It may arrive as a shock to you to discover that customers do not buy your items or solutions simply because they feel that you have a right to make a revenue. In other words, their motive for doing company with you is not to assist you buy the most recent Jaguar or place your kids via school. You think this is a joke? Current research exhibits that something like 60% of businesspeople place much more importance on what they will get from a transaction than on what their customers will benefit.

In essence, their profitability is much more essential to them than is customer satisfaction. And it exhibits.

If you are in any doubt about this, cast your eyes over the myriad of ads, brochures, websites and so on that main on the successfulness of their organisation, as opposed to the benefit their items or solutions might be to the customer.

Definitely, they pay lip-service to customer satisfaction, but beneath this thin veneer of eye-shine is the belief, most likely implanted at birth, that their bottom line requires precedence over everything.

Oddly, advertising agencies are amongst the worst offenders in this respect. Their promotional materials illustrates what fantastic work they have done, and states how many millions they billed in the last monetary yr, but none (and I imply none) tell you how much item their efforts have helped shift. To place it an additional way, none bother to demonstrate what benefit their solutions have been to clients.

While I am on the subject, there’s something else just as puzzling which may have escaped your discover. I refer to the ubiquitous advertising awards handed out to agencies by numerous advertising organisations around the globe. These awards are offered, without fall short, to campaigns that are outstandingly humorous, or technically slick, or wonderfully realistic. Seldom, and I imply by no s, are these awards made on the strength of how much item a offered campaign has sold. They do not even take into account response rates or conversion rates produced by a campaign.

This kind of figures, I concur, would involve a small difficulty to collate, and there would no doubt be really a bit of trickery in the form of untrue returns to overcome. But I feel that a yardstick of this kind would be far much more worthy ? and much more relevant – than 1 which regarded as only the creativeness or the cutting-edge techniques concerned in a piece of work

More than the years, I have won dozens of awards for my clients and extremely grateful I have been for them. A copywriter who can tote a portfolio or a showreel filled with award-successful materials is guaranteed work for existence. Likewise, the ad company that employs him will see its equity rise and rise. And the client? Nicely, who gives a damn about the client. His items and solutions are merely autos on which an company can trip to glory.

The moral is obvious. Instead than thinking what your customers can do for you, think what you can do for your customers. With this kind of philosophy, your earnings will take treatment of themselves.

About The Author

Patrick Quinn is an award successful copywriter with forty years’ expertise of the advertising company in London, Miami, Dublin and Edinburgh. He publishes a Free month-to-month newsletter, AdBriefing. Subscriptions are obtainable at: http://www.adbriefing.com.

j.p@markethillpublishing.co.uk