You listen to your clients, and get to know their customers. You learn about their market and competition. You brainstorm with the creative team. You let all information and ideas "cook" a little in your head.
And then there's a moment that you just know, with absolute certainty and perfect clarity, what will work. It's the second-best day on any given project.
Over the years, C3 team members have won many awards for our creative work. Because many of those awards were given by the direct marketing community, they were based in part on how our creative achieved results.
We pride ourselves on creative excellence, but we never forget that great creative is a means to an end, a path to a goal: and that goal is sales and revenue.