How Anyone Can Be More Creative in 3 Easy Steps
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The document outlines three easy steps to increase creativity: 1) Fill in forms to define strategy and address potential objections, 2) Ask questions to challenge assumptions and find new solutions, and 3) Think like a scientist by understanding principles that drive human behavior such as using "eye magnet" words, scarcity, personalization, social proof, icons, color, providing reasons, design, and fear. The document also lists 10 scientifically proven principles of human behavior that can be leveraged for more creative and effective communications.
How Anyone Can Be More Creative in 3 Easy Steps
- 2. How Anyone Can Be More Creative In Three Easy StepsOctober 5, 2011Nancy Harhutnharhut@aol.comwww.twitter.com/nharhut
- 5. “Where were you when the page was blank?”
- 6. Creativity doesn’t reside solely in the creative department
- 7. Think about creative differently
- 8. • Fill in form• Ask questions• Think like a scientist
- 9. “If it doesn’t sell, it isn’t creative”
- 10. “Creativity is an idea that changes things”
- 11. Filling in forms
- 12. Strategy
- 13. What’s the #1 reason someone won’t want to do what you’re asking him to?
- 18. Offers:• Unique• Personal• High perceived value
- 23. Channel/Contact cadence• Where you reach people• When• How often
- 24. • Banana peels• Eggshells• Sticks in parks• Urinal pucks
- 29. Asking questions
- 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?
- 31. Why?
- 33. What if?
- 37. What else?
- 39. Think like a scientist
- 40. Scientifically proven drivers of behavior
- 41. #1: “Eye magnet” words
- 45. #2: “The Principle of Scarcity”
- 46. • 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. Nancy
- 50. • Past purchases • Previous behaviors • Self-reported data • Geography • Presence of children in the family
- 51. #4: “Principle of Social Proof”
- 54. #5: Icons
- 56. #6: Color
- 57. • Readership • Brand recognition • Recall • Response
- 58. #7: Provide a reason why
- 60. Give a reason to believe
- 61. #8: Pay attention to the way it looks
- 62. Hard to Read
- 64. #9: Consider using fear
- 65. Avoidance of pain can be a more powerful motivator than the achievement of pleasure.
- 66. #10: The principle of reciprocity
- 68. #1: “Eye magnet” words#2: “The Principle of Scarcity”#3: Personalization#4: “The Principle of Social Proof”#5: Icons
- 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