The Question That Changed My Life

The title of this mini podcast is, The Question That Changed My Life.

I learned a lesson from a giant in the world of advertising, Dick Orkin, Dick created

two wildly popular radio cereals in the 60s and 70s, chicken man and the adventures of

the tooth fairy.

He also created and starred in award-winning commercials for companies like Time Magazine,

GMC and the Gap, just to name a few.

Dick was a genius.

His commercials were on cookie cutter ads.

They were a little works of art that sold.

In the late 70s, I had the good fortune to interview him.

And I asked him about his process.

What was the secret?

The formula?

His answer surprised me.

He said, When I interview a client, I don't want to know their address, how long they've

been in business, or that they have award-winning customer service.

I just want to know one thing.

How do they want the customer to feel after hearing their commercial?

Boom, mind-blown!

And I realized that lesson works just as well in life as it does in advertising.

When I interact with someone, I can ask myself, How do I want this person to feel after

spending time with me?

That question changes everything.

It shifts the spotlight off of you and onto them.

I remember a moment from my radio days.

Our top salesperson once asked me to sit in on a meeting with a prospective client.

She did the usual rapport building, and then she asked them one simple question.

What do you do for fun?

That was it.

And suddenly the meeting changed.

The client lit up.

Now we were talking to the real person, not just the business owner.

She had moved past the usual advertising staples.

Name address, phone number, yadda yadda yadda, and instead she discovered what really

mattered to him, and what he wanted people to feel when they heard his commercials.

It was a master class.

Dale Carnegie said it best.

You can make more friends in two months by becoming interested in other people.

Then you can in two years by trying to get other people interested in you.

That may be the most honest form of advertising there is.

So here's the lesson I took away.

Instead of selling you, buy into them.

It's the ultimate win-win.

All the best, John.