Paul Daniels knew what he was talking about. “You’re gonna like this... not a lot!”
He knew how to manage expectations, by selling in an idea, with a caveat that his fondness for it was in no way a guarantee of approval.
So why then, do we insist on going out there and telling prospective clients “We’ve got a great idea for you” when we present?
If they’re in any way hostile, annoyed or bored, their first response is likely to be “I’ll be the judge of that” or “prove it!”
Great ideas should sell themselves, we don’t need to tell our audience what to think or feel about them.
The moment we try, we invite them to find a reason to dislike it.
If we love what we’ve created, it should come across in the way we tell the story.
Now, for my next trick...
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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