'But How Do You Know?'
It's impossible to know for sure what will work. But don't let that stop you from trying.
In those cases, you might be served best by adopting what one of my favorite account executives of all time started doing when presented with creative he couldn’t stand. After seeing other concepts and offers he really disliked end up performing better than anything else tested, in the future he’d grin and announce enthusiastically, “I hate it! How soon can we get it into the mail?”
Who’s doing it?
Contrary to what your parents told you, this is one case where it does actually matter if “everybody else is doing it.”
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