It stands for Do It Yourself. And it strikes fear in the hearts of professionals. We've all seen the cartoons: Dagwood Bumstead under the sink trying to fix a leak when disaster strikes. Shoulda called a plumber to begin with.

A couple of years ago, I had a client who was trying to decide on the type of radio spot that was best for her. She was a typical "I'll know it when I hear it" client, in other words: she had no idea, but was too proud to admit it. The only direction she gave me was "I don't want to sound like every other jewelry store."

I wrote two different pieces of copy for her, both of them hitting her uniqueness. Yep, she hated them.

"Look,", I said, "You've got a great voice and a lot of passion for your business. Why don't you just come to the studio and let me record you. I think we could have a very compelling spot." Reluctantly, she agreed, if only to get moving in any direction.

Well, she arrived at the appointed hour with one hitch: she came with her own copy. She had taken an advertising course back in college, and what she had written was - - great, for a first year advertising student. But I didn't tell her that.

"I'll make a deal with you," I said, "I'll record you reading your spot if you'll take ten minutes afterward to just talk with me."

We did two takes of hers, then I left the microphone on and asked her, "Why do you own a jewelry store? What attracted you to this business?" Her eyes lit up as she started telling me of the pure joys of helping someone find the perfect gift, and imagining the recipient's face when they opened it.

The next day, I went to play both spots for her. I played the DIY spot first, then the one I put together from our conversation. There was silence at the end. When she spoke, she choked a little with emotion.

"I didn't even think that was ME. That's great. It's just what I want."

The spot worked very well for her, and she accepted the notion that she could build a team of professionals who were on her side and would work WITH her in her interests. And that was her last bout with D-I-Y fever.



Thanks for reading
Ron Harper - July 1999



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