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October 24, 2007 / davebirss

Creative Cheat Sheet: Part 1

This is the first of my ongoing serialisations. Ladeeez and Gen’lemen, I bring you my cut-out-and-keep collection of tips and tricks to get the ideas flowing.

What’s the logical conclusion?

Try changing the focus of the brief. If you’ve been asked to say that a car is fuel-efficient, change your proposition to the fact that it saves you money; or it prevents you from having to make too many stops at a petrol station; or it makes the fuel gauge a very boring thing to look at. If your proposition is about a cure for the common cold think about the doctor’s surgery being empty; or a doctor being bored in their office; or a supermarket doing a special on their surplus order of hankies; or someone having to come up with a better excuse to pull a sickie.

What does your proposition lead to? Focus on that instead.

Keep your eyes peeled for more tips. Uugh! I hate that expression. ‘Keeping your eyes peeled’ always makes me think of a spiral of white tissue emanating from some poor bugger’s eye socket. Bleurgh!


Leave a Comment
  1. sonicrafter review / May 17 2010 2:51 am

    I feel far more persons will need to read this, incredibly very good info.

  2. mass mailer / May 17 2010 7:52 pm

    Excellent, I was looking for something along the lines of this. I was wondering, do you think newsletters are still an great way of marketing online? Does anybody still use them well and actually get readers?

    Appreciate the help!

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