It's a crack.
That's the magic word every copywriter, every visualizer and indeed every creative person craves. Getting to that stage where you sit back, exhale and take a personal bow for a job well done is by no means easy. But neither is it rigorous, if you are a creative person with a passion for creativity . Now that's a subjective word, isn't it? After all, appreciation of creativity is quite relative. Well, isn't that why an advertising man chooses his audience according to the gospel dictated by the product he is selling? Yeah! To sell . That's one word that's taken subjectivity out of advertising. It has given creativity an acceptable definition. So if it doesn't sell, it's not creative- the maxim we all have grown to appreciate and endorse.

But how do you sell?
How do you build an acceptable connection with your target public?
How do you reach him, connect with his inner feelings, appreciate his desires and satisfy his needs. How do you M otivate him.
Lead him to A ction.
Get him to P articipate It's a puzzle.

Trying to solve this puzzle without proper guidance is like running in an endless maze. But a maze isn't really that difficult to maneuver if you have the right map. There it is. A map. But this map is not filled with contours, hills, forest, lakes, running water or any of the typical topographical jargons. It's simply a guide to creating relevant advertising. Let me warn you here. You will not find any conservative advertising theories in this book. Neither will you find any of those traditional marketing principles that have become a norm in every advertising literature. It is simply a practical expose from a practicing creative egghead. For the strategy oriented, the people with fertile minds and great creative talents, who crave for creative excellence, this is the MAP