Excerpts from Education at PPAI Vegas
I'm grossly oversimplifying Cliff's presentation, which was far more detailed, but those two bullets roughly cover the heart of his material. Overall I would recommend seeing Cliff speak. He's a great presenter, has a lot of industry experience (I believe 27 or 28 years?), and provided a good mix of philosophical and practical advice. He also gave a lot of case study examples to support his points, which I think is great. Seeing the 4-5 examples of creative promotions that Cliff had created, as well as just as many anecdotes of creative selling, really made his point of being more than just a commodity seller very clear.
BEST QUOTE: "If you are commodity-based, if you're just selling product, you will soon be a dinosaur in this industry."
MOST INTERESTING IDEA: Billing clients for your creative time like a lawyer would for legal counsel. You would offer free consultations, as a lawyer would, then return with an estimate of how many creative hours you'll be spending on research and other work. Charges for product, delivery, etc., would be included normally.
If you're at the show, good luck, have fun, and remember, check back here tomorrow for part two!