Are you struggling to find a new twist for old advertising or marketing campaigns?
If you're a small business owner or a copywriter/coach/other creative professional, you know exactly what I'm talking about. Having to come up with new ideas for a long-term client (or even your own business) can be overwhelming.
As much as you love those long-term clients or established products, because of their longevity, it gets harder and harder to come up with the next brilliant product.
But never fear. Here are three ways to get those creative juices (and new ideas) flowing.
1. Study other ads. Flip through a magazine or turn on the television, except this time focus on the ads and not the content (I know, I know, this is counter to what you usually do). Which ads do you like? Why do you like them? Is there something that those ads are doing you can modify for your campaigns?
The key word is modify, not copy. I don't want anyone committing copyright infringement. What I'm talking about is using an existing ad to jump-start your own ideas. Maybe you really like the use of an evocative photo with a single caption. Or the use of repetition in Mastercard's "Priceless" campaign. Or the idea of turning the "money can't buy everything" on its head (which is essence of that campaign). Can you use that concept in your campaign?
Another resource for great ads is Communication Arts Magazine. Each issue showcases some of the most creative and beautiful ads found anywhere.
2. Check out what a completely different industry is doing. For instance, let's say you sell software products to computer professionals. Techy market, right? So, pick up a yoga magazine. See how that industry communicates with its audience. Now try selling your product using the same language and concepts. Take it a step further and brainstorm ways your software product is similar to doing yoga.
This is a very powerful way to jolt your own thinking and start your muse down a completely different path you might never have discovered before.
3. Force a connection. With this idea, force a connection with a random object rather than an entire industry. You ask yourself, how is your software program similar to a stuffed dog? Write down everything you can think of, no matter how silly or foolish. Sometimes the foolish ideas are the ones that lead to the great ones.
A final note: If at all possible, don't rush this process. Give your muse some time to ponder and play with these techniques. I know it often seems like ideas pop into your head out of thin air, but usually that's because of the hard work you've put into it. You've given your muse the necessary tools and "incubation time" to make ideas happen.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at www.writingusa.com. Copyright 2004 Michele Pariza Wacek.
With the continued proliferation of the Internet, the meaning of... Read More
Universal principals are those "self-evident" truths that have guided brilliant... Read More
To capture a larger market share and be viable, sustainable... Read More
I don't know about you, but I am still waiting... Read More
The greatest asset to your business is your Customer, specifically,... Read More
I am doing what you do, sitting at my computer,... Read More
Dumb Excuse #1"I'm not sure I want to invest any... Read More
Are postcards better for building awareness or for selling?In my... Read More
The best way for someone to hang on to a... Read More
"What do you do?""I'm a CPA. What do you do?""I'm... Read More
In my plethora of experience tucked away between these ears,... Read More
You may not realize it, but you already have a... Read More
I met Sue at a recent networking event. She is... Read More
The job of convincing your existing customers to spend higher... Read More
On a copywriting board I frequent, someone expressed bafflement that... Read More
What's your Selling Sentence? If you have a business, you... Read More
Loyalty marketing has been around for as long as retailing... Read More
Almost every small business marketer knows that they should gather... Read More
A BIG MAIL SHOULD CONTAIN:At least three to four Mail... Read More
One of the hardest things for you to do as... Read More
Your nametag can be your best friend. It can be... Read More
What does an old Russian joke have... Read More
Organizations often get stuck in neutral when it comes to... Read More
Building a coaching or consulting practice can be rewarding and... Read More
The trade show floor is full of different types of... Read More
Your market is who you want to reach. Your customer.... Read More
Do you know your audiences? I mean really know... Read More
1) Create systemsCreate systems for everything you do, especially those... Read More
As Claude Hopkins presented in his Scientific Advertising many decades... Read More
Are you looking to erase your debt, buy that new... Read More
My wife likes to shop at the local Safeway. Is... Read More
You want all of your marketing messages to have a... Read More
When you think about how to attract more clients for... Read More
With the increased challenges that all companies are faced with,... Read More
There are a great many online business people who are... Read More
It has become fairly common place to see Id badges... Read More
Before you can market, you need to know who you... Read More
First, define the end user (or ideal client) of your... Read More
Creating Your Unique Selling Proposition"Don't tell them what you do.... Read More
Targeting high potential markets with a direct mail marketing campaign... Read More
I'm a board member of a local nonprofit and we... Read More
Just like there are reverse dictionaries, there is a reason... Read More
For generations people have been saying that laughter is good... Read More
After a friend was bitten by a spider, I decided... Read More
Bob called last week from Phoenix, Arizona with some stunning... Read More
The intellectual property transfer market is now estimated to be... Read More
Many people think that the quality of any graphic design... Read More
60+ hour workweeks, cash flows that constantly keep you up... Read More
When you hear the word "marketing" what comes to mind?... Read More
In building and running a professional practice (or any small... Read More
How to Create Strategies That Work In Today's Markets. Of... Read More
Customer endorsements are an inexpensive and easy sales tool, particularly... Read More
In today's competitive world of business, it takes moxie and... Read More
Any economics student can tell you that price is a... Read More
Doctors do it, hair dressers do it, and salespeople can... Read More
1. Determine the goals of your promotional products program. Do... Read More
Do you feel uncomfortable when you're in the trade show... Read More
Competition in the past has embodied such beliefs of "kill... Read More
Writing and publishing a successful newsletter is perhaps the most... Read More
Don't get me wrong. I certainly don't think the majority... Read More
Part 1 of this series described five critical components for... Read More
A brochure can be a great promotional tool, whether it... Read More
Do you know how effective each of your individual marketing... Read More
Every day I talk with professional service providers who do... Read More
Have you ever wondered why the phones aren't ringing the... Read More
Some of the ways in which to get your "name... Read More
Marketing |