THE GOAL ISN’T A GREAT AD, THE GOAL IS BRILLIANT THINKING
ALWAYS START WITH A PENCIL
GO FOR QUANTITY OVER QUALITY FIRST
Luke Sullivan: Hey Whipple Squeeze This
All art is a series of recoveries from the first line. The hardest thing to do is put down the first line. But you must.*Nathan Oliviera
BEFORE YOU BEGIN CREATING:
WHAT IS THE OBJECTIVE?
WHAT NEEDS TO BE SAID FIRST? THEN WHAT?
HOW DO YOU WANT THE VIEWERS EYE TO FLOW THROUGH THE PAGE
WHAT IS THE TONE?
LET SOMETHING BE THE HERO
STAY AWAY FROM VISUAL CLICHÉS
ELEMENTS OF DESIGN
USE A GRID
COLOR
ORDER OF PROGRESS:
THUMBNAILS
ROUGHS
COMPS
PROOFS
TYPOGRAPHY
Serif
Sans Serif
WEIGHTLight, Regular, Semibold, Bold
SOLVING THE PROBLEM VISUALLY
SHOW THE PRODUCT
SHOW THE BENEFIT
Luke Sullivan: Hey Whipple Squeeze This
SHOW IT IN USE
Luke Sullivan: Hey Whipple Squeeze This
SHOW COMPARISONS
SHOW THE NEGATIVE
SHOW THE POSITIVE
GET PROVOCATIVE
LEVERAGE THE MEDIUM, IF YOU CAN
LEVERAGE THE MEDIUM, IF YOU CAN
NOVELTY +RELEVANCE =CREATIVITY
Don’t let the headline flex its muscles if the visuals are doing all of the heavy lifting.*Luke Sullivan
YOU MAY NOTNEED COPY
BRING IT ALL TOGETHER:
Does your layout convey the big idea?Did you design with your audience in mind?Did you prioritize the elements?Do your visuals and headlines work?Does your design catch the reader’s eye?Did you keep it simple?
Did you consider alternatives?Did you use the white space effectively?Does your font match the tone?Did you honor the margins?Did you keep it simple?
FIND A DESIGNER FRIEND
LEARN TO WRITE GREAT COPY
YOU MAY NOTNEED ART
HEADLINESUBHEADSBODY COPYTAGLINE
KNOW THE TONE OF THE MEDIUM
KNOW YOUR MEDIUM & WRITE SPECIFICALLY FOR IT
SOCIAL MEDIA=ENGAGE
OUTDOOR=MEMORABLE
PRINT=ANYTHING GOES
Luke Sullivan: Hey Whipple Squeeze This
KNOW WHEN TO BE TECHNICAL
A GOOD HEADLINE DOES THE FOLLOWING:
ATTRACTS ATTENTIONENGAGES THE RIGHT AUDIENCECOMPLIMENTS THE VISUALLURES READERS INTO THE BODY COPYMAKES A CONNECTION
GET THE BAD PUNS OUT OF YOUR SYSTEM
Luke Sullivan: Hey Whipple Squeeze This
FIVE RULES FROM WINSTON CHURCHILL:
1. Begin strongly2. Have one theme3. Use simple language4. Leave a picture in the listener’s mind5. End dramatically
DON’T BE AFRAID OF WHITE SPACE
THE BEST COPYFEELS LIKE A CONVERSATION, NOT A SPEECH
WRITE LIKE YOU /THE BRAND TALKS
FINESSE
When you’re done you shouldn’t be able to take out any word without disrupting the flow and structure of the entire piece. *Luke Sullivan
REWRITE THE COPY FROM MEMORY
IF YOU NEED TO WRITE ONE HEADLINE WRITE A HUNDRED
Luke Sullivan: Hey Whipple Squeeze This
GET TO THE POINT FAST
EMPHASIZE ONE MAJOR IDEA SIMPLY & CLEARLY
Luke Sullivan: Hey Whipple Squeeze This
READ YOUR COPY OUT LOUD
VARY THE LENGTH & STRUCTURE OF SENTENCES
EDIT, EDIT, EDIT
ALLOW YOURSELF TO COME UP WITH TERRIBLE IDEAS
Luke Sullivan: Hey Whipple Squeeze This
THE TRASH CAN IS YOUR BEST FRIEND
Luke Sullivan: Hey Whipple Squeeze This