KEY TAKEAWAYS While this chapter didn’t talk about how to write great copy (see the recommended reading at back of this book for that information), you now understand why the final 20 percent of the 41/39/20 rule is so critical. Your copy and creative shape how your list experiences your offers and are how you connect with them in a meaningful (and

as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.