Caught In The Spokes Of The Sell In

Rich…! at Hello World waxes poetic on an issue close to all our ad world hearts.

People are like dogs, they need to mark their territory, sadly for anyone who ever has to present creative/strategic ideas, in the land of men, outright acceptance is not seen as a sufficient marking tactic.
Right or wrong, people will generally want to criticise your product in some way, this is how they prove to themselves (and everyone else in the meeting) that they are worth every penny of their paycheck – I do it all the time.

As we debate the various causes of poor advertising, it might be time better spent to debate the subtle psychologies of selling.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.