I read recently that only one person in a thousand is truly uninteresting. And that is what makes them unique. I’ve had story and client assignments that initially seemed unpromising. Maybe their founder seemed less than inspired, or the product itself routine. Then I sat and listened.
Inevitably, a human dimension emerged — a hope, a dream, a tragedy, a disappointment — which I could seize upon to bring the person or the product to life.
I recall meeting one man who came across as a big blowhard. He was the founder of the agency and he would not let anyone else talk. The work of the agency was good, but not especially interesting to me. I feared the assignment would be a trial.
Later that evening, the old man began telling me a story about how, as a student, he wanted to grow up to emulate Bill Bernbach, a legendary ad man. Working in a small southern town earning a living serving agriculture clients, the old man said his agency just did good, solid work, nothing to be ashamed of but nothing noteworthy either.
One day he was working on a pitch for a company that made a machine that stripped the hair off a pig (dead) before it went to the cut up room. “Here I was doing spec work on a pig exfoliator,” he said, “and then and there I decided that either I had to do better or I was going to quit this goddamn business.”
The old man spent big money hiring better talent. Then he spent aggressively pursuing clients with a national portfolio. His efforts paid off and he shared his success with his employees (even if he told stories long and often). The old man achieved many dreams — and his gratitude and humility in those achievements touched and moved me. It was his trajectory — from spec work on pig tumblers to national ads for Ritz Carlton — that made the story.
Tell me your story. I will give it life.
SERVICES
Advertising
Annual Reports
Biographies
Brochures & Collateral
Conference Guides
Creative Direction
Deserved Affirmation
Direct Mail
Editorial
E-newsletters
Epitaphs
Epithets
Eulogies
Handbooks
Interactive
Name Development
Newsletters
Presentations & Pitches
Press Releases
Promotional Materials
Quips
Quotes
Recipes
Reviews
Scripts
Speeches
Strategic Planning
Taglines
Website Planning and Text
OTHER
Affirmation (premium price)
Ass Covering (premium price)
Blame Laying (no refunds)
Blame Taking (no refunds)
Flattery (premium price)
Gratuitous Advice (free)
Letters of Resignation (free)
Undeserved Credit (premium price)