The Standard of Performance
hat is The Standard of Performance? This is a set of high internal code of ethics, ideals, and attitudes that we will carry our business with. Clients interested in working with us should be curious about what our company stands for.
We tried to make this not the usual “company missions and vision” filled with abstract jargon and self-praise that do not induce respect from people. The client usually glances and says, “yes, everybody says that.”
Many of these core values and beliefs are what I personally stand for. Hopefully, when more people join us in the future, they will take on these values as well.
7 basic values and philosophy to work by:
1) Always go the extra mile for our clients.
We can impress our clients when we go the extra mile for their business. And we can benefit from the law of contrast since the majority of people stop at the finish line and do no more. (and how many more fall short of the finish line!) Although we often do not get paid for the extra mile of work done, it is still beneficial for us as we gain experience within our client’s industry and our own—both of which money cannot buy.
2) Go easy on the client, go difficult on ourselves.
Go easy on the client when they set expectations. Every business purpose is to sell at a profit. We are no different. Always set our standards higher than what the client can ever set for our work.
3) Keep our positive attitude consistent.
Positive attitude is contagious, just as is a negative attitude. We would refrain from working with any client with a negative attitude because it is no different from a disease that can infect minds that are not vigilant against it. It is important to keep a high level of positive attitude at all times when dealing with clients and with ourselves. This will establish confidence from our clients and help us produce a higher quality of work.
4) The first purpose is to sell.
The primary motive of every ad is to sell, so when we write ads, we should ask, “how can I make it sell better?” In this way, advertising that sells becomes an investment for the company and not merely an expense.
5) Be prepared.
Work hard to get ready for expected situations – events you know will happen. Equally important, plan and prepare for the unexpected. There’s a multitude of things that can go right and wrong in the world of advertising. “What happens when what’s supposed to happen doesn’t happen?” is a question we must always anticipate and be prepared for. Nobody can control the outcome of any campaign, but we can control how we prepare for it.
6) It’s always day one.
This point is stolen from Amazon! It’s too valuable that we have to imbed it into our philosophy. Day one approach has a relentless focus on customer value, creating long term value for our clients over short term profit, and boldly innovating to meet customer needs. “Yesterday’s ‘wow’ quickly becomes today’s ‘ordinary.’ Customers can provide endless ideas and inspiration to innovate, and their needs and desires will drive you to invent on their behalf.” – Jeff Bezos.
7) Do not disparage competitors.
Do not disparage our competitors. The moment we do this, we give off a very negative and selfish impression, and we will attract clients of the same attitude. Excel our competition but practice good sportsmanship by refraining from discussing anything negative about our competitors.
Few Friendly Dos and Don’ts
DO manage our client’s accounts as if it is our own business, or that we are owning a huge stake in the business.
DON’T set the account and check back once in a while.
DO burn the midnight oil for our clients, if needed. (it is believed that great work is done after regular working hours)
DON’T do just enough. (it is a sure-fire way to lose our clients!)
DO be friendly and agreeable. It is easier to deal with such people.
DON’T be antagonistic and hostile. No one like to deal with this kind of people.
DO thoroughly study or use the advertiser’s product before writing any ads.
DON’T write what you don’t know. How can we sell a product which we ourselves do not understand? The first person that must be sold of the product is the owner himself; next is the man writing the ads.