Archive for June, 2017

She’s bossy. And has an answer for everything.

June 17, 2017

Yup. Guilty as charged.

During my time as a media sales rep for a small town radio station, (my first real job) my manager got a call from the owner of a Mexican fast food chain. He demanded I be replaced with someone else.

Why?

“Because she’s bossy and has an answer for everything”, he said. My manager replied. “I understand. I’ll get you a new rep. But I need to ask you, if she doesn’t have an answer to all your questions, who will?”

She had my back for several reasons. A) I had the client spending a ton of money on our radio station B) I was one of the top sales people at the station C) I genuinely wanted clients get to results D) The client was right. I was bossy.  I still am.

In over 35 years of advertising and sales experience, this guy was the only one (at least that I know of) that ever complained about my approach. Others have described me as “nice-bossy”. I have always pushed for my ideas but in the end, the client gets to do what they want.

You get to be “bossy” when A) You demonstrate that you genuinely give a damn B) You have formed a real relationship with the client that has established trust C) You know EXACTLY what you’re talking about and can back up your claims with facts that give you the ability to have the answer “for everything”.

And what if you get asked something you don’t have an answer for?  You say:  I don’t have that answer right now, but I will find out and get back to you.

No matter how big the client is, they need and want direction and leadership. They don’t want another order taker. You’re getting paid to deliver results and ideas. If you can’t demonstrate real enthusiasm for a client’s success, even if it comes down to being a bit bossy (in a nice way), then you need to find another way to earn a living.   Like working the cash register at the Mexican restaurant.

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Why I Sucked at Owning an Ad Agency

June 13, 2017

I started my agency before I was 30 years old with no college degree, no real experience other than selling radio time, and a passion for writing. I wanted to exercise my creative muscle, produce commercials, work with clients to make their business better. All lovely notions.

People typically go into business for themselves with their one skill. But they lack the other critical traits it takes to avoid heartache and failure. For example, I had no idea how to read a balance sheet or a profit and loss statement … I figured I had an accountant for that.

I had zero management skills. My old boss used to tell me, “Managing creative people is the hardest thing you will ever do.” How right she was! Your employees are working for completely different reason than you. It’s not a family. It’s a business. I thought if you cared for employees like family members, nurture them and provide what they needed to be successful and do good work, we would all live happily ever after.

Wrong.

My codependent approach to managing staff was my undoing in the end. My naïve, yet well-intentioned method in handling people ended up in several misunderstandings and broken relationships. I trusted too much and trusted the wrong people, leaving my faith in humanity shattered.

After 32 years as an agency owner, I sold the company almost three years ago. I started in a spare room and ended up with Emmy nominations, Telly awards and other recognitions. I made a living, was responsible for livelihoods of 7 other people, and worked with an incredibly diverse roster of clients. Most of the creative now is “cut and paste”, which saddens me, and much of my work is still out there, which is a compliment to my talent and passion that started it all.

Business ownership is not for soft-hearted, pie-in the-sky thinkers. It takes structure, discipline and the ability to “know what you don’t know”.

Lesson learned.

I’m Baaaaaack!

June 12, 2017

I took a little hiatus from the blog.  Since I sold my little agency almost three years ago,  I moved to the family farm, where my nearest neighbor is a mile away and I learned poison ivy is a real scourge.  I missed advertising, though, and my outlet here, where I’ve met some interesting people over the years.

Several months ago, the new owners of my agency asked me to come back and help out a little.  THAT has been an interesting experience, with some moments I’ll share in the coming weeks.

In the meantime, let’s get a new conversation started, one-sided as it may be in the beginning.   AdChick is BACK in the nest!

Chicken