#3 the drop cap
At the risk of appearing sexist, I fear I have to say: ladies, look away now, this is a man thing.
So, men - if ever you get the chance to dabble in a bit of magazine design there are just two simple words that you need to remember: 'drop' and 'cap'. This is your way of establishing your control over the beast; an easy visual shorthand that will declare "I'm a creative fountainhead, me - I'm not just here to sell advertising space".
And remember, size is the only thing that matters. The bigger you make it, the better. It'll give you more braggadocio than Liam Gallagher when he hits a bum note.
And the easy route in is to choose a font designed by Herb Lubalin. But once you're up and motoring you'll want to design your own cap T (hey, how hard can that be?) - and pretty soon you'll be on your way to becoming the next Neville Brody.
And one further word of advice: if you really want to carry this one off, you first of all need to develop the habit of taking your clients to lunch at St John.