Let’s take a look at “Aspects of the Approach”. These are actually subsections that needed a place to live, but don’t tell anyone.

Tone & Personality: You have to make a decision about your ad relating to its tone and personality. What disposition/character/behavior/or attitude is going to be the most effective? Now tone is the undercurrent of your ad or the mood. Personality is the make-up of the ad’s character. It’s important to think about this because some advertisers ignore it and when they pull the pieces together (picture, copy, etc) the ad doesn’t project anything. For instance think of the grabber line being, “Big budget delivers big results.” Hmm? Just as money can’t solve all social ills, big budgets don’t automatically create inventive advertising. Many times we’ve seen an enormous budget plus a rotten idea = a huge failure. Yet, there are times when we see a small budget plus a first-rate idea = marvelous success. Be prepared to make do and still make it fantastic.

Break the Limits. If you have a small ad, demonstrate that you’re better than the space you’re in. Remember the prospect doesn’t care about the size of the ad, he only cares about what you’re doing for him.

Turn Adversity Into Advantage. If your client insists on showing woodchucks in his jewelry ad, turn out the best woodchuck jewelry ad ever. You’ll get points for originality, and because it’s a “zag” you’ll probably get results.

Use What’s Already Available. Before you spend a lot on photos and illustrations, look at what you have lying around. It’s free.

Can the Approach Work? Not to discourage free form thinking, but you should reject approaches that demand too much BLT (budget, labor, and time). Instead, prepare ads that require your talent and not months and bucks.

Frugality Makes You Timely. The smaller the production budget, the sooner your ad can get in the market. This is the “Rule of Thumb.” The reason is because you’re not relying on other resources. So, unchain your ads from expenses and move fast. This is worthwhile because if economic conditions suddenly change (and they will), you can quickly respond with a new ad message that addresses the new economy. You might decide to say, “Now more than ever, it pays to use our product.” You’ll again leave your competitors in the dust because they’re tied to expensive ads and long production timetables.

Watch Your Language. Most people don’t realize the power that’s packed in language. One misused phrase can upset thousands of people, so keep you antennas up and use your judgment. For instance, use nothing at the expense of a certain group. This will offend people. Instead, show that an ad can get results from scores of readers and a smile from every one of them. Don’t make fun of the prospect in a “we’re just kidding” way. He’s not paying much attention to your ad, so he won’t get the subtle nuances of your wit – only enough to be insulted. If you can follow these hints you should be able to work out a “cracker-jack” ad for either yourself or a client. Some other time, we’ll take a look at handling the media. -----------------

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