by @ObrianSA

Mxolisi Tyawa

For first-time advertisers, advertising might prove to be a hard sell. That or they might harbour unreasonably high expectations. The fact is, first- time advertising clients need to be held by the hand throughout the journey. And there is the right way and the wrong way. Which is to say that there is no one-size-fits-all method, but a few broad guidelines might help:

Value vs Cost: Understandably, the first-time advertiser has no idea how much things cost, and they can only appreciate the value of the advertising after the fact. Having said that, you need to get them to appreciate that the current cost needs to be read with the projected benefit in mind: Listen. Really listen actively and strategically. Often, it is not what the first-time client says, but what they leave unsaid, that is most important. The client will often frame their challenges in cold business terms, and you need to listen out for the communication challenge.

Be tactful: It is too often the case that what the client tells you they want is not exactly what they need at that time. A client might say , ”Make me look sexy and desirable. ”You then need to find a way of telling the client the truth without making them feel bad about asking in the first place. Every journey needs a roadmap. Once you agree on the destination, you need to agree on how to get there.

Strategy is not an after- thought. The temptation is to take control, to own the process in a way that minimises the client’s role. And yet, this often comes from a good place. Eager to impress, you feel the agency should take the lead and school the client.

But if you find a way of letting them into the process, you’ll find it easy to sell the solution; and the results will likely be more rewarding for both parties. Collaboration fosters a sense of ownership and investment, transforming the project into a shared journey rather than a one-sided endeavor.

By actively involving the client, you not only gain valuable insights from their perspective but also build a stronger partnership based on trust and mutual respect. This approach encourages open communication and creativity, leading to innovative solutions that truly meet the client's needs. Ultimately, when both the agency and the client work together, the final outcome is more likely to be successful and satisfying for everyone involved.