CRAFT: clear, relevant, achievable, fresh and true.

Original Post:

While working, I just caught a TV program on YES Chaim Tovim where three young, top copywriters were given a challenge: to create two campaigns for a new b2c product within two hours, including content and visuals, as well as pitch to the (real) client.

One of the hosts told them their work had to be CRAFT: clear, relevant, achievable, fresh and true.

B2C is many times easier than b2b but conceptually, the bottom line is the same, yes?

Comment:

What's achievable mean in this context?
Who's achieving what?

The B2B bottom line is to sell/generate leads/build a list etc.

These elements are certainly important but
the copy (like B2C) has to engage the reader
enough to persuade him/her to read on and act
at the end.

It can be as clear, relevant, fresh and true
(and achievable, whatever that means) as you like
but if it doesn't grab the reader's attention,
target both his emotions and logic, dimensionalize product benefits
for both company and personal gain and