notes version: how anyone can be more creative in 3 easy steps
TRANSCRIPT
9/30/2011
1
How Anyone Can Be More Creative In Three Easy Steps
October 5, 2011
• Nancy Harhut
• www.twitter.com/nharhut
9/30/2011
2
“Where were you when the page was blank?”
Creativity doesn’t reside solely in the creative department
9/30/2011
3
Think about creative differently
• Fill in form• Ask questions• Think like a scientist
“If it doesn’t sell, it isn’t creative”
9/30/2011
4
“Creativity is an idea that changes things”
Filling in forms
Strategy
9/30/2011
5
What’s the #1 reason someone won’t want to do what you’re
asking him to?
9/30/2011
6
Offers:• Unique• Personal• High perceived value
9/30/2011
7
9/30/2011
8
Channel/Contact cadence
• Where you reach people• When• How often
• Banana peels• Eggshells• Sticks in parks• Urinal pucks
9/30/2011
9
9/30/2011
10
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?
9/30/2011
11
Why?
What if?
9/30/2011
12
9/30/2011
13
What else?
Think like a scientist
9/30/2011
14
Scientifically proven drivers of behavior
#1: “Eye magnet” words
Announcing
Introducing
Finally
Soon
Now
New
Free
Discover
Proven
9/30/2011
15
Easy
Quick
Improved
Lather
Rinse
Repeat
#2: “The Principle of Scarcity”
9/30/2011
16
• 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
9/30/2011
17
Cynthia JohnstonCindy Johanson
• Past purchases
• Previous behaviors
• Self‐reported data
• Geography
• Presence of children in the family
#4: “Principle of Social Proof”
9/30/2011
18
#5: Icons
9/30/2011
19
#6: Color
• Readership
• Brand recognition
• Recall
• Response
9/30/2011
20
#7: Provide a reason why
Give a reason to believe
9/30/2011
21
#8: Pay attention to the way it looks
Hard to Read
9/30/2011
22
#9: Consider using fear
Avoidance of pain can be a more powerful motivator than the achievement of pleasure.
#10: The principle of reciprocity
9/30/2011
23
#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
