5.
Relevant abruption. Or what a big creative idea looks like
If the chapter heading has tempted you to turn to this bit first, get back to the start. Go on, bugger off. You can’t do the kind of effective creative you’ll be proud of unless you do all the prep work I’ve described earlier.
For those, however, who’ve been with me from the start, here’s a recap: to quote the immortal Howard Luck Gossage, ‘People read what interests them, and sometimes it’s an ad’. What interests them are the benefits you can bring them. More precisely, you need to show them that you can solve their problems with the products and services you are promoting.
The best work follows this problem/solution dynamic. More precisely, the best work comes from the best ...
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