Like most marketers, much of what I’ve produced has failed, some of it catastrophically.

However, along the way I have managed to produce some winners.

How?

By putting aside mine and my client’s needs, and concentrating instead on the emotional needs of my audience.

Emotions are the greatest weapons a creative marketer has. They are our rocket fuel. Our pathway to success. The sharpest tools in our box.

Time and again, they has been the difference between success and failure, saving my work from disappearing into the dark place where all self-serving ideas go to die.

Now the knowledge I’ve extracted from my head is yours, here in this book. It showcases work that has generated hundreds of millions of pounds and won multiple creative awards.

My aim is simple: to help you produce more successful marketing, more often; simply by being more emotional.