Hey, Whipple, Squeeze This by Luke Sullivan
The best answers always arise out of the problem itself. Out of the product. Out of the realities of the buying situation. Those are the only paints you have to make your picture, but they are all you need. Any shtick you drag into the situation that is not organically part of the product or customer reality will ring false.
You have more than enough to work with, even in the simplest advertising problem. You have your client’s product with its brand equities and its benefits. You have the competition’s product and its weaknesses. You have the price-quality-value math of the two prod- ucts. And then you have what the customer brings to the situation— pride, greed, vanity, envy, insecurity, and a hundred other human emotions, wants, and needs, one of which your product satisfies.