There is a significant difference between creativity (the kind where you are funny) and profitable creativity, the kind where you systematically make money from your advertising. I was speaking with my good friend and award winning creative director Blaine Parker of www.shortfatadvertising.com and he shared this very powerful example of that very thing for me. This article is reprinted with permisison of Blain Parker.
HOW’S YOUR SNORING?
There’s an advertiser with a medical practice that addresses sleep disorders.
He’s my new favorite client, a) for being an aggressive niche marketer, and b) for a willingness to listen.
Working in a small California
What is a CPAP, you ask?
(I know: look too quickly, and it reads like a different word which randomly comprises the contents of a mysterious bag occasionally sold on woot.com.)
CPAP stands for “Continuous Positive Airway Pressure.”
In this context, a CPAP is a respirator (read: noisy machine) which people with sleep apnea are supposed to wear when they sleep.
Bottom line: it keeps them alive. Maybe.
Yes, we’re talking about addressing the off chance you might suffocate during the night by making you sleep with a hose attached to your face and a machine running in the background.
WHAT THE CLIENT WANTED TO RUN