tag:blogger.com,1999:blog-6072420181476584961.post7567069057437601241..comments2023-11-05T04:01:12.146-05:00Comments on Ad Aged: We listen harder.george tannenbaumhttp://www.blogger.com/profile/10974259094860905139noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-6072420181476584961.post-57196552757475074982011-05-12T12:57:30.876-04:002011-05-12T12:57:30.876-04:00Lee Clow told me the same thing years ago. He said...Lee Clow told me the same thing years ago. He said, "I don't art direct better than most. I can't write. And I'm not a businessman. But I know how to listen. Not just to what people say, but what they mean. If you want do well in advertising, listen." <br /><br />I probably should have taken his advice.Rich Siegelhttps://www.blogger.com/profile/01863451214232651917noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-9730240763852674892011-05-12T12:21:10.445-04:002011-05-12T12:21:10.445-04:00If you're in advertising long enough you'l...If you're in advertising long enough you'll use everything you know.bob hoffmanhttp://www.adcontrarian.comnoreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-408891985212835892011-05-12T11:18:09.935-04:002011-05-12T11:18:09.935-04:00Smart, Graham.Smart, Graham.george tannenbaumhttps://www.blogger.com/profile/10974259094860905139noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-70865127537774675402011-05-12T11:07:19.557-04:002011-05-12T11:07:19.557-04:00Part of listening harder is making it easier for t...Part of listening harder is making it easier for the client to spit out what they can't quite articulate. (Hey, there's a reason why they hire you...)<br /><br />I've found that, in a meeting/interview situation, asking stupid questions helps. Like, really stupid questions. <br /><br />It baffles them. It boggles them. It makes them dumb down their answers to a bare minimum. So instead of getting something like "...because it enables the synergistic confluence of ideas in a way that concurrently benefits both parties in terms of understanding and in a way that will motivate them to take action on those ideas", the answer is "...because they just get it, and they get'er done."<br /><br />I can work with that.<br /><br />At first I used to apologize, saying something like "I know this is a stupid question, but in your words, why..."<br /><br />Now I don't bother.<br /><br />(Note: this works best if the person you're talking to isn't the same person you're invoicing. You don't want to undermine the confidence of the person who hired you...)<br /><br />~GrahamGraham Stronghttps://www.blogger.com/profile/04124777337392102938noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-41104882100936060242011-05-12T10:45:03.962-04:002011-05-12T10:45:03.962-04:00@Tore
We'd get along famously. As a copywrite...@Tore<br />We'd get along famously. As a copywriter my initial ideas come as images not words, that I then explain to my AD partner, who then comes up with some key words for those images and off we go.Sean Peakehttps://www.blogger.com/profile/15647626145109669657noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-13315965218348595212011-05-12T10:34:23.941-04:002011-05-12T10:34:23.941-04:00Absolutely, Tore. That's why you're the be...Absolutely, Tore. That's why you're the best.george tannenbaumhttps://www.blogger.com/profile/10974259094860905139noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-2858747144435982312011-05-12T10:32:56.164-04:002011-05-12T10:32:56.164-04:00I'm an art director. I use the same technique....I'm an art director. I use the same technique. In search of ideas. Which often becomes a story expressed in words before it takes shape as "art".Tore Claessonhttps://www.blogger.com/profile/04978163002830730401noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-49416589040931225902011-05-12T09:49:00.899-04:002011-05-12T09:49:00.899-04:00Right on the mark as usual.
People will always as...Right on the mark as usual.<br /><br />People will always ask me where I got that clever piece of information that makes the Ad come to life. My response is usually the same, "it's on page 45 of your impossibly long brand study."<br /><br />Reading deeply and widely is the key to being a successful writer.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-40953468068272416742011-05-12T09:45:41.531-04:002011-05-12T09:45:41.531-04:00Thanks, Sean.Thanks, Sean.george tannenbaumhttps://www.blogger.com/profile/10974259094860905139noreply@blogger.comtag:blogger.com,1999:blog-6072420181476584961.post-33379459112812186222011-05-12T09:40:36.105-04:002011-05-12T09:40:36.105-04:00This is Off Topic, but you'll (I believe) love...This is Off Topic, but you'll (I believe) love this TED video by Sir Ken Robinson—it's on creativity. Very amusing. Very true.<br />http://www.youtube.com/watch?v=iG9CE55wbtYSean Peakehttps://www.blogger.com/profile/15647626145109669657noreply@blogger.com