The Writer’s Coin

More insights from one of the best books on breaking into the industry and ad creation. Click here for part one.

• Stay in touch with the real world. By this he means you should watch all the movies and TV shows that are popular since that is what your “targets” are watching. “It’s called keeping your finger on the pulse of the culture.”

• “A television commercial must entertain throughout the entire spot.”

• “Never show what you’re saying and never say what you’re showing.”

• “Write radio sparely.” Since radio is typically so over-the-top, “bare-bones execution leaps out of the radio.” That’s a good thing.

• He has a whole chapter on pushing the envelope and it basically comes down to “Once you’ve learned the rules, throw them out.” I like that he writes a whole book on the subject of making ads and then he says you should just throw out everything he’s said after you’ve learned it.
  

• “You cannot logic your way to an audience’s heart.” —Mark Fenske

• When presenting, “Think like a creative person, but talk like an accountant.” This is really good advice. The key is to make it as easy as possible for this other person to see your point of view. So it’s up to you to speak his/her language.

• “Success is getting up one more time than you fail.”

• “Character consists of what you do on the third and fourth tries.” —James Michener

• “If you remember nothing else: Spend the time making the concept great, not the execution.” Another great piece of advice. When I first started I sat at my computer, Photoshop up, thinking. That is not the way to go. A blank piece of paper and a pencil will serve you much better.

• “Do great ads for boring products.” —Bob Barrie
  This will give your portfolio a boost when it’s alongside the competition.

• And finally, he closes out the book with two words: “Stay humble.”

Re-reading these tips may sound like the book is all quotes and no unique voice. That is the furthest from the truth. It’s an entertaining read and Sullivan is a great writer. I just don’t have time to go into too much detail here. Just read it already, how many people have to recommend it before you do?

Tags: building your portfolio, hey whipple, luke sullivan