5.18.2004

Why this is even necessary.

The thought versus feeling debate also splits ad creatives into two camps.

Some people feel that advertising is like sex: talking about it will ruin it, and you're either good at it or you're not. It's best to play it by ear.

Some people think that advertising is more like chemistry - different elements will come together to combine in different ways. Some will react, some will be inert. But there's a science and a method to it that can be solved.

In the end it's probably like golf. Good form and club selection will give you consistency, but in the end its instinct and the wordless connection between the mind and the muscles that gets a golfer under par.

So, we can talk here about form and strategy, and it definitely helps, but instinct and coordination will only come from practice and experience.

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