Ideas
An ad is more than an image or a headline. There has to be a concept behind it. Know how to distinguish between what is an idea and what is not.
share
Call to Action: What do you want them to do? You should expect some kind of result from your advertising. What do you want to see happen, besides immediate and colossal sales? How are you going to do it? Know all the possibilities.
Agencies
You should know how an agency is run. The positions, titles and responsibilities of each department. Not all agencies are the same either. Do your research and find out which one is right for you.
body copy
Some ads just work better with copy. Like difficult, complicated or controversial topics. Or when you need to differentiate products. If you want to change someone’s mind or make them do something difficult, a catchy tagline isn’t enough. When writing copy, what you say is more important than how you write it. The style can continue later.
Bells
A campaign is a series of ads that work individually and cumulatively to communicate the advertiser’s message to the target audience. Campaigns from the customer’s point of view are more effective, profitable and long lasting for your brand. Find out what elements are included in a campaign.
design
Conceptualization is the creative process when developing a great idea. For example, for a print concept, you need to figure out what one thing you want to say about the product and how you’re going to display it. Learn universal tips, techniques and methodologies to help you conceptualize.
Reviews
It should be brief, constructive and to the point. The sentences should be like:
- I don’t understand
- has been done before
- sounds like advertising
- bored
- too cute
- ridiculous
- sounds like shit
- well
Rules
Advertising-ese, laundry lists, bad taste, bad grammar, Deadwood, weak words, and generic perks are just a few of the many things to stay away from. Avoiding these common pitfalls will make your ads tighter.
Performance
Demonstrate the product in use. Show the product itself. Present a close-up of some critical part of the product. Do not emphasize the product, but rather a person connected to it. Go one step further and showcase the lifestyle the product helps create. Ridiculous product. Make fun of the audience. Make old ads new. Find an old form and breathe a new sensibility into it. There are so many ways to present your message. Do the opposite, don’t look anything like an ad. Despite intentions, traditional ads scream “I’m an ad!” Just do something else instead. Most people hate ads. Learn how to make them appreciate it.
Headlines
Before you’re satisfied with a headline, run it through this checklist. You must cover at least some of these guidelines.
o Let your title sit for a while. Do you still love it a day later? Or are you embarrassed to repeat it out loud to someone?
o Does your title/visual make sense or is it completely irrelevant?
o Can you leave something out to make it stronger?
o Try not to use puns unless you have a purpose.
o Can you do the “billboard test” and still come up with a concept that makes sense?
o Does your headline appeal to the reader’s self-interest?
o Does your title draw readers into the body of the text?
o Is this the best you can do? Can you make a list of great headlines? Think about campaigns.
Humor
Discovering human truths will make your ad even better. What are people saying to themselves and each other about your customer’s product category or brand? What is it that people notice but never talk about? What has your own inner speech been telling you?
Images
Don’t decorate an ad to death. The strongest ideas are the simplest. Art direction is equally important when crafting an ad. Find the best way to show your idea. Don’t limit yourself or make excuses that Google or gettyimages didn’t have the image you were looking for and “this is all I had to work with.” Be resourceful.
Inspiration
Start a visual scrapbook. Draw, draw, include writing down anything that makes you laugh. Ways and actions in which people respond to things…
interview
Be prepared to respond correctly when the recruiting director says “So…tell me about yourself.” , “How much do you want to be paid?” , or “What are your weaknesses?”
designs
Here are some of the many guidelines you should review:
o Did you consider alternatives? (You can never have too many thumbnails.)
o Did you consider the Four Principles of Design?
o Did you use blank spaces effectively?
o Does your design have a nice and logical visual flow?
o Did you choose a display type that matches the tone of the ad?
o Is the body of the text inviting to read: the correct size and proportion?
o Did you respect the margins? Did you allow enough space around critical items?
o Did you keep it simple? (Less is more.)
networks
Online resumes are rarely read. You should spend 70% of your time talking on the phone and networking through people you know. Why all the grunts work yourself? Talk to people. Request informational interviews. Come armed with questions and follow-up questions:
o How did you become interested in the field?
o How did you get your job here?
o What skills do you find yourself using consistently?
o What kind of experience do you think is important for this field?
o What technology skills are critical for new hires?
o How has the industry changed in the last ten years?
o What do you like about this job?
o What is the most difficult thing about this industry?
o What attracted you to the industry?
o What makes someone successful here?
o Where do you see the industry going in the next five years?
o What are the key business issues facing your company?
o How does your business differ from that of your competitors?
positioning
Where a brand stands compared to its competitors in the minds of consumers. Before you develop your customer’s product position, you need to ask yourself:
o What is the current position?
o What is the position of the competitor?
or where do you want to be?
o How are you going to get there?
process
Get the facts. Brainstorm with purpose. Find the reference/visuals. Rough drawing of a writer. I work with the art director and the rest of the team. Introducing the creative director and account executive. Sell to the customer. Great execution. Maintaining continuity. Find out what worked and why. Know these steps in detail.
tags
Done right, slogans can be the most important element of a campaign…
fonts
Like many of the design choices you’ll make, your choice of type and color goes a long way toward enhancing awareness and developing strategic understanding. You must have a reason for the font you think of. Typography has its own language. Know the fonts and understand them.
biographies
Meet some of the greats of advertising. At least know who Ogilvy is.
Books
“Hey Whipple Squeeze This” is a must read for anyone entering this field. Start a library of ad books. Discover other titles that are very interesting and insightful.
guerrilla ads
You’re not just staging a stunt, you’re communicating a brand truth. Stay on the strategy. What does your customer’s brand need to do or say? Is this a good way to do it? Learn what benefits and risks you should consider when placing ads in ad-free zones.
Public speaking
By selling your ideas, you are also selling yourself. Your perception of the target audience will drive your presentation. It’s very simple: who are you talking to/what will you tell them/how will you deliver the message/how do you know it will work? Don’t memorize. Know your material and speak from the heart, not from memory.
Good luck!
