As a business owner, you might look at your typical marketing firm as a creative powerhouse. In many cases, it’s true that their thinking caps are wired to come up with those ideas that lead to mouth-watering products, but the most successful ideas go beyond the obvious. If for example you have noticed that some agencies win award after award, or continue to produce ground-breaking work, then you may conclude that they have some special formula. They do.

That formula is actually a personality trait and just about every child has tons of it- that is, curiosity. The desire to know about something in the fullest detail possible is what drives marketers to produce good work. Therefore, you should search for a marketing agency in Toronto that values not only creativity, but also, curiosity. Their desire to know everything about you, your business, and what you offer is what could lead them to develop that killer idea that puts your brand in the coveted sweet spot.

Why Marketers Need to be Like Toddlers

If you have children, whether they are still very young or grown up, you’re most likely familiar with those moments where they hammer you with question after question. Perhaps they wanted to know why the sky is blue or why water is wet? As they grow older and become more aware of the world, they start to ask more complicated and sometimes awkward questions. However, you most likely cherish their ‘interrogative’ moments and view it as a sign that they’re growing up.

But when it comes to business, are you the kind of person who wants to work with those who ask as few questions as possible. Perhaps you want to work with someone who listens well and understands the task at hand with little supervision. It’s not too much to ask for, but it may in fact be the wrong thing to ask for.

The More they Ask, the More You Sell

Children ask a myriad of questions because their brains are soaking up information. They’re like little scientists who learn by means of observation and experiments; questions allow them to fill in the gaps that they otherwise can’t fill in themselves. If you have ever been impressed by how a youngster is able to explain a concept or puzzle with accuracy, there’s a good chance that they learned the answers by means of a question. Likewise, a marketing agency that invests time in asking the questions is one that is likely to uncover the insights that will drive your product or service to excellence.

Questions Can Lead to:

• Accidental Discoveries – Maybe your product or service has a surprising benefit, advantage, or appeal that you may have not noticed in the past. That discovery could be the launch pad that sends your sales sky high. An agency that spends the time to ask you questions may be the ones to stumble upon these new insights.
• New Opportunities – Maybe you have a product or a service that is growing a bit stale in one market. However, a marketing agency may discover a growing trend in a niche market, such as a group of people who use your product or service for something completely different than the original purpose. Their research, combined with their questions can help you find these new opportunities, so that you can capitalize on them for business success.
• Hidden Problems – Another area where the curiosity of a marketing firm comes handy is that of potential risks. For example, you may be confident that the market you are going to enter is one that you can conquer. However, by means of thorough questioning, a marketing firm may learn that your product or service may not be ready for that market or may have some weaknesses that will keep it back.
• Interesting Angles – Perhaps your product or service has a unique look or feel to it. This may very well be the unique angle or selling point that will help you overtake your competition. Sometimes, you may overlook the freshness that your product or service actually brings, and the brief you provide may not touch upon those factors. However, the curiosity of a marketing firm may uncover the hidden gems your product has under the surface.

With these points in mind, do you see why it is important to work with professionals who ask you lots of questions? The very questions that may seem obvious, irrelevant, or even silly, are the ones that may lead your marketing agency to providing you with those brilliant creative and strategic ideas you long for. So next time you feel a hint of irritation for being questioned, remember, that some pretty excellent ideas may be come out of it.

A Lesson from a Mad Man

Instead of diving into a moral and existential analysis of Mr. Don Draper, let’s take a very brief look at a real-life advertising icon – David Oglivy. He was a world-renowned copywriter, and he valued not only creativity and excellence, but he placed a strong value on curiosity and knowledge. He spent much time researching his audience and asking questions about his clients and their audience. It was this way of thinking that allowed him to produce some of the most memorably ad campaigns in history, such as the iconic Rolls-Royce campaign.

Don’t Resist a Few Extra Questions

If you have a ‘go-go-go’ mentality when it comes to work, you might want slow down and re-evaluate your thinking. While productivity is key for success, you need to work with those who are willing to take a little longer to gain a true understanding of your business and what you want to accomplish. The only way they can accomplish this is by means of questions, and you should therefore seek to work with a marketing agency in Toronto that exhibits such curiosity. It is this mindset that often leads to the discovery of powerful insights that can take your product or service to heights that would not be possible otherwise. So don’t view an excess of questions as a lack of intelligence or poor listening skills, but rather, view them as the foundations for a successful brand.