2008 - Mindset - Mindset

[Note from Bond: One actor and wife he once worked with] are "nightmare people" to work with. I remember one day... when... in a violent rage, [well known actor] ripped 17 phones out of the walls of his home. On that occasion, [an associate] and I had to bribe some poor young woman (lets call her Miss No Self-Esteem) to take the blame and tell the phone company she did it.

Well, that night, Mama Jo calls me and we get to chatting and, she (my very own mother) tells me what a nice guy [well known actor] is, and how lucky I am to be working with him. She's never really met him, of course... but... she had seen him on TV and in the movies... therefore... she felt she knew him well.

Why spoil her fantasy? "Yes mom, he sure is a nice guy: It's a privilege to know him."

(NOTE? Actually, I do like [well known actor]. He might be a little on the hot-tempered side... but... you'll never have to wonder where he's coming from.)

Forgive me, I digress. Let's get down to brass tacks. Let's say you've got a diet product and, a blind country music singer you can use as your celebrity. How would you handle that? Well, here's how one copywriter (the world's best) recently did it:

Dear Friend:

If you need to lose weight, this will be the most exciting message you will ever read.

Here is why. My name is Ronnie Milsap and I have been in show business (country music) for more than 30 years. Perhaps you've heard some of my records such as "Lost In The 50's Tonight." "Any Day Now." "Stranger Things Have Happened" or, any of the other 127 songs I have recorded on 31 different albums.