Chemistry: How to Win More New Business

Our team members attended a webinar recently to expand our understanding of chemistry and its importance in the advertising industry. The webinar disclosed information about the evolving landscape of advertising relationships and perceptions. Identifying profile types was recognized as being the core of understanding how to manage relationships and interactions with current and prospective clients.

Determining someone’s profile can be achieved through two questions

1. Is the person task oriented or people oriented?
2. Is the person an ask or tell type?

These questions can reveal which category the person falls into and makes it easier to manage interactions with them. It can also be beneficial to observe behavior to determine profile types. Below are the profile types as well as the actions they are known for:

Body Copy

• Interested in the process
• Tends to ask first
• Business-like
• Wants experience
• Occasional analysis-paralysis
• Very cautious

Headline

• Interested in results
• Tends to act first
• Business-like
• Snap decisions
• Turnaround specialist
• Risk taker

Logo

• Interested in relationships
• Tends to ask first
• People-oriented
• Consensus builder
• Sensitive to political considerations
• Very cautious

Illustration

• Interested in first, most, newest, best
• Tends to act first
• People-oriented
• Wants to be inspired
• Wants to inspire
• Impetuous