Client: I love the headline but can’t you make it more….punchy.

Me: I don’t think it’s going to get more punchy than ‘We Buy Gold’.

Client: I want more with less! 

Me: ‘Sell Gold’

Client: No, I absolutely hate that. The last one was better, just make it punchy. I want it to pop off the page.

Me: ‘We Buy Gold’

Client: There we go, wasn’t so hard! It’s just missing something, can you make it more glamorous? The last thing we want is people to think we’re low quality.

Me: ‘We Buy Gold’

Client: Perfection!