Are You Ready to Walk the Line for Your Agency?

I read a great blog post on Fast Company several weeks ago, 7 Ways Daring Brands Walk the Line.

Of course, any time I hear the words “walk the line,” my first thought is of the original man in black, the legendary Johnny Cash.

Mr. Cash was an outlaw and also a pioneer whose career spanned more than 50 years.  That’s a pretty good run.

While Mr. Cash had some behaviors I don’t recommend you emulate, here are a few of his strategies that will benefit your agency.

• Despite his all black attire, Johnny Cash adapted his music with the times.

Was he a rock star? Yes.

Was he a country legend? Yes.

He even captivated this alternative girl’s heart with an amazing cover of Nine Inch Nail’s “Hurt.”

Listening to both versions of the song, Trent Reznor never hurt as much as Johnny Cash did.

Marketing has changed and evolved so much in the past 20 years.

How is your agency adapting to these changes?

• I’m not sure there is any other musician told a story better than Johnny Cash.

Mr. Cash wrote about his life and events that most of his listeners could relate.  He wrote about things many weren’t brave enough to say.

What does your story say about your agency? Does it resonate with your clients and perspective clients?

• He didn’t back down or take no for an answer.

When President Richard Nixon invited Cash to perform at the White House in 1970, he asked Mr. Cash to perform two songs.

Instead, Cash performed the songs he wanted.  He didn’t let the pressure of the White House change his ideals or beliefs.

So many times when agencies meet with prospects, they are told no and they move on.  If I did that in my job here at RSW/US, I probably wouldn’t have gotten half the number of opportunities I have on behalf of my clients.

Persistence and passion pay off. If you really want to work with a company, keep on pursuing it until they take out a TRO – that’s a temporary restraining order for those of you without Mr. Cash’s colorful background.

So put on your black and walk the line for your agency. Hopefully you have the success and longevity that blessed Mr. Cash.