I’m a copywriter. I was at a meeting with a pair of clients who weren’t happy with what I produced for their brochure.
Client: (1) We don’t like your writing. It’s too ballsy, braggy and makes us look like we are too full of ourselves.
Client: (2) Yeah, yeah. Tone it down. You make us seem as if we show off. Be subtle!
Me: Ok, I’m hearing you. Let me know what you want me to point out about your motorbikes…”
Client: (1) Well… we invented the category, now we reinvented it again, as we always do when we launch a new product. There’s literally no one close to our product’s standard. It’s unparalleled. There’s no terrain or turf worldwide that our bikes can’t handle. They’re the ultimate in any and all aspects. Basically, every part is new, redesigned, or both.
Client: (2) Be sure to repeat all this -
Client: (1) But this time be subtle!
*sits down next to you and sympathetically looks into your eyes* i don’t care