Book | It’s Not How Good You Are, It’s How Good You Want To Be

Borrowed this book from a colleague who previously worked as a Creative Director for an advertising agency.

Sharing with you here my top takeaways:

  1. Find out what’s right about your product or service, then dramatize it.

  2. Undersell. Point out the possible weakness and how to resolve them. That’s building trust.

  3. Know the client’s aim.

  4. Do it the client’s way, then do it your way.

  5. Don’t give a speech. Put on a show.

As Paul Arden puts it, “we are all selling, we are all in advertising. It is part of life.”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s