o take care that your idea hasn’t been done a hundred times before.
oncept off the shape or placement of the ad is fun. This is well-tilled ground, so do your homework to make sure your idea hasn’t been done a hundred
visuals work fas
Look at your product and do the same thing. Visualize it on its side. Upside down. Make its image rubber. Stretch your product visually six ways to Sunday, marrying it with other visuals, other icons, and see what you get—always keeping in mind you’re trying to coax out of the product a dramatic image with a selling benefit.
Learn what iconography is overused in your category, and avoid it
Telling readers why your product has merit is never as powerful as showing them
t is far more impressive when others discover your good qualities without your help.
o understand what it means to make your whole ad or commer- cial be the sales message, consider the analogy of giving your dog a pill. Dogs hate pills, right? So what do you do? You wrap the pill in a piece of baloney. Well, same thing with your commercial’s message.
A big idea is almost always incredi- bly simple. So simple, you wonder why nobody’s thought of it before.
Coming up with a big idea is one skill. Recognizing a big idea is another skill. Develop both.
in order to get to a great idea, which is usually about the 500th one to come along, you’ll need to resist the temptation to give in to the anxiety and sign off on the first passable idea that shows up.
One concept, one voice, one style.
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