23) Possible Work Regret

I work with a small law firm in Tyler. I got them on the air for the first time in November. I helped him write and produce two commercials and placed them on my station with a heavy schedule, assuring him that his advertising campaign would be successful.

It was not. He received a couple of calls the first week, one turned into a client, but then he received no calls whatsoever. He pulled the final two weeks of his schedule off of the air because he did not feel comfortable spending money without the return.

I was not ready to give up on him. If we figure out how to make his ad dollars work for him, it would mean a long term client advertising with me. So I compiled an analysis of where his spots ran, how many ran, what the message of each spot was and compared them to other successful lawyers advertising on TV. Through my analysis, which I ran by my sales manager, I determined that we did not focus the dollars on the right times throughout the day.

I just left his office an hour ago where me and my sales manager convinced him to give us three months to prove our station and our plan will work.

This is the part of the job I am afraid of. I spend time selling potential clients on: Me, The Power of Television, The Power of KLTV. And I believe in them all. However, what happens to the clients who believe in me and I let them down? I work hard for them and am willing to do what I need to ensure success. If the next three months do not work for this lawyer (in a down economy) he may be in serious trouble.

And at least some of the blame falls on my shoulders. That is a tough pill for me to swallow.