ET's Lawn & Leisure in Cortland always wanted certain content in their ads, like a good client should. Here are a few for them...
Sometimes the best ideas come from focusing on just one word. In this case, BOBCAT!
I like to add little sounds in the back ground to enforce the copy. Listen for the cha-ching!
So when a client says he wants to talk about everything he does but highlight one particular service, you come up with a way to tell the story.
Help wanted ads can be trying. They want people to work in a position that will probably not be glamorous. So what do you do? Pump up the client and give the positions cool sounding names...
Client: We are more than a regular convenience store.
Me: OK, what else do you have?
Client: Ummm, everything.
A dentist that wants patients to be relaxed. I initially said, "try the gas", but he wanted something a little more subtle...
Ah, Travels With Doris. Doris owns a motor coach company and puts on tours all over the country. She is fantastic at her job but struggles when it comes to advertising. IN THE HANDS OF A LESSER COPYWRITER, THAT WOULD BE A PROBLEM!