Creativity's biggest stumbling block - the Client.

Rowan Atkinson (Mr. Bean) once said he wouldn't make movies in America because he didn't do 'comedy by committee'.

image from fanpop.com

Creativity in the world of advertising is a lot like that, even if the committee is just two people; you and the client.

The rule of a good copywriter is to give the client what he needs, not what he wants*.  When those two things are in conflict, and the client insists on having it his way because he is paying for it, copywriters often default to the second position.  That would be - give the client what he wants, and do your best to craft it in such a way that it is palatable and compelling for the target audience.

This is why copywriters die young.

If you possess a warped and devious mind, there is a third option.

Give the client what he wants.

Give it to him just the way he asked for it. Don't go overboard to add more warts to the concept - it is probably odorous enough as it is.

Then do the concept the way you know it should be.  Often, a client won't have the ability to envision a concept the way a writer can but if he can see it, hear it, or experience it then he will understand the benefits and strategy of the professional idea.

I must confess that in my industry, radio, it was not a huge commitment of time or resources to do two concepts. If you're in television or web design, producing two finished products may not be feasible. But if you're looking for a long term relationship with a client, the short term pain and investment could earn you the trust and freedom you need to create brilliance for an appreciative client.


*Largely Unnecessary Gender Disclaimer That I Am Enclosing Mostly For My Own Amusement:
I started writing "he/she" whenever I referred to the client but it was making things clumsy to read and my rambling copy is confusing enough without that, so I defaulted to 'he' and I will use 'she' next time. Can we all not be offended now?  Thank you.