The C Word

It’s one of my favourite words. Our industry is full of them… It’s why I wanted to get involved. Birds of a feather and that. The word of course I’m talking about is “Creative”. 

I think that people in sales roles have to be creative even if people think another C word can also be true.  

To be effective in understanding creativity you must have some kind of  affinity for it.  

The first rule of sales is know your product.  

The second? Know your audience. 

In this case, both are creatives. 

If you want to be effective in pairing these two teams, you must in turn  also be creative. 

Being creative comes in many forms. You don’t have to be a “visual storyteller” (one of my favourite monikers directors give themselves - you’d really hope that would be the bare minimum right?) 

You don’t have to be a designer. Or a copywriter or an art director etc. 

However, you must approach your audience and your roster with a degree  of creativity in order to spike some kind of excitement. Cos that’s what this is. It’s a transfer of enthusiasm. “I’m excited - I want you to be too.”  

Not in a trite way. But because I believe it. In order to believe it, I must feel it. In order to feel it, it’s gotta move you. Enough to want to share it with the world. 

In a way, good product sells itself. Or does it? 

Well our whole industry is kinda based on the idea that creativity sells. Either that or we’re in real trouble.

So why shouldn’t that apply to us too? Those handling the precious cargo. 

And this product must be handled with care. It’s a very sensitive, combustible, fragile one. Rightly so. It puts It all, on the line. Every time. With a one in three chance. That’s a lot of silver and bronzes with nothing but bruised egos and 50-page expensive deck to show for it.  

Yeah it’s hard. Yes it’s a struggle, to get emerging talent noticed. It’s hard  enough to get established talent on “the list”. But what’s good about easy? 

It’s a highly competitive market. And we get angry when we’re not the  winner. All of us involved. There’s not only one second place, first loser.  There’s a whole team behind it.  

Gilbert and George said “Are you angry or are you boring?” 

Instead of being angry, let’s be creative. Elevate the pitch. The deck. The approach. Give them more. Or less. If one word will do, don’t use 100… 

Agencies and brands aren’t set up to service us, just as punters aren’t  obliged to buy your (insert brand). 

We’re all ultimately servicing a customer. One that eagerly wants to buy  into an idea of something exciting. So let’s get excited.  

Just don’t expect your particular client to do all the work... Let’s MAKE it exciting. 

It’s that journey to the list that we’re all working at. To become a go-to.  

There’s a few of them, but not many overnight sensations. As someone once said “I’m an overnight sensation - 10 years in the making”. 

Plenty of sleepless nights and going beyond the call of duty. Plenty of getting it wrong. Plenty of risk. Creativity is risky. It’s not a fact. It’s an opinion. One you gotta be willing to put it all on the line for. Another great C word. Conviction. 

Cos if you’re not sure. You’re damn sure they’re not buying it either. 

So when I say be creative. Use all your tools to make sure you find the right creative clay and mould it wisely. Then promote it properly. Then sell it strategically.

My two other favourite C words are Curation and Collaboration.

 

Curate the best talent you can find. Cos we know a good thing when we  see it. Be prepared to invest in ideas that are outside the norm. For me there’s nothing more rewarding than showing something obscure to  creatives while they don’t glaze over. 

Finally Collaborate enjoyably. Great minds do think alike. Average ones too sadly. Don’t be one of them. 

Ultimately sparks fly when there’s creative chemistry so get out there and  get connected. 

Meetings should be more than “can I buy you a coffee or a beer?” But what can I do for you? How can we best collaborate for the best outcome? Be a resource. 

Meeting people is more than bonding over booze. Make memories. People work with people they know and people they like. But you can’t rely on that. More than that they work with good. If you’re not on that list. Get on another list. Different strokes and that. 

Diversify your opportunities.

 

Know your product and know your audience. 

It’s almost like we’re in advertising or something…