“I don’t know the rules of grammar. . . . If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
With all respect to Ogilvy…. but sometimes I do find this a daunting task. The clients wants something global and yet should be local – now running your words between these two extremes can lead to insomnia. Well, but the idea is scripted to perfection. So how do i go about meeting the two extremes??
Tug-of-War leads to one side winning but here is a tightrope scenario. And looking at the tightrope artists what do I learn? They move from one end to another. EUREKA!! I move from local to global toward the end gradually. Sort of pulling the readers down the slide from one point to another. Let me try this— this might work!!