77. Stop Adverpanicking
• Stop answering questions
that nobody is asking
• Customers want to know ‘why’
not who, what, when & where
• Good advertising is about the customer.
Bad advertising is about the advertiser.
78. Stop Adverpanicking
• Stop telling clients what they want to hear,
tell them what they need to hear.
• Good ideas need to be sold.
• Practice safe design. Use a concept.
• Respect the law of
seedtime and harvest
79. “Our life is frittered away
by detail. Simplify, simplify.”
~Henry David Thoreau