Have you ever been in a meeting where people are brainstorming ideas, and each idea is more idiotic and off-target than the last one?

It has happened to all of us.

And if you’re an experienced copywriter, sometimes it’s hard to bite your tongue.

Because the cheerful but inexperienced leader of the meeting has announced a rule:

“There are no bad ideas!”

Well, yes there are.

In that meeting, you just heard a whole pile of them.

I can almost guarantee what the problem was.

There are several steps, including a crucial step, that everyone in the meeting never took.

Falling in love with uninformed, aimless creativity is one of the biggest causes of wasted advertising dollars imaginable.

And I’m going to tell you that missing piece, that missing step.

I can’t promise that everyone in the next meeting will take it ahead of time.

But if they do, I promise you’ll get much better ideas, even if you’re the only copywriter there.

Books:

Applied Imagination, by Alex Osborn https://www.amazon.com/dp/B009CXTZ84/

Advertising Headlines That Make You Rich, by David Garfinkel https://www.amazon.com/dp/B00513MQ2G

Download.