Ever feel like you're stuck in a never-ending loop with clients for an ads agency account manager, constantly explaining why your agency's proposed campaign is the best approach?
As an account director, I know the struggle all too well. We spend countless hours crafting proposals, justifying our creative decisions, and navigating negotiations – all to ensure everyone's on the same page.
But guess what? Even the legendary Lee Clow, the advertising mastermind behind Apple's iconic branding, faced similar hurdles. Here's a story that illustrates the importance of focus and persuasion, even when dealing with someone as brilliant as Steve Jobs.
Photo Source : SalesLayer
The Art of Convincing Steve Jobs:
Lee Clow, once Steve Jobs' advertising partner at Chiat/Day, encountered a situation where Steve wanted to highlight five key features of a new Apple product in a single ad campaign. Now, most account directors would understand the client's perspective. After all, showcasing all the bells and whistles seems like a good way to sell the product, right?
The Power of One Clear Message in Advertising
Lee Clow, however, knew better. He believed cramming too many messages would dilute the impact. To illustrate this point, he used a simple yet powerful technique – the five paper ball trick which is a very famous story in advertising story. So, he had a demonstration for Steve Jobs with his “Five paper ball trick technique” as follows.
- Step 1: Lee Clow crumpled five sheets of paper into balls.
- Step 2: He challenged Steve Jobs to catch all five balls when thrown at once.
- Step 3: Steve Jobs, unsurprisingly, failed to catch any.
- Step 4: Lee Clow then crumpled one sheet of paper into a single, tight ball.
- Step 5: He threw it at Steve Jobs, who easily caught it.
The Key takeaway of the Famous Five Paper Ball Trick Technique
- The five paper balls represented the numerous features Steve Jobs wanted to highlight.
- Lee Clow's point was that a single, focused message (the single paper ball) would be more effective than a barrage of information (the five balls).
- This technique emphasizes the importance of prioritizing and delivering a clear, concise message in advertising and marketing.
My thoughts as an Account Director from this story:
The five paper balls represented the information or messages that a campaign could feed the audience in the advertising industry.
The single ball represented one clear, concise message that resonates. Just like Lee Clow convinced Steve Jobs, our job as account directors is to guide clients towards impactful marketing strategies. It's about advocating for the power of focus and delivering a single, compelling message that cuts through the noise and connects with the audience.
Agency Should Take the Role of an Authoritative Advisor
Here's the takeaway: Client collaboration is a two-way street. While we strive to explain our creative vision and back it with data, clients also deserve to understand the thought process behind our proposals.
Lee Clow's story reminds us that even the most visionary leaders need a little persuasion sometimes.
So, the next time you're caught in a back-and-forth with a client, remember the five paper ball trick. It's a reminder that focusing on a clear message is key, and that even the best ideas need to be presented persuasively to achieve maximum impact. Never underestimate the power of a well-crafted argument, delivered with a touch of ingenuity!
