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How Anyone Can Be More Creative in 3 Easy Steps

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How Anyone Can Be More Creative in 3 Easy Steps

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  2. 2. How Anyone Can Be More Creative In Three Easy Steps<br />October 5, 2011<br />Nancy Harhut<br />nharhut@aol.com<br />www.twitter.com/nharhut<br />
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  5. 5. “Where were you when the page was blank?”<br />
  6. 6. Creativity doesn’t reside solely in the creative department<br />
  7. 7. Think about creative differently<br />
  8. 8. • Fill in form• Ask questions• Think like a scientist<br />
  9. 9. “If it doesn’t sell, it isn’t creative”<br />
  10. 10. “Creativity is an idea that changes things”<br />
  11. 11. Filling in forms<br />
  12. 12. Strategy<br />
  13. 13. What’s the #1 reason someone won’t want to do what you’re asking him to?<br />
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  18. 18. Offers:• Unique• Personal• High perceived value<br />
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  23. 23. Channel/Contact cadence• Where you reach people• When• How often<br />
  24. 24. • Banana peels• Eggshells• Sticks in parks• Urinal pucks<br />
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  28. 28.
  29. 29. Asking questions<br />
  30. 30. 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?<br />
  31. 31. Why?<br />
  32. 32.
  33. 33. What if?<br />
  34. 34.
  35. 35.
  36. 36.
  37. 37. What else?<br />
  38. 38.
  39. 39. Think like a scientist<br />
  40. 40. Scientifically proven <br />drivers of behavior<br />
  41. 41. #1: “Eye magnet” words<br />
  42. 42. Announcing<br /> <br />Introducing<br /> <br />Finally<br /> <br />Soon<br /> <br /> <br />Now<br />New<br /> <br />Free<br /> <br />Discover<br /> <br />Proven<br />
  43. 43. Easy<br /> <br />Quick<br /> <br />Improved<br />
  44. 44. Lather<br />Rinse<br />Repeat<br />
  45. 45. #2: “The Principle of Scarcity”<br />
  46. 46. • One-time offer<br /> <br />• Last chance<br /> <br />• Quantities limited<br /> <br />• Purchase limit: two<br /> <br />• Available only to first 100 people to respond<br /> <br />• Qualified customers only<br /> <br />• Offer not transferable<br /> <br />• Expiration date <br />
  47. 47. #3: Personalization<br />
  48. 48. Nancy<br />
  49. 49. Cynthia Johnston<br />Cindy Johanson<br />
  50. 50. • Past purchases<br /> <br />• Previous behaviors<br /> <br />• Self-reported data<br /> <br />• Geography<br /> <br />• Presence of children in the family<br />
  51. 51. #4: “Principle of Social Proof”<br />
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  54. 54. #5: Icons<br />
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  56. 56. #6: Color<br />
  57. 57. • Readership<br /> <br />• Brand recognition<br /> <br />• Recall<br /> <br />• Response<br />
  58. 58. #7: Provide a reason why<br />
  59. 59.
  60. 60. Give a reason to believe<br />
  61. 61. #8: Pay attention to the way it looks <br />
  62. 62. Hard to Read<br />
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  64. 64. #9: Consider using fear<br />
  65. 65. Avoidance of pain can be a more powerful motivator than the achievement of pleasure.<br />
  66. 66. #10: The principle of reciprocity<br />
  67. 67.
  68. 68. #1: “Eye magnet” words#2: “The Principle of Scarcity”#3: Personalization#4: “The Principle of Social Proof”#5: Icons<br />
  69. 69. #6: Color#7: Provide a reason why#8: Pay attention to the way it looks#9: Consider using fear#10 The Principle of Reciprocity<br />
  70. 70. Thank you!Nancy Harhutnharhut@aol.comwww.twitter.com/nharhut<br />

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