How do I know if my idea is good? I put it in the news.
Ad legend Alex Bogusky used to tell his agency folks: “Don’t write me a script, write me the press release.”
So when I struggle to decide which idea to show the client, I write them into news headlines.
It helps identify ideas that are:
1. Simple
If the concept doesn’t fit into a headline, it might be too complex.
2. Interesting
Seeing my idea as a news headline allows me to objectively ask myself: “Would this really appear on the news?”
If the concept is simple and interesting, it’s worth presenting.
I use classtools.net/breakingnews to create news mockups quickly.
