how anyone can be more creative in 3 easy steps
TRANSCRIPT
“Where were you when the page was blank?”
Creativity doesn’t reside solely in the creative department
Think about creative differently
• Fill in forms• Ask questions• Think like a scientist
“If it doesn’t sell, it isn’t creative”
“Creativity is an idea that changes things”
Filling in forms
Strategy
What’s the #1 reason someone won’t want to do what you’re
asking him to?
Offers:• Unique• Personal• High perceived value
Channel/Contact cadence
• Where you reach people• When• How often
• Banana peels• Eggshells• Sticks in parks• Urinal pucks
Asking questions
What if we couldn’t do this?
How might someone else solve it?
Why isn’t this a good idea?
What would make it better?
Why?
What if?
What else?
Think like a scientist
Scientifically proven drivers of behavior
#1: “Eye magnet” words
Announcing
Introducing
Finally
Soon
Now
New
Free
Discover
Proven
Easy
Quick
Improved
LatherRinseRepeat
#2: “The Principle of Scarcity”
• One-time offer • Last chance • Quantities limited • Purchase limit: two • Available only to first 100 people to respond • Qualified customers only • Offer not transferable • Expiration date
#3: Personalization
Nancy
Cynthia JohnstonCindy Johanson
• Past purchases • Previous behaviors • Self-reported data • Geography • Presence of children in the family
#4: “Principle of Social Proof”
#5: Icons
#6: Color
• Readership • Brand recognition • Recall • Response
#7: Provide a reason why
Give a reason to believe
#8: Pay attention to the way it looks
Hard to Read
#9: Consider using fear
Avoidance of pain can be a more powerful motivator than the
achievement of pleasure.
#10: The principle of reciprocity
#1: “Eye magnet” words
#2: “The Principle of Scarcity”
#3: Personalization
#4: “The Principle of Social Proof”
#5: Icons
#6: Color
#7: Provide a reason why
#8: Pay attention to the way it looks
#9: Consider using fear
#10 The Principle of Reciprocity
Bonus: Best ways to beat creative block
1. Use physical — and psychological — distance.2. Write down the problem. Then replace
specific verbs with generic ones.3. Do something different/outside your comfort
zone.4. Try a mind map.5. Find a blue background.
