We are doing some pro bono work for a state government’s water conversation program – helping them with some public service announcement’s promoting water conservation in the summer months. Before we revealed their campaign, this is the email I sent after they requested to see “a few scripts and concepts.” I wish more media reps considered themselves confident enough in the principles of persuasion and marketing to send an email like this one. I do believe – with a shift in training – many could be.
Good morning, Lindsey!
I hope you had a great weekend. I’m looking forward to our call at 10 PST today to review our campaign concept and script for your 2013 water conservation and awareness campaign.
I want to prepare you for what we’re going to do and why we’re going to do it. After having produced thousands of ads over almost twenty years, we’ve got this thing down to a science in terms of client expectations.
- I’m going to explain the concept to you – outlining why we’ve made the choice that we’ve made.
- I’m going to tell you what to listen for while I read it for you.
- I’m going to read you the script, then I’m going to read it to you again.
- You’re going to think it’s crazy, and you’re going to want to say, “That’s amazing, but we could never possibly run that.”
- I’m going to read it to you again, and I’m going to repeat #1.
- I’m not going to provide you with any other scripts or concepts at this time.
Why #6? Because what I’m going to send you today is:
A) Going to be loved and actually heard by 99% of people who hear it.
B) It’s going to work. It’s actually going to move the needle on people’s “who cares meter.”
You know what else is going to happen?
About six mean-spirited, lump-of-coal, tightwad folks are going to break out their giant cans of fun-be-gone spray and call or email you and complain about it.
And, Lindsey, those six people are mouth-breathing morons who don’t get the authority to decide your campaign for you.
I had a person email us at Roof Life of Oregon and wish us cancer and hope we die … because of some ads we run on the radio. But, you know what? Those ads work. Read what Roof Life’s owner had to say about radio last week:
Roof Life of Oregon: Debt Free Thanks to Radio
So, I want to prepare you that you’re going to need a Moron Budget for this campaign. It’s not a financial budget. It’s an emotional one.
Because this campaign is going to be loved by almost everyone.
And because this campaign is going to actually work.
But the ones that don’t love it are going to hate it.
Most people write ads so as not to offend. Thus, they don’t really saying anything that makes anyone feel something.
We’re not most people. That’s why we charge upwards of $xx,xxx/year to write marketing campaigns across the U.S. and Canada for owner-operated companies.
For you, because of our love and respect for Melissa, we’re doing this for free.
Today at 10a, I’ll be handing you exactly what you want. It just won’t feel like it at first. It’s going to feel weird. It’s going to feel a bit uncomfortable.
But you’re going to think about it over the next couple weeks during our holiday break, and when we touch base again after first of the year, if you’re still feeling that it’s out of the question, we can decide what to do next.
But, twenty years of experience and lots of very wealthy, very successful clients have taught me that you’re going to trust me. : )
Sorry for the long email first thing on a Monday morning. I just want to get your head and heart in the right place for our call.
Thanks!
Tim
I think I have written more ads that weren’t run than ads that were for other people for the reasons you listed above. They all come to me and say, “Phil, we love your ads so much. Would you help us write one?” I used to say sure thing and spend a little time working with them. But after enough “we could never run that” responses, now I just say, “Nope. You don’t have the guts to run what I write using the same concepts that work so well for me.” Thanks for putting it into words so eloquently.