The only rule: you can’t say “but I’m not a designer.”

Seven lessons, one page.

The art-direction pass I run on my own graphics, written down in order. Keep it next to you, or hand it to whoever makes your ads.

• 01The Slop Test, 3 questions before you post anything
• 02The Photography Tell Card, 5 tells and the fix for each
• 03The 20-Minute Pass, exactly what I change, in order
• 04The Type Rescue Kit, 4 rules and the workflow
• 05The Creative Review Scorecard, 10 questions before you approve an ad
• 06The Relight Checklist, find it, trace it, fix it
• 07The Fix Sequence, the order of operations