If you read my previous post, you might have noticed that Munir Samji wanted to know what I do for a living, and that I couldn’t explain in less than 589,000 words.
So I asked if any of my gentle, creative and caring subscribers would help me write a simple slogan.
All two of you rushed me, one in New Zealand and the other in Wales.
By comparison, in the last week, my post, “The Original Shaggy Dog Story,” got 97 views, which is a bit dispiriting when my blog is supposed to be about digital marketing.
Anyway, Carl Sarney wrote from Auckland in New Zealand’s North Island, and sent me this:
“I enjoyed your ‘I need a slogan’ article. Between arriving back in New Zealand in February, and starting at DraftFCB in October, I also had a crack at freelance marketing consultancy (working on swimming pools, electric go karts and a brewery). I also found myself wanting for a simple explanation of ‘what do I do?
Just last weekend I found myself describing my job to someone as ‘like a clutch pedal delivering the raw power of industry to the gears of human decision-making as smoothly as possible’ …she didn’t really understand how a clutch pedal works however, so it was lost on her haha.”
Thanks, Carl. I rather liked it but I just couldn’t quite see Munir listening with a straight face.
Fortunately, Steve Dunn of Williams Medical came sprinting across the finish line with the following:
“In your latest blog you ask for a snappy definition of what it is you do. Here is my attempt to synthesise one.
Firstly, you do lunch very well.
This is a key skill and has been honed by many years in client service. It’s a marketing tradition that needs to be protected as, in these trying times, lunch seems to be on the decline and we all need to work harder at protecting it; and socialising over an issue in a non-threatening environment is a good start to solving it.
Secondly, you listen to people. Nobody is listening these days; people tweet, text, blog and email; but the art of listening has been lost and with it the ability to understand the person and define the problem. Consultants these days invent the problem they wish to solve without reference to the corporate consciousness; and so the wrong issue is attacked with the wrong weapons.
Thirdly, you teach. People generally have the answers to the problem they are confronting. They simply lack the ability to formalise it or the experience set to solve it. At our great age we have seen most of the mistakes people can make and made many of them ourselves. You lead people to the solution so they may see it for themselves.
So I think the strap line is easy to find; and no, it’s not ‘I teach people to have lunch’. It’s that you give people the confidence to take the right decisions with the right tools.
Let me know if you hit upon a better explanation, Steve.”
I am very happy with this apart from the bit about “at our great age.” He’s at least a year older than me.
And, yes, it’s true, I do teach people to have lunch. Where else are you and your client going to have an hour to discuss an issue and then come up with a big imaginative solution?
Finally, the Original Shaggy Dog Story worries me. Am I losing subscribers because I haven’t posted a joke for a while?
Here’s a bullet-proof gag. The comedian was Bob Monkhouse:
“People laughed when I said I was going to be a comic. Well, they’re not laughing now.”