Jens Haaning has to be the most creative artist ever.
Or the most creative crook.
You see…
He was commissioned to produce re-creations of two of his previous works for the Kunsten Museum of Modern Art, Denmark.
For these he was paid around $75,000.
When the artwork was delivered… the museum got an unexpected “surprise”.
Haaning simply presented them with two blank canvases.
These new works he titled:
“Take the Money and Run”.
He claimed that his breach of contract was all part of the art itself:
“The two empty frames is actually a representation of the concept. So more important than the absence of money is that I’ve taken the money.”
He continued:
“I don’t see that I have stolen money. I have created an art piece, which is maybe 10 or 100 times better than what we had planned. What is the problem?”
I guess it’s the old “art is in the eye of the beholder” thing?
Hmmm…
I wonder how that would go down with my next client?
“Chris, write me a welcome sequence.”
“Sure.”
Money paid… Chris works… Chris delivers…
“Here’s your emails.”
“But… it’s a blank document, Chris.”
“Yes.”
“Have you made a mistake?”
“No. These are the most equisite marketing emails ever written. Your customers will understand. After all: email is in the eye of the beholder.”
Yeah… nah…
Not going to fly. Not even to putter along the runway a few yards.
Following Jens Haaning for creative inspiration may not be the best route.
Plus: he had to pay most of the money back — the court “beheld” things rather differently to him.
Real, persuasive, engaging words are needed.
In other words: copywriting.
Great copy is what helps deepen enagement with customers. And guide people to take an action. To help them find solutions to their deepest problems.
Might even be the sort of thing I should be doing in the emails I write for clients 🤔
Copywriting is an incredibly useful skill to use for your own business. Or when writing for your clients.
AWAI’s Method course teaches copywriting. I’ve been through it and recommend it.
All the details are here via my affiliate link:
https://milham.me/awaimethod
Gotta ~~take the money and~~ run!
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EmailForTheWin.com
Chris Milham