The method

Sixty years of advertising, applied.

Three tests from the people whose work lasted run on every idea before it reaches you. Fail one, the idea dies; you never see the failures.

01
True.
Rosser Reeves · Ted Bates
Can the brand defend it? If not, drop it.
Reeves called it the USP in Reality in Advertising (1961): a claim a rival cannot match and you can prove.
02
Unique.
Sir John Hegarty · BBH
Could a competitor run the same line? Then kill it.
"When the world zigs, zag." Hegarty built BBH on it. Put a rival’s logo on your line. If it still works, it was never yours.
03
Worth reading.
Tony Brignull · CDP
A boring ad gets scrolled past. Surprise earns the click.
"Is it wonderful?" Brignull’s test at CDP. Anything less, tear it up and write another.

The same discipline shapes how the ads are written: one reader, plain words, nothing invented, nothing that judges the person reading it.

True.