It used to drive me crazy when clients would tell me, “I showed your ideas to my spouse, and…” Or “Let me get back to you, I just want to show the ideas around and see what people think.” I’ve kind of come to grips with the fact that a lot of clients are going […]
Whether you call it “discovery” or “research” – consider it an essential part of the copywriting process.
A few months ago I attended the AdAge B2B conference in NYC. One of the attendees, a marketing director at a small or midsized company, asked a question that befuddled the panel of agency luminaries. She asked why every agency she came in contact with insisted on going through a lengthy discovery process of uncovering […]
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