We sometimes encounter people, in businesses of every size, who are new to the marketing function and need to learn how to manage relationships. This can be especially tricky when the relationship is with an in-house marketing department.
We all read and consume advertisements and marketing daily. This leads most people to feel that they are qualified to direct creative work. And maybe they are: maybe their intuitions and tastes perfectly match those of their target audience. But such is not always the case.
When I started work at the American Diabetes Association, I was not new to marketing, only to ADA. The membership control package was hideous. I mean, really ugly, and the teaser was awful. I didn’t like it, and I’m sure my predecessor didn’t. That did not stop the package from winning dozens of tests over the years.
When I did finally beat the control, I tested a 4c litho package down to a 4c flexo (remember flexo?) version and from there to 2c. Each cheaper, uglier version won over the last, until finally my control had reduced costs by $250k…which we promptly spent to mail more, growing the society 35% during my tenure.
So, as many nonprofits know, sometimes ugly works.
Now, back to managing your agency, whether internal or external. If you love everything they put out, terrific. But once in a while you may see something that you don’t like. Here’s how to react.
Rule #1:
Remember that your writers, artists, production managers, etc. are real human beings. If you don’t like their work, or you don’t like them, or you can’t think of any other reason such as the Golden Rule, remember that one day one of them may have to make the decision of whether to save you from a burning building, or they may be in a position to help you get a nice new job/raise/whatever. Make the emotional investment. When you don’t like something, be civilized in how you express it. It’s hard to get good work from someone you continually berate.
I knew a copy chief once who would walk into a writer’s office and ask, Whattaya, stupid? Such charm. Not promotable, either. Don’t be that person.
Rule #2
There is an infinite number of ways to skin a cat. If you don’t like concept A, then don’t just ask for something different or you can get B to the 97th power of more things you don’t like. What didn’t you like? What do you feel you need? How do you feel it is ineffective? Listen, also, to what your people explain. I have challenged some talented people in my day just by saying I’m not sure how something will be perceived. Then I listen. When I hear the thought process and multiple people concur, I have to let go. I’ve held my breath during the release, but I haven’t been wrong yet.
Rule #3
An hour of planning together will pay off in eliminating weeks of revisions. If you feel strongly about directing creative work yourself, all you need to do is say so and plan a brainstorming session in which you hear and approve ideas first. Planning is one area that too few clients take time with; in fact their lack of time is often why they hire us to begin with.
Spending even a half hour in conversation will help you either to have a comfort level with the creative team’s ideas, or be able to express where you see things going. It will save you countless headaches when you are coming up on deadline, and a fortune in revision fees.
As a corollary to this: When you just need a line or two changed because it doesn’t sit right with you, just change it. Sending people back for 100 ways to rewrite 12 words is just silly. We once had a client rewrite a single paragraph postcard several times…it’s 5 sentences, but as the six sentences blog has proven, there is still an infinite number of ways to write it…right or wrong.
As a young copywriter, I discovered that every week our store would have a new dress shirt on sale for men. Every week. 52 shirt ads a year. I discovered ways to differentiate: I counted threads per inch, inspected the buttons for evidence of being made of real shell, was it oxford cloth or broadcloth, buttondown or spread collar? Not only did I write 52 ads a year, and 52 more the next, and the next, but so did 10,000 other writers for 10,000 other stores and catalogs. There is an infinite number of ways to say something.
Your agency expects you to edit their copy, not just send it back to be rewritten, reread, and resent back for more rewrites. Remember, you’re paying for their expertise…when you’ve written your edits, they can polish the wording for you.
Rule #4
Let go. Letting go is a difficult thing for anyone with a revenue stream responsibility. It’s even harder for someone with a lot of background…whether design or copy or product management…to let go; we are accountable for the results or the brand, and we don’t want to let go. It’s ok to be nervous when you’re doing something new…just recognize it, take a deep breath, get some neutral (NEUTRAL) opinions, or just walk away for an hour or a day and look at it freshly tomorrow.
I distinctly remember the first time I had heart problems. I was moving a million piece mailing to a new control. Gulp! Why am I nervous, I asked myself? I listed all the reasons why I had made the decision, listed all the pros and the cons, and made the decision all over again. I have had to do this twice…once I reversed my decision on press (ouch) due to updated reports on the previous test; the second time, I stuck with the change and it was the best decision I ever made…our average response rates popped up over 5%.
Rule #5
Lead. Don’t do. You’re in charge. Remember that a true leader hires people who know what they are doing, and then lets them do it. Just because you would do it differently doesn’t mean that your way is better. If you allow your team to take initiative, they just may make you look like a hero.
All my best,
Leigh
