A Monday Morning Memo for the Clients and Friends of the Wizard of Ads
Ad writers answer the telephone like teenage girls who have been waiting for their boyfriends to call. “Hello, Hello is it you?” What they hear is most likely this: “I need some new ads. And make sure they’re good ones.” (Click)
Oh yeah, that always inspires them.
CEOs, if you haven’t taken the time to convince your ad writers, how do you expect them to convince the world? Your sales job is comparatively easy. The mind of the ad writer is anxious and open and they willingly give you their undivided attention. Can the same be said of your customer?
The job of selling must necessarily begin with the ad writer.
True selling is never based on pressure, deception, trickery or gimmicks. True selling is nothing less than a transfer of confidence. This is why your ad writer desperately needs to believe in you and in your company. Customers say, “let me think about it,” only when they lack confidence that your company has the best solution to their problem. When customers have confidence, they say “yes” and give you their money. The job of an ad writer is to transfer confidence to your prospective customers.
How can your writers transfer that which they do not have? As CEO, one of your most vital jobs is to sell the people who will write your company’s ads. Are you making this most important sale?
Can you think of any other investment of your time that might yield as high a return?
Roy H Williams
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You know those shows where people call in and vote on different issues? Did you ever notice there’s always like 18% that say, “I don’t know.” It costs 90 cents to call up and vote…They’re voting “I don’t know.” “Honey, I feel very strongly about this. Give me the phone. (Into Phone) I DON’T KNOW!” (Hangs up looking proud.) “Sometimes you have to stand up for what you believe you’re not sure about.” Andy Rooney
