?
write
naked
BARE
ASSETS
STRIP THE TEASE
LET'S BE
OOPS !
Most people’s first apartments had floors lined with raw oatmeal and a repurposed Twister mat for a bed. Now that you have the pad of your dreams, pick up some pad padding with today's Groupon.
WORD
trim                        the fat
buff examples
self aware
anthems
POINT OF VIEW
a
one
make
list
single
THE MESSAGE
“YOUR AIRLINE’S EITHER
GOT IT OR IT HASN’T.”
BRIEF
PLAY
self aware
WORDS
?
THE
naked
write
words * ideas * message
"YOU'RE NOT YOU
WHEN YOU'RE HUNGRY"
"IF WE HAD ALL THE ANSWERS,
THERE'D BE NOTHING LEFT TO DISCOVER"
"Firemom? Wow. You sound pretty heroic yourself!"
"Puffing smoke with one lung can't be good"
"we make legalese
legal easy"
"Santa has a black beard and delivers presents nobody wants."
1. less > more
2. be interesting
3. don't sound like ads
A. Monsters
B. Mothers
A. Your fans
B. Your competitor's fans
a
a
thing
POINT
WHAT'S
IDEAS
MESSAGE
a. Pampers loves every baby
b. Pampers keeps bottoms dry
c. Buy Pampers by the pants load.
Which is the most interesting way to describe a 4,700 pound chandelier?

a. Blinged out
b. More brilliant than a studious Christmas Tree
c. A death trap
a. Discover the advantages of hiring blind people
b. Those people in Norway have all the fun
thank you!
1. message
SPOOFS
2. ideas
3. words
No guts, no gators
a. Living Social gets you to try new things.
WORDS
a. Fox Sports has Superbowl insiders
b. Fox Sports advanced technical coverage
.com
WHY the
consumer
wants 
to do it
a. Living Social gets you to try new things.
b. Living Social offers better deals.
Which message?
Which message?
a Pampers loves every baby.
Which message
a. Fox Sports has Superbowl insiders