In a perfect world, your marketing would stop people in their tracks. They would text their friends extolling the beauty of your campaign, and wonder why your competition even bothers to advertise. Fallon and Kimmel would talk about you nightly, and you would be the first to receive the Congressional Medal of Persuasion.

Getting the medal might be a problem. Getting compelling creative won’t be. From online to taglines, websites to emails, and sales letters to print ads; great creative starts here.