3. Personalization
Reflect customer
insight
Make them feel
special
4. The art:
Does the art
support the
concept and the
copy?
Is the type
readable?
Can the artwork be
produced?
Color
Ink / Paper
Involvement /
Interaction
Notas del editor
The Creative has 3 parts:copygraphicsinteraction
Considerationsstyle – illustrations vs photospackagingnext step
PersonalizationReflect customer insightMake them feel specialIs it one person talking to another? Or a public address? The best copy is the copywriter talking to the prospect
The art:• Does the art support the concept and the copy?• Is the type readable?• Can the artwork be produced?• Color• Ink / Paper• Involvement / Interaction
The Response Device Should Breathe UrgencyDoes the copy really go for action? Or is it just a perfunctory request? Do they lose something if they don’t reply quickly? Do they get something if they do?