The Wisdom Handbook
From the title of this SCAB, you might assume forgivably that I am lending you, reader, some advice on how to weather the SCA storm. There are two reasons as to why I am leaving you disappointed. Reason #1: The advice would be unsolicited. You’ll find your own way of doing SCA. I believe in you. Reason #2: I know nothing. I know some things but, in the grand picture of life, I know nothing. There are hundreds of advertising veterans who can destroy my arsenal of knowledge with one single linguistic burp. And for the past nine months or so, I have consumed every word that has been burped. That’s quite a mank metaphor actually. But, without further ado, I will regurgitate it for you. You might actually want to read this stuff.
Simon Dicketts – Every advert is an opportunity, don’t just write a series of facts, find an attitude. Develop your own style, celebrate your own individuality.
Sean Doyle – The more ideas you come up with, the more original they’ll get.
Malcolm Duffy – Don’t be afraid to use a thesaurus. Is your copy worth memorising? Write a list of appropriate words – then write headlines for each word.
Jim Durfee – Visualise the one person you want to influence, then sit that one person across the table – talk to them through your pen. Every product has its own truth. Believe that every word you write will be read.
Neil French – Look at every other advert in the category so you know what your ad mustn’t look like. Leave the genre. Don’t make ads that look like ads.
Steve Harrison – The reader’s POV is paramount and you should try to reflect their opinion, experience or attitude at that moment. After that, use a mix of empathy and facts to move them where you want them to be. Understand the problem they’re experiencing.
Frank Lowe – Never go to a client with a campaign you don’t believe in. Likeability is the most important thing in an advert.
Trevor Beattie – Make products antiheroes, go with the truth, make it humorous.
Mary Wear – Nostalgia anchors you.
Cabell Harris – If you’re in the mood for coming up with ideas, keep going till your brain runs dry.
Adrian Holmes – Open the dictionary and put your finger on a random word as a brain game.