Exley Politics 2011 - The Monday Morning Memo

“When you write ad copy that captivates the imagination and causes the listener to imagine doing what you want them to do, you are doing the work of God; you are speaking a new and better future into existence for your listener, for your client, and for yourself. You are taking the trio to where each of you wants to go.

Before you start thinking about which media to use, you need to craft your message.

And that cannot be done until you have clear and concise answers to these 3 questions:

How will your performance be measured?
Ask your client.
2. What do they want you to make happen? See it in your mind.
3. Where do they want you to take them? Say it out loud back to them.

The answers to these questions will inform your ad writing and take you, and your listener, and your client, exactly where each of you wants to go.

The Cheshire Cat in Alice’s Wonderland carefully explained to Alice why most ads are written badly: ‘When you don’t know where you’re going, any road will get you there.’

Where are you trying to go?”

- Roy H. Williams, at 7:52AM on Saturday, Dec 11, 2021

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