Textbook Chapter from WIZARD OF ADS
Description
Vocal Characteristics
Language
EnglishVoice Age
Senior (55+)Accents
North American (General)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
vision, passion, faith, tenacity, perseverance, sacrifice. These things are part of a time tested formula for success that's difficult to teach and painful to learn when the world sees a thriving business. The usual assumption is that the owner came up with a new angle or gimmick to the casual observer. He was lucky Little a set of remembered about the man's failures, mistakes or struggles. He was simply lucky. At our firm. The most difficult clients we serve are those who believe there's an angle or gimmick we can supply that will enable them to harvest easy money. When we asked these clients to tell us what makes their company different or special or better than their competition, their standard reply is nothing. That's what we pay you for. The only real power we have is at consultants is the ability to help the client tell his story as convincingly as possible. The assumption, of course, is that each plane has a story to tell. To create a meaningful ad campaign, we must have the client's cooperation in helping us to find his unique selling proposition. Too often, though, the client simply says just spring, more customers through the door. If you bring him in, we could sell them. What we need is more traffic, G. What a great idea. Why didn't I think of that?