From the horse’s (marketer’s) mouth. Part 2.

From the Horse's (Marketer's) Mouth: Part 2 - Cut the BS!

Last week I asked a creative services buyer at a global brand for some dos and don'ts for creative firms pitching their businesses.

> Don't try to be all things to everyone. Specialism is good.

> Be honest about what's a stretch for your business. It helps to build trust.

> We can see through the BS immediately. We hear a lot of fluff and it shows naivety.

> Be likeable. If you're in the room with us, you probably have the skills. Now it's about chemistry and being your expert self.

> I want to meet founders, CEOs and MDs. I've had very junior people come sell their services and it shows a lack of understanding of the opportunity of getting in the room together.

Having a specialism and expertise is so important. And being able to express that to clients is vital.

When everybody looks the same, price shopping comes into play.