The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling. Originally presented to AdFed, the ad club of Pensacola.

1. Landing new
clients.
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2. “. . . but our industry
is different”
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3. The 7-step approach
to connecting your
experience to the
needs of a potential
client in ways that
make what you’ve
done in other
industries and for
other clients relevant
and compelling.
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4. Today
• What’s really going on
• The ABCs of creating relevance
• Put this approach to work
 Focus on the process, not simply the product
Do more of what you enjoy and
enjoy more of what you do
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5. Nothing
endures but
change.
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6. #1 most viewed
The Paris Hilton
Channel on YouTube
191,324
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7. $10 million value
Mentos
Half their annual budget
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8. P&G
Advertising in video games
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9. Burger King
Advertising on myspace
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10. IBM
“Not advertising” on the sidewalk
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11. “15 hours ago PLUTO was looking
more and more like a goner . . .”
--Sydney Morning Herald, Australia
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12. c. 535 -
Nothing 475
BC
endures but
change.
From Lives of the Philosophers by Diogenes Laertius
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13. “This is the way he said he wanted it.”
“I took it back to them, but they didn’t like it,
and they want you to . . .”
Roadblocks to
implementing new ideas
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14. “. . . but we’ve always done it this way.”
Roadblocks to new ideas
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15. “. . . but our industry is different.”
Roadblocks to you
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16. “Our . . .
channels
customers
products Roadblocks to you—
project, account, position . . .
competitors
. . . are different.”
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17. Underlying forces
 Fear that it won’t work
 Fear that it will work
Contribution
Self-worth
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18. How did we get here?
“I need ...
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19. What’s really going on?
“I need
 A successful product launch
 Increase revenue from my
core product line
Self-worth
...
 Save my product Power
 Get the VP of Sales
off my back
Money
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20. What’s really going on?
Fuzzy thinking
Successful company  Employs tactic 
 Tactic creates success  We need that tactic!
Strategy
Does it make
sense?
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21. The death
spiral
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22. The way
out is at the
start Focus on objectives
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23. Start with a
process
. . . any road
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24. Always begin with the
business
objective
Pick an example from your
experience that matches your
understanding of your client’s
need today
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25. Describe the
background
Why was this an important problem
—and a difficult problem—to
solve?
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26. Explain the solution
constraints
Time? Money? So-so product?
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27. Walk through the
process to come to a
decision
Research, market insight
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28. Describe what you
executed
Tie back to the objectives, constraints,
and decision process
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29. Explain the
findings
What worked, what didn’t, and why?
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30. Go back
And tie back to the current situation
and objective
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31. Always ( objective )
Background
Constraints
Decision process
Executed
Findings
Go back ( objective )
Focus on the process of solving the
problem, not the product produced
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32. Recognize differences
 Laws and regulations
 Underlying economics
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33. Discuss . . .
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34. Lee Wright
lee@leewright.net
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