Vent: My client's billboard copy got cut from 12 words to 5 and it actually worked better
I used to write these long, clever lines for outdoor ads, trying to fit a whole story. For a local gym campaign last year, my first draft was 'Transform your fitness journey with our state of the art equipment and personalized training plans.' It felt right to me. The client pushed back hard, said people drive by too fast. We changed it to just 'Get Strong. Feel Better.' and put the website huge underneath. Impressions went up by about 30% in the first month, according to the traffic reports they shared. When did I start overcomplicating a message meant to be seen in two seconds? Has anyone else had a client's blunt feedback completely flip a campaign's results for the better?