What’s In It For You? Privileged Access For A Song, A.K.A. The V.I.P. Treatment

As you may know, we’re trying to raise money to improve our editorial product. Thus far, the campaign has been a failure. But you know what Wieden+Kennedy says about failure, right?

“Fail harder.”

That’s what we’ve been doing. Now, I want to give you a look at some behind the scenes conversations regarding the campaign and how we’re making changes to improve it.

After consulting with Friend of AdPulp (FoA), Tom Asacker, he helped me to see that the altruistic ask isn’t going to work here. There has to be immediate and tangible value for the reader. In other words, we can’t get away with “the site will be better when you invest in it” line.

Tom also helped me to see that a lot of AdPulp’s value is in the network. Thus the campaign’s incentives ought to deliver access to our community. For instance, what if we’re able to offer $100 contributors a phone consultation with certain high profile members of the AdPulp community? Or what if I, or Dan, or another copywriter friend offers to craft a new tagline or product name for a similar-sized gift?

Then it’s not about us, it’s about you, and about the bargain you get in immediate and real terms for your support. I can tell you what Tom gets. He gets to be named AdPulp’s Ombudsman. Look for his name on the masthead soon.

By the way, all supporters at any dollar level will receive our heartfelt thanks and an AdPulp sticker.

Previously on AdPulp:
New Juicers Needed To Keep The Fresh Squeezed Industry Content Coming | Frank Chimero Knows How To Make Things, Money Included | If This Was The Mormon Church We’d Take 10% Of Your Earnings | Something’s Wrong. But What? | Please Help Shape Our Editorial Product



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.