Campaigns go wrong early, usually before anyone has written a headline. A few honest questions at the start can save weeks of revisions at the end.
- Who exactly are we talking to?
- What do they believe right now?
- What do we want them to do?
- Why should they believe us?
- How will we know it worked?
If the answers are fuzzy, the creative will be too. Get them sharp, and the ideas usually follow.
