TECHNIQUE: News article

TECHNIQUE: News article

Imagine you’re an editor of a news publication. 1. Choose something interesting that people would want to read about your product or service. 2. Write a headline that will get people’s attention. 3. Your first paragraph should give the What is this about Who does this...
EXERCISE: Connect the dots

EXERCISE: Connect the dots

My former partner Rich Silverstein used to talk about effective advertising using the analogy of those dot-to-dot games we all used to play as children. It was important for us to join enough of the dots in our advertising to avoid confusion (and as a result...
TECHNIQUE: Crafting customer stories

TECHNIQUE: Crafting customer stories

Write a story about one of your customers buying and using your product. Make it as detailed as possible. Describe every step of the process, including all the sights, sounds, smells. What are they thinking throughout the story? How do they feel? What do they like and...
HOW-TO: Get the most from your agency

HOW-TO: Get the most from your agency

Are you completely satisfied with your agency? Having worked both on the agency and client side, here are some thoughts on how to get the most from your agency. Provide all the parameters up front There is no point in withholding information to gain a better hand....

There is no safety in advertising

“Security is mostly a superstition. It does not exist in nature, nor do the children of men as a whole experience it. Avoiding danger is no safer in the long run than outright exposure. Life is either a daring adventure, or nothing.” – Helen Keller So often we are...