The Colloid Base

I believe in the expression, “Let a thousand flowers bloom.”

Last Spring, it literally got me into trouble, because I planted a zillion wildflowers in the back yard, to have my own version of a Monet garden.

It worked, too well! I had a riot of color, but my stepping-stones and walking paths were obscured, and the job of removing the dead stems, was tedious and nasty.

Still, the chaos was beautiful and worth it.

When it comes to sales presentations, I’m also a believer in letting a thousand scripts bloom. Theoretically, there are multiple pathways to sales. My script may be better than yours, for me, but the words that naturally flow from my lips can sound silly coming from yours, and vice versa.

But as a practical matter, when I hand a rep a script, I want him to use it. It is going to be more effective than having him “wing-it” from call to call. His improvisations will never add up to my carefully crafted persuasive prose, unless he’s an utter genius, but they’re rare.

Happily there is an alternative to the “My way or the highway!” approach to script enforcement. Let’s say you have a small call center, with ten desks.

It’s totally cool with me to hear ten different presentations going on. Please note, I said ten, not twenty, and not 2,000.

Ten.

If each rep wants to write down his text, and to stick to that, providing it produces results for us, I’m supportive of that idea.

My ego doesn’t count. I don’t need to hear MY WORDS echoing back to me. I just need CONSISTENT words in operation, call after call–words that are proven to work.

Try this approach, and I think you’ll find that it sends the right message, a mature one to reps.

It says, structure works. Moreover, we in management aren’t the only repositories of wisdom. You can be creative.

But once you have planned your script, work that script!

Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC’s Annenberg School, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.

When you come to ‘know’ something, there is a temptation to stop thinking about it. You put it in a box as ‘known’ and are happy to argue with anyone who disagrees.

This is both a good and a bad thing.

It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values.

That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king’s execution, “I beseech you, in the bowels of Christ, consider is possible that you may be wrong.” Or words to that effect. Charles I was clearly in no mood to change his mind, and the outcome was not pleasant for him.

Holding true to what you ‘know’ in terms of copywriting is clearly small potatoes when compared to the decision Charles I faced.

However, we are still faced with the same questions. Should we always hold fast to what we know about our craft? Or should we allow for the possibility that there are better ways to write, different approaches to take, alternative words to consider?

No and yes. No, we shouldn’t back down every time a client or colleague questions our work. Yes, we should consider the possibility that what we knew from last year may not be the best choice this year.

So at least, when you have written some copy, seek out a contrarian view. Find someone who’s opinion you respect. Ask them to read your copy carefully and criticize it in any way they want. And then consider their views carefully.

Discard criticism that you truly feel is not on target. But also, leave yourself open to the opportunity to grow as a writer, expand your knowledge and skills, and find new, better ways to extend your craft.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You’ll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.