1) HOOK: Attract and keep the consumers attention. (Selling to the consumers emotions).
2) INFORM: Problem > Solution. (Selling to the consumers intellect).
3) SELL: The call to action. (How to buy the product.)
What is the bottom line? Scott specializes in designing the concept first then the aesthetics. Why is this important? First, the product isn't going to look pretty but sound meaningless and be dysfunctional, or vice versa. Second, most artists and writers focus more on those subjective and ambiguous qualities of being "cool" and "creative" rather than on earning money for their client, which, afterall, is the bottom line.
