Love what you sell

October 19, 2009

by Michelle Edelman, President  @

NYCA is absolutely abuzz right now with work. For new clients and old, and a slew of new prospects. Not surprising, the best work in the agency is for products that are easy to believe in.

Why do people believe in brands or products? Market leadership, killer features, fresh consumer insights, inspiring design – I’m sure you can think of more. These are the reasons NYCAers get excited about their clients as well. But there’s something else within our walls too. 

Not all brands are the market leader. Not all products are best of breed. Sometimes the reasons consumers should care about a product is not obvious. Sometimes the communications themselves are what make a brand great. 

heartforblogThe truth of NYCA is that we don’t just sell what we love. We love what we sell. Our own quest to find passion within our assignments brings out new reasons for consumers to buy. We don’t stop till we find that property of value – that thing that’s worth a consumers time and attention – proving our clients’ products are worth the money spent – that’s what pushes us harder.

In that way, we’re more like part of the sales force. We know that every minute, we have to earn the consumer’s dollar. We know that each sale is earned and not to be taken for granted. Metrics tell us that a current customer is up to 8 times easier to sell than a new customer. We approach our thinking believing everyone’s a tough sell. And that’s why it helps to love what we sell. There’s a “never let up” mentality to our work – and that’s a key ingredient in why we have grown every one of our clients.

Relevance is cool.

June 16, 2009

By Michael Mark, creative director/CEO @NYCA 

What is the future of advertising? Selling stuff.  Yeah, still. How: Relevance. Not fancy self promoting cloudlike techno-marcom-digital-social-speak. Delivery systems will relentlessly evolve, but the only thing that will ever get to and hold the consumer’s heart and credit card is dramatic relevance. Only through relevance in product, messaging and media context will advertising do its good work – and it’s not enough to engage only, or to educate, or to tickle a remembered laugh out of them. You have to sell. Selling takes empathy and trust, and you can’t get there if you are not taking the superhighway of relevance. Now, you might say, relevance isn’t sexy. There’s no award show category for relevance. Relevance is not the first one asked to the marketing dance floor, sadly overlooked in search of the new hot trend. But relevance touches you deeply. Your mom is relevant. Your home is relevant.  iphone The iPhone has apps that people want, like a counter that tells them how many calories they are ingesting. If you’re a dieter, that’s so relevant. That’s why it’s selling so well.  Wal-Mart is cheaper and has lots of stuff in one place so you can check off your list all in one stop without wasting gas or time. That is so relevant. That’s why people are shopping there now who weren’t before when luxury cool was “in.” But what’s “in” now is relevance.  Take relevance for a spin. Be brave. Drop the attitude, walk over and just ask.  Selling is the new cool.