In April 2024, the late, great Republican ad maker [[Steve Sandler]] was inducted into the [Political Consultants Hall](https://theaapc.org/recognition-awards/hall-of-fame/) of fame. In tribute, his long-time partner and co-founder of Sandler-Innocenzi (and great mentor to our team), Jim Innocenzi, shared Steve's "[Rules of Ad Making](https://youtu.be/7Llc2WKcGns)." We still try to live by them. As much as the [[Attention Economy]] is blowing up the ad industry, we tend to think the fundamentals still apply. [[Ogilvy on Advertising|David Ogilvy]] would probably agree, and you can [[Ogilvy on Advertising|see him herein]], channeling Steve and Jimmy: ### Rule Number 1: [[Emotion Motivates People]] ### Rule Number 2: [[Don’t Let the Pollster Write the Ads]] ### Rule Number 3: [[Write How People Speak]] ### Rule Number 4: [[More Is Usually Worse|Ask: Will Anyone Remember This?]] ### Rule Number 5: Humor Is More Dangerous Than Anger ### Rule Number 6: [[Don't Offend the Voter]] ### Rule Number 7: [[Think Like the Working Man ]] ### Rule Number 8: The American Dream Has Universal Power --- ### Supplemental 'Rules', on Ad Making from [[Ryan Horn]] - [[Every Image Matters (The Power of the Frame)]] - [[Creative or Clever? A Definition of Creativity.]]