T

he worse part of the advertising business is not the unrealistic deadlines, the late hours, or the uneven pay. It’s having to deal with all the know-it-alls. They ruin everything.

You’ve heard the old proverb: “The wise man remains silent while others consider him a fool. The fool opens his mouth and removes all doubt.” There is a time for talking and a time for listening. Too often, advertising professionals are doing the former when they should be doing the latter.

There is so much to be gained by listening closely to what the client believes they need. What they identify as their priorities. What they want you to do. There is so much to be lost by making quick assumptions simply so the agency’s agenda can be pushed ahead. Too often, the know-it-all is mentally rehearsing their pitch while the client is explaining their need. And in the process, the point is missed, and the pain begins.

Equally unforgivable is the tendency to paint all consumers with the same brush.

When an agency develops a campaign for a client based on subjective opinions about the customer, they risk everything. There is no replacement for genuine insights into human behavior. Insights are the necessary building blocks for any successful strategy.

In her book “The 7 Powers of Questions”, Dorothy Leeds suggests that every time we speak, we have two options: Make a statement or ask a question. Which option do you think is more likely to lead to a valuable insight? If you want to be a good listener, learn to become a good interviewer.

“The right questions can help you move forward and get you through the rough times. Better questions provide better answers, and better answers give you better solutions. Improve your questions and you will improve your relationships, at home and work,” explains Leeds.

Not long ago, we surveyed our LinkedIn network. We wanted to know what ad agencies could do to improve their services. Here are some of their comments.

“That’s an easy one… be proactive listeners.” — VP, Director of Account Service

“One thing agencies need to do better is listen; not only to their clients, but to the customer.” — Creative Director

“I think the one things agencies need to do better is to LISTEN. Always make sure you know exactly what the client, or prospect, wants and needs. Sell to their needs, not simply to your strengths.” — Agency Principal

“Agencies could spend more time listening to the end user and trying to align the business objectives for an online property with the goals of the end user.” — Senior Developer

“LISTEN to their clients more.” — Director of Recruiting & Marketing

“Listen carefully to the real goal of the assignment (not just the surface nature of the work) and then provide clear strategic thinking back to the client to reinforce why you are doing what you are doing to meet that fundamental/core goal.” — CEO

Talk to us today and tell us how Positive Brand can work with you in moving your business in a positive direction. We’re ready to listen.