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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.Worried about endless repetition, I developed five different ways to convey “Hey there…” and I hadn’t even known about trying to use “’Sup.”In designing for digital experiences, we know the importance of balancing the business’s objectives with customer priorities.The phone service wanted customers to stay on the line longer — billing by the minute — and guys calling in wanted to find someone to hook up with as quickly as possible.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.

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Each step in the phone tree followed a decision if this, then that.Laid off from my job as a copywriter at a large Madison Avenue advertising agency, I nabbed a freelance gig with a hot creative boutique.