Are you an original?

First of all, let me say, it's OK not to be. I'm not.

I didn't invent the Pet Rock or "Shamwow". What I do is try to find original ways to position my clients (and at last count, there are almost 100,000 in 23 years) so that there's something original about THEM.

In reality, that's what radio ads are all about--crafting a small niche in listener's minds that the client can occupy, and dominate. It CAN be done-- but it doesn't happen by accepting the ordinary. So today, when you go out and start collecting information about a client, don't just sit, share coffee or lunch and schmoooze. Try to ask questions or probe for answers that lead you to creating an original position for them. Just taking information off menus or from a clients brochure, or even using a script the client THEMSELVES wrote is not doing anyone any good.

You don't have to be an original. But making each of your client's one will go a long way to helping you write another chapter in your success story.