I was working for an advertising agency and had put together several 30-second radio scripts for a client to review. Their original instructions included two minutes worth of content to condense into thirty seconds, so naturally I had to omit a few minor details.
Client: We really like what you have, but we’re worried that you left a few of the details out.
Me: Well, with only 30 seconds to work with it would be very difficult to include everything. I can rework the scripts to include more information, but if the spot is nothing but information it will likely sound very stale and uninteresting.
Client: That’s fine. Just see what you can do.
In response I put together three new scripts that covered most everything they originally asked for and sent them over.
Client: I see what you’re trying to do with these scripts, but they feel a little boring. Where’s the excitement? Aren’t you a writer? Surely you can make these sound more fun.
I decided to send them the original batch of scripts again. I didn’t even re-name the file; I literally just resent the exact same scripts.
Client: Oh, these are perfect! See? I knew you could do it.