Advertising is like a marriage
What makes for a good marriage?
Trust, communication, respect, commitment and LOVE - these are all things that should be present in the relationship between client and advertising salesperson. Well OK, maybe not LOVE part, but certainly all the rest. The relationship between salesperson and client should ideally be founded in trust, respect, a commitment to deliver results and open communication.
Why Advertising is like a Marriage
You share common goals
There is no point in getting married if one party wants to have six children and live in Chile while the other party has a child phobia and wants to stay living with Mum! You and your salesperson need to agree on realistic goals for your advertising campaign, including what results are expected, how will they be delivered, and how will it be measured. It is important to make sure that you start your relationship with a clear understanding and a set of common goals.
You're in it for the long haul
Consistency is what drives advertising results. Unless you are giving away your product, ad hoc advertising will usually end in disappointment. Just as a marriage gets stronger with time, so does your advertising campaign. The more often one sees your advert, the more likely they are to respond and hence the more sales you make. Consistency increases the love.
Occasionally you need to spice it up a bit
Let's face it - we all get bored, lose interest and switch off from time to time. When that happens, it's time to spice things up a bit. You and your salesperson should regularly be challenging each other to ensure you are getting the most from the relationship. Is it time to redesign the advert, change the offer, product or headline or to move the advert to a different section within the magazine? If performance starts to wain, then spice things up a bit.
Loyalty is ALL important
If you are in a committed relationship, you don't fool around. We all cherish loyalty, whether it be one's relationship or with one's service provider. Loyalty stands for fewer hassles, less stress, a sense of trust that you are being looked after. Loyalty means mutual respect - it is generated from a commitment to deliver value. Loyalty means a more profitable relationship.
It ain't always smooth sailing
Like every relationship, there'll be some ups and downs, and some rocky patches. Here's where that commitment and open communication kicks in. If you're not happy with the results from your advertising, if you are unsettled by the strategy you have taken, then it's time for a heart to heart. A good salesperson relishes honesty - it's an opportunity to move forward, get the campaign on track and to forge a stronger relationship.