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Tunnel_Vision
| Tunnel Vision
"I want this gazebo on the brochure cover"
I just looked at her, one of my beloved clients, holding up an
image I'd never seen expectantly. I had agonized for hours over
the picture choices for her mock-up, analyzing for content,
contrast, color depth. Then I had painstakingly perfected each
image, color-correcting, sharpening, cloning. This was a -deck
store- for Pete's sake. And now she didn't want a deck on the
cover. After four meetings going over content, she now wanted
flowers and gazebos. They don't SELL flowers. Or gazebos.
Mildly, I pointed this out. She didn't notice the purple of
apoplexy tinging my cheeks. After a short internal debate, she
admitted that she had overlooked that small fact, and agreed
that a pretty deck might serve her purpose better. It was, after
all, a deck store brochure. Amazing.
Which leads me to my point. You don't see yourself and your
business objectively. It's like your child. What mother doesn't
see her baby as precious and perfect? We all know that babies
are ugly. They are, but it doesn't matter. They're the most
cuddly creatures invented. Gorgeous creatures, especially when
they're yours. Your business is the same way. Those of us in the
"ad game," as we so affectionately call it, know this. We cannot
promote ourselves. It's the irony of the business. We write and
produce incredible imagery and complex themes, lovable brands
and jingles, for others. We try it for ourselves and we
flounder. Why? Defining ourselves is too complex, too
overwhelming. It's much easier to distill the essence of other
companies into pithy soundbites and flashy colors. That's why
you need someone else to have input. I read all these
"do-it-yourself" marketing pieces and think they're wonderful,
but they're missing this important truth. Sometimes success
means taking a step back. We need someone who isn't emotionally
attached to the work to tell us the bald truth occasionally. We
need the mirror held up to our faces to force us to see the
things we conveniently ignore and to point out the strengths
that we don't know exist. It keeps our marketing efforts fresh
and genuine. It keeps us honest, as salesfolk.
At the end of the day, good business is all about trust. And
being real is the best way to gain that trust. So take my
advice? Get the objectivity. Not from mom or the neighbor, but
real objectivity...and then listen and act on what you hear.
You'll be glad you did.
About the author:
Anne Sallee Miles is the owner of Red Toad Media, a flourishing
design and marketing firm. You may visit her company web site at
http://www.redtoadmedia.net or email comments to:
redtoadmedia@aol.com
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