Ideas First. Words Follow.

Whisper  As I wrote in Kiss & Sell: Writing for Advertising (Revised & Rekissed) AVA. 2006.—”Ideas first. Words follow.”

Ideas possess a peculiar magic. That said, how does the magic work? The best explanation I know comes from Jean Baudrillard, and can be found in his book “Seduction” (p. 107):

This obliquity of seduction is not duplicity. Where a linear movement knocks against the wall of consciousness and acquires only meager gains, seduction has the obliquity of a dream element or stroke of wit, and as such traverses the psychic universe and its different levels in a single diagonal, in order to touch, at the far end, the unknown blind spot, the secret that lies sealed, the enigma that constitutes the girl [or boy], even to herself. Continue reading “Ideas First. Words Follow.”

Ideas First. Words Follow.