Let Them See The Real YOU
Jerry Fletcher
Consultant Messaging Master, Int'l Professional Speaker, I find the words and graphics individuals and organizations use to become even more memorable and more profitable
During a podcast the other day I was asked,
“Why are ad agencies notoriously so bad at new business?”
It was a reasonable question as I have run an agency, been a new business guy and have consulted with ad agencies, direct marketing firms and a host of independent professionals.
3 Reasons:
1.??? They’ve bought into the idea that creativity trumps business sense.
2.??? They stake their reputation on industry awards instead of proven results.
3.??? Most are extremely short-term oriented.
Ingenuity
Ingenuity is the ability to think creatively about a situation or to solve problems in a clever way. It is the hallmark of every successful marketing professional from solo consultant to international ad agency. It is based on knowing and understanding the client’s business and finding an approach to communicate about their product or service in a way that solves the problem they have. In other words the creativity of the agency staff is linked to the client’s business not some off-the-wall idea that is not related.
If that is your approach, let them see the real you.
Awards
Ad industry awards tend to be given for “creative” approaches rather than proven results. Unfortunately, the perception is that big awards will generate presentation requests from new clients. Yes, there will be inquiries but what do you say after you say hello? Frequently such requests will lead to massive outlays of time, tying up the best teams in the company at exorbitant costs.
The most powerful presentations do not try to solve the prospect’s problem but rather demonstrate the way the organization brings their processes to bear. It incorporates before and after demonstrations from previous clients and cites the concrete results delivered. Want to short circuit these expensive dog and pony shows? Take the client to lunch with a happy client.
Let them see how the real you changed that client’s life.
Life-Time Value
In my view, a client is forever. That is not the attitude prevalent in the ad game. Agencies are not structured for the long haul. For the most part, their processes do not reflect the long-lasting value of a client but rather an estimated LTV of months or just a few short years.
All of us want to do business with those we know, like and trust. The long view of a relationship makes any agency more credible.
Take the long view. Be more credible. Let them see the real you.
?Credibility Leads to Cash.
The Takeaways:
1.??? Ingenuity, based on better business understanding is truly creative.
2.??? Proven results trump industry kudos.
3.??? The long view pays off.
I’m Jerry Fletcher, strategic messaging consultant and professional international keynote speaker. I find the words individuals and organizations use to become even more memorable and more profitable. Learn more at my web sites:
This is my latest book. Get more information and Order now at: https://jerryfletcher.kartra.com/page/keX271