For example, if the client is a realtor could he say that even in a tough real estate market he sold four, five, ten, twenty homes last month? If I needed to sell my house quickly I think I would pay very careful attention to a commercial about a person who sells lots of homes.
Or what if the client owned a restaurant that packaged nutritious family dinners to go? Couldn't he solve a big problem for guilty moms and dads who work late and don't have time to fix healthy meals for their children?
If your client is in the auto service industry, will he loan you a car until your car is fixed? Or, can he arrange to get a rental car at little or no charge to the customer? That means so much to some people. I've had friends and relatives who are so terrified about not having transportation that they'll drive on tires or with brakes they know are bad. Some people will even continue to drive a car when the oil or engine lights are on because they can't stand the thought of being without a car.
Show your client how he could turn his mundane, wallpaper discount advertising message into a welcome public service announcement with no discounts necessary. Your client's message could be a godsend for many consumers when he identifies and solves their problems for them in language they understand.
Does your client have loyal customers that wouldn't mind testifying on his behalf about why they love doing business with him? People believe real people with real stories more than they believe disc jockeys.
Testimonials from your client's evangelists create desire in other people with similar problems.
Get into the habit of identifying and solving other people's problems. When your client finally realizes that your plan for his success is better than his own plan, he'll loosen his purse strings, take your hand and let you lead. You'll be a valuable asset regardless of your rates, ratings, program or format. Those will all become secondary to your value as a trusted advisor and problem solver.