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02/14/2005: "Don't Always Do What Your Clients Says . . . You BOTH May Regret it."

It's very often best to refuse to do what your client says and, instead, really give them their money's worth by helping them focus and then develop their advertising's Unique Selling Proposition.

Remember, your client isn't the marketing expert . . . not matter what he thinks. You are.

Only by giving the client his money's worthwill you both win. And very often that means not doing what your clients wants you to do.

Don't worry. He'll love you when your way works. If you do it his way, however, he'll say nasty things about you when he losses his ass.