By Eddie Shleyner

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

Peggy, Lou, and Dawn are characters on Mad Men, the 60s period drama about one of Madison Avenue’s most prestigious, albeit fictional, advertising agencies. Peggy is one of the firm’s copywriters, responsible for writing (and pitching) ad copy. Lou is her boss, the creative director. Dawn, a secretary, keeps everyone organized.

The trio are meeting about a new account, a watch company called Accutron.

“Oh,” says Peggy. She’s looking at Lou. “You didn’t pick a tagline.”

“Sure, I did.” Lou looks at his secretary. “Dawn, what did I say?”

Dawn flips through her notes. “You said, ‘Just In Time To Be On Time.'”

“That wasn’t one of the choices—” Peggy interjects. “I think that was a digression.”

“How about ‘Accutron Is Accurate,’” Lou says. “That was one of the choices, I’m positive.”

Peggy lowers her chin. “I like ‘It’s Time For A Conversation,'” she says. She’s smiling, making eye contact. She’s selling now. “I think that one’s more finished.”

The director looks back at her. He’s peering over his glasses now. “And I think you’re putting me in the position of saying, I don’t care what you think.”

When you finish writing a tagline, it’s not done.

It’s not done until someone else reads it, nods, and says, “That’s the one.”

Indeed, every creative person is a salesperson, too. In copywriting — or any advertising discipline, for that matter — the powers that be must buy into your work, your idea or concept or turn of phrase.

“To sell work I could be proud of,” said art director George Lois, “I’ve had to rant, rave, threaten, shove, push, cajole, persuade, wheedle, exaggerate, flatter, manipulate, be obnoxious, be loud, occasionally lie, and always sell, passionately!”

That’s one approach, I guess. But what if you’re not in a position to “threaten” or “shove” or “push” your boss? Or, what if acting this way — aggressive and domineering — feels unnatural to you? Or uncomfortable? Or, erm … illegal? Then keep reading because this Mad Men scene provides some alternative advice, some timeless wisdom I, as a copywriter, wish I’d known sooner:

Chicago, 2014.

I feel nervous. I shake out my hands, take a breath, and knock on the door.

I hear my CEO’s muffled voice. “Come in.”

I crack the door and peek through the opening. “Hey, Rick,” I say. “I’m a bit early—”

Rick is looking at his monitor, typing. “No problem.” He looks up and smiles. “Early is good.” He slurps some coffee. “Come on in.” He puts the mug down with a thud. “Close the door.”

I purse my lips, nod, and step into his office, closing the door behind me. Rick gestures at one of the chairs in front of his desk. “Have a seat,” he says. I sit down. “How’s your first week going?”

I’m a copywriter, four days into my first …read more

Source:: HubSpot Blog