Why Pay Us? A Manifesto


To those who are sometimes confused as to why they hire a professional advertising or branding firm to do their communications, and on behalf of all of us who do this job with passion, I would like to remind you why you hire us. In other words, what are you paying for?

In essence, we exist to help you charge more for what you sell, to make your customers see (or perceive) the value of your product and happily pay for it.

You pay us to have your audience engaged, not for you to beg for their attention.

To have customers compelled to inquire, not to deliver all the answers.

You pay us to create desire, to express your vision eloquently, to deliver writing and images in which every detail has a clear intent.

You pay us to make the photos that speak a thousand words. So you do not and will not settle for the ones that your well meaning but, alas, talentless friend takes with his fancy camera.

You pay us to write the engaging copy your brand deserves. So you do not and will not settle for the copy written by a niece who just finished valedictorian in her English major, because it will take you two months to get her up to speed on your brand, at which point you will realize that effective writing is the result of understanding what you sell, not of literary technique.

You pay us to create brand experiences that are at the core of today’s conversations. So you do not and will not settle for that cheap and fast electronic brochure the IT Company offers if you host with them.

You pay us to manage the most valuable asset of your enterprise, your brand, and all the ROI it will bring you in the long term.

We provide you with a comprehensive and articulated view of the strategy, not an isolated tactical solution. We combine our expertise with yours as opposed to blindly obeying and following direction. You pay us to have all the members of your organization aligned and proud, so they can be brand ambassadors.

Therefore, when somebody tells you that they can do it cheaper or faster, remember that what you are building is your brand. In this arena, as in most others, you get what you pay for.

Bottom line, we know how to build the respect your brand deserves!

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July 24th, 2012 11 Comments Branding / Branding Thesis

  1. Marlon

    No comments! (Which is weird to say while writing a comment)

    Excellent article!


    July 24th, 2012 //
  2. Carla

    I work in an Ad agency doing similar stuff to what you do. Explaining to the clients why they should hire a company to do a work which sometimes can be UN-measurable and many times takes a WHOLE BUNCH OF TIME to generate something positive can be a very difficult task. I wish i could be as eloquent as you are here in your blog because this is exactly what i try to convey to all of our clients. I may add that sometimes I do a pretty damn good job (Blush) but it does take a world of time. Next time i might tell my clients to go and read your blog before coming to the office :)

    I went into your site rabinovicionline.com (Pretty good job btw) and found your number so i will be calling you soon regarding a job opportunity.


    July 24th, 2012 //
  3. ftpmumbojumbo

    Thanks Carla, I’ll be happy to reach out if you send me your contact information

    July 24th, 2012 //
  4. Wicksell Metellus

    Great post! I agree with all your points! I always looked up to your ability to capture a brands essence and turn it into a creative, eye catching message. I learned a lot about the importance of preserving the brands guidelines but still being able to make a single image, a single word, sentence, etc speak a thousand words. Excellent stuff indeed!

    July 24th, 2012 //
  5. ftpmumbojumbo

    Thanks Wicksell. Sometimes it is a hard sell but it always pays off!

    July 24th, 2012 //
  6. Jorge A Mendez

    Let me send you my congratulations for a clear and direct words that meaning a professional work the ad people do.
    Hope most people can access to this kind of knowledge. It gonna make easier for marketing and advertiing people to understand our work and desires.

    July 25th, 2012 //
  7. ftpmumbojumbo

    George…I sincerely appreciate the time you invest in reading, and thank you for you kind words

    July 25th, 2012 //
  8. John Kissee

    Beautifully said Ester…got it bookmarked for whenever I have to explain the value of a brand! :)

    July 25th, 2012 //
  9. ftpmumbojumbo

    Thank you John. So far, we have been doing it with your help, and it is paying off for the Healthy Hide brand.

    July 25th, 2012 //
  10. Lorelai

    Excellent article. The message is clear.

    Where can I get a copy of this picture? I’d pay extra for a signed one!

    July 26th, 2012 //
  11. ftpmumbojumbo

    Sorry…limited edition. All gone to my fans :)

    July 26th, 2012 //

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