I like to think I’m a good writer. I like to think I’m a good presenter. Alas, I still haven’t figured out how to sell a client a piece of work they do not want to do. Has anyone… really? Precious few clients are predisposed to do breakthrough work. For most, advertising (regardless of platform) is just a line item. An ever-smaller box to be checked. That these clients don’t behave more bullishly or even see the virtue of truly creative marketing is their part of the problem.
But what is my part? I believe in options. I like to show clients several campaigns for any given assignment. Of these we of course make a recommendation. Sometimes they go with it. Many times they don’t. We still consider it a victory (for both sides) if a client gloms on to one of the other campaigns. If none of them are…
View original post 430 more words
The Aspiring Writer 