GoFaxer Blog

Next week we’ll talk some more about email fax and all of it’s benefits to small businesses. But this week we’re talking about a great article by Steve McKee on working with ad agencies.

It took several seasons before viewers to realize that they loved “Seinfeld.” Now it’s the biggest sitcom in history. The Herman Miller Aeron chair tested extremely poor in all of the test market analysis. Now it’s the biggest success in office chair history. In his article, McKee mentions the Ford Taurus. At first glance it seemed like an ugly car. But it became the biggest selling car in America.

McKee’s advice is to reserve judgment when we don’t like something that our ad agency presents to us. It might not be that it’s bad. It might just be that it’s different. In the ad world, difference is the key to differentiating a brand. So an ad campaign that might seem a tad odd might just be the ticket you can ride to super-sales success.

McKee advises:

“Sleep on the idea and try to look at it from a different angle. Keep in mind that creative, intelligent people who have your best interests at heart believe it’s going to work. Let them help you see it through their eyes. You can always say no tomorrow.”