“An instructor at the U of M told our class that we couldn’t get a good grade by writing a lot of facts and stuff about the subject. He said he knew just about everything there was to know about the subject because he’d been teaching the class for a long time. He said the only way to get a good grade was if he said to himself after reading our paper, ‘I hadn’t thought of it that way before.’ That, to me, is what ads are (or should) be all about.” – Pat Burnham
Good messaging, which is at the heart of good advertising, has to be about surprising and delighting. You need the emotional and the rational connection. You need a message that reminds you that you are alive -- a living, breathing and caring being -- and a kick that drives you to action.
Tomorrow Isadore and I will be revisting Tim and Pat's story and trying to apply it to the task at hand. And I dare say, that any project you are working on could benefit from the same creative review (no matter how far down the track you are). Remember, you have only one chance to make a first impression. Don't waste yours.
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