The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling.
Originally presented to AdFed, the ad club of Pensacola.
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Landing new clients
1. Landing new
clients.
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2. “. . . but our industry
is different”
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3. The 7-step approach
to connecting your
experience to the
needs of a potential
client in ways that
make what you’ve
done in other
industries and for
other clients relevant
and compelling.
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4. Today
• What’s really going on
• The ABCs of creating relevance
• Put this approach to work
Focus on the process, not simply the product
Do more of what you enjoy and
enjoy more of what you do
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5. Nothing
endures but
change.
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6. #1 most viewed
The Paris Hilton
Channel on YouTube
191,324
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7. $10 million value
Mentos
Half their annual budget
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8. P&G
Advertising in video games
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9. Burger King
Advertising on myspace
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10. IBM
“Not advertising” on the sidewalk
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11. “15 hours ago PLUTO was looking
more and more like a goner . . .”
--Sydney Morning Herald, Australia
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12. c. 535 -
Nothing 475
BC
endures but
change.
From Lives of the Philosophers by Diogenes Laertius
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13. “This is the way he said he wanted it.”
“I took it back to them, but they didn’t like it,
and they want you to . . .”
Roadblocks to
implementing new ideas
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14. “. . . but we’ve always done it this way.”
Roadblocks to new ideas
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15. “. . . but our industry is different.”
Roadblocks to you
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16. “Our . . .
channels
customers
products Roadblocks to you—
project, account, position . . .
competitors
. . . are different.”
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17. Underlying forces
Fear that it won’t work
Fear that it will work
Contribution
Self-worth
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18. How did we get here?
“I need ...
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19. What’s really going on?
“I need
A successful product launch
Increase revenue from my
core product line
Self-worth
...
Save my product Power
Get the VP of Sales
off my back
Money
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20. What’s really going on?
Fuzzy thinking
Successful company Employs tactic
Tactic creates success We need that tactic!
Strategy
Does it make
sense?
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22. The way
out is at the
start Focus on objectives
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23. Start with a
process
. . . any road
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24. Always begin with the
business
objective
Pick an example from your
experience that matches your
understanding of your client’s
need today
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25. Describe the
background
Why was this an important problem
—and a difficult problem—to
solve?
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26. Explain the solution
constraints
Time? Money? So-so product?
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27. Walk through the
process to come to a
decision
Research, market insight
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28. Describe what you
executed
Tie back to the objectives, constraints,
and decision process
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29. Explain the
findings
What worked, what didn’t, and why?
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30. Go back
And tie back to the current situation
and objective
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31. Always ( objective )
Background
Constraints
Decision process
Executed
Findings
Go back ( objective )
Focus on the process of solving the
problem, not the product produced
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32. Recognize differences
Laws and regulations
Underlying economics
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