This damned smart. Always been fond of ending up. with something — a ginned up "XYZ succeeds with new concept" article in the trades, a cool "fast forward" video, whatever — that articulates the hope. Does two things: first, it helps soften, if not provide a total route around the fact that most clients really would rather be padding the bottom line versus spending it in promotion. Second, it also helps them envision what success "looks like" — and that's breath of life stuff for a nascent relationship.
Perfectly said.
This damned smart. Always been fond of ending up. with something — a ginned up "XYZ succeeds with new concept" article in the trades, a cool "fast forward" video, whatever — that articulates the hope. Does two things: first, it helps soften, if not provide a total route around the fact that most clients really would rather be padding the bottom line versus spending it in promotion. Second, it also helps them envision what success "looks like" — and that's breath of life stuff for a nascent relationship.
I hope you don't mind my saying... "shoudl wrok" (50% think section) would make an awesome name for a creative agency.
(My fingers get ahead of my brain all the time on those exact two words so I really smiled there. That's where the typewriter keys used to jam...)
No plrob.
So smart.
Love this!