What Not To Do When Selling Your Services by Bob Bly

Posted August 25th, 2011 by Nelson Tan. Filed under Uncategorized

Many years ago, I taught a class at the Learning Annex in New York City on how to make a six-figure income as a freelancer.

One student, JR, wanted to break into writing TV commercials for Madison Avenue, and he had devised what was (according to him) a brilliant marketing strategy for getting hired.

In actuality, it was the second-worst marketing idea I’d ever heard in my life.

JR had, he told the class, written some “brilliant” TV commercials.

The Super Bowl was only a few weeks away at the time.

JR’s marketing strategy would be to show up at the offices of Madison Avenue’s biggest ad agencies and show the copy for his commercials to the creative director.

The creative director, he reasoned, was under tremendous pressure to produce a great Super Bowl commercial for the
agency’s clients.

By bringing those great commercials with him, JR would save the day