Who was it who said “Interrogate the product until it confesses its strengths”? (I’ve seen it attributed to David Ogilvy, John Hegarty and Robin Wight) Whoever it was, was right. The more you look into that product or service the more likely you are to discover something amazing and relevant which, when turned into an ad, or woven into your copy, will add a bit of chocolatey sexiness to your client’s brand.
.-= Dean´s last blog ..Are banners an effective ad medium? =-.

“No one is goals-oriented. Everyone is chocolate-and-sex-oriented. Make a note.” I love this! How very insightful. Reminds me of, ‘All work and no play make Jack a dull boy.”
.-= Heather Villa´s last blog ..Weekend Reading: My fav’s from this week: 3/26/10 =-.

I’ve worked with many professional service firms – think accountants, medical practices, and lawyers. Yawnfest. But, they don’t really want to sound like that way. They can’t help it.

As Jessica Rabbit says: “I’m not bad. I’m just drawn that way.”

And lawyers need love too. (Did I just say that? I’ll have to think about whether I really mean it.)

For the most part, my clients get it when I tell them that they need to have copy that speaks to the layperson and is a little spicier. A lot of them really like the shift. Some are stuck, stuck, stuck and will never escape.

Now, I can’t get all babe-covered-in-chocolate-sauce since they are often targeting other bad rabbits. But, I can certainly write in a way that is friendly, down to earth, and in alignment with their brand.

Best, Wendy
.-= Wendy Maynard´s last blog ..How to Turn Your Twitter Favorites Into Testimonials Using Fireshot =-.

Because I’m a regular ham with a sense of humor, interviews have rarely been a problem for me. I put subjects at ease and loosen them up with funny, and always appropriate, comments and brief anecdotes that may or may not have anything to do with the company.

If my “personality” doesn’t work, I’ll ask subjects a question as simple as “What’s your favorite color?” or “How do you relax?” or “I see from that photo on your wall that you’re a skier” and use the information to get things going.

If you approach the interview as though you were talking with a friend–respectfully and within professional parameters, of course–you’d be amazed by how much information will come spilling out.