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10 top tips
1. Start with your audience
Tee Start
up work? a conversation?
Demonstrate your
Broaden horizons? Are you trying to... commercial
understanding?
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4. Choose a structure
Pros: Great for setting up work, especially for existing/less sophisticated clients
Cons: Less inspirational; less distinctive
“Building blocks”
Pros: Again, great for setting up work – more focussed and memorable
Cons: Can sometimes leave you with loose ends
“The story”
Pros: Can make for a very passionate ‘sell’ – good if time is short
Cons: Harder to write; less conversational; not a ‘team’
5. Set the scene
• Lots of agencies write charts like this, with huge amounts of text crammed
onto a chart, causing various problems and difficulties such as
– eye-strain
– boredom
– irritation
• There really is no excuse for this as it goes against everything we know
about good communications, namely that we can’t process too much
information at the same time
• In addition this will encourage you (and your audience) to read from the chart
and they will not pay attention to a fucking word you say
9. Know what your big point is
Finish the ‘1st half’ strongly (by setting up the work), then finish the ‘2nd half’
strongly (by briefly recapping the main points)
In summary: how to knit better cardigans
1. Know your audience
2. Know your objective
3. Sort out what you want to say
4. Choose a structure
5. Set the scene 70% planning
6. Think theatre
7. Write the heading first
8. Avoid the kitchen sink
9. Know what your big point is
10.Finish well 30% doing
11.Don’t be afraid!
Discussion