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When looking for a creative hook for a new ad effort — or even a flyer, for that matter — practice what big agencies embrace: brainstorm, write down every idea, and tape all to a wall. Ask four questions, suggests Gary R. Dahl in Advertising for Dummies: “What are you selling? What makes it unique? To whom do you want to sell it? Why should people buy? A good creative idea takes on a life of its own.
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