Writing & Execution
“You can say the right thing about a product and nobody will listen,” said Bernbach (long before the advent of positioning). “But you've got to say it in such a way people will feel it in their gut. Because if they don't feel it, nothing will happen.”
How does it feel to be this person? Find the emotion.
As you form a defense, your first instincts may be to build a bridge from where you are to where your client is. (“If only I could get them to see how great these ads are.”) Instead, get over to where your client is and build a bridge back to your position. With such an attitude, your argument will be more empathetic and more persuasive, because you are seeing the problem from your client's perspective.
Never show what you're saying and never say what you're showing.
When you've said what you need to say, stop.
Write like people talk
Pretend you're writing a letter
Visualize this person you're writing the letter to. She's not a “female, 18 to 34, household income of blah-blah.” She's a woman named Jill who's been thinking about getting a newer, smaller car.
Put your most interesting, surprising, or persuasive point in the first line if you can.
Cut away every part of the ad you don't need, which is usually most of it.
“Inside every fat ad there's a thinner and better one trying to get out.” –Tony Cox
Every element you add to a layout reduces the importance of all the other elements. And conversely, every item you subtract raises the visibility and importance of what's left.
As long as your client's product is ultimately portrayed in a positive light or is seen to solve a customer problem, the net takeaway is positive.
“The true communication isn't what you say. It's what the receiver takes away.” –Tom Monahan