I feel like I struggle with the idea statements when concepting. I am freelance so I’ve noticed lots of agencies have different expectations for these, but they are a weakness of mine. Does anybody have any advice on how I can improve ??

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Hopefully this comes across as helpful and not harsh but as a rule of thumb (on my own or anyone else’s concepts I CD) - if you can’t write up your concept in a simple sentence that people get as part of a 1-2 sentence insight setup / 1 sentence idea statement payoff, then the issue might be that you don’t yet have a clear concept.

For me, it’s part of the concepting itself (before you get to writing it up in slides even) to just ask yourself and your partner: what is this idea in a sentence? For a good, clear, simple idea, it should be pretty easy to write out the idea statement in 5-10 mins if you have a true insight and a clear idea that answers it.

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Luke Sullivan would drill in the point that it should fit on a sticky note

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CD1 is very much so right. However, assuming that you can explain what the idea is but you’re having trouble finding the right words. Do what you do best and write, cap yourself off at a paragraph. Obvs that’s too long, so now it’s time to whittle. If you still hit a wall, turn to the dark side and utilize Ai – pump in the brief, your concept and your paragraph write up and ask it to give you a write up. Then edit that write up or rewrite it. At that point if you can’t get it to 1-2 sentences as CD1 said, you may need to tweak or go back to the drawing board.

You can also get someone’s else’s perspective to help, fresh eyes can bring clarity. So present the idea to someone outside the project art or copy preferably and see how they sum it up and go from there. However you choose to approach it good luck!

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