A Quote by Leo Burnett
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Do not beat up on yourself. Do not criticize your writing as lousy, inadequate, stupid, or any of the evil epithets that you are used to heaping on yourself. Such self-bashing is never useful. If you indulge in it, your writing doesn't stand a chance. So when your mind turns on you, turn it back, stamp it down, shut it up, and keep writing.
Sales is the most important aspect of a company, which in turn is about how well you treat your customer and stay ahead of your customer's requirements.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Facebook already has a large political ad sales and operations team that manages ad accounts for large campaigns. Zuckerberg hinted that the company could follow the same 'know your customer' guidelines Wall Street banks routinely employ to combat money laundering, logging each and every candidate and super PAC that advertises on Facebook.
The most common way customer financing is done is you sell the customer on the product before you've built it or before you've finished it. The customer puts up the money to build the product or finish the product and becomes your first customer. Usually the customer simply wants the product and nothing more.
I remember back in the early days of Microsoft that from the day that you decided that you were just going to put out an ad to a customer - and all you were usually able to tell them was that a new product was available - it was about nine months before you could actually reach the first customer.
When you can show concern about what matters to your customer, that's Business to Customer Loyalty, and you can bet on it, you've just acquired a customer for life.
We mocked that concept ['movies are better than ever'] by doing a sketch that was about a theater trying to get one customer to come in...and that customer was Jerry Lewis. It generated so much controversy that Dean [Martin] and Jerry [Lewis] had to apologize in a full page ad in Variety.
Writing can be a lonely business. But gradually your characters, or the scenes and peopl from your past, begin to rise up around you, and you find yourself writing your way out of loneliness, writing into your own company.
A true entrepreneurial enterprise begins with a big idea - a unique way to solve a customer's problem. Your customer, after all, is the only justification for creating a company in the first place. Without a big, transformational idea, you can't produce a great result for your customer.
If you turn your back on a customer, you turn your back on success.
Customer expectations? Nonsense. No customer ever asked for the electric light, the pneumatic tire, the VCR, or the CD. All customer expectations are only what you and your competitor have led him to expect. He knows nothing else.
Put yourself in your customer's place.
When you obsess about the customer, you end up defeating your competition as a byproduct. When you are just obsessed about the competition, you end up killing yourself, because you are not focused on the customer.
Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
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