Who knows better?

When I go to visit my doctor, I listen to his advice and do not act like I know better. You will not hear me say to my internist, "yeah maybe, but I know my body for 47 years and will do it my way". Nor would I state to my nutritionist who reminds and informs me to eat more fruit, for me to come back with a "french fries are healthier". However, after more years than I would I like to admit perfecting my knowledge of advertising, I hear from the chief, cook and bottle washer that they know better in regards to how to develop their advertising strategies and materials. Huh?

There has got to be something wrong with this picture. I'm sure you will not be surprised to hear that when a prospect contacts my office requesting to advertise on TV, they are ready to get to the bottom line and move on with their day in just a few minutes.  This is way before a needs analysis has been performed, an understanding of their customer base, what works and what has not worked in regards to promotions, public relations, marketing and advertising.

This is what amazes me. These overly busy people are prepared to spend thousands of dollars on a campaign, with out even reviewing the basics of their business plan.  If I were to simply offer a cold price out of the blue with zero relevance to how and why I can help, then isn't the price just a number? What if they spent three thousand a month for sixth months, but brought in nine thousand a month in profits, how much did the campaign cost? With a successful campaign, advertisers are not shelling out another cost, but investing in the long term growth of their business with a healthy return on investment. 

Yesterday, in a meeting, my prospect shared that a bland, boring voice will not impact the commercial and it would not matter if  a professional voice over were to provide the voice of the piece.  Since my clients are really important to me, I walk a fine line of not sounding like a know it all, but attempting to increase their campaign ads with common sense and expertise. DonTolep.com