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A client's one-liner changed how I pitch every campaign

Last month I was presenting a big social media plan to a local coffee chain in Austin. The owner listened for 10 minutes then said, 'You're selling me the platform, not the reason people will walk in.' That hit hard. Now I start every pitch with the customer's problem and the exact outcome, not the ad specs. Has anyone else had a client phrase something so simply it rewired their whole process?

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1 Comment

garcia.tyler20d ago

Wish my clients would rewire my brain that cheaply, usually takes a full blown campaign failure lol.