Goal
Build a concept list: 2 angles, 3 concept cards each, every card with its why, and the 3 you'll make first.
Why it matters
Your desire and angle bank says what to say. It doesn’t say what the ad looks like. Most owners jump from an idea straight into a design app and come out with six versions of the same ad. An is the step in between: the plan for one ad, written down before anyone makes it. Writing it first is cheap. Making the wrong ad six times costs you design time and ad money.
In the full lesson
- Step 1 · Start from one angle card
- Step 2 · Borrow shapes, never words
- Step 3 · Write the card before anyone makes it
- Step 4 · Check each card, then pick 3 to make
- Step 5 · When one wins, carry the change of mind
This lesson is in The Ultemir Playbook.
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