Sell Positive

The January 12, 2009 issue of Advertising Age magazine published the results of a recent survey. Seventy-eight percent of the advertising and marketing professionals who responded said that they believed optimistic messaging in ads will move more product in the current economy. Frankly, I’m surprised. I’m surprised that it was only 78%, and not 100%.

The marketing mindset is largely about setting yourself apart from others. The good news is that today, that’s not hard to do. Optimism – thinking positively; being upbeat; taking a genuine interest in others, rather than only talking about our own woes; looking for ways to help fellow employees, customers, and (yes) even vendors – these simple acts will make individuals and companies stand head and shoulders above the crowd. And oh, by the way, that’s really good for business.

I’m highly optimistic about the future. Yeah, I’ve done some worrying now and then during the past few months, and I’m sure I’ll be anxious again. Truth is, I’ve lost sleep off and on since I started AdServices in 1989. No doubt there are factors beyond any marketer’s control. By definition, I can’t do anything about them, so I might as well do what I can do in spite of those factors. And what I CAN do is act positively.

Here’s some advice: Work on generating a culture of optimism in your company. I’ll just bet you’ll sell more as a result. Seventy-eight percent of those surveyed in Advertising Age agree. As for the other 22%, I’d never hire one of them to help my company. Neither would you, and neither would your customers… so let’s be positive instead.

Expect great things,

Steve Fales

AdServices Inc.


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