So here is how this conversation went…

Director: “Well Mr. Stephens, after going over my notes from our initial concept meeting, I think my team has come up with a great plan to spread the word and bring in more customers to Sammy Stephens Mini Mall.”

Client: “Great, I’m really excited! I’ve never been on TV before.”

Director: “We’re gonna make you a star ( everyone laughs, even the director who uses that line with all of his clients and still thinks it’s funny) … lets get started. We really believe that in order for you to get the most bang for your buck, we need to speak directly to the demographic that your going for. So here’s the question… Who buys furniture? “

Client: “Uh… I don’t know, everyone?”

Director: “That’s right, FAMILIES… so we are going to present Sammy Stephens Mini Mall, not just as a place to buy high quality low priced furniture, but as a place you can bring your whole family to.”

Client: “That sounds great! How are you going to do that?”

Director: “Great questions… here’s how. We open with a shot of the exterior of the building with a voice over of you talking about the reason you opened the store. Then we will fade in to you walking us through your show room pointing out various pieces of high quality furniture at a low quality price. We will then cut to a graphic of your store and a map of how to get there with a voice over, by a profesional of course, giving all of the details of where the store is located. Then we will end with a final shot of you sitting with your wife and two kids, who are beautiful by the way, giving a last heartfelt invitation to visit your store… What do you think?”

Client: “That sounds Great!…Just one question.”

Director: “What’s that?”

Client: “When do I do my rap?”