Note from Author: I had the distinct pleasure of interviewing Tony Farrell, a man who was the right hand man and key-witness to some of the biggest brands in the 80’s and 90’s. His wisdom is timeless. I hope you enjoy the article and find nuggets you can use for your business.
In the world of retail and direct marketing, some figures shape entire industries and cultural trends.
One such behind-the-scenes power player is Tony Farrell, a remarkable individual who was a key witness to the success of legendary names such as Mickey Drexler of The GAP, Mel and Patricia Ziegler of Banana Republic, Richard Thalheimer of The Sharper Image, Tom Wrubel of The Nature Company, and served as a consultative force behind Guthy Renker.
Table of Contents
Gifted Copywriting Demands Uncommon Common Sense
When searching for an exceptional copywriter, I employed a technique of providing aspiring copywriters or freelancers with before and after bullet points of a product, asking them to improve it.
I was eager to see their insights on what was effective or lacking in the copy. To my surprise, most of the submissions were uninspired. I think there was only one who even came close to copy that would sell.
Allow me to share the most notable example. At The Sharper Image, we offered an indoor electronic wind chime that didn’t require wind to produce its melodic tones; it simply needed to be plugged in.
Within the product description, there was a particular bullet point that served as a litmus test, and out of the 50 interviews conducted, only one person managed to grasp its essence. The original bullet point stated, “The frequency and intensity of the chimes are fully adjustable.”
There was a particular bullet point that served as a litmus test, and out of the 50 interviews conducted, only one person managed to grasp its essence.
I was puzzled. What did that even mean? What connection does that make to a wind chime potential buyer?
Obviously, people love wind chimes for the sound they make, a captivating auditory experience. The right-minded bullet point captured this idea: “The sound is fully adjustable to mimic everything from a gentle breeze to a brisk wind.”
Gifted Copywriting Demands - The TakeAway.
To write effective copy, it’s crucial to put yourself in the customer’s shoes and employ common sense.
My goal was to find copywriters who could think like customers, imagining how they would share their enthusiasm about the wind chime with their friends. Instead of saying, “I bought this wind chime with adjustable speed and intensity,” they would say, “I love the sound of the chimes with a gentle breeze.!”
My goal was to find copywriters who could think like customers, imagining how they would share their enthusiasm about the wind chime with their friends.
As Mark Twain may have wisely said, “Common sense is the only one of the Lord’s gifts that everyone thinks they’ve been given enough of.” Not much evidence of that among copywriters! (I once had to edit out a writer’s statement that “the iPod can hold a thousand of your favorite songs!” Perhaps too many?)
Pioneers Aren't Fearless. They're Brave.
Throughout my career, I’ve had the privilege of working closely with founding entrepreneurs, and it’s been a deeply personal and intimate journey. Witnessing how these individuals conceive brilliant ideas and transform them into successful ventures has been nothing short of awe-inspiring.
One common trait among all these entrepreneurs is their unwavering passion. It’s this very passion that drives their relentless attention to detail. For instance, I recall Mickey Drexler’s insistence on upholding remarkably high standards of good taste.
One common trait among all these entrepreneurs is their unwavering passion. It's this very passion that drives their relentless attention to detail.
Interestingly, I used to believe that entrepreneurs were fearless because they appeared that way. However, I soon realized they too, grapple with fears and uncertainties. Each one of them understood that success was never a guaranteed outcome. Doubts often plagued them regarding the viability of their ideas.
Honesty and straightforwardness were highly valued characteristics in these entrepreneurial circles. They sought genuine feedback, and I believe this ability to provide honest insights brought me close to them and made my input valuable.
In truth, none of the founders I worked with were truly fearless. Mel, Patricia Ziegler, Don Fisher, or Mickey Drexler—they were all brave. Every single one of them was acutely aware of the risks they faced in their ventures.
Amidst the myriad challenges and uncertainties, the key traits they all shared were profound passion, unyielding focus, and an unwavering commitment to see the world through the eyes of their customers.
I used to believe that entrepreneurs were fearless because they appeared that way…In truth, none of the founders I worked with were truly fearless. Mel, Patricia Ziegler, Don Fisher, or Mickey Drexler—they were all brave.
Questions like “What does a customer see when they walk into the store?” or “How do they feel when they flip through the catalog?” and “What thoughts are provoked by the opening pitch?” constantly occupied their minds.
My intellectual understanding of leadership turned into a visceral understanding when I assumed the role of President at Berkeley Tennis Club. I realized, at a gut level, the vast chasm between being the ultimate decision-maker versus being in a secondary position.
Reading biographies of leaders in various domains prepared me intellectually, but only when I became the president did I fully grasp the weight and energy that being number one demanded.
Leading with a vision necessitates having dependable, valuable, and trustworthy people in your inner circle. Unfortunately, there are many who offer advice that lacks seriousness or merely panders to what they believe “number one” wants to hear.
Perhaps the reason I became a confidant and advisor to so many founders was my deep understanding of the weight they carried. I empathized and put myself in their shoes, allowing them to depend on me for honest, fearless feedback.
Leading with a vision necessitates having dependable, valuable, and trustworthy people in your inner circle.
During a change of guard when the company went from founder to hiring a new CEO, my candor cost me my job. Nonetheless, in my experience, founders seek individuals who are wholeheartedly devoted to their vision and success. Sometimes, delivering honest and counterintuitive insights is precisely what they need.
Leaders must maintain a close-knit group of trusted individuals, akin to a small kitchen cabinet. It’s impossible to lead without a few key trusted individuals.
Could be a spouse, as it was for me!
…founders seek individuals who are wholeheartedly devoted to their vision and success. Sometimes, delivering honest and counterintuitive insights is precisely what they need.
Trust is a cornerstone for those who lead. Most leaders have a handful of individuals they depend on for everything, regardless of their specific expertise. The crucial factor for them is finding loyal individuals who possess intelligence, empathy, and clarity.
Pioneers Aren’t Fearless - The TakeAway
Founders are brave, not fearless. They embrace uncertainty, confront challenges, and lean into risks. When decisions rest solely on their shoulders, they value people who grasp the gravity of their responsibilities.
Founders are brave, not fearless…Founders form bonds with individuals they can rely upon to give them straightforward, unfiltered advice, clarity, and insight.
Founders form bonds with individuals they can rely upon to give them straightforward, unfiltered advice, clarity, and insight. As they navigate the complex waters of business, they find great value in those who can keep the true north of brand vision, values, and customers at the center of all they do.
One Last Note from the Author
As I reflect on Tony’s journey, I am truly humbled by the wealth of insights and wisdom he possesses. As I mentioned at the start, he has a book’s worth of timeless behind-the-scenes knowledge.
I’d be interested in the questions you have for Tony.
As entrepreneurs or supporters of entrepreneurs, I hope you embrace change and curiosity. With new technology transforming the world every second, both are necessary for renewal and innovation, allowing you to stay relevant and remain grounded in the everyday experience of what it is to be a human being.
People don’t change. History repeats itself. Your authenticity is what connects your vision with your customers’ timeless desires.
I’d be interested in the questions you have for Tony orif you’d like a private Q & A zoomcall or copywriting class with him?
Remember, it is bravery, not fearlessness, that is the true grit of great leaders. Whatever headwinds they face, their passion and focus are the weapons they use to conquer uncertainty and leap into calculated risk.
As you navigate the dynamic landscape of business, I hope you hold fast to Tony Farrell’s wisdom, knowing that every challenge presents an opportunity for growth and learning. Embrace failures, seek visionary partnerships, and keep the customer experience at the heart of every endeavor. These time-tested lessons will undoubtedly guide you to greater heights and leave a meaningful impact on the world.
Let Tony Farrell’s insights serve as a guiding light that motivates you to embrace change, lead with purpose, and make your mark in the industries you touch.
If you are looking an inner circle team dedicated to your vision book a brand creative call with Xaver and Myself and vision forward we will go.
