GoFaxer Blog

All of this week I’ve been discussing advice given by Steve McKee in his article at Businessweek.com on working with ad agencies.

Advertising campaigns, if they’re good, are also risky and might not seem that great at first sight. If someone had told me that the gecko ad for Geico was going to be a brand building success, I would have told them they were crazy. What does a gecko have to do with an insurance company, aside from the fact that people might easily mistake the words.

So when you launch your new idea, McKee counsels that you must really champion the idea and hold your ground on it. Even when “someone in your organization who doesn’t understand the context or objectives catches a glimpse of it and says, ‘I don’t get it.’”

You and your agency have done your homework. You believe it’s going to work for some very smart reasons. So stick with it. Stand by it. Stay firm.

I hope that all of these points of advice from Mr. McKee this week are of help to you and your small business. Check back in next week where we’ll be talking more about email fax and how it can be a vital aspect of your small business’s success.