Famous ad man, Fairfax Cone said, “Advertising is what you do when you can’t be there in person.” It seems businesses have forgotten this wisdom from the early days, unwittingly tamping their natural salesmanship and opting for safe corporate-speak in all their marketing. It always strikes me how much more intrigued and convinced I am once I meet and speak to my clients in person. It’s a stark contrast to their cold, generic company descriptions that fill up their websites and advertising.
I do get it. And I’ve been guilty myself of writing copy that’s so tired and vague I want to throw my computer. It’s not always easy to articulate something that is both genuine and instantly compelling to the audience, but the time and effort to find the right message is always well worth it.
Nearly every client I’ve had the pleasure to meet knows how to deliver a strong elevator pitch. They always come across knowledgeable and sincere and I leave with a real appreciation for their value. And from that one meeting alone I can pull from their words and their passion to craft a core brand message much more likely to resonate with their audience. No more, “Welcome to our website,” or, “We’re committed to customer success,” or, “Excellent customer service.” I take what they’ve given me and spin it into something capable of attracting and engaging new customers. Because as another great ad man said, “Don’t bunt. Aim out of the park. Aim for the company of immortals.” David Ogilvie stressed the need to be bold and strong, and that’s what I always strive for with my clients and their marketing.