The document outlines 10 steps to increase creativity: 1) use "eye magnet" words, 2) leverage scarcity, 3) personalize content, 4) leverage social proof, 5) use icons, 6) consider color psychology, 7) provide reasons, 8) pay attention to design, 9) consider fear appeals, and 10) apply the principle of reciprocity. It also provides tips to overcome creative blocks such as using physical or psychological distance, mind mapping, or finding a blue background.

1. How Anyone Can Be More Creative
In Three Easy Steps
Nancy Harhut
nharhut@aol.com
www.twitter.com/nharhut

4. “Where were you when the page
was blank?”

5. Creativity doesn’t reside solely in
the creative department

6. Think about creative differently

7. • Fill in forms
• Ask questions
• Think like a scientist

8. “If it doesn’t sell,
it isn’t creative”

9. “Creativity is an idea
that changes things”

10. Filling in forms

11. Strategy

12. What’s the #1 reason someone
won’t want to do what you’re
asking him to?

19. Offers:
• Unique
• Personal
• High perceived value

24. Channel/Contact cadence
• Where you reach people
• When
• How often

25. • Banana peels
• Eggshells
• Sticks in parks
• Urinal pucks

30. Asking questions

31. 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?

32. Why?

34. What if?

38. What else?

40. Think like a scientist

41. Scientifically proven
drivers of behavior

42. #1: “Eye magnet” words

43. Now
Announcing
New
Introducing
Free
Finally
Discover
Soon
Proven

44. Easy
Quick
Improved

45. Lather
Rinse
Repeat

46. #2: “The Principle of Scarcity”

47. • 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

48. #3: Personalization

50. Cynthia Johnston
Cindy Johanson

51. • Past purchases
• Previous behaviors
• Self-reported data
• Geography
• Presence of children in the family

52. #4: “Principle of Social Proof”

55. #5: Icons

57. #6: Color

58. • Readership
• Brand recognition
• Recall
• Response

59. #7: Provide a reason why

61. Give a reason to believe

62. #8: Pay attention
to the way it looks

63. Hard to Read

65. #9: Consider using fear

66. Avoidance of pain can be a more
powerful motivator than the
achievement of pleasure.

67. #10: The principle of reciprocity

69. #1: “Eye magnet” words
#2: “The Principle of Scarcity”
#3: Personalization
#4: “The Principle of Social Proof”
#5: Icons

70. #6: Color
#7: Provide a reason why
#8: Pay attention to the way it looks
#9: Consider using fear
#10 The Principle of Reciprocity

71. 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.

72. Thank you!
Nancy Harhut
nharhut@aol.com
www.twitter.com/nharhut