Easy-peasy.

1. Name purpose in a sentence with target audience in mind

2. Name product USP (something that your product or service has that no one else has)

3. Name emotion to be involved

E.g

The purpose of Hell’s Angels beer will be to convince legal drinking age males – 18-45 –that Hell’s Angel’s beer will make you extra cool. This will be accomplished by listing the unique taste of Hell’s Angels, extra smooth with a flourish of tangerine at the end. The mood and tone of the advertising will be gothic, funny, and honest.

Practice makes perfect! Here’s the way to work it work it.

1. Write creative strategies for current advertisers – pick one out of TV, newspaper, website or direct mail and compose three-sentence creative strategies.

2. Do the same for your competitors – to establish your own positioning and imitating other people’s marketing campaigns.

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