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  1. 1. How Anyone Can Be More Creative In Three Easy Steps Nancy Harhut nharhut@aol.com www.twitter.com/nharhut
  2. 2. “Where were you when the page was blank?”
  3. 3. Creativity doesn’t reside solely in the creative department
  4. 4. Think about creative differently
  5. 5. • Fill in forms• Ask questions• Think like a scientist
  6. 6. “If it doesn’t sell, it isn’t creative”
  7. 7. “Creativity is an ideathat changes things”
  8. 8. Filling in forms
  9. 9. Strategy
  10. 10. What’s the #1 reason someonewon’t want to do what you’re asking him to?
  11. 11. Offers:• Unique• Personal• High perceived value
  12. 12. Channel/Contact cadence• Where you reach people• When• How often
  13. 13. • Banana peels• Eggshells• Sticks in parks• Urinal pucks
  14. 14. Asking questions
  15. 15. 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?
  16. 16. Why?
  17. 17. What if?
  18. 18. What else?
  19. 19. Think like a scientist
  20. 20. Scientifically proven drivers of behavior
  21. 21. #1: “Eye magnet” words
  22. 22. NowAnnouncing NewIntroducing Free Finally Discover Soon Proven
  23. 23. Easy QuickImproved
  24. 24. LatherRinseRepeat
  25. 25. #2: “The Principle of Scarcity”
  26. 26. • 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
  27. 27. #3: Personalization
  28. 28. Cynthia Johnston Cindy Johanson
  29. 29. • Past purchases• Previous behaviors• Self-reported data• Geography• Presence of children in the family
  30. 30. #4: “Principle of Social Proof”
  31. 31. #5: Icons
  32. 32. #6: Color
  33. 33. • Readership• Brand recognition• Recall• Response
  34. 34. #7: Provide a reason why
  35. 35. Give a reason to believe
  36. 36. #8: Pay attentionto the way it looks
  37. 37. Hard to Read
  38. 38. #9: Consider using fear
  39. 39. Avoidance of pain can be a more powerful motivator than the achievement of pleasure.
  40. 40. #10: The principle of reciprocity
  41. 41. #1: “Eye magnet” words#2: “The Principle of Scarcity”#3: Personalization#4: “The Principle of Social Proof”#5: Icons
  42. 42. #6: Color#7: Provide a reason why#8: Pay attention to the way it looks#9: Consider using fear#10 The Principle of Reciprocity
  43. 43. Bonus: Best ways to beat creative block1. 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.
  44. 44. Thank you! Nancy Harhut nharhut@aol.comwww.twitter.com/nharhut

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