Think of the ads you've heard and seen that sell the latest breakthroughs in removing hair, growing hair, diagnosing engine faults, speeding the check-out experience, colouring hair, dusting high shelves, removing plaque, maintaining erections etc etc!
Writing ads is easy for such clients.
But what can you do for the SME that doesn't have any cutting-edge technology you can hang their hat on?
Make them a Freak of Nature - invent a freakish physical or mental ability for them: it's fun for the writer, the client and the listener, it can't be copied or beaten and it can last forever.
Here are some of the freaks I've created
A plumber with a telescopic arm.
A supermarket owner who is a hypnotist (In his ads each week, he hypnotises suppliers to give him better deals).
A wheel alignment client who's a Car Whisperer (he straightens out troublesome cars)
Bill Drew is a jeweller with a woman's eye implant.