1. No one cares about you
This is where you should start every piece of communication. Interest must be earned.
This is where you should start every piece of communication. Interest must be earned.
“People don’t read ads. They read what interests them, and sometimes that happens to be an ad.”
David Ogilvy, Advertising legend.
Identify the problem you want to solve. Half the reason solutions fail is because they are trying to solve the wrong problem.
A “Like” on Facebook can mean sweet FA. Every piece of communication needs a purpose. Engagement without persuasion is a waste of money. Make sure there is a clear path from awareness to action.
Don’t try to answer the brief immediately. You will only come up with logical answers. Truly creative solutions require lateral thinking which takes time.
