8 Tips To Creating Great Work That Works

Ryan Berman // Aug 20 // Insights

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Visuals always help me. Here are 8 tips via 8 visuals that can help you create better work that connects with the diverse, unique and opinionated people of our beloved America...

#1: Rally The Divided.
We have Red States vs Blue States. City Slickers vs Country Lifers. Angelina people vs Jennifer people (you know who you are). More than anything, it’s important to know we’re divided on more topics than we are united. These also happen to be the passion topics that generate the most chatter. Pick your side and relate to them.

#2: Do Your Homework.
Seen, What Women Want? That’s what we’re talking about here. Please note the 1) Home, and the 2) Work. Even with Google, the world is best observed when you’re living in it.

#3: Ads Aren’t Rock Concerts.
We wish people were lining up around the corner the night before just to see our ads – but that only happens for Bono, Justin Bieber and iPhone releases. We need to work harder to make sure our messages sing – and do so on their own.

#4: Stand Out in the ‘Sea of Sameness’. 
If it looks like a duck, walks like a duck and quacks like a duck, will it ever stand out when nestled in with the rest of the flock?

#5: Speak to the People, One Person at a Time. 
The very best work resonates with many people – and one person – all at the same time. It’s no different than hearing lyrics to a song and thinking they were perfectly crafted just for you.

#6: So Many Strategic Ways to Skin A Cat. 
Whether you show it or tell it, the art of story-telling and the subtext you bake into your concept is everything. The real question is did you nail the landing when it came to your ultimate desired take away?

#7: Life Is Noisy. 
We’re inundated with 10,000 messages everyday. Make sure your message has what it takes to stop people in their tracks when you’re not there to help.

#8: Daring Work Just Isn’t that Daring After a While. 
True Story: Just this week, I had a brand partner shifting in his seat during a creative presentation. This was the reaction I was hoping for. The work was thoughtful but risky and it pushed the boundaries of what they thought was possible for their brand. Inevitably, our brand partner knew this not-so-safe campaign was right for them. I reminded them that things that seem scary now aren’t so frightful once they run in market over-and-over again. Reverting back to #7 (Life Is Noisy), we need to push our work harder and, sometimes, prod our brand partners farther to choose the best work that will work on their behalf.

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