Most people think I go to work, write a few headlines and then scoot off to lunch only never to return until the next day. Come to think of it that would be nice; but we all know it doesn’t work that way.
So what it is that I do? I Sell.
But I’ve come to realise that I do not only sell products to consumers; but also sell advertising to clients. So to be able to sell, I need to be able to sell the idea to the client first before being given the go-ahead to sell products to the end consumer.
Sounds confusing? But here’s the kicker.
Before I can even think about selling anything, I first must sell the idea about selling an idea to a client to sell a product to a consumer to my partners first. And I haven’t even written a single line of copy yet.
So with all this selling going on, you tell me… Isn’t advertising fundamentally about selling? Or rather shouldn’t it be all about selling?
Every CEO thinks about how much money he is making as opposed to how wonderful his company’s advertising is, which may be the reason why you see lots of crappy (but often effective) ads out there.
So is there a way to balance a strong sales-driven message with compelling creative? Last I checked, it was called Direct Marketing.