A few years ago, I got to sit in a session hosted by Derek Humphries from the UK firm THINK Consulting. If you are into creative, and you get a chance, Derek is one of the guys you need to hear speak. His colleage Tony Elischer, is also fantastic.
As part of the session - Derek passed us a checklist of things you should look at before you release your dm/brochure/etc into the world.
1. Is it on brief? (Does the solution suit the original problem formed in the creative brief?)
2. Is it factually accurate?
3. Is it clear who we are talking to?
4. Is it clear what we are asking?
5. Have you explained why?
6. Does it sound important?
7. Is the point made simply?
8. Is the response device (for the donor) simple and easy?
9. Are we doing something that has never been done before?
10. AND MOST IMPORTANT - Does it sing?
Upon the advice of one of my readers - THE NAKED IDEA will become a weekly blog to be published every Monday starting today.
Questions? Comments? Let me know.
John
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4 comments:
I think The Naked Idea is "singing".
Congratulations on an insightful blog.
Rare and welcomed!
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