Over at American Copywriter Tug McTighe has a few rules to live by, or at least ponder. Collect all 7.
Here’s just one:
7. Don’t blame the creatives for not caring after round of revisions 13.
Are you kidding? If your spouse asked you – no demanded – that you rearrange the living room furniture 13 times over the course of two days, stopping whatever else you were doing each and every time to do so because it “had to be done right now!” you would quickly stop giving a shit about where the couch and overstuffed chair were. In fact, you’d probably throw him/her and your cadre of Pottery Barn tchotchkes out the freaking window. So don’t blame the creatives when this happens. Man, it’s human nature to stop caring.
Besides, you should have killed that concept 10 rounds ago.
“cadre of Pottery Barn tchotchkes.” That’s some damned good writing.
