You will get noticed.
Will it be for the right reasons?
About a month ago, I had a wonderful conversation with the Vice President of one of the most
respected business journals in the country. She has been with the organization for decades and is actively involved in its advertising relationships. Although we knew many of the same people, our paths had never crossed.
A longtime advertiser prompted the introduction.
She had noticed a significant improvement in the advertiser’s creative and asked the account representative who was responsible for the branding and advertising. The account rep introduced us.
We spoke for nearly an hour about industry trends, observations we’d made about local and national brands, and our experiences in the Orange County business community.
I also shared my respect for the publication. It’s an excellent platform for businesses that understand the value of visibility, credibility, and reaching the right audience. I’ve always enjoyed the relationship and have been excited when clients choose to advertise there.
Naturally, we discussed the importance of thoughtful branding and compelling advertising,
and the opportunities businesses miss when they invest in media placement without giving their creative the same attention.
Here’s where it gets interesting.
During our conversation, she mentioned other advertisers whose creative had caught her attention. The ads were beautiful and compelling, and they had made an impression on both the publication’s leadership team and its readers.
I was both humbled and proud to share that those were my clients, too.
Several of the ads she singled out were work I had created. For someone who sees so much advertising, those pieces had made an impression.
She has also recommended me to members of the publication’s staff, who in turn have recommended me to their clients. As someone already working with several of its advertisers, I deeply appreciate that confidence.
And that’s where the win/win/win comes in.
Win #1: The client wins. Their brand shows up with a distinctive, professional presence. Thoughtful creative helps them make better use of the visibility they’ve invested in.
Win #2: The publication wins. Great advertising contributes to the quality of its pages and gives the sales team compelling examples of what’s possible.
Win #3: I win. An unsolicited compliment means a great deal, especially from someone with decades of experience. When that appreciation leads to recommendations, it’s even more meaningful.
My point in sharing this?
The work matters. The thinking matters. Authentic, thoughtful creative matters.
Great branding and advertising should make an impression, elevate perception, and complement the quality of the publication carrying it.
If you care about how your brand is perceived, what people remember about it, and whether you’re standing out for the right reasons, and if you want to win, I’d welcome a conversation.
