A good ad is a series of vivid mental images projected onto the movie screen of imagination. Here are a few tips for writing opening lines that will flash and crackle in the mind with the smell of burnt electricity:
- Name something easily seen. “A rose…”
- Modify it only after you have a named it. “… bright red and big.”
- Choose verbs that carry context. I said “flash… crackle… burnt electricity,” and you saw lightning even though I never used the word. You were engaged by the language, a willing participant in our co-creation of a vivid mental image.
- Clarity first, creativity last. Creativity that blurs clarity is pretentious. Creativity that sharpens clarity is genius. How big is the idea in your mind? How quickly can you transfer it?
- Shorter is quicker, and quicker hits harder. Always hit hard.