Skipping Stones

“I KNEW”

(Phil’s personal blog–July, 2017)

“Stop, stop and take a better look
There ain’t no telling what you’ll find
In the corner of a darkened room…”

Right now–at this moment—a half dozen of my friends are standing at the edge of a cliff. Their toes are curled over the lip and they’re ready to jump.

Two of them will soon be filing for divorce after decades of relatively stable marriages. One is floating face-down at the bottom of a deep, dark trough of depression; another, in her 50s, was just diagnosed Type 2 Bi-Polar. The other is full-blown suicidal due to recurring job and financial losses from a career once filled with riches and brushes with stardom.

They all share a common trait. They’re ruminating on the quiet lie from a ghoulish, invisible enemy whispering in their ear. It’s telling them their life would be better by jumping. Jumping into the divorce, jumping into addiction, into suicide.

No one has to tell them they’re in a nightmare. They’re living it day by day, in dark gray, monochromatic misery. What they don’t know is that their nightmare isn’t a death sentence. It’s anything but. It’s a mirage, actually. Yet they do not and cannot know otherwise.

It could be they’re merely in a prolonged season of brainwashing from a childhood trauma-demon seeking to paralyze them. They can’t fathom the notion that things will get better…ever. The conclusion they’ve embraced is that the only solution to their fate is…fate itself.

But it’s not true. As I’ve personally confronted similar demons in my past I’ve discovered there’s always a way through the darkness. But what’s critical to seeing light at the end of the tunnel is being able to somehow separate the truth from the lies.

So…what is true? About our real lives, real circumstances, past or present?

We must all ask that question. Daily, from the small, mundane decisions to the monumental once-in-a-lifetime choices like who to marry (or unmarry), what career to pursue, what investments to make, where to live, etc. It takes truth to make informed decisions and act accordingly.

I was thinking about these weighty things while riding bikes with my daughter Annie around Seattle’s Pike Place Market yesterday. Later, on our way home on the ferry I shared with her a song by Bonnie Raitt. It beautifully captures the truth about the choices we must make to face life’s problems and how we must deal with them–head on. The lyrics, skillfully written by Pat McLaughlin, remind us that no matter what problems we face, we must eventually face them. Through the lens of truth…the truth about our deepest needs, wounds, disappointments and the opportunities that often follow in their turbulent wake.

The song is aptly titled “I Knew,” which is a message in itself. Because when we truly face our realities, or problems, we are facing the truth. Only when the truth is in our sights can we eventually break free.

There’s so much of life I don’t understand, including many of my friends’ struggles. But I’ve personally found great comfort and security in the age old saying ”You shall know the truth, and the truth shall set you free.”

PS—On a lighter note, check out Bonnie’s song (free). It’s got a raw vulnerability to the lyrics. And the sliding chord progression, soulful use of the Hammond B3 paired with Bonnie’s smokin’ sensual voice should have landed this tune on the Billboard Top 10 Billboard chart >> https://www.youtube.com/watch?v=CNbXvD7J6y8

I Knew–by Bonnie Raitt

Time, time ain’t never healed the wound
Can’t think of anything that gets
Any better because it’s old

Change, change would probably do me good
Wouldn’t probably hurt a thing
Anyway, that’s what I’m told

I would have run, but I couldn’t run
Would have flown, but I couldn’t fly
I would have headed right back into town
I would have lied, but I couldn’t lie
Because I knew

Stop, stop and take a better look
There ain’t no telling what you’ll find
In the corner of a darkened room

Things, things that either one time fell
Or blew down from a windowsill
Or never got up by the broom

I would have run, but I couldn’t run
Would have flown, but I couldn’t fly
I would have headed right back into town
I would have lied, but I couldn’t lie
Because I knew

No two ways about it, it’s a doggone shame
Baby, it’s a doggone shame

I would have run, but I couldn’t run
Would have flown, but I couldn’t fly
I would have headed right back into town
I would have lied, but I couldn’t lie
Because I knew

(Pat McLaughlin, lyrics)

Tight Lines And The Delicate Art Of Listening

Around the time I started writing fourth grade book reports and shoveling driveways on snowy days in my northern New Jersey neighborhood was when I started dreaming big, of becoming a great writer and a great salesman. Those aspirations still linger, and occasionally I grip them firmly while other times they seem more of a fleeting fancy. But always they’re worthy of earnest pursuit; and more curiously, along the way I’ve discovered a strong link between the two.

One of my favorite authors whose literary aspirations vaulted him to Pulitzer and Nobel prize-winning nobility is Ernest Hemingway, arguably the most influential novelist of the 2oth century. He was many things—novelist, war correspondent, essayist, story-teller, humorist, big game hunter, fisherman, binge drinker and deep within a dark, tainted soul that ultimately stole his life.

I’ve read most everything Hemingway wrote, or at least his published works to date. His writings have taught me many things, most notably that to be a great writer you must study your characters, your stories, plot lines and take-aways. Not just the ones you might describe as fiction, but the people, places and things that surround you every day.

This discipline of focused curiosity was one of his most important primers for aspiring young authors. When asked one time by a newbie writer, “How can a writer train himself?” Hemingway responded

“Watch what happens today. If we get into a fish see exactly what it is that everyone does. If you get a kick out of it while he is jumping remember back until you see exactly what the action was that gave you the emotion. Whether it was the rising of the line from the water and the way it tightened like a fiddle string until drops started from it, or the way he smashed and threw water when he jumped. Remember what the noises were and what was said. Find what gave you the emotion; what the action was that gave you the excitement. Then write it down making it clear so the reader will see it too and have the same feeling that you had. That’s a five finger exercise.”

What Hemmingway describes here is intense observation. Being completely lost in the event, the person, place or thing. It’s almost becoming the object of your observation, even more so. It’s learning and knowing what the character or person is thinking, and anticipating their next move, their future, even their destiny.

The same is true in the art of selling. It requires keen listening. Listening to what’s spoken by the prospect, what’s hoped for, what’s feared. It’s only after completing that mystical process that you earn the right to ask the probing questions that unlocks the door to the agreement of need.

(Check back shortly for Part 2–about qualifying prospects)

How We Won The Olympics

Part 4 in the series “Pitching To Win…Without Pitching”

If Seattle’s decade of the dotcom gave us anything, it was breathtaking innovation followed closely by mountains of investment capital. Or the other way around. This became more obvious each day in my tip-of-the-spear New Business Director role at Horton Lantz & Low in the early 2000s. It seemed that, almost overnight, the entire marketing landscape started shifting at warp speed. Every hungry business now wanted a fancy website adorned with 1-click storefront technologies, pop-up windows and clever meta-tags tied to search engine optimization strategies. Suddenly the fabled “big idea” pushed by ad agencies and eye-popping graphics of branding firms were being kicked to the curb. Marketing innovation harnessed by digital technologies became the bright new currency of brand managers of consumer products–and data-driven lead generation campaigns for B2B clients–across the Northwest and the nation.

As fate or good fortune would have it, I left Horton Lantz & Low  with a mix of optimism and dread. I was determined to ply the new waters of digital marketing. But the currents seemed deep, dark and a bit deadly. I dove in anyway. Over a period of several months I became an expert digital marketing strategist (albeit self-appointed). I read volumes on a multitude of topics from every digital marketing web portal and e-newsletter my eyeballs could land on. But the ones that caught most of my attention were Click-Z and MecLabs, two daily e-newsletters that, though light on creative ideas, were heavy on data and analytics-driven content I was looking for.

While doing my industry due-diligence two topics rose to the surface that gave me pause, telling me these were worthy of my full attention. Three actually, though they are intricately interwoven—multi-variate testing, landing pages and keyword search.

Providentially while doing this research I discovered a quiet but potent Seattle digital marketing agency specializing in app development, web design and back-end data analytics—Peak Systems (subsequently renamed UpTop Corp (www.uptopcorp.com). I was mostly drawn to the company by their roster of super cool clients like Warren Miller Ski Films and the Salt Lake Winter Olympics. But what was most exciting was a) they were looking for a New Business Director / Chief Marketing Officer and b) their CEO lived on Bainbridge Island, which meant we were fellow ferry boat commuters to downtown Seattle.

After making contact with John Sloat (the CEO) which led to an engaging lunch interview, I was hired. John gave me one specific assignment: to help UpTop win the RealNetworks account. More specifically, win a never-done-before project to acquire new subscribers for RealNetworks’ new streaming music service, Rhapsody. For me it was a perfect storm opportunity to apply my love for music with my passion for digital marketing, sales and analytics.

What ultimately won me an open-ended Rhapsody marketing assignment and subsequent full-time job offer as UpTop’s CMO was the surprising initial success of the project. Admittedly, that success had nothing to do with me and everything to do with the dream-team to whom I handed off most of the heavy lifting—my boss John (and the UpTop developers); Scott Fasser, the project manager; Tom Kelly, RealNetworks’ Rhapsody Division VP; and last but not least Scott Simonelli, Optimost’s VP of Sales (who was the primary architect of the multi-variate testing platform that pioneered a systematic way to test offers, images, colors and headlines to ensure the optimal combination of creative messaging on landing pages were tied to the most popular keyword searches at the time, such as streaming music, Coldplay, free digital music, jazz, etc).

The Rhapsody music project was a watershed moment for me. Not only did I get a primer in back-end data analytics but it earned me more time and opportunity with UpTop to wield the most powerful weapon in their (or any agency’s) arsenal—its client portfolio. I knew the impressive website and app develop work they’d done for Warren Miller Ski Films–and more importantly, the Salt Lake Winter Olympics—would be my calling card to bigger and more lucrative new business. Providentially, this meant chasing after the biggest event within 200 miles of Seattle in the past decade—the 2010 Vancouver Winter Olympics.

Though I only realized it in hindsight, the Rhapsody project taught me the incalculable value of trusted partnerships that fostered collaboration leading to breakthrough results. This was the big take-away for me, the one I determined to apply to the Vancouver Winter Olympics account–to win it for UpTop. What I learned then about innovation in digital marketing–and am still learning–is that true digital creativity happens most efficiently and sustainably when you saddle up with people who have already blazed technology trails with proven success. In Rhapsody’s case  our dream-team members were Scott Fasser, a seasoned search engine marketer; Scott Simonelli, one of the nation’s pioneers in multi-variate landing page testing; and my company, UpTop, a back-end application development firm that could slice up a page and code it with an infinite array of message and image options. And of course Tom Kelly, RealNetworks’ VP of Rhapsody Music, the master conductor of the project.

If there’s a main reason I’ve enjoyed success as a business development specialist, it’s that I read a lot…perhaps more than most of my friendly competitors, if not all of them. As a daily habit I scan trade periodicals, websites and e-newsletters featuring business trends and industry news. This morning ritual has yielded a treasure trove of leads over the years. And on that fortuitous morning when I read a small piece in the business section of a British Columbia Newspaper on the upcoming Winter Olympics I knew I’d hit the mother lode. I discovered that in preparation for the 2010 Winter Games the Vancouver Olympics Organizing Committee (VANOC) had just been assembled. The article went on to say the committee was in its infancy but would soon be recruiting staff and vendors to help facilitate the logistics of the Games. To me that meant one thing: my company, UpTop, needed to be THE tech firm that brought the logistics together with one massive database solution—our specialty. It’s what we’d done for the Salt Lake 2002 Games years before. So in my mind it was our business to lose. How could we not chase after this with abandon and transfer our database solutions from one Olympic Games to the next? It seemed like a walk in the park.

From that moment on I began the chase. The most important step in this Approach Stage, as I’ve mentioned earlier, was gathering  as much insider information as possible. This meant finding someone within the VANOC organization who could give us a competitive advantage to learn what the SWOT profile was (strengths, weaknesses, opportunities and threats) and where we could swiftly move in– quietly without any competitors around–to build relationships from within, along with the critical information we needed to present the best solution to our prospect.

As more good fortune unfolded, my first phone call to Canada connected me with the new office manager in Vancouver who had just been awarded the 4-year contract role to manage all administrative aspects of the Games. This included hiring an army of volunteers and paid staff to coordinate traffic, transportation, Olympic village accommodations, security and a million other details. The blessing for me was that she was not only incredibly capable and informative, but extremely warm. We made friends quickly, and over the ensuing dozens of phone calls and emails we established a mutual trust that paid rich dividends. One of the pay-offs was learning that Canadian companies—transportation companies, foodservice providers, construction firms and the like—would be given strong preferential treatment when it came to awarding contracts to bring the Olympics to Vancouver, Canada.

So again I went to digging…this time to explore suitable a British Columbia software development company with whom we could saddle up and fill in the technology expertise we lacked to build a gargantuan database to manage the logistics of the Games—and more importantly, give us the advantage over any and all competitors who wanted a stake in the software infrastructure to organize the Games and the resources to pull them off.

I was thrilled when my research pointed to a small software development firm headquartered in Victoria, BC that had just the chops we needed. They had an impressive portfolio and list of clients, and their leadership team was quite affable and open-handed. Between the many conference calls and trips from Seattle to their Victoria offices we forged a strong, trusting partnership. And in a matter of months…well, the rest became history.

In keeping with this series of Winning Without Pitching, I can’t exactly say we won the business without a few competitors nipping at our heels. In fact, as was my customary way, I sheepishly asked the administrator one day, “Would you mind telling me the names of the other companies in the running for this software development project?” In hindsight I wished I’d never asked. The moment my administrator-turned-new-best-friend mentioned the names of two global technology companies  we were contending with–IBM and Fujitzu Business Solutions—you could hear my bubble of optimism pop like a bomb, then a slow fizzling sound as our “we got this” positivity became a vanishing vapor.

Though chasing projects on the scale of the Olympic Games–with the odds in your favor (including the best team and the best solution) hardly guarantees a win–in this case, shockingly, it did for our UpTop team. We won the business. And we learned later we won handily, with subsequent fees generating well over a million dollars for the agency. I guess that’s why the company was aptly named UpTop.

For me personally, the learnings of the Olympic Games pursuit–and the RealNetworks win–were vast. But to strip it down, here are a few simple take-away points you may be able to apply to your own hunt the next time you see a big piece of new business in your cross-hairs…

  1. Apply successful, relevant experience—In my experience, prospective clients have a difficult time imagining success with your firm if you haven’t shown solid marketing case studies and a portfolio that validates your expertise. No client wants to be a guinea pig.
  2. Be a relentless researcher—Make research a daily habit. In the above illustration I talked about how my research led to landing a big project, then a big job offer. It led me to discover Optimost that was the partner I presented to our client as the best technology partner for testing. We got in on the ground floor of the Olympic Games before any competitor knew about it, and we found the perfect partner to give us the local competitive advantage to help break parity with our rivals.
  3. Speed—In business development, speed is critical. Everyone pays attention when you’re fast with solutions and clear in your communication. It raises the bar for everyone to do their best and keep things moving quickly and efficiently. It’s called professionalism.
  4. Partnerships—You know the saying made famous by Aristotle… “The whole is greater than the sum of its parts.” That especially applies to team members with expertise far beyond your own capabilities. That goes back to speed and efficiency and professionalism, which is what clients are buying.
  5. Collaboration—When smart and experienced people band together amazing things happen. Ideas from one category or discipline can be cross-pollinated with others from different team members. The result is what everyone should be shooting for…genuine innovation through synergy.
  6. Likability—Very little of the above happens when pitch or implementation teams don’t get along. Common courtesies foster trust and respect. When people are liked and appreciated they do their best work. It’s where the Golden Rule applies in spades.

These tips and tactics may seem rudimentary to most. But it’s taken me two decades to live these principles out with any consistency. If you’ll take these concepts to heart perhaps you can hasten your personal learning cycle and win your pitch–with or without pitching—almost every time.

Be First, Be Fast, Be Fabulous


john hamm dapper

Part 2 in the series “Pitching To Win…Without Pitching”

In today’s free-wheeling, market-driven economy, category dominance is often won simply by being first to the party. Depending on the complexity of a new product or service, capital requirements, intellectual property, patents or talent needs, that’s easier said than done. It’s one thing to start out at the top of the heap. It’s quite another to stay there. But since we’re focusing on new business in this post we’ll shift to the phase where companies often look outside their companies for category marketing expertise to grow and prosper.

Enter integrated marketing, design or digital agency.

When pursuing new business in a burgeoning industry, I’ve discovered this “first-to-the-party” scenario is also hugely important for ad agencies chasing those companies to secure contract marketing work. In the many situations where I’ve been hired to bring in new clients for ad agencies—whether on contract as Director of Business Development or as full-time VP of Sales—I utilize a simple, uncomplicated sales process that’s served agencies well when pursuing new business to drive revenue.

As a refresher from last week’s Introduction on Winning The Pitch Without Pitching, here’s my de facto sales process that has served me well—in one form or another—for over two decades.

Approach > Qualification > Agreement of Need > Sell the Company > Act of Commitment  > Fill the Need > Cement the Sales

As I mentioned last week, in my experience as the “tip of the spear” biz dev guy at six different agencies, no other phase in the sales process is more important—that separates the men form the boys—than the Approach phase. Why? Because nothing happens in business development without this first step. It requires fierce tenacity, grit, courage, creativity and a tad of insanity. And it’s where I have often left my friendly competitors in the dust.

The insanity part is well documented by any and every biz dev guy or girl in any business. To be successful you must first and foremost be willing to throw a ton of stuff against the wall to see what sticks. That’s what we call the dreaded term “cold-calling.” To get a new account, you must often chase 100 prospects, at least for a time. But does the definition “Doing the same thing over and over expecting a different result” apply to business development work? In my experience, “Heck yeah!” Is it often the right approach to the new business process? Yes it it.

In my next several posts I’m going to give you three super-fun examples of the cagey strategies I took during the approach stage that won my agency teams over $10,000,000 in agency fees–DirecTV, The 2010 Winter Olympics and Mercy Ships.

The first one, DirecTV, earned me a quick and tidy $50,000 commission check.

Stay tuned…

Winning The Pitch…Without Pitching

Part 1–Introduction

At the height of the frantic, money-grubbing dotcom era, Seattle’s business landscape was littered with tech start-ups and fat digital marketing budgets lining every street from Seattle to Bellevue to Blaine. Venture funding was flowing like freshly corked bottles of Dom Perignon. It was a heavenly moment for entrepreneurs and opportunists. For me and the ad agency pitch teams who chased after them with abandon it was a four star meal ticket to cash in on the region’s new-found prosperity. Or so we all thought.

On January 21, 2001 I uprooted my family from the piney woods of East Texas to stake my claim of fame and fortune in Seattle’s pot of digital marketing gold. I had a heart full of optimism, a head full of modestly successful marketing campaigns and a 20-year resume documenting my experience as the head of business development for Los Angeles and Dallas ad agencies and design firms. I had fire in my belly, fully convinced that hunting for plum new advertising accounts in the emerald green pastures of industry titans like Boeing, Microsoft, Starbucks and Amazon meant one thing. Big bucks.

And it was…until it wasn’t.

As many of us painfully discovered–in the irrefutable trends of macro-economics–what goes up must come down. The dotcom go-go era eventually slowed to a trickle, then bottomed out in 2001—not so fortuitously at the same time I left the comforts of East Texas to assume the reigns of new business for Seattle’s Horton-Lantz-Low marketing agency (arguably the largest and most innovative independent agency in Seattle at the time which unofficially merged with Ascentium in 2010).

Despite the downturn, for me it was a time of enormous challenge, growth and modest success. I learned to pitch business from the very best, in a team environment, competing for some of the richest and most storied advertising and design accounts on the planet—Patagonia, Shimano, Princess Cruises, Phillips Electronics, Microsoft, etc.

Though I brought to HL2 a solid background in account strategy and copywriting, I was hired for one reason: to get in front of prospects. And I did so, with dutiful enthusiasm as the sort of “tip of the spear” big game hunter for the firm.

What I learned could fill a book (which may happen one day). But for the purpose of this blog series I’ll lay the foundation for my learnings and pitch strategy by borrowing the simple but profoundly effective proprietary sales process model from my sales mentor and forever friend, the late Roy Chitwood. In his Max Sacks “Track Selling” training program (www.maxsacks.com – I wrote most of the copy and produced the website) Roy defines the track selling process as follows…

Approach  >  Qualification  >  Agreement of Need  > Sell the company  >  Fill the need  >  Act of commitment  >  Cement the sale

With this groundwork of a brief introduction and sales model laid, we’ll talk next week about that critical first step in the sales process that I’ve discovered, time and again, which separates the men from the boys—the Approach Stage.

Check in next week for Be first, be fast, be fabulous—Part 2

(photo credit courtesy of John Hamm, post Mad Men)

Greed Causes Fighting. Trust Leads To Prosperity.

greed

Not long ago I met with a company that specializes in digital apps for entertainers. Their client roster reads like a Who’s Who of recording artists: Usher, Sara Bareilles, the Eagles, Smashing Pumpkins, Kelly Clarkson and others. Their work is very good, exceptional in fact when you realize the team has deftly cornered the market on high-dollar app development projects, not from LA or New York—but a dingy basement in Bremerton, Washington.

They are young and lucky and they know it. When we started talking about combining our talents in a “unite-and conquer” partnership to further dominate the entertainment app development space their excitement was palpable. But the minute we started talking money—about who gets paid for what in a series of hypothetical scenarios—their eyes got shifty, their words tightly measured and their vibe cagey.

It was clear to me their suspicions were fueled by fear. What was written on their foreheads on an invisible Post-It note was the elephant-in-the-room question, “What if we don’t get our fair share of the money?”Try as I did to reassure them it would be a win for everyone, they seemed skeptical. Looking back, I guess I can’t blame them. They simply didn’t know my team enough to trust us, nor me. But the underlying issue was more immovable: When it comes to money—and the power that often accompanies it—people often get weird. And the perpetrators of such behavior are the evil twin sisters, Greed and Fear.

Some years ago I took a marketing team to Atlanta to make a once-in-a-lifetime presentation to the top executives of Coca-Cola’s digital marketing division. It went pretty well, but throughout the pitch one of our developers continued to interrupt the discussions with her dogmatic points of view which quickly overpowered the ideas of the client. At one point she even turned on me and adamantly refuted the rationale for my perspective on a matter. It was bad enough that she was completely mistaken in her judgment. But she embarrassed our team, and worse, the Coke executives. It was greed that drove her subversive assault. Greed for power, greed for recognition. As you might guess, we didn’t win the business.

When we later stepped out of the elevator following the meeting I paused to read a massive quote etched into the black granite wall of the stately lobby. It moved me deeply, as if I were reading The Ten Commandments written on Moses’ tablets of stone:

“THERE IS NO LIMIT TO WHAT PEOPLE CAN ACHIEVE IF THEY DON’T CARE WHO GETS THE CREDIT” (written by Coke founder Asa Griggs Canler)

If the Coke brand is a shining testament to that tenet—which it is—my colleagues’ behavior in that meeting was the polar opposite.

Whilst lying in my hotel room that night, staring up at the black ceiling, I rewound the day’s events. After a few minutes I heard a faint whisper…

“You learned something big today, Phil. You learned by simply observing how ugly and destructive greed, fear and insecurity look like from the other side of the desk. May that lesson stick with you. Don’t be greedy with power, influence or money.

“Keep trusting others to do their part—especially when they appear better, more productive or important than yours—and give credit where credit’s due.”

“I Was Cable Before Cable Was Cool”

ted turner 3

Ted Turner is one of my heroes. My first encounter with Ted, or shall I say his persona,  was while driving through Atlanta’s Peachtree Plaza en route to a national sales meeting for Rollins, one of the South’s true media giants back in the 80s. I glanced up from the taxi window at a towering 40 foot billboard displaying a bold declaration:

“I WAS CABLE BEFORE CABLE WAS COOL.” Signed, Ted Turner.

“Who would do that? Who would have the gall to think they invented a whole industry and publish their bravado on billboards scattered throughout their own home town?” I asked myself. A few years later I learned the answer. Only Ted would do something like that. Why? Because back in those days only Ted had the courage, insight and legitimate ownership rights to a field that would swiftly turn the entire entertainment industry on its ear.

In the mid-80s I temporarily left behind my executive sales career to stake my claim of fame and fortune in the direct marketing industry, a relatively obscure business back then simply known as direct mail (the ugly step sister to the glamorous advertising industry). My plan was to briskly hop three stepping stones–the first to the drab DM industry, then to the emerging cable business, then into the sexy world of entertainment advertising.

Little did I know that first stepping stone, direct mail, would one day become the mother lode of marketing, the true darling of today’s fast-morphing interactive, social media, direct response marketing industry. As luck (or fate) would have it, I was blessed to hire on as an Account Supervisor and assistant to the iconic Freeman Gosden Jr, one of the pioneers of modern direct marketing as we know it, and chief architect of the legendary 40-40-20 Rule (the de facto formula for direct marketing success).

For several years I was Freeman’s shadow. He took me everywhere–to the boardroom of Hilton Hotels, to Universal Studios executive lunchroom to the publisher’s penthouse at Architectural Digest. He even sent me to New York one time with the expressed purpose of meeting John Yeck, the brilliant copywriter and founding chairman of the Direct Marketing Educational Foundation.

Anyone who ever worked for Freeman owes him a debt of gratitude. He was brilliant, a mad scientist trapped in an ad man’s body. A simple glance of those piercing eyes over the rims of his reading glasses could set legions of AEs aflight. He was a tyrannical perfectionist, yet merciful to a fault when you cost the company $20,000 due to a simple proofing error or missed drop date. “How else are you going to learn?” he would often say to those of us mistaken-prone AEs who were moving at mach speed in the West’s  largest direct marketing agency.

To this day I have the utmost respect for those who have graduated to the fast-pitch league of social media, email marketing, “two-step” landing page strategies and the like from the hallowed halls of direct mail. Want to create the perfect order page? Take your queue from a well-designed reply card. Looking for the ultimate hook in a subject line? Search no further than a clever outer envelope teaser.

Note to hiring managers: On the lookout for the most talented direct marketers to help you win the war on branding and customer acquisition simultaneously? Hire direct mail specialists—the foot soldiers of direct marketing. You can never go wrong.

One day we’ll look around and see precious few of the founding fathers of direct marketing among us. Yet in my dreams I see a 40 foot billboard along the Santa Monica Freeway sporting a familiar headline in quotes…

“I WAS DIRECT MARKETING BEFORE DIRECT MARKETING WAS COOL.” Signed, Freeman Gosden Jr.

Except Freeman would never do that. First because he doesn’t own a billboard company. And second because he’s just too humble a guy.

Hats off to our direct marketing forefathers whose tried and true techniques help us serve clients in the digital world to their most strategic, profitable advantage.

Go Big Or Go Home

taylor swift 2My 19 year old daughter is an aspiring professional singer. As a sophomore vocal performance major she’s often auditioning for a part or performing in a concert.

Every once in awhile she’ll call or text me about a show she’s getting ready to take the stage for. She’s usually looking for a pep talk or reassurance that she won’t biff.

My advice is always the same…

“Go big. Have fun…or stay in your dorm room.” She seems to listen because it apparently pays off.

What does going BIG mean to you? Whether you’re a salesperson or singer, presenter or preacher, in my mind it means tapping into that passion and energy deep within your heart to share a prized gift to your audience.

Since I’m an entertainment marketer I’ll give you a couple of examples. The best is from the King of Pop. If you read my earlier post you watched MJ’s History show in Munich as he floated, stomped, screamed and whispered to the roar of 100,000 ravaging fans.

Let’s face it. Michael was from a different planet, oozing passion and energy from drinking kryptonite or something from distant galaxy. It seemed that from every pore in his body, shoes, even that raw energy electrifying reshaped the sound waves produced from his voice.

The best preachers tap into it when attempting to pierce the hearts of souls they’re seeking to convert. Call it hell fire and brimstone, or whatever. It’s palpable. The late Chris Farley applied it with abandon while sitting in the interview chair on the Late Show with Conan O’brien.  The best pop singers have made it their signature sound (think Christina, Miranda, Adam Levine, etc).

For example, feel the passion, crazy talent playfulness from the biggest star you’ve never heard of…yet:

http://www.youtube.com/watch?v=7TwpajZIUxM

Celica Westbrook was all of 15 when this video was shot. Not in front of adoring fans or flanked with hunky dancers, but in a small Nashville studio. Which is an even bigger testament her energy and love for the lyrics and music of Al Green’s People Get Ready.

 When Celica makes her television debut in the next week or so on The Voice (under the expert coaching of Keith Thomas), she’ll hopefully be adding that magic ingredient she projects that can even make a sour note sound heavenly. What’s that? Humor. It’s what a beautiful, energetic, fun-loving high school senior should be doing at the ripe old age of 17…having fun.

Another case in point since we’re on the topic of beautifully talented, golden-yet-light-hearted young women: Taylor Swift. Want to know why this 22 year-old grossed more sales last year–$100 million–than any recording artist on the planet? Take a looks and see for yourself:

http://www.youtube.com/watch?v=WA4iX5D9Z64.

$100 million. Let me say it again. $100 million.

Love her or hate her, she proves my point: Everything she does…whether videos, arena tours or talk show interviews, she is who she is—oozing passion and playfulness at every turn.

Tomorrow I get my own shot at five minutes of fame. I will be a presenter at Interbike, North America’s largest stage for the bicycle industry. I will be presenting a global marketing campaign for bike shop owners around the world—many of whom need a primer on how to sell electric bikes to their die-hard spandex-and-shaved-legged cycling customers.

So I’ve been thinking…like you should always be thinking…how do I go big?

Since I’m pitching electricity-powered bikes maybe I’ll switch my mic to a 220 volt power supply with a 1,000 watt amp and jolt everyone to attention with my booming voice? For that maybe I’ll need rubber-soled tennis shoes while talking through my PowerPoint slides.

Otherwise my next blog post might be…”Stay Grounded Or Die.”

(originally posted 10.30.13; reposted 2.5.16)