Comments on: Dave Young: One Idea Per Ad http://www.wonderbranding.com/2009/09/dave-young-one-idea-per-ad/ Speaking, Workshops, Articles Wed, 01 Feb 2012 18:39:25 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Phil Wrzesinski http://www.wonderbranding.com/2009/09/dave-young-one-idea-per-ad/comment-page-1/#comment-2597 Phil Wrzesinski Wed, 13 Jan 2010 03:09:01 +0000 http://www.wonderbranding.com/?p=1584#comment-2597 Jeff, do you have a source for that story? It is fabulous (if only I could figure out how to take boards with nails on an airplane). Jeff, do you have a source for that story? It is fabulous (if only I could figure out how to take boards with nails on an airplane).

]]> By: Michele Miller http://www.wonderbranding.com/2009/09/dave-young-one-idea-per-ad/comment-page-1/#comment-1922 Michele Miller Tue, 08 Sep 2009 21:44:52 +0000 http://www.wonderbranding.com/?p=1584#comment-1922 Ha, love it! Great story, and right to the point (no pun intended!). :-) Ha, love it! Great story, and right to the point (no pun intended!). :-)

]]> By: Jeff http://www.wonderbranding.com/2009/09/dave-young-one-idea-per-ad/comment-page-1/#comment-1921 Jeff Tue, 08 Sep 2009 20:52:21 +0000 http://www.wonderbranding.com/?p=1584#comment-1921 There is an apocryphal story about a very successful copywriter who was called into a big-time corporate meeting to discuss the 13 or so "very important" points that an upcoming mailing / sales letter had to convey. Well this copywriter walks into the conference room, doesn't say a word, and pulls out a board/bed of nails and a frying pan. He then puts the board down on the table and smashes the frying pan into the nails right in front of the astonished executives. Afterwords he displays the dimpled back of the frying pan to the room and replaces the bed of nails board with a board that only has a single spike sticking up from it. He then smashes the pan on the spike, causing the spike to punch clean through the bottom of the pan. After pulling the pan from the spike, the copywriter than passes the pan w/ hole around for every executive to see and, after a brief pause says, "Now, how many points did you want this mailer to have?" - Jeff There is an apocryphal story about a very successful copywriter who was called into a big-time corporate meeting to discuss the 13 or so “very important” points that an upcoming mailing / sales letter had to convey. Well this copywriter walks into the conference room, doesn’t say a word, and pulls out a board/bed of nails and a frying pan. He then puts the board down on the table and smashes the frying pan into the nails right in front of the astonished executives. Afterwords he displays the dimpled back of the frying pan to the room and replaces the bed of nails board with a board that only has a single spike sticking up from it. He then smashes the pan on the spike, causing the spike to punch clean through the bottom of the pan. After pulling the pan from the spike, the copywriter than passes the pan w/ hole around for every executive to see and, after a brief pause says, “Now, how many points did you want this mailer to have?”

- Jeff

]]>