This is the runner-up. The 2nd best tweet, the silver award-winner, from the audience of nearly 500 at my presentation to today’s Inbound Marketing 2015.

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“He looks and sounds just like Larry David.”

The panel of judges – me, Luke, plus one other guy, the speaker, I think – told me after the show, this tweet is great because it’s true and truth was one of the tentpoles of my presentation: “What is the truest thing you can say about this brand, product, or category?”

The reason it didn’t win #1? Clients (me, in this case) don’t really want to hear the truest thing about themselves. They want to hear about how they’re perfect. I woulda loved a tweet like, “Looks and sounds like JFK Jr.” Okay, so this next tweet is the third runner-up

“‘Pain-in-the-ass fruits like mangos,’ probably my favorite quote of the day.” The reason this tweet took bronze is the writer liked something the client said. And since I’m the client, of course I think this is brill. Very astute observation by Mr. Rees. I love that line, too. And now, the winning tweet.

“Tension, conflict, energy, not only is @heywhipple talking about it, he is exuding it.”

The judges told me after the show this one rung the bell. Why? Because clients love it when you show their picture. To quote David Ogilvy’s poem about brown-nosing:

“When the client moans and sighs,
Make his logo twice the size.
If he still should prove refractory
Show a picture of the factory.
Only in gravest cases
Should you show the clients’ faces”

Congratulations, Mr. Kevin Mullet. You had the right mix of truth and making nice-nice to the client. Well played, sir. Well played. Send me your mailing address and I’ll pack off a signed copy of Whipple post haste.