Show Don't Tell

Even If It Doesn't Score High

Here's something they don't tell you in Consulting School (um, there's no such thing as Consulting School, which is part of the problem)...

How do you go about convincing a prospect that you know what you are doing and make a real difference to their project... without, well, sharing all of you insider secrets that would let them just do it without you?

I'll save myself and you some time: you can't. If you've committed enough to pitching for the business, you've also put enough time and research into believing in the integrity of your potential client. (Or, less positively, you just really need the booking. we're not saints here.) In for a penny, in for a pound; don't hold back.

But here's the real key to getting the gig. Put yourself in the position where you can tell the lead everything you know on that day, because in a week, you'll know more and they won't. But in a way that seems, well, not smug.

So don't be coy, if you've got some secret sauce, don't guard the recipe, because none of that stuff stays secret for more than six months, anyway. Optimal practices are a process, not a terminus.

And with that, I'm off to work on something along those lines for the day gig, which is asking me to generate strategies around increasing open rates in marketing and advertising emails for pharma. Something we've got more than just a little experience and insight into, given the sheer numbers of stuff that goes through our pipe, and how much data we've collected and analyzed. (And yeah, I'll link to it when it's up and ready, but that probably won't be for a couple of weeks. And if you want a hint in advance... follow the clocks. Because the clocks lead to money.)

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Room At The Top: Kevin Durant's Marketing Message

Dub Step

Back when I was in college, I had a beloved constitutional law professor, because one of my undergraduate passions was political science. At the end of the semester, with all course matter taught and an hour left in the presence of a strong intellect, he opened it up for questions of all matters, regardless of merit to the course matter. One of my classmates, who was following the usual progression of political science to pre-law, asked for advice on setting themself up for lucrative employment after college; whether it would be better to intern, clerk, etc. Rather than speak to the specific merits of a particular plan, the professor said something far more important, something that I've kept for decades.

"There's always room at the top."

And then spoke to the student's acumen, which he had noticed over the course of the semester. Also, to the value of the education that had been acquired, and the connections that could be made in this room. But the money quote -- room at the top -- was really the core of the response. Instead of shooting for the minimum to just get a foot in the door, dream bigger. Aim higher. Take bigger chances, and bet on yourself. 

Which brings me to the curious employment decision of one Kevin Durant, the NBA's biggest free agent signing since LeBron James took his talents to South Beach. (Don't worry, we'll get to marketing and advertising soon enough.)

By choosing to exercise his rights as a free agent to leave Oklahoma City for Golden State, Durant joins a team that was a few points away from completing one of the greatest seasons in NBA history. And while many observers are disappointed that Durant didn't return to the Thunder and try again to defeat a club they were up 3-1 on in the Western Conference Finals, from where I sit, he's just choosing to spend his prime years in the presence of an organization that gives him the best chance to have championships on his Hall of Fame resume. Calling someone a heel or an opportunist is the knee-jerk reaction, but if Durant is holding up the trophy next June, that criticism will ring hollow at best. And while others wonder about the ratings problems inherent in a league where it seems like just a few teams have a legitimate shot at the title, I'm not ready to call off the reason next year and just cede the crown to Durant, Stephem Curry, Klay Thompson, Draymond Green and company. They've still got to stay healthy, integrate all of those stars, figure out last shot pecking orders, and so on. For every superteam that delivers on their promise, there are many others that fall by the wayside.

Now, back to the marketing and advertising.

Pitching your client's value proposition to the lowest common denominator -- price, usually, but sometimes speed to delivery, or some other very hard and fast metric -- will always have a certain direct marketing appeal, because it cuts right to the quick and has the sense of news and fact. It's also completely defensible if your margins allow it, or you are in a consumer category where there is no other wiggle room.

But conditions like that are, honestly, few and far between. Most of us work on brands and offers that have a mix of strengths and weaknesses that cover a range, and we balance the desire to communicate that complexity with the need to cut through the clutter with a brief message. And in that push/pull, something is lost... and that's usually quality. Especially if it seems like it might cost money.

That's a mistake.

Especially in an era of fragmented attention, sharing premium experiences to a peer group, and time being more important to many people than money, simply stating why your product or service is superior might be enough to separate. If nothing else, it's worth a test cell.

And sure, humor might go viral, and pretty might get you an award or do something for your portfolio... but premium might actually let you sell a a decent margin, and protect the brand for future opportunities.

Room at the top. 

But you've got to be a little brave.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Independence From Commerce Day

Does Not Actually Work

Here's a quick fact on what might be the most blown-off day of work in marketing and advertising in 2016: using July 4 iconography in the pursuit of e-commerce is a sub-optimal practice.

And sure, that's very category specific, with people who sell fireworks strongly in the positive camp, and others with summer seasonal gear probably also doing well... but the plain and simple fact is that the flag isn't a universal panacea, and another sign of how Blue and Red State America are, well, two very different places. It's not as if you are advertising an intolerance for multi-culturalism by waving the Red, White and Blue in front of your home or on your car -- that job is much more done by the Confederate Battle Flag, which is such a charged symbol that it's used by white supremacist groups in Europe, who can't get their hands on the Nazi flag any more -- but it's still rarely seen in affluent areas.

And on some level, this is just profoundly sad. There shouldn't be anything divisive about this holiday, given that it combines food, explosions (both amateur and professional), time off work, and booze. That really shouldn't be something that's more or less popular, well, anywhere.

But maybe I'm just looking at the beer bottle half empty. Perhaps the way to look at the lower spends and engagement is that, as Americans, we care more about fellowship and family, and celebrating the holiday properly, than we do about, well, e-commerce. If there was ever a time of the year when getting out of the house and into air conditioning that someone else is paying for was a win, it's also July 4.

That, or maybe the act of blowing stuff up just makes us want to buy fewer things.

Have a safe and happy Fourth, and we'll catch up after the break!

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.