Clint Powell: Advertising And Marketing Basics - You Better Have a Good Corner Man

Friday, September 6, 2013
Clint Powell
Clint Powell

I was watching a fight on TV (not on ‘Cops’, but a real fight with gloves and stuff) and noticed just how important the corner man is. Right from the start this guy was getting hammered with his opponent’s right hook. By the second round the announcers were commenting on it: ‘I hope this guy’s corner man is giving him the right advice. If not this fight is going to end in a knock-out’. Think about it. The fighter is in the middle of conflict - his skills are being challenged – someone is trying to punch him in the face – he has to be flexible and adapt – he is battling emotions – should he act or react? It’s a fight and both fighters want to win.

The one voice of reason should be your corner man. They are yelling instructions from the side and taking care of their fighter between rounds. The corner man has been there and done that and knows what you’re going through!  He is close enough to the fire to feel the heat, but removed enough to keep some perspective. He has been through training with you; he knows your strengths and weaknesses. The corner man knows your strategy and can be THE advantage over the competition.

Let’s do our expected transition and talk about your advertising and marketing. If you run a business; then who you choose as your corner man is important. In the middle of payroll, time cards, inventory, payables, receivable, networking, pricing, and all the other responsibilities…who DO you listen to? Who is keeping you focused when you’re being pulled in 10 different directions?

When it comes to your corner man, here are the three worst things you can do:

1) Decide not to have someone. Nothing is worse than coming to your corner only to realize that you are in the fight alone. No advice, no instruction, no perspective! You’re taking blows in the middle of the round and you don’t have that one voice that rings out above all the others. So you just flip into survival mode. Not the best way to capture market share.

2) Have the wrong person. So you stagger back to your corner –  you look at your corner man…nothing! They haven’t been paying attention OR worse yet…they are a ‘yes’ man. They don’t have the guts to tell you the truth. Surrounding yourself with ‘yes’ people is a great way to get knocked out. Fast!

3) Having the perfect person in your corner and not listening. How crazy is it to have the right person giving instruction and you not listen? Remember they can pick up on the opponent’s trends, gauge your reaction time and mindset during the fight…they have the perspective. Why have them at all if you are constantly going to ignore their instruction? Cut your payroll and go it alone (See mistake #1).

Your corner man should have your trust. Trust isn’t built just during the fight. It’s built during training…when mapping out your strategy. Is your marketing person helping train for the fight? Are they responsive? Do they have the media relationships and business connections to make things happen? Do they back up their suggestions with sound reasoning? Do they tell you the truth - no matter how hard it may be to say or hear?

My suggestion – if you don’t have someone, get someone. IF you have someone, make sure they are the right someone. If you get the right someone, let them do their job…listen and trust.

(It can be a corner man, corner woman or corner team…just make sure and have someone in your corner.)

---

(Clint Powell is owner of Connect Marketing, a full service advertising agency in Chattanooga. He is a graduate of Carson-Newman College. He has spent years in radio advertising sales and management, built and sold a billboard company and works on a contract basis with other ad agencies writing ad copy and helping formulate strategies. Clint has worked with hundreds of local and regional companies over the years and helped them develop advertising campaigns. He frequently leads marketing and advertising seminars and meetings for businesses and network groups. He believes that life is all about connections and spends his time connecting businesses and business owners to solutions. He sits on the board of Y-Cap (YMCA Community Action Program) and helps with several other non-profits. Clint currently resides in East Ridge with his wife and three children.)



Couple Launches Hat Company; Gives Part Of Proceeds To Public Schools

Olivia Connor was a resident in the local Project Inspire teacher residency program when she realized the need for more funding for Chattanooga's public schools so that students have every possible opportunity to learn inside and outside the classroom. She and her husband Ty came up with a creative, innovative way to add more funding to the Hamilton County Department of ... (click for more)

Chattanooga Police Department Sponsors Crime Prevention Training For Business Owners And Managers

The Chattanooga Police Department is sponsoring free crime prevention training primarily designed for business owners and managers who are interested in making their facility and employees as safe as possible. A nationally-accredited Crime Prevention specialist from the University of Tennessee’s Law Enforcement Innovation Center will cover the following topics during the four-hour ... (click for more)

Daisy Elementary Evacuated After Bomb Threat

Daisy Elementary School was evacuated on Friday, after a threatening message about a bomb was found on a wall. The school was emptied immediately, and public safety personnel responded to inspect the building.  The students were taken to the gym at Soddy Daisy High and provided with food as they waited to re-enter the building.   Children and teachers were ... (click for more)

Initiative Launches In Support Of Signal Mountain’s Water System; Tennessee-American Says It Has Long Provided Clean Water To Signal

A citizen committee is urging Signal Mountain "to be vocal and choose local" in the imminent water department sale. The local group formed “Be Vocal. Choose Local.” after the town of Signal Mountain voted last May to initiate a Request for Proposals for the acquisition of its water department.  The committee urges the town to sell its water system to Walden’s Ridge Utility ... (click for more)

Reflections On Billy Graham

Sandra and I are saddened this morning after learning of the death of Billy Graham. We rejoice today, because Mr. Graham once said "It will be reported that Billy Graham has died, but that won't be the truth. He said the truth is that he had only moved to a new location".  I remember when we named 15th Street as Billy Graham Avenue, his daughter Gigi came for the dedication ... (click for more)

Roy Exum: The Saturday Funnies

Every day, without exception, I find a number of “treats” in my daily dose of email. These funnies, and other pertinent information, are sent to me by a myriad of “Internet Buddies” who I repay by sending out some of the funniest that I collect. Think of it as sort of a “co-op” for my readers to enjoy. When The Saturday Funnies began last summer, it was what I still think is ... (click for more)