Six ideas on how to write better single-minded propositions.
[Published originally in December 2021, but this one never gets old.] No one wants to write a bad single-minded proposition. I get it. There’s a ton of pressure on you to not just write the damn thing, but to write a brilliant one. When everyone expects, well, Just Do It, anyone would shrivel up into […]
I had not the time to make it shorter.
Writing a book is not like writing a weekly essay for a blog. This essay has a firm deadline. A book does not, or usually does not. I’ve written two textbooks, one of which has had two new editions. The second book is due for updating. But writing a textbook is nothing like writing a […]
A global survey shows that marketers write bad briefs. Are strategists’ briefs any better?
All of us in AdLand owe a debt to Matt Davies and Pieter-Paul von Weiler for facilitating a global survey (of English speakers) on the subject of client-generated creative briefs. The results of this survey are revealing but not surprising: Marketers have not been trained to write briefs and therefore the briefs they present to […]
