Someone once said: "A poster should have no more than seven words on it."

That person made a schoolboy error.

You see, a poster should have NO words on it. None at all.

I really mean it.

Why?

Because a poster is not like TV, where the consumer is sitting on the sofa in his underpants, eating cheese & onion crisps, looking directly at your adverts.

No one is looking at a poster unless you make them.

Now if you want to catch a fish, you need a hook. And if you want to catch an eye, you need an image.

Crucially, an image of something people have never seen before.

So far so good. But the problem is - a logo is going to go on this poster, maybe a packshot, maybe an endline, maybe a web address or a phone number (who ever wrote down a phone number while they were travelling in a moving vehicle?)

In a way, there is already too much distracting shit on your poster before you even sit down to write it.

So make life easy on yourself, and accept that you cannot have a headline.

You just can't.


There's one exception. You can have just a headline, and strip away everything else. However, these nearly always end up being compromised when the client says it looks boring and wants you to add a background. So use carefully.

Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

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