CHAPTER
12 
Solving Customer ProblemsWithout Clichés
The third creative rule is to focus on benefits and results, not clichés. Mastering the concepts in this chapter will give you tremendous insight into just how bad broadcast creative really is. Use this bad news to your advantage. You could improve the efficiency and effectiveness of most advertising by 80 percent (many commercials contain as much as 80 percent meaningless clichés), simply by removing clichés and replacing them with language that a listener or viewer who is on for the client’s ...
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