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.”

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