All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 15. PECKED TO DEATH BY DUCKS

There you are with your good idea — an ad, a brochure, a commercial, whatever. Maybe, though, you feel you should get someone else's opinion. You want to bounce it off someone — at most just a few people — who have not seen it before or been part of the creative process. You are having doubts, questions, misgivings, and qualms that it is not understandable enough, good enough, or even strategically the correct message.

While getting some objective opinions is not bad, be careful. The first problem is what is sometimes called "secretary research," whether it involves a real secretary or not. You ask a secretary in the office or someone in the mailroom or even a delivery person to look at your idea because you feel you will get a non political, honest opinion.

You won't.

In the famous first place, as soon as you ask people for their opinion, they are put in the position of having to offer an opinion, whether they want to or not or have one or not. They suddenly behave as if they are experts on the subject (Why else would you solicit their input?) and often give answers they think will make them look knowledgeable, no matter what they are really thinking. This is true even if you ask the question in a completely unbiased manner, which is never easy. Then again, they may not want to hurt your feelings, or, alternatively, may relish that prospect.

Note

Good Idea: There is a test you can apply to see if the person you are asking to look at your idea will ...