CLEAR SIMPLICITY VISUAL

LANGUAGE PRIORITY
If you have more than one
Talk to people like theyre message, you need more than Let imagery and negative
people. People love that shit. one campaign. Everyone kinda space dominate. Dont make
What theyre less fond of is knows this intellectually, but few everything compete - create a
being talked at like theyre a do the work necessary to enact it clear hierarchy of simple
demographic being sold in practice. It requires a ruthless elements. Invest in good
something. Clarity of language determination to keep things photography and professional
is also really important - single-minded. The trap is that art directors and designers
remove sesquipedalian there are good reasons to add (you cant replace the 10,000
superfluities of verbosity. things and pruning is hard. hours it takes to be a master).

CREATE TEN IDEAS IN BE RELEVANT

INTRIGUE TEN MINUTES
Too often people mistake the
Watch JJ Abrahms TED talk on To allow your creative mind to trappings for the substance.
creating mystery boxes. We are explore, you need to turn off your Your comms should be based
innately curious and have a deep internal critic. The trick is to force on insights, not executions.
need to close the loop. Have a yourself to start spewing Know your audience and
look at the ultra-hooky craft that thoughts and ideas out, even if consider things from their
goes into upworthy.coms they're terrible. Number a list and perspective not yours or your
headlines - they all create intrigue. start a stopwatch: you have 10 stakeholders. Simplicity,
Their advice is to write 25 minutes to come up with 10 ideas engagement and relevance are
headlines. Its really good advice. - seriously, this is so worth using. the holy trinity of marketing.

TELL A STORY USE HUMOR WRITE THE MAKE ME IT PAYS TO BE

NEWS STORY LOOK GOOD REMARKABLE
Many effective marketing Humor is one of the best ways
techniques are simply to get noticed and shared, but if Write the newspaper article for Consider how a user will look to To be sharable, an idea needs to
appropriations of storytelling youre going to do humor you the campaign as if it has their friends sharing the be interesting enough that you
devices. Theres something need to do it well. Dad jokes already happened and been campaign. Does it position would call someone in from
about stories that engages us arent really going to cut it. Do successful. This forces you to them as a caring human or a another room to show it to them.
like nothing else. Search you know a person who makes tell the story of the idea - what whinging hippy? Can you Simply being good isnt going to
Youtube for a video from This everyone laugh all the time? the key insights were, how it leverage an existing social do much unless you have a
American Life host Ira Glass on Maybe you should ask that played out, what impact it had. sentiment that your target will ludicrous budget. Pretty much
storytelling - dude is a master person if they could help you It also forces you to think big be happy to share? Its not just the higher the eyebrows, the
storyteller, and super smart. with your copywriting? and distil the hook. your brand, its theirs too. higher the probability of success.

WHATS IN IT ADAPT OR DIE COLLABORATE GIVE PEOPLE WRITE A

FOR ME? NOT DEATH BY A STRONG CALL GOOD BRIEF
Offering a prize or benefit is
Everyone says that the digital
medium is a two way thing, but
COMMITTEE TO ACTION Use the creative brief template
often a really, really good idea. few practice it. If something Theres a time for gathering Tell people exactly what you on howtonotsuckonline.com -
Theres a perception that changes, change. If you get information and perspectives, want them to do at the end of a it will make your creative team
prizes and such are momentum, be nimble enough and a time for clear decisions. piece of communication. You happy. Counter-intuitively
synonymous with hard retail to use it to amplify your impact. Seek permission to lead and be dont need to be pushy, but you open briefs limit creativity,
campaigns, but it neednt be Optimize and A/B test decisive. There is more risk this do need to be clear. We are whereas a clear, tight brief and
so. Sometimes a little extra constantly, and use analytics to way, but also much more prone to distraction, especially objective open it up. Never say
incentive to engage or share test both minutiae as well as chance of success. You cant online, and so a clear call to Ill know it when I see it. Ever.
can make all the difference. totally different approaches. succeed and please everyone. action is vitally important. Identify what you want.

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Thenounproject.com attributions: Tuxedo by Matthew Ryan Miller, Monkey by Simon Child, Chinese Takeout Box Anna Wang, Cloud by Paul Philippe Berthelon Bravo, Evolution by Michael McMillan, Book by Nathan Thomson, Pen by Michael Rowe, Seed by Marwa Boukarim, Gavel by Ilsur Aptukov, Banana by 42, Eye by Arkthus, Newspaper by Scott Lewis, Document by Icothlon - all from The Noun Project.