Happy Sunday to everyone reading this. (You might want to grab some popcorn.)
A few weeks ago, I started what should have been a wonderful collaboration with a marketing specialist. I asked a lot of questions to minimise errors. But when the invoice arrived, it seemed someone had used their elbow on the “zero” on a keyboard.
They were asking for the equivalent of 1/3 of my annual salary to do niche research, marketing, and advertising. No samples had been produced, no dry runs executed, nor analytics presented. Which means that in exchange for absolutely nothing, I would be working to keep them in Burberry and Dolce.
One more test cover and two T-shirt designs
To end the negotiations, I sacrificed my catalog of designs. I told them to sell it all themselves. If they are good as they claim, they should be raking in the cash right now.
If you were me for the past month, you would have discovered some startling truths about advertising firms. Traffic, views and clicks can be purchased, and “stats” can be spun out of whole cloth. I now make sure that I negotiate for “my best outcomes” and ignore their “best efforts”.
If effort alone were enough, each person reading this would be worth billions. Based on effort alone, it might be easy for all of us to set up shop as advertisers. Simply collect fee$ and promise to show your clients’ work to everyone. Then, pack yourself a nice sandwich, a smoothie, a bottle of water, and a muffin. Drive yourself down to the bay and have a picnic. Then, when clients complain that they have no traffic or sales, gaslight them and say they need to spend more money.
I guarantee that with this work ethic, you too will become a successful advertising executive in no time at all.
Here’s hoping that you have a productive week ahead.