We’re Ad People First, Bloggers Second

Since most news-based firms (and many in entertainment) are now moving fast into blogging, reporters and editors have learned to respect the medium, albeit begrudgingly in some cases.
On the flip side, Mike Smock’s recent experience with a potential client shows how some in business are still slow to grasp full picture.

Since almost all of my prospects see my blog first, and even though I have my campaigning credentials prominently displayed – visitors see my as a blogger who writes about campaigning – not a campaigner who writes a blog. Some might say what’s the difference? As it turns out there is a big difference.
I was talking to a prospect the other day about a campaign. A prospect who had signed up for my free newsletter and who had corresponded with me via email. He had a situation that was perfect for my methodology but he wasn’t giving me the time of day. Why? In his words – “you’re a blogger! We need an agency who does campaigns not a blogger who writes about it!” Hmmmmm…..

When it comes to marketing and advertising blogs, I can think of very few that are written by so-called “bloggers.” The vast majority are written by people inside the industry, freelancers and consultants and by former ad men and women.
Other than the few written by journalists, and by juniors in the ad world, the people behind ad blogs are for the most part more than qualified to consult. Please note that I’m not faulting the journalists here, I’m just saying that client service falls outside their realm of expertise.



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.