The Absolute Truth About Marketing
Friday, December 09, 2005
  Clients who lack courage
A breakthrough in any category can change the order of leadership, taking an also-ran to market leadership. I spoke to a client today for whom I had written two scripts. She said I nailed the first TVC but not the second commercial. The latter uses mild humour to address the issue of death. Without giving the game away, I have done the analysis and can defend the idea based on human psychology. But the client won't even test the concept. (They are destined to be an also-ran. They were 2nd into the market and they are underspending the leader... so that can never catch up, without a breakthru.) Clients without courage get what they deserve - mediocre results
There must be so many ideas that are squashed by clients that are on brand and just need some guts to back them. So many must die on the cutting boards of advertising agencies and never see the light of day. The weird thing is that the advertising agency gets sacked if the product doesnt sell.
Clients get the Ads they deserve...
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Make a big mistake and you learn the Absolute Truth. Mistakes are the only teachers. Why not rely on other people's mistakes to avoid making your own? Learn marketing secrets, tips, hints, insider information, strategies, tactics, ideas, plans decoded, and more... Search engine marketing, email marketing, Internet marketing will be added soon.

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