Use Provocation As a New Source of Ideas for Your Ad Campaign

May 12, 2010

Recall an ad that you last saw. It could be an ad about that new beauty salon in town or the latest hair treatment solution for men above 60.

Chances are, the ideas would all start to look the same.

The good news is, there is a powerful advertising technique that allows you to discover new sources of ideas and draw attention in a stimulating way to your next ad campaign. This is where provocation can make a whole world of difference between an impactful campaign and a mediocre one.

When brainstorming thought-provoking ideas with your team, think about all the negative things about your product. Do your consumers have doubts, frustration or anger that they want to release? What are some of the unthinkable things that people would say about your product? The goal of this exercise is to drum up emotions which would help engage your team into a heated debate using provocation as a basis for new ideas.

Here’s a checklist of questions that will give you and your team the right foundation to stir up some controversy and thus paving the way for new, innovative ideas:

  1. What would be shocking, surprising or humorous in association with your product or ad campaign?
  2. How could you make your ideas controversial (Could it be breaking a taboo? Or addressing a social issue)?
  3. What would a child think or feel about the ideas in your ad?
  4. What unthinkable things would you not do with your product?
  5. Who might be offended or horrified by your ideas? How would people react?
  6. How would your product cause damage, and to what extent?
  7. If you could break a rule in the words you use, what would you say (E.g. Shit! Darn! Son-of-a-Gun! etc.)?

Supercharge your sales writing skills in 7 days! Click here to get started!

Find this blog post helpful? Buy me coffee or send me a tip!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

Advertisements

Creative Thinking Technique #4 – Reframe Your Perspective of a Product by Turning Negatives into Positives

January 19, 2010

The term “reframing” is a technique that originates from therapy and the work of renowned psychotherapist Virginia Satir.  More specifically, reframing is a technique that dramatically changes the meaning of something you’ve seen or believed in and thereby changing your perspectives.

One example of reframing is to turn something that appears to be negative into a positive and you can apply it even in your approach to creative thinking! Let’s take your product for example. As you study it from every possible angle, make a detailed list of its negative characteristics that skeptics might point out to you or things that your client would never want anyone to know.

Some questions to ask yourself:

  • Why might customers decide not to buy it?
  • What are its obvious disadvantages and flaws?
  • What negative reputation has it received in the past?
  • What could go wrong if it were used in a non-standard, particular way?
  • What criticisms would people out of your target group tell you?

From your findings, take each negative answer and ask yourself how could it be turned into a positive. If your product is overly expensive, what could be good about that? Could it be made from superior quality materials that last longer than your competitor’s? What advantage can your product offer if it’s designed in an unusual way? Could it save you more space in your warehouse?

Try swapping disadvantages for advantages and you will discover a whole new variety of positive selling points.


Supercharge your sales writing skills in 7 days! Click here to get started!

Find this blog post helpful? Buy me coffee or send me a tip!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine


Creative Thinking Technique #3 – Visualize Your Emotions

January 12, 2010

An amazingly effective way to improve the clarity and control of your visualizations is to get into a relaxed of state of mind.

Once you are relaxed, make yourself comfortable physically and take a few deep breaths. If you are at home or in the office, find a nice, quiet spot where you can do this simple exercise.

When you are ready, visualize a relaxing scene such as strolling along the beach as the sun sets over the horizon. Make this image clearer and the colors more vibrant and vivid. Next imagine a funny or even bizarre scene with the characters who populate your beach. It could be a naughty child playing a prank on his parents who are sunbathing or a pet dog that has found a giant bone in the sand! Let your imagination go wild and let it paint all kinds of creative scenes in your mind. Make a mental note of your experience – what did you see, hear or feel?

Play around with this creative exercise until you feel refreshed, enlightened and entertained.


Supercharge your sales writing skills in 7 days! Click here to get started!

Find this blog post helpful? Buy me coffee or send me a tip!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine


Creative Thinking Technique #2: Ask the “What-If” Question

January 11, 2010

A great way to get your creative juices flowing is to ask “What-If” questions of your own and discover where your imagination takes you. Chunk down to the details of your visualizations and see what happens in different scenarios. For example, what if…

  • Your household carpet suddenly came to life and could take you anywhere you wanted? What does it feel like to travel everywhere for free? Would you take a loved one with you? And if you do, what does it feel like to soar in the air over a magnificent cityscape on a magic carpet ride…like Aladdin? What marvellous sights can you see? What incredible sounds can you hear?
  • You were given the ability to read the minds of people around you? What does feel like to wield such amazing supernatural power? What words would you say to the person whom you suspect to be backstabbing you in the office or to the confidence trickster who roams the streets below your home?
  • You stepped into your office one morning, and everybody became an animal befitting of each person’s personality? How would you react? What would you do if your boss, who suddenly became a snake, slittered his way to your feet?

Take a moment to try out this exercise.  And if you do it often, the faster and more likely you’ll be able to invent creative new ideas. Have fun!


Click here for a no-fluff, content-rich copywriting e-book that includes all the help you need to get the confidence to write captivating, results-generating sales letters, business emails, direct mails, ads, websites and more – in as quickly as 7 days >>

Find this blog post helpful? Buy me coffee or send me a tip!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine


Creative Thinking Technique #1: Combine 2 Things Together to Create Something New

January 9, 2010

In my “Creative Thinking” series of articles, you’ll learn a set of fun exercises that can help improve your imagination and turn your visualizations into innovative ideas you can use in your ads or marketing campaigns.

A huge part of creative thinking is joining 2 previously separate ideas and creating something entirely new and unique.  Back in the 1950’s, who would have thought that somebody would combine the idea of using a paper cup with the popularity of eating noodles and came up with the world’s first instant cup noodle?  Today, cup noodles are sold all over the world and have even become a staple food in many households.

In the same way,  look for interesting everyday objects  and try combining their functions, features and forms so that something new results. The key thing is not be limited by your imagination! Try and see and you’ll be surprised by the creative, unique ideas that you come up with. As a start, try the following exercises for example:

What happens when you combine…

  • A watch and a phone?
  • A chair and a fruit, like a watermelon?
  • A clock and the wheel of a car?
  • A pen and a torch light?
  • A shoe and a pogo stick?

Supercharge your sales writing skills in 7 days! Click here to get started!

Find this blog post helpful? Buy me coffee or send me a tip!

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine