Comments on: 3 THINGS I LEARNED FROM TEACHING STUDENTS (Pt 1)

By: dave

dave — Mon, 22 Sep 2008 22:54:29 +0000

Whohar.
How did it work out for you after Watford?

By: whohar

whohar — Mon, 22 Sep 2008 21:57:08 +0000

great thinking. im a big fan of oyur dave.
ex student from the watford course.

By: dave

dave — Wed, 10 Sep 2008 08:40:10 +0000

Christopher.
That’s exactly what I’m talking about.
The best account men do that for us.
As creatives we’re too subjective, too involved in what we’ve created.
We expect the client to love it just because we do
The best account men are more objective than we are.
So they’re better able to sell what we’ve done.

By: christopher

christopher — Wed, 10 Sep 2008 00:09:54 +0000

i was at a screenwriting seminar last sunday and the subject of meetings came up. one of the presenters said he didn’t start to be successful in meetings until he realized that the meetings were about them, not him. ostensibly it’s a meeting where you present your script/ptich/talent and they decide if they want to buy it. but the essential question is, what can you do for them, not what can they do for you. if you can improve their bottom line/image/cache - then they’re interested. it’s got nothing to do with how good your script idea is and everything to do with their perception of what they’ll get from the transaction.

By: Patrick

Patrick — Tue, 09 Sep 2008 15:32:07 +0000

The only thing I took away from my education in advertising in college was the concept of WIIFM. Worth the tuition I suppose.

By: 4am

4am — Tue, 09 Sep 2008 12:53:42 +0000

great, look forward to it.

By: dave

dave — Tue, 09 Sep 2008 11:52:37 +0000

4am.
Full marks for paying attention.
You’ve reminded me of a good subject for a blog/post. Thanks.

By: 4am

4am — Tue, 09 Sep 2008 11:45:04 +0000

i suppose it’s a 3 point park into what you were saying yesterday; good creative knowing what a client needs/great account men knowing how to make the client want what he/she needs.

By: dave

dave — Tue, 09 Sep 2008 11:13:11 +0000

4am. It’s a good question.
The answer is always start from what the other person wants, rather than what you want.
You want an exciting ad, but the client may not care about that.
You say the client wants a lot of information.
So with that as brief, can you find an exciting way to deliver it?
That way you both get what you want.
Think of it as a Trojan Horse.
What they want is a nice wooden ornament.
What you want is a lot of men inside the castle.
But you’re not going to get what you want unless you give them what they want.

By: john w.

john w. — Tue, 09 Sep 2008 11:10:44 +0000

So a system of control can be a system of liberation.