It’s not as hard to put together a portfolio of good advertising as people think it is.

Here’s a trick that might help you.

Go home and watch the commercials that come on TV.

Study what happens in each ad.

What’s said, what’s shown, what the song is, who the star is they get to talk in it.

Then do the exact opposite of what you see.

If a commercial comes on saying something inanely stupid about a product you write a script in which something not inanely stupid is said about the product.

If a commercial comes on that takes 30 seconds to say something everybody already knows, you write a script that says something nobody knows about the product.

Something this simple might not work in every field.

I’m doubtful you can get a job as a plumber by making what’s in the toilet shoot up in the air from the bowl when you press a lever.

But it works in advertising.

With 99 out of every hundred ads being a certifiable piece of crap you’ll have enough material after just a couple nights to put together a pretty thick portfolio.

Just do the opposite of everything you see.

Later dudes.

Catch you in the award books.