Do more “Safe” work than “Risky”: Bring on the Jeers.

Often overheard within the walls of many a creative department is the art director’s or copywriter’s lament:

“My client only wants to do safe work and never wants to take any risks”

Well of course. Why would anyone suggest to a client to take a risk with it’s advertising budget? It’s not your money. What if your banker were to call you one day and asked if they could take a significant portion of your bank account and invest it in a “risky” stock. If you’re like me you would say Hell N0! I don’t like being risky with my money. Neither do clients.

Ay, there’s the rub.

When it comes to producing an ad, we just know that the more unique, the more outrageous, the more creative a communication the “Safer” it is. Opposite of what you and your client sometimes think. All too often what the client thinks is a “safe” ad is actually the most risky thing to do.

Stress to clients that the safe ad is the one that sticks out like a sore thumb.

George Lois once said, “good advertising is like noxious gas, it should take your breath away and bring a tear to your eye”

So don’t lament that your client won’t take risks. They shouldn’t.

Just be better at selling “safe, sure bet” ideas.