If you're putting a book together to get your first job, you have to write your own strategies for campaigns, and I already wrote a tip about the importance of telling the truth, not for moral or ethical reasons, but because it leads to more powerful advertising.

I was reminded of this when a jobhunting team e-mailed me some strategies yesterday, which included:

Gola - Sporty, but not too sporty

Sky HD - Make the most of your sofa

In a sense, the team have done what I suggested - found an unusual and interesting truth about the product or target market. It is certainly true that Gola is for people who are sporty, but not too sporty. And if you get Sky HD, you will definitely spend more time on your sofa. These are good insights.

And teams gunning for that first job often have entire books of strategies like this. However, to actually get that first job, there's a level beyond this that you need to break through to.

Now, this may seem obvious, and it probably is obvious to even the most junior Planner, but it doesn't seem to be obvious to young Creatives, judging from the number of books I see which haven't yet grasped this principle, but... the truth is not enough.

When you come up with an interesting and unusual truth, you have to test it against whether it is also a good sell for the product. Good sell means makes it seem more interesting, desirable, better value etc.

So, taking the Gola strategy... I'm not sure that 'outing' me as someone who is sporty but not too sporty makes me want to buy these trainers. In fact it might put me off. It's like saying "Porsche - for rich guys who want to ensure everyone knows they're rich". A true statement, but not the way to get people to buy a Porsche. And for Sky HD, pointing out the fact that you'll be spending more time on the sofa may also come into the 'true, but a turn-off' category.

It's when you can find strategies where the insight is equally fresh and surprising, but which also does a job on making the product seem more desirable, that you've hit pay-dirt.

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