They head straight for you and give you a winning smile. Alas. If only they’d bothered to scrutinize their smile before they flashed it, they would have caught the unmentionable brownish item still clinging to their teeth.
And so it is with advertising.
No matter how strong and on-strategy the ad is, a typo or a factual error or some form of design sloppiness can kill the good first impression as quickly as an erstwhile slug of gunk in the teeth.
You can land a brilliant idea when the pressure is on. You can scramble to get the materials ready…and a certain drug-like euphoria comes with the pressure. But take away sufficient time to scrutinize the completed work and you risk undoing everything: your time, your effort, your money. Your reputation.
Now, just how critical is this deadline?