More ideas equals more choice

I had a boss once, who said that when you’re presenting ideas for a radio ad, present the one that will work for them. One script. “This is the script you should have. It answers the brief. It is THE ONE”.

I couldn’t disagree more.

On one hand I am not writing an ad to please the client. I am writing to induce action from the target market. It’s not whether the client, the account handler, the head of marketing will “like” the ad. It’s whether it will work! Of course I hope all those people WILL like the ad but that’s not my aim.

On the other hand I can still give a range of options and scripts that do all that and give the client the option of choosing one, two or ALL of the ads to run. *(The treatments many be different but I would use techniques to make the scripts campaign-able.) I will write all the ads to answer the brief. If the brief is right I will write ads that work, whichever of them you choose to run with!

Yes, the first ad you are presented MAY be exactly the right script. But what are you comparing it with? Many production houses wont charge you for the writing on the assumption that they will make the ad for you. Fair enough! However… if your production house isn’t giving you options, talk to Mola Mola Creative! For a little extra investment (we will charge you for writing but offset it IF we make your ad) you could compare some different approaches. It may confirm the ideas you have are prefect. It may spark some new thoughts and approaches. Having more options is NOT a bad thing.

Get in touch and send us your brief!