Gelezen in de e-newsletter Copywriter's Roundtable van John Forde:
Copywriter Rich Binell sends in this gem:
Steve Cosmopulos is a well-known art director in Boston. For a while there, he even had his own agency. One day, Steve walks into a client's conference room, where he's supposed to deliver a presentation. He's late. Everyone is sitting around, waiting. Steve says nothing. Instead he drops a duffel bag on a chair. He remains standing. Then, from the bag, he pulls out a board. The board has 100 nails sticking up. He puts the board on the table... and then whacks it, hard, with an aluminum frying pan. He holds up the pan and shows the bottom. It's full of dents. Then, still silent, he pulls out another board. This one has just one nail sticking up. Again, Steve places the board on the table. Again, he slams down the frying pan. Only, this time, the single nail penetrates. Steve holds up the pan and shows his clients the hole. "Now," he says, "how many copy points did you want to put in this ad?"