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creative

Shut up and sell.

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Remember this old sales person’s adage:  “If you’re talking, you’re selling.  If they’re talking, they’re buying.”   Lay back and let clients verbalize their thoughts after you’ve shown your work.   Let them talk, especially if what they’re saying is positive. Don’t keep selling what’s already been sold.  Be quiet and let them take it away. They’re trying to talk themselves into liking your idea.  Let them.

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David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.