CHAPTER

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Making the Spot Emotional

The second creative rule is to get the target market’s attention immediately. Remember, we’re not trying to reach everybody. We don’t have to do that. All we have to do is get the immediate attention of those viewers or listeners who are on for your client’s product or service and will make a buying decision this week.

USE A HEADLINE

You notice that I say we should begin every spot with a headline. Why a headline? Well, think about why newspapers use headlines. They use them to get your attention, right? We ...

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