How we got Adam Sandler to advertise

Back in 2004-2006, I worked on a magazine called Flo. Every issue had a print mag, a CD, and a DVD with 5-6 original video segments - I produced all the DVD content (and also did a bit of the print design like this Christian Hosoi graphic).

We did about 15 issues and 125,000 copies of each distributed at skate shops, record stores etc - pretty damn good, but we were a tiny little indie magazine at the end of the day.

Which is why I was blown away one day when I saw that we had an ad for the (then new) Adam Sandler movie “Grandma’s Boy,” along with Taco Bell, Clearasil, X-Games, Rockstar and a handful of other super legit advertisers.

All the ad sales were handled by the founder, Keith. For context, he grew up in 1980s Brooklyn, when it was by all accounts a war zone. Very nice guy, but people from that era of NYC always have a certain level of intensity.

I asked him, "Dude how tf did you get all those companies to advertise with us?? That's insane!"

He said:

"I literally call them every day until they buy an ad, or literally tell me to F off. And if they tell me to F off, I wait a week then I start calling again."

I'm not saying that's the only way to do sales, or even the best way. In fact, it's almost definitely not the best way for most people in B2B because it will probably just make people think you’re a punisher.

BUT...

There's a lot to be said for that kind of pitbull attitude.

Especially compared to most people I talk to who do LITERALLY NOTHING, then wonder why they’re having such a hard time getting any new business.

No outreach. Not going to events. Maybe posting on LinkedIn once a month and getting 3 likes.

I’m not trying to be harsh, but it’s genuinely baffling. It’s plainly obvious that what they’re doing isn’t working, yet they don’t change anything.

I’m sorry, but what do they think is going to happen? New clients are just going to magically show up on their doorstep??

That’s not how life works.

You don't need to (and probably shouldn't) relentlessly hammer people like Keith did. Although I’d rather see that than the people who just sit back and hope for opportunity to fall in their lap!

But you have to do something, and you have to be consistent.

Remember:

Your business isn't going to grow unless you MAKE IT grow.

Hope is great! But it’s not a strategy.

You have do DO SHIT.

PS - If you liked this, reply and say hi! I always appreciate hearing from you, and I reply to all of them.

PPS - I maaaaaaay have room for another client, depending on the details. Reply if interested!