustion and lack of joy affects not only your career, but your family and loved ones. You may even start to resent your team and your clients.

It's not a pretty picture! I don't want that for you, and it doesn't have to be that way. But it's up to you to take the first step...