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