Not long ago (or at least it seems to me) there was a quite memorable TV ad sponsored by IBM (I think). Two young hot-shot IT types are pitching this senior VP on ways to make his website "really cool." After several proposals, the grizzled salesman stares coldly at the young bucks and says, "You know what would be really cool? If all this increases my sales."

I identify with this old geezer whenever I hear an advertising rep or a corporate communicator tell me how many awards his agency/company has won for design, layout, copywriting, etc. I simply can't resist: "Cool" I say with the same skepticism if not disdain for these advertising poseurs.

Let's get this straight: advertising and all similar promotion have only one objective: to increase sales. Okay, this statement has to be refined when promoting B2B wares which are often big ticket, capital expenditures. After all, we're not selling Sham-Wows or Snuggies (thank God) to mindless and impulsive consumers through an 800 number and with "free shipping" if you order now. No, B2B promotion has to create awareness, cultivate interest and move a prospect to seek more information and a sales call. If your website, trade advertising, brochures, displays, keychains and all the rest are not focused on nurturing the pre-disposition of a current customer or prospect to buy your product or service, then you are throwing your money away... no matter how cool your materials are or how many self-serving awards they receive.

The next time you ask your agency or internal ad people to come up with a promotional campaign evaluate its potential for positive impact on sales. Here's a tip: show the program to several customers; let them critique it without bias. You'll find out immediately if the selling message, graphics, etc., are on target. If it speaks to them and their needs, that's cool.