Every now and then (or more like all the time), I need to remind myself that there’s an art form to great writing and concepting. In the day-to-day, get-it-out-now world of advertising, we need to keep the basics in mind.
Over at I Have An Idea, there’s a wonderful article by Suzanne Pope, GCD of John Street in Toronto. Using dozens upon dozens of examples, she points out how great headlines and great concepts drive advertising.
She breaks it down into thematics: Hyperbole, Paradox, Personification, etc. But don’t take my word for it. Check it out. It’s a must read, and a great reference.
