If you're struggling to crack a brief, a technique me and my partner use is to pretend we're two blokes sitting in a pub. One is a fan of the product or service in question, and must 'sell it' to the other, who has never heard of it. Naturally, he can't use any charts, research, or specialist knowledge. He can only use arguments that you actually use in a pub conversation. Try it. It strips away all the marketing bullshit, and can lead to something simple and honest.
Tip No.3
Tip No.2
Tip No.1
Tuesday, December 12, 2006
Tuesday Tip No.4 - Pretend You're Two Blokes In The Pub
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6 comments:
Excellent. I love these tips.
You should have your own Campaign column - or a creative school of the web. Useful, new and fresh everytime damn you.
Why do you walk so slowly? Does that help with the ideas or is it just an affectation?
It's just an affectation.
that's a good one.
no it's not, Gerald de Nerval walking his pet lobster in the Bois de Boulogne - that's a good one.
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