Lie #1 : You must have a unique selling proposition
Lie #2 : You must offer a rational benefit
Lie #3 : Humor doesn’t sell
Lie #4 : You must have a memorable slogan
Lie #5 : You must have a logo in the ad
Lie #6 : You must show the product in the ad
Lie #7 : Every ad in a campaign must look the same
Lie #8 : Creative ad don’t sell
The one creative truth : Every as must have an IDEA in it
