E206: Stories, authenticity, and marketing your agency with Nicole Osborne

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Nicole Osborne was just voted one of 2021’s Top 30 Marketers that Inspire by MarketEd.Live, along with the likes of Rand Fishkin, Seth Godin, and Andrew Davis.

A marketing coach for digital agency owners, she’s based in London but is originally from Eastern Germany. She runs a program called Wunderstars.

Episode highlights:

  • Where agencies tend to struggle, and how Nicole wants to help them.
  • Agency owners may market for their clients, but their own marketing often takes a back seat. Sound familiar? Why that is and what to do about it.
  • What happens when you show too much personality. Is that possible?
  • What you have that makes your agency different.
  • Where the panda thing started (a little UGURUS history!). 🐼🐼🐼
  • Which stories you should usecase studies, your team, history, etc.
  • How to filter on social—and how to tie it in with your messaging.
  • How to be authentic without turning phony.
  • Best advice: Know what your success looks like.
  • Habit that contributes to success: Being energetic and positive
  • Recommended tool: Headspace for meditation
  • Recommended book: Essentialism by Greg McKeown
  • Run time: 32:29



  • “I always want to make things goodlook good, sound good.”
  • “We try to make ourselves bigger.”
  • “He’s an entrepreneur with battle scars.”
  • “When you tell a story, it evokes positive emotions.”
  • “We like David Hasselhoffwe don’t like this guy.”
  • “We have to be aware of how we come across.”
  • “When you find something that’s so authentically you, it’s not an act. It’s quite easy to keep it up.”


  • A great “About Us” page = lots of personality and stories.
  • Social media… you need a filter to evaluate and keep your values consistent! Is it adding value? How would potential clients feel seeing it?
  • Spend time writing down how you want to show up. Your brand, your agency, etc.