Take a tour with me…
Here you are…
New York. Manhatten. 405 Madison Avenue.
You walk into a stunning high-rise building.
Chandelier hanging from the ceiling, busy executives in suits sprinting by you like they bill by the second.
"Pardon me"
One of them says in a cigarette-smoke-surrounding rush.
You walk up to the elevator and as you put out your own cigarette the door opens…
"23rd, please" you tell the operator.
You share a quick meaningless smile with the beautiful secretary who seems to be late for work…
It's 11 am after all…
The operator holds the door, as you get out of the elevator and walk towards the office.
"How does anyone get any work done in here?"
Junior copywriters and accountmen flirting with their 22 year old secretaries instead of keeping to a deadline…
Glass of scotch in one hand, lit cigarette in the other…
But you make your way through the chaos and arrive…
"Is he in?"
"Maximilian, there is a visitor here to see you"
You catch a glimpse of what sounded like …
"Send him in"
…through the intercom and you open the door.
As you step into the corner office overlooking Madison Avenue, a man rises from his chair, every hair perfectly in place, and extends his hand.
You shake his hand…
"Take a seat"
Who is the man in the office?
My name is Maximilian.
Some call me Maxi, some call me Max…
Some don't call me at all…
Like that girl from last night. She wants to pretend like nothing happened.
I respect the commitment.
And I'm a copywriter…
But I prefer to think of it as a tour guide.
I'll take your customer on a journey…
…through all the various emotions that sell:
Pain; The problem they can't ignore.
Hope; The glimpse into a future without the problem.
Joy; The illusion of control. Thinking they've finally cracked the code.
What they don't know is that they didn't get there on their own.
Every word is a breadcrumb.
Every sentence a subtle whisper.
Each carefully placed phrase digs deeper towards the desire that was always there but buried so deep that you need a map to find it…
…a desire that ends, naturally, at your product.
Where is the map?
My secretary buzzes me…
It's 12 pm and time for my next meeting.
"The way I see it you have two options"
…I say while packing my attaché
"Sure. You can spend 4 hours everyday. Learn how to write copy that actually creates and then connects desire to your product and eventually sells…
or…
You focus your time on doing what you do best… Business. And let me handle the persuasion."
I close my attaché with a click, push back from my mahogany desk and walk towards the door…
"Listen… I don't have time right now.
If curiosity gets the better of you, wander the office.
Look at some of my work. My portfolio is right there…"
I leave. Shocked that I just spend an hour of my time…
…unpaid.
What are you left with?
You're left standing in an office bigger than your living room…
…alone.
You're overwhelmed by what just happened.
"The nerve on this guy…" you think.
Your eyes fall on two things:
"Might as well take a look now…"