One of the problems with advertising experts is that they have a free pass.

They go around to conferences, they talk to the press, they write stupid blogs, and they make profound and confident statements about the advertising industry.

And no one ever goes back and checks up on them.

Reach inside and pull from the hearts of your audience.

Pull from scripture (religion), songs (that they have sung together), and use those as a device to connect and resonate with your audience.

Painting a picture of a new bliss using the very things inside of them that they already hold as sacred.

I’ve seen hundreds of portfolios. I don’t often remember portfolios, but I remember people. When a designer’s ideas are rejected it’s usually because they have been presented badly, and not because they are bad ideas.