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.