DRAMATIZE THE SOLUTION

04. Dramatize the solution

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• In this instance, you are going to lead with a solution instead of a problem.
• 90% of your ad will be an interesting, dramatic, ‘WTF?’ situation that results from someone using your product.
• The viewer is not told how this situation came about until the very end.
• The last few seconds of your ad are for a clever connecting phrase that reveal that your product was behind it all.
• So where do you begin?
• You start by figuring out that connecting phrase.
• Write down as many interesting expressions of your product’s benefit as you can and pick the one that seems the most insightful, fresh and true.
• Craft this phrase till it shines.
• It’s the hinge that opens the door between your product and amazing work.
• The more interesting this phrase, the more memorable the situation up front.

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