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All of us have those "Ah-ha" moments (It's toasted!") when we hit it out of the park, or at least it feels that way. MAD MEN's super ad man makes it look easy. What's your Don Draper moment?
Add it as a comment to this post.
My most recent Don Draper moment. . .I was struggling to talk about a landscape contractor client in an ad in a way that demonstrated their strengths without making them sound expensive. I went with the headline "Would You Marry Your Landscaper?" with three subheads separating the body copy: Dating; The Proposal; and Married Life.
The goal was to focus people on the process of selecting a contractor, rather than a particular offer (many offer package deals or free upgrades).
Dating: everybody's on their best behavior when they date; watch for signs of future problems (if your contractor is late, says one thing and does another.
The Proposal: promises are nice, talk is cheap, get it in writing or it may not get in your yard.
Married Life: you're going to live with your new landscape for a long, long time. Don't pick the flashiest contractor or the one with the "best deal" or lowest price. Pick the contractor you feel like you can live with the job they'll do for a long, long time.
While the jury is still out on whether the ad will pull, I sure felt like firing up a Lucky (unfiltered!) and pounding an Old Fashioned when I was done!
Happy Fourth of July!
I took this with a flash this morning about 4:00. This only happens at night twice a year.
