I was contracted to manage the marketing and advertising efforts of a privately owned chain of dental offices. The dentist owner was a textbook “Type A” personality who didn’t want to be bothered with minutia.
Client: Dentures melt bone. They cause your jawline to deteriorate and change the look of your face. People suffer from dentures. Design a billboard for this. Sell the sizzle, not the steak. Wow me.
I made a billboard with a bright red-headed toothless older woman holding an apple with her dentures lodged into it. The text read: Ditch the Dentures! It took two weeks for the client to look at it.
Client: I give it an “A” for creativity, but it’s too far out there. I don’t think it’s up to the level of care I provide.
I designed another billboard. It was more subdued, with an older woman rubbing her jaw. He took another three weeks before looking at it.
Client: Only 5% of my patients come here because their dentures are giving them problems. I don’t make any money from them. Do a billboard for dental implants.
I did. Three weeks later:
Client: What about people who suffer from dentures?
Our relationship didn’t last much longer.