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