Q: Why Hire Phil Dunn? A: You Might Not Want To.

In a world where California is the state known for political rationality, where children beg for brussle sprouts, and where everyone who wants an oompa-loompa gets an oompa-loompa --- EVERYONE would hire Phil Dunn. But that’s not really sane, is it? (BTW – I’m not an oompa-loompa)

The fact is that I’m only a good fit with certain types of clients.

I love the organized types who know what they want and why they’re producing a particular piece.

I love those who come from a sales and persuasion angle (i.e. customer/bottom-line results oriented).

I’m into strict deadlines that are the result of realistic production steps. Obviously, this is my dream scenario, and I’m pretty happy when I work with an individual or a team that’s got one or two of these covered. I’m completely aware, however, that production schedules can be tighter than a locker room wedgie. I know many marketing directors/managers who are so overworked that they can’t hear the bell between rounds, and they’re beginning to enjoy the smell of the canvas. Sometimes I find myself drooling on the canvas. However, even those of us who get knocked around appreciate it when goals and timelines are clear.

So – I might not be the one to hire if you prefer a more loose style of production. Many companies create good materials with free-and-easy approaches. I’ve worked that way and will probably do so in the future. However, I can tell you what usually happens. I accept the project, the deadlines are crazy, I don’t have enough information, and the marketing contact is focused on other things. The copy gets turned in, and it’s not exactly what the department had in mind. I usually provide copy that everyone likes on the second run-though, but even then it’s not clear what the copy satisfies in terms of goals and audience. Without a clear vision, the copy "works" but doesn’t exactly achieve anything.

I’d prefer to:
1) Know the audience intimately and work with marketing directors that value this step,
2) Set distinct goals with respect to desired outcome, and
3) Settle on style, aggressiveness, and topics covered prior to launching the research and writing phase.

When these three simple points are addressed, we can create lots of persuasive, engaging, and tight (but not wedgie tight) pieces.

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