It takes someone pretty damn cocky, or pretty damn confident, to set themselves up as The Perfect Freelancer.
I'm going to do all I can do to convince you that my unique brand of writing is more about confidence and creativity than cockiness.
There's nothing like a day spent pounding out outdoor board concepts to build up a writer's ravenous appetite.
In this case however it's not calories that are being counted, it's words. And, from experience, the fewer the better. Or risk the wrath of a client who, upon seeing the finished board, spoils your well earned appetite with; "I can't read it, when I'm driving down the street.
Thankfully in this case, as in all other instances of gourmet writing, it’s not quantity you are after, it’s quality.
To promote Kentucky Fried Chicken and add to their unique taste proposition, with two savory, mouth watering, well chosen words, we lent appetite appeal to their convenience and value.
How to snatch victory from the gnarly hands of defeat. We all know how quickly things can so south. How a well thought out, well executed piece of breakthrough creative can fall off the boardroom table.
As a rule traditional advertising briefs fall short at isolating and determining the single most unique selling proposition.
Fog enshrouded times like these call for sense and simplicity , not laundry lists.
The statement, “You can see it’s running. You don’t have to hear it.” not only addresses the belief most consumers have, portable generators create more noise than power, it immediately establishes Honda generators are both powerful and quiet.
At the risk of being ostracized for committing flagrant acts of blasphemy, or condemned for displays of insensitivity, I‘ve always viewed the creative process as more of a divine calling, than a career path.
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