Well said, and worth reading twice for many shops. “When all you have is a hammer, everything looks like a nail.”
A related issue is that big agencies often try to close the business too soon- racing to get sign off on six steps in a single meeting. But the point of every meeting is to get to the next one: pace yourself according to the client, and show them the solutions they’re looking for first.
Rob I would argue that this is where the great creative shops always get it wrong. It’s never really about the creative thing (it’s important, but later)…it’s about the outcome…and how the agency partner with help their business.
Well said, and worth reading twice for many shops. “When all you have is a hammer, everything looks like a nail.”
A related issue is that big agencies often try to close the business too soon- racing to get sign off on six steps in a single meeting. But the point of every meeting is to get to the next one: pace yourself according to the client, and show them the solutions they’re looking for first.
Oooh. Yes on the close. Great point.
Rob I would argue that this is where the great creative shops always get it wrong. It’s never really about the creative thing (it’s important, but later)…it’s about the outcome…and how the agency partner with help their business.
Big YUP to this! We sell benefits (not features) in our ads, and forget to do it in the meeting.