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Fix it.”Paging through the binder, I saw diagrams of the phone tree when a customer called in and what their experience would be.This was different than advertising to get people to call. So back in my apartment over another two days with little sleep, I wrote the dialogue for every step and keypad choice from a new friendly greeting at dial-up to multiple choices of virtual meeting rooms I had to name.My obsessive, compulsive need to number things programmer-friendly started here: 1.0, 1.1, 1.3 and 1.13.The sex industry has always an early adopter and pace-setter for commerce trends.
” I asked, sensing it wasn’t more advertising he wanted.“It’s the script for the customer phone experience.
This was harder than advertising, and to me, more important.
What I learned has stayed with me twenty-five years later, into a modern era of Madison Avenue and Ashley Madison: My advertising headlines were snappy but they’re not how people talk.
The agency thought the names were hilarious, but the client sent me back to the drawing board after sharing the ideas with customers, who all said the names of the rooms killed the mood and seemed created for someone else.
Hearing customer feedback and learning more about their specific hobbies and interests, I came back with “The Lair,” “The Army Barracks” and “The Private Beach,” all of which tested much better.
Apparently, the agency’s staff writers couldn’t crack the campaign, and with the Memorial Day weekend approaching — every long weekend was a profitable with heavy calling — the client was angry and the agency was running out of time.