4 words to guide you to a successful advertising career

28 Aug

THINK LIKE THE CUSTOMER

You are a customer, after all, so it shouldn’t be too hard. Don’t get caught up thinking like the business. That’s the business’s job. Businesses are generally not very good at thinking like their customers. That’s where advertising people come in.

We intercept the business’s message, interpret it and convey it to the customer in a way that sticks to them.

We evaluate what the business offers against what the customer wants, will pay for and will feel good about.

We tell businesses that their logo, however attractive to the business, is of no interest to their customers; that 6 offers may seem like more reasons to buy their fine product, but the customer will stop reading after the second one; that however amazing we think their business is, the ultimate judge is the customer.

Our job is not to tell the customer what the business wants, but the other way around.

Remember that and everyone lives happily ever after.

The End in script

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